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Be careful not to ONLY rely on paid media in B2B. Here’s why SEO and content can reduce CPLs years from now. “Buying” customers can work. Just not all that well over the long haul, it turns out. Direct-response, digital ads (like paid search) are among the best converting channels anywhere. Like, ever. In the…
Learn how a personality strength assessment tool can help you identify team members’ strengths and drive greater success. Many agencies have been operating fully remotely or in a hybrid environment for four or more years. But some challenges persist, including: A lack of face-to-face interaction and inability to read body language. Over-reliance on communication tools,…
Understand how attribution in GA4 works – session, user, and event scopes, modeled and blended data, and much more. Conversion is usually preceded by several interactions with a website or an app. Attribution determines the role of each touchpoint in driving conversions and assigns credit for sales to interactions in conversion paths. Therefore, it’s crucial…
Your Money, Your Life seems to not apply to AI Overviews. Google advises users to run with scissors, cook with glue and eat rocks. Google looks stupid right now. And AI Overviews are to blame. Google’s AI Overviews have given incorrect, misleading and even dangerous answers. The fact that Google includes a disclaimer at the…
The AI-powered ad tools and automation capabilities will help brands with centralizing ad creative and measurement, scriptwriting, and more. TikTok unveiled a suite of new AI and automation tools for advertisers at its TikTok World event, aiming to make it easier for brands to create effective ads at scale on the viral video platform. The…
Amazon Performance+ automates campaign management and optimization to drive lower cost-per-acquisition based on predicted conversion rates. Amazon recently launched a new automated ad product called Performance+. Using a black box approach, it employs machine learning to optimize campaigns based on predicted conversion rates. The big picture. Performance+ marks Amazon’s entry into the AI-driven ad automation…
Here are some of the reactions from PPC experts following the many updates announced at Google Marketing Live 2024. Advertisers haven’t been shy about sharing their thoughts on all the announcements from Google Marketing Live 2024. There have been mixed emotions around the many AI updates (Boris Beceric used AI to count the number of…
Google’s Shashi Thakur tells us that users love AI Overviews and click on links. But he has no stats to share at this moment to prove that. In the latest case of tell and don’t show, Google’s VP/GM of Advertising (Ads on Search/Google Properties) Shashi Thakur was interviewed by Marketing Brew about whether users will…
From creative updates, to immersive shopping ads, to new reporting, here’s a recap of all the AI updates from Google’s annual event. Unsurprisingly, AI took center stage during the various announcements made today at Google Marketing Live 2024. Updates also focused on creatives, data and giving the consumer what they want straight from the Search…
Google AI will provide personalized recommendations and advice before connecting them with advertisers’ websites to complete a transaction. Google is experimenting with a new ad experience on Search that aims to guide consumers through complicated buying decisions using AI assistance. The big picture. The test explores how Google’s AI capabilities could enhance ads to provide…