all advertising falls into one of two buckets—Prospecting or Retargeting.

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

While five cents might be mathematically correct, it is rarely actually the correct bid for any individual auction. It’s just an average. Your customers are not statistics.

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.

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.

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.

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.

Contextual advertisements are ad placements that are targeted based on the context of the advertising medium. The primary factor is the where, meaning the physical environment in which the advertisement is being served.

The NASA engineers refer to this analogy as the H-Metaphor, which can be described as such: the humans chart the course, then rely on machines to manage the real-time calibrations.