Here’s Why Dynamic Text Replacement Is Not True Personalization

Personalization is the buzzword word in digital advertising with many software in the ad tech space boasting personalization capabilities. Why? Because personalization works — reducing acquisition costs by as much as 50%, lifting revenues by 5–15%, and increasing marketing spend efficiency by 10–30 percent. And yet only 12% of advertisers claim their personalization strategies areRead More >

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Weekly Wisdom with Amy Bishop: Search Query Mapping

This video talks about search query mapping and the importance of it. Search query mapping goes by several different names. I have also heard it called “search queries sculpting“ or “keyword sculpting.“ Essentially the premise of it is making sure that you are being very intentional about which search terms are mapping to which keywords in which ad groups.

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