Why Brand Advertising Matters For Paid Media Performance
PPC is getting pricier and harder to measure. With branded search now key to media effectiveness, this piece outlines how to shift your strategy accordingly.
About
Ben Wood is the Performance Director at Hallam, voted Best Large Integrated Agency at both the Global and European Search Awards in 2023.
Ben is a highly experienced digital marketing leader with a proven track record of delivering growth for some of the worlds leading brands. He has been invited to speak at digital marketing conferences around the world, presenting at Hero Conf, SMX San Jose, Brighton SEO, and Google’s ‘Digital Champions’ training programme.
Outside of work, Ben was an Ice Hockey player for the Nottingham Lions in the English National League, and now enjoys going to support his favourite football team Nottingham Forest home and away in the English Premier League.
Articles
Data Clean Room: What It Is & Why It Matters In A Cookieless World
Find out how data clean rooms can empower marketers to thrive in a digital landscape marked by user privacy awareness.
5 Marketing Principles To Maximize SEO Effectiveness
Understanding these five timeless marketing principles and incorporating them into your SEO strategy has never been more critical.
Programmatic Advertising For Small Businesses: What, Why, And How?
Programmatic advertising is the use of technology to buy and sell advertising space. Learn how advertising is bought and sold for small businesses.
4 Smart Tactics For Advanced Google Ads Audience Targeting
Learn four advanced audience targeting tactics that will allow you to refine your PPC targeting to leverage budget and maximize return on ad spend.
6 Tips For Supercharging Google Display Network Performance
From reaching a brand-new audience to retargeting existing customers, the Display Network is a goldmine of opportunity – when used the right way.
How to Prepare Your Ecommerce Business for a Cookieless Future
Third-party cookies and the tactics they’ve supported will be gone in 2022. The question is how your e-commerce business evolves in response.
6 Tips for More Targeted & Engaging PPC Campaigns
Learn how to make objective, media-neutral advertising decisions for the brands you represent with these 6 tips for more compelling and effective PPC.
How to Plan a Sustainable B2B Media Strategy in a Recession
Learn how combining brand building with sales activation in your media strategy can help your B2B brand get through these trying times.
How to Combine SEO & PPC Data for More Powerful Results
You don’t have to choose between SEO and PPC. Here’s how SEO and PPC can complement each other and improve your search strategy.
Impact of COVID-19 on Ecommerce: 4 Ways to Adapt Your Digital Strategy
We’re starting to see the impact COVID-19 has to ecommerce businesses. Here are four ways digital marketers can adapt.
How to Leverage First-Party Data to Boost PPC Performance
Discover how exactly first-party data can be used to power PPC campaigns and improve results.
5 Ways to Advertise Your CBD Brand Online
Many online advertising channels restrict the promotions of CBD products. Discover how else brands can advertise CBD products online.
Entering Competitive Verticals: How & Why You Should Diversify Ad Spend
Discover how to diversify your paid media strategy in order to build visibility and full-funnel coverage in competitive markets.
How to Get More Done: 9 Tips to Maximize Marketing Productivity
These nine actionable tips will help you focus on reaching your marketing goals and maximize your productivity.
Upper Funnel Advertising: How to Use Display & Video Ads to Boost Awareness
Here are the advertising tactics you can use to target customers at the top of the purchase funnel.
Using 6 Principles of Persuasion to Increase Conversions
Here are six quick ways to grab the attention of your visitors and influence their purchase and conversion decisions.
The Rise of Visual Search: How Brands Can Adapt
Here’s how brands and marketers can adapt to advancements in visual search.
4 Ways to Combine Audiences Across Facebook & AdWords
Learn how to transfer your Facebook audiences to AdWords as RLSAs, and four tactics to maximize return on ad spend.
How to Use Automation to Boost PPC Performance
Learn examples of how you can utilize automation to save time on core PPC management activities.
6 Agency-Client Retention Strategies That Work
Here’s how to build unique relationships with your clients and boost client retention in the saturated search marketing agency market.
Using Competitor Research for Your Content Ideation
Use these competitor research tools to discover your rivals’ top-performing content and generate your own content ideas.
Taking a Deeper Look at Conversion Paths in Google Analytics
Are you making use of Multi-Channel Funnel (MCF) reports in Google Analytics? Ben Wood offers advice on how to use them to gain deeper insights...
How to Create an Awesome E-Commerce Dashboard in Google Sheets
This post outlines how to use Google sheets to set up, customize, and automate an e-commerce specific Google Analytics dashboard for your business.