SEO

Programmatic Advertising For Small Businesses: What, Why, And How?

Published

1 year ago

August 27, 2022

Entireweb News Bot

Programmatic Advertising For Small Businesses: What, Why, And How?

Organizations of all sizes and industries stand to learn about and explore the world of programmatic advertising.

But for those that might have more limited resources (and time), knowing where to get started can be tricky.

Read on to learn how to embrace and start building your business’s strategy for programmatic advertising.

What is Programmatic Advertising?

Programmatic advertising uses algorithmic technology to buy and sell advertising space. The term programmatic refers to how the advertising space is bought and sold.

This does not mean the entire ad buying process is automated; you’ll still need to input details around targeting, budgets, and desired results to enable the software to buy the right advertising space based on your business goals.

Programmatic ad buying offers mass distribution for advertisers looking to reach a wider audience across the internet.

For smaller businesses, it’s worth noting that programmatic ad buying is not a free auction platform (like Google’s Display Network – see next section!). To access the available inventory (websites), you must source a programmatic advertising (SaaS) platform.

What’s The Difference Between “Programmatic” And Google’s Display Network?

If you’re reading this post, you’re likely familiar with the Google Display Network (GDN).

The GDN is only a small part of the total available inventory (ad space) for display advertising online – and as such, it is more affordable for smaller businesses just starting out with display.

However, the GDN is just one ad exchange, and most programmatic platforms enable access to multiple ad exchanges in the same platform.

Image created by author, August 2022

Remember, the GDN is just one ad exchange.

A programmatic platform opens up a wider variety of inventory, meaning more space for your ads to be served.

Programmatic platforms also enable a wider variety of ad formats not available on the GDN, such as audio ads, connected TV, and video.

Why Invest In Programmatic?

Programmatic ad platform costs are usually only a small % of advertising spend and can yield much greater returns for small to medium enterprises (SMEs) and global brands, so don’t ignore programmatic just because you are a smaller business.

Here are a few reasons why programmatic is worth considering as an alternative to GDN for your business:

1. Variety Of Ad Formats

One of the fundamental principles of advertising is that businesses must invest in brand-building activity (think highly visual ad formats such as TV, audio, and display) alongside immediate sales activation (think bottom-funnel activity like paid search).

Brand-building can help drive the biggest long-term sales uplift for any business, whereas sales activation type advertising often tends to have a less long-term impact on a brand and can be turned on and off, much like a tap.

Image by author, August 2022

Programmatic display ad formats can support brand-building activity due to their visual nature.

The variety of ad formats available through programmatic platforms really lends itself to brand-building advertising.

This includes but is not limited to:

Native advertising – Advertorials.
Display – Static and interactive.
Video – In-platform and CTV (connected TV).
Audio – In-platform (e.g., Spotify), podcast ads.

The cost per thousand impressions (CPM) model means that you pay for impressions and not engagement on programmatic, which is why it lends itself better to brand-focused activity (focused on reach/impressions) vs. direct response campaigns.

2. Premium Inventory

The main question I am usually asked by smaller businesses considering programmatic is around the benefits over and above GDN.

The answer is the quality and diversity of publications you can access outside of Google.

For example, in most programmatic platforms, you can access direct deals with premium publishers that Google simply wouldn’t provide access to in GDN.

This means access to top-tier publications in your industry that aren’t available through placement targeting in GDN.

It is worth noting that programmatic and Google do share inventory for ad purchases.

For example, sites such as weather.com are available on programmatic platforms and through the GDN.

3. Targeting And Efficiency

Programmatic advertising is designed for efficiency.

Depending on your business goals, an algorithm will determine where your cash is best spent.

Similar to most ad platforms, you’ll still need to input details on your target audience, campaign objectives, and desired CPM targets, but the platform will do the heavy lifting.

Rather than bidding on inventory through multiple ad exchanges, programmatic ad platforms allow advertisers to streamline management into a single platform, increasing the simplicity and efficiency of managing your advertising activity.

4. Reach And Scale

Programmatic platforms offer increased scale and reach by leveraging algorithmic ad buying technology across various advertising exchanges.

This means a shift from 1:1 ad buying to a 1:many ad buying model.

Indeed, programmatic spending in 2021 hit $105 billion and is projected to increase in 2022 to $123 billion, over 90% of total digital ad spend.

This clearly shows that programmatic technology is rapidly taking over how we buy and sell advertising.

Are Your Competitors Already Investing In Programmatic Display?

If you’re interested in finding out whether your competitors are already investing in programmatic advertising, there are a few options, depending on your budget.

You can use paid-for tools such as SimilarWeb to assess competitor spending across different ad networks.

SimilarWeb is more expensive than tools such as Semrush and Ahrefs, but it does have more accurate data on website traffic, in my experience.

