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Most advertisers spend hours managing keywords, bids, and targeting – but overlook the one thing searchers actually notice: the ad itself. If your ads aren’t strong, nothing else in your account can save you. Why ad copy is the heart of your PPC account When I look at how many Google and Microsoft Ads accounts are being managed, I see a lot of time devoted to: Search term management. Complex bid strategies. Keyword research. Inactionable data analysis. In many accounts, the ads are often neglected. However, your ads are the most crucial part of your PPC account. Your ads are the only aspect of your account that a searcher sees. Searchers don’t see or interact with your keywords, bids, audiences, or search terms. Google emphasizes how essential ads are in their naming conventions. Google’s PPC system is called Google Ads. You create ad groups – not keyword groups. The ads come first, and the targeting methods, such as audiences and keywords, are used to determine if the ad is relevant to the searcher. The few characters devoted to your ad copy must resonate with the searcher. Your ads must: Draw the searcher’s attention. Explain your offer. Show why they should interact with your business instead of the myriad other options on a search page. Ultimately, bring qualified traffic to your website. You can have up to 15 headlines in a responsive search ad (RSA). An effective ad uses a variety of ad components to attract a searcher’s attention and convince them to click on your ad. Ads that use a few ad components are often dull and ineffective. Let’s look at the main types of ad components you can use in your headlines. Relevant headline If your ad doesn’t attract someone’s attention, all your carefully chosen words do not matter. The first step to an effective ad is drawing the user’s attention. When someone searches, they are looking for information specific to their topic. Your ad should show that you understand what the user is looking for and can help them accomplish their goal. Relevant headlines reflect the searcher’s intent, which should be the same as the keywords in your ad group. You do not have to just mirror the keywords in your ad group. If you use thematic ad groups, where all the keywords are related to a central theme, then these headlines can reflect the overall theme of the ad group. Your relevancy lines can also be used in ad group organization. If you look at each of your relevancy lines and they do not reflect every keyword in the ad group, you need to move the non-relevant keywords to another ad group so that they can also be reflected in the ad. If you use pinning, these lines are generally pinned to the first headline. In B2B marketing, these lines serve another function – prequalification. With B2B ads, you don’t want to appear to B2C searchers. Use these lines (and sometimes other headlines or ad assets) to appeal to business searchers, but do not show relevance to B2C searchers. These lines are so essential that Google’s responsive search ads serving defaults to these headlines. Google will serve your relevancy lines over every other ad component in your headlines, and these lines usually have the most impressions of all your headlines. Features and benefits Features are bullet point lists of facts about a product or service. They aren’t spicy and are just facts. A benefit is what someone gets out of using the product or service. For instance, a computer might have a 12-hour battery life. That’s a valuable piece of information if someone is comparison shopping and sorting by various product features. However, it lacks the context of what that means to a user. Consider these headlines: No need for plugs – 12-hr battery. Be productive on long flights. Hunt for insights – not power. To turn a feature into a benefit, just look at a feature and ask, “Why does this matter?” and finish the sentence. Then you’ll need to reduce the characters to fit into your headline or use the entire line in your descriptions. As features can be crucial, but boring, they usually make better callout or structured snippet extensions as opposed to headlines. However, we buy products and engaged services based upon what something does for us – that’s a benefit and one of the most crucial aspects of ad creation. Unique selling proposition (USP) There are many options on a search page. Users can interact with ads, AI Overviews, organic listings, and vertical-specific information. They have many options to satisfy their search. Why should they choose you over all these other options? What is unique about your product, service, or company? In niche industries, changing a USP rarely affects your CTRs or conversion rates. However, in highly competitive industries, especially ones where many companies offer the exact same product or service, your USP can set you apart and increase your ad’s effectiveness. Authority statements Authority statements showcase why you are the go-to authority for your industry. 10,000+ 5-star reviews. Over 1,000 patents granted. 150+ years of legal experience. Established in 1897. A+ BBB Rated. These can be worthwhile headlines to test in competitive areas where you are trying to stand out. If they aren’t working well for you or aren’t as powerful as your other headlines, they also double as wonderful callout extensions. Dig deeper: How to benchmark PPC competitors: The definitive guide Pain point solutions Many searchers are trying to solve a problem. Speaking directly to the issue they face can be highly effective as a headline. Consider these headlines: Stop overpaying for insurance. Tired of low investment returns? No more missed appointments. End website downtime. Ditch manual budget tracking. Say goodbye to late fees. Eliminate invoice errors. Stop leads from slipping away. With these ad components, you are showing the searcher that you not only understand their problem, but you can fix it. Users hunting for solutions are often frustrated with their current products and are looking for something new. Addressing and fixing pain points has been a successful marketing tactic for years. Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. Emotional appeals Humans are emotional. We often buy something because of how it makes us feel rather than its usefulness. This is especially true when spending disposable income on: Self-help. Travel. Weight loss. Other life-affirming or life-improving items. Emotions are powerful to tap into, and can make highly effective headlines when coupled with a relevancy line. For instance, consider these headlines: Make Memories That Last. Freedom to Choose Your Path. Feel Confident About Tomorrow. Love How You Live Again. Turn Dreams Into Plans. Peace of Mind Starts Here. Empower Your Financial Future. These can be substituted for a corporate slogan in your case. If you have a common slogan throughout your advertising, you might also use it as an emotional appeal in your ads. “Just Do It” – Nike “Think Different” – Apple “I’m Lovin’ It” – McDonald’s “Because You’re Worth it” – L’Oréal “A Diamond Is Forever” – De Beers In these instances, you connect the emotional feelings from your video or TV ads with your search ads by using the same lines across various ad formats. Offer or promotions Everyone likes free. Everyone likes to save money. Showcasing specials, offers, or promotions in ads is powerful. These are often straightforward headlines that show your offer. Buy 1 Get 1 Free No Setup Fees – Join Now Sale ends on XX date. This is usually coupled with the countdown customizer. Try it free for 30 Days 25% Off – Limited Time If you test these lines and they don’t improve your metrics, you can still use these offers in your promotion or price asset. Dig deeper: 3 tips for using promotions and discounts in paid search Calls to action (CTA) Arguably, the second most crucial headline type after your relevancy line is calls to action, which tell someone what to do. When someone is searching, they are looking for information. They are not the expert since they need assistance answering a question. The user is looking for direction on how to solve their issue. Telling a user the next step often increases conversion rates. The biggest issue with calls to action is that most are boring or overused. The number of ads that use, “call now,” “buy now,” “shop now,” “subscribe today,” is so overwhelming that we’re blind to these words. Powerful calls to action combine other ad components with a CTA. The most common item combined is a benefit. However, you can do this with most ad components. Help Humanity – Volunteer Today. Subscribe to power marketing tips. Get Leads. Start a free trial. Learn how to cut costs. Discover the majesty of Egypt. Your other consideration with CTAs is the buying funnel. If someone has just started their purchase journey, you don’t want to say “buy now,” as they are still researching. Softer CTAs, such as “discover” or “learn,” are better when a user is higher in the funnel. Conversely, if a user is ready to buy, start a trial, or subscribe, you don’t want to tell them to learn more. You want them to take the next step in their buyer journey. Examine your keywords, consider where someone is in their journey, and then use CTAs that are appropriate for that specific step in the buying process. Combining ad aspects into a single headline Many headlines can address multiple ad components in a single line. For instance, if we look at pain point solutions, we can add calls to action to them. Stop Overpaying – Switch Today. No More Late Fees – Join Free. Cut Tax Stress – Book a Call. Say Bye to Spam – Try It Free. Or they can double as relevancy lines by including keywords. Tax Pros- Eliminate Tax Stress. End Hidden Credit Card Fees. Stop CRM Frustration. In some cases, they can be relevancy lines and calls to action. Ditch Your Outdated CRM. Switch to a No-Fee Credit Card. Get Advice from Expert Lawyers. Not all your ads will use every ad component. However, by combining different ad components into single headlines, we can convey more information with a set number of characters. Build better PPC campaigns by focusing on your ads There are more ad components than can be used in an ad. Not every ad component is going to be best for your messaging. Each ad component has its strengths and weaknesses. This is why you must not just write ads, but test them as well. Your ultimate goal is to improve your account’s goals. The strength of a copywriter is the ability to concisely pack ad elements together while making the ad easy to understand and focused on your business outcomes. Putting too much information into an ad can make the offer convoluted and confusing. Too little information, and your competition’s ads will outshine your own. Simple is more difficult than complex. Can you take complex messages and boil them down into easy-to-comprehend statements? PPC headlines have character limits. They are short, concise, and packed with information that: Speaks to the user. Shows them why they should choose your company over all the other options. Your ads are the only part of your account that a searcher actually sees. Are your ads using a variety of ad components to showcase your company’s offers effectively? Dig deeper: 4 practical ways to use generative AI for ad copywriting View the full article

