People enjoyed my last post about PMAX (Nerds!) so I have composed an update to reflect the latest status as to how we are integrating this tactic into our biddable mix without losing control of performance. As we dive deeper into Google’s Performance Max (PMAX) campaigns, we find ourselves navigating a landscape filled with bothContinue reading “An Ongoing Saga: Navigating the Challenges and Opportunities of Google PMAX Campaigns”
Author Archives: Luke MacLean
PMAX: Hacking the new wave of blackbox AI ad solutions
Has anyone given thought or analysis to determining how much of your existing text keyword coverage is being picked up by PMAX? Given that PMAX is feed-based and uses AI/ML to determine ad relevance, I would think that the text experience is superior to PMAX particularly for Brand keywords. We want to put our bestContinue reading “PMAX: Hacking the new wave of blackbox AI ad solutions”
Stay funny in a world of robots: random notes about the stuff I have enjoyed lately
I thought this episode from The Current Podcast about the use of humor in advertising was cool (and very clever). Andrew Robertson is the guest and is responsible for the “You’re Not You When You’re Hungry” campaign for Snickers. The emergence of AI driven technology means that everything is becoming automated and robotic in ourContinue reading “Stay funny in a world of robots: random notes about the stuff I have enjoyed lately”
Slow hiring in the biddable media industry
Digital advertising sits front and center of a transitional era. There’s a lot going on in the industry as companies seek to gain efficiency. Google and Microsoft are the main culprits as they continue to push new automated tactics like broad match, PMAX, Demand Gen, Automatically Created Assets etc. These solutions are designed to beContinue reading “Slow hiring in the biddable media industry”
St. Pete and Spiritual Cramp
I went all the way to Long Island this weekend
A snow day in NYC keeps the kids home. The family attempts to learn more about their complicated grandfather, facing roadblocks at every turn. Despite the setbacks, they enjoy a hibachi dinner and a record shopping spree before returning home for a night of bonding over music and memories, realizing that family time is what truly matters.
Effective branding enables corporate extraction and we all lose
I have been chilling by myself for the last 48 hours due to a fresh new case of covid. I feel very pent up: I want to work and I want to embrace my family. Instead I have been watching daytime, pantry-organizing, television and reading the Joan Didion book my wife bought me for Christmas. January has beenContinue reading “Effective branding enables corporate extraction and we all lose”
AI will change everything but life will be the same
People need to chill out about the impact of AI. It will be a big change to the ad industry but we’ll all live.
Remembering Dustin Pedroia’s Career as a Chill Dude (and Ball Player)
Dustin Pedroia announced his retirement from major league baseball today at age 37 after a couple years of struggling with rehabbing injuries that kept him out of the sport. At the start of my ad career, I worked with a lot of athletes from New England Sports teams which was a role that sounds funContinue reading “Remembering Dustin Pedroia’s Career as a Chill Dude (and Ball Player)”
SEM Success in the Automation Era
The success of maximizing your investment in search to directly generate revenue clearly lies with automation for now – I’ll spare you the digression of the pathway that automation will eventually lead us to. Target return on ad spend (tROAS) has been the automation method of choice for the past 2 years; a method byContinue reading “SEM Success in the Automation Era”
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