My original plan was to cover this topic: “How to Build a Bot to Automate your Mindless Tasks using Python and BigQuery”. I made some slight course changes, but hopefully, the original intention remains the same!The inspiration for this article comes from this tweet from JR Oakes. 🙂As Uber released an updated version of Ludwig and Google also announced the ability to execute Tensorflow models in BigQuery, I thought the timing couldn’t be better.In this article, we will revisit the intent classification problem I addressed before, but we will replace our original encoder for a state of the art one: BERT, which stands for Bidirectional Encoder Representations from Transformers.This small change will help us improve the model accuracy from a 0.66 combined test accuracy to 0.89 while using the same dataset and no custom coding!Here is our plan of action:We will rebuild the intent classification model we built on part one, but we will leverage pre-training data … [Read more...] about More Automated Intent Classification Using Deep Learning
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The vast impact of digital marketing agencies can be felt on all corners of the web.Whether in the depths of obscure websites or on the front pages of giants like Reddit and Amazon, purpose-built campaigns executed by digital marketers are found everywhere.The average person who sees your banner ad or Google Ads placement doesn’t think of the process behind it, but we digital marketers know differently.We know that everything we do requires coordination between departments, communication with clients, the juggling of dozens of priorities, and a whole lot of coffee.With so much to manage all at once, how can you not only keep your team organized but also continue to scale your agency and trend upwards?You need a project management tool that suits your agency.Using the right project management platform can help ensure your team doesn’t get sidetracked while continuing to knock their goals and tasks out of the park.Wondering what options are available to you? Read on to find … [Read more...] about 8 Project Management Tools for Scaling a Digital Marketing Agency
You probably know this already, since you’re looking for alternatives, but Screaming Frog is a very valuable tool for marketers, especially those looking to audit their website. It’s a search spider, meaning it crawls your website and can harvest a huge amount of data in a relatively short amount of time. A total site crawl will give you a complete readout of your scripts and media, your meta data, your links and their status, and a whole lot more besides. All of that information is incredibly valuable when you’re trying to fix errors and generally make your site look better to the search engines.The downside, of course, is the price. Screaming Frog has its own free version, but that version is limited in functionality. You can crawl your site for broken links and link errors, page titles and meta data, your meta robots directives, your hreflang attributes, and it can find duplicate content. It can also generate an XML sitemap for … [Read more...] about Are There Any Good Free Alternatives to Screaming Frog?
Each month, I compile Search Month— a recap of all the stories that have happened relating to search, categorizedby topic. I thought it would be fun to take all the Search Months over the pastyear and produce this edition of Search Year 2007. It was far more work than Iimagined, but I hope you’ll find this at-a-glance guide to what happened insearch during 2007 to be helpful. At-a-glance might be a stretch. This is a massive post, and I’m sure somepeople might feel a bit of overload. So, here’s some guidance as to how thingsare organized. In many categories, I tried to pick the biggest news story for that topic.This isn’t always the case. With some categories such as SEO, there where manygood, compelling stories. In some of those cases, I went with a catchy headlineor a recent, broadly applicable article. I wish I’d had the time to more closelygo through and pick out the very best in each section, but it was too mucheffort. Below each main story are … [Read more...] about Search Year 2007: Search News, In Review
At its heart, benchmarking is the practice of analyzing the performance of your competitors’ and industry’s paid search efforts in order to monitor, adjust and improve the relative performance of your own campaigns. Key metrics to compare include spend per period, share of voice/impressions, ad coverage (the frequency with which your ad appears when a keyword is searched), and average ad position. And it can get as granular as examining your ads’ visibility by keyword and as broad as monitoring share of traffic by business unit and overall category or industry. Competitive benchmarking puts your efforts in perspective and enables you to understand how you’re doing compared to specific competitors as well as the rest of the industry. In fact, benchmarking is the starting point in developing a smart paid search strategy, providing insight into you what you need to do to achieve your goals and steering you away from costly tangents. Lastly, it enables you to … [Read more...] about Why Competitive Benchmarking is Integral to Paid Search Success