Fans of the discount retail chain Big Lots will be happy to know that the company is just days away from making the second phase of its comeback. On Thursday, May 1, Big Lots will reopen an additional 54 stores, followed by another 78 stores two weeks later on May 15. Here’s what you need to know about the company’s continued retail revival, including which locations will be opening again soon. Big Lots back from the brink Back in September 2024, Big Lots filed for bankruptcy. Like many big box discount retailers, Big Lots had struggled from falling foot traffic and declining sales for years. In December 2024, the company announced it would go out of business and close all of its 800 stores. But just before the end of the year, the Big Lots brand got a last-minute reprieve. That’s when Variety Wholesalers, the company that owns discount retail chains including Bargain Town, Roses, and Super Dollar, agreed to buy just over 200 Big Lots locations from the liquidation firm Gordon Brothers. Variety Wholesalers said it would continue to operate the locations under the Big Lots brand after closing its newly acquired stores for a short time to prepare them for a new launch with reinvigorated inventory. Variety made good on its plans when it launched the “first wave” of a four-phased store reopenings plan in April. As Fast Company previously reported, the company is continuing its reopening push with its phase 2 reopenings on May 1, followed by phase 3 reopenings on May 15. In other words, many of those stores will open for business on Thursday. Finally, in June, Variety is expected to complete its final phase 4 reopenings, upon which time a total of 219 Big Lots locations will be open and operating again. Big Lots reopenings on May 1 and May 15 Variety says its phase 2 and phase 3 Big Lots reopenings will kick off this Thursday, May 1, with 54 additional store reopenings. Two weeks later, on Thursday, May 15, an additional 78 stores will reopen. First Company has previously published a full list of all the phase 2, 3, and 4 Big Lots stores that are reopening. What follows now is a list of all the 132 Big Lots stores that will reopen in phases 2 and 3 in May. Those stores cover locations in 14 states. North Carolina will see the most store openings in May, with 27 locations total. Ohio will see 14 stores open in May, and Pennsylvania will see 13 locations open their doors. (Note that you can see a list of locations, addresses, and opening dates on the newly updated store locator tool on the Big Lots website.) Alabama (7): Athens, Decatur, Dothan, Guntersville, Jasper, Mobile, Northport Florida (5): Crystal River, Jacksonville, Marianna, Ormond Beach, Panama City Georgia (11): Augusta, Brunswick, Buford, Cornelia, Dallas, Fort Oglethorpe, Marietta, Smyrna, Valdosta, Vidalia, Waycross Indiana (1): Jasper Kentucky (9): Campbellsville, Danville, Elizabethtown, Glasgow, Hazard, London, Middlesboro, Richmond, Somerset Michigan (5): Burton, Flint, Port Huron, Shelby Township, Southgate Mississippi (1): Southhaven North Carolina (27): Belmont, Burlington, Clemmons, Dunn, Elizabeth City, Elkin, Fayetteville, Gastonia, Greensboro, Greenville, Hickory, Kinston, Lexington, Lincolnton, Mocksville, Mooresville, Mount Airy, Newton, Roanoke Rapids, Rocky Mount, Selma, Shelby, Southport, Statesville, Wake Forest, Wilkesboro, Wilson Ohio (14): Alliance, Boardman, Bridgeport, Columbus, Elyria, Fremont, Grove City, Kettering, Lancaster, New Philadelphia, Reynoldsburg, Toledo, Warren, Wintersville Pennsylvania (13): Bloomsburg, Camp Hill, Cleona, Du Bois, Dunmore, East Stroudsburg, Erie, Eynon, Franklin, Lehighton, Lewisburg, Meadville, New Castle South Carolina (8): Easley, Greenwood, Lexington, Rock Hill, Seneca, Simpsonville, Spartanburg, West Columbia Tennessee (10): Alcoa, Cleveland, Greeneville, Jefferson City, Johnson City, Knoxville, Morristown, Murfreesboro, Rogersville, Sevierville Virginia (10): Chesapeake, Chester, Fredericksburg, Front Royal, Martinsville, North Chesterfield, North Prince George, Waynesboro, Winchester, Yorktown West Virginia (8): Beckley, Bridgeport, Charleston, Elkins, Fairmont, Martinsburg, Oak Hill, Princeton Big Lots phase 4 store reopenings in June Big Lots phase 1 in April saw nine locations reopen. Phase 2, on May 1, will see another 54 locations reopen, followed by the May 15 phase 3 reopening of 78 stores. Variety says it plans to reopen 219 Big Lots stores across four phases, which means that phase 4, which is scheduled for June 2025, will see the final 78 planned store reopenings. The exact date for when the final phase 4 reopenings will occur in June is unknown, but it will likely be earlier in the month. View the full article

As if it wasn’t already a hard enough concept to grasp, The President tariffs have made understanding the economy even harder, and there are no signs things are going to get less complicated any time soon. Maybe podcasts can help? These 10 shows cover the latest economic news in a thorough, thoughtful way, with sharp reporting, accessible analysis, and even a bit of humor. Hosted by the likes of NPR journalists, finance pros, and academic economists, they break down everything from trade wars to inflation in ways that make sense—even if you slept through econ class. Planet Money Credit: Podcast logo Hosted by a rotating team of NPR journalists, Planet Money is the gold standard for podcasts that make understanding the economy not just feasible, but entertaining. Each episode unpacks a single concept—like tariffs, or interest rates—using real-world stories, interviews, and accessible explanations. It’s especially good at showing the ripple effects of high level economic decisions across everyday life. To get a basic understanding of the key issue of the day, start with "Tariffs: What Are They Good for?" Marketplace Credit: Podcast logo Known for its signature “Let’s do the numbers” segment, Kai Ryssdal’s daily show Marketplace cuts through the noise with clarity and wit, offering updates on the latest news on Wall Street and in Washington. Ryssdal and his team regularly dive into how policy affects jobs, supply chains, and consumer prices. The show is perfect for people who want to stay informed but don’t want a lecture. The Indicator Credit: Podcast logo If you want sharp, snackable insights into the economy, The Indicator delivers episodes under 10 minutes. From the people at Planet Money, it’s fast, informative, and doesn’t assume you’re a finance pro. The show covers everything from economic policy to strange statistics, including how tariffs have affected American businesses. Try “The President’s Trade War, Revisited” for a quick but powerful refresher. Odd Lots Credit: Podcast logo On Odd Lots, Bloomberg’s Joe Weisenthal and Tracy Alloway go deep on the weird yet important corners of the global economy. With top-tier guests and an eye for timely topics, Odd Lots is ideal if you're ready for a slightly more technical (but still accessible) listen. They’ve covered everything from soybean trade disruptions to inflation after tariff hikes. So Money Credit: Podcast logo On So Money, Farnoosh Torabi brings a fresh voice to money talk, bridging the gap between personal finance and macroeconomic trends. She frequently interviews experts on how broader policies can affect people’s money and financial decisions—especially useful for connecting the dots between tariffs, inflation, and your wallet. Her strength lies in accessibility and inclusion. Trade Talks Credit: Podcast logo Trade Talks is a great resource (and has a wonderful, robust archive) for understanding international trade and tariffs. Hosted by economist Chad P. Bown and Soumaya Keynes, Trade Talks explored global trade policy with clarity, wit, and plenty of context. Though the show only recently returned with new episodes, the archive is still highly relevant, explaining how the policies affecting us all evolved—and why we’re still dealing with the fallout. Capitalisn’t Credit: Podcast logo Hosted by economist Luigi Zingales and journalist Bethany McLean, Capitalisn’t dissects how capitalism works—and when it doesn’t. With episodes focused on corporate power, regulation, and economic inequality, the show frequently analyzes the real impacts of trade policy and government intervention. It’s ideal for listeners who want a thoughtful, critical look at the system itself. Brown Ambition Credit: Podcast logo Co-hosted by Mandi Woodruff-Santos and Tiffany “The Budgetnista” Aliche, Brown Ambition brings sharp, funny, and insightful commentary to both personal finance and the broader economy. Mandi’s background as a business journalist means you’ll often get informed takes on policy, markets, and how people of color are uniquely affected. It’s a grounded perspective. Freakonomics Radio Credit: Podcast logo Stephen Dubner’s Freakonomics brand is all about digging into “the hidden side of everything,” and that includes economic policy. While it’s less news-driven than others on this list, the show brings big-picture thinking and deep research to topics like tariffs, globalization, and market forces. The storytelling keeps it engaging while the insights hit hard. Money with Katie Credit: Podcast logo On Money with Katie, Katie Gatti Tassin makes the economy relatable, focusing a millennial-friendly lens on everything from inflation to investing. While it’s rooted in personal finance, the show frequently zooms out to explain how policy decisions—like tariffs or tax shifts—affect your everyday financial life. The tone is witty but well-researched. View the full article

