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Posted by
Amy Estcourt
January 8th, 2013

PPC Localisation: a new, more flexible Pay-Per-Click advertising model

by Amy Estcourt

LocalisationRunning a successful, cost effective PPC advertising campaign takes a lot more than picking some relevant keywords, writing a bit of clever ad copy then sitting back and watching the results come in. If you want to pull together a successful, competitor-proof campaign, it requires a bit of sound strategic thinking…

The importance of measuring pay-per-click campaigns

Back in the summer of 2011, we created a series of Pay-Per-Click campaigns for a well-known Pub and Restaurant brand, with a chain of over 130+ pubs. The main objective of our ads was to drive as much web traffic as possible at the lowest Cost Per Click. So we set about researching the most relevant search terms and cost effective keywords and wrote persuasive ad copy with messages relating to the most popular pub deals of the week, e.g. Sunday Roasts, Lunch and Evening Meal Deals.

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Posted by
Katie Shoard
October 16th, 2012

The Weird Science of advertising agency self-promotion

by Katie Shoard

Weird Science front coverAdvertising agency self-promotion is a wily old beast. Being given carte blanche for a piece of new business dm may seem like a creatives’ dream, but anyone who’s ever had a crack at the perennial Christmas card brief knows that in order to give your agency standout, whatever you come up, no matter how pretty, needs to have some really solid thinking behind it.

And in our case, an injection of something a little bit weirder.

 

Of course, when I said ‘carte blanche’ I actually was referring to the new double-dip recession version which can be defined roughly as thus: ‘Do what you like, but don’t take the mick’. Fair enough. Blowing the cash for our Christmas party six months before the event wasn’t going to make us popular anyway, so the wooing of potential clients with a personalised Tom-Jones-a-gram was (sadly) out of the question.

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Posted by
Julian Gratton
July 10th, 2011

The power of digital video: How it can increase your web traffic, enhance your business and make you money

by Julian Gratton

Julian Gratton gives a talk on the power of digital video for GBMI recently gave a talk on behalf of GBM as part of their Video Solutions day at Vison+Media at MediaCity. Since the talk I have had several people request some of the case studies I showed, so I thought I would collect as much as I could from that talk into a blog article.

A few years ago we took a major decision at Red C to push our digital video offering, this came about after we read an article in Campaign Magazine, which highlighted that the agency that could successfully deliver low cost video solutions to clients would have a larger share of the future. Which is true when you consider all the places now where clients can use video, from video adverts on the internet to video embedded in magazines on iPads to narrowcasting in Petrol Stations and Taxis… and of course video on YouTube and Vimeo.

Rather than highlight our own work; at the talk I highlighted several video case studies that over the years have impressed me. Together with the videos, I highlighted the responses the videos have received as well as reasons why I think they have been so successful… so here they are:

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Posted by
Katie Shoard
May 5th, 2011

OMG! LOL is now in the OED… here’s what this Copywriter thinks of that!

by Katie Shoard

The Oxford English Dictionary I received a text from my 19 year-old cousin the other week. It said, “Thx 4 bday gift gr8 2 cu lol. cu soon xxx.” I nearly disowned him on the spot. How, I thought, can so many grammatical errors be perpetrated in so few words? Of course I replied in three times the number of characters, without so much as substituting ‘and’ for an ampersand. That’ll teach him.

Until now I have viewed ‘text speak’ as a harmless lexicon of youth… so imagine my dismay to discover that LOL, FYI and OMG have made it into the canon of the English language, the Oxford English Dictionary. LMAO. Seems it might be time to reassess.

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Posted by
Natalie Cooke
March 3rd, 2011

Technology for Email Marketing and Advertising Expo (Day 2)

by Natalie Cooke

Consumers now have a megaphonePicking up from where Julian left off on Day 1, I started my day at Earls Court by throwing myself into a seminar on “stories of multichannel email marketing success” and started to quickly understand why Julian had been so impressed the day before!

“Consumers now have a megaphone”

Grabbed my attention straight away.  The marketing landscape has changed dramatically. If we only look back to the year 2000 – it is enough to make me feel like I have been part of a pretty impressive revolution! Previously as marketers we all focused on a “push” strategy, we planted ideas in consumers heads, told them what to believe, and what to buy. The interaction was all one way and we just kept on banging our big marketing drums!