If you’re on a budget, you can use the free tool MOAT to check the actual creatives your competitors are running and when they were running across different ad inventory.

Image created by author, August 2022

How To Find A Programmatic Partner For Your Small Business

As you may have grasped, starting with programmatic advertising is more expensive due to platform costs (usually billed on a % of spend model). Still, the various benefits will certainly outweigh the additional costs.

There are many different platforms, but I would suggest going directly to an agency or partner with the necessary software and expertise for programmatic ad buying through an existing partnership with platforms such as Centro or StackAdapt.

More resources:

Featured Image: ArtemisDiana/Shutterstock

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Related Topics:advertising Businesses Programmatic seo Small

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4 Ways To Try The New Model From Mistral AI

Published

28 mins ago

December 11, 2023

Max

4 Ways To Try The New Model From Mistral AI

In a significant leap in large language model (LLM) development, Mistral AI announced the release of its newest model, Mixtral-8x7B.

magnet:?xt=urn:btih:5546272da9065eddeb6fcd7ffddeef5b75be79a7&dn=mixtral-8x7b-32kseqlen&tr=udp%3A%2F%https://t.co/uV4WVdtpwZ%3A6969%2Fannounce&tr=http%3A%2F%https://t.co/g0m9cEUz0T%3A80%2Fannounce

RELEASE a6bbd9affe0c2725c1b7410d66833e24

— Mistral AI (@MistralAI) December 8, 2023

What Is Mixtral-8x7B?

Mixtral-8x7B from Mistral AI is a Mixture of Experts (MoE) model designed to enhance how machines understand and generate text.

Imagine it as a team of specialized experts, each skilled in a different area, working together to handle various types of information and tasks.

A report published in June reportedly shed light on the intricacies of OpenAI’s GPT-4, highlighting that it employs a similar approach to MoE, utilizing 16 experts, each with around 111 billion parameters, and routes two experts per forward pass to optimize costs.

This approach allows the model to manage diverse and complex data efficiently, making it helpful in creating content, engaging in conversations, or translating languages.

Mixtral-8x7B Performance Metrics

Mistral AI’s new model, Mixtral-8x7B, represents a significant step forward from its previous model, Mistral-7B-v0.1.

It’s designed to understand better and create text, a key feature for anyone looking to use AI for writing or communication tasks.

New open weights LLM from @MistralAI

params.json:
– hidden_dim / dim = 14336/4096 => 3.5X MLP expand
– n_heads / n_kv_heads = 32/8 => 4X multiquery
– “moe” => mixture of experts 8X top 2 👀

Likely related code: https://t.co/yrqRtYhxKR

Oddly absent: an over-rehearsed… https://t.co/8PvqdHz1bR pic.twitter.com/xMDRj3WAVh

— Andrej Karpathy (@karpathy) December 8, 2023

This latest addition to the Mistral family promises to revolutionize the AI landscape with its enhanced performance metrics, as shared by OpenCompass.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

What makes Mixtral-8x7B stand out is not just its improvement over Mistral AI’s previous version, but the way it measures up to models like Llama2-70B and Qwen-72B.

mixtral-8x7b performance metrics compared to llama 2 open source ai models

It’s like having an assistant who can understand complex ideas and express them clearly.

One of the key strengths of the Mixtral-8x7B is its ability to handle specialized tasks.

For example, it performed exceptionally well in specific tests designed to evaluate AI models, indicating that it’s good at general text understanding and generation and excels in more niche areas.

This makes it a valuable tool for marketing professionals and SEO experts who need AI that can adapt to different content and technical requirements.

The Mixtral-8x7B’s ability to deal with complex math and coding problems also suggests it can be a helpful ally for those working in more technical aspects of SEO, where understanding and solving algorithmic challenges are crucial.

This new model could become a versatile and intelligent partner for a wide range of digital content and strategy needs.

How To Try Mixtral-8x7B: 4 Demos

You can experiment with Mistral AI’s new model, Mixtral-8x7B, to see how it responds to queries and how it performs compared to other open-source models and OpenAI’s GPT-4.

Please note that, like all generative AI content, platforms running this new model may produce inaccurate information or otherwise unintended results.

User feedback for new models like this one will help companies like Mistral AI improve future versions and models.

1. Perplexity Labs Playground

In Perplexity Labs, you can try Mixtral-8x7B along with Meta AI’s Llama 2, Mistral-7b, and Perplexity’s new online LLMs.

In this example, I ask about the model itself and notice that new instructions are added after the initial response to extend the generated content about my query.

Screenshot from Perplexity, December 2023 mixtral-8x7b perplexity labs playground

While the answer looks correct, it begins to repeat itself.

