IAB Aus Launches Paid Search Guide and Tool

Digital ad association IAB Australia has launched a tool promising marketers the ability to maximise good performance or correct poor performance from paid search campaigns.

The IAB is an independent industry association with more than 170 members in Australia and nearly 9,000 across 47 offices globally. Members include media owners, publishers, technology companies, agencies and advertisers.

The new decision-making tool has been developed by industry experts from IAB Australia's Future of Search Working Group, and is launched alongside a guide to the workings of search engine ad auctions. Gai Le Roy (pictured), the association's CEO, comments: 'With $6.9 billion being spent by advertisers on the Australian paid search market per annum it is vital that marketers understand the mechanics of search auctions along with levers that can make their ads perform optimally. A small improvement could provide an upside of tens of thousands for some marketers'.

Jonathan Henshaw, Head of Product and Innovation at Ryvalmedia, who is currently taking ocer the Chair of the association's Future of Search Working Group from inaugural leader Gary Nissim, comments: 'This is such a transformative time in search as we see the convergence of AI and changing user behaviour. I'm personally excited to lead such an impressive group of experienced practitioners who will be key in unlocking insight for the industry to help brands navigate this new landscape'.

Web site: www.iabaustralia.com.au .