paidsearch

Google Eliminates Paid-Search Average Position Metric 03/06/2019

by Ram Singh , Op-Ed Contributor, March 6, 2019 On February 26th, Google officially announced that it will sunset its paid-search average position metric in September 2019. This is the most significant change seen in search advertising in years. Many brands are now wondering how this will impact their costs, presence and prominence, and efficiency on …

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Study: Responding to reviews can improve paid-search conversion rates

Digital marketing agency Location3 has released a new study that argues more review stars translates into higher paid-search conversion rates. While this finding makes intuitive sense, the study documented it with 16 months of SEM campaign data. The data come from campaigns for national brands with local stores. In this context, “conversions” means post-click consumer …

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The future of paid-search marketing is machine learning and AI

Acquisio released a report (PDF) this month that argues machine learning algorithms can dramatically improve paid-search marketing performance vs. accounts that don’t use them. Acquisio calls its suite of machine learning tools “Acquisio Turing,” after British computer scientist Alan Turing. The company looked at thousands of campaigns over a two-year period, comparing results from machine learning-supported …

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