Google Adwords: Customer Match

Recently Google introduced a new feature for its advertising platform called Customer Match, which allows advertisers to “upload a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns and ads specifically designed to reach your audience.” (read more in the Adwords blog)

In other words, by matching your customer database of contacts with Google’s information about those users, whenever they are browsing Google Search, Gmail or Youtube advertisers will now be able to reach their audiences more effectively by targeting even better ads, with more relevant content and better timing. It is similar to Facebook custom audiences, but according to some experts, this tool is more exciting and shows more potential in terms of ad targeting and relevancy.

How to implement this – If you want to try out this new feature, you have the whole process, step-by-step, in Google’s support center.


Inside Google AdWords

Why Google AdWords?

As an internet user, when you think about Google, you probably think about its search engine and how often it gives you the answers you need. But as a marketer, one needs to go deeper than that and understand its advertising platform and its potential to help a business get quality traffic to a website.

Advertising in Google is undoubtedly a successful  way for any business to reach a wide audience in the online world. But don’t take my word for it, just check some of the stats of Google’s weight in the search market (you can check this and more stats @

  • 11.944 billion google searches are done every month
  • There are, per month, about 1.17 billion unique Google searchers
  • Google has around 75% of the US search market and around 92% of the European market (check business insider’s article Here’s How Dominant Google Is In Europe)

Obviously, this does not come easy if you are not familiar with the nature of this type of advertising, but there is a lot of good information available out there and Google itself provides clear and structured content in their AdWords Help Center.

Nonetheless, let me introduce here some key elements that can help you better grasp the concept and its business potential:

Continue reading “Inside Google AdWords”

Devising your Digital Marketing Plan

– Where to start?

If you are reading this, you probably have an idea about marketing plans but you still are not sure about how marketing in the online world differs from the traditional marketing.

The main difference is at the nature of the internet and how it holds enormous potential to interconnect people globally in a way that is unprecedented. It give us access to information like never before and it allows anyone to be able to offer their product or service to almost anyone, anytime and anywhere.

Nonetheless, the classic marketing plan concepts still carry the true principles and ideas that allow any marketing project to succeed.

I would then summarise what I believe are some of the pillars of a digital marketing plan:

  • Start on your client and work backwards – everything else will fall into place accordingly
  • Understand the Digital Marketing Funnel
  • Determine your Online Value Proposition
  • In the online landscape, everything is measurable, so mine the data and turn it into actionable information
  • Situations and plans change, especially online, so make sure your plan is realistic but flexible

– Creating your Digital Roadmap

This process has a few important steps to understand:

Continue reading “Devising your Digital Marketing Plan”

Return on Investment (ROI) in Marketing

Why is ROI necessary in Digital Marketing?

ROI is “a performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments” (

It has been proven useful for many businesses throughout the years and, with the advent of digital marketing (and its strong measurement capability), ROI has also placed itself as a key figure to look in any marketing report.

In other words, if you want your CEO and CFO to understand that you’re bringing in profits or to stand by a campaign that you’re planning, you have to show them the money – and that’s where the ROI comes in handy.

Since it is crucial for any marketing manager to provide actionable and reliable data, it has become clear that such metric should be integrated in order to strengthen the relationship between Information & Decision.

Continue reading “Return on Investment (ROI) in Marketing”

S.E.O. Explained

What is Search Engine Optimisation?

The concept itself is not hard to grasp. We can basically define SEO as a group of strategies that you can apply in order to make your website relevant to the users of a search engine, making it easy for people to find what you offer (you can check more about SEO and SEM in the article: SEM / SEO / Paid search advertising – How does it all come together?).

If you are a beginner, take a look at this great video from the guys over @searchengineland:

Continue reading “S.E.O. Explained”

Digital Strategy in the online world

Marketing: Online Vs Digital

digital marketing

Online Marketing & Digital Marketing are two concepts that are easily confused and mistaken as one and the same. In order to better grasp the differences and similarities, nothing like starting from their definitions.

Online Marketing (also called Internet Marketing) corresponds to all marketing efforts that exist to promote a business online. One important distinction that derives from this is the Online Vs Offline business, being Offline business all those that do not have a presence in the web (no website, no social media, no advertising, etc).

Continue reading “Digital Strategy in the online world”

SEM / SEO / Paid search advertising – How does it all come together?

You are probably wondering: “What exactly is Search Engine Marketing?”

Well, let us start with how it is defined out there:

According to Wikipedia, SEM “is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages to enhance pay-per-click (PPC) listings.”

Continue reading “SEM / SEO / Paid search advertising – How does it all come together?”