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Google is investigating a disruption affecting Google Ad Manager, according to an update posted on the Google Ads Status Dashboard. The incident began at 13:49 UTC on March 4. By 13:54 UTC, Google said it was reviewing reports that some users could access Ad Manager but weren’t seeing the most up-to-date data. What’s happening. The issue appears to impact reporting consistency. Specifically, Ad Exchange match rate and Ad Exchange request values are not aligning between Ad Manager’s interactive reports and the legacy reporting query tool (now deprecated). Why we care. Reporting discrepancies in Google Ad Manager can directly impact how you evaluate performance and optimize campaigns. If Ad Exchange match rates and request data don’t align across reporting tools, it becomes harder to trust the numbers driving pacing, forecasting and revenue decisions. What it means. Users can still log into Ad Manager, but reporting discrepancies may affect data accuracy — at least temporarily. There’s no indication yet of a full outage, but for publishers and advertisers relying on real-time reporting, mismatched metrics could complicate performance monitoring and optimization decisions. What’s next. Google says it’s actively investigating and will provide further updates. In the meantime, affected users are advised to monitor the status dashboard and contact support if they’re experiencing issues not listed there. View the full article

Google introduced a new availability value in Google Merchant Center — built specifically for vehicle sellers who don’t carry every model on the lot. The new attribute, “build to order,” lets dealers flag vehicles that aren’t physically in inventory but can be customized and ordered by customers. What needs to change. Sellers must update two areas: their structured data (set availability to BuildToOrder) and their Merchant Center feed (set availability to build to order). Consistency between structured data and feed submissions is critical to avoid disapprovals. [availability] Why we care. Until now, sellers had limited ways to signal that a vehicle wasn’t available for immediate pickup. The new value better reflects how many modern automakers operate — especially direct-to-consumer brands like Tesla and Rivian, where buyers configure features before production. For dealers offering factory orders or custom builds, this means clearer expectations for shoppers — and cleaner data for Google. The fine print Vehicles marked “build to order” must have the condition attribute set to “new.” If a listing is marked “used,” it will be disapproved — Google considers build-to-order vehicles to be newly configured, not pre-owned. Bottom line If you sell customizable or factory-order vehicles, this update gives you a more accurate way to reflect availability — but only if your feed, structured data and condition fields are properly aligned. First spotted. This update was shared by Google Shopping specialist Emmanuel Flossie, where he shared how to implement this update on his blog. Dig deeper. “Availability [availability]” Google Merchant Centre help doc View the full article

Elon Musk is expected to take the stand in a shareholder trial on Wednesday in San Francisco, where he’s accused of making false and misleading statements that drove down Twitter’s stock price before he bought the social media platform for $44 billion in 2022. The lawsuit was filed in October 2022 in the U.S. District Court for the Northern District of California on behalf of Twitter shareholders who sold the stock between May 13 and Oct. 4, 2022, a few weeks before Musk’s purchase of Twitter was finalized. It claims Musk violated federal securities laws by making false, public statements that “were carefully calculated to drive down the price of Twitter stock.” The billionaire Tesla CEO reached a deal to buy Twitter and take it private in April 2022. On May 13, however, he declared his plan “temporarily on hold” and said he needs to pinpoint the number of spam and fake accounts on the platform. Twitter’s stock tumbled as a result. A few days later, he tweeted that the deal “cannot go forward” and claimed that almost 20% of Twitter accounts were “fake,” according to the lawsuit. Musk’s May 13 tweet—“Twitter deal temporarily on hold pending details supporting calculation that spam/fake accounts do indeed represent less than 5% of users”—was “false because the buyout was not, in fact, ‘temporarily on hold,’” the lawsuit says. That’s because Twitter did not agree to put the deal on hold, and there was nothing in the merger agreement the two parties signed that allowed Musk to put it on hold, according to the lawsuit. In the following weeks, Musk continued to try to delay or get out of the deal, which the lawsuit claims he did in the form of false, disparaging statements about Twitter’s business that drove the San Francisco company’s stock down sharply. In July 2022, Musk doubled down on the bots issue and said he would abandon his offer to buy Twitter after the company failed to provide enough information about the number of fake accounts. That’s even though the lawsuit notes that Musk waived due diligence for his “take it or leave it” offer to buy Twitter. That means he waived his right to look at the company’s nonpublic finances. The stock closed at $36.81 on July 8, when Musk tweeted he was abandoning the deal over the fake accounts issue. That’s 32% below Musk’s offer price of $54.20 per share. “To try to renegotiate the price or delay the merger, Musk made materially false and misleading statements and omissions, and engaged in a scheme to deceive the market, all in violation of the law,” the lawsuit says. The problem of bots and fake accounts on Twitter wasn’t new. The company had paid $809.5 million in 2021 to settle claims it was overstating its growth rate and monthly user figures. Twitter also disclosed its bot estimates to the Securities and Exchange Commission for years, while also cautioning that its estimate might be too low. Twitter sued Musk to force him to complete the deal, and Musk countersued. On Oct. 4, Musk offered to go through with his original proposal to buy Twitter for $44 billion, which Twitter accepted. The deal closed later that month. In the ensuing months, Musk slashed the company’s workforce, gutted its trust and safety team and rolled back content moderation policies. In July 2023, he renamed Twitter as X. This isn’t the first time that Musk has been dragged into court to defend himself against allegations of duping investors with his social media posts. Three years ago, Musk spent about eight hours testifying in a San Francisco federal trial about his plans to buy Tesla—the electric automaker that he still runs as publicly traded company—for $420 per share in a proposed 2018 deal that never materialized. A nine-member jury absolved Musk of wrongdoing in that case. —Barbara Ortutay and Michael Liedtke, AP technology writers View the full article

PPC platforms are asset-hungry. What began as simple text ads and keyword bidding has evolved into an AI-driven ecosystem. Tools inside Google Ads can now remove backgrounds, generate lifestyle scenes, and even create synthetic humans in minutes. But just because the technology allows it doesn’t mean every brand should use it. That shift forces PPC advertisers to confront difficult questions: Are you willing to trade efficiency for authenticity? How far up the stack should your brand let AI operate? If clients knew exactly where and how you were using AI, would they trust you, or would they question you? A brand integrity hierarchy offers a way to navigate those decisions — a four-level framework that helps determine how much AI manipulation your brand, industry, and audience can tolerate. Why PPC needs its own AI ethics framework Generic AI ethics guidelines don’t account for the operational realities of paid search. PPC isn’t a brand storytelling channel. It’s a high-volume, high-velocity system that demands constant image production across dozens of audiences, formats, and placements. You must generate fresh lifestyle imagery at a pace traditional creative workflows can’t sustain. At the same time, Google and Bing enforce strict policies around accurate product representation, especially in Merchant Center, where even minor visual inaccuracies can trigger disapprovals or account risk. Layer on top of that the platform pressure. Google Ads added Nano Banana Pro, turning Asset Studio into an AI co-creation environment. Performance Max actively pushes you toward AI-generated backgrounds, variations, and lifestyle images to improve performance. Demand Gen and Merchant Center also now have capabilities to change product images at scale. Most brands can’t afford the photoshoots required to keep up with this demand, yet the volume and placement of images across channels make them unavoidable if you want to compete. This combination of policy risk, creative pressure, and platform-promoted tools is unique to PPC — which is exactly why the industry needs its own AI ethics framework. Dig deeper: What’s next for PPC: AI, visual creative and new ad surfaces Your customers search everywhere. Make sure your brand shows up. The SEO toolkit you know, plus the AI visibility data you need. Start Free Trial Get started with Level 1 – The core (zero risk): The absolute truth Definition: The product and the human exactly as they exist in reality. Permitted activities: Upscaling resolution. Cropping for fit. Color correction. Non-generative background cleanup (removing dust, adjusting lighting). PPC context: This level is fully compliant with Google and Microsoft’s “accurate representation” policies. Merchant Center explicitly permits technical edits that don’t alter the product itself. This is the safest zone for regulated industries such as finance, healthcare, legal services, and brands with strict authenticity standards. Client talk-track: “We’re using AI to make your reality look its best on every screen size. We aren’t changing what the product is, only how it’s displayed.” Risk assessment: Zero brand risk. Zero policy risk. Maximum consumer trust. I think about Level 1 the same way I think about working with a graphic designer in Photoshop. You’re not changing the product, the setting, or the truth — you’re simply cleaning up what already exists. This level is about technical refinement, not creative invention. It’s the equivalent of adjusting lighting, removing