Online marketing & ads

Online advertising pays off when it leads to a page that matches the search intent and when success is measured in enquiries rather than clicks. This category collects articles on paid channels and supporting marketing: campaign setup and account structure, selecting and excluding search terms, ad copy, landing pages, budget control and evaluation by cost per enquiry. Added to this is content with a lasting effect — guide articles, reference pages, newsletters — and the question of how paid and organic visibility complement each other. We describe approaches that work on small budgets too, and state openly where waste occurs. We also show which reports in the account genuinely support decisions and which ones you can skip.