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 accounts with those not utilizing machine learning. Acquisio concluded, “Across all business types and budget sizes globally, the accounts using Acquisio’s machine learning technology are outcompeting those that aren’t, giving advertisers an advantage.” This is especially true at low budget levels. More than 30,000 accounts were analyzed and compared in the report. Acquisio says that just over a third of its customers manage small or local accounts (e.g., media publishers that provide SEM to small business advertisers) and “just … [Read more...] about Report: The future of paid-search marketing is machine learning and AI
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Google’s traffic acquisition costs (TAC) have been climbing. As Google’s ad revenues grow, so does the money it pays to partners and distributors. Investors are particularly sensitive to this issue. In response to investor questions, Alphabet CFO Ruth Porat explained recently that Google’s increasing traffic costs are partly about mobile and programmatic growth, which have different payment structures and higher TAC. Last year, Google’s ad revenues were $90.3 billion; its TAC was $16.8 billion (other cost of revenues was $18.3 billion). Alphabet cost of revenues, including TAC Source: Google 10K filing 2016 As Bloomberg reports, investors worry that increasing TAC will squeeze margins and make Google less profitable. In Alphabet’s 10K filing from 2016, the company said the following about rising TAC: In this multi-device world, we generate our advertising revenues increasingly from mobile and newer advertising formats, and the margins from the advertising … [Read more...] about Investors anxious about Google traffic acquisition costs, which regulation could further increase
When thinking about the future of organic search, common considerations include the impending mobile-first index, machine learning, AI, natural language processing, voice search, site speed, HTTP 2, personalization and consumer behavior changes led by the Internet of Things and digital assistants. However, during an inspirational Future of Search meeting with the Bing team and Rik van der Kooi, corporate vice president for Microsoft advertising worldwide, discussion focused on a different topic — how chatbots could form a much greater part of the consumer search experience. Van der Kooi explained that since May in the US (Seattle area), Bing has been testing chatbots directly in paid and organic search results, as shown below. While chatbot integrations have been in the news over recent months, most people outside of the Seattle area won’t have seen them in action or truly considered how such integrations could be used. For instance, if chatbot integrations within search … [Read more...] about Will chatbots become part of the consumer search experience?
Market disruptions are times of great stress, but they also provide great opportunity. They define new winners and losers in the marketplace. And the next major disruption is just around the corner — it’s the coming era of the personal assistants, and there are many market forces that are driving this shift. The first of these market forces is the explosion of the Internet of Things: Internet-connected devices will be something other than a PC, tablet or a smartphone. Gartner predicts that 8.4 billion connected devices will be in use in 2017 (up 31 percent from last year) and that this number will reach 20.4 billion by 2020. What will those other devices be? Here are some of them (though there are many, many others not on this list): Refrigerators Alarm systems Thermostats Watches Cars TVs Smart speakers This will create a world where a connected device is always within immediate reach, and for the great majority of those devices, there will no search box and no … [Read more...] about The rise of personal assistants
LocalSEOGuide is releasing a new Google My Business monitoring tool called “Locadium.” It’s conceptually similar to other local listings monitoring services; however it’s exclusively focused on Google My Business (GMB). Yext, Moz, Brandify, Vendasta, BrightLocal, SIMPartners, Chatmeter, among others, also provide local listings scans and monitoring. However, according to LocalSEOGuide founder Andrew Shotland, Locadium is the only tool that will monitor both the “front end” (consumer fields) and “back end” (API) of GMB. It sends alerts when there’s any change on to a company’s listing in any of the data fields. It will be marketed to agencies, multi-location brands and SMBs. Pricing is variable for agencies and brands but for SMBs it costs $5 per month. Similar tools on the market monitor local listings across the internet. However Shotland doesn’t see Locadium evolving into a broad-based listings monitoring service … [Read more...] about Locadium: a new ‘point solution’ to monitor GMB listings changes