Amazon: AI-powered ‘Performance+’ Ads Offer 30-90% Lower CPAs
by Anu Adegbola | May 23, 2024
This article examines how Amazon's new AI-powered ad product, Performance+, automates campaign management and optimization to achieve 30-90% lower cost-per-acquisition by predicting conversion rates. It offers advertisers an alternative to Google and Meta's AI-driven campaigns, providing more control over campaign setup, audience targeting, and optimization through Amazon's demand-side platform.
Broad vs. Deep Expertise: How to Decide Which is Right for You
by Jason Tabeling | May 23, 2024
While an opinion piece, this article discusses the decision between developing broad versus deep subject matter expertise, especially for those in the early or middle stages of their careers. It explains the "T-shaped marketer" model, emphasizing the value of both specialization and versatility. Deep expertise offers strategic advantages and thought leadership opportunities, while broad skills provide versatility, big-picture thinking, and enhanced communication. The article offers tips to help individuals decide, such as assessing strengths, considering market demand, thinking long-term, networking, and experimenting with different roles.
How Entity-Based Strategies Can Contribute to PPC Success
by Ann Robison | May 15, 2024
This article discusses how incorporating entity-based strategies into PPC (pay-per-click) campaigns can enhance their effectiveness. Entities, which are unique people, places, things, or concepts, provide valuable context and relationships for keywords. This approach can expand keyword lists, optimize quality scores, and uncover new audience segments. By aligning ads with user intent and context, businesses can achieve better click-through rates, lower costs-per-click, and higher overall performance. The article emphasizes the importance of using entities to stay competitive and improve the relevance and success of PPC campaigns.
Human + Machine = Marketing Powerhouse: How AI Empowers the Marketing Generalist
by Jim Ewel | May 9, 2024
AI will soon revolutionize marketing by handling up to 95% of tasks currently managed by agencies, predicts OpenAI's CEO, Sam Altman. This shift will lead to the rise of "marketing generalists" who use AI tools to execute campaigns across various disciplines, making traditional specialized roles and inefficient workflows obsolete. Marketers must prepare for significant organizational changes over the next 5-10 years.
Paid Media Marketing In 2024: 7 Changes Marketers Should Make
by Brooke Osmundson | May 5, 2024
Paid media is primarily aimed at increasing brand visibility and traffic, with AI and machine learning becoming integral to campaign optimization. Marketers need to adapt to these evolving technologies while maintaining user privacy. The article suggests seven key updates for 2024's paid media strategies, including updating Google tags for EU compliance, leveraging influencers, managing diverse audiences, emphasizing video content, exploring Microsoft Ads, optimizing user experiences, and using AI to enhance efficiency and ROI. *Article is part of an exclusive stack.*
AI Is Making Good Ad Agencies Better and Bad Agencies Worse
by Gil Gildner | May 3, 2024
The article examines the impact of AI on advertising agencies, highlighting how AI is automating routine marketing tasks and challenging traditional agency models. It argues that agencies must differentiate themselves by focusing on strategic areas beyond AI's reach, such as client economics and branding. Successful agencies will use AI to improve services while retaining crucial human insights, whereas those that fail to adapt will use AI merely as a crutch, risking obsolescence. The article concludes by suggesting the industry is nearing a significant reset, driven by the pervasive influence of AI.
7 Ways to use Generative AI in PPC
by Kerri Amodio | Apr 9, 2024
In this article, Kerri Amodio discusses effective strategies for integrating generative AI into PPC campaigns, emphasizing the balance between AI tools and human oversight. She recommends using AI for initial creative processes like copywriting, keyword research, and audience insights, but advises rigorous human review to ensure alignment with brand goals and quality. The article highlights the importance of detailed prompts to refine AI outputs and ensure that campaigns stand out in competitive markets.
PPC Automation Layering: How To Get More From Google Ads
by Brooke Osmundson | Mar 6, 2024
The article discusses PPC automation layering, which uses various automation tools and rules to enhance PPC campaign management efficiency. It highlights how automation has shifted the focus of PPC experts from manual tasks to strategic decision-making and optimization. The guide emphasizes that while automation improves efficiency, it complements rather than replaces the crucial strategic roles of PPC professionals.
How Can I Use ChatGPT For Marketing?
by Dave Chaffey | Feb 16, 2024
This article discusses the integration and impact of ChatGPT and other AI tools in marketing. The author highlights that while many marketers are interested in using ChatGPT, only about 40% are currently applying it to enhance areas such as content creation and campaign strategy. Chaffey advises that while AI can significantly improve marketing efficiency, it should be used as a collaborative tool, not a replacement for human expertise. He also notes the need for strategic oversight when employing AI in marketing planning due to its current limitations.
The 10 Best PPC Automation Tools in 2024
by Vimal Bharadwaj | Jan 3, 2024
This article reviews several PPC automation tools, discussing their features, strengths, and weaknesses, helping readers determine the best tool for their specific needs. This includes a detailed look at tools like Optmyzr, Skai, Adalysis, and others, comparing their capabilities and suitability for different types of users, from agencies to individual consultants.
PPC Automation: When & How To Use It
by Navah Hopkins | May 2, 2023
The article examines the role of automation in digital marketing, focusing on PPC campaigns across various aspects such as bidding, creative processes, audience targeting, and channel management. It highlights the importance of automation in enhancing campaign efficiency and effectiveness, especially if advertisers trust their data and conversion tracking. The discussion spans the benefits and mechanics of different automation options without advocating for any specific tool, emphasizing that proper implementation depends largely on accurate data and strategic insight.
Run Great Campaigns With PPC Automation: The Whats, Whys and Hows
by Frederick Vallaeys | Jan 16, 2023
This article emphasizes the significance of PPC automation in Google Ads management, noting that automation integrated with human oversight can enhance campaign performance by up to 15%. It discusses how modern PPC platforms utilize AI and machine learning to streamline ad management tasks, and introduces the concept of PPC automation layering, which provides marketers with additional control and security over automated operations.
Automation Layering: How PPC Pros Retain Control When Automation Takes Over
by Frederick Vallaeys | Jun 21, 2019
In this article, Frederick Vallaeys introduces "automation layering" as a technique where PPC experts implement their own custom automations to complement and enhance the automated tools provided by ad platforms like Google. This approach helps retain strategic control and ensures that automations align with business goals and market nuances.
You Are What You Measure
by Jacob Drucker | Dec 4, 2018
This article emphasizes the importance of Key Performance Indicators (KPIs) in business growth, arguing that measuring specific, impactful metrics can reveal valuable insights and drive success. It highlights how businesses, through detailed monitoring and adapting KPIs to evolving needs, can better understand customer behavior and strategically scale operations.