Screenshot from Perplexity Labs, December 2023 mixtral-8x7b errors

The model did provide an over 600-word answer to the question, “What is SEO?”

Again, additional instructions appear as “headers” to seemingly ensure a comprehensive answer.

Screenshot from Perplexity Labs, December 2023 what is seo by mixtral-8x7b

2. Poe

Poe hosts bots for popular LLMs, including OpenAI’s GPT-4 and DALL·E 3, Meta AI’s Llama 2 and Code Llama, Google’s PaLM 2, Anthropic’s Claude-instant and Claude 2, and StableDiffusionXL.

These bots cover a wide spectrum of capabilities, including text, image, and code generation.

The Mixtral-8x7B-Chat bot is operated by Fireworks AI.

Screenshot from Poe, December 2023 poe bot for mixtral-8x7b firebase

It’s worth noting that the Fireworks page specifies it is an “unofficial implementation” that was fine-tuned for chat.

When asked what the best backlinks for SEO are, it provided a valid answer.

Screenshot from Poe, December 2023 mixtral-8x7b poe best backlinks response

Compare this to the response offered by Google Bard.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

Screenshot from Google Bard, December 2023 Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

3. Vercel

Vercel offers a demo of Mixtral-8x7B that allows users to compare responses from popular Anthropic, Cohere, Meta AI, and OpenAI models.

Screenshot from Vercel, December 2023 vercel mixtral-8x7b demo compare gpt-4

It offers an interesting perspective on how each model interprets and responds to user questions.

Screenshot from Vercel, December 2023 mixtral-8x7b vs cohere on best resources for learning seo

Like many LLMs, it does occasionally hallucinate.

Screenshot from Vercel, December 2023 mixtral-8x7b hallucinations

4. Replicate

The mixtral-8x7b-32 demo on Replicate is based on this source code. It is also noted in the README that “Inference is quite inefficient.”

Screenshot from Replicate, December 2023 Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

In the example above, Mixtral-8x7B describes itself as a game.

Conclusion

Mistral AI’s latest release sets a new benchmark in the AI field, offering enhanced performance and versatility. But like many LLMs, it can provide inaccurate and unexpected answers.

As AI continues to evolve, models like the Mixtral-8x7B could become integral in shaping advanced AI tools for marketing and business.

Featured image: T. Schneider/Shutterstock

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SEO

OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

Published

20 hours ago

December 10, 2023

Max

OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.

Screenshot from X, December 2023 OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.

OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing

OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.

Screenshot from X, December 2023 chatgpt openai a/b testing

The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.

Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.

OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues

This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.

Idk if anyone else has noticed this, but GPT-4 Turbo performance is significantly worse than GPT-4 standard.

I know it’s in preview right now but it’s significantly worse.

— Max Weinbach (@MaxWinebach) November 8, 2023

There has been discussion if GPT-4 has become “lazy” recently. My anecdotal testing suggests it may be true.

I repeated a sequence of old analyses I did with Code Interpreter. GPT-4 still knows what to do, but keeps telling me to do the work. One step is now many & some are odd. pic.twitter.com/OhGAMtd3Zq

— Ethan Mollick (@emollick) November 28, 2023

Complaints also appeared in OpenAI’s community forums.

Screenshot from OpenAI, December 2023 openai community forums gpt-4 user feedback

The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.

Screenshot from Google Reviews, December 2023 openai google reviews star rating

A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.

Screenshot from Product Hunt, December 2023 openai reviews

GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.

OpenAI is now only 3.8 stars on Google Maps and a dismal 1 star on Yelp!

GPT-4’s degradation has really hurt their rating. Hope the business survives.https://t.co/RF8uJH1WQ5 pic.twitter.com/OghAZLCiVu

— Nate Chan (@nathanwchan) December 9, 2023

The complaint:

Screenshot from Yelp, December 2023 yelp openai chatgpt review

In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”

Screenshot from Google Reviews, December 2023 google review for openai toxic workers

The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.

openai employee review on glassdoor

Screenshots from Glassdoor, December 2023 openai employee reviews

This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.

Screenshot from Google, December 2023 openai inc google business profile local serps google reviews

Google SGE Highlights Positive Google Reviews

In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.

The most positive review mentions about the company appear in Google SGE (Search Generative Experience).

Screenshot from Google SGE, December 2023 Google SGE response on OpenAI

Conclusion

OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.

Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.

As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.

Featured image: Tada Images/Shutterstock

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SEO

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Published

2 days ago

December 9, 2023

Max

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

ChatGPT Plus subscriptions and upgrades remain paused after a surge in demand for new features created outages.

Some users who signed up for the waitlist have received invites to join ChatGPT Plus.

