I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net positive for programs and the industry in general, but an incomplete understanding of analytics leads to ripe ground for getting deceived. Whether it’s auditing…
Search is hard, as Seth Godin wrote in 2005. I mean, if we think SEO is hard (and it is) imagine if you were trying to build a search engine in a world where: The users vary dramatically and change their preferences over time. The technology they access search advances every day. Competitors nipping at…
Amazon is rolling out enhanced AI capabilities to help advertisers create better product listings. The new technology simplifies how sellers create product descriptions, titles, and listing details by automatically generating content based on brief product descriptions. Previously, sellers were required to enter many pieces of information to create product listings, however, the process has now…
Google Ads has confirmed that it is going to update the Location asset requirements in December. The update will clarify the types of location assets that are not permitted on Google Ads. Locations that will not be allowed as Location assets include: Locations that are closed Locations that are not recognized by Google Locations that…
For a long time, optimizing webpages to rank for a single targeted keyword was a common SEO tactic. Marketers would carefully select a high-value keyword and optimize content and on-page elements to rank well for that term. However, this hyper-focused keyword approach is now considered outdated in many cases. Today, searcher behavior, query intent and…
Amanda Chicago Lewis thinks SEO pirates have ruined Google Search and the internet. And she’s going to force that negative narrative on us. No matter what. Yes, SEOs went beyond the world wide web – where you’ve optimized websites and content for nearly 30 years – and wrecked the whole internet. How? That’s still not…
Google Ads offers several ways to create audiences, with custom segments being the most flexible and powerful option. However, most custom segments we see are poorly created. Poorly created audience segments are impossible to refine or optimize since you do not know why the ad is being displayed. Well-crafted audience segments can be optimized similarly…
Instacart is extending its retail media ads to YouTube, allowing select brand partners to convert YouTube viewers directly into Instacart shoppers for same-day delivery. Details. Instacart’s YouTube ads will feature shoppable product links powered by its first-party data and retail media technology. Viewers can click from the ads to purchase items on Instacart for rapid…
On average, Americans now check their phones 262 times a day and daily screen time averages over five hours per day. People are using their phones more frequently, for longer periods of time, and are shopping from their phones more than ever before. With 54% of web traffic coming from mobile, adding text messaging (also…
If your website is struggling to get organic traffic from Google Search – there are three core areas you should focus on, according to Google’s Search Liaison Danny Sullivan: Continue creating high-quality content – do what you think is best for your readers. Diversify your traffic sources and promote your content across multiple channels. Build…