Insights tagged ‘Marketing’
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Generative engine optimisation: separating sound practice from snake oil
A new three-letter acronym is stalking the marketing industry. Generative Engine Optimisation (GEO) is the practice of making your content visible in AI-generated answers, such as those produced by ChatGPT, Perplexity, Google AI Overviews, and Claude. The term was coined in a 20…
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Automating your marketing 01: Paid Search Ads
Google has always wanted you to believe that running search ads is simple and not as complex as it actually is. Set a budget (a generous one!), choose some keywords, and let the machine handle the rest. To be fair, the machine has become exceptionally good at certain aspects of …
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Meta’s GEM: what the largest ads foundation model means for your marketing
Meta has been quietly building something significant. Most marketers haven’t fully grasped the importance because it has been wrapped in machine learning jargon and engineering blog posts. The Generative Ads Recommendation Model, which Meta calls GEM, is the largest foundation …
