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No More Cookies – Why a Time Machine Could Save You

As marketers, we have gotten lazy. In the last 15 years, we have become over metricised. We built a case for moving budgets from traditional channels to digital around the premise that you could track everything.  Transparency, we said was the future of advertising. Our operations, engineering and finance colleagues lapped it up. Finally, marketing was speaking their language. Marketing became a mathematics problem and that suited the purse-string holders just fine. So what happened since the noughties when this concept of marketing was adopted by most of the corporate […]

Brand Search PPC
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Brand PPC Terms: Managing Brand Terms in Paid Search – How To Do It The Right Way

Some people call it “the Google tax” and accept it as just a part of online marketing you have to do. Others, rally against it and seek to eliminate all traces of Brand bidding from their PPC account. So, what’s the right way to treat brand terms? As with most things, it depends. However, in this post, I hope to provide some basic approaches to give a greater perspective and help you decide on your strategy for brand bidding. 1. Brand Bidding is Not Just About Single Sales There are […]

glass search engine
Advertising

How PPC Search Engines Can Increase Ad Revenue – A Marketer’s Guide

With the prominence of paid search advertising, it is essential that senior marketing managers understand the channel from search engines’ perspective. It is also important to understand that SEM is in fact a glorified negotiation between you the enterprise buying inventory and the search engine selling inventory. Quite often general marketing managers can lose sight of this. Always remember, that your objective is to pay less and get more while a search engine’s objective is to increase ad sales. Inventory Quality – The Magic Bullet for Paid Search The number […]

The Major Marketing Mistake The European Super League Clubs Made
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The Major Marketing Mistake The European Super League Clubs Made

The biggest change to football in my lifetime was announced on Sunday, April 18th 2021. The European Super League was formed. Twelve confirmed clubs planned to split away and set up a new league. This was quickly opposed by supporters who managed to get their clubs to walk back from their decision a mere two days after the announcement. However, as we marketers are all too familiar with, decisions like this are often made by operations and financial senior executives. It is not uncommon for businesses to put the spreadsheet […]

PPC Tactics 2021
Advertising

Why Competitor Analysis Is By Far The Most Important PPC Tactic for 2021

The biggest mistake somebody can do when managing a paid search account is to forget about the competition. Tragically, this is commonly done across the board. Some paid search managers do not even consider the impact of increased competition on performance. With established online businesses accelerating their digital strategy and previously offline focused companies dedicating proper resources to their online channels this has become essential to managing any PPC account in 2021. Importance of Competitors to Your Marketing Targets and Bottom Line Competitors have three major effects: An increase in […]

casino
Marketing

Targeting Ireland – Guide for Casinos and Sportsbooks

With more and more operators revising their strategy for the UK, many are now looking at Ireland as a source of traffic. Previously, companies located outside of Ireland have not invested substantially in this jurisdiction with the exception of some UK operators focusing on retail but since pulling out. However, this is changing with many EU based operators eyeing the Emerald Isle. The Two Columns of Irish Betting Sector Yes, there are lots on independent bookies out there but the two brands that dominate the market are Paddy Power and […]

Conversion Rate Optimisation
Marketing

The Five Pillars of Online Conversion Rate Optimisation

When most people think about conversion rate optimisation they envision button position, mobile accordions, fonts, load speed, form sequence etc. Yes, these are essential parts of increasing conversion. However, it goes much deeper than that. Conversion is not just influenced by on-page factors, off-page factors can have just as big an influence. Conversion Rate Optimisation – A Holistic Approach A good offer can often get over a poor purchase path. Likewise, a good brand or awareness of your product can get over a poor landing page. You see, when it […]

Advertising

The Danger of Online Direct Response Channels in B2C E-Commerce

As a marketer who cut his teeth at the start of the digital era at the turn of the century, but who studied “old school” marketing before entering the professional world, I always saw clear similarities with e-commerce and “regular” bricks and mortar commerce. In some ways, I didn’t get what the fuss was about. From a marketing standpoint, it all remained the same to me. Yes, fulfilment and distribution had changed but the fundamentals of marketing had not. In fact, I believed that brand building would become even more […]

Advertising

SEO Ireland – How To Rank Your Website in Ireland 2020

I recently had a coffee with a developer friend of mine (yes developers can have friends). We had an interesting conversation about Search Engine Optimisation (SEO). During our conversation, it dawned on me that SEO Ireland today is not the SEO I grew up on. It involves so much more. It is not just the case of building links. You must deliver the total package to your customers from both an offsite and onsite perspective. For many Irish organisations, this means a rethink of how their marketing team is structured. […]

Marketing

Will The Chief Disintermediation Officer Become the Most Powerful Marketing Voice in the C-Suite?

Since the advent of Internet advertising, us marketers have gotten lazy. Innovation and product positioning has been replaced with bidding strategies and algorithms. The old “everything can be tracked” mantra is repeated even to this day. However, as Phil Collins would say “I can feel it in the air tonight” there is a seachange happening. You see, as companies put more and more budget online the “real estate” gets more and more expensive. With the “new normal” likely to lean heavily towards e-commerce this will accelerate. Thousands of companies like […]

Advertising

PPC Strategy for Casino and Poker – Webinar Summary

We held a Webinar on May 5th 2020 looking at PPC strategy for Casino and Poker sites. Thanks to everyone who attended. Here is a summary of the key topics discussed and a shortened video version of the webinar for those who could not make it. Webinar Video – PPC Strategy for Casino and Poker Operators Webinar Summary Casino/Poker Relationship All roads should lead to casino. Therefore, view cross-sell to casino the ultimate goal of your poker campaigns. For example, look at customers who play mini-games and move to full […]

Marketing

Covid-19: Online Retail Scheme – Enterprise Ireland

The Online Retail Scheme from Enterprise Ireland has some fantastic supports that you can avail of. Therefore, if your business needs to make the step online now is the time. the scheme covers a massive 80% of the costs of launching an online presence. What’s impressive is that the funding covers strategy development and research. As a result, you can cover key fundamental issues that will help you succeed for years to come. Essentially, the supports cover strategic marketing and technical implementation. If you want to discuss the scheme with […]