dust, fixing a crooked crop, or correcting color balance. Nothing about the image becomes “untrue.” You’re enhancing reality, not altering it. Level 2 – The inner ring (low risk): Contextual narrative Definition: AI-generated environment, not AI-generated product. Permitted activities: Generative backgrounds (e.g., placing a watch on a mountain backdrop). Removing visual distractions (e.g., power lines, litter, unrelated objects). Seasonal or thematic settings (e.g., holiday scenes, office environments). Generic commodity generation (e.g., coffee beans, grain, raw materials, not branded products). Google Ads context: Performance Max’s AI background generation is designed for this level. Google allows contextual enhancement as long as the product remains unchanged. This approach is useful for scaling creative variations without expensive location shoots or studio rentals. Risks: Cultural mismatch. AI-generated settings may not reflect the target audience’s reality. Unrealistic or off-brand environments. Requires human review for brand consistency. Client talk-track: “We’re using AI to build a world for your product to live in. The product the customer receives is identical to the one in the ad.” Risk assessment: Low brand risk. Low policy risk. Maintains consumer trust if executed thoughtfully. Level 2 sits in an odd psychological space. The manipulations themselves are still low-risk. You’re creating scenes, composites, or enhanced environments the same way a graphic designer would in Photoshop. Brands have been doing this manually for decades. But the moment AI performs the same task, something shifts. To customers, and even to some advertisers, the exact same edit can feel more artificial simply because an algorithm did it instead of a human. That perception gap matters. Even when the output is identical, AI-assisted scene creation can trigger a sense of “this looks fake” that traditional Photoshop work never did. It’s irrational, but it’s real and worth acknowledging at this second tier. The actual risk is still low, but the emotional risk is higher than Level 1. Dig deeper: AI tools for PPC, AI search, and social campaigns: What’s worth using now Get the newsletter search marketers rely on. See terms. Level 3 – The outer ring (high risk): Subject augmentation Definition: Altering the “hero” — the product or the person. Activities: Beautification filters on models. Slimming or reshaping human subjects. Altering food textures to appear more appealing. Removing “imperfections” from products. Making products appear more premium than they are. PPC industry context: The platforms prohibit misleading or manipulated product imagery. Merchant Center disapprovals often occur at this level. High sensitivity exists in beauty, apparel, food, and health categories, where consumer expectations are tied directly to visual accuracy. Recent consumer trust studies show that users feel deceived when they discover product images have been significantly altered. This is a policy concern, more so a brand reputation issue. Half of U.S. adults (51%) believe AI-generated and edited content needs better labeling, CNET reports. One in five (21%) believe AI content should be prohibited on social media with no exceptions. Risks: High PR risk (e.g., press call-out moments). High policy risk (e.g., disapprovals, account suspension). High consumer trust risk (e.g., returns, negative reviews). Client talk-track: “This is where we risk the ‘press call-out.’ If we remove a model’s birthmark or make a burger look like a 3D render, we aren’t optimizing — we’re fabricating.” Risk assessment: High brand risk. High policy risk. Potential for long-term damage to consumer trust. Level 3 moves into territory where the image no longer reflects the real person or product. And yes, brands have been doing this in Photoshop for years, and they’ve been called out for it just as long. There’s precedent, and there’s backlash. What changes at Level 3 is scale. AI lets you make edits instantly, repeatedly, and across entire product catalogs or campaigns. The ethical risk isn’t new, but the volume and speed at which AI enables these distortions make the consequences far bigger. A single questionable Photoshop edit is one thing. Hundreds of AI-altered images pushed across every channel is something else entirely. This is where the risk stops being theoretical and starts becoming reputational — and where paid search teams need a clarified stance. Level 4 – The edge (critical risk): Full fabrication Definition: Synthetic humans, synthetic products, or fully AI-generated scenes. Activities: AI-generated models. Virtual influencers. Products that don’t exist. Entirely fabricated lifestyle scenes with no real-world basis. PPC context: Synthetic humans are allowed in some formats with proper disclosure, but Merchant Center prohibits listing products that don’t exist. There is a high risk of disapproval for “inaccurate representation.” This level may be acceptable for creative testing or conceptual campaigns, but it’s dangerous as a primary brand identity. Legal precedents regarding copyright protection for non-human-authored creative works remain murky. Using fully synthetic assets may cause challenges if ownership disputes arise or if synthetic models are mistaken for real individuals without proper disclosure. Risks: Maximum brand risk. Maximum policy risk. Maximum consumer trust risk. Potential long-term damage to “trust equity.” Client talk-track: “This is for high-speed testing or fringe creative. If we use this for our main brand identity, we must be prepared for the ‘inauthentic’ label.” Risk assessment: Critical brand risk. Critical policy risk. Use with extreme caution and full disclosure. Level 4 is where AI stops enhancing reality and starts inventing it. The image becomes a construction. While I haven’t personally worked with brands operating at this tier, it’s absolutely where the industry could be headed, and it deserves serious consideration. Fully fabricated imagery can mislead customers, violate platform policies, and erode trust at scale. When AI creates people, products, or environments from scratch, the line between creative expression and consumer deception becomes razor-thin. The reputational fallout from getting this wrong is far greater than anything in Levels 1 through 3. This is the highest-risk tier because it asks a fundamental question: Are you still advertising your product or an AI-generated fiction of it? Brand alignment: Defining your North Star Not every brand should operate at the same level of the brand integrity scale. Your acceptable AI usage depends on four factors. 1. Define your non-negotiables Every brand must choose its acceptable level(s) on the scale and document it in a brand AI manifesto for PPC. Examples: Dove (authenticity-driven beauty brand): Level 1 only. Tech-forward DTC brand: Levels 2-3 acceptable with clear disclosure. Ecommerce aggregator: Levels 1-2 for product listings, Level 3 for lifestyle content. Action: Create a PPC brand AI manifesto in collaboration with creative, legal, and executive leadership. 2. The press test vs. the policy test Two critical questions should guide every AI decision: Policy test: “Will the platform approve this?” Press test: “Would we be proud if The Verge covered this?” The press test is the real guardrail. Google’s policies change. Public perception is permanent. 3. Human-in-the-loop protocol Every AI-assisted asset must be checked for: Material deception: Does this misrepresent the product or service? Identity erasure: Does this erase diversity or cultural authenticity? Cultural hallucinations: Does this AI-generated scene reflect reality or stereotype? Product accuracy: Does the ad show what the customer will actually receive? Automated AI generation should never bypass human review, especially in regulated verticals. 4. Align with your customer base Different audiences have different tolerances for AI manipulation: Gen Z: Values “perfectly imperfect” authenticity. Responds negatively to over-polished imagery. B2B: Prioritizes clarity and utility. AI-generated backgrounds are acceptable. Synthetic humans less so. Retail: Authenticity directly impacts conversion rates. Product accuracy is non-negotiable. Dig deeper: Why creative, not bidding, is limiting PPC performance Operationalizing the brand integrity circle inside PPC ads Creative workflow Implement a pre-flight checklist for AI-generated assets: Identify the level: Core, inner ring, outer ring, or edge Apply the press test: Would we defend this publicly? Check for bias: Does this asset represent your audience accurately? Verify product accuracy: Is this what the customer will receive? Document disclosure: If synthetic humans are used, is this disclosed? Media workflow Safe placements for AI-generated assets Performance Max (with contextual backgrounds). Demand Gen (lifestyle scenes). YouTube thumbnails (conceptual creative). Unsafe placements Merchant Center product images (Level 1 only). Regulated verticals (finance, healthcare, legal). Sensitive categories (beauty, weight loss, medical devices). Legal workflow Legal teams should: Review synthetic human usage for disclosure compliance. Validate product accuracy claims. Approve the brand AI manifesto. Maintain documentation for regulatory audits. Industry standards and emerging frameworks, such as the Coalition for Content Provenance and Authenticity (C2PA), are establishing transparency protocols for AI-generated media. Monitor these developments and align your practices accordingly. What the PPC community thinks Some PPC professionals are already experimenting with the tools discussed in this framework. Ameet Khabra, owner of Hop Skip Media, tested Nano Banana when it first appeared inside the Google Ads interface. She found the tool useful for ideation and quick edits, but noted that strong results often required highly specific prompts. That level of prompt detail may be realistic for experienced advertisers, but it’s less likely for many SMBs experimenting with AI-generated assets. “I think it’s a great tool to use for ideation and potentially quick edits,” Khabra said. “But I would still have a graphic designer creating the final product.” Even when AI imagery is available, some advertisers remain skeptical of how it appears to audiences. Julie Friedman Bacchini, owner of Neptune Moon, says AI-generated images often look noticeably artificial. “I don’t like AI images because they look like AI and that’s