Canadian Prime Minister Mark Carney’s Liberal Party has won the federal election, capping a stunning turnaround in fortunes fueled by U.S. President Donald The President’s annexation threats and trade war. Carney’s rival, populist Conservative Party leader Pierre Poilievre, was voted out of his seat in Parliament, the Canadian Broadcasting Corporation projected Tuesday. The loss of his seat representing his Ottawa district in Monday’s election capped a swift decline in fortunes for the firebrand Poilievre, who a few months ago appeared to be a shoo-in to become Canada’s next prime minister and shepherd the Conservatives back into power for the first time in a decade. But then The President launched a trade war with Canada and suggested the country should become the 51st state, outraging voters and upending the election. Poilievre, a career politician, campaigned with The President-like bravado, taking a page from the “America First” president by adopting the slogan “Canada First.” But his similarities to The President may have ultimately cost him and his party. The Liberals were projected to win more of Parliament’s 343 seats than the Conservatives. It wasn’t immediately clear if they would win an outright majority — at least 172 — or would need to rely on a smaller party to pass legislation and remain in power. Elections Canada said it has decided to pause counting of special ballots — cast by voters who are away from their districts during the election — until later Tuesday morning. The Liberals were leading or elected in 168 seats when the counting was paused, four short of a majority. Elections Canada estimated that the uncounted votes could affect the result in about a dozen districts. The decision means Canadians won’t know until later in the day whether Carney’s Liberals have won a minority or majority mandate. In a victory speech, Carney stressed the importance of unity in the face of Washington’s threats. He also said the mutually beneficial system Canada and the U.S. had shared since World War II had ended. “We are over the shock of the American betrayal, but we should never forget the lessons,” he said. “As I’ve been warning for months, America wants our land, our resources, our water, our country,” Carney added. “These are not idle threats. President The President is trying to break us so America can own us. That will never … ever happen. But we also must recognize the reality that our world has fundamentally changed.” A defeat for the Conservatives Poilievre hoped to make the election a referendum on former Prime Minister Justin Trudeau, whose popularity declined toward the end of his decade in power as food and housing prices rose. But The President attacked, Trudeau resigned and Carney, a two-time central banker, became the Liberal Party’s leader and prime minister. In a concession speech before the race call on his own seat, Poilievre vowed to keep fighting for Canadians. “We are cognizant of the fact that we didn’t get over the finish line yet,” Poilievre told supporters. “We know that change is needed, but change is hard to come by. It takes time. It takes work. And that’s why we have to learn the lessons of tonight — so that we can have an even better result the next time Canadians decide the future of the country.” Poilievre can still lead the Conservative Party. Even with Canadians grappling with the fallout from a deadly weekend attack at a Vancouver street festival, The President was trolling them on election day, suggesting again on social media that Canada should become the 51st state and saying he was on their ballot. He also erroneously claimed that the U.S. subsidizes Canada, writing, “It makes no sense unless Canada is a State!” The President’s truculence has infuriated Canadians, leading many to cancel U.S. vacations, refuse to buy American goods and possibly even vote early. A record 7.3 million Canadians cast ballots before election day. Reid Warren, a Toronto resident, said he voted Liberal because Poilievre “sounds like mini-The President to me.” He said The President’s tariffs are a worry. “Canadians coming together from, you know, all the shade being thrown from the States is great, but it’s definitely created some turmoil, that’s for sure,” he said. Historian Robert Bothwell said Poilievre appealed to the “same sense of grievance” as The President, but that it ultimately worked against him. “The Liberals ought to pay him,” Bothwell said, referring to the U.S. president. “The President talking is not good for the Conservatives.” The Liberal way forward Carney and the Liberals secured a new term, but they have daunting challenges ahead. If they don’t win a majority in Parliament, the Liberals might need rely on one of the smaller parties. The Bloc Québécois, which looked set to finish third, is a separatist party from French-speaking Quebec that seeks independence. Trudeau’s Liberals relied on the New Democrats to remain in power for four years, but the progressive party fared poorly on Monday and its leader, Jagmeet Singh, said he was stepping down after eight years in charge. “This is a dramatic comeback, but if the Liberals cannot win a majority of seats, political uncertainty in a new minority Parliament could complicate things for them,” said McGill University political science professor Daniel Béland. Foreign policy hasn’t dominated a Canadian election this much since 1988, when, ironically, free trade with the United States was the prevailing issue. In addition to the trade war with the U.S. and frosty relationship with The President, Canada is dealing with a cost-of-living crisis. And more than 75% of its exports go to the U.S., so The President’s tariffs threat and his desire to get North American automakers to move Canada’s production south could severely damage the Canadian economy. While campaigning, Carney vowed that every dollar the government collects from counter-tariffs on U.S. goods will go toward Canadian workers who are adversely affected by the trade war. He also said he plans to keep dental care in place, offer a middle-class tax cut, return immigration to sustainable levels and increase funding to Canada’s public broadcaster, the Canadian Broadcasting Corporation. Associated Press reporter Mike Householder contributed to this report. —Rob Gillies, Associated Press View the full article

Explore how brand building can align with your business goals and create lasting value, even if it initially reduces traffic. The post Ask An SEO: How To Convince C-Suite To Support Brand-Based SEO appeared first on Search Engine Journal. View the full article

I didn't know it until recently, but apparently boxed cake mixes are a popular store-bought ingredient to experiment with. Thanks to you, the good people reading my food hacks, I’ve been made aware of yet another ingredient that can masquerade as an egg in cake mix. Honestly, who needs eggs when you have soda? Replacing eggs in baking can be trickyEggs continue to be unreasonably expensive, which is especially frustrating for a person like me who used to rely on them for most of my protein. I’ve made some adjustments, though, and now I try to use them only for the recipes that really require them. It might take a few failed attempts, but it's becoming easier and easier to identify when a recipe needs eggs, like a custardy Dutch baby, and when one can do without—like boxed cake mix. I’ve tried plenty of egg replacement ingredients, like applesauce and bananas, in scratch cake mixes with varying degrees of success, and I’ve experimented with omitting the egg measurement from boxed cake mixes too. While the eggless boxed cake mix turns out just fine, in those tests I’ve continued to incorporate the water and oil measurement according to the directions. But as one reader let me know, you can make boxed cake mix with soda, not just as an egg replacement, but to replace the water and oil too. Though I needed to test out this witchcraft, I could already see it working. While eggs typically provide binding, emulsification, and aeration to batters and doughs, commercial boxed cake mixes are designed to be foolproof. (It's almost like they knew we'd be cutting corners.) On my mission to turn boxed mix into black and white cookies, I found that cake mix refuses to change its consistency or texture. If liquid of any kind is added, whether it’s oil, water, soda, juice, or eggs, it will do its darndest to become fluffy cake. However, I did wonder how using soda would affect the flavor and the texture of the cake, especially without oil or egg yolks (a tenderizer). Credit: Allie Chanthorn Reinmann Soda outperforms juiceI decided to test out replacing the ingredients with two different liquids: a cola and a fruity juice. In my prior tests, I had omitted the eggs without replacing their volume or weight. I simply erased them from the game and the resulting cake was flatter than one with eggs, but tender and boasting that nostalgic boxed cake flavor. I did the same thing here, leaving out the eggs and replacing the water and oil measurement (a total of 12 ounces) with the juice and cola separately in two tests. I was actually impressed by how much better soda turned out to be than fruit juice. Even after thoroughly whisking, enough of the carbonation remained to lift up the batter so it had a nicer appearance compared to the pomegranate juice cupcake's fallen center. Left: pomegranate juice cupcakes (surprise! they're brown). Right: cola cupcakes. Credit: Allie Chanthorn Reinmann I used pomegranate juice thinking the fruit flavor would be a nice complement for the cake. Instead, it was a little too sweet (if you can imagine) and the fruit flavor became murky against the yellow cake. The soda however, was actually very tasty. Even though I’m not a soda person, I enjoyed it. This could be a good opportunity to get creative with soda and cake flavor pairings. How to make boxed cake mix with soda1. To make cake mix with soda, start by preheating the oven and getting the pans ready. Mixing the batter takes all of one minute. You need your pan and oven to be ready to go so you don't loose more carbonation than necessary. 2. Once your oven is preheated, simply empty out the dry boxed mix into a large mixing bowl. Look at the box's directions and add the measurement of the oil and water together. If the box says, "1 cup water and 1/2 cup oil" then you'll need 12 ounces (1 1/2 cups) of soda. Pour the soda into the bowl and whisk it all until well incorporated. Tiny bits may remain unmixed. 3. Pour the batter into your prepared pans immediately. Bake as directed on the package. How does the texture hold up?Despite the fallen centers on the pomegranate cupcakes, both cakes shared the same texture: light and fully aerated with a slight rubbery skin on the bottom. This likely manifested because of the lack of fat (a shortening agent because fats shorten gluten strands) from the missing oil and egg yolk. Credit: Allie Chanthorn Reinmann That said, this texture difference is completely unnoticeable if you’re not looking for it. Any person who crushes a Fanta vanilla cake at a summer picnic is not going to comment on the lack of a shortening agent. I promise. Soda can and should be used as the wet ingredient for boxed cake mix. It’s a fun way to experiment with flavor combinations and while you’re at it, save a bit of money on eggs and oil too. Try orange soda, root beer, ginger beer, or dare to dream with Diet Coke the next time you make a batch of cupcakes. View the full article

