Search marketing roundup: January 2024


By Corey Padveen

Corey Padveen returns with his review of the latest need-to-know updates from the world of AI, Amazon Alexa and of course Google.

1. AI’s continued domination

Just over a year in and AI is showing no signs of slowing down. With its growing influence, AI is crucial for us in the casino affiliate industry to keep leveraging for smart content creation, customer engagement, and data analysis. While we can certainly expect to see a winnowing down of AI startups as prices increase, affiliates should still think about using AI to personalize gaming recommendations or to create dynamic content that adapts to user preferences. AI can also help analyse customer behaviour, allowing for more targeted promotions and offers. 

There is no shortage of tools out there - both free and paid, like AdCreative.ai, for example. These tools can help boost your strategies, testing, and results. Affiliates of all sizes should be looking for ways to take advantage by using them.

2. Adapting to next-gen Amazon Alexa

Content continues to be the key to any successful affiliate marketing strategy, but how that content is delivered is changing. New capabilities announced at the end of 2023 with Amazon Alexa are now fully integrated, and with the new Amazon Alexa, affiliates need to consider optimising their content for voice search. Start exploring opportunities for voice-based advertising or creating Alexa skills that provide value to users, such as daily betting tips or game updates.

Source: The Drum

3. Google's cookie deprecation

The death of cookies has begun. Google's move to phase out third-party cookies will change how we collect data and target ads. It's time to start exploring new ad-targeting methods, like leveraging first-party data and email marketing​. Remember: The more data you own, the more successful your marketing campaigns will be.

Source: Google

4. Google’s new AI-driven tools

Google has been teasing more integrations of AI across its entire suite of tools and apps for a while now, but in January we started to see just how powerful AI can become (and already is) when it comes to Google Ads. Automated ad assets and procedures were rolled out and have already started taking shape, working seamlessly with the platform’s structure. This will certainly allow for a lot more testing with Google Ads moving forward.

Source: Grazitti

In short, January suggests that 2024 is shaping up to be a year of significant opportunities and challenges in the marketing world. For those of us in the casino and gambling affiliate industry, it’s time to embrace these changes and innovate our strategies to stay ahead of the game. Let's make it a year to remember!

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