Skip to main content

Posts

Showing posts from February 17, 2020
Instapage

Searchmetrics report: How Amazon and Google help each other

Let’s say you’re looking for a new toaster. You will probably use a search engine, of which Google is the most prominent. But many of those product searches on Google benefit the world’s biggest retailer, Amazon. In order to better understand the symbiotic relationship between Google and Amazon, SEO and content marketing platform Searchmetrics has released a study based on 10,000 keywords, “Amazon vs. Google: The Battle for Product Search.”Those keywords generate an Amazon-located product as the first organic result in a Google desktop search. No searches with the word “Amazon” were included.Why AdWords?The study found that, even when Amazon has the first search result, it also has at least one – and sometimes more – additional lower level organic search results for nearly half the searches.And that’s not all. AdWords listings for products on Amazon show up alongside product searches on Google for 10.5 percent of the keywords, above or below the organic search results. AdWords is now …

Beyond the cookie: What’s next for attribution?

Now that third party cookies are on death watch, there are many questions arising about post-cookiepocalpyse marketing. Among them, what happens to attribution and what current or future methodologies will take their place?To better understand the challenge of attribution going forward, we asked a range of marketing and martech executives to comment on replacement solutions and alternatives. Their reactions and responses cluster around three big themes: the importance of first-party data and customer engagement, identity resolution as a successor to cookies and developing a more sophisticated, holistic approach to measurement.Nancy Smith, President and CEO, Analytic PartnersConsidering the impending changes from Google, we believe it’s crucial for all brands to choose an approach to measurement that will allow them to gain the most accurate results when dealing with data loss. It’s vital to continuously experiment with, test and validate measurement strategies while incorporating an a…