I used to be a vocal sceptic of all the AI & Machine Learning settings in Google Adwords, and firmly said no to our Google team who regularly suggested we switch campaigns over.
Why? Quite simply we’d tested these settings multiple times for clients over the past 6 or 7 years and they didn’t work! We would switch them on for a client who had consistent (and improving) results, and start to see the results either declining, going haywire or ramping up the spend to Google’s benefit, but without many additional conversions.
Luckily, things are different now, so i’ll tell you what has changed, the best practices that you need to follow before you start and a full breakdown on all of the Google Adwords AI & Machine Learning Optimisation options available for you.
Watch out Google Shopping… Amazon’s advertising business is growing fast!
Estimates have put their ad revenue at $2.1 billion in 2016 and forecast that it will hit $3.5 billion in 2017.
This means Amazon’s ad business is closing in on third place globally behind Google ($80b in 2016) & Facebook ($27b in 2016) and whilst it’s miles away, their platform is still not available in all countries!
There are some pretty confusing areas of digital marketing to get your head around, and one that many struggle with (including myself) is Programmatic advertising.
It’s a type of marketing that is everywhere now and through a combination of technical complexity and the jargon used throughout the industry, it is one that is hard to truly understand.
All of which is made even harder by the fact that if you ask someone who should know what it is, you’ll get a range of different answers.
To help demystify this complexity, in my latest video I take a look at:
- What is programmatic advertising?
- Why has it grown so quick?
- When should you use programmatic?
I keep it as simple and jargon-free as possible so if you’re struggling to understand programmatic – check it out now:
This article originally appeared on Web Profits blog and was featured in AdNews.
With so many businesses reliant on traffic from Google, any change they make can rock the digital marketing landscape.
Especially when it’s as big as their latest update to the layout of desktop search results.