The 250 top mortgage originators in 2025 brought in high volumes despite less than ideal conditions. Check back in the following days for the top 50 and the final full list, with further cuts of the data to be published thereafter. View the full article

Plaintiffs raise prior accusations that the lender ignored applicants' debts in collections, and used unreasonable residual income calculations. View the full article

The title tag is one of the most important SEO elements. It can have a great impact on your rankings. In my experience, optimizing title tags can give rankings a strong boost. There are many different ways to optimize a title tag. One is to make sure it fits within the 55- to 60-character limit (which I think is a bit outdated today). Other SEOs suggest it’s OK to have title tags up to 70 characters long (or longer). There are also concerns that having the title truncated in search results or rewritten by Google can negatively affect organic performance and click-through rate. This article explores the basis for such concerns, Google’s official statement about title length, and my findings after analyzing 10,000 title tags of Google’s SERPs. Example of title tag cut off in SERPs Technically speaking, the number of characters for a title tag that Google can display in SERPs is measured in pixels. When your title tag is too long, Google can cut it off like this. The title tag update and the aftermath In August 2021, Google changed how it creates titles in search result snippets. Google often shows searchers a title that is different than your HTML title tag. HTML title tags may get rewritten in SERPs when they are: Too long. Stuffed with keywords. Missing or containing repetitive “boilerplate” language (i.e., home pages might be called “Home”). Once the update was released, it caused an uproar in the SEO community. Many SEOs reported incidents where the title rewrite went “horribly wrong.” Some reported incidents where the title tag was replaced with the URL slug. Chatter in the SEO community also revealed many cases of Google substituting <title> tags in search results with other page elements like: H1 tags. Image alt texts, File names. Even text not found in the page’s source code. The key takeaway from the title tag update is that “Google wants shorter titles displayed in SERPs.” This shift caused some panic among SEOs, prompting many to double down on creating short, character-limit-compliant titles to avoid rewrites. The confusion It is clear to everyone that Google wants shorter titles in SERPs. But does that mean they will use the titles displayed in SERPs (which may be potentially cut off or rewritten) for rankings instead of the HTML title? This has led many SEOs to assume that longer titles will either get cut off or rewritten, and Google will not consider them for rankings, but will consider the new title displayed in SERPs for rankings instead. What is Google’s official statement about title length? In a Search Off the Record episode, Google’s John Mueller asked Gary Illyes about title tag length: “I have a question that is, maybe, just a yes or no thing, Gary. Is there a value in having title tags that are longer than the displayable space and the sections of it?” To which Illyes gave a very clear and precise answer, “Yes.” He added: “The title length, that’s an externally made-up metrics… Technically, there’s a limit, like how long can it be anything in the page, but it’s not a small number. It’s not 160 characters or whatever– 100, 200, 20, or whatever.” And recommended to: “Try to keep it precise to the page, but I would not think too much about how long it is and whether it’s long enough or way too long. If it fills up your screen, then probably it’s too long, but if it just one sentence that fits on one line or two lines, you’re not going to get a manual action for it.” If we refer to Google’s documentation on SERPs titles (a.k.a., title links), there’s no recommended length or character limit specified for the title tag. Dig deeper: SEO for page titles and meta descriptions: How to win more clicks Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. Would having longer titles impact rankings? If longer title tags can get cut off or rewritten in SERPs, wouldn’t that impact rankings? The answer is no, consistent with Mueller’s statement during Google’s SEO Office Hours on Dec. 11, 2020. Whether your titles are cut off or rewritten in SERPs, Google still uses the HTML title tag for ranking purposes – not the displayed version. I believe we shouldn’t shorten titles just for the sake of it. The title tag is one of the few ranking factors we can directly control, and I always aim to use it fully while avoiding spammy tactics like keyword stuffing. My analysis I want to put this argument to rest, so I went ahead and analyzed the titles for a randomly selected set of 100 keywords that fall into a diverse range of categories as follows: Top of funnel (TOFU). Middle of funnel (MOFU). Bottom of funnel (BOFU). Local intent keywords. Navigational intent keywords. Niche-specific keywords. Seasonal/trending keywords. Long-tail keywords. Examples of such keywords include: “How does solar energy work.” “What is machine learning.” “History of electric cars.” For each of the 100 keywords, I pulled the top 100 results and analyzed their title lengths. Here’s what the graph and data show: Position RangeAverage Title Length1-1042.211-2042.921-3044.231-4044.441-5044.151-6044.361-7044.571-8044.481-9044.891-10045.8 Here’s what this data means, along with my experience: Google seems to prefer displaying shorter titles. The average title length in the full sample (100 keywords × 100 URLs = 10,000 titles) falls between 42 and 46 characters. If your titles are long, Google may cut them off or rewrite them, often by removing branding text or replacing the title with different on-page elements. From my experience manually analyzing title tags using Google’s NLP demo tool, I’ve noticed that shorter titles tend to be more precise, clear, and to the point. Based on the above, I recommend making titles as precise as possible without keyword stuffing or unnecessary repetition. Try to keep them within the 46-character limit. If you feel your optimized title cannot fit into 46 characters, I recommend still pushing the page live and monitoring what Google chooses to display. Also, make sure the H1 is short and within the 46-character range since Google might use it instead as the SERP title. Either way, titles impact your CTR, and it appears Google favors shorter titles – likely because users prefer them too. Dig deeper: Meta tags for SEO: What you need to know Conclusion Shorter title tags tend to perform better in search results. My analysis shows that Google often chooses to display shorter titles, which likely aligns with user behavior and leads to better click-through rates. This suggests a preference not just from the algorithm, but from users themselves. So, should you always shorten your titles? Not necessarily. It’s more important that titles are clear, precise, and aligned with search intent. If you need more characters to convey value or clarity, use them. Avoid keyword stuffing or trimming titles just to hit a character count. Google’s tendency to favor shorter titles doesn’t mean shorter always ranks better. It simply means you should be intentional – optimize for clarity and relevance first, not just length. View the full article

OpenAI has begun rolling out shopping search features directly into ChatGPT Search across fashion, beauty, home goods, and electronics categories. These are not ads or affiliate-driven, but they are powered by structured data from third-party sources.View the full article