Times have changed…

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Posted by
Julian Gratton
March 1st, 2011

Technology for Email Marketing and Advertising Expo (Day 1)

by Julian Gratton

The TFM&A logo Technology. It does not like to stand still does it. In fact it makes me smile that if we grabbed someone from ten years ago and dropped him or her in the middle of the Technology for Marketing & Advertising Expo at Earls Court in London… they would probably think they were at least 100 years in the future.

It’s very easy to walk round here and look at some stands and just say ‘Wow, that’s clever’. It’s also very easy to attend some talks that really get your mind racing with the possibilities for your clients… so it’s probably a good job I’m spending today and tomorrow here then!

Thanks to it being painfully slow to get in, I missed the special keynote presentation from Google. From what I could gather, they are saying mobile phones are the future and they were amazed how many people relied on mobile browsing during the ash cloud crisis of 2010.

Anyway, despite missing that talk, here’s what I did manage to listen in on, on day one.

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Posted by
Adrian Rowe
January 12th, 2011

The Great Branded Keywords Debate (Why the case for bidding on your own brand is stronger now)

by Adrian Rowe

Red C's chairman has become a PPC advertising turncoatI’ve got a confession to make.  I’m a PPC turncoat!

I’ve changed sides in the last 12 months on one of the most controversial issues in PPC marketing.  It’s a debate that’s generated a lot of virtual column inches in the search engine forums, and I’ve done a complete u-turn during 2010.  The issue is whether you should be bidding on your own branded terms, and I can recall throughout 2009 passionately arguing that clients shouldn’t pay for clicks that they would get anyway – for free – through being number one in the organic listings.  They would simply be cannibalising their own natural search traffic.

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Posted by
Julian Gratton
December 30th, 2010

I’m going Transmedia Advertising in 2011…and beyond, are you?

by Julian Gratton

Transmedia campaigns are the future when it comes to selling to the disengagedBack in November I attended the NatMag 100 conference at the Saatchi Gallery in London. One of the many interesting talks on the day was by the Future Foundation, who highlighted a few emerging audiences such as Media Madonnas and Digital Divas… audiences who are becoming increasingly hard to sell to thanks to the way they consume their media… essentially these people are disengaged.

It can’t have failed to escape you that over the last few years more and more consumers are becoming disengaged. Many of them sit at home watching the TV with their Smartphone by their side or their laptop or iPad on their knee surfing the web as they catch up on their favourite soaps! In fact it is common knowledge that as a result of this, these consumers are no longer saying, “persuade me and I’ll buy from you” they are saying, “entertain me and I’ll engage with you”.

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Posted by
Andrew Craig
December 23rd, 2010

How to write a successful Adwords advert

by Andrew Craig

A great opportunity to get a postcard pin-up in a blog article

A great opportunity to get a postcard pin-up in a blog article

25 – 35 – 35. These are not the vital statistics of some ill-proportioned beauty contest winner. They actually refer to the number of characters we, as Adwords advertisers, have to play with when trying to get a message across to a potential customer.  Needless to say, when it comes to writing Adwords ads, every character counts.

What makes a good ad?

The first and hardest rule is relevance. If your ad is not relevant to your user’s search query you’ll miss out on a lot of potential clicks. So how do you make your ad relevant? Well the first thing to do is ensure your keyword or phrase appears in the ad headline – and once in the content as well, ideally. This will ensure your keyword/phrase appears in bold on the search results page, helping your ad stand out from any non-optimised ones.

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Posted by
Steve White
November 2nd, 2010

Online Marketing Vs Offline Marketing (Part 1)… Fight, fight, fight!

by Steve White

Online marketing takes on offline marketing in Steve White's latest blog articleI was watching Harry Hill’s TV Burp on Sunday afternoon and it was whilst he was refereeing a fight between a “commercially available instant noodle product and River Cottage’s immediate noodle pot based item” that a rather random thought occurred to me.

What would happen if online marketing was to have a fight with offline marketing? Which one would win? Which one is more effective? Well for me it’s easy. Though I love the more traditional offline forms of marketing I think there is only one winner… and it’s online all the way.

So what am I basing this view on?  Why do I think online marketing is the heavyweight powerhouse of the marketing mix?  Well, my view is very much dictated by four key factors.

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