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 Intro00:55 The Skill Gap in Ad Tech01:56 Challenges with Broad Keywords03:13 The Evolution of Search Marketing05:18 Navigating Platform Biases07:37 Strategies for Small Budgets11:57 Performance Max Campaigns15:16 The Role of Machine Learning17:31 The Importance of Granularity25:22 CPC Inflation and Market Dynamics26:58 Automated Bidding and Organic Cannibalization28:27 Balancing PPC and SEO Strategies30:25 The Complex World of App Marketing32:24 Challenges and Innovations in App Campaigns35:26 The Future of Apps and Super Apps38:33 Value Exchange and User Data49:15 The Role of MMPs and Firebase51:49 Concluding Thoughts and Future Topics 
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