off-putting to me,” Bacchini said. “It can be hard to avoid. Even when you’re trying to use stock photos, there are so many AI images on those sites too.” To understand how people outside the industry view these changes, I also polled the community on Threads. The sentiment was strikingly consistent: while the industry focuses on efficiency, the public is increasingly wary of fantasy versus reality. One commenter wrote: “False advertising. That seems like a pretty big concern. As a consumer, I actually would like to see the real thing I’d be buying.” Another described the issue more bluntly: “Bait and switch. Fantasy versus reality. Falsehood versus the truth.” Your customers search everywhere. Make sure your brand shows up. The SEO toolkit you know, plus the AI visibility data you need. Start Free Trial Get started with Master the spectrum, don’t avoid it AI isn’t inherently deceptive. Nor is it inherently transparent. It’s a tool. Like all tools, its ethical impact depends on how it’s used. As PPC experts with access to these technologies and advisory roles with brands, we need a clear point of view to guide these decisions. The brand integrity scale outlined above provides a structured approach to AI use in PPC, helping you navigate the tension between automation and authenticity. By defining your brand’s position on this spectrum today, you ensure tomorrow’s campaigns are remembered for their resonance. Adopt ethical AI standards — define your brand AI manifesto, implement the press test, and ensure every AI-generated asset passes human review before it reaches your audience. Your brand’s integrity depends on it. View the full article

Apple’s new 13-inch laptop, the MacBook Neo, is a cheap MacBook in the era of expensive PCs, when AI’s endless appetite for memory has caused the price of computers to skyrocket. Its $599 starting price isn’t much more than what a couple of sticks of DDR5 will cost these days. The secret to the low price? The Neo isn’t driven by your typical laptop chipset, but the same architecture inside your iPhone. It’s an iPhone with a 12.9-inch screen and keyboard. But the Neo design is largely based on nostalgia. Its colorful anodized aluminum computer body—a callback to the classic iPod minis and nanos so coveted by gen Z and Alpha—is more a retro-release than something new. Much like the Nike Dunk is a cheaper, colorful take on a Jordan, the MacBook Neo is less a design innovation than a play for cash-strapped young consumers who can’t swing the cost of a traditional MacBook let alone a Pro. To understand the Neo, let’s look at the brutal reality of the 2026 computer market: Global PC shipments are projected to drop by 10.4% this year, the “sharpest decline in over a decade,” says Tom’s Hardware, with consumer sales tanking as pandemic-era tech hoarding fades. Furthermore, Apple’s laptop grip on the youth may be slipping. UC Davis demographic data reveals Mac ownership among college students plummeted from a peak of nearly 50% in 2022 down to just 37.3% in 2025 (the cheap PCs and Chromebooks may have something to do with this). Yet, laptop ownership itself remains near universal among that exact same demographic at 96.3%. The kids are absolutely still buying clamshells for schoolwork. And Gen Z in particular is driven by aesthetics, prioritizing design sleekness and color options when upgrading their hardware. The Neo is Apple’s $599 calculated strike to win back those exact buyers. Logistic innovation, computer stagnation Delivering a highly capable machine for $599 (and within Apple’s generous profit margins) is an absolute miracle of corporate logistics. We live in an age where artificial intelligence is drastically inflating the cost of building electronics. Chipmakers have redirected their factories to build high-bandwidth memory for AI servers, leaving mobile random access memory—the temporary digital workspace a computer needs to hold the information it is actively thinking about—in incredibly short supply. The crisis is so severe that Apple was recently forced into emergency negotiations with Samsung, reportedly accepting a massive 100% price hike on memory modules on the spot just to secure inventory. Getting a 2.7-pound fanless computer with an A18 Pro processor—the exact same microscopic silicon brain that powers their latest mobile devices—and up to 16 hours of battery life for six hundred bucks is unprecedented value in this hostile economic climate. To bait the trap for the new gens, the Apple design team seems to have dug deep into its own history. The Neo comes encased in brightly colored anodized aluminum, offering shades like blush, indigo, silver, and citrus, a direct aesthetic descendant of the classic iPod minis and nanos. People are so tired of endless streaming that those vintage music players have recently become fashion accessories for the youth, serving as physical symbols of a simpler, more tactile technological past. By wrapping a barebones laptop in those exact same semiotics, Apple is deliberately positioning this cheap machine as classic, authentic tech to lure in a budget-constrained generation. At its presentation in NY today, the Cupertino brass made a big point about how the Neo integrates seamlessly with the iPhone, highlighting features like Handoff—which lets you start a task on your phone and finish it on the laptop—and universal copy-pasting. They even touted a feature that mirrors the phone’s screen directly onto the Neo’s 2408-by-1506 pixel liquid crystal display, a screen technology that uses precise electric currents to manipulate light through millions of tiny color filters. But this supposed synergy is a marketing mirage. It works just like any other Mac does. There is nothing uniquely synergistic about the Neo. Like everything else in it, the Neo is a marketing gambit. A name that implies a matrix-shattering rebirth actually delivers the exact same desktop environment we have used for a quarter of a century, macOS. It does not run a new UX that truly ties to the mobile operating system that billions of people intuitively understand. Which is fine. However, if you are targeting a generation that grew up tapping glass and swiping through apps, handing them a traditional desktop interface with floating windows, a hierarchical file system, and a trackpad pointer feels completely backwards. But hey, maybe that’s what they want. I just keep thinking that Apple could have delivered something new, a unified, touch-first user experience that matches how the iPhone generation actually interacts with digital information (but not iPad OS, please). Instead, they played it safe, and they’ll retain a split software ecosystem that will keep people juggling iOS and MacOS. Yes, Nike sold a lot of Dunks before it came back and bit ‘em, and this product could help Apple reach consumers who have been priced out of its laptops. But I’m still not sure this should be called a Neo. It doesn’t feel like the future of computing, but it’s the future we got. View the full article

While social media platforms have a habit of copying each other, there’s one area where TikTok is forging its own path. TikTok doesn’t use end-to-end encryption (E2EE) for direct messages, the BBC reports. In contrast, the security measure is used by Meta Platforms for services like Facebook and WhatsApp. It’s also integrated into Signal, Apple, and Google’s in-device messages, and Snapchat. End-to-end encryption means only those involved in a conversation can read those messages. These other platforms argue this is critical for users’ privacy as it means the companies and law enforcement are unable to see any of the content that users send. However, in its conversation with the BBC, TikTok stated that end-to-end encryption allows for harm to users and sharing illegal content without the possibility to investigate it. TikTok instead uses standard encryption, which means certain authorized employees can access messages. This step might occur in cases such as a prompt from law enforcement officials. Notably, TikTok’s security has long been called into question thanks to its Chinese owner ByteDance. In January, TikTok’s U.S. ownership transferred to an American subsidiary consisting of backers like Oracle founder Larry Ellison. Fast Company has reached out to TikTok for confirmation about its security. We will update this post if we hear back. TikTok’s stance aligns with anti-CSAM policies The platform’s line of argument follows that of many governments and child protection charities. “We believe personal security is extremely important and support efforts to improve online privacy,” the U.S. National Center for Missing and Exploited Children states. “But, if this solution is implemented with no exceptions for detecting child sexual exploitation, millions of incidents of abuse will remain hidden, leaving these young victims without any help or protection from these horrific crimes.” The U.K. government takes a similar stance: “Intentionally implementing E2EE without necessary safety features will blind social media companies to the child sexual abuse material that is being repeatedly shared on their platforms. “We are not asking companies to stop the implementation of E2EE across their messaging services,” the U.K. government’s statement continues. “We are instead urging all social media companies to implement sufficient child safety measures on their messaging platforms that will maintain and/or enhance the identification and prevention of child sexual abuse.” View the full article

