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MKTG 349 Week 8- Ethics of Generative AI

A painter sits at their easel, crafting a masterpiece on canvas. The artist spent years mastering their craft to create a stunning piece. After six grueling months, the painting is completed using the knowledge, skills, and time of the painter. Artificial intelligence (AI) has streamlined the artistic process and questions ethics. AI allows anyone to create a masterpiece. In “The 5 Ways AI is Changing Writing” , Todd Kelsey explores generative images. DALL-E 2, Imagen, and Parti are AI-generating art tools. By entering a description, such as a snowman drinking tea or flying cars stuck in traffic, various images can be produced on DALL-E. The AI tools create high-quality images. The system requires no artistic background allowing anyone to create quality images for free. With the development of generative AI, ethical and legal questions have been proposed. In response to ethical concerns, DALL-E 2 has removed explicit content from their training data that include; hate, violence, or a...
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MKTG 349 Week 8- Adopt AI

An office desk is cluttered with stacks of paperwork and scribbled reminders on sticky notes. A computer runs company data next to an obnoxious ringing phone. Picture a robot completing these tasks instead of a human. An image such as the one below comes to mind. Boring menial tasks can be automated by adopting artificial intelligence (AI).  After gaining interest and researching AI, the next step is adopting AI. In Surfing the Tsunami , Todd Kelsey describes the three channels to reacting to AI: adapt, adopt, and adept. Adopting AI utilizes the knowledge gained in the adaptation stage to explore AI tools and platforms. Kelsey urges readers to continue to learn about AI by trying out AI tools, such as DALL-E 2, Chat GPT, or Google Ads. Adopting AI shows a desire to evolve and learn new skills. AI has already started to be used universally through the use of automation. Kelsey describes how automation can save individuals from tedious repetitive tasks. In digital marketing, Google ...
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MKTG 349 Week 7- Adapt to AI

Artificial intelligence (AI) has become embedded into everyday life. AI is used for everything from displaying the best Google Search ads to creating works of art with a few phrases in DALL·E 2 . Individuals are exploring the continuously evolving AI through different means. The first level of responding to AI is adapting. The adaptation level requires developing habits and awareness through research. In Todd Kelsey’s Surfing the Tsunami , the author explores how to adapt to AI. After developing some interest in AI, individuals can start taking an active approach at the adapt level. Developing habits, such as setting aside time to research AI, is an active approach. To build a habit of researching, individuals can set reminders on a Google calendar or their phone to read an article or book about AI. Adapting to AI requires a habit of researching. Developing an awareness of AI helps individuals understand the importance of AI. Kelsey suggests investing time in reading the news. With AI...
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MKTG 349 Week 7- Earning Google Ads Certifications

Google Ads certifications are a gold star for advertisers. Google offers a variety of certifications to individuals that demonstrate skills in Google Ads. A few certifications that individuals can earn are Google Ads Search, Display, and Video certifications. Individuals must prove their ability with Google Ads before gaining the benefits of the certifications. To gain a Google Ads certification, individuals must prove their proficiency with Google Ads. According to Google Ads Help in “ About Google Ads Certifications ”, individuals need to create a Skillshop account to access Google Ads certifications. Skillshop provides learning material and an assessment. Individuals with a passing score of 80% or higher on the assessment will become certified. Keep in mind that certifications are valid for one year. To maintain certification status, an individual must retake the assessment and pass. Passing a Google Ads assessment provides meaningful benefits.    Google Ads certifications ...
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MKTG 349 Week 6- Google Ads Search Campaign’s Universal Ad Extensions

Google Ads offer a variety of ad extensions to add additional information to an ad. The ad extensions an advertiser chooses are based on goals. A few goal-specific ad extensions are location, call, app, and price assets. With numerous ad extension options, advertisers can be overwhelmed. In “Google Ads Tutorials: Ads & Extensions” , Google Ads identify callouts, sitelinks, and structured snippet ad extensions that can be universally used for all marketing objectives. Callout ad extensions can increase the performance of an ad. In Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners , Todd Kelsey describes the beneficial ad extensions. Callout extensions add value propositions or unique qualities of the business to an ad. A callout can include phrases such as low prices or free shipping. For example, L.L. Bean lists a return policy in their callout extension. Callout extensions provide users with unique business information. Text ads can include siteli...
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MKTG 349 Week 6- Benefits of Ad Extensions for Google Search Campaigns

A Google text ad is a window into your business. An ad shows what is being offered. Ad extensions allow advertisers to incorporate additional information into an ad. Using ad extensions provides benefits such as increased visibility, cost, and better-qualified leads. Ad extensions increase ad visibility. In “The 10 Best Google Ad Extensions You Should Be Using”, Neil Patel discusses the benefits of ad extensions. Ad extensions have the potential of expanding ad space on a search page. In the example below, the Macy’s shoe ad is an average text ad. In comparison, the Shoe Carnival ad takes up more space on the search page. The Shoe Carnival ad used sitelink extensions that expanded the size of the text ad. Ad extensions create larger advertisements. Include relevant ad extensions at no extra cost. According to Google Ads Help's article “About Assets" , an ad with any ad extensions will be charged using cost-per-click (CPC). The advertiser will only pay when an individual click...
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MKTG 349 Week 5- What Are Google Ads Image Extensions?

  In the past, a search using Google would produce lines of never-ending text. In recent years Google has been incorporating splashes of color into their search pages. Image extensions are one of many ways images have been incorporated into the search engine. Understanding the basics of image extensions and their benefits can help advertisers create better ads. Google Ads are currently offering image extensions and dynamic image extensions for text ads. In “Google Ads Tutorials: How to Set Up Image Extensions” , Google Ads explained image extensions and their benefits. Image extensions for text ads allow advertisers the opportunity to incorporate an image into a text ad. The advertisement includes the standard headline, description, and URL with an image attached. In the example below, a quick search produces a text ad with an image extension. A square image sits in the lower right-hand corner of the text ad. Images can be uploaded, selected from an asset library, stock images, or ...
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