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.
Advertising
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.
Advertising
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 Marketing
While we are at the mercy of Google’s auction systems in determining CPC, we can install safeguards to ensure increases are controlled.
Performance Marketing
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 Marketing
Contributor Andy Taylor shares his take on Google's expanded text ads (ETAs), drawing comparisons to the new responsive search ad (RSA) format.
Performance Marketing
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 Marketing
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.
Digital Transformation
Contributor Andy Taylor answers by sharing research that shows deploying multiple match types produces little difference between phrase and broad match options.
Performance Marketing
Columnist Andy Taylor explores year-over-year Auction Insights data from AdWords, revealing insights into this year's holiday paid search landscape.
Performance Marketing
Columnist Andy Taylor dives into Merkle advertiser performance data to explore the impact of Amazon's recent Prime Day sale.
Performance Marketing
What impact has Google's latest update to close variants had on paid search performance? Columnist Andy Taylor reviews the data.
Performance Marketing
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?
Performance Marketing
Columnist Andy Taylor of Merkle shares data on the growth of ad traffic from Google Maps, including conversion rate and CPC data by device.
Performance Marketing
Columnist Andy Taylor notes that Google has improved its ability to track search traffic at the ZIP code level, which is good news for advertisers who employ granular geographic targeting.
Performance Marketing
Retailers that sell online and in-store need to balance where to send users in their paid search efforts. Columnist Andy Taylor explores when advertisers might want to rely on local inventory versus regular product listing ads.