Expanded Text Ads, announced at Google’s Performance Summit back in May, have gone live within the last couple of weeks. We wanted to break down what they’re all about and see what impact they will have on ad campaigns. Higher Character Limit The whole point of the Expanded Text Ads (ETAs) update is that the character limit is much higher than before. Previously, ads followed a 25-35-35 rule: one 25-character headline and two 35-character description lines. With the new update,…

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Joshua Topolsky, the co-founder of Vox Media and until recently Digital Editor at Bloomberg, published a damning assessment of the publishing industry late last month – I’d encourage you to give it a read here. The main thrust of the piece is that what traditional media does (or did) so well – build relationships with readers – is being lost in the race for more pageviews, which are needed to get eyeballs on ad inventory and fill the giant hole…

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Smartphones are everywhere, and current trends show that mobile devices have now taken over desktops as the primary device for searching the web. As a result, it is now essential that advertisers are present at all stages of the buying cycle, which often initiates on a mobile device and converts on a desktop. It is because of this that cross-device targeting is likely to become the most effective form of marketing in the future, especially in the realm of dynamic…

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The notion of “similar audiences” isn’t a new one in the marketing world. Facebook have been offering lookalike audience targeting for a while. However, if this is a term you haven’t come across before, let me fill you in on exactly what it means. A lookalike or similar audience is an audience that is based on a pool of people who exhibit the same search behavioural patterns as an existing user audience that you have. These types of audiences can…

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As a marketer I understand the importance of capturing as many “micro moments” as possible – however, it isn’t always easy capturing your audience throughout every journey they have online. With the beta release of Google’s real-time ads, this might get a whole lot easier. The idea behind real-time ads is to plug your adverts into live events and capitalise on the ripple effect these have on platforms such as YouTube or apps on Google’s network. The tools at your…

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As you may have noticed there has been a pretty significant update in the world of Google AdWords this week – blogs are being posted in their hundreds, everyone’s worrying about their CPCs and no-one quite knows how it will all pan out. To help you through this particular minefield we have put together the key information so far and how we believe it will have an impact going forwards. What is going on? In a nutshell Google has removed…

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Local inventory ads (LIAs) were launched in 2014, with the aim of helping retailers drive more traffic into their physical stores after a decline in how much Google was able to charge for clicks.  This was because advertisers steered away from mobile-friendly ads, sceptical of spending money on mobile advertising when a user was more likely to enter a store to purchase. With the launch of LIAs came the ability to target ads based on location and product availability. This…

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When it comes to browsing the Internet, privacy has been a constant concern, and this year is proving to be no different. In fact, could 2016 be the benchmark year for search engines that respect our privacy? It’s no secret that users are continuing to find alternative ways to search and shop online without compromising privacy, and it is search engines such as DuckDuckGo and StartPage that offer the solution. Promising not to collect or share any personal information (including…

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