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Learn the value of building your brand through video, with tips on content types, production strategies and more. As technology advances and high-speed internet connects more people, businesses of all sizes are realizing the power of video content to build their identity and engage with audiences. This article explores how brands are leveraging video to…
An update to attribution models in Google Analytics 4 (GA4) will more accurately credit paid search campaigns for driving conversions. Google is rolling out an update to attribution models in Google Analytics 4 (GA4) to more accurately credit paid search campaigns for driving conversions. Why it matters. The change addresses an issue where conversions that…
Embedding YouTube ads directly into video streams makes them indistinguishable from content, neutralizing ad blockers. YouTube is testing serving ads directly embedded into video streams – the latest move in its war on ad-blockers. Why it matters. The “server-side ad injection” approach bakes ads into the core video file itself, making them indistinguishable from content…
These leading brands are winning by spotlighting underrepresented voices, celebrating individuality, sparking wonder and more. YouTube tapped its machine learning capabilities to analyze over 8,000 of the top ads on its platform this year, surfacing five key creative trends that resonated. Why it matters. The findings, extracted using custom AI models that processed text, visuals,…
This partnership with ad measurement firm Integral Ad Science (IAS) will give advertisers third-party validation for campaign delivery. Reddit is partnering with ad measurement firm Integral Ad Science (IAS) to provide advertisers with third-party validation for campaign delivery across its platform. Why it matters. The integration of IAS’s Total Media Quality suite gives Reddit advertisers…
Google’s plan to automatically pause keywords in advertisers’ accounts after 13 months of no engagement has been met with mixed reactions. A short while after Google announced it would pause low-activity keywords, the Optmyzr team ran a study and got reactions from paid search experts to figure out how marketers may be affected, what shifts…
Move beyond outdated views of paid search as a perfect direct response channel and adapt to new tools and customer-centric strategies. SMX Advanced Day 2 kicked off with Aaron Levy reminding us about the complex nature of search marketing and the need to focus on customers in our strategy. Here are some highlights of his…
Learn to adapt Google’s automated campaign type for retail and DTC ecommerce, lead generation with varying budgets and local businesses. Performance Max is a versatile campaign, but understanding the nuances and adapting it to the account you’re working on can be the difference between investing budget and burning it. One significant reason is that the…
Leverage valuable Google Ads metrics like conversion rate, impression share and lifetime value for deeper PPC insights and opportunities. There are so many metrics you can track when running a Google Ads campaign. Yes, having more data at your disposal helps you make more informed decisions, but to someone new to paid search, all the…
LinkedIn has stopped allowing advertisers to target users in Europe based on Groups data to comply with the EU’s Digital Services Act. LinkedIn has confirmed it will stop allowing advertisers to target users based on data gleaned from their participation in LinkedIn Groups, following pressure from European regulators over potential violations of the Digital Services…