Bombs are falling across the Middle East as the United States and Israel try to bring Iran to heel. But while physical infrastructure is toppling in Iran, the country’s digital armies are still fighting with force. Groups linked to the Iranian regime have hit Jordanian gas firms, as well as businesses in the UAE and Qatar, as part of its Great Epic cyber offensive. Countries including the UK, whose military base in Cyprus has been hit by Iran-linked missiles, have begun warning businesses to prepare for possible Iranian cyberattacks. That raises a bigger question: How did Iran become such a formidable force in cyberwarfare, and to what end? A cyber shock to the system Iran’s cyber prowess today stems in part from an earlier attempt to cripple its capabilities. In 2010, the United States and Israel reportedly launched the Stuxnet virus against Iran’s Natanz nuclear facility, destroying centrifuges and setting back the country’s nuclear program. (Both countries have denied involvement in the attack.) The attack was widely seen as the first true cyberweapon used against real-world infrastructure—and a wake-up call to Iran about the destructive potential of digital warfare. The intervention, unprecedented at the time, was designed to delay or halt Iran’s nuclear ambitions. It may well have succeeded in that. But it also pushed Iran to focus on another form of combat: cyberspace, inspired by the way it had been attacked. “Being on the receiving end of what was the world’s first true cyber weapon showed Iran exactly what was possible then and in the future,” says Jake Moore, global cybersecurity advisor at ESET, a cybersecurity firm. In response, Iran moved aggressively to build its cyber capabilities. The country established governance and coordination structures—including the Supreme Council of Cyberspace in 2012—to advance its goals, while also sponsoring advanced persistent threat (APT) groups through the Islamic Revolutionary Guard Corps and the Ministry of Intelligence. Iran’s cybersecurity budget increased by 1,200% between 2012 and 2015, according to contemporaneous reports. A glut of technical talent Iran has also benefited from a strong base of technical talent, some of which has been directed toward offensive cyber operations. “Iran is one of the top countries for producing software and computer engineers,” says Mo Hoseini, head of resilience at ARTICLE 19, a human rights organization focused on digital rights. Those APT groups saw significant successes throughout the 2010s. Some of the most notable—the APT33 and OilRig groups—conducted long-running campaigns targeting the aerospace and energy sectors. The U.S. ended up sanctioning a number of individuals believed to be linked to those groups in 2024. But it’s not only formally organized groups that pose risks. Analysts have tracked more than 120 hacktivist groups allied with Iran that operate independently, any of which only need to get lucky once to sow chaos. A battlefield without borders The ability to attack digitally has become a more strategic asset for Iran, allowing it to project power despite military constraints and economic pressure from sanctions. That dynamic helps explain why Tehran has invested so heavily in cyber capabilities and why Iranian-linked groups continue to appear at the center of major incidents. Support from other adversarial states has also played a role, says Hoseini. “We’ve seen over the years a lot of influence from China and Russia,” he explains, noting that Iranian cyber operations often mirror Russian tactics and appear to involve exchanges of technical knowledge. That knowledge sharing also extends to Iran’s supporters abroad, which could make efforts to curb the country’s cyber capabilities more difficult than countering its conventional weapons. That’s in part because Iran has invested time and money into supporting young Iranians to go abroad, then effectively blackmailing them into becoming spies for the regime. “They’ve been sending loads of pro-regime supporters on the scholarship program abroad, and now they have jobs in tech companies,” says Hoseini, pointing to the February arrest of three people alleged to have secured jobs in Silicon Valley firms and transferred confidential information to hostile countries, including Iran. “They have resources, at least for now,” he adds. “But how they can hold this ground, coordinate, and execute will become more of a question mark in the coming weeks.” View the full article

Grasping the current SBA loan rates is vital for making informed financing decisions. The rates differ based on the loan type, such as the SBA 7(a), 504, or microloans, with varying interest percentages and fees. For instance, SBA 7(a) loans can range from 12% to 15%, whereas 504 loans typically fall between 5% and 7%. Knowing how these rates and associated fees affect your total borrowing costs is significant. Let’s explore the specifics of each loan type and what you need to take into account. Key Takeaways SBA 7(a) loan rates range from 12% to 15%, depending on loan size and type, with variable rates from 10% to 13.5%. SBA 504 loan rates typically range from 5% to 7%, linked to the 10-year U.S. Treasury note. SBA microloan rates range from 8% to 13%, with average loan sizes around $13,000, capped at $50,000. SBA Express loans have fixed or variable rates capped at Prime + 4.5% for loans over $50,000. Loan fees, including upfront guaranty fees, can significantly affect total borrowing costs, so understanding them is essential. Current SBA Loan Interest Rates When you’re considering an SBA loan, it’s important to comprehend the current interest rates, as they can greatly impact your borrowing costs. SBA 7(a) loan rates now range from a maximum fixed rate of 12% to 15%, depending on the loan size. For loans under $25,000, the fixed rate is capped at 15%, whereas those over $250,001 can secure a maximum fixed rate of 12%. Variable rates vary from 10% to 13.5%. If you’re looking into microloans, which are limited to $50,000, expect interest rates between 8% and 13%. For SBA Express loans exceeding $50,000, variable rates may reach up to 4.5% over the Prime rate. To help you navigate these options, using an SBA 7a loan calculator can provide clarity. If you’re exploring MD MD Bank SBA loans, comprehending these rates will guide your financial decisions effectively. SBA 7(a) Loan Rates SBA 7(a) loan rates play an essential role in determining your overall borrowing costs, so comprehending these rates is fundamental. These loans can have fixed or variable rates, with maximum fixed rates ranging from 12% to 15%, depending on the loan size. For amounts of $25,000 or less, the fixed rate caps at 15%, whereas those between $25,001 and $50,000 are limited to 14%. If you’re considering variable rates, they can reach up to 13.5% for loans of $50,000 or less, but drop to a maximum of 10% for loans exceeding $350,001. The SBA 7(a) program allows loans up to $5 million, with the SBA guaranteeing 85% for loans under $150,000 and 75% for larger amounts. Currently, variable rates are typically set above the Prime rate of 7.00%, resulting in effective rates that fall between 10% and 15%. SBA 504 Loan Rates When considering SBA 504 loans, you’ll notice interest rates typically range from 5% to 7%, closely linked to the 10-year U.S. Treasury note. These loans require a minimum down payment of 10% and often involve collateral, usually the assets being financed, along with personal guarantees from borrowers. With repayment terms spanning 10, 20, or even 25 years, comprehending these factors is essential for making informed financial decisions. Interest Rate Trends As interest rates fluctuate in the broader economy, comprehending the trends for SBA 504 loan rates becomes crucial for potential borrowers. Typically, these rates range from 5% to 7%, aligning closely with the 10-year U.S. Treasury note. As of November 2025, you can expect effective interest rates of approximately 5.77% for a 10-year term, 5.98% for a 20-year term, and 5.92% for a 25-year term. It’s essential to recognize that SBA 504 loans require collateral, usually the assets being financed, alongside personal guarantees from principal borrowers. Moreover, a minimum down payment of at least 10% of the project cost is required. Repayment Terms Explained Understanding the repayment terms of SBA 504 loans is vital for managing your business’s finances effectively. These loans offer repayment periods of 10, 20, or 25 years, giving you flexibility in handling payments. With interest rates typically between 5% and 7%, tied to the 10-year U.S. Treasury note, it’s important to budget accordingly. A minimum down payment of 10% is required, ensuring you have some equity in the financed asset. Monthly payments are structured without balloon payments, promoting consistent repayment schedules. Here’s a summary of key aspects: Repayment Term Interest Rate Down Payment 10 Years 5%-7% 10% 20 Years 5%-7% 10% 25 Years 5%-7% 10% Eligibility Requirements Overview Comprehending the eligibility requirements for SBA 504 loans is essential if you’re considering this financing option for your business. First, you’ll need a minimum down payment of 10% of the project cost, which may increase based on your creditworthiness and business type. Usually, collateral is required, typically in the form of the assets you’re financing. Furthermore, personal guarantees from principal borrowers are necessary to guarantee accountability. The maximum loan amount stands at $5 million, with select projects eligible for up to $5.5 million. Finally, interest rates commonly range from 5% to 7%, linked to the 10-year U.S. Treasury note, making SBA 504 loans a competitive choice for your long-term investment needs. SBA Microloan Rates When exploring SBA Microloan rates, you’ll find that interest rates typically range from 8% to 13%, depending on the lender’s cost of funds. Loans over $10,000 incur a rate of 7.75% above that cost, whereas smaller loans come with an 8.5% rate. Comprehending this structure is crucial as you consider eligibility and navigate the application process for these accessible loans, which can support various small business needs. Microloan Interest Rate Structure Comprehending the interest rate structure of SBA Microloans is crucial for small business owners seeking financial support. These loans are capped at $50,000, with an average loan size around $13,000, typically used for equipment, supplies, and working capital. Interest rates vary based on the loan amount: for loans over $10,000, the rate is 7.75%, whereas loans of $10,000 or less carry an 8.5% rate. Repayment terms extend up to six years, requiring monthly payments without balloon payments. This structure allows for manageable budgeting for your business. The SBA Microloan program aims to stimulate entrepreneurship by providing accessible funding through nonprofit organizations that additionally offer business training and support, making it a valuable resource for small businesses and non-profits. Eligibility and Application Process Comprehending the eligibility and application process for SBA Microloans is crucial for small business owners looking to secure funding. To qualify, you need to demonstrate your ability to repay the loan and provide a solid business plan. These loans target startups and small businesses, offering amounts up to $50,000, with an average of around $13,000. Interest rates range