Mike O'brien

  • Evolving past last-click attribution in paid search

    “Better the devil you know than the devil you don’t.” That famous quote applies to the many marketers who default to last-click attribution, even with its well-documented failure to take the entire customer journey into consideration. During ClickZ’s latest Masterclass on paid search optimization, in association with Fospha and Kenshoo, we surveyed 800 marketers on their greatest challenges.

    Mike O'brien/ Search Engine Watchin Paid Search- 11 readers -
  • Customer reviews: The not-so-secret SEO tactic

    No matter what industry you’re in or what your business does, you want to be as close as possible to the top of a search engine results page (SERP). And of course, SEO is what gets you there, taking into consideration more than 200 ranking signals, such as the quality of your content, backlinks, mobile optimization, and keywords.

    Mike O'brien/ Search Engine Watchin SEO- 16 readers -
  • The state of influencer marketing in 2016

    Before Vine’s popularity declined, Vine stars had transcended the platform to become actual celebrities. How has influencer marketing changed as it’s grown? Justin Bieber has 22 million YouTube subscribers. Rihanna has 21 million. Katy Perry and Eminem, 18 million apiece. These four musicians are among the most famous people on the planet, and none of them has even half the fo ...

    Mike O'brien/ Search Engine Watch- 27 readers -
  • Google beats Apple to become world’s most valuable brand

    Since 2011, Google and Apple have been competing to be the most valuable, according to Millward Brown Digital’s annual report. This year, Google is back on top. For the last 11 years, Millward Brown Digital, the market research division of London agency WPP, has been analyzing financial and market data, in addition to interviews with customers, to determine the world’s most valuable brand.

    Mike O'brien/ Search Engine Watchin Google- 28 readers -
  • Where do the biggest brands spend their marketing dollars?

    Different retailers have different priorities when it comes to their marketing budgets, but the most valuable brands – Amazon and Apple – are banking on search. We all know Amazon is the undisputed king of ecommerce. From November 2014 to November 2015, the company raked in more than $71 billion in online sales, which is more than Walmart, Apple, Macy’s, The Home Depot, Best B ...

    Mike O'brien/ Search Engine Watchin Display- 19 readers -
  • Dictionary of ad buying: key terms and acronyms

    For beginners, buying ads can be a confusing labyrinth of jargon and acronyms. To help you make sense of them, we’ve compiled this helpful glossary. If you’re new to buying ads, you may not know where to begin. There are a lot of terms; some, like targeting, are fairly obvious, while others just seem like an alphabet soup of acronyms. If you’re like, “AMP, CPC, DSP, what?” fear not.

    Mike O'brien/ Search Engine Watchin Display- 23 readers -
  • Six tips on measurement from the IAB Programmatic Marketplace

    Not getting too complicated with metrics is just one important point covered in an IAB conference session all about attribution. Earlier this month, the Interactive Advertising Bureau (IAB) held its annual Programmatic Marketplace in New York and here are the six key takeaways from our favourite presentation: “Cross Device Measurement and Attribution: Accuracy, Efficiency and Impact.” 1.

    Mike O'brien/ Search Engine Watch- 22 readers -
  • Seth Godin on titles, transformation and Trump [video]

    The countdown to ClickZ Live New York is on and with five weeks to go, our keynote speaker, renowned marketer Seth Godin, stopped by our office for a chat. With ClickZ Live New York just a month away – you’ll be there, right? – we invited our keynote speaker to come hang out with us. And we filmed it, just because we weren’t sure if you’d believe us when we told you who we got this year.

    Mike O'brien/ Search Engine Watch- 28 readers -
  • Facebook Upgrades Its Search Capability

    Facebook will soon make it easier for users to find the posts their friends have shared with them. The Facebook Search upgrade, which will roll out later this week, is based on the Graph Search beta users' feedback, as many people expressed interest in revisiting posts they've seen before, according to a blog post by Tom Stocky, vice president of search at Facebook.

    Mike O'brien/ Search Engine Watchin Social Facebook- 3 readers -