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Ozometer by Play
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.Search toolkits
The IAB's search council has compiled a selection of downloadable toolkits designed as useful aids for marketers looking to learn more about the discipline.
Search is a fundamental part of consumers' lives. As consumer behaviour continues to change at pace, the internet has become central to the lives of the digital generation.
Search has traditionally been heavily used as a direct response tool in markets like Financial Services and Travel. Many FMCG brands use search to a great effect however this vertical is still seen (within the industry) as a market that has not reached its full potential. Search - within this sector - has the potential to be much more than just a direct response platform and can be used as a complimentary tool to pull consumers to your brand.
This Toolkit aims to help advertisers break through the web of tools out there and show you how to use them effectively. There will also be links to research and case studies which show how search can positively influence your brand.
Download: Search Toolkit for FMCG Brands - PDF (1346k)
Due to the vast amount of content publisher sites produce and their reliance on traffic to sell advertising inventory, they are incredibly reliant on search to drive a large portion of that traffic. This also makes it a competitive sector that fights for the attention of consumers searching for content, often with a short lifespan.
The highly competitive nature of the sector and the sheer volume of content means most publishers are very familiar with search, with many boasting high levels of expertise. However, in the process of creating this document we’ve discovered areas that we believe offer opportunities that many publishers have yet to make the most of.
This toolkit helps to highlight some of these opportunities, but it is just the start of the conversation.
Download: Search Toolkit for Online Publishers - PDF (1098k)
Search engine marketing places a lot of responsibility on advertisers,
raising issues that can affect your campaigns. These include trademark use and copyright, user privacy, invalid clicks and the intellectual property of the campaign such as traffic data and keyword lists. All of these issues are, to varying degrees, bound by UK law.
As an advertiser you must be aware of all of the issues and the best practice involved in each area to prevent and deal with potential problems.
The IAB Search Marketing Help Centre explains each of these areas, offering advice and recommendations to make sure your campaigns meet best practice at every step of the way.
Download: Search Help Centre - PDF (210k)
Choosing a search agency can be a daunting task with lots of documents to provide and presentations to sit through. However, the right selection process will ultimately lead to a rewarding and enjoyable working relationship.
This checklist should help you remember to tick off some of the more important aspects. It is not designed as a mandatory, rather a guide.
Download: Selecting A Search Agency Checklist - PDF (55k)
Search Toolkit for FMCG Brands
Search is a fundamental part of consumers' lives. As consumer behaviour continues to change at pace, the internet has become central to the lives of the digital generation.
Search has traditionally been heavily used as a direct response tool in markets like Financial Services and Travel. Many FMCG brands use search to a great effect however this vertical is still seen (within the industry) as a market that has not reached its full potential. Search - within this sector - has the potential to be much more than just a direct response platform and can be used as a complimentary tool to pull consumers to your brand.
This Toolkit aims to help advertisers break through the web of tools out there and show you how to use them effectively. There will also be links to research and case studies which show how search can positively influence your brand.
Download: Search Toolkit for FMCG Brands - PDF (1346k)
Search Toolkit for Online Publishers
Due to the vast amount of content publisher sites produce and their reliance on traffic to sell advertising inventory, they are incredibly reliant on search to drive a large portion of that traffic. This also makes it a competitive sector that fights for the attention of consumers searching for content, often with a short lifespan.
The highly competitive nature of the sector and the sheer volume of content means most publishers are very familiar with search, with many boasting high levels of expertise. However, in the process of creating this document we’ve discovered areas that we believe offer opportunities that many publishers have yet to make the most of.
This toolkit helps to highlight some of these opportunities, but it is just the start of the conversation.
Download: Search Toolkit for Online Publishers - PDF (1098k)
Search Help Centre
Search engine marketing places a lot of responsibility on advertisers,
raising issues that can affect your campaigns. These include trademark use and copyright, user privacy, invalid clicks and the intellectual property of the campaign such as traffic data and keyword lists. All of these issues are, to varying degrees, bound by UK law.
As an advertiser you must be aware of all of the issues and the best practice involved in each area to prevent and deal with potential problems.
The IAB Search Marketing Help Centre explains each of these areas, offering advice and recommendations to make sure your campaigns meet best practice at every step of the way.
Download: Search Help Centre - PDF (210k)
Selecting A Search Agency Checklist
Choosing a search agency can be a daunting task with lots of documents to provide and presentations to sit through. However, the right selection process will ultimately lead to a rewarding and enjoyable working relationship.
This checklist should help you remember to tick off some of the more important aspects. It is not designed as a mandatory, rather a guide.
Download: Selecting A Search Agency Checklist - PDF (55k)