from 7.75% to 8.5%, depending on the loan size, and repayment terms typically don’t exceed six years, requiring monthly payments. Applications are processed through nonprofit community-based organizations, which may as well offer technical assistance and training. Grasping these elements can help streamline your application and improve your chances of getting the funding you need. SBA Express Loan Rates SBA Express loan rates offer small business owners a competitive financing option that’s both accessible and efficient. With a maximum loan amount of $500,000, these loans provide quicker access to capital compared to traditional SBA loans. The interest rates can be either fixed or variable; loans over $50,000 are capped at Prime + 4.5%, while those of $50,000 or less are capped at Prime + 6.5%. The application process for SBA Express loans is expedited, permitting you to receive funding three to four weeks faster than through non-Preferred Lender Program loans. You can use these funds for various business needs, such as working capital, inventory, or equipment purchases. Furthermore, since SBA Express loans are backed by the government, they typically require less equity, enhancing the accessibility of funding for small businesses. This makes them an appealing choice for entrepreneurs looking to grow their operations. How SBA Loan Rates Are Set How are SBA loan rates established? SBA loan rates primarily hinge on the daily prime rate set by the Federal Reserve, which acts as a base for variable rate calculations. The maximum interest rates for SBA 7(a) loans differ based on loan size. Here are some key points to take into account: Fixed rates are capped between 12% and 15%, depending on the loan amount. Variable rates can range from 10% to 13.5%, additionally influenced by the loan size and tied to the prime rate. The SBA publishes maximum fixed interest rates monthly, guiding lenders to maintain competitive borrowing costs. Rates are negotiated between you and lenders, ensuring flexibility. The SBA’s guarantee on a portion of the loan lowers risk for lenders, making it easier for you to secure funding. Understanding these factors can help you navigate the loan process more effectively. Typical SBA Loan Fees When considering an SBA loan, it’s important to comprehend that you may face various fees in addition to the interest charges. One of the primary fees is the upfront SBA Guaranty Fee, which varies based on the loan’s maturity and amount. For SBA 7(a) loans with a maturity of 12 months or less, this fee is set at 0.25% of the guaranteed portion of the loan. If your loan has a maturity exceeding 12 months, the fee structure changes. For loans up to $1 million, you’ll incur a fee of 3.5% on the guaranteed portion. For loans exceeding $1 million, additional percentages apply, further increasing your total fees. These fees contribute considerably to the overall cost of borrowing, so it’s essential to factor them in alongside interest rates when evaluating your options for an SBA loan. Grasping these fees will help you make a more informed decision. Frequently Asked Questions What Are Current SBA 7A Loan Rates? Current SBA 7(a) loan rates vary based on the loan amount. For loans up to $25,000, fixed rates can reach 15%, whereas those over $250,000 drop to 12%. Variable rates range from 10% to 13.5%, linked to the prime rate. Loans between $25,001 and $50,000 have a maximum fixed rate of 14%, and for amounts between $50,001 and $250,000, it’s capped at 13%. Negotiation within these limits is possible. What Is the 20% Rule for SBA? The 20% Rule for SBA loans requires that at least 20% of your business’s ownership be held by U.S. citizens or lawful permanent residents. This rule guarantees that SBA financing primarily supports domestic ownership. If you hold less than 20% ownership, you mightn’t qualify for the full benefits of SBA loans. When applying, it’s essential to document your ownership structure accurately to comply with this requirement and secure potential financing. What Is a Good Interest Rate for an SBA Loan? A good interest rate for an SBA loan varies based on the type and size of the loan. For SBA 7(a) loans, rates range from 10% to 15%. Loans under $25,000 are capped at 15%, whereas those between $25,001 and $50,000 have a maximum of 14%. If you’re considering an SBA 504 loan, expect fixed rates between 5% and 7%. Microloans typically fall within 8% to 13%, depending on the lender. How Hard Is It to Get an SBA 7A Loan? Getting an SBA 7(a) loan can be challenging. You’ll need to prepare detailed financial documents, a solid business plan, and personal financial statements. Lenders prefer a credit score of at least 650, and collateral is often required for loans over $150,000. The process can take several weeks to months, depending on the lender and the completeness of your application. Although smaller loans may have fewer requirements, thorough preparation is crucial for success. Conclusion In conclusion, grasping current SBA loan rates and associated fees is crucial for making informed borrowing decisions. The rates vary considerably depending on the loan type, with 7(a) loans often having higher interest rates compared to 504 loans and microloans. Furthermore, be aware of fees, especially for loans under $1 million, as they can impact your overall costs. By researching and comparing options, you can better navigate the SBA loan environment and choose the best financing solution for your needs. Image via Google Gemini and ArtSmart This article, "Top 7 SBA Loan Rates Now: What to Know" was first published on Small Business Trends View the full article

Grasping the current SBA loan rates is vital for making informed financing decisions. The rates differ based on the loan type, such as the SBA 7(a), 504, or microloans, with varying interest percentages and fees. For instance, SBA 7(a) loans can range from 12% to 15%, whereas 504 loans typically fall between 5% and 7%. Knowing how these rates and associated fees affect your total borrowing costs is significant. Let’s explore the specifics of each loan type and what you need to take into account. Key Takeaways SBA 7(a) loan rates range from 12% to 15%, depending on loan size and type, with variable rates from 10% to 13.5%. SBA 504 loan rates typically range from 5% to 7%, linked to the 10-year U.S. Treasury note. SBA microloan rates range from 8% to 13%, with average loan sizes around $13,000, capped at $50,000. SBA Express loans have fixed or variable rates capped at Prime + 4.5% for loans over $50,000. Loan fees, including upfront guaranty fees, can significantly affect total borrowing costs, so understanding them is essential. Current SBA Loan Interest Rates When you’re considering an SBA loan, it’s important to comprehend the current interest rates, as they can greatly impact your borrowing costs. SBA 7(a) loan rates now range from a maximum fixed rate of 12% to 15%, depending on the loan size. For loans under $25,000, the fixed rate is capped at 15%, whereas those over $250,001 can secure a maximum fixed rate of 12%. Variable rates vary from 10% to 13.5%. If you’re looking into microloans, which are limited to $50,000, expect interest rates between 8% and 13%. For SBA Express loans exceeding $50,000, variable rates may reach up to 4.5% over the Prime rate. To help you navigate these options, using an SBA 7a loan calculator can provide clarity. If you’re exploring MD MD Bank SBA loans, comprehending these rates will guide your financial decisions effectively. SBA 7(a) Loan Rates SBA 7(a) loan rates play an essential role in determining your overall borrowing costs, so comprehending these rates is fundamental. These loans can have fixed or variable rates, with maximum fixed rates ranging from 12% to 15%, depending on the loan size. For amounts of $25,000 or less, the fixed rate caps at 15%, whereas those between $25,001 and $50,000 are limited to 14%. If you’re considering variable rates, they can reach up to 13.5% for loans of $50,000 or less, but drop to a maximum of 10% for loans exceeding $350,001. The SBA 7(a) program allows loans up to $5 million, with the SBA guaranteeing 85% for loans under $150,000 and 75% for larger amounts. Currently, variable rates are typically set above the Prime rate of 7.00%, resulting in effective rates that fall between 10% and 15%. SBA 504 Loan Rates When considering SBA 504 loans, you’ll notice interest rates typically range from 5% to 7%, closely linked to the 10-year U.S. Treasury note. These loans require a minimum down payment of 10% and often involve collateral, usually the assets being financed, along with personal guarantees from borrowers. With repayment terms spanning 10, 20, or even 25 years, comprehending these factors is essential for making informed financial decisions. Interest Rate Trends As interest rates fluctuate in the broader economy, comprehending the trends for SBA 504 loan rates becomes crucial for potential borrowers. Typically, these rates range from 5% to 7%, aligning closely with the 10-year U.S. Treasury note. As of November 2025, you can expect effective interest rates of approximately 5.77% for a 10-year term, 5.98% for a 20-year term, and 5.92% for a 25-year term. It’s essential to recognize that SBA 504 loans require collateral, usually the assets being financed, alongside personal guarantees from principal borrowers. Moreover, a minimum down payment of at least 10% of the project cost is required. Repayment Terms Explained Understanding the repayment terms of SBA 504 loans is vital for managing your business’s finances effectively. These loans offer repayment periods of 10, 20, or 25 years, giving you flexibility in handling payments. With interest rates typically between 5% and 7%, tied to the 10-year U.S. Treasury note, it’s important to budget accordingly. A minimum down payment of 10% is required, ensuring you have some equity in the financed asset. Monthly payments are structured without balloon payments, promoting consistent repayment schedules. Here’s a summary of key aspects: Repayment Term Interest Rate Down Payment 10 Years 5%-7% 10% 20 Years 5%-7% 10% 25 Years 5%-7% 10% Eligibility Requirements Overview Comprehending the eligibility requirements for SBA 504 loans is essential if you’re considering this financing option for your business. First, you’ll need a minimum down payment of 10% of the project cost, which may increase based on your creditworthiness and business type. Usually, collateral is required, typically