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...

Last month January 25th, Kenshoo welcomed advertisers and associates from around the world to kick off the sixth annual installment of the K8 Summit. For the fifth year in a row, Effective Spend has had the privilege of sending representatives from the agency to experience and enjoy the impressive event. This year, however, offered a new and distinct honor as the team attending would also accept an Infinity...

You may be asking, “What is an email drip campaign?” or “How can this help my business on Amazon?" Well, an email drip campaign is a marketing strategy that “drips” relevant emails to customers for a period of time to improve the overall customer experience. In Amazon, it’s a crucial technique to increase positive reviews and prevent negative ones. Before we can discuss Amazon marketing and email drip campaign...

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...