Can you mix PMax and Standard Shopping in 2025?
Google Shopping is a minefield of evolving strategies, algorithm updates, and shifting best practices. One of the biggest debates in recent years has centered on whether Performance Max (PMax) and Standard Shopping campaigns can effectively coexist within your advertising mix. Historically, advertisers leveraged Standard Shopping campaign priorities—low, medium, and high—to guide traffic within query-filtered structures. […]
Google’s Meridian MMM – a treasure trove of search data for Mixed Media Modeling
What is Marketing Mix Modeling? Media Mix Modeling or, interchangeably, Marketing Mix Modeling is a way to quantify the contribution of each marketing channel and known external factors to revenue or customer acquisition. Back before the days of Performance Marketing MMMs were a way that big brands measured the impact of their media budgets including […]
Iron Pulley is leading in power outage and severe weather advertising
The best in class marketing technology stack for outage advertising As power disruptions become more frequent and widespread across the United States, fueled by factors beyond just severe weather, Iron Pulley is leading the way with an innovative marketing stack designed to target consumers impacted by outages. While storms and natural disasters are a significant […]
Google’s PMax for Marketplaces – drive shopping traffic directly to retailers
Co-op advertising Google has been trying to figure out co-op advertising in Google Shopping for a long time. Co-op advertising is a marketing strategy where manufacturers share the costs of advertising with retailers who sell their products. This mutually beneficial strategy helps manufacturers increase brand visibility and drive sales, while retailers gain greater promotional support […]
Keyword targeting in CTV
Keyword Targeting in Connected TV Advertising and Other Performance Marketing Tactics For performance marketers, the precision and efficiency of keyword targeting is a core tactic. However, as advertisers increasingly look to diversify their media buying strategies due to competition, higher costs, or loss of signal from tracking changes, there’s an emergent frontier that’s ripe for […]
Machine Learning vs. Generative AI in Marketing
This is the fake it until you make it era for Marketing The integration of machine learning into marketing platforms isn’t new, with many of us first encountering it through Google’s enhanced CPC (ECPC). Google’s system was designed to automatically adjust bids by learning which audiences, times, and locations yielded better results for advertisers. Initially, […]
The Convergence of SEO and SEM. Merchant SEO for Google Retail Search
There are well-defined and distinct skill sets for paid ads and organic listings. Years ago it was usually one person’s job to do both, but the disciplines and complexity have evolved and diverged. Most retailers have separate teams for paid and organic. It’s rare for agencies to handle both with equal skill. Now, Google’s free […]
Lifestyle Images Google Beta – Lifestyle in Discover, Gmail, and YouTube
Google has just launched an open beta to leverage lifestyle images across “browsy” surfaces within Google. This is excellent Google inventory for driving top of funnel and mid-funnel brand awareness with interactions. To take advantage of these premium placements and inventory you’ll need to add a supplemental feed in your merchant center with the attributes […]
Facebook Ad Testing and the Rubber Duckie Problem
In a rubber duckie race there is usually a clear winner and a bunch that lag behind. But is there something special about the winning duck or is it just the variables of the stream? The most recommended practice for ad testing in Meta is to have a campaign for test creatives and another campaign […]
YouTube removes video targeting – Google’s war on Contextual Advertising
To help you find more conversion opportunities, you’ll no longer be able to…