Screenshot from Gmail, December 2023 ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

This has resulted in a few shares of the link that is accessible for everyone. For now.

Found a hack to skip chatGPT plus wait list.

Follow the steps
– login to ChatGPT
– now if you click on upgrade
– Signup for waitlist(may not be necessary)
– now change the URL to https://t.co/4izOdNzarG
– Wallah you are in for payment #ChatGPT4 #hack #GPT4 #GPTPlus pic.twitter.com/J1GizlrOAx

— Ashish Mohite is building Notionpack Capture (@_ashishmohite) December 8, 2023

In addition to the invites, signs that more people are getting access to GPTs include an introductory screen popping up on free ChatGPT accounts.

Screenshot from ChatGPT, December 2023 ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Unfortunately, they still aren’t accessible without a Plus subscription.

Screenshot from ChatGPT, December 2023 chatgpt plus subscriptions upgrades paused waitlist

You can sign up for the waitlist by clicking on the option to upgrade in the left sidebar of ChatGPT on a desktop browser.

Screenshot from ChatGPT, December 2023 ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

OpenAI also suggests ChatGPT Enterprise for those who need more capabilities, as outlined in the pricing plans below.

Screenshot from OpenAI, December 2023 ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Why Are ChatGPT Plus Subscriptions Paused?

According to a post on X by OpenAI’s CEO Sam Altman, the recent surge in usage following the DevDay developers conference has led to capacity challenges, resulting in the decision to pause ChatGPT Plus signups.

we are pausing new ChatGPT Plus sign-ups for a bit 🙁

the surge in usage post devday has exceeded our capacity and we want to make sure everyone has a great experience.

you can still sign-up to be notified within the app when subs reopen.

— Sam Altman (@sama) November 15, 2023

The decision to pause new ChatGPT signups follows a week where OpenAI services – including ChatGPT and the API – experienced a series of outages related to high-demand and DDoS attacks.

Demand for ChatGPT Plus resulted in eBay listings supposedly offering one or more months of the premium subscription.

chatgpt plus accounts selling ebay for a premium 🫡🇺🇸 https://t.co/VdN8tuexKM pic.twitter.com/W522NGHsRV

— surya (@sdand) November 15, 2023

When Will ChatGPT Plus Subscriptions Resume?

So far, we don’t have any official word on when ChatGPT Plus subscriptions will resume. We know the GPT Store is set to open early next year after recent boardroom drama led to “unexpected delays.”

Therefore, we hope that OpenAI will onboard waitlisted users in time to try out all of the GPTs created by OpenAI and community builders.

What Are GPTs?

GPTs allow users to create one or more personalized ChatGPT experiences based on a specific set of instructions, knowledge files, and actions.

Search marketers with ChatGPT Plus can try GPTs for helpful content assessment and learning SEO.

Two SEO GPTs I’ve created for assessment + learning 👀👇

1. Content Helpfulness and Quality SEO Analyzer: Assess a page content helpfulness, relevance, and quality for your targeted query based on Google’s guidelines vs your competitors and get tips: https://t.co/LsoP2UhF4N pic.twitter.com/O77MHiqwOq

— Aleyda Solis 🕊️ (@aleyda) November 12, 2023

2. The https://t.co/IFmKxxVDpW SEO Teacher: A friendly SEO expert teacher who will help you to learn SEO using reliable https://t.co/sCZ03C7fzq resources: https://t.co/UrMPUYwblH

I hope they’re helpful 🙌🤩

PS: Love how GPT opens up to SO much opportunity 🤯 pic.twitter.com/yqKozcZTDc

— Aleyda Solis 🕊️ (@aleyda) November 12, 2023

There are also GPTs for analyzing Google Search Console data.

oh wow. I think this GPT works.

Export data from GSC comparing keyword rankings before and after an update and upload it to ChatGPT and it will spit out this scatter plot for you.

It’s an easy way to see if most of your keyword declined or improved.

This site was impacted by… pic.twitter.com/wFGSnonqoZ

— Marie Haynes (@Marie_Haynes) November 9, 2023

And GPTs that will let you chat with analytics data from 20 platforms, including Google Ads, GA4, and Facebook.

Google search has indexed hundreds of public GPTs. According to an alleged list of GPT statistics in a GitHub repository, DALL-E, the top GPT from OpenAI, has received 5,620,981 visits since its launch last month. Included in the top 20 GPTs is Canva, with 291,349 views.

Weighing The Benefits Of The Pause

Ideally, this means that developers working on building GPTs and using the API should encounter fewer issues (like being unable to save GPT drafts).

But it could also mean a temporary decrease in new users of GPTs since they are only available to Plus subscribers – including the ones I tested for learning about ranking factors and gaining insights on E-E-A-T from Google’s Search Quality Rater Guidelines.