Specialising in PPC & SEM, Jason joined White in January 2014 with a proven background in SEM development. Jason was previously the Group Marketing Manager at Extera Ltd, and during a previous employment at GM he initiated and oversaw the creation of, and managed, the group's digital marketing activities and e-commerce platform taking it to a £3 million turnover in under three years.
Jason has attained a wealth of knowledge and certifications over his 10 years in SEM.
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 a large amount of wasted time on what historically appear to be over complicated accounts.
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?
Identifying data to fuel your PPC strategy can often be a challenge for any digital marketer irregardless of their experience. On Monday 24th November, I gave a presentation at the annual White Exchange Conference on how to locate data to increase your ROAS, return on ad spend. Effectively data is the digital footprint that we, a user, leave behind on-line and it was that footprint that I analysed and discussed with the attending delegates.
For me, search engine marketing is the Holy Grail of advertising. More traditional means of promotion, leaflets, free magazines etc., are often perceived as a nuisance by the very audience it attempts to captivate (I personally cannot stand leaflets through my door every day!). However, search engine marketing targets only 'engaged' users. Users who are actively looking for that particular product or service – at the very time they are looking for that product or service. It ultimately enhances their online search experience.