Digital Advertising

If you do not measure conversions in one way or another, you are not measuring the success of your AdWords campaigns. But what should you look at – conversions or converted clicks? What do those numbers really mean? Depending on your goals, should you track one or the other? Read on…

Now that your AdWords campaign is up and running, you will start collecting data on its performance; which is paramount to making sound decisions on what to keep and what to discard in said campaign. While click-through-rate or cost-per-click figures can individually help you discover which keywords or ad groups outperform others, they will not give you a correct feedback on the success of your campaign. To do so, you have to setup specific conversions in the system and look at those numbers in the long run.

Read more Comments Off on Conversions vs Converted Clicks – How To Measure Success With AdWords Campaigns

In our previous post, we have addressed the brand bidding issue that many advertisers face. Simply put – if you do not bid on your brand as a keyword and someone else is, then your competition will make business on your back. Now that you understand the urge of brand bidding, here is how you can do it the smart way. Read on…

After having read our previous post, you have finally made your decision – you will include your brand as a keyword in your paid campaigns. Well done! But at this stage, you might be wondering about the ins and outs of the campaign setup and mostly the dreaded cannibalisation effect – will you really pay for clicks you might have gotten for free anyway?

Read more Comments Off on Brand Bidding The Smart Way

The range of keywords you can bid on in any Paid Search platform is near infinite. We all know about long tail queries, comparison terms, intent-driven keywords and the like – but if there is one question that needs resolving, it is the ever-ending ‘Should I bid on my brand?’ interrogation. In this 2 articles’ serie, we cover the current situation and provide you with a definitive solution! Read on…

This is one good question we get often asked – why should I bid on my brand anyway? I am already enjoying top organic rankings and, if people are looking for my brand, they will either go to my website directly or click on the first organic listing, right?

Well – it’s not that simple…

Read more Comments Off on Should You Bid on Your Brand?

Many seem to forget that Google AdWords is not the only available Search Ads Platform out there. But very few advertisers actually market products or services on Bing Ads, for various reasons. In this post, we look at benefits and disadvantages of Microsoft Ad Platform and provide you with the final answer: are Bing Ads worth it? Read on…

Google AdWords are enjoying such a dominant position in the Search world (70% in USA, up to 90% in Australia!), it’s no wonder why advertisers pray its reach: after all, you’d better fish where the fish are!

There are however many advantages in looking for alternatives or complements. Is Bing one of them? How could advertising on Bing be profitable, how could we maximise its potential?

Read more Comments Off on Bing Ads – Are they worth it?

In the first part of this Remarketing Going Wrong series, we tackled a few issues that could arise when launching off a Remarketing Campaign, such as no impressions or no clicks. This month, we will cover two new head scratching problems one can encounter: the campaign is not generating conversions or its cost is way too high. Read on…

After having carefully selected your audiences, your ad message and your bidding settings, you have embarked on your Remarketing journey. After a few days, checking your stats, you realise that this is not exactly going as it should be… Let us help you uncover what went wrong and how to solve it.

Read more Comments Off on Remarketing – you are doing it wrong – 2/2

For many marketers, Remarketing is a must have. Imagine: those leads are prequalified, they have already shown interest in your products and services – and you are about to remind them of the reason they came to your website in the first place! It surely can’t go wrong…

Well done on setting a Remarketing campaign for your business. They are many pros in doing so, which we have already covered in a different article, and it’s a great way of generating additional revenue at a reasonable cost. Chances are you will get it right; however we at iiWorks would like to offer our help should you encounter a hair-pulling situation like the ones below – when Remarketing is going wrong!

Read more Comments Off on Remarketing – you are doing it wrong – 1/2

What happens after a searcher has landed on your website is mostly based on consistency of marketing message and psychology. In this post, we uncover the secret to the perfect landing page – the one that converts!

Launching a fantastic Search Engine Marketing campaign always involves crafting at least one landing page per defined AdGroup. This is the only way to make sure your message is tailored to your audience needs and to your own conversion goals. However, some landing pages are bound to be more successful than others… Here are 10 aspects of any successful landing pages that you can apply to your campaigns today.

Read more Comments Off on The Secret to a Perfect Landing Page

Why not take some time to review your most established campaigns so you can reap the benefits in the New Year?

Now that we are a few weeks shy of 2015, it’s definitely good timing for those well-meant New Year resolutions!

As a seasoned marketer, you have probably been running AdWords campaigns for a while with undoubtedly great results. However, there is always room for improvement and even properly optimised campaigns need a bit of a refresh from time to time.

In this article, we cover 15 PPC tips for 2015 – to make sure you start the year with a bang!

Read more Comments Off on 15 PPC Tips for 2015

Running an AdWords campaign for the Christmas season can seem like a daunting task. There are so many advertisers competing at the exact same time to garner attention from the same potential clients – so how do you ensure success? Read on…

Coincidentally, Christmas is also coming this year! While this might not be a huge surprise, it’s now time to get prepared for the massive spike in interest, demand and sales the end of the year generates for many businesses. We have broken down our list of seasonal advice and tips in Before and During chapters to allow you to make the most out of this Christmas Season on AdWords – and boost your Return on Investment!

Read more Comments Off on Boost your ROI with AdWords this Christmas

When engaging in Search Engine Marketing on the Display Network, the savvy marketer possesses many ways to fine tune his campaign to get to the desired outcome. From Campaign Structure to Conversions Numbers and most notably Targeting, here are our top Display Network Tips for running a successful AdWords campaign and be profitable…

Advertising on Google Display Network (or GDN) is a very different strategy than advertising on Search. On the latter, the searcher has expressed an interest on a product you sell; whether it’s by looking for a solution to a problem he encounters or suggestions for a present or future event in his life.

With Display, you basically advertise to someone who is not at that stage yet – you market your offering to an audience. This is why you need to set your expectations elsewhere.

Read more Comments Off on Google Display Network Tips & Tricks