In case you haven’t heard:
Consider this your final warning: Google is going to start wiping inactive accounts on Friday, December 1.
It only impacts personal (non-Google Workspace) accounts.
To avoid The Purge, just do something in your account to make it look active.
I’m always saying this:
AI is a tool. We can use it for good or bad, it’s us that is good or bad.
Or, said this way:
AI is neutral. People are terrible.
Google Ads added more algorithm signals (robot food) to Performance Max campaigns.
Search themes in Performance Max allow you to provide Google AI with valuable information about what your customers are searching for and which topics lead to conversions for your business.
It’s keyword (up to 25) targeting for PMax. Both a way to help bridge the gap in instances of minimal or missing data for Big G to pull from your site and (I imagine) to make more search marketers comfortable with the new campaign type.
It’s found via the Signals card in a campaigns asset groups tab.
The I Want My Baby Back campaign re-affirms the power and longevity of sonic branding, as the campaign hit 1.5 billion media impressions in less than a week and became a trending hashtag on TikTok.
Earworms as marketing
I’m always saying this:
AI is a tool. We can use it for good or bad, it’s us that is good or bad.
Or, said this way:
AI is neutral. People are terrible.
I’ve been thinking about this lately:
As your fans and customers change you have to make the choice if you’re going to change and develop along with them or simply pass them off to the next iteration of what you do.
Are you for a moment or a life?
Either is fine (aside from the sustainability of disposable trends), but knowing and embracing is important.
Are you thinking about your audience wrong?
There’s the audience you envision and the audience you get.
Some brands are well aligned.
Some (like Stanley Thermos) discover they’ve gotten a new audience and adapt.
& some (like podcasters in the article linked above) might miss an opportunity.
Shifting screens
Piggybacking off the ads in Prime Video post from earlier, the end of the free money train means streamers are shifting from a subscriber growth focus to a profit growth one.
Which means higher prices or (more) ads.
Or both, just in different tiers.
Also, there may be no such thing as “premium” in streaming:
Streaming ad price ranges are narrowing. The high ad prices Disney+ and Netflix initially asked for have lowered.
Is this the digitization of ad prices? The closer a platform gets to having an online self-serve, the more price parity they’ll have with alternatives.
More ads in more places: Prime Video edition
Starting in early 2024, Prime Video shows and movies will include limited advertisements.
In the U.S., [Prime Video ads] will reach an estimated 115 million viewers on a monthly basis.
Amazon now papers over any profit problems by turning up the advertising dial.