Search Advertising

SEO, Google and using search for marketing

Search Advertising


Charlie Hinton, Greg Pharo, Joe Empert and Damon T Samuel, ARF Experiential Learning, Re:think, March 2015

This paper explains how AT&T, the US telecommunications company, developed a variant of marketing mix modelling to better understand the impact of different digital ad formats.


Joseph Clift, Event Reports, CMA Digital Breakfast, April 2015
This event report looks at the evolution of Google’s search algorithms and what they mean for content. The latest changes are centred around mobile and Britt Soeder of digital agency iPropsect advises brands to adopt responsive design and to ensure all important information is in the first paragraph.

Darika Ahrens, Admap, April 2015

This article outlines some of the signs to look for when hiring a Search Engine Optimisation (SEO) agency - because poor services can do real damage.


Case Study

Fyne Ales website
Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study demonstrates how a new digital strategy allowed Scottish craft beer producer Fyne Ales to perfectly represent the brand as well as contribute to the bottom line.


Stephen Whiteside, Event Reports, ad:tech New York, November 2014

This event report discusses how Jiffy Lube, the franchise group of auto service centers, transformed its paid-search strategy to drive significantly better results.


Erol Soyer, Warc Exclusive, January 2015

This article addresses the subject of advertising fraud, a major issue that the industry as a whole has, thus far, failed to address in a coherent fashion.


Direct Marketing Association - UK, Bronze, DMA Awards, 2014

This case study provides an outline of alcoholic drinks giant Diageo's content marketing and SEO strategy.


Direct Marketing Association - UK, Gold, DMA Awards, 2014

This case study describes the launch of SensatioNail, a nail care brand, in the UK, using paid search, SEO and social media.


Direct Marketing Association - US, Gold and USPS Gold Mailbox Award, DMA International ECHO Awards, 2014

This case study explains how Google, the tech company, used a direct mailing to target prospects for its Google AdWords products in Japan.

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