IAB Australia has launched an interactive decision-making tool designed to help marketers enhance paid search campaign performance by maximising existing success or addressing underperformance. Developed by industry experts from IAB Australia’s Future of Search Working Group, the tool is a key feature of the newly released ‘How Search Engine Advertising Auctions Work’ Guide.
The Guide offers comprehensive insights into the mechanics of search advertising, covering topics such as different auction models, the significance of quality scores, the impact of ad assets and extensions, ad ranking in shopping experiences, and best practices for campaign optimisation. Additionally, it includes a glossary of key terms and a collection of useful industry resources.
Maximising good performance. (IAB Australia).
Gai Le Roy, CEO of IAB Australia, said: “With $6.9 billion being spent annually on the Australian paid search market, it is vital that marketers grasp the mechanics of search auctions and leverage the right tools to optimise performance. Even a small improvement can result in significant financial upside for advertisers.”
The launch of the Guide coincides with a leadership transition within the Future of Search Working Group, as outgoing chair Gary Nissim (Indago Digital) passes the reins to Jonathan Henshaw, head of product and innovation at Ryvalmedia.
“This is such a transformative time in search, with the convergence of AI and evolving user behaviours. I’m excited to lead this talented group of industry practitioners who will play a crucial role in unlocking insights to help brands navigate this new landscape,” said Henshaw.
The Future of Search Working Group comprises representatives from Indago Digital, Google, GroupM, Hearts & Science, Howatson & Co, iProspect, Microsoft, Monks, Performics, Ryvalmedia, Woolworths, Admatic, and Half Dome.
The new decision-making tool and guide are now available for industry professionals looking to enhance their paid search strategies in an increasingly complex and competitive digital environment.