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Personalising Search Marketing

personalising search marketing supplement

Reaching advertising-savvy, multichannel and multi-device using individuals demands optimal relevance and precision targeting. It’s time to get truly personal


Marketing has entered the age of personal, bespoke experiences.

And personalisation is an area where search marketing truly excels: there’s a goldmine of customer information and data collection methods available to us, not to mention demographic targeting opportunities, available to search marketers that have never existed for traditional marketing methods.

In partnership with leading marketing magazine The Drum, Click Consult has produced an in-depth guide to using personalisation effectively in your digital marketing strategy. It’s available exclusively to Drum subscribers and visitors to our website.


CONTENTS

3// A Message from: Matt Bullas
Keeping up with changes in the industry is not enough – agencies should be leading the way.
Our CEO Matt Bullas explains how Click Consult is leading the way making plans for a brighter, more ethical future for search marketing – and what the future has in store for the industry.

4// On the Right Track?
We need to stop thinking about the perfect tracking solution and start implementing a better tracking solution, says Director of Search, Alan Reeves.

6// Case Study: Oxfam
Our Bloggers Against Poverty campaign won a Drum Search Award earlier this year and provided the worldwide charity brand with an impressive increase in organic visibility.

7// Case Study: Truprint
Using pay-per-click (PPC) advertising, we improved revenue for the online photo printing specialist, while bringing down spend, therefore improving ROI.

8// Paid Search. This Time, it’s Personal
Dave Karellen, Head of PPC, is passionate about paid search and enthusiastic about the opportunities for true personalisation using location customisation, which he discusses here.

10// Strategic Content
Head of Campaigns and Content Marketing, Beth Rycroft, discusses how purpose, passion and people are key to content personalisation.

12// Personalisation is the New Optimisation
Personalised conversion rate optimisation (CRO) can offer valuable insights into user behaviour, improve site performance and maximise the value of traffic. So why isn’t everyone doing it?, asks Carmen Jones, our Senior Paid Search Executive.

13// Case Study: Chill Insurance
A combination of SEO, content marketing, outreach and social amplification has significantly improved the leading online insurance broker’s organic search visibility.


Download Personalising Search Marketing today for free


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