Which tools & LLMs Seer has been testing

How Seer’s data warehouse has been impactful for analyzing changes in SGE

Wil’s general thoughts around AI & LLM’s impacts

How you can use LLMs for presentation feedback & daily life

Training for marathons

Preparing for Holiday Season: The guys recommend a bunch of things to consider if you’re advertising during Black Friday, Cyber Monday and the greater holiday season.

Ads appear in Google’s SGE: Surprise, surprise!  Google controls SGE and shockingly is testing ad placements in the experience.  We saw this coming but it’s interesting to see when and where these ads are beginning to appear.

Performance Max Beta:  Google just released a Performance Max Beta where advertisers can now add “Search Themes” to their asset groups.  These are different from search terms, but it does beg the question, is keyword bidding eventually going away?

Tik Tok & Google partnership?: Tik Tok previewed links to Google within search results which we’ve hinted at in previous episodes.  We give a preview of what this looks like and how it might impact your strategy.

Google’s Legal Issues: Google’s in court and there are massive implications on the line with the possibility that Google search might not be the default of search engine on Apple’s iPhones.  We spoke about the implications of this and how difficult it is in general to build a search engine. 

ChatGPT can see & hear:  Really cool updates from the OpenAI team that enabled the ability to have ChatGPT speak in different languages and visually interpret images as it could only interpret text in the past. 

$84 Billion in ad fraud:  A ridiculous analysis just dropped showing that 22% of all ad spend in 2023 was fraudulent, which accounted for $84 billion in total fraud.  We discussed potential solutions that teams should implement to safeguard against fraud. 

Google’s Auto Apply Tab: Be careful with this one!  Located on the ‘Recommendations’ tab Google will auto-apply certain things that are preset, like enabling search partners network and display network for search campaigns.  Make sure you take a look at these settings before launching campaigns. 

Google Testifies to Inflating CPCs: Google admits in court to inflating cost per clicks by 5% in order to meet revenue targets.  We discussed how testing manual bidding vs smart bidding could be a nice tactic to save ad dollars and maintain performance. 

Bard 2.0:  We break down some of the key updates from the new release and our overall thoughts on SGE.

Microsoft Ads announces Connected TV ads on platform:  You can now run Connected TV ads through Microsoft Ads.  We discuss how this might impact programmatic DSP vendors. 

TikTok's Search Potential: 51% of Gen Z users prefer TikTok over Google for search, which shows the growing importance of "zero-click" content on TikTok. We spoke about how Tik Tok is now showing Wikipedia links within search results and our thoughts for how these search results will evolve. 

AI in Content Creation: Using AI tools to create or assist in content production, be it video or written. We mention tools like ChatGPT for summarizing and extracting insights, and other tools and use cases for AI when it comes to producing content.

Microsoft’s Audience Ads:  We break down how insanely difficult it is to remove the ‘audience network’ from Microsoft Ads and how poor these placements typically perform.

Holistic Marketing Strategy:  To use some corny industry lingo we do break down how we saw a great example of paid social content leading to paid search attribution and how you can use a multi-channel approach.