in the form of the assets you’re financing. Furthermore, personal guarantees from principal borrowers are necessary to guarantee accountability. The maximum loan amount stands at $5 million, with select projects eligible for up to $5.5 million. Finally, interest rates commonly range from 5% to 7%, linked to the 10-year U.S. Treasury note, making SBA 504 loans a competitive choice for your long-term investment needs. SBA Microloan Rates When exploring SBA Microloan rates, you’ll find that interest rates typically range from 8% to 13%, depending on the lender’s cost of funds. Loans over $10,000 incur a rate of 7.75% above that cost, whereas smaller loans come with an 8.5% rate. Comprehending this structure is crucial as you consider eligibility and navigate the application process for these accessible loans, which can support various small business needs. Microloan Interest Rate Structure Comprehending the interest rate structure of SBA Microloans is crucial for small business owners seeking financial support. These loans are capped at $50,000, with an average loan size around $13,000, typically used for equipment, supplies, and working capital. Interest rates vary based on the loan amount: for loans over $10,000, the rate is 7.75%, whereas loans of $10,000 or less carry an 8.5% rate. Repayment terms extend up to six years, requiring monthly payments without balloon payments. This structure allows for manageable budgeting for your business. The SBA Microloan program aims to stimulate entrepreneurship by providing accessible funding through nonprofit organizations that additionally offer business training and support, making it a valuable resource for small businesses and non-profits. Eligibility and Application Process Comprehending the eligibility and application process for SBA Microloans is crucial for small business owners looking to secure funding. To qualify, you need to demonstrate your ability to repay the loan and provide a solid business plan. These loans target startups and small businesses, offering amounts up to $50,000, with an average of around $13,000. Interest rates range from 7.75% to 8.5%, depending on the loan size, and repayment terms typically don’t exceed six years, requiring monthly payments. Applications are processed through nonprofit community-based organizations, which may as well offer technical assistance and training. Grasping these elements can help streamline your application and improve your chances of getting the funding you need. SBA Express Loan Rates SBA Express loan rates offer small business owners a competitive financing option that’s both accessible and efficient. With a maximum loan amount of $500,000, these loans provide quicker access to capital compared to traditional SBA loans. The interest rates can be either fixed or variable; loans over $50,000 are capped at Prime + 4.5%, while those of $50,000 or less are capped at Prime + 6.5%. The application process for SBA Express loans is expedited, permitting you to receive funding three to four weeks faster than through non-Preferred Lender Program loans. You can use these funds for various business needs, such as working capital, inventory, or equipment purchases. Furthermore, since SBA Express loans are backed by the government, they typically require less equity, enhancing the accessibility of funding for small businesses. This makes them an appealing choice for entrepreneurs looking to grow their operations. How SBA Loan Rates Are Set How are SBA loan rates established? SBA loan rates primarily hinge on the daily prime rate set by the Federal Reserve, which acts as a base for variable rate calculations. The maximum interest rates for SBA 7(a) loans differ based on loan size. Here are some key points to take into account: Fixed rates are capped between 12% and 15%, depending on the loan amount. Variable rates can range from 10% to 13.5%, additionally influenced by the loan size and tied to the prime rate. The SBA publishes maximum fixed interest rates monthly, guiding lenders to maintain competitive borrowing costs. Rates are negotiated between you and lenders, ensuring flexibility. The SBA’s guarantee on a portion of the loan lowers risk for lenders, making it easier for you to secure funding. Understanding these factors can help you navigate the loan process more effectively. Typical SBA Loan Fees When considering an SBA loan, it’s important to comprehend that you may face various fees in addition to the interest charges. One of the primary fees is the upfront SBA Guaranty Fee, which varies based on the loan’s maturity and amount. For SBA 7(a) loans with a maturity of 12 months or less, this fee is set at 0.25% of the guaranteed portion of the loan. If your loan has a maturity exceeding 12 months, the fee structure changes. For loans up to $1 million, you’ll incur a fee of 3.5% on the guaranteed portion. For loans exceeding $1 million, additional percentages apply, further increasing your total fees. These fees contribute considerably to the overall cost of borrowing, so it’s essential to factor them in alongside interest rates when evaluating your options for an SBA loan. Grasping these fees will help you make a more informed decision. Frequently Asked Questions What Are Current SBA 7A Loan Rates? Current SBA 7(a) loan rates vary based on the loan amount. For loans up to $25,000, fixed rates can reach 15%, whereas those over $250,000 drop to 12%. Variable rates range from 10% to 13.5%, linked to the prime rate. Loans between $25,001 and $50,000 have a maximum fixed rate of 14%, and for amounts between $50,001 and $250,000, it’s capped at 13%. Negotiation within these limits is possible. What Is the 20% Rule for SBA? The 20% Rule for SBA loans requires that at least 20% of your business’s ownership be held by U.S. citizens or lawful permanent residents. This rule guarantees that SBA financing primarily supports domestic ownership. If you hold less than 20% ownership, you mightn’t qualify for the full benefits of SBA loans. When applying, it’s essential to document your ownership structure accurately to comply with this requirement and secure potential financing. What Is a Good Interest Rate for an SBA Loan? A good interest rate for an SBA loan varies based on the type and size of the loan. For SBA 7(a) loans, rates range from 10% to 15%. Loans under $25,000 are capped at 15%, whereas those between $25,001 and $50,000 have a maximum of 14%. If you’re considering an SBA 504 loan, expect fixed rates between 5% and 7%. Microloans typically fall within 8% to 13%, depending on the lender. How Hard Is It to Get an SBA 7A Loan? Getting an SBA 7(a) loan can be challenging. You’ll need to prepare detailed financial documents, a solid business plan, and personal financial statements. Lenders prefer a credit score of at least 650, and collateral is often required for loans over $150,000. The process can take several weeks to months, depending on the lender and the completeness of your application. Although smaller loans may have fewer requirements, thorough preparation is crucial for success. Conclusion In conclusion, grasping current SBA loan rates and associated fees is crucial for making informed borrowing decisions. The rates vary considerably depending on the loan type, with 7(a) loans often having higher interest rates compared to 504 loans and microloans. Furthermore, be aware of fees, especially for loans under $1 million, as they can impact your overall costs. By researching and comparing options, you can better navigate the SBA loan environment and choose the best financing solution for your needs. Image via Google Gemini and ArtSmart This article, "Top 7 SBA Loan Rates Now: What to Know" was first published on Small Business Trends View the full article

We may earn a commission from links on this page. Apple's "affordable" MacBook is official. The company revealed the "MacBook Neo" in a non-livestreamed event on Wednesday, following a series of product announcements throughout the week. Despite the hoopla, there aren't a ton of surprises here: The rumors pointed to a low-cost MacBook running an iPhone chip that came in a variety of fun colors to choose from. That's basically exactly what we got: The Neo runs the A18 Pro—the same chip as the iPhone 16 Pro—and comes in Blush (pink), Indigo, Citrus (yellow/green), and Silver. Really, the biggest surprise of the day is the price: $599, or $499 if you buy through the education store (which anyone can buy from). It's a bit unbelievable that you can buy a new MacBook for as low as $500 in 2026, especially considering that computer components are only skyrocketing in price. Back in 2008, a MacBook cost $1,099, which is just shy of $1,700 in today's money. Now, you can buy three MacBook Neos for that cost, and still have money left over for accessories. The MacBook Neo isn't perfect If you're in the market for a new MacBook, the Neo might be particularly tempting. But it really isn't the only Mac you should consider. Despite Apple's pricey reputation, you can pick up powerful Macs for very reasonable prices these days—though not necessarily through Apple itself. The company will happily sell you a MacBook Air starting at $1,099 ($999 through the education store) which is quite a bit more than the Neo. Instead, you should consider older Macs through other stores that carry them. It might sound odd, but you really might be better off with something that didn't come out this year, or even something pre-owned. Back when the Neo was just a rumor, I recommended not waiting for it. Sure, the colors sounded fun, and the price is great, but there are some serious drawbacks to consider here—first, and foremost, the underlying hardware. The A18 Pro is a capable chip for the iPhone 16 Pro, but it's unproven as a vehicle to run macOS. It's an Apple-designed chip, so there is an advantage there, but it still wasn't designed for Apple's OS in the same way the Mac's M-series chips were. We won't know exact performance specs until testers get their hands on the Neo, but my guess is the A18 Pro is not going to be a macOS workhouse—hence that ultra-low price. The Neo's RAM is also holding it back. Apple is only shipping Neos with 8GB of memory, which will be fine for most simple tasks, but not more complex ones, or for multitasking. Power users who try to push the Neo will likely run into issues with trying to run too many programs (or too many browser tabs) at once. That said, Apple knows it has a lot of users relying on 