Today I am writing about machine learning in search – a hot topic and debate these days. I expect this to be one of several posts on the topic. This particular writing intends to summarize both sides.
On the “Pro” side, Google is preaching that their new machine learning algorithms replace the need for keyword creation and manual bidding. Additionally, Responsive Search Ads (RSA) negate the need to write ad copy. With the elimination of this busy work, SEMs should now have more time back in their day which should be replaced with strategic input. If not, they lose their value to their clients.
On the “Con” side, having just attended SMX Advanced in Seattle, there is reluctance on the part of SEMs to adopt machine learning as aggressively as Google wants them to. Essentially, this debate comes down to those who are in the weeds vs. those who are not as well as Google who is pushing the agenda.
Continue reading
On a recent business trip to Miami, I decided to check out a local fabric store (a hobby of mine). I live close to NYC, which is where many people – even those who live thousands of miles away – aspire to buy fabric because of the assortment and quality. In my case, though, I sometimes like to visit stores in other cities that have a strong design aesthetic, and Miami fits that bill for me.
With trade show season approaching, here are some tips for making the most of the digital marketing conferences.
In the online retail world, the dust doesn’t quite settle on Holiday until the January sales are over. That said, the intensity pales in comparison to the 6 weeks between Thanksgiving and Christmas. January is somewhat of a roller coaster month in which priorities shift between sales and introducing Resort and/or Spring merchandise. It has also always been a tricky time with paid search, in particular, in that advertising discounted merchandise can often lead to strong conversion rates while yielding AOVs so low that achieving P&L goals is tricky.
Suzysandberg.com Blog 