Topic: performance marketing
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Agentic PPC: The Future of Performance Marketing in 2030
Current AI marketing tools lack human intuition and operate on predefined rules, but future personal AI agents will learn from individual marketers' strategies to replicate their decision-making. These AI agents will collaborate through universal protocols, exchanging specialized knowledge and op...
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MMM: Why It Scares Marketers & Why You Need It
Marketing mix modeling (MMM) is a contentious tool in marketing, with enthusiasts seeing it as a solution to attribution issues and skeptics recalling flawed implementations due to conflicts of interest. MMM is regaining relevance due to privacy regulations and tracking restrictions, as it doesn'...
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Top AI Tools for PPC, Search & Social Media in 2024
Mastering AI tools for PPC, search, and social media is essential for performance marketers to stay competitive, requiring a structured approach to evaluate and adopt new technologies that streamline workflows and enhance campaigns. Key tools include AdCreative.ai for generating creative variatio...
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Optimize Your Paid Media: The Ideal Upper-Funnel Budget
Neglecting brand-building for short-term performance marketing can severely limit long-term revenue, as research shows cutting brand spend often costs more later to regain market share. Experts recommend allocating roughly 60% of a paid media budget to top-of-funnel activities like awareness camp...
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3 Essentials for CTV Success in 2026
To succeed in the 2026 Connected TV (CTV) advertising landscape, brands must focus on creative innovation, advanced metrics, and automated campaign management to engage viewers effectively. Creative experimentation is becoming standard, with CTV enabling dynamic formats like shoppable ads and AI-...
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Adobe Integrates AI Into Content Workflows
Adobe is integrating generative AI and intelligent agents into its content workflows, enhancing creative and marketing teams' ability to produce and distribute content across major platforms like Amazon Ads, Google, and TikTok. Key innovations include the expansion of Adobe Firefly for Enterprise...
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How Zero-Click Search Impacts Small Brands' Online Visibility & Budgets
Zero-click search and AI tools like ChatGPT are reshaping digital visibility, forcing brands to focus on conversational search results rather than traditional keyword rankings. Brands are balancing performance marketing with broader awareness efforts, investing in diverse content formats and cohe...
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Reinventing B2B: Ryan Nelsen on Moving Beyond Broken Playbooks
Ryan Nelsen emphasizes that modern marketing requires abandoning outdated strategies and adopting AI-driven tools and a new mindset for growth. He advocates for blending B2C tactics into B2B strategies and integrating brand building with performance marketing rather than treating them separately....
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Measure LLM Visibility & Impact: A Better Guide
The fundamental challenge of measuring brand presence in LLMs is their closed ecosystem, which lacks direct conversion paths unlike traditional SEO, requiring a more interpretive analytical approach. LLMs serve as a top-of-funnel discovery tool, providing answers directly without driving external...
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Avoid These 3 Costly Incrementality Testing Mistakes
Incrementality testing is essential for measuring true marketing impact, moving beyond attribution to determine if efforts drive new results or simply claim existing ones. Successful testing requires clear upfront goals and a decision framework to translate results into actionable business metric...
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Ayisha Yousef: Lessons Learned from Black Friday Fails
A misinterpreted directive to remove ad scheduling restrictions led to the complete shutdown of key campaigns during Black Friday, causing a significant advertising disruption. Ayisha took full accountability for the error, fostering psychological safety within her team and emphasizing transparen...
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TikTok Search Ads Double Purchase Rates
TikTok's Search Ads Campaign is proving highly effective, delivering double the overall purchase lift and significantly higher returns on ad spend compared to non-search ads. The platform's search ads connect with users during active intent, driven by a 40% year-over-year increase in searches and...
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CTV Defined: Why It's Crucial for Performance
The core value of Connected TV (CTV) advertising is its combination of traditional TV's premium storytelling environment with digital's precise targeting, but this is threatened by a blurred definition that lumps in unrelated ad formats like static screens or in-game banners. Conflating disparate...
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How to Reignite Your Brand's Creative Magic
The conversation with Deema Tamimi highlights the evolving role of AI in marketing, where it acts as a co-creator to enhance personalization and efficiency rather than replacing human creativity. Tamimi emphasizes the potential for AI to significantly benefit nonprofit organizations by driving so...
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Is AI Coming for Your Industry?
AI is reshaping business by categorizing industries into four groups based on their vulnerability to disruption, with **Breached** sectors like travel and retail facing an immediate existential threat as AI bypasses traditional discovery channels. **Undefended** industries such as gaming and dati...
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Google Ads Launches VTC Bidding for App Campaigns
Google Ads has introduced a new, explicit bidding option for Android App campaigns that optimizes for view-through conversions, allowing advertisers to target users who install an app after seeing an ad without clicking it. This update reflects a broader industry shift toward measuring campaign i...
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How Complex Queries Are Changing Google Search for Marketers
Google Search is evolving beyond keyword matching to understand complex user intent through AI, enabling more accurate discovery of products and services. AI-powered features like AI Overviews and query fan-out deconstruct detailed queries to provide comprehensive answers and uncover new commerci...
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Beyond E-E-A-T: Branding, Survival, and SEO's Future
Branding is essential for digital success as authentic identity strengthens search performance and builds trust with both users and AI systems, moving beyond technical SEO to human-centered approaches. Survey data shows a shift towards brand-focused strategies, with improved visibility and cross-...
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Google Launches "Partner Match" for YouTube Ads
Google has launched Partner Match for YouTube, allowing advertisers to use anonymized third-party customer data to build precise audience segments for video campaigns. The tool matches hashed user information to YouTube accounts for targeting across several campaign types, though it excludes ad s...
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