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Google launches privacy-focused measurement tool for advertisers

Search Engine Land

Google launched a new measurement tool for advertisers in anticipation of its plan to phase out third-party cookies later this year. Meridian, an open-source Marketing Mix Model (MMM), has been introduced to help advertisers analyze campaign performance while prioritizing user privacy. Accessibility. Why we care.

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Shifts in data privacy are forcing a return to marketing fundamentals

Search Engine Land

If we’re not already, we will be facing a reckoning in the world of search marketing. Search marketing is a heavily data-centric world. Hyper-specific targeting and personalized advertising tactics are the norm and pillars on which strategy, budgets and team structures are based. Modernization is also essential.

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Google and world’s largest ad group announce landmark AI collaboration

Search Engine Land

The world’s biggest advertising group announced a major collaboration with Google that will see it utilize Gemini AI to help produce its ads, including: Ad narration. PPC experts have consistently emphasized the importance of leveraging AI to stay ahead in marketing. ” Get the daily newsletter search marketers rely on.

Transform 135
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Maximizing your B2B spend: Is account-based marketing worth it?

Search Engine Land

Understanding account-based marketing At its core, ABM is a strategic approach that focuses on targeting high-value accounts with personalized and relevant marketing efforts. Unlike traditional marketing methods that typically cast a wide net, ABM is laser-focused, treating individual accounts as unique markets in themselves.

Marketing 105
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What is content marketing? Defining marketing’s present and future

Search Engine Land

Content marketing is – you guessed it – a type of marketing strategy. But what differentiates it from the other marketing types you may be familiar with? For one thing, think of it as the polar opposite of traditional marketing methods, such as advertising. What is content marketing?

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How organizational structure can hurt PPC campaign performance

Search Engine Land

Brand advertising is separated from demand generation. It’s common in many organizations to separate teams based on a traditional marketing funnel. In these cases, brand advertising is often separated from demand generation resulting in some key issues. Measuring the revenue impact of awareness advertising.

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What B2B marketers must know in the face of a potential recession

Search Engine Land

And when it comes to learning from past mistakes, there’s a clear connection to be made between: Those who increase (or at least maintain) advertising budgets. And those who cut or stop marketing efforts altogether. B2B marketers are making the move to video, according to Oracle. So, what should B2B marketers do?

B2C 93