News of Interest

AdLabs Technology, Inc. acquired all of the assets of Boost Media, Inc. in April 2019 in a transaction that includes the Boost technology and software platform, customer contracts, patents, trademarks, brands, and website. All of Boost’s key employees have also accepted positions with AdLabs who will continue to provide all services to Boost’s former customers. Going forward, AdLabs will combine the Boost product line with AdLabs’ machine learning systems to bring a new level of AI capabilities to ad content…

What’s Changing?  This new Google Ads ad format, currently in beta, offers up to 15 headlines and 4 description lines. Dynamically combining up to 3 headlines and 2 descriptions in any given ad auction, while occupying potentially twice as much real estate for advertiser’s search ads. RSA Headlines RSA’s maintain the current 30 character limit per headline Displays up to three headlines instead of two Raising character real estate from 60 to 90 Two headlines will always show Ability to write…

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. In fact, over the last eight years, Boost Media has built a leading-edge AI platform for ad content creation and optimization but we found that…

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 Insights is the process of analyzing unstructured text, extracting relevant information, and transforming it into useful business intelligence. In the case of SEM, the hidden…

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 to improve SEM ROI through keyword acquisition, bid management and ad copy optimization. However, most of the other 75% – 80% of ad groups are…

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 conversion rate is the best metric for measuring ad copy test results. The myth As a direct-response advertiser, driving revenue and conversions is your number one objective. The ad copy with…