Join or Die: Digital Advertising in the Age of Automation

It is likely that ad recall on YouTube skips is so powerful because, in order for a user to skip the ad, they have to actively engage with

We refer to a confident algorithm as one that has run enough tests in the learning phase to accumulate statistically significant confidence intervals regarding its hypothesis. However, just because a machine is confident does not mean the machine is accurate.

You can also choose to pay for conversions instead of clicks on Smart Display campaigns that use Target CPA bidding.

The client admitted that they stuck around because the agency celebrated improvements in Quality Score and decreases in cost per click. So the client, wrongfully, assumed that actual revenue growth would soon follow.

As we discussed in Chapter 3, automation has changed all of this. We should no longer assume that bottom-funnel search terms are more valuable than top of funnel search terms. However, this traditional approach is still useful for many accounts.

Behavioral targeting has less to do with the medium and, instead, relies on customer behavior to determine the timing, placement, and audience of an ad. This placement favors the who.

Additionally, clients often have expectations, or demands, that are far from what would be considered a Google best practice, so concessions need to be made on our end for the good of the relationship.

While five cents might be mathematically correct, it is rarely actually the correct bid for any individual auction. It’s just an average. Your customers are not statistics.

In every case, allowing machine learning algorithms to process as much data as possible improves liquidity.