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The way display advertising operates is set to transform massively in the next few years, two Google executives have predicted.
According to Neal Mohan, vice president of product management and Barry Salzman, managing director of media and platforms for the Americas region, a large number of changes are on their way.
They told users of pay per click management services that the search engine is developing new video ad formats that internet users can choose to watch or skip over, as well as Google Goggles – a service which allows people to search the web on their phones by taking a picture.
The pair also expressed their excitement about the company’s new Teracent technology.
“[It] can dynamically alter the creative elements of an ad in real-time to make it more relevant and effective, depending on factors like geographic location, language [and] the content of the website,” they explained.
Earlier this week, Search Engine Land’s Matt Lawson advised companies running pay per click campaigns to provide special offers to early Christmas shoppers in order to boost their conversion rates.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.