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  • Though many search marketers focus primarily on non-branded searches, columnist Thomas Stern believes it's crucial to invest in a branded search strategy. Search experts understand the importance of targeting non-branded search terms: Optimizing for high-volume, non-branded terms can drive a significant amount of traffic to your brand’s site. While targeting non-branded search terms [...]

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    Columnist Jacob Baadsgaard shares insights from a study looking into how various paid search metrics correlate with return on investment (ROI). Are your AdWords campaigns working… like, really working? That might be a surprisingly hard question to answer. Anybody with an AdWords account can see if they’re getting clicks, and it’s not too hard to set up conversion tracking — but [...]

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    Columnist Andrew Waber takes a look at four trends taking shape for 2018 that will help brands and retailers collaborate to improve the digital shopping experience. Retailers have always been in the business of creating great shopping experiences. But Amazon has taken the old adage of “the customer is always right” and pushed it to what amounts to an algorithmically driven extreme. [...]

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    Unfavorable competition with Facebook and Google -- and the commodification of its own inventory -- has led advertisers to slow their spend on Twitter.  For four consecutive quarters, Twitter’s advertising revenue has declined year over year. But Twitter’s ad business isn’t in a free fall so much as it has settled down, according to ad buyers. Twitter’s ad business suffers under[...]

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    The video ad-creation mobile tool aimed at SMBs was announced on June 15 of this year. Six months after launching the YouTube Director app, Google has shuttered the video ad-creation tool designed for SMBs. The following message was posted on the YouTube Director Help page: The YouTube Director for Business iOS app will no longer be available as of December 1, 2017. After that [...]

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    Even as it has hit several brand safety bumps over the past year, YouTube is poised to raise prices on premium ad inventory in the coming year. Business Insider reported this week that the video platform will increase ad rates on reserved inventory by as much as 20 percent in 2018. That’s the premium inventory that advertisers can buy on a fixed CPM or CPD (cost-per-day) basis in [...]

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