How DuckDuckGo (and Microsoft) benefit from Google’s sprawling advertising business
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.
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.
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.
Andy Taylor | Nov 23, 2020 at 1:22 pm ETWith close variant taking the place of broad match, limiting keywords isn't enough for keeping query-to-keyword matches tight.
Andy Taylor | Aug 25, 2020 at 8:05 am ETAdvertisers must consider the lag time between ad click and conversion as well as historic performance around key days to estimate shift.
Andy Taylor | Jul 24, 2020 at 8:05 am ETMarketers should be looking at the brand-building potential across both display and search ads because Amazon is not just about direct response anymore.
Andy Taylor | Feb 6, 2020 at 2:59 pm ETGoogle 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.
Andy Taylor | Nov 22, 2019 at 7:55 am ETWhile 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.
Andy Taylor | Oct 8, 2019 at 1:26 pm ETWhile we are at the mercy of Google’s auction systems in determining CPC, we can install safeguards to ensure increases are controlled.
Andy Taylor | May 20, 2019 at 12:54 pm ETSay 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.
Andy Taylor | Sep 18, 2018 at 3:05 pm ETContributor Andy Taylor shares his take on Google's expanded text ads (ETAs), drawing comparisons to the new responsive search ad (RSA) format.
Andy Taylor | Aug 17, 2018 at 2:55 pm ETGoogle 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.
Andy Taylor | May 29, 2018 at 9:23 am ETContributor 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.
Andy Taylor | May 2, 2018 at 12:21 pm ETContributor Andy Taylor answers by sharing research that shows deploying multiple match types produces little difference between phrase and broad match options.
Andy Taylor | Mar 2, 2018 at 2:00 pm ETColumnist Andy Taylor explores year-over-year Auction Insights data from AdWords, revealing insights into this year's holiday paid search landscape.
Andy Taylor | Dec 8, 2017 at 3:33 pm ETColumnist Andy Taylor dives into Merkle advertiser performance data to explore the impact of Amazon's recent Prime Day sale.
Andy Taylor | Jul 24, 2017 at 2:31 pm ETWhat impact has Google's latest update to close variants had on paid search performance? Columnist Andy Taylor reviews the data.
Andy Taylor | Jun 23, 2017 at 2:48 pm ETWhich 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.
Andy Taylor | May 26, 2017 at 2:33 pm ETEvery 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?
Andy Taylor | May 1, 2017 at 1:00 pm ETColumnist Andy Taylor of Merkle shares data on the growth of ad traffic from Google Maps, including conversion rate and CPC data by device.
Andy Taylor | Mar 31, 2017 at 1:00 pm ETColumnist 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.
Andy Taylor | Mar 3, 2017 at 3:11 pm ETRetailers 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.
Andy Taylor | Feb 6, 2017 at 2:37 pm ET