8GB of RAM, since it was the entry-level standard up until M4. Plus, that lower RAM is a huge part of what's keeping the price down. Finally, there are the nitpicky things. The keyboard, while color-matched, doesn't have a backlight, and if you're opting for the base model, you won't get Touch ID. For that, you'll need to spend another $100, though that will also double your storage (512GB instead of 256GB). There's no MagSafe, which has become a standard again on modern MacBooks, and the trackpad is mechanical rather than haptic—though that might not necessarily be better or worse. None of these things are necessarily a deal breaker, and other MacBooks have similar issues. But that doesn't mean the Neo is right for everyone in this price range. Before you hit "preorder" on Apple's website, here are a couple other options to consider. The M1 MacBook Air is still worth consideringThe M1 MacBook Air may go down in history as the best laptop Apple ever made. Not because it's the most powerful, or the sleekest design, but because this five-year-old MacBook is still going strong. If you bought one back in 2020, you might still have one, and have no real reason to upgrade. Apple doesn't make this Air any longer—in fact, it only makes the M5 option it announced this week. But you can still pick up the M1 from stores like Amazon and Walmart, often at wildly good prices. I'll point you to two options here, as possible Neo alternatives. One is the base model M1 Air, with 8GB of RAM and 128GB of storage. That's half the storage of the Neo, which could be a problem, but that sacrifice saves you even more money. Right now, Walmart has a pre-owned model for just over $350. That's tough to beat. Here's an option that does beat it: On Amazon, you can buy an M1 MacBook Air with 16GB of RAM and 256GB of storage for $515. If you can find a machine like this at that price, jump on it. Even if the A18 Pro outperforms the M1 chip in testing, that 16GB of RAM will keep this machine feeling fast for longer. I strongly suggest buying a MacBook with 16GB of RAM in 2026, so if you can pick one up at this price, go for it. The M2 MacBook Air is cheap, and a beast In the $600 to $650 range, the M2 MacBook Air is a beast. You have Apple's second-gen M-series chip, of course, but also Apple's modern MacBook design. The company hasn't really changed the look of its MacBook Airs since the M2, which means this machine looks brand-new. It comes with a brighter and larger display over the M1 Air and MagSafe charging, too. Again, Apple doesn't make this model anymore, so you need to look to the pre-owned and third-party markets here. You can find models with 8GB of RAM and 256GB of storage for $600, like this one on Amazon. 16GB of RAM would be ideal, but it's tough to find M2s with that configuration in this pricing right now, as it tends to push things into the $800 range. But that's the compromise at this price point: You get the modern form factor and the newer chip, while sacrificing the RAM. M2 with 8GB of RAM is probably going to outlast A18 Pro with 8GB of RAM when it comes to macOS. We'll need to wait for testing to be sure, but I'd bet on the chip made for macOS. The MacBook Neo is probably a great buyThis isn't to say that you shouldn't consider the Neo. In fact, it might be the right Mac for you. For one, you're getting a brand new Mac—not pre-owned or refurbished—for $499, in color options the M-series Macs have never offered. There are also some perks you don't get with M1 or M2 MacBook Airs: The M1 has a 720p FaceTime camera while M2 and Neo have a 1080p lens. The MacBook Neo has support for Wi-Fi 6E and Bluetooth 6, standards both M1 and M2 don't support. If the Neo is your jam, I'm not trying to dissuade you. Instead, I'd encourage you to wait until we know more about it. Apple opened up preorders today, but don't rush: Keep an eye out for benchmarks and real-world testing, and see how the A18 Pro compares to M1 and M2 when running macOS. View the full article

Google has removed the “design for accessibility” section from within the Understand the JavaScript SEO basics documentation. Google said this was removed because the information was “out of date and not as helpful as it used to be.” The old text said that using JavaScript for page content “may be hard for Google to see.” But Google now says that has not been true for many years, thus why Google removed the section. The old section. The old section read: “Design for accessibility: Create pages for users, not just search engines. When you’re designing your site, think about the needs of your users, including those who may not be using a JavaScript-capable browser (for example, people who use screen readers or less advanced mobile devices). One of the easiest ways to test your site’s accessibility is to preview it in your browser with JavaScript turned off, or to view it in a text-only browser such as Lynx. Viewing a site as text-only can also help you identify other content which may be hard for Google to see, such as text embedded in images.” Why it was removed. Google explained: “The information was out of date and not as helpful as it used to be. Google Search has been rendering JavaScript for multiple years now, so using JavaScript to load content is not “making it harder for Google Search”.” “Most assistive technologies are able to work with JavaScript now as well.” Why we care. While Google Search can handle JavaScript super well, it is still important for you to double check what Google Search sees by using the URL inspection tool within Google Search Console. Keep in mind, Google can handle JavaScript very well, Microsoft Bing likely can as well. But many of the new AI engines might not be able to render JavaScript as well as Google or Bing. View the full article

Google is communicating that starting April 1st, Customer Match uploads through the Google Ads API will stop working for certain users, in a message sent to API developers. Specifically, developers who haven’t uploaded Customer Match data in the past 180 days using their developer token will no longer be able to do so via the Ads API. What’s changing. If you fall into that inactive bucket, any attempt to upload Customer Match lists through the Google Ads API after April 1 will fail. Instead, Google wants you to move those workflows to the Data Manager API. The change applies only to Customer Match uploads — all other campaign management and reporting tasks should continue as normal in the Google Ads API. Why Google says it’s doing this. Google positions the Data Manager API as a more modern, unified data ingestion solution across its platforms, with stronger security protocols. It also includes features not available in the Ads API, such as confidential matching and enhanced encryption — signaling a push to centralize and better secure audience data handling. Why we care. If you or your developers haven’t touched Customer Match uploads in the last six months, this could catch you off guard. After April 1, 2026, the old workflow simply won’t work — and errors will replace uploads. The takeaway. Check whether your developer token has been used for Customer Match recently and plan a migration to the Data Manager API now, before Google flips the switch. First spotted. This announcement was shared by Paid Search specialist Arpan Banerjee who shared the message he got from Google on LinkedIn. View the full article

We may earn a commission from links on this page. The first thing you need to understand about Amazon Fire anything is that a Fire TV and a Fire TV Stick are not the same thing. Some hacks only work on Fire TVs, others only with Fire TV Sticks, and others with both. You can have a Google TV (or any kind of TV) and hook up a Fire TV Stick to it: So if you don't have a Fire TV, know that there is a simple $30 solution that can fix that. I've been using the Fire OS for many years, and although it's not my favorite, it has some pretty cool hacks that no other OS has. Amazon Fire TV Stick 4K Plus AI-Powered Streaming Stick $29.99 at Amazon $49.99 Save $20.00 Get Deal Get Deal $29.99 at Amazon $49.99 Save $20.00 55" Amazon Fire TV 4-Series 4K HDR10+ Smart TV (2025 Model) $379.97 at Amazon $459.99 Save $80.02 Get Deal Get Deal $379.97 at Amazon $459.99 Save $80.02 SEE -1 MORE Make menu navigation more detailedIf you press Fast Forward and Rewind at the same time and hold them for two seconds, you will activate the Text Banner in the navigation menu. This will make a white box appear at the bottom of the screen with more information about anything you're highlighting in the navigational menu. You can get IMDB ratings, length of movies or shows, year it was released, rating, summaries, etc. You can use the Fast Forward arrow to get more information from the banner. You also get a better menu by pressing the Menu button, which gives you a different menu option, where you can add shows or movies to your watchlist or platforms where you can stream them. Restart the Fire TV Stick quicklyFire TV Sticks and Fire TVs are mini computers, and as such, they might malfunction and need a restart from time to time. Hold the Circle and the Play/Pause button together for five seconds, and your Fire Stick will restart immediately. This is much easier than having to find the restart option on the menu or physically disconnecting it from the wall. Mirror your iPhone to the Fire TVWhile Fire TVs and Fire TV Sticks can mirror/cast Android phones natively, iPhones need to jump through hoops to do the same. Just because it's not easy doesn't mean it's not possible. You'll need to download a paid app like Screen Mirroring for Fire TV to do this for you. (There are other free alternatives (AirScreen, DoCast, LetsView), but they will restrict you in some way or another by putting ads or setting a time restriction until you pay for the app.) To get started, after you select your app, hold the Home button for five seconds and select the Mirroring option that comes up. Then open the mirroring app and make sure you're on the same network as your Fire TV. Then follow the on-screen instructions on the app. You don't need a Fire TV remote to work your Fire TVLosing your remote (or buying a used TV without a remote) doesn't mean you're screwed. There's an easy and free solution. Download the Amazon Fire TV app, which essentially turns your phone into a Fire TV remote, often with more options. You need to make sure you're on the same network as your TV to set this up. One of my