Good morning, how can you use technology to be a better marketer in a post-COVID world? 

During her virtual keynote at SMX Next yesterday, our own editor-in-chief Ginny Marvin addressed just that. She explored some of the key lessons search marketers have learned against the backdrop of the changing times – and why predictive marketing – think AI and machine learning – is now more important than ever

Campaign tactics have evolved from keyword buying to audience buying to predictive intent buying, Ginny explained, with automated campaigns being served across surfaces based on predicted outcomes. As a result, ad combinations are being served on those specific impressions, at that bid, to that audience member – all to achieve the campaign goal with greater efficiency and efficacy than we as marketers could do manually. 

So, to become a nimbler, smarter, more successful PPC marketer, it’s time to embrace predictive models, learn how the systems work, understand what your customers want, and recognize how your data feeds it all. 

Don’t forget – we’ve still got another day of SMX Next ahead of us today. Sign up here to explore and watch all the sessions (for free!), including Ginny’s keynote from yesterday here

Taylor Peterson,
Deputy Editor


More advertisers pledge to quit Facebook for July

Upwork tweeted that it is joining Patagonia, REI, The North Face and other advertisers in the #StopHateForProfit movement and pausing Facebook ads in protest over the company’s content moderation practices. 


Live webinar tomorrow! Drive Revenue While Staying True to Your Brand Purpose

Building relationships with customers not only drives revenue but enhances brand equity. Developing a strategy that looks beyond transactional data to create unique customer experiences is paramount for today’s B2C brands. Join Lino Reveles Trujillo from Headspace and Sai Koppala, the CMO from SheerID as they discuss how to implement strategies that move beyond basic attributes to build meaningful and personalized campaigns for customers.

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Log on today at 1:00pm ET for SMX Next and access tactic-rich search marketing sessions from experts who know their stuff. Can’t attend live? Register anyway to watch on-demand at your convenience!

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In case you missed it, we’ve curated a roundup of marketing news, resources, and insights from our publications.

Black Lives Matter content: Latest in unintended brand safety consequences – Marketing Land

Here’s how to use the new Microsoft Ads Audience Network Planner – Marketing Land

Text messaging is the most effective marketing channel most retail brands aren’t using – Marketing Land

7 steps to CDP heaven: A maturity model for data management – MarTech Today

To be more agile, it’s time MOPs teams get comfortable saying ‘No’ – MarTech Today

What 20 years of Google algorithm updates say about what SEOs should focus on next – Search Engine Land