PPC

Springtime brings with it the annual Hero Conf, where PPC marketers from all over the country (nay, the world!) gather to immerse themselves in all things digital advertising. The conference offered more than 40 sessions with topics ranging from visual search to “Moneyball Analytics”. If you missed it this year, have no FOMO. Effective Spend sent three of our own PPCers to represent and report back on the top...

For many digital marketers, machine learning is the clear next step for paid search. In the age of Alexa, Siri and Google Home, artificial intelligence and more specifically, machine learning has taken a front seat in everyday life and now digital marketing. In a recent Search Engine Watch post, they described machine learning as taking artificial intelligence a step further by eliminating the need for human input in...

As we’ve been seeing over the last couple of years, semantic intent-based searches are quickly outdoing keyword-based searches. Last year, Google released a solution to targeting these new semantic, high-intent audiences that allow advertisers to engage with viewers in major life milestones—capturing them in essential micro-moments. It’s while they are in the midst of these important micro-moments that consumers are more likely to change their shopping habits to...

Consumers quickly evolved to rely on typing queries in search engines to find what they're looking for. There’s less of a need to call an establishment when you can find their menu, hours, and reviews by typing in a quick Google search. And while consumers can choose to use voice search rather than physically typing an inquiry, it's not often you see people talking into their phone to...

In late 2016, information technology research company Gartner revealed its top 10 predictions for IT organizations and users over the next coming years, a couple of which caused a stir amongst those in the digital industry. The predictions left them anxiously wondering what the future held and how it could affect the everyday processes they currently implement. Artificial Intelligence (AI) was at the heart of these predictions, and...

Amazon is in the news almost every day as it grows its empire in broad strokes. For many businesses, this is concerning – with the wide array of products they sell, Amazon’s in competition with just about everyone. But one of the big directions they’re moving in is one that can benefit a lot of the businesses currently worried. The online behemoth is working hard to grow their...

When you’re working out your budget for the year, you face the difficult task of figuring out which marketing tactics to focus your resources on. With limited budget to go around, there will always be winners and losers. Business owners and marketers often struggle with knowing which tactics and approaches are really necessary, and which to invest the biggest part of the budget. It’s common enough to find articles...