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The Future of Paid Advertising | The Sharpest Tool

On this episode of The Sharpest Tool podcast, hosts Josh Smith (JRP) and Nicholas Bosco discuss the changing landscape of paid advertising, with a focus on how Google’s algorithms are becoming more sophisticated in matching ads with search intent. JRP and Bosco talk about how exact match keywords are becoming less effective and how phrase match and broad match keywords are becoming more important. They also discuss the rise of generative AI and how it is changing the way people search for information. The episode concludes with a discussion of the importance of a fully integrated marketing ecosystem that can track attribution and optimize campaigns for the best results.