- So What Makes A Good PPC Account Structure?
I’m often asked, ‘what makes a good PPC account structure?’… well in truth, it varies from account to account. There is no real champion account structure as such. Instead, what I want to share with you is the back-bone of an account structure which should typically bode well for any account. Following the simple steps below cuts out […]
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- #SEONOW2015: What does SEO reporting look like in 2015?
At the start of the year I was asked to participate in Linkdex’s annual SEO Now ebook, alongside a number of industry experts from around the world. The theme for the eBook was around Reporting in 2015, and my section is below. WHAT DOES SEO REPORTING LOOK LIKE IN 2015? In 2015, brands will move […]
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- Consider Ad Copy As A Group of Swappable Elements
So, we’re well on our way into 2015 and it’s time to look back on what we’ve achieved so far this year. New digital strategy, check… New programmatic targeting methods, check… Account expansion, check… Reviewed ad copy and variant tested…..no? More often than not we find ourselves jumping into and testing new features released by the leading platforms but end up […]
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- The 2015 Google Analytics Individual Qualification (IQ) exam: tips & resources to help you pass
At White, all members of the delivery team are expected to gain qualifications in Google Analytics, Google AdWords (Advertising Essentials, Advanced Search, and Advanced Display) and Bing Ads. Hannah and Bobby became accredited in Google Analytics in January 2015, and have since been carrying out workshops to share their insights with colleagues. They’ve come together to […]
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- Google announce ‘significant’ impact of mobile ranking signals
Yesterday, Google announced via the Webmaster Central blog that, from 21st April 2015, mobile ranking signals will have a ‘significant’ impact on search results. These ranking signals will only affect mobile searches and will be used across all languages. For most of us in the search marketing industry, this announcement shouldn’t come as much of […]
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- UK Digital Events 2015
The digital industry is thriving and the rate of change can seem overwhelming, that is why a good event or conference is a great way to stay in touch with the industry and the diverse mix of people who make it. White has a proud history of event attendance, with a number of decorated speakers […]
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- PPC in 2014 – The Year in Paid Search
Paid search is always changing: platforms are always bringing out new features or changing old ones. So here’s a reminder of all that’s happened in PPC in 2014, the year in paid search. AdWords Flexible Conversion Counting came in February. The most obvious change was in naming: Conversions (one-per-click) and Conversions (many-per-click) columns turned into […]
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- A user-centered approach to building content
At the end of November I had the chance to present in one of SEMrush’s excellent webinar series. The topic: how to take a user-centered approach to content building for more traffic and links. It was certainly an exciting, if a little nerve-wracking, experience, and one I really enjoyed, as being able to share ideas […]
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- WHITE EXCHANGE 2014 WELCOMES DELEGATES TO THE ASHMOLEAN MUSEUM OXFORD
On Monday 24th November, White welcomed over 100 delegates with exclusive access to the prestigious Ashmolean Museum for its annual White Exchange conference. ‘Turning Data into Strategy’ was the focus of the day and attracted representatives from both client and agency side from a wealth of London and Oxfordshire-based businesses. The day kicked off with […]
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- 4 steps to building a data-driven strategy [Presentation]
On Monday 24th November, I gave a presentation on building a data-driven strategy at White Exchange.
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