On Tuesday, President Donald The President’s second term reached its first 100 days milestone, marked by a sweeping wave of executive orders promising to reshape the American government with immediate actions. Since taking office on January 20, The President signed 137 executive orders (published in the Federal Register as of Monday), addressing everything from immigration and tariffs, to higher education and government spending. Navigating the head-spinning flood of executive orders and their impact can be a complex task, so Fast Company took a closer look at The President’s executive orders in his first 100 days and found reliable trackers to keep up. What is an executive order? Executive orders are written presidential directives, which order a specific action pertaining to the federal government and are signed by the current president. Since the country’s founding, all presidents have signed at least one executive order, and such directives have become a more regular action in recent administrations. The President’s first 100 days in context In a little over three months, The President has signed just 25 fewer executive orders than his predecessor Joe Biden signed in the span of his four-year term. In their first 100 days in office, former presidents Barack Obama and Joe Biden signed 19 and 42 executive orders respectively. The President’s executive orders by topic Fast Company categorized President The President’s executive orders by the topics they covered: economy, energy, environment, government, health, social issues, tech, DEI, and other. Many of the executive orders could fit into more than one category, yet they were labeled based on the best fit. The analysis found that the largest category was executive orders relating to the government, with around 24.8% of EOs focused on government spending or regulating and deregulating various government bodies. This was followed by economy-related orders, which amounted to 21.9% of all executive orders, primarily pertaining to The President’s on-again-off-again tariffs. Executive orders also related to the environment, health, higher education, and DEI. How to track The President’s executive orders Amid the chaos, various organizations are offering online tracking tools to better understand the mass executive orders and their impact. Presidential executive orders are officially published on the Federal Register, the federal government’s official journal. Its website offers all the executive orders by president since 1937, with PDF versions of the original documents. The White House also publishes the signed executive orders once they are announced. CNN’s “Tracking The President’s executive actions” index tracks all of The President’s executive orders and provides a visualization based on topic category. This tracker also offers a search engine based on the categories. The American Presidency Project, a UC Santa Barbara initiative, tallies the amount of executive orders enacted by presidents, although it is not immediately updated. The Akin The President Executive Order Tracker is a searchable tool that analyzes the impact of the executive orders and breaks them down for easier undertsanding. The Congressional Black Caucus Foundation executive order tracker utilizes check-boxed filters to search for executive orders, and provides access to fact sheets and analysis on the impact on Black Americans. View the full article

We’re celebrating 15 years of Yoast, and we can’t celebrate without offering some SEO insights. So, here are 15 SEO essentials to focus on in this year and beyond. Whether you are a beginner or an SEO expert, these tips will help you focus on what’s important right now. In collaboration with our Principal SEO, Alex Moss Table of contents 1. Embrace AI-powered SEO tools 2. Optimize for zero-click searches 3. Invest in video content 4. Improve e-commerce SEO 5. Prioritize local SEO 6. Improve user experience (UX) 7. Participate in SEO communities 8. Optimize for AI discovery 9. Focus on content pruning 10. Implement structured data markup 11. Keep focusing on mobile 12. Create helpful, people-first content 13. Optimize for Core Web Vitals 14. Diversify content formats 15. Always stay updated 15 SEO tips for 15 years of Yoast 1. Embrace AI-powered SEO tools Artificial intelligence is making every part of SEO faster and more efficient, from keyword research to real-time performance tracking. Tools like Semrush and Ahrefs help you plan content quickly and uncover opportunities you might have missed. These platforms use data in new ways to help you improve your strategy based on live trends and competitor changes. Use tools like ChatGPT or Gemini for research, inspiration, coding, and data analysis. Thanks to AI tools, you can automate time-consuming tasks like technical audits, site crawls, and content analysis. The time you win by doing that helps your team focus on the bigger picture, from setting the strategy, building authority, and creating content that connects with audiences and brings something new to the world. Yoast SEO’s AI features offer guidance to help your content succeed. Did you know? Yoast is 15 years old! We’re celebrating 15 years of Yoast this year and have all kinds of nice stuff planned. Of course, we’re also offering a deal on our SEO products. Use coupon code yoast15_gift4you at the checkout for a 15% discount! Shop our products 2. Optimize for zero-click searches In 2025, Google shows more quick answers than ever. You’ll see AI overviews, featured snippets, knowledge panels, People Also Ask boxes, and more. To be featured in those places, your content has to be high-quality and unique, above all, unique – regurgitating what’s already out there won’t cut it. But, it also has to be easy to read and scan. Don’t forget to use lists, highlighted snippets, and concise definitions at the top of your articles. Keyword research helps you to find the questions your audience is asking. Write clear answers to those questions, making them as concise as possible. Use tools like AlsoAsked to find opportunities to rank even when a user doesn’t click through to your site. 3. Invest in video content Video dominates search results and offers a good way to diversify traffic sources. The growth of a platform like TikTok shows that many people prefer consuming video content. Create videos that answer questions, demonstrate your products, or explain complex topics. Optimize the videos to make them easy to find, and don’t forget to add a transcript and timestamps to help with indexing and user experience. Depending on your video strategy, hosting them on YouTube and embedding them on your site can boost engagement and dwell time. YouTube is the second-largest search engine in the world, and building a solid presence there can reach a massive audience. 4. Improve e-commerce SEO SEO for your products is not just about rankings, but also about conversion. Your product titles and descriptions should naturally include your most important keywords while also sounding persuasive. Don’t forget your category pages! Proper optimization helps customers find what they need. At the same time, you are building a strong internal linking structure. Structured data is essential for e-commerce stores because it can trigger rich results, highlighting reviews, pricing, and stock status. When done well, these show up nicely in Google, boosting your visibility. Rich snippets make your SERP listings more trustworthy and clickable. Do everything you can to get more traffic and, eventually, more sales. Our Yoast SEO for Shopify app can help your business succeed. 5. Prioritize local SEO If your business is locally oriented, local SEO should be at the top of your strategy. Keep your Google Business profile updated with opening hours, services, and nice photos. Post regularly about special offers, events, or published blog posts to show you are active and encourage engagement. Build citations in trusted local directories and get high-quality local backlinks. You should publish high-quality, localized content or case studies from regional customers. This signals that you are active in a geographic area, which could help local search visibility — Yoast Local SEO helps you do this. 6. Improve user experience (UX) UX and SEO are deeply connected; we all know that. If people can’t use your site, they won’t stick around. Focus on a clean layout with plenty of whitespace and add clear call-to-actions for the user to click on. Make your site load quickly and test it regularly on mobile devices. Heatmaps, scroll maps, and user recordings made with tools like Hotjar can show where people get stuck on your site. Friction could occur with long loading times, confusing menus, missing CTAs, or other similar issues. Solving these can help reduce bounce rates, increase engagement and conversion. 7. Participate in SEO communities Joining SEO communities isn’t just about asking for help when facing issues; it’s about much more. Platforms like LinkedIn, X, Reddit, Facebook groups, or SEO forums sometimes offer insights and advice you can’t get anywhere else. Sharing wins, failures, and experiments helps you stay connected to the SEO community and lets you build a name for yourself. These platforms often surface research, news about Google core updates and warnings about issues some time before becoming common knowledge. News might be shared just early enough for you to take advantage of it before your competitor does. Building relationships can help you get business opportunities, collaborations, or friendships. 8. Optimize for AI discovery AI tools and chatbots are trained on information from the web, so it’s important to understand how your content is surfaced by large language models (LLMs). These systems, like ChatGPT and Google Gemini, reshape how users uncover information. The results are often served without a way to click to your site. If your brand is not visible in these generated answers, you could be missing out in a growing share of visibility. Research your topics and content to see how the system responds to your queries and if your content appears in the answers. Audit your content to see if you structured it so LLMs can understand it. Use clear language, be factual, build your topical authority, and use easy-to-understand layouts. Most of all, be sure that the crawlers of the AI services can reach your site without issues. 9. Focus on content pruning Sometimes, ranking higher isn’t about adding more content to your site; it’s often about cleaning up what you have. Content pruning means removing, merging, or updating poorly performing content. Ancient blog posts that no longer get any traffic, outdated product pages, and thin articles with no value may impact your site’s overall performance. Start with a content audit using Semrush, Screaming Frog, or Ahrefs. Find pages with limited traffic, few backlinks, and poor engagement. You can update these posts if you have enough insights to add. If they’re no longer relevant, merge them into a single, more authoritative page. If nothing works, delete and redirect. Keep your site lean and focused to improve the overall quality and authority, which also helps you fix keyword cannibalization. 10. Implement structured data markup Part of SEO is making your site easy for crawlers and search engines to understand. Structured data markup is one of the best ways to tell Google what your pages are about. With the correct schema items, you can highlight things like product prices, event dates, business locations, recipes, and more. Plugins like Yoast SEO make this process much easier. Start with your most important pages and products, select the proper schema, and fill in the details needed. Once you have the basics done, you can expand it to more complex structured data if needed. 11. Keep focusing on mobile If you’ve been living under a rock, you might have missed that today’s world is all about mobile. We’ve been spending more and more hours glued to our mobile phones. So, having a perfect mobile site is no longer an option. Make sure that it adapts to all screen sizes, that the buttons work, and that no nasty pop-ups overlay the screen. Test your site often in various browsers on Apple and Android devices. See if it offers a great user experience. If not, fix it. Fixing even small accessibility issues or loading performance can greatly impact user satisfaction. 12. Create helpful, people-first content Google is no longer just rewarding keyword-optimized pages, but genuinely helpful, people-first content. Your articles should satisfy user intent by providing clear, trustworthy and actionable information. Instead of writing the same things everyone has already done, create unique content that informs, solves problems, and adds value for your readers. When thinking about your content, ask yourself the questions that Google recommends: “After reading your content, will someone leave feeling they’ve learned enough about a topic to help achieve their goal?” and “Does your content clearly demonstrate first-hand expertise and depth of knowledge?” If your content doesn’t do any of these things, you might need to rethink it. Focus on things you know well, avoid clickbait and write for your readers, not search engines. 13. Optimize for Core Web Vitals Core Web Vitals gives you a sense of your site’s health, especially with speed, responsiveness, and visual stability. They measure three main things: Largest Contentful Paint (LCP), which looks at loading performance. The second is Interaction to Next Paint (INP), which shows how quickly your site responds to user actions. The third one is Cumulative Layout Shift (CLS), which checks for unexpected layout shifts when your page loads. Google uses these metrics to determine whether your site gives a good user experience. You can monitor your Core Web Vitals in Google PageSpeed Insights, Search Console, or Lighthouse. Improvements you can often make include optimizing images, using faster hosting, reducing reliance on JavaScript, and setting proper dimensions for media. Test your site often to see if your improvements improve the user experience. 14. Diversify content formats Not everyone wants to read a 2000-word blog post. Some people enjoy graphics, videos, or podcasts. You can quickly repurpose your content in various formats, instead of starting over every time. Doing so makes your site more interesting for readers and search engines alike. Adding helpful videos to articles or offering downloadable checklists or research reports makes your content more appealing. 15. Always stay updated In SEO, change is a constant. There are algorithm updates, new AI features emerge, and best practices change. It’s a lot, so staying up to date with the news is essential. Follow reliable sources like Search Engine Land, Search Engine Roundtable, the Yoast SEO newsletter, or our monthly SEO update to get the needed insights. Plan some time every week to read up on SEO news. Join the conversation whenever you feel like it. Use the new insights to improve your strategies. Sticking to last year’s strategy will not cut it if your competitors are faster to adapt! 15 SEO tips for 15 years of Yoast Here’s to 15 years of Yoast and 15 more years of helping the world rank better. Whether you’re launching your first site or revamping your SEO strategy for the AI age, it doesn’t matter — we’ll help you succeed. Which SEO tip do you swear by in 2025? Please share it with us on our social media platforms (X, LinkedIn, Reddit, Instagram), or in the comments below. The post 15 years of Yoast: 15 SEO tips for 2025 and beyond appeared first on Yoast. View the full article

