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.
Content
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.
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With close variant taking the place of broad match, limiting keywords isn't enough for keeping query-to-keyword matches tight.
Amazon
Advertisers must consider the lag time between ad click and conversion as well as historic performance around key days to estimate shift.
SEO
Most of us won’t weep about the death of broad match but we will miss the days of total match type control.
Amazon
Marketers should be looking at the brand-building potential across both display and search ads because Amazon is not just about direct response anymore.
Amazon
Maps will play a larger role for retailers with physical stores and while Google Shopping will likely be the star, Amazon is poised to play the Grinch.
Amazon
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.
Here's a look at research based on the past year and how advertisers should think about close variants moving forward.
While we are at the mercy of Google’s auction systems in determining CPC, we can install safeguards to ensure increases are controlled.
Amazon
Since we can't segment voice from typed interactions in performance reports easily, it's helpful optimization for voice search overlaps with traditional search.
Google Business Profile
Are keywords dead, or slowly dying? Columnist Andy Taylor believes that's up to Google as it controls keeping keyword negatives strumming.
Amazon
Brands need to invest resources into feed management and utilize format variations to ensure they appear in as many relevant queries as possible.
Apple
Shopping, local searches and audience optimizations are three of the biggest considerations to keep in mind.
Amazon
The paid search results of the upcoming holiday season will be heavily dependent on Google Shopping performance for many retailers. But how will Google Express factor into it?
Google Ads
When a lack of advertiser control -- whatever the platform's motives -- results in unintended purchases, trust inevitably erodes.
Google Ads
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.
Google Ads
Contributor Andy Taylor shares his take on Google's expanded text ads (ETAs), drawing comparisons to the new responsive search ad (RSA) format.
Google Ads
With the explosive growth of click share coming from remarketing audiences, contributor Andy Taylor feels it’s important to consider both incrementality and personalization when using audiences for paid search management.
Amazon
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.
Amazon
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.