social advertising

Social media ad spend growth plummets? A rebuttal – Econsultancy

Rumours of the demise of social media ad spend growth are being widely exaggerated. Recently, the latest WARC figures on the growth of online ad spend picked up a number of column inches in the UK press, especially with lurid headlines such as ‘Social media ad spend plummets amid decline in trust‘. These pieces focused …

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Should travel brands move their media spend from Google to Facebook like Lastminute.com? – Econsultancy

Last month, The Drum reported that Lastminute.com would be moving the vast majority of its digital spend from Google to Facebook after trialling the effectiveness of each platform for customer acquisition over three months. The reasons for the shift from Google to Facebook were reported as twofold: Firstly Facebook’s data allowed them to optimise ads …

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Why Spotify is becoming the place to be for brands – Econsultancy

Spotify is perhaps not the first platform that springs to mind for social marketers, with the majority of brands focusing on the likes of Facebook and Instagram first and foremost. However, with a total of 217 million monthly active users worldwide, there’s a very obvious reason why some brands are expanding their attention to Spotify …

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3 Paid Social Platforms to Diversify Your PPC Investment

On the heels of another Google Marketing Live event, we are reminded that our beloved PPC world is always “under construction.” As the industry giants aim to grow and retain market share, competition on the advertiser level remains just as fierce as ever. Advertising costs are perpetually rising, but KPI targets tend to remain static. …

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So Long Traditional Advertising; Hello Digital Advertising

Free-Photos / Pixabay According to a study done by eMarketer, spending on digital advertising will outpace that of traditional marketing this year. Digital ad spending is projected to be about $130 billion or about 54% of total advertising dollars. Traditional advertising, including TV, magazines and newspapers will total about $109 billion. It is probably no …

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LinkedIn Ads Year in Review: 2018 Updates

LinkedIn Ads is a great way for advertisers to reach professionals with robust targeting specific to career and business audiences. B2B advertisers especially love LinkedIn because it enables them to adequately target decision-makers in ways that aren’t available on other social platforms. In an effort to keep up with the emerging ways in which users …

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The Best Free Digital Marketing E-Courses

TeroVesalainen / Pixabay The digital marketing landscape is always changing. While this is one of the most rewarding elements of working in digital for many B2C professionals, it also presents challenges for digital marketers who want to keep their skill set relevant and remain in-the-know where marketing is concerned. I consider myself to be a …

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How Wowcher used AI copywriting to reduce Facebook ad CPL by 31% – Econsultancy

In 2015, Econsultancy profiled a startup called Phrasee, the brainchild of regular Econsultancy blog contributor Parry Malm, that uses advanced machine learning algorithms to optimise email subject lines until they perform better than human-created copy. At the time, when our then-editor Graham Charlton asked Malm what Phrasee’s plans were for the next few years, he …

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Why Instagram product landing pages must be seamless (an Avon case study)

Over the past few years, Instagram has made it more straightforward for brands to embed links to external landing pages, and therefore easier for customers to make quick, impulsive purchases. Whilst it remains impossible to add functioning links to standard image captions, accounts can now introduce external links via shoppable posts, stories and feed ads. …

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Five examples of brands using vertical video

2018 saw the launch of IGTV: Instagram’s new platform for long-form videos that are created “in a vertical format that sit upright in the palm of your hand.” Vertical video is nothing new, of course – Snapchat first pioneered the format in 2003. However, along with IGTV, as well as the launch of vertical ads …

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Twitter’s ‘John Lewis’ Christmas ad reaches new levels of meta

The John Lewis Christmas advert is now a beloved annual tradition for the British public, and for many it signals the beginning of the Christmas season. But for an unfortunate computer science educator in Virginia, USA named John Lewis, it’s an annual exasperation. That’s because in 2007, Mr. Lewis joined Twitter with the handle @JohnLewis …

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4 Reasons for Preferring Facebook Ads Over Google Ads

For the longest time, I and the PPC industry as a whole, have defaulted and still in a lot of circumstances still default to a Google Paid Search first strategy. Google Ads is still the number 1 platform, and is still required in any digital marketing strategy. It can produce great results, but in some …

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