Category: "Data Science"

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A best (but rarely used) practice for Paid Search
Posted January 27, 2019  | CATEGORY: Ad Text Tips, Ads, Data Science, Paid Search, Testing, Uncategorized
Large advertisers have thousands and frequently tens of thousands of ad groups that reflect the diverse and complex nature of their businesses. However, usually only 20% – 25% of these ad groups drive the majority of the activity in an account. As expected, these high-volume ad groups are the focus of a range of efforts […]

Lexical Insights: Unlocking the Hidden Value in your SEM Program
Posted November 18, 2018  | CATEGORY: Ad Text Tips, Ads, Content, Data Science, Paid Search, Search, Testing
All advertisers have a clear and measurable goal for their SEM program: drive more revenue at the lowest possible cost. While revenue generation will always be the primary goal for SEM, data science and text analytics are now able to find a new source of value from SEM efforts that had previously been unobtainable. Lexical […]

How Far can AI go in Marketing?
Posted November 9, 2018  | CATEGORY: Ad Text Tips, Ads, Branding, Content, Data Science, Paid Search, Search, Testing
As technology is increasingly applied to all phases of marketing, how much of a role will there be for the traditional marketer? This question is particularly relevant to data-intensive areas of marketing such as SEM where vast amounts of information, metrics, and innumerable ad groups seem tailor-made for the application of data science and technology. […]

Holiday Marketeer: Get Actionable Holiday Insights from Historical Data
Posted October 7, 2015  | CATEGORY: Data Science
Welcome to the Holiday Marketeer blog series in which Boost Media serves up hearty portions of 2015 holiday digital marketing strategy ideas. In this installment, we cover analyzing historical data to generate actionable holiday insights.   Imagine if you invested every dollar of your Q4 budget in the right place at the right time, using […]

Myth Busters: You Can’t Gain Creative Insights from SEM Ad Copy Testing
Posted August 13, 2015  | CATEGORY: Ads, Branding, Content, Data Science, Paid Search
Best practices for managing paid search campaigns are full of commonly held assumptions, many of which are more myth than fact—especially when it comes to SEM ad copy. This Myth Busters series tackles these misconceptions one blog post at a time. In this installment, we dispel the myth that testing to gain creative insight hurts […]

Travel Marketeer: Google Trends for Travel Marketers
Posted June 3, 2015  | CATEGORY: Content, Customer Experience, Data Science, Paid Search
Welcome to the Travel Marketeer, a weekly series where we examine data, insights, and ideas around marketing, creative testing, and ways travel brands can improve the online customer experience. In this week’s installment, we review uses of Google Trends for travel marketing planning. Google Trends is a fun tool where you can see the popularity […]

Search Data Can Inform Your Store Location Strategy
Posted April 9, 2015  | CATEGORY: Data Science, Paid Search, Search
Search Data Can Inform Your Store Location Strategy is part of a series on using search data to inform 5 key areas of your marketing strategy. If you haven’t already, be sure to read previous posts on how SEM data can help you to build your strategy around Product, Competition, Branding and Pricing. Let’s say […]

Part 10: SEM Ad Copy Testing Insights for Your CMO
Posted December 16, 2014  | CATEGORY: Data Science, Testing
The holidays are fast approaching and it is that time of year when marketers are finishing up analysis of Cyber Monday performance, swapping out free shipping cutoff promo messaging and writing “top 10” roundup blog posts for 2014. In this spirit, I give you the tenth and final installment of Boost Media’s Ad Copy Testing […]

Part 9: SEM Ad Copy Testing Insights for Your CMO
Posted December 9, 2014  | CATEGORY: Data Science, Paid Search, Testing
“It is the mark of an educated mind to be able to entertain a thought without accepting it.” ― Aristotle   Does DKI improve performance? Google is rolling out the ad customizer tool, which Search Engine Land calls “Dynamic Keyword Insertion On Steroids.” So it seems appropriate to reevaluate the merits of Dynamic Keyword Insertion (DKI). […]

Part 8: SEM Ad Copy Testing Insights for Your CMO
Posted December 2, 2014  | CATEGORY: Data Science, Search
Alice came to a fork in the road. ‘Which road do I take?’ she asked. ‘Where do you want to go?’ responded the Cheshire Cat. ‘I don’t know,’ Alice answered. ‘Then,’ said the Cat, ‘it doesn’t matter.’ ― Lewis Carroll, Alice in Wonderland   Carroll, may have written a children’s tale. But this piece of wisdom also […]

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