Archive for the Research Category

Why are we still making it so hard to understand Addressable TV?

Posted in advertising, Analytics, Attribution, digital media, Research, television, video with tags , , , , , , , , , , , , , , , on September 30, 2019 by gadler

The marketplace for addressable TV cannot truly scale until the industry speaks the same language, understands the opportunies and creates standards. 
— Read on adage.com/article/cadent/why-are-we-still-making-it-so-hard-understand-addressable-tv/2202041

2019 Google Ad Industry Benchmarks

Posted in advertising, digital media, Google, interactive advertising, online marketing, PPC, Research, SEM with tags , , , , , on June 1, 2019 by gadler

Each year, we dive into our data and look for an answer to one persistent, ubiquitous question for PPC advertisers: what exactly does “average” performance look like? Understanding these benchmarks is key for advertisers to recognize their strengths and weaknesses—and more importantly, how they compare in their industry. 

This year’s Google Ads report will reveal the average performance across the most crucial KPI’s for advertisers, including:

  • Click-through rate
  • Cost per click
  • Conversion rate
  • Cost per acquisition

wordstream-files-prod.s3.amazonaws.com/s3fs-public/documents/google_industry_benchmarks_2019.pdf

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

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/

Google Introduces New Search Engine for Finding Datasets

Posted in digital media, Google, internet, publishing, Research, search engines, world wide web with tags , , , on September 5, 2018 by gadler

Google has launched a new type of search engine designed specifically around helping people find data.

Simply called “Dataset Search,” the tool provides easier access to millions of datasets across thousands of data repositories on the web.
— Read on www.searchenginejournal.com/google-introduces-new-search-engine-for-finding-datasets/268337/

Google rolls out updates to give users easier access to privacy controls – Search Engine Land

Posted in Google, internet, online marketing, Research, search engines, world wide web with tags , , , , , on June 21, 2018 by gadler

Google is rolling out a redesign of Google Account to give users clearer access to their privacy controls and settings.

Jan Hannemann, product manager of Google Account, announced the updates on Google’s blog Thursday. Only Android users will see them right away; iOS and web users will see the new interface later this year.
— Read on searchengineland.com/google-rolls-out-updates-to-give-users-easier-access-to-privacy-controls-300763

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