YouTube tapped its machine learning capabilities to analyze over 8,000 of the top ads on its platform this year, surfacing five key creative trends that resonated. Why it matters. The findings, extracted using custom AI models that processed text, visuals, audio and more, provide a data-backed playbook for how brands can stand out on YouTube….
Google is rolling out an update to attribution models in Google Analytics 4 (GA4) to more accurately credit paid search campaigns for driving conversions. Why it matters. The change addresses an issue where conversions that should be attributed to paid search clicks were sometimes incorrectly assigned to organic search, especially for single-page applications. Why we…
YouTube is testing serving ads directly embedded into video streams – the latest move in its war on ad-blockers. Why it matters. The “server-side ad injection” approach bakes ads into the core video file itself, making them indistinguishable from content for client software and extensions that try to filter out advertising. Why we care. By…
Your manager just informed you that you have a new PPC client. How exciting! Once the news settles in, the questions start flowing into your mind: When do I start working with them? What services am I going to provide them with? What does their business do? Where are they located? Overwhelmed and don’t know…
In his first years as an acquisitions editor at the MIT Press in the late 1980s, Bob Prior helped handle a burgeoning computer science list. Thirty-six years later, Prior has edited hundreds of trade and scholarly books in areas as diverse as neuroscience, natural history, electronic privacy, evolution, and design — including one single…
SMX Advanced Day 2 kicked off with Aaron Levy reminding us about the complex nature of search marketing and the need to focus on customers in our strategy. Here are some highlights of his keynote talk, which included a look back at what the search marketing industry has been through, how the new wave of…
A short while after Google announced it would pause low-activity keywords, the Optmyzr team ran a study and got reactions from paid search experts to figure out how marketers may be affected, what shifts (if any) it would cause in advertiser management styles and what risks come with this update. The big picture. Google’s plans…
There are so many metrics you can track when running a Google Ads campaign. Yes, having more data at your disposal helps you make more informed decisions, but to someone new to paid search, all the data can be overwhelming. Where do you start? Are some metrics more critical to success? This article covers a…
Patients with intractable cancers, chronic pain sufferers, and people who depend on battery-powered medical implants may all benefit from the ideas presented at the 2023-24 MIT-Royalty Pharma Prize Competition’s recent awards. This year’s top prizes went to researchers and biotech entrepreneurs Anne Carpenter, Frederike Petzschner, and Betar Gallant ’08, SM ’10, PhD ’13. MIT…
A trip to Ghana changed Sofia Martinez Galvez’s life. In 2021, she volunteered at a nonprofit that provides technology and digital literacy training to people in the West African country. As she was setting up computers and connecting cables, Martinez SM ʼ23 witnessed extreme poverty. The experience was transformative. That same year, she left…
