In this episode of Below the Fold, host Ibrahim Jabri welcomes back Ryan Fletcher for his second guest appearance. They dive into the evolving challenges and opportunities in digital marketing, including the impact of AI on paid search, industry skill gaps, and effective strategies for small budgets.
The discussion also covers app marketing, user acquisition, and the importance of understanding machine learning within ad platforms.
This episode provides valuable insights for both seasoned marketers and newcomers.
Timestamps:
0:00 Intro
00:55 The Skill Gap in Ad Tech
01:56 Challenges with Broad Keywords
03:13 The Evolution of Search Marketing
05:18 Navigating Platform Biases
07:37 Strategies for Small Budgets
11:57 Performance Max Campaigns
15:16 The Role of Machine Learning
17:31 The Importance of Granularity
25:22 CPC Inflation and Market Dynamics
26:58 Automated Bidding and Organic Cannibalization
28:27 Balancing PPC and SEO Strategies
30:25 The Complex World of App Marketing
32:24 Challenges and Innovations in App Campaigns
35:26 The Future of Apps and Super Apps
38:33 Value Exchange and User Data
49:15 The Role of MMPs and Firebase
51:49 Concluding Thoughts and Future Topics
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