Google's John Mueller explained that changing the dates in your XML Sitemaps lastmod date to all show today, the most recent day, won't favor your rankings or SEO. He said on Reddit, "setting today's date in a sitemap file isn't going to be something that works in favor of anyone, it's just lazy."View the full article

How would the former central bank governor change the institution? View the full article

Microsoft is testing a new format for an AI Answer or AI Summary in the Bing Search results. This shows the AI generated answer as a list of terms that can be expanded and clicked on to generate a new search result set.View the full article

Unlike in the U.S., Canadian politics is multiparty and often defined by issues without salience to its neighbors to the south. But after President Donald The President took office for a second term earlier this year and threatened Canada’s sovereignty and economy, the top issue in Canadian politics became one intimately familiar to Americans: The President. The President was the central figure in Canada’s election Monday—and voters were impressed by Canadian Prime Minister Mark Carney’s vision for standing up to him. In a campaign video released on Election Day, Carney laid out his closing message. “The crisis in the United States doesn’t stop at their borders,” he says. “But this is Canada and we decide what happens here. Let’s choose to be united and strong. Canada strong.” “Canada Strong” is Carney’s campaign slogan, itself a crib on an American trend of cities messaging resilience following tragedies like shootings or natural disasters. But Carney’s message is pure Canadian and emphasizes national unity against The President’s saber rattling and trade wars. It’s defiant and conveys Carney’s “elbows up” approach toward the U.S., and it also provides a handy counterpoint to Conservative Leader Pierre Poilievre, whose campaign slogan “Canada First” echoes The President’s own “America First” refrain. “You can’t stand up to The President when you’re working from his playbook,” Carney says in his campaign announcement video. The video juxtaposed footage of The President and Poilievre, including a clip of Poilievre chomping on an apple during a viral interview where he was asked about “taking a page out of the Donald The President book.” The Liberal Party’s fundraising message on its homepage emphasizes its anti-The President stance by being Canada nice: “Support #PositivePolitics,” the site says, with a call to action to support things like “diversity over division” and “evidence-based decision making.” And Carney’s campaign logo and visual identity is simple and patriotic, reflecting a public image of someone who’s handled crises before and is prepared to do so again. Carney, a former central banker for Canada and the U.K. during Brexit, never held elected office before being elected Liberal Party leader in March. He replaced former Prime Minister Justin Trudeau and came to the campaign with a simple message and a present threat with The President in office. The President repeated his rhetoric against Canada Monday, calling the country a “beautiful . . . landmass” in a social media post and suggesting the U.S.-Canada border is an “artificially drawn line from many years ago.” Canadian consumers have already responded to The President’s tariffs and threats by not vacationing in the U.S. or selling their U.S. homes. Canadian consumer brands have responded in the form of initiatives like “Made in Canada” advertising and in-store signage at grocery store chains. Politics followed suit. Carney’s campaign strategy and the brand built to communicate it is similar in ways to what U.S. voters sometimes see in down-ballot elections when the president is unpopular, as The President is (his approval is at 39%, according to an ABC News-Washington Post-Ipsos poll, the lowest of any presidential approval at this point in their term in 80 years). With The President, the trend of tying your opponent to an unpopular president has now gone international. View the full article

Google is testing a new design for the shopping ads format, one that looks a bit more like the image pack design than shopping ads. View the full article

Microsoft is testing removing its name, i.e. Microsoft Bing, next to the logo in the Bing Search bar. Normally the search bar has the Microsoft Bing name next to the logo on the left side of the search bar, now Microsoft is just testing showing the logo.View the full article

Ernest Hemingway had an influential theory about fiction that might explain a lot about a particular weakness of artificial intelligence, or AI. In Hemingway’s opinion, the best stories are like icebergs—with what characters actually say and do located above the surface, but making up only a fraction of the unfolding action. The rest of the story—the characters’ motivations, feelings, and their understanding of the world—ideally resides instead beneath the surface, like the bulk of an iceberg, serving as unarticulated subtext for all that transpires. Perhaps the reason Hemingway’s theory struck a chord is because human beings are like icebergs. Whatever people say or do at any given moment is undergirded by reams of nonverbal context that exists beyond the cold, hard facts of what may appear to be happening. What does it look like when there’s tension between two people, or supreme comfort? What kind of face does someone make when they’re desperately trying to end a conversation? These are things humans come to understand intuitively. According to a new study from Johns Hopkins University, though, AI is hopelessly out of its depth at interpreting such things so far. “I don’t think humans even have a full understanding of how we pick up on nonverbal social cues in the moment, but the idea behind most modern AI systems is that they should just be able to pick up on it from all of the data they’re trained on,” says Leyla Isik, lead author of the study. Isik is a cognitive scientist whose work centers around human vision and social perceptions. She had read a lot of scientific work recently suggesting that current AI models are adept at discerning human behavior when they categorize objects in static images. Since plenty of AI in the near-future won’t be parsing static images, though, but instead processing dynamic action in real time, Isik set out to determine whether AI could correctly identify what is happening in videos depicting people engaged in different social interactions with each other. It’s the kind of thing a person would want their self-driving car to excel at before trusting it to correctly size up, say, whether two people are having a heated exchange on a nearby sidewalk, and if one of them seems to be perhaps one harsh word away from bolting into the crosswalk. Isik’s team asked a group of people to watch three-second video clips of humans either engaging with each other or doing independent activities near each other, and interpret what the clips portrayed. Sourced from a computer vision data set, the clips included everyday actions ranging from driving to cooking to dancing. The researchers then fed the same short clips to 350 AI language, video and image models, and asked them to predict what humans would say and feel about them. All of the videos were soundless, so neither humans nor AI models could make use of vocal tone, pitch, or dialogue to contextualize what they were taking in. The results were conclusive; while human participants were overwhelmingly in agreement about what was happening in the videos, the AI models were not. To be clear, participating AI were able to determine some aspects of what transpired in the clips. The scientists asked questions about things like whether a video was taking place indoors or outdoors, and in a small enclosed space or a large open setting. The AI always matched humans on those kinds of questions. They were less successful, however, at peering beneath the surface details. “Pretty much everything else, we found that most AI models struggled at some subset of it,” Isik says. “Including questions as simple as ‘Are these two people in the video facing each other or not?’ All the way up to higher level questions like, ‘Are these people communicating?’ and ‘Does this video seem like it’s depicting a positive or negative interaction?’” The researchers asked, in particular, about both the emotional valence of a scene—whether it appeared to be positive or negative—and the level of arousal—how intense or engaging the actions in the video seemed. While a lot of humans involved couldn’t always pick up on what was being communicated in a video, they were able to determine whether a scene seemed intensely positive or mildly negative. AI models could not read the subtext in nonverbal cues, though. This disparity is likely due, the study claims, to AI being largely built on neural networks inspired by infrastructure from the part of the brain that processes static images, rather than the parts that process social interactions. Most AI models are trained to see an image and recognize objects and faces, but not relationships, context, or social dynamics. They may be trained on data sets that encompass movies, YouTube clips, or Zoom calls, and they may have encountered labels that explain what smiles, crossed arms, or furrowed brows mean. But they do not have the accumulated experience from years and decades spent constantly encountering these data sets and cultivating an intuitive understanding of how to navigate them in real time. Since another line of research in Isik’s lab at Johns Hopkins is developing models for building more human-centered priorities into modern AI systems, perhaps her research will help close some of these gaps eventually. If so, it won’t be a second too soon, as the AI boom continues to expand out into therapy and AI companions, along with other areas that rely on nonverbal cues and everything else lurking beneath the surface. “Any time you want assistive AI or certainly assistive robots in the workplace or in the home, you’re gonna want it to be able to pick up on these subtle nonverbal cues,” Isik says. “More basically, though, you also just want it to know what people are doing with each other. And I think this study highlights that we’re still pretty far from that reality with a lot of these systems.” View the full article

