Andy Taylor is director of research at Tinuiti, responsible for analyzing trends across the digital marketing spectrum for best practices and industry commentary. A seasoned marketer with 9-plus years of experience, he speaks frequently at industry conferences and events.
Data
Smaller search engines are able to monetize their results with Google’s advertiser base to reach searchers on those properties with as few obstacles as possible.
Data
With close variant taking the place of broad match, limiting keywords isn't enough for keeping query-to-keyword matches tight.
Data
Advertisers must consider the lag time between ad click and conversion as well as historic performance around key days to estimate shift.
Data
Marketers should be looking at the brand-building potential across both display and search ads because Amazon is not just about direct response anymore.
Data
Google Shopping will likely be the star of retail, and Maps will play a larger role for retailers with physical stores, but Amazon is poised to play the Grinch.
Data
While it is a small fraction of Shopping traffic, the partner network can help advertisers currently excluding this traffic to grow moving forward, particularly in a competitive Q4 holiday season.
Performance
While we are at the mercy of Google’s auction systems in determining CPC, we can install safeguards to ensure increases are controlled.
Performance
Say what? Turns out you may be focusing on the wrong things if you're fixated on click-through and conversion rates. Here are a number of reasons why.
Performance
Contributor Andy Taylor shares his take on Google's expanded text ads (ETAs), drawing comparisons to the new responsive search ad (RSA) format.
Performance
Google has long been visible in these auctions, not only through Express but also Play and Store. Contributor Andy Taylor evaluates its presence and assesses how it's changed over time.
Performance
Contributor Andy Taylor discusses Google's new Local Search Ads Experiment in AdWords, which uses address and location categories in lieu of keywords to trigger relevant local results.
Performance
Contributor Andy Taylor answers by sharing research that shows deploying multiple match types produces little difference between phrase and broad match options.
Performance
Brands may be at Google’s mercy when it comes to the price of branded traffic, but Columnist Andy Taylor outlines steps they can take to reduce their CPC pain.
Performance
Columnist Andy Taylor from Merkle shares data on how consumers engaged with Maps and Local Inventory Ads over the holiday shopping period.
Performance
Columnist Andy Taylor explores year-over-year Auction Insights data from AdWords, revealing insights into this year's holiday paid search landscape.
Performance
Columnist Andy Taylor shares data that can help predict trends in the e-commerce and retail space this holiday season. Advertisers, take note!
Performance
Columnist Andy Taylor dives into Merkle advertiser performance data to explore the impact of Amazon's recent Prime Day sale.
Performance
What impact has Google's latest update to close variants had on paid search performance? Columnist Andy Taylor reviews the data.
Performance
Which search channel is better: paid or organic? Columnist Andy Taylor argues that there is no simple answer to this question, despite what some practitioners may want to believe.
Data
Every advertiser measures success based on key performance indicators (KPIs) that they deem relevant. Columnist Andy Taylor asks, What do your chosen KPIs say about your priorities?