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.
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 | Nov 4, 2022 at 10:27 am ETSmaller 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.
Andy Taylor | Nov 23, 2020 at 12:49 pm ETWith close variant taking the place of broad match, limiting keywords isn't enough for keeping query-to-keyword matches tight.
Andy Taylor | Aug 25, 2020 at 8:00 am ETAdvertisers must consider the lag time between ad click and conversion as well as historic performance around key days to estimate shift.
Andy Taylor | Jul 24, 2020 at 8:00 am ETMost of us won’t weep about the death of broad match but we will miss the days of total match type control.
Andy Taylor | Mar 20, 2020 at 8:00 am ETMarketers should be looking at the brand-building potential across both display and search ads because Amazon is not just about direct response anymore.
Andy Taylor | Feb 6, 2020 at 2:50 pm ETMaps 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.
Andy Taylor | Nov 22, 2019 at 8:00 am ETWhile 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.
Andy Taylor | Oct 8, 2019 at 1:21 pm ETHere's a look at research based on the past year and how advertisers should think about close variants moving forward.
Andy Taylor | Sep 17, 2019 at 8:00 am ETWhile we are at the mercy of Google’s auction systems in determining CPC, we can install safeguards to ensure increases are controlled.
Andy Taylor | May 20, 2019 at 12:50 pm ETSince we can't segment voice from typed interactions in performance reports easily, it's helpful optimization for voice search overlaps with traditional search.
Andy Taylor | Apr 1, 2019 at 2:19 pm ETAre keywords dead, or slowly dying? Columnist Andy Taylor believes that's up to Google as it controls keeping keyword negatives strumming.
Andy Taylor | Feb 13, 2019 at 8:00 am ETBrands need to invest resources into feed management and utilize format variations to ensure they appear in as many relevant queries as possible.
Andy Taylor | Jan 2, 2019 at 8:06 am ETShopping, local searches and audience optimizations are three of the biggest considerations to keep in mind.
Andy Taylor | Nov 21, 2018 at 7:30 am ETThe 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?
Andy Taylor | Nov 20, 2018 at 2:53 pm ETWhen a lack of advertiser control -- whatever the platform's motives -- results in unintended purchases, trust inevitably erodes.
Andy Taylor | Oct 12, 2018 at 3:23 pm ETSay 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.
Andy Taylor | Sep 17, 2018 at 1:25 pm ETContributor Andy Taylor shares his take on Google's expanded text ads (ETAs), drawing comparisons to the new responsive search ad (RSA) format.
Andy Taylor | Aug 16, 2018 at 12:22 pm ETWith 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.
Andy Taylor | Jun 28, 2018 at 11:36 am ETGoogle 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.
Andy Taylor | May 24, 2018 at 9:42 am ET