Search Advertising

SEO, Google and using search for marketing

Search Advertising


Maria Domoslawska, Heather Dougherty and Mark Canada, ESOMAR, Congress, Nice, September 2014

This paper provides practical advice for market researchers who feel overwhelmed by the amount of  data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'.


Pieter-Paul Von Weiler, Lucy Cochran and James Sheard, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study explains how Dare, an Australian iced coffee brand owned by Lion, created a new consumption occasion to increase sales.


comScore, July 2014

This article outlines a series of benchmarks for the pharmaceutical industry's digital marketing activity in the US, including brand awareness, doctor discussions and prescriptions filled.


Andrew Green, Warc Best Practice, July 2014

This article sets out how internet ad views are measured, how they could be measured in the future, and how it is challenged by changing user habits.


Nicolas Chollet, Walther Oettgen and Benjamin Saulnier, ESOMAR, Digital Dimensions, June 2014

This paper explains how freely available internet search engine data can be used to understand consumer needs, perceptions of terms and how brands are viewed.


Charles Soon, Warc Exclusive, Covario, June 2014

This article explains how Baidu, the Chinese search engine, ranks brands and unbranded terms, using the NBA, the American basketball league, and 'basketball' as an example.


Ted McConnell, Warc Exclusive, May 2014
In this collection of articles the various elements of the online advertising ecosystem are explained. The articles enable advertisers to take advantage of the opportunities offered by programmatic advertising through understanding the companies and processes involved.

Ted McConnell, Warc Exclusive, May 2014
In this collection of articles the various elements of the online advertising ecosystem are explained. The articles enable advertisers to take advantage of the opportunities offered by programmatic advertising through understanding the companies and processes involved.

Ted McConnell, Warc Exclusive, May 2014
In this collection of articles the various elements of the online advertising ecosystem are explained. The articles enable advertisers to take advantage of the opportunities offered by programmatic advertising through understanding the companies and processes involved.

WARC RECOMMENDS


ARTICLE FOCUS

Google enhanced campaigns

Mindshare on tracking Google's evolving products


RECOMMENDED CASES

Search Advertising

Warc's pick of the most effective case studies


ARTICLE FOCUS

Make your brand a verb

How brands achieve ROI on their choice of search words