I’ve learned through experience to be cautious when using the words “content” and “scale” close to each other in SEO because it’s usually coded-speak for creating content in large volumes, primarily for search engines. We’ve seen time and time again this approach ending in disaster when the search engines work out what is going on.
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Conversion is usually preceded by several interactions with a website or an app. Attribution determines the role of each touchpoint in driving conversions and assigns credit for sales to interactions in conversion paths. Therefore, it’s crucial to understand attribution in Google Analytics 4 (GA4). (If you are new to attribution, read the Google Analytics help
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Duncan is an award-winning researcher, with 20 years experience of analysing the technology industry, specialising in cloud computing, edge computing, blockchain, cybersecurity and marketing technology. Shoppers are discovering brands and products via social media ads, recommendations, and updates from brands’ social pages more so than other channels, with over a third (38%) discovering brands via
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About the Author By DMWF | 24th May 2024 Just as a strong building foundation allows architects to create incredible, long-lasting monuments of engineering, a robust brand foundation is vital to developing and maintaining your corporate design. Having a brand-building platform from which you can quickly and efficiently access all elements and assets of your
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TikTok unveiled a suite of new AI and automation tools for advertisers at its TikTok World event, aiming to make it easier for brands to create effective ads at scale on the viral video platform. The big picture. TikTok is leaning into AI and automated ad tech as it looks to cement itself as more
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In today’s digital landscape, inclusivity and accessibility are no longer optional; they are essential for engaging with diverse audiences and fostering meaningful connections. Neglecting digital accessibility can alienate potential customers and limit your brand’s reach. During this webinar, our expert panel will delve into the evolving consumer behaviors and preferences, highlighting the importance of creating
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Unsurprisingly, AI took center stage during the various announcements made today at Google Marketing Live 2024. Updates also focused on creatives, data and giving the consumer what they want straight from the Search results. Now is the time to start paying closer attention to your impression levels.  Here’s a recap of everything you need to
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TikTok is testing a new 60-minute video upload limit, which could unlock new content possibilities for brands, marketers and content creators. Why we care. TikTok is already a powerful discovery engine, but the ability to upload 60-minute videos opens up TikTok’s potential as a platform to host long-form branded video content – rather than breaking
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The Department of Justice’s laid out a damning case against Google in the antitrust lawsuit closing argument. Search Engine Land Managing Editor Danny Goodwin highlighted some of the damaging evidence – including how Google has been increasing costs for advertisers – in How Google harms search advertisers in 20 slides In light of the revelations,
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While the concept of entities for SEO has been around since 2012, it hasn’t been a widely adopted in PPC. Entities are essentially unique people, places, things or concepts that provide context and relationships for keywords.  As AI becomes more prevalent in digital marketing, incorporating an entity-based approach into your PPC campaigns is a way
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Google is rolling out restrictions for suspended Google Ads accounts, limiting the actions advertisers can take while their accounts are suspended. Restrictions will be implemented in June 2024. Why we care. The restrictions could frustrate some advertisers wanting full access during suspension periods. What’s new? The functionality of suspended accounts will be narrowed to a
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Google is encouraging merchants to enable “conversion annotations” – social proof badges that highlight a product’s purchase popularity when displayed in Google Shopping ads. What’s new. Conversion annotations like “best selling” or “1K shopped here recently” provide visual cues about a product’s sales performance directly in the ad unit. Why we care. Conversion annotations incentivize
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Alphabet, the parent company of Google, is making significant strides in discussions to acquire HubSpot, a leading marketing and CRM software provider, according to a new report. The potential deal: “Alphabet has engaged in talks with HubSpot to discuss terms for a potential acquisition, though no agreement has been reached yet”, sources told Bloomberg (subscription
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TikTok is positioning itself as a prime destination for search discovery, touting its community-driven approach as a key differentiator from traditional search engines. New insights. TikTok released new insights emphasizing the platform’s role in driving discovery across the marketing funnel: 61% of TikTok users discover new brands/products on the app, 1.5x more than other platforms.
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“Google is not about blue links. It’s about organizing the world’s information,” according to former executive chairman and CEO of Google Eric Schmidt, speaking earlier today on CNBC. Schmidt was asked about the “blue link economy,” and all the brands and businesses that have benefited from Google Search. But Google is changing. In the new
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Google took center stage at the IAB NewFronts in New York City, pitching advertisers on their evolving streaming ad offerings. The big idea: With streaming continuing to fragment audiences across various platforms and services, ad giants are competing to offer marketers unified solutions for reaching those viewers. Why we care: This new means of doing
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Google and the Department of Justice are presenting their closing arguments today and tomorrow in the government’s landmark antitrust case against the company that owns a global search monopoly. Rewind. The 10-week, high-stakes legal battle probed the business practices of Googe Search last fall.  Why we care: The outcome of this case could forever change
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Duncan is an award-winning researcher, with 20 years experience of analysing the technology industry, specialising in cloud computing, edge computing, blockchain, cybersecurity and marketing technology. AnalyticsIQ, a provider of predictive people-based data, is excited to announce its latest innovation in marketing data and analytics: ChannelIQ. This expansion and new addition to AnalyticsIQ’s comprehensive suite of predictive
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