By James Carswell

Start the New Year as you mean to go on, by reading our most popular blog articles from the last 12 months. Covering Digital Analytics, Performance Marketing and Creative, there's something here for everyone, so get stuck in...

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How was 2017 for Merkle | Periscopix?

It was another exciting year for Merkle | Periscopix as we integrated more closely with the Merkle family and started to help our clients benefit from the wider service offerings and expertise this affords. With Merkle's acquisition of two European agencies - Aquila Insight, a large UK-based data analytics consultancy, and Divisadero, a Spanish digital intelligence and business transformation company - we further cemented our position as the authority in people-based marketing. With our continued growth, we also secured beautiful new riverside premises overlooking St Katherine Docks and the Tower of London.

At the tail end of the year we welcomed Michael Komasinski into the role of President for Europe. We're excited to see Michael take our European expansion to the next level and help build on our strong performance marketing capabilities.

We were among the first agencies in Europe to acheive Google Attribution 360 Partner certification (Divisadero are another certified agency), growing our strength and expertise within the world of web analytics.

We are proud to have won a number of awards including Biddable Team of the Year, Best Use of Performance and three different RAR+ Digital Awards; we're particularly happy about the latter as these can only be achieved through feedback from clients. Merkle ranked 14th in Econsultancy's Top 100 Digital Agencies Report, the definitive listing of the UK's largest digital agencies, and was named as one of only four leaders in Forrester's latest report, The Forrester Wave™: Search Marketing Agencies, Q4 2017.

The Blogs

Here, we'll take a look through the top 10 blogs by pageviews that we published on our site in 2017, followed by a small selection of those we published around the web that you might have missed.

From the Merkle | Periscopix blog

  1. Data Studio 101: How to Get Real-Time Reports in Data Studio - Dan Jennings & Jeff Lukey

    Here, Dan & Jeff show how our team came up with an innovative solution allowing us to create real-time reports using any connection type in Data Studio, avoiding the need to refresh the data manually.
     
  2. Data-Driven Attribution Models Across Google Platforms - Nam-Anh Tran

    With Google rolling out Data Driven Attribution models across its marketing platforms we couldn't resist diving into the nitty-gritty of the different platforms. Nam explains how DDA models work and shows how they differ across the four platforms.
     
  3. Apple’s Intelligent Tracking Protection Is Here – We Discuss The Immediate Platform Implications and Solutions For Search and Display Advertising - Ruaridh Stewart

    A significant disruption to the digital marketing and advertising industry, Ruaridh provides a recap of what Apple Intelligent Tracking Protection actually is, discusses how it affects our advertising platform partners and addresses any longer term industry implications.
     
  4. “Near Me” – The Rise Of Location Based Searches - Laura Gleadhill

    With the ongoing rise of mobile searches and “micro-moments”, we find searches including the term “near me” are becoming more and more commonplace. Laura provides some insights into these searches and top tips for optimising your AdWords account to deal with them.
     
  5. Google Attribution & Google Attribution 360 - Emily Tantot

    Emily explains how the newly released (and free!) Google Attribution will add value to your business and whether you should take the next step and invest in Google Attribution 360.
     
  6. Calculating Bid Adjustments: How to Set More Specific Bids In AdWords - India Hutchinson

    Here, India tackles one of the most important features of audiences in AdWords, covering each type of bid adjustment, how they can be calculated, how multiple adjustments stack up against one another, and whether there are alternative, less time-consuming methods of setting more specific bids.
     
  7. Get Nerdy with Google Web Designer - Jordan Koroknai

    Jordan shows what it takes to design and build engaging creatives with Google Web Designer, whether that's using innovative components still fresh in beta or getting down and technical with custom code.
     
  8. Users, Users Everywhere! - Joe Whitehead

    With the latest ‘Users Everywhere’ update, Google Analytics places Users at the heart of reporting. Joe explains everything you need to know.
     
  9. How to Use PPC to Support TV Advertising - James Howard

    TV and Search overlap more than you might think, and ensuring that the two channels are in sync will maximise your chances of marketing success. James shows how you can tailor your PPC activity to better support a TV campaign, even if you don't have access to a pre-packaged tool.
     
  10. Dynamic Landing Pages: Relevance Made Easy - George Gangar

    The theory goes that the more relevant your landing page, the better your conversion rate. So what if you had a landing page that became more relevant automatically? George explains all.
     

Looking at overall views, our most popular blog by a long way in 2017 was Pam's blog, published in 2016, which looked at whether you should run your display activity on the GDN (Google Display Network, via AdWords) or on DBM (DoubleClick Bid Manager). Still just as relevant, if you're asking the same question, have a read.

Let's also take a quick look at three other articles that were published close to the end of 2016, but built up a significant volume of pageviews in the last year. After Google's announcement of an integration between Google Drive and BigQuery, Adrian looked at a practical use case for e-commerce retailers and took us through some set up instructions. At Merkle | Periscopix, we have always placed a strong emphasis on the importance and power of audience targeting. Dan explained the difference between DoubleClick Bid Manager's affinity, custom affinity and in-market audiences and gave some tips on how to use them. Finally, Ru looked at the web query functionality in DoubleClick Search and showed how it can be used to expand your arsenal and provide a more autonomous reporting solution.

From around the web

  • Protecting Your Brand’s Ads on Facebook - Laura Collins

    Brand safety was a hot topic in 2017 and we had to keep ahead of the game to ensure our client's accounts were protected. In this article, Laura discusses brand safety on Facebook, providing tips for how to stay away from risky ad placements.
     
  • Apple Search Ads: Still tapping after 6 months of testing - Anna Shirley

    We were really excited to get our hands on the Apple Search Ads platform when it launched in the UK. Here, Anna shares her impressions of it, highlighting its positives and negatives and discussing what she hopes to see from the platform in the future.
     
  • Social Media Ad Fatigue: How to combat it without spending all day making new creatives - Laura Collins

    A familiar problem for anyone running any kind of display or social media advertising, Laura shares some key techniques for refreshing your creative efficiently and effectively.
     
  • 5 Steps to Success for Low-Conversion-Volume Accounts in AdWords - Anna Shirley

    As a data-driven agency, we place a huge amount of value in conversion data. The more conversions we have in an account, the better we can optimise and improve our campaigns. But what to do when that conversion volume just isn't there? Here, Anna shows how a low-volume account can be a great opportunity to get more creative and inventive.
     
  • Improving the Social Shopping Experience: Facebook Shoppable Feed ads - Laura Collins

    With Facebook's new Shoppable Feed ads, retailers can showcase multi-product imagery within the news feed. Laura takes a look at the format and explains why it's time for your brand to hop on board.
     
  • Should PPC Agencies Be Scared of Automation? - Anna Shirley

    Another hot topic of 2017, we're expecting automation to be big in 2018 and beyond. But don't be scared, as Anna explains, when it comes to PPC, automation leads to more effective and efficient processes, benefiting advertisers as well as those working in the industry. This article was the second most read column last year on the Martech website!
     
  • Finally Getting (Linked)In on the Retargeting Action - Laura Collins

    Back in April 2017, LinkedIn officially rolled out Matched Audiences, giving advertisers new audience targeting options. Laura showed how new retargeting capabilities make it far easier to drive direct response on LinkedIn.

I'd like to close by wishing you all a prosperous 2018. Keep following us on Twitter, Facebook, LinkedIn and Google+ to stay up to date with our latest blogs.

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