While 40 hours has been the standard workweek for the last few generations, the promise has long been that technology will give us more free time. Yet many Americans still find work spilling over into nights and weekends. Whether you want to cut back your hours to make room for a side hustle, to spend more time with your family, or to pursue your own interests and hobbies, it is possible to complete your full-time job in 30 hours a week. As a time management coach for over 16 years, I’ve worked with a lot of people in a lot of situations. What I’ve seen is that almost everyone can reduce the amount of time they’re working. Getting down to 30 hours or less per week isn’t possible in all circumstances, but it is possible in many. Here are the steps to make it happen. Set clear constraints If you’re used to working more, you’ll need to put in place very intentional time constraints to learn to limit yourself to 30 hours a week or less. To make this as easy as possible, I recommend setting a new schedule and trying not to deviate outside of it. For example, this could look like working 8:30 a.m.–2:30 p.m. so that you can pick up your kids from school and take them to their activities. Or it could look like a 10 a.m.–4 p.m. schedule if you’re training for a huge competition and want to get in both early morning and evening workouts. Without these limits, it’s too easy to fall back into more of a 9–5 and never really feel free to put extra time into your outside of work goals. Consolidate your work Most likely you’ve been keeping busy for 40 or more hours per week, but that doesn’t mean that you’ve been effective. One of the fastest ways to reduce your hours is to consolidate your meetings. Take a good, hard look at any recurring meetings. Could they be reduced by shortening them, reducing the frequency, or even eliminating them? Could you cluster meetings on fewer days of the week so that you can open up longer stretches of focused work time on other days? Could you reduce spontaneous meetings by asking people to schedule in advance or send you an email with more details before agreeing to meet? All of these strategies can shave off hours from your schedule. Next, you’ll want to look at the content of how you’re spending your work time. If you’re like most professionals, you’re likely overinvesting time in communication and under investing time in the highest impact activities. There’s room to consolidate here, too. Some work environments do require instant responsiveness, but in the majority of them, it’s not necessary. If permissible, turn off all notifications so that you’re only engaging with your inboxes and IM tools when you decide it’s the priority. Then limit your checks to a few times a day. For example, you may set aside time to process through your inboxes at the start of the day, around lunch, and as you’re wrapping up. For myself, I have a rule that I reply to business email messages by the next business day, and I reply to LinkedIn messages once a week. You need to figure out the cadence that works for you so that you’re checking just enough, but not too much. With the time opened up from reducing meetings and communication time, you can then invest in consolidated focused time where you can complete tasks from start to finish without constant starts and stops. Delegate out as much as possible If you have the ability to delegate to others, you’ll want to fully leverage other people’s time to open up hours in your schedule. As you go through your day, make a list of what others could do to support you and then begin to hand those items off bit by bit. Here are a few ideas of areas that have been effective for my clients to delegate: Doing research Following up on outstanding items Completing expense reports Booking travel Calling clients for longer conversations Scheduling meetings Answering standard email Putting together presentations Booking meeting rooms Planning events Taking meeting minutes Posting on social media There’s a potential that almost everything outside of your core responsibilities could be done by someone else. Challenge yourself to let go of some task at least once a week so that you can eliminate excess work from your schedule. Automate where you can With rapid advances in technology, more and more parts of your life can be automated or at least augmented. So where it’s supportive, let tech do the work. For example, for many of my clients, getting some sort of email filtering in place can radically change their relationship with their inboxes. It could be as simple as setting up some of their own filters or using tools like SaneBox that utilize AI for email sorting. For clients who struggle with longer email replies, they’ll dump their thoughts into a tool like ChatGPT and ask it to write an email for them. Or they’ll write their own email and ask for AI to change the tone. If you’re someone who schedules a lot of meetings with outside parties, online scheduling tools like Calendly can be a game changer. You eliminate all back and forth. And if you really struggle with weekly planning, you may want to check out tools like SkedPal, Focuster, or Motion that use AI to come up with a plan for you. If you notice anything else time-consuming and repetitive in your work that you can’t give to someone else on your team, see if there’s a tool that would gladly do it for you. The options are increasing daily. I can’t guarantee that you’ll carve your schedule all the way down to 30 hours a week or less. That can depend on a number of different factors. But what I can say is that if you try out these strategies to consolidate, delegate, and automate that you can find yourself working significantly less and opening up significantly more time for life outside of work. View the full article

