Breakthroughs in AI are revolutionizing Google Search, offering advertisers enhanced ways to reach customers. Google’s continuous improvements to AI-powered broad match have led to a 10% increase in performance for advertisers using Smart Bidding in the last six months. To make these benefits more accessible, Google is introducing four key updates to query matching and brand controls. Brand Inclusions in Broad Match: This allows you to leverage broad match benefits while limiting traffic to specific brands. You can now easily identify and apply brand inclusions through new recommendations on ..read more

This year’s Google Marketing Live was one for the books! A ton of great product announcements were made, all showcasing how AI is transforming every aspect of digital advertising. Below you’ll find a quick list of the announcements I was most excited about. Performance Max Advanced image generation technology The ability to add brand guidelines (including brand colors and font) AI-powered image editing (add/remove objects, adjust sizes, extend backgrounds, etc.) Partnerships with 3rd-party platforms like Canva. (this allows teams to create assets outside of Google and export them to Google Ad ..read more

At the recent Google Marketing Live event, Google unveiled a series of advancements primarily focused on integrating generative AI into various advertising tools to enhance campaign creation, targeting, and performance. Below are a few of the updates that were shared, and my personal favorites. In-Platform Asset Creation Google announced updates to the already existing image generation technology that advertisers can use to create compelling images for Performance Max, Demand Gen, and Display campaigns. Later this year, Google will roll out functionality to input your very own brand guidelines ..read more

In September 2023, Google admitted to making frequent adjustments to the auctions it uses to sell search ads, resulting in increased costs for advertisers, sometimes up to 5% on average and even 10% for certain queries. Jerry Dischler, a Google Ad executive, revealed this during a federal antitrust trial, mentioning that Google typically doesn’t inform advertisers about these pricing changes. 8 months later, the U.S. Department of Justice (DOJ) continues to hammer Google on their manipulation of search prices in their closing statements. The following slides are from the DOJ’s closing deck, wh ..read more

Connected TV, often referred to as OTT (Over-The-Top) or streaming television, allows advertisers to reach their audience in a more targeted, personalized, and measurable manner than traditional TV advertising. LinkedIn has recently announced that they now offer CTV ad placements within their self-service advertising platform, “Campaign Manager.” This is very exciting news for B2B advertisers who now have an additional avenue to engage with the highly targeted audiences offered by LinkedIn. LinkedIn states that their network of publishers includes Paramount, Roku, and Samsung Ads and cites tha ..read more

Google has recently announced more innovations to Performance Max campaigns. The new features below continue to leverage Google AI and offer enhanced control and insights for advertisers. Customer Lifecycle Goals: New(er) customer acquisition goals prioritize finding new customers while now advertisers can focus on finding high-value customers. In addition, a new retention goal targets lapsed customers, fostering a comprehensive customer lifecycle strategy. IP Exclusions: Account-level IP exclusions allow marketers to filter out irrelevant traffic, ensuring ads reach only the most relevant aud ..read more

In the ever-evolving landscape of digital marketing, staying ahead of the game is crucial for advertisers across industries, especially in the wake of the impending third-party cookie deprecation. Search Engine Marketing (SEM) continues to be a cornerstone of digital marketing, and one of the latest advancements, Enhanced Conversions (EC), is reshaping how marketers measure and optimize their campaigns. In this blog post, we’ll delve into what enhanced conversions are, how they work, and explore their benefits. What Are Enhanced Conversions? Enhanced Conversions represent a leap forward in SEM ..read more

Email marketing provides marketers with many ways to connect with consumers. This is best done through automation – setting up email campaigns with certain triggers and rules to serve personalized messages. With people having multiple email addresses and inboxes being saturated with promotional emails, using automation correctly can be key to increasing your open rates and engagement. From my experience working with clients, here are four types of email automations that work well to engage with customers and increase ROI: Welcome Series: When a new user subscribes, signs up or purchases for th ..read more

Every type of advertisement must connect with the audience to be successful. From banners, to videos, to search campaigns – advertisers have a small window of time to make a good impression. As the trends change and the advertising space continues to get more competitive, how you can connect with the audience also changes. Here are some points to be sure you consider in your digital strategy that will help you connect with your target audience: Create Personas: creating buyer personas is a great exercise because you can clearly see your audience come to life as it makes you think about every a ..read more

In the ever-evolving realm of AI and digital advertising, staying informed about the tools at your disposal is crucial. Meta’s Advantage+ targeting has emerged as a potentially powerful force in the advertising arena (especially after Meta recently announced further updates being made to the detailed targeting options available), but like any tool, it comes with its own set of advantages and drawbacks. In this blog post, we’ll explore the pros and cons of Meta’s Advantage+ targeting to determine whether it aligns with your digital advertising strategy. Pros of Advantage+ Targeting: Expansion ..read more