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Key Takeaways Definition: Programmatic audio advertising uses automated technology (real-time bidding and audience data) to buy and place audio ads across digital platforms, reaching listeners at scale. Australian Growth: The tactic is rapidly growing in Australia due to high adoption rates of podcasts, smart speakers, and streaming platforms (Spotify, Apple Music), offering brands access to highly engaged, mobile audiences. Where…

Key Takeaways Definition and Purpose: Demand Gen campaigns are a new Google Ads format designed to reach users who are not actively searching but are open to discovery. They are Google’s answer to social media advertising, aiming to close the gap between capturing existing demand (Search) and creating new demand (Social). Placements: These campaigns deliver visually rich, interest-based ads across…

Key Takeaways Google Ads Automation uses machine learning to optimise bidding, targeting, ad delivery, and budget based on real-time signals (device, location, intent) that humans cannot track manually. Smart Bidding is the core automation system, comprising strategies like Target CPA, Target ROAS, Maximise Conversions, and Enhanced CPC, all designed to optimise for conversions or conversion value. When to Use Smart…

Topical authority has become one of the most important concepts in modern SEO. Google now prioritises websites that demonstrate deep expertise on a subject rather than those that simply target individual keywords. This shift means businesses must focus on building meaningful content clusters that show clear mastery of a topic. This article explains what topical authority is, why it matters,…

Key Takeaways Definition: Connected TV (CTV) advertising delivers video ads on any television connected to the internet, including Smart TVs, streaming sticks (Chromecast, Apple TV), and gaming consoles. It offers the brand impact of traditional TV with the precision of digital. Australian Market Shift: CTV is the fastest growing digital channel in Australia, driven by the decline of broadcast TV…

Key Takeaways The Opportunity: Video SEO is no longer just about YouTube. Marketers overlook a major opportunity by not optimising videos hosted on their own website and other platforms to rank in Google’s core search results. Google’s Visibility: Google displays video content in multiple high-visibility placements, including video-rich results, featured videos, video carousels, and video snippets in regular SERPs. How…

Key Takeaways Definition: YMYL (Your Money or Your Life) refers to content that can directly impact a user’s health, safety, finances, or legal decisions. Examples include medical advice, legal guidance, and financial planning. Stricter Requirements: Google holds YMYL sites to a much higher standard because incorrect information can cause significant harm. Ranking depends heavily on demonstrating strong E-E-A-T (Experience, Expertise,…

Key Takeaways Definition: Parasite SEO is a grey hat strategy where content is published on a high-authority, established website (the host) to quickly leverage its trust, strong backlink profile, and fast indexing to rank for competitive keywords. The Mechanism: It works because Google highly values the authority of the host domain (e.g., news sites, large publications). The “parasite” content benefits…

Key Takeaways Definition: An Entity is any uniquely identifiable thing (person, organisation, concept). Entity SEO is the practice of helping Google clearly recognise your business as a distinct entity and connect it to the correct topics via the Knowledge Graph. Why It Matters: Strong entity recognition leads to higher topical authority, more stable and improved rankings for related keywords, better…