- We’ll continue to have less control in ad platforms
- Keywords are on their way out as the core of Google Ads targeting
Google’s search ranking factors leaked & the SEO world has been doing its best Shark Week impression trying to digest the info and tease out the secrets contained within.
It’s over 14k attributes.
I haven’t dug in yet, but I agree with this approach:
Ultimately, you want to build content that people like. That people want to click on. That people want to consume. That people want to share. That people just want to go back to.
-Barry Schwartz
Content may be distributed by algorithm, but it shouldn’t be created for them.
On Brand: Authenticity & Personality
Blake Droesch on the type of brand that won’t be disrupted by AI And other technologies (~25:21):
The authentic brand is the one that is going to stand out. That was true yesterday, it’s true today, and it will be true in the years to come.
& Bill Fisher (~25:40):
Every brand’s going to have a core audience. And you need to speak to that audience in a relatable way. That’s what your brand personality is—or should be.
& Carina Perkins (~26:40):
Brands can’t really get away with false personalities anymore. Is that personality really reflecting their business and values? And everything they do, rather than just what they say?
Plus some solid branding advice from Dropout (formerly CollegeHumor):
It’s like I always say, if you’re going to use two brand names, just use one.
Google is emailing advertisers to notify them it will soon begin automatically pausing low-activity keywords.
According to the email, positive keywords in search ad campaigns will be considered low-activity if they haven’t generated impressions in over a year.
This should make account manager easier and cleaner.
But I think it’s also a low-key signal that:
And yes, this is mostly thanks to AI.
“Running with scissors is a cardio exercise that can increase your heart rate and require concentration and focus,” says Google’s new AI search feature. “Some say it can also improve your pores and give you strength.”
…
Google suggested that if you’re making pizza but the cheese won’t stick, you could add about an eighth of a cup of glue to the sauce to “give it more tackiness.”
At its core, AI is only as good as its training data. Why would we expect any different from a model that averages the internet?
It is only superhuman when it comes to speed.
via TechCrunch
Google Marketing Live continued a recent trend for Google Ads, making it more and more like social ad platforms as far as creation flow and targeting.
Social marketers will inherit the earth?
Which means, your creative is the most important part of your ad strategy.
While Google is Meta-fying its ad platform as fast as it can, Zuck+Co might be returning the favor.
Site links in your social feed!
The site links feature enables you to add multiple landing pages to your ads. Ads created without the site link feature can only include one primary landing page. The site links will appear as horizontally scrollable display labels under the main hero image or video. When someone clicks on one of the site links on your ad, they’ll be redirected to its designated landing page within the in-app browser to learn more about your business.
via Meta
it’s teaming up with OpenAI to add the startup’s technology to iOS 18, the next version of the iPhone’s software
Sounds like OpenAI won the gig (Google always felt like a weird choice based on platform competition and default search payola scrutiny).
Now Apple gets to enter the consumer AI fray and establish a connection with its hardware platform while continuing to develop its edge differentiation and outsourcing hallucinatory reputational risk to someone else.
Netflix will launch an in-house advertising technology platform, by the end of 2025
…
This summer, Netflix will also expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.
The streaming platform removed the Basic plan for new subscribers last July, not it’ll get rid of it for good.
I wrote this last March:
If Netflix goes the roll-your-own route to replace the Microsoft stack, I wonder how long the ad-free basic tier will last.
A mystery no more.
A year ago, Google said that it believed AI was the future of search. That future is apparently here: Google is starting to roll out “AI Overviews,” previously known as the Search Generative Experience, or SGE, to users in the US and soon around the world. Pretty soon, billions of Google users will see an AI-generated summary at the top of many of their search results.
How does this impact your ad strategy?
via The Verge