- We’ll continue to have less control in ad platforms
- Keywords are on their way out as the core of Google Ads targeting
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.