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A quick guide to different types of advertising for different purposes

This article explores different types of advertising online. Which ones are effective? Which among them actually help businesses reach their bottom line and business goals? In Digital Marketing: Integrating strategy and tactics with values, published 2014, Ira Kaufman and Chris Horton wrote that we’re well beyond the stage in which digital media is a fad. In fact, over the last 10 years, digital media has become the means by which consumers communicate with their friends and families, especially when making purchase decisions. This is the main reason why marketers embrace and invest in digital marketing and advertising. But, alongside these welcome developments in customer behavior and expectations, marketers are faced with increasing challenges - algorithm updates, changes in tracking, and increased noise in the digital landscape to name just three. As Anatolii Labinskyi put it 'change is…

AdWords promises new update will save time, boost CRO and reduce CPA

Google have announced a series of new features for AdWords aimed at making dynamic search ads more effective. Dynamic search ads are the AdWords product which creates ads dynamically based on website content, rather than manually setting up keywords on which to bid. The idea is this allows businesses to not miss opportunities they wouldn't have known to bid on with a manually set up keyword-based campaign. It also means when the website content is updated the search ads automatically update, so there is no risk of having out of date ad copy after site updates. Google has pressed ahead with the announcement despite the hurricane of negative PR whipped up by the revelations regarding ads being placed by YouTube and Google Display Network on unacceptable content, such as terrorist propaganda or far right groups. Because search ads don't appear on sites (only…