Marketing Glossary
Guide to Cost-Effective Google Advertising in 2024 [Guide]
In 2024, Google Advertising leverages AI to deliver more personalized and predictive ad targeting, improving campaign effectiveness. Enhanced automation tools streamline ad creation, budget management, and performance optimization for advertisers.
Digital Marketing Depot has published ‘Guide to Cost-Effective Google Advertising in 2024’.
Guide To SEO In The Age Of AI
SEO in the age of AI leverages advanced algorithms to improve search result relevance and user experience through personalized content. AI-driven tools also help automate keyword analysis, content optimization, and search intent understanding, enhancing visibility and rankings.
Search Engine Journal contributor Ben Steele has published an article on building AI best practices for SEO.
He says, “To compete in search environments built on AI algorithms and with user-facing generative AI features, SEO professionals must learn how the technology works. You need to know how to interact with AI on several fronts:
- Optimizing for AI-powered search algorithms.
- Building keyword and search strategies that take generative AI search features into account.
- Employing AI tools to help improve productivity.
- Understanding where AI needs human guidance and what tasks should not be delegated to it.
- Differentiating your brand and content from competitors where AI tools have lowered the cost and barriers to marketing at scale.”
Google Trends Advanced Tips [Video]
Google Trends is a powerful tool for identifying real-time search trends, helping marketers to understand audience interests and optimize content strategies. It provides valuable insights into keyword popularity, enabling data-driven decisions for content creation and SEO.
The GSC team says, “In this episode of Google Trends Tutorials, Daniel Waisberg, Search Advocate at Google, and Omri Weisman, Google Trends Engineering Manager, showcase Google Trends advanced features such as special characters and detailed comparison filters. Watch along to learn a few tricks to make the most out of Google Trends data.”
Guide To AI Email Marketing
AI in email marketing enhances personalization by analyzing user behavior and preferences, enabling tailored content that boosts engagement. It also optimizes send times and subject lines, increasing open rates and overall campaign effectiveness.
HubSpot contributor Flori Needle has published a guide to
He says, “I’ve found that the most significant benefit of using AI in email marketing is that it saves time while improving performance. The routine processes you spend time on can happen instantly, and you can launch your optimized campaigns faster.
Most AI email marketing tools are also powered by machine learning, meaning that they use data points (from your business and sometimes your industry) to help you optimize your email strategy.
You won’t be left to guess what works best because the AI can look at your past emails, and you can benchmark your performance against competitors to see where you can improve.
If you’re interested in learning more about the impact of AI on marketing, check out this Marketing Against The Grain episode about marketing opportunities that AI unlocks for business.”
AI Email Marketing: How to Use It Effectively [Research + Tools]
Guide To Generative Engine Optimization
Generative Engine Optimization (GEO) leverages AI to create tailored content that improves search rankings by aligning with user intent and algorithmic preferences. This innovative approach enhances SEO strategies, driving more organic traffic through dynamic, data-driven content creation.
HubSpot has published a guide to ‘Generative Engine Optimization’.
Stephanie Trovato says, “Generative Engine Optimization (GEO) is a new technique for maximizing your digital content’s visibility. Instead of traditional SEO practices that focus on ranking on SERPs, GEO is about being used by generative AI engines.
Generative engines pull information directly from web content to deliver responses to user queries. They use large language models (LLMs) to make sense of the info they’ve scraped and provide coherent, relevant answers.
ChatGPT, Perplexity AI, and Google AI Search are all examples of generative engines.
Generative engines work by:
- Interpreting a user’s query.
- Leveraging personal data it may have on the user, such as preferences or conversation history.
- Searching to find relevant answers to the query
- Synthesizing information from these documents into a straightforward response”.
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Google Trends walkthrough [Video]
The GSC team says, “Discover how to compare search terms and topics trending in Google Search and Youtube with Daniel Waisberg, a Search Advocate at Google, and Hadas Jacobi, a software engineer in the Google Trends team. Learn about the filters and cards available in GoogleTrends to gain insights and understand topics people are interested in in order to make informed decisions.”
General vs. Marketing Specific AI Writing Tools [Guide]
AI writing tools assist in generating content by automating text creation, editing, and optimization, enabling users to produce high-quality writing quickly. These tools enhance creativity and productivity by offering suggestions, correcting grammar, and tailoring content to specific audiences.
The DMD team says, “Unlock the power of AI in marketing with our comprehensive guide comparing general-purpose AI assistants and specialized marketing tools. Discover:
- Capabilities and limitations of general-purpose AI in marketing
- How marketing-specific AI tools enhance workflow and content creation
- Benefits of quantitative marketing predictions
- Cost considerations for businesses of all sizes
Google Shares Five Tips for Writing Great Prompts
Great prompts are crucial when using AI technology as they guide the model to generate relevant and accurate responses. Clear and well-defined prompts can lead to more precise and insightful outputs, enhancing the overall effectiveness of AI applications.
Molly McHugh-Johnson has published an article featuring five tips for writing great prompts for Gemini in the Workspace side panel.
She says, “Since launching last month, Gemini in the Workspace side panel has been making many people’s lives easier. Where once you had to jump from Gmail to Docs to grab information for a message, you can now get what you need right next to your draft with a simple prompt. Looking for a quick breakdown of key facts from multiple files in Drive? Gemini in the Workspace side panel can help with that, too — no new tabs needed.
1. Take cues from the suggestions
When you open Gemini in the side panel of your Workspace apps, you’ll see product-specific suggestions: In Gmail, the side panel shows you ideas like “find attachments in my emails;” in Docs, you might see “rephrase part of this document;” or in Sheets, Gemini may suggest “teach me how to use conditional formatting.”
5 tips for writing great prompts for Gemini in the Workspace side panel
Guide To Keyword Prioritization [Guide]
Keyword prioritization involves identifying and ranking the most relevant and high-impact keywords to optimize content for search engines. This process ensures that the selected keywords align with target audience intent and business objectives to maximize visibility and traffic.
Search Engine Journal has published ‘A Guide To Keyword Prioritization & The Newest Query Matching Controls In Google Ads’.
Ginny Marvin says, “We’ll cover various scenarios and what to keep in mind for each prioritization rule – as well as what you need to know about the latest in query matching controls.
Why Keyword Prioritization Matters
Keyword prioritization rules help ensure keyword-to-query relevance to deliver better user experiences and advertiser outcomes.
But another big benefit of keyword prioritization rules is that they help address the reasons why advertisers resorted to using “keyword sculpting” techniques that entailed complex account and bid structures in order to route traffic where they wanted.”
A Guide To Keyword Prioritization & The Newest Query Matching Controls In Google Ads