What would you do if you realized that you had lost 15% of your market share last month? Can your brand afford to fall behind in Google Ads, even for a week? Right now, the recent tariff shifts (taxes on imported goods) are sending shockwaves through global industries. Supply chains are strained. Pricing strategies are in flux. And consumer behavior is shifting faster than many advertisers can track. When the ground moves this quickly, visibility into your paid search market share isn’t just helpful, it’s essential. Even a few percentage points can mean the difference between leading or lagging in Google Ads. That’s exactly what Adthena’s PPC Market Share Reports deliver. Instant clarity on your competitive position, your biggest threats, and your best opportunities. When macroeconomic forces like tariffs cause ripple effects across digital auctions, you must understand your position in the broader paid market landscape. Show my PPC Market Share insights Why performance benchmarking matters In Google Ads, performance isn’t measured in isolation. Tariffs have reshaped competitive strategies in many industries, including retail, auto, and electronics. The only way to stay ahead is to understand how these changes impact your share of visibility, clicks, and spend. Your results are only truly meaningful when viewed in the context of the market you’re competing in. With Adthena’s Market Share Reports, you’ll be able to answer questions like: Are you winning more clicks and impressions than your competitors? Is your share of ad spend growing or declining compared to the market? Which brands are gaining momentum, and which are losing ground? By benchmarking your performance against others in your category, you can spot gaps, uncover opportunities, and avoid falling behind. In highly competitive industries, even small shifts in strategy, creative, or budget allocation can lead to significant changes in market share. See your competitive standing instantly Accessing your market insights shouldn’t be complicated, timely, or cumbersome. With just a few clicks, you can instantly uncover your PPC Market Share Report – no form fills required. You can dive straight into the data and start analyzing, giving your team the freedom to react, plan, and optimize faster than ever. By leveraging Adthena’s Whole Market View and GenAI assistant, the report analyzes recent trends in Google Ads across hundreds of global sub-industries, focusing on the last month’s data. This powerful search intelligence helps uncover key metrics that give you a clear picture of your performance compared to competitors. With coverage across hundreds of global sub-industries, whether in automotive, retail, finance, healthcare, or travel, you can find tailored insights specific to your sector. You’ll find insights on: Top 10 competitors by Share of Clicks Top 10 competitors by Share of Spend Competitor Count of advertisers bidding Top 10 biggest industry movers Top 10 competitors by Share of Impressions Top-performing ads Now, let’s dive deeper into these insights, with clear examples of how tariffs are reshaping Google Ads auctions, to see how they can help you optimize your Google Ads performance. 1. Share of clicks See which brands are winning the most clicks in your category. A higher share of clicks means stronger visibility and user engagement, which is critical for driving conversions and growing market presence. Market Exposure: Share of Clicks for the top 10 US Automotive Manufacturers in the last month In March, CarGurus surged to 12.41% share in the U.S. auto sector, overtaking Autonation. As U.S. tariffs reshaped auto imports, consumers shifted their searches – and the click share followed. 2. Share of spend Understand how your ad spend compared to the competition. Are you investing enough to compete effectively? Or are you overspending without gaining enough traction? This metric helps you optimize budgets for maximum impact. Market Exposure: Share of Spend for the top 10 UK Automotive Manufacturers in the last month In the UK, carwow.co.uk took the lead in auto spend, with CarGurus closing in quickly towards the end of the month. Volatile spend patterns reveal stress in the auction. When costs fluctuate due to external market forces like tariffs, knowing how others adjust can help you recalibrate more effectively. 3. Share of impressions Track your share of total impressions to measure how often your ads appear relative to competitors. Falling behind here could mean lost opportunities for brand awareness and lead generation. Campaign Efficiency: Share of Impressions for the top 10 US Retail Electronics & Appliances in the last month In U.S. retail electronics, Amazon began March strong at 19%, but fell to 11% as Walmart and Best Buy seized share. Shifting product pricing due to tariffs on electronics imports likely played a major role here. 4. Top industry movers Discover the top 10 brands that are gaining or losing ground. Keeping an eye on movers and shakers helps you stay agile, whether that means responding to a rising challenger or capitalizing when a major player stumbles. Campaign Efficiency: Market Loss & Market Gains for the top 10 US Telecommunications Mobile Phone & Smart Phones in the last month T-Mobile surged to 8% share in U.S. telecom, while Boost Mobile and Verizon lost ground. These are clear signs of reallocation in response to macroeconomic changes. 5. Competitor count Know exactly how many brands you’re against in your paid search category. More competitors often mean a more aggressive environment, while fewer could signal an opportunity to dominate the space. Market Exposure: Competitor Count for the top 10 UK Telecommunications Wireless Services in the last month 6. Ad copy trends Analyze the ad copy strategies your competitors are using. Understand messaging trends, spot creative gaps, and find ways to differentiate your brand to stand out in a crowded market. Campaign Efficiency: Google Text Ad Copy Insights & Creative Trends for the top 10 US Pharma & Biotech Neuroscience in the last month Ready to see how you stack up? Now that you know the importance of monitoring competitor performance and understanding where you stand in Google Ads, benchmarking isn’t just nice to have; it’s essential. Adthena’s PPC Market Share Reports offer an unmatched view into the competitive dynamics of your category, helping you: Identify threats and opportunities before they impact your KPIs. Optimize budget, bidding, and messaging in response to market shifts. Achieve stronger, faster growth. View your free PPC Market Share Report today and discover the insights you need to outperform the competition. Book a demo to explore how Adthena’s insights can transform your campaign performance. View the full article

Explore content operations templates that support strategy, calendars, collaboration, and cross-team workflows—from Wrike and Google to ClickUp and Jira. The post Content Operations Project Management Templates to Keep Teams Aligned and Output Flowing appeared first on project-management.com. View the full article

The rise of hybrid work models has brought undeniable flexibility, but it also presents unique challenges for team collaboration. How do you bridge the gap between in-office and remote colleagues, ensuring everyone feels connected, engaged, and contributing effectively? The answer, in large part, lies in embracing the power of visual collaboration tools. Forget static documents and endless email threads (that leave potential for so much to be overlooked!) – it's time to tap into the dynamic potential of virtual whiteboards and a wealth of other visual platforms that can transform the way your hybrid team works together. View the full article

The most indelible image from Donald The President’s inauguration in January is not the image of the president taking the oath of office without his hand on the Bible. It is not the image of the First Lady scowling under the capacious brim of her hat or the memeified image of Hillary Clinton giggling at The President’s mention of the “Gulf of America.” It is, of course, the image of the world’s richest and most influential men—henceforth known as the broligarchy—lined up both literally and figuratively behind The President. It was a carefully choreographed moment designed to illustrate The President’s strength. But the tableau could also be viewed another way: as a bunch of billionaires who looked scared out of their minds. Just about every man in the lineup had faced off against The President in his first term: Mark Zuckerberg deemed him too dangerous for Facebook. Jeff Bezos sued him for harboring a “personal vendetta” that allegedly cost Amazon a $10 billion cloud contract. Tim Cook called The President’s immigrant family separations “inhumane” and condemned his “moral equivalence” after the white supremacist rally in Charlottesville. And when Sundar Pichai protested The President’s ban on immigration from majority Muslim countries, Sergey Brin was right there with him. Even Elon Musk clashed with The President 1.0 after the president pulled out of the Paris climate accords. Now, all of these men stood side by side on the dais, many of them in what appeared to be a naked act of self-preservation as The President’s retributive and transactional second term took off. So, 100 days in, how have these business leaders been rewarded for their subservience? Why, with tariffs and trials and tanking stock prices, of course. The billionaires have begged and bargained in the Oval Office, they’ve kicked millions of dollars The President’s way, and they’ve compromised on the values they once professed to hold dear. But while their fates under The President’s second term certainly could have been worse—the president once threatened Zuckerberg, for one, with life in prison—the president has yet to totally forgive and forget. Take Zuckerberg. As The President took office, the Meta founder bent over backwards to appease him, very publicly announcing, though not in so many words, that he would make it easier for people to say hateful things about immigrants and trans people on Facebook and Instagram and shelling out $25 million to settle a baseless lawsuit The President filed after being banned from Facebook. But none of that insulated Zuckerberg from the Federal Trade Commission’s ongoing antitrust lawsuit, which seeks to unravel Meta’s ownership of Instagram and WhatsApp. The same goes for Google, which is currently facing its own antitrust trial, through which the Department of Justice has asked a district court to force the search giant to sell off its valuable Chrome browser. As one The President ally recently told The New York Times about the Meta case: “The president still wants his pound of flesh.” Tech leaders’ fealty also hasn’t shielded them from turmoil tied to The President’s so-called Liberation Day tariffs, which briefly sent the global markets into freefall. Meta’s stock price plunged on the fear that advertising would dry up. Amazon got walloped as The President imposed a 145% tariff on goods from China, tossing a grenade into its global supply chain. Google’s data center expansion plans were poised to suffer, as construction costs were set to skyrocket. Even Apple, which scored a tariff exemption on goods from China, may not be spared forever—a possibility the company is preparing for as it scrambles to move iPhone production to India. The President’s so-called reciprocal tariffs are still on hold, but all of these companies are still struggling to find their footing in the face of so much uncertainty. Then there’s the relentless assault on the very infrastructure that made the United States a tech powerhouse to begin with. Funding for key research institutions has been gutted, driving scientists overseas. Billions in broadband expansion grants have been held up, stalling projects meant to bring faster internet access to rural America. The President even said during his joint address to Congress that he wanted to “get rid of the CHIPS Act,” a rare spot of bipartisan consensus designed to spur the construction of new semiconductor plants through billions of dollars in Congressional funding. (So far, the president seems satisfied placing CHIPS Act programming under a new office that will, he says, strike “much better deals.”) The war on talent has been just as chilling, as the U.S. government revoked more than 1,500 student visas in recent months, before abruptly reversing course. Already experts have called the crackdown a “gift to China,” which is eager for U.S.-educated STEM graduates to return home. At this point, it’s hard to see what’s in it for the broligarchs. That’s doubly true for Musk. The cost of aligning himself with The President—and becoming the chainsaw-wielding face of his government slashing effort—has been particularly steep. His popularity has sunk alongside Tesla’s profits, as protests of the electric vehicle maker have exploded. And yet, at least Musk is an indisputably true believer in The President’s cause. Unlike the others who scrambled to make nice with The President after election day, Musk spent nearly $300 million to get him and other Republicans elected last November. He recruited fellow investors and software engineers to do his bidding at the Department of Government Efficiency, unleashed AI tools on government databases, and bulldozed the regulatory state that he so loathes. After 100 days, Musk may be the only one standing on the dais who got exactly what he paid for. View the full article

America’s 47th president plays unwitting ally to non-populists everywhere except at homeView the full article