Search Advertising

SEO, Google and using search for marketing

Search Advertising


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.


Low Lai Chow, Event Reports, ad:tech Jakarta, May 2014

This event report discusses how Amari Hotels, the Thai resort group, used data to understand the impact of digital ads on sales.


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.

David Hewitt, Admap, May 2014
This article describes seven ways in which mobile advertising will be most effective in the future. These are: content and consumer participation to build credibility; native advertising as smaller screens make periphery ads impossible; brand partnerships with networks and sources of inspiration; ads as part of a social community; mobile search; mobile providing continuity in omnichannel marketing; and integrating brands into existing mobile activity.

Matthew Dodd, Warc Exclusive, MAP, March 2014

This presentation describes research findings from a digital media consortium formed of publishers and advertisers which sought to understand and change the way digital media impact is measured.


Stephen Whiteside, Event Reports, ePharma Summit, February 2014
This event report discusses how Viagra, Pfizer's erectile dysfunction drug, sought to tackle the problem of counterfeiting by launching an ecommerce-based home delivery service. Around a third of the 20 million online searches for Viagra each year led to sites selling copies of the product, not the real thing.

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