ADAPTING TO CHANGE

Background Previously on Google, advertisers could only bid on their own brand terms, competitor terms were off limits. However, on April 23rd 2013 Google liberalised their policy on trademarking by allowing advertisers to bid against each other’s brand terms. It was a logical move from Google’s perspective to make search results pages more competitive but it meant that […]

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WHAT EVERY MARKETING MANAGER OUGHT TO KNOW ABOUT GOOGLE MY BUSINESS

Google Plus was launched in 2011, and while it may have had a slow start in terms of user activity, in the last few years it’s seen significant growth in terms of usability and popularity. It also seems that both local and global businesses have taken notice, as more and more companies have started taking […]

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THE FUEL BEHIND DIGITAL TECH INDUSTRIES

Fuelling the interest of major digital players such as Twitter, Lumosity, Buzzfeed and the Gilt Group, a New York based start-up is making waves in the digital space, managing to secure an impressive client portfolio in their preliminary business stage. With BuzzFeed and Twitter dubbing the start-up’s latest concept as the new office water cooler, […]

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AD EXTENSIONS AND IMPACT ON QUALITY SCORE

Background The purpose of this case study is to elucidate how Columbus has driven Our Clients’ successful e-commerce capabilities over the past 3 months through ad extensions. By introducing these sitelinks we have managed to increase leads from 1,186 to 1,986 (67% increase). Combined with our clients’ internal website & sales data, Columbus collected & […]

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RESEARCHING CONSUMER AND INDUSTRY BEHAVIOUR

Background Our client is a market leading Australian brand operating within a number of highly competitive categories including office supplies, technology, furniture and printing equipment. With successful e-commerce and in-store capabilities, our client launched a mobile specific website in 2011. Since then, traffic to the mobile site has grown by nearly 350%. However, direct sales […]

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DRIVING SALES FROM FACEBOOK USER FEEDBACK

The Background Our client is the consumer banking division of the financial services multinational, Citigroup. Columbus & eMitch manage our client’s online media buying in Australia. Together we develop cross channel strategies and ensure that our client is competing with the “Big 4” Australian banks in the digital space. Our client employs a social manager […]

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