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  • Brain blog

Machine Learning and the future of Online advertising

By |November 28th, 2017|

Machine Learning started back in 1950, when Alan Turing created the “Turing Test” to determine if a computer could possess real intelligence (to pass the test, a computer would be required to fool a human into believing it is also human) and for almost 40 years it focused on a knowledge-driven approach. In the 90’s, [...]

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Changes in Adwords Ad Rotation

By |September 21st, 2017|

What’s Changing on AdWords Ad Rotation? Starting in late September, Google is making changes to the ad rotation settings in AdWords. As an advertiser, we all know how important it is to select the right ad rotation in order to show the top performing ads and achieve various campaign objectives. To recap, currently there are [...]

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What are Showcase Shopping ads?

By |August 23rd, 2017|

Showcase Shopping ads allow brands to engage users earlier on in the purchase journey when they are still discovering what to buy and where to buy it from. Until recently, brands had to manually set up and curate the product images that appear in your ad to showcase a collection of products that give shoppers [...]

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New Custom Rules In AdWords Editor

By |August 3rd, 2017|

Google has recently unveiled some significant updates for the hugely popular and widely used AdWords Editor platform - with the launch of version 12.0. The new look and feel of the interface will no doubt take some getting used to for experienced users, however, it comes with a powerful new feature called “Custom Rules”, which [...]

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A Structured Approach To Creative Testing To Help Drive Positive Performance

By |June 13th, 2017|

Ready, set, test! Creative testing is a fundamental part of any paid search campaign so how can we approach testing, analyse results and drive the best possible outcome for a client account? There are lots of ways to approach testing and a great place to start is by getting organised and developing a structured plan. [...]

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New and improved quality score reporting available in Google

By |May 26th, 2017|

Google has recently improved Quality Score reporting on keyword level to help enhance paid search campaigns’ performance by providing in-depth information on the quality of keyword, ad copy and landing page. Quality Score has always been a useful metric in the assessment of a keyword’s quality on a scale of 1 to 10. Now with [...]

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  • ecpc

ECPC Changes and how it might affect you

By |May 25th, 2017|

First of all, what is it? ECPC stands for ‘enhanced cost per click’ and is essentially a bid strategy that helps maximise towards conversions. It uses a combination of manual bidding and a smart bidding strategy (such as Target CPA or Target ROAS) to help you achieve your conversion goal. It works by automatically adjusting [...]

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Why You Are Measuring Impression Share Wrong!

By |April 10th, 2017|

Before we get into the rather aggressive title of this blog post, first let's discuss what Impression Share is and how it can be a really useful metric. After reading this first section we hope you will have a moment that prompts you to think “Am I really measuring impression share correctly? It is mighty [...]

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Google Partners Introduces The New Mobile Sites Individual Certification

By |April 5th, 2017|

Google has just released a new Google Partner’s individual certification. It’s called "Mobile Sites" and is available under the Certifications Menu within the Google Partners Profile. This exam covers basic and advanced concepts, including best practices for creating, managing, measuring, and optimising mobile websites. It's currently available in English only. The exam is comprised of [...]

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Google replaces “Exact Match” with “Close Variant”. What does it mean?

By |March 28th, 2017|

Last Friday, Google announced a further update on close variants for keyword matching. In the coming months, the close variant model will be expanded to include more rewording and reordering of exact match keywords. According to Google, this launch is aimed to help advertisers connect with their users more easily by maximising impressions to more [...]

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