Google rolls out rack of machine learning ad tools

Just a week after announcing a wide-scale rebrand of its ad products, Google yesterday (July 10) launched a suite of new ad tools boxed together using its machine-learning tech capabilities.

The updates were announced in a blog post by Jerry Dischler, the ad tech giant’s vice president of product management, who said the tools came as growing consumer demand for “helpful and personalised” ads, particularly driven by mobile, was beginning to slip away from...

11 July 2018 | Advertising Technology

Google to scuttle its AdWords and DoubleClick brands after two decades

Some two decades after launching, Google’s AdWords and DoubleClick brands are about to be sunsetted and rolled in under one of three simple banners.

The search engine says its aim is to streamline its ad products, better representing the solutions it offers and intentions for growth, as well as making it easier for brands to select the tools needed for campaigns.

Google Adwords will become Google Ads

Having launched in 2000 allowing local businesses to buy text ads...

6 July 2018 | Advertising Technology

What does Amazon’s Alexa For Hospitality mean for marketers?

The voice technology revolution is not just occurring within the home. Hotels, restaurants and the wider hospitality industry are rapidly adopting new tools and solutions to keep pace with the demands of modern consumers.  

The Best Western hotel chain, for instance, is expanding its partnership with Watson Ads on a series of artificial intelligence-powered interactive ad units that engage mobile users checking holiday destinations through The Weather Company. Once engaged in...

4 July 2018 | Advertising Technology

Bing ups its search marketing game with LiveRamp integration

We’ve already given you five reasons why Bing shouldn’t be ignored for search marketing, and its latest integration with LiveRamp provides a sixth.

The underappreciated Microsoft search engine, which actually owns close to a fifth of the global search market, has introduced the data onboarder’s identity resolution provider IdentityLink. And while that may not mean much, in simple terms it allows Bing’s advertisers to target existing customers with relevant ads...

15 June 2018 | Data-driven marketing

Google announces Shopping tweaks to drive brick and mortar sales for retailers

Google has announced a string of new updates to its Google Shopping platform, aimed at attracting online customers to retailer’s offline ‘brick and mortar’ stalls.

Announced at Search Marketing Expo Advanced (SMX Advanced) yesterday (June 12), the search giant claims despite the massive growth of e-commerce driven by the likes of Amazon, when customers want an item right away, 80% will head to the high street.

Google added that the new updates are designed to...

14 June 2018 | Commerce

How to spend a limited digital marketing budget in 2018/19

It’s an important objective imposed on marketers every single year – how best to squeeze every drop out of the annual budget.

Even industry professionals who, on paper, have more cash to splash, are still pressed to make their spend go further. And then there are those less fortunate of course, who have their budgets cut whilst the targets remain as competitive as ever.

So, whichever scenario you find yourself in, if you’re faced with a ‘limited...

22 February 2018 | CRM

Group of seven dominate holiday paid search advertising

New figures from Kantar Media’s AdGooroo platform show that an elite group of consumer brands dominated the click share in UK paid search advertising in the 2017 holiday season.

The search marketing intelligence platform analysed google Desktop and mobile text ad activity on 990 top retail keywords from 1 November to 11 December. Among the most popular keywords for the period were ‘engagement rings’, ‘fitbit’, ‘washing machines’, ‘xbox...

19 December 2017 | Advertising

The seasonal revolution has arrived

Its official – the retail Christmas trading period has arrived, with under 100 days until the big day. In the UK, the trading period generally runs from October to January, and this won’t change any time soon.

But with such a limited key shopping timeframe, many brands are looking to challenge the way the fashion industry works throughout the rest of the year – why focus only on selling cold, wintery clothes when the weather may change imminently?

Ultimately,...

9 October 2017 | Data-driven marketing

The importance of quality score in paid search

Paid search, or pay per click (PPC), often used in conjunction with SEO, remains an essential marketing element for many businesses, most notably those that want an online presence.

But we are still seeing businesses not effectively implementing PPC campaigns successfully. One of the biggest areas that businesses are failing to address is a low AdWords quality score. In short, if you’re trying to master PPC, you need to understand quality score.

According to Google,...

22 August 2017 | Paid Search

Using curated marketplaces to ensure brand safety in digital ad buys

When Forrest Gump’s mother famously told him that “life is like a box of chocolates, you never know what you’re gonna get,” she just as easily could have been talking about digital ad placements purchased programmatically.

Unfortunately, real-time bidding (RTB) is a real problem for advertisers, as the recent boycott of the Google Display Network and YouTube by a slew of frustrated big brands has proven.

8 August 2017 | Advertising Technology