Amazon holiday shopping outlook: A guide for advertisers
Amazon marketers should look into 2021 data as soon as possible to get a sense of when to hit the gas on advertising this year.
Andy Taylor is vice president of research at Tinuiti, focused on creating unique views into digital marketing performance based on $3 billion in annual ad spend under management. In addition to Search Engine Land, his work has been featured in major publications such as The Wall Street Journal, Bloomberg and The New York Times, among many others.
How DuckDuckGo (and Microsoft) benefit from Google’s sprawling advertising business
Smaller search engines are able to monetize their results with Google’s advertiser base to reach searchers on those properties with as few obstacles as possible.
2020 Google paid search trends that have nothing to do with the pandemic
With close variant taking the place of broad match, limiting keywords isn't enough for keeping query-to-keyword matches tight.
The importance of valuing latent orders to successful Amazon Sponsored Products management
Advertisers must consider the lag time between ad click and conversion as well as historic performance around key days to estimate shift.
How Google close variants brought broad match to every match type
Most of us won’t weep about the death of broad match but we will miss the days of total match type control.
The importance of building brand awareness through Amazon advertising
Marketers should be looking at the brand-building potential across both display and search ads because Amazon is not just about direct response anymore.
Paid search trends to watch for the 2019 holiday shopping season
Maps will play a larger role for retailers with physical stores and while Google Shopping will likely be the star, Amazon is poised to play the Grinch.
With loss of Yahoo and image search, Google Shopping search partner traffic nosedives
While it is a small fraction of Shopping traffic, the partner network can help advertisers currently excluding this traffic to grow moving forward, particularly in a competitive Q4 holiday season.
Search query reports show a huge increase in Google close variant traffic
Here's a look at research based on the past year and how advertisers should think about close variants moving forward.
Be smart, advertisers. Here’s how to approach rising Google brand CPC
While we are at the mercy of Google’s auction systems in determining CPC, we can install safeguards to ensure increases are controlled.
What the numbers tell us about the current voice search opportunity
Since we can't segment voice from typed interactions in performance reports easily, it's helpful optimization for voice search overlaps with traditional search.
Death of the keyword: What it is (and is not) for retail
Are keywords dead, or slowly dying? Columnist Andy Taylor believes that's up to Google as it controls keeping keyword negatives strumming.
Google Shopping is largest growth opportunity for most online retailers in 2019
Brands need to invest resources into feed management and utilize format variations to ensure they appear in as many relevant queries as possible.
Paid search trends to watch for the 2018 holiday shopping season
Shopping, local searches and audience optimizations are three of the biggest considerations to keep in mind.
State of the Google Shopping auction heading into the 2018 holiday season
The paid search results of the upcoming holiday season will be heavily dependent on Google Shopping performance for many retailers. But how will Google Express factor into it?
Loose match types, bid-caching, and getting what you pay for in digital marketing
When a lack of advertiser control -- whatever the platform's motives -- results in unintended purchases, trust inevitably erodes.
Google is right; click-through and conversion rates kinda don’t matter
Say what? Turns out you may be focusing on the wrong things if you're fixated on click-through and conversion rates. Here are a number of reasons why.
The Google expanded text ad CTR lift that never was
Contributor Andy Taylor shares his take on Google's expanded text ads (ETAs), drawing comparisons to the new responsive search ad (RSA) format.
The growing importance of remarketing audiences in Google paid search management
With the explosive growth of click share coming from remarketing audiences, contributor Andy Taylor feels it’s important to consider both incrementality and personalization when using audiences for paid search management.
The status of Google’s presence in Google Shopping Auctions
Google has long been visible in these auctions, not only through Express but also Play and Store. Contributor Andy Taylor evaluates its presence and assesses how it's changed over time.