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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