Archive for the advertising Category

What the numbers tell us about the current voice search opportunity

Posted in advertising, Analytics, Attribution, Google, online marketing, PPC, Research, search engines, SEM, voice first with tags , , , , , , , , , on April 1, 2019 by gadler

Despite the rapid growth of voice and virtual assistant adoption, platforms like Google and Amazon have yet to provide businesses with the ability to segment voice interactions from typed interactions in performance reports. This makes it difficult to fully assess the role of voice search and virtual assistants at present, but there are some signals we can use to examine any changes in user behavior and the directional growth of voice interactions.
— Read on searchengineland.com/what-the-numbers-tell-us-about-the-current-voice-search-opportunity-314810

Advertisements

Google’s next chapter for metrics to focus on clarity once ‘average position’ is removed

Posted in advertising, AdWords, Google, interactive advertising, online marketing, PPC, search engines, SEM with tags , , , , , on March 6, 2019 by gadler

Fred Vallaeys explains why advertisers need to rethink bidding strategies and position metrics now that Google has announced it will sunset one of its oldest metrics later this year.
— Read on searchengineland.com/googles-next-chapter-for-metrics-to-focus-on-clarity-once-average-position-is-removed-312947

Digital advertising in the US is now bigger than print and television – Recode

Posted in advertising, interactive advertising, media, newspaper, online marketing, radio, television with tags , , , , , , on February 20, 2019 by gadler

It was inevitable, but it’s finally here: Digital advertising businesses like Facebook and Google will be bigger in the US this year than traditional advertising businesses like TV, radio, and newspapers.

— Read on www.recode.net/2019/2/20/18232433/digital-advertising-facebook-google-growth-tv-print-emarketer-2019

Google featured snippets can now jump to section of content it is sourcing – Search Engine Land

Posted in advertising, Analytics, Campaigns, Google, interactive advertising, mobile, online marketing, search engines, SEM with tags , , , on December 31, 2018 by gadler

Google can now link to some content it is showing in their search results in a new way. Instead of just linking to the page, Google can anchor you to the exact spot of the answer you are looking for and highlight the block of text that is most relevant to your query.
— Read on searchengineland.com/google-featured-snippets-can-now-jump-to-section-of-content-it-is-sourcing-309873

How Search Intent Is Redefining the Marketing Funnel – Think with Google

Posted in advertising, Analytics, Consumers, Google, interactive advertising, Research, search engines with tags , , , , , , , on October 12, 2018 by gadler

Today’s customer journey does not follow a linear path to purchase. Their consideration set is varying and reshaping the marketing funnel along the way.
— Read on www.thinkwithgoogle.com/feature/search-intent-marketing-funnel/

Understanding the new marketing funnel and user intent – Think with Google

Posted in Campaigns, Consumers, Google, Research with tags , , , , , on October 2, 2018 by gadler

Marketing has always been about driving growth. And the formula for how to drive growth in today’s market has changed.

As marketers, we were taught to master the funnel — a linear customer journey from awareness to consideration to purchase. And using mass media, the key levers to drive growth were reach and frequency. We used demographics to approximate user intent and inform our targeting and creative.

But this model no longer applies to today’s customer journeys. In the last six months, Google looked at thousands of users’ clickstream data from a third-party opt-in panel.
— Read on www.thinkwithgoogle.com/consumer-insights/marketing-funnel/

How to drive business outcomes by anticipating consumer intent

Posted in advertising, Campaigns, Google, interactive advertising with tags , , , , , , , on September 2, 2018 by gadler

Segmentation will never be perfect. But when a competitor understands segments by value, they’ll spend to reach — and win — the best customers.

That’s why it’s important to understand a customer’s overall value. Doing so can help inform bidding and build audiences. CLV measures the value a person brings to a business across all of their interactions over time — not just a single transaction. We’ve found that when marketers focus on CLV, they begin to attract more of the customers they care about, stoke ongoing engagement, and ultimately, increase retention.
— Read on www.thinkwithgoogle.com/marketing-resources/experience-design/consumer-intent/

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