Imagine that you were a human algorithm who needed to take all this knowledge (data) and translate it into a strategy. How would you create your own set of rules to test and refine over time?

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

At this point in the game, your competitors have the same basic knowledge as you do.

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.

Many websites are set up in a way that leads to a higher conversion rate on desktop. Therefore, advertisers are willing to pay more for desktop traffic, thus increasing the market rate for that click.

Manual CPC Google Search advertising primarily relies on contextual targeting.

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.

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.

There are times when we believe that Google’s recommended best practices would be more effective for a given campaign in the long term, but short-term goals or other events might force us to stray from those recommendations.