Carsten Teller

The fundamentals of personalised advertising are being heckled Currently it’s pelting the advertising giants from all sides. After lawsuits against Google and Facebook by the EU Commission for abusing their dominant positions, data protection regulators and the EU are simultaneously scrutinising Google’s and Facebook’s data-mining practices. And then along comes Apple, which with iOS 14.5 …

What is a keyword wrapper? The standard tool for generating as many ads as possible comes under different names: sometimes they are called keyword generators, sometimes keyword wrappers or even keyword mixers. More understandable would certainly be terms such as keyword combinators or somewhat more mathematical keyword permutators.  The thing they all have in common …

The challenge At some point, every SEA professional faces the task of tapping into the so-called long tail in campaigns. The reasons for this are obvious. On the one hand, one hopes to escape the highly competitive keywords that everyone else is also bidding on. On the other hand, longer-chain search terms are more specific …

Ads campaigns can now become much larger Campaigns with Google or Microsoft ads can in principle be extended into the long tail for almost any length. With the help of keyword permutators (so-called keyword wrappers) like those from Aufgesang, adPERTISE or from TrafficDesign, you can quickly generate hundreds, if not thousands of ads. The bottleneck …