Programmatic is an amazing tool for branding. Here’s how to use it.

Programmatic is not just for conversions; it’s also a valuable part of your branding strategy.

Historically, brand awareness strategies have been above-the-line advertising activities: TV, radio, print. These have a wide reach and so are great for upper-funnel marketing strategies.

Thanks to its highly effective targeting possibilities, programmatic advertising has fallen into the below-the-line category — it’s seen as a conversion driver.

Within […]

How Likely Is It That A Robot Will Take Over Your Job Right Here In London?

Next time you head to a meeting in London, you might be greeted by a robot rather than a human.

Just walk into the Old Street offices of media agency Brainlabs today and Pepper, London’s first robot receptionist, will be there at the front door. The company’s new receptionist has been in ‘employment’ since July last year, performing basic reception tasks […]

The House of Lords have got it all wrong on Google and Facebook

Google and Facebook need more regulation, but the focus should be on user protection rather than market competition. And the people behind the regulation need to have a far better knowledge of how digital advertising works.

 […]

The Gender Pay Gap: Brainlabs on Channel 5 and BBC Radio 4

How can we tackle the gender pay gap problem? Our Head of People Operations told the BBC & Channel 5 our current approach.

What she told Channel 5 and the BBC was that gender pay is important, but the focus is in the wrong place. Unequal pay is a symptom of the problem, not the cause.  The real issue is unconscious […]

CMOs must adapt to modern marketing (or risk becoming a footnote)

I don’t envy CMOs.

Their job is to be adaptive to an environment of continual change, to differentiate between what’s useful and what’s just a fad, and, most of all, to be generalists in an increasingly complex industry. […]

Advertisers re-evaluate Facebook

GLOBAL: Facebook’s ongoing problems around data and privacy have added another complication for social marketers adjusting to the platform’s recent moves to shift the balance of users’ news feed posts away from advertisers and publishers back towards friends and family. […]

Dynamic Search Ads are for amateurs or superheroes

Contributor Daniel Gilbert is definitely not a fan of Google’s Dynamic Search Ads. He shares why he feels the ad program doesn’t hold a candle to human-powered account management.
 

So, machine learning in AdWords is great and definitely the future. But Dynamic Search Ads? Not so much, in my opinion.

In this column, I would like to talk about Dynamic Search Ads […]

Why you should be using programmatic native ads

Contributor Grace Kaye extols the benefits of programmatic native advertising and walks you through how to deploy a successful campaign.
Native ads have so much potential that I don’t believe is being explored enough today. True, they may not seem all that interesting if you only focus on your bottom line. A good retargeting strategy for display ads might generate more […]

Machine Learning in AdWords: How & When to Use Smart Bidding

What a momentous year 2017 was for the evolution of machine learning in PPC.

Google added in-market audiences for search as well as two new bidding strategies (maximize clicks and maximize conversions), introduced predicted click-through rate and optimized ad rotation to AdWords, and launched Google Attribution. […]

How to sync your keywords and ad labels with an AdWords Script

https://searchengineland.com/how-to-sync-your-keywords-and-ad-labels-292496 […]