favorite reasons to use this app over the physical remote is that you can type anything you're searching for on your phone rather than selecting each letter individually with the remote. Watch anything virtually for free with KodiKodi is a free, open-source media system that lets you reliably stream your entire media collection to any local device, like your Fire TV Stick. The catch is that it takes a bit to set it up, but worry not. I've gone through the steps in this tutorial to make it easy for you to install. Plex and Jellyfin are also good alternatives, as they're easy to download from the official Amazon app store (but check out our coverage for their advantages and disadvantages). Use your computer as a Fire TVIf you want to watch your Fire TV on the go or don't have a TV, playing it on your computer (Mac or PC) is helpful—especially if you've got Kodi already running on your Fire TV Stick. To set it up, you'll need to install an open-source software like OBS Studio to make this work. But you'll essentially have another method of watching your shows and movies. Use your Fire TV Stick as a computerYou can access the web through your Fire TV or Fire TV Stick, and it's surprisingly easy. Download the Amazon Silk app on your Fire TV or Stick and you'll be able to check your email, social media, or do anything you do on a browser on your TV. And if the idea of using your remote to type stresses you out, remember the Amazon Fire TV app I mentioned earlier, or you can get one of these cheap remotes to type easily. If you get really good at it, you can get to the point where you make homepage shortcuts for your favorite websites as if they were apps. Use your Alexa speaker as a hands-free remoteSometimes we have our hands full or can't find the remote or our phones in time before the preview to the next episode spoils the show for us. If you have an Alexa speaker nearby, simply use voice commands to tell Alexa to, for instance, "Pause the TV." Listen to TV with your Bluetooth headphonesMany people notice the Bluetooth feature on TV sticks and don't think much of it—but it's a powerful feature. You can connect your wireless keyboard to type out searches, hook up game pads to play games, connect your surround sound or portable speakers to it, and, most personally useful of all, connect your Bluetooth headphones to listen to shows without disturbing anyone else you live with. Go to Settings > Controllers & Bluetooth Devices > Other Bluetooth Devices > Add, and it will find any device that is in sync mode. See who's at your door right on your TVIf you have a camera that's compatible with Alexa, there's a way to get it to show up on your Fire TV. Some of these brands include: Nest, Arlo, Blink, Wyze, Logitech, Ecobee, TP-Link, Aqara, Honeywell, Kami, Reolink, Zmodo, Amcrest, Canary, Vivint, and SwitchBot. They will not all have the same level of features and on-screen options, so it's best to see what your brand is capable of doing in the Fire TV and how to set each one up correctly. View the full article

Google has long been considered the gold standard for ad spend compared to social platforms. But scale doesn’t equal immunity. Click fraud remains a persistent risk, and the safety of your budget depends entirely on where your ads are running. While Google Ads offers immense reach, its campaigns aren’t created equal. Some are significantly more exposed to malicious activity than others. To protect your margins, you must understand what constitutes click fraud, where it originates, and how to shield your campaigns. What are invalid clicks? Invalid clicks are interactions that lack legitimate consumer intent. Because they aren’t driven by real human interest, they skew performance data and drain budgets without any possibility of conversion. These clicks generally originate from four primary sources: Botnets: Networks of hijacked devices controlled by a “botmaster.” They generate massive volumes of automated traffic that mimic human behavior to inflate metrics or carry out DDoS attacks. Click farms: Large groups of low-paid workers or automated scripts tasked with manually clicking ads. They create an illusion of high engagement, misleading brands into believing a campaign is more effective than it truly is. Ad injection and malware: Malicious software that “injects” unauthorized ads into websites or forcibly redirects users. This hijacks legitimate revenue and erodes consumer trust. Pixel stuffing and ad stacking: “Invisible” fraud in which ads are served but never seen. Pixel stuffing compresses an ad into a single 1×1 invisible pixel, while ad stacking layers multiple ads on top of each other in a single slot. You pay for thousands of impressions that have zero chance of being viewed. Dig deeper: Own your branded search: Building a competitive PPC defense The rising trend of fraud The average invalid click rate across Google Ads is 11.4%, a recent study by Fraud Blocker found. The figure is climbing. That upward trend becomes clearer over time. In 2010, the average invalid click rate sat at 5.9%. By 2024, that number jumped to 12.3%. This doubling of fraud is likely driven by the increased sophistication of AI-powered bots and malware that can more effectively bypass basic security filters. Invalid click rates fluctuate based on your campaign setup. Three key factors typically drive these numbers: Industry competition: High CPC industries like legal services, insurance, and real estate are primary targets. Competitors or bots may intentionally target these campaigns to exhaust your daily budget. Targeting parameters: Overly broad keywords or targeting regions known for high botnet activity can inadvertently invite “junk” traffic. Refinement tools: Negative keywords and audience exclusions act as a shield, reducing the frequency of unintentional clicks. Your customers search everywhere. Make sure your brand shows up. The SEO toolkit you know, plus the AI visibility data you need. Start Free Trial Get started with Get the newsletter search marketers rely on. See terms. Campaign hierarchy: Which are the biggest violators? Not all Google Ads inventory carries the same level of risk. Here’s how campaign types stack up from highest to lowest exposure. The biggest risk: Google Video Partners Video Partners show the highest levels of invalid traffic since they reach beyond YouTube to Google’s network of third-party sites. Many of these sites offer zero control, racking up views from bots or “muted” placements in tiny windows where real people never see them. Display campaigns: Highly vulnerable Display ads are often plagued by low-quality “made-for-ads” or AI-built sites. In some cases, more than half of the clicks on a specific site can be invalid. While major publishers are safer, the risk across the wider network is uneven and requires constant monitoring. Shopping and Demand Gen: The automation tax These campaigns face less malicious fraud from price-checking tools, scrapers, and automated bots. While not always intended to deplete your budget, these clicks still drain spend and skew optimization data, which is particularly damaging for low-margin businesses. Performance Max: Hidden exposure While PMax scales inventory across all Google properties, it spreads risk across the entire ecosystem. Because it’s difficult to see exactly where traffic originates, even a low percentage of invalid clicks can result in significant wasted spend. Search: The safest bet Traditional Search campaigns remain the most secure. It’s much harder for bots to accurately mimic a human searching for a specific solution. However, in high CPC industries, even a 2% fraud rate can be financially painful. How to mitigate the risks Across the diverse range of industries my clients serve, I’ve identified specific patterns in how fraud manifests across different sectors. As a result, the best prescription is proactive. Address these vulnerabilities by shifting from broad, automated settings to a more refined, high-intent strategy. The following table highlights the specific patterns we monitor to lower invalid click rates: FactorHigher risk (Aggressive)Lower risk (Strict)LocationGlobal or “Presence or Interest”“Presence Only” (User is physically there)KeywordsBroad match / Generic termsExact match / Long-tail phrasesNetworksIncluding “Search Partners” and “Display”Google Search Network onlyExclusionsNo negative keywords or placement listsRobust negative lists and app exclusionsScheduling24/7 (Bots often spike at night)Custom schedules aligned with business hours Here are proactive steps you can take to reduce your exposure to fraud. Audit placement data: Regularly review where your ads appear. Immediately exclude low-quality apps or sites that show high click-through rates but zero conversions. Limit AI Max overreliance: Automation is powerful, but set and forget is a recipe for wasted spend. Maintain manual guardrails on your automated campaigns. Review refunds: Google does issue refunds for detected fraud, but subtle cases often slip through. Compare your internal lead data against Google’s click data to find discrepancies. Dig deeper: PPC in the age of zero-click search: How to stay profitable Campaign structure is your first fraud defense Google is far from a uniform entity. It’s a diverse ecosystem of distinct environments where risk levels can vary by as much as 400%. Prioritizing high-quality traffic results in superior data integrity, more precise optimization, and reduced acquisition costs. In today’s market, the strategic structure of your campaigns is just as vital to your success as the size of your budget. View the full article

A reader writes: I’m a manager of a four-person team, on which I was previously an individual contributor. The four team members work in cubes in an open office area and my office is down a nearby hall. We’re a casual office, and the team generally gets along well. While each person has their own accounts and tasks, they interact with each other throughout the day, chatting and discussing work. The issue is two members of the team, Peach and Daisy. Peach is very open with her mental health struggles and is an open book on most anything but can be emotionally volatile. Daisy, who sits next to Peach, tells me that Peach is constantly on an emotional rollercoaster. She says Peach complains often — about her life and about work. Peach is a single mom and often complains about being overwhelmed at home. She comments out loud if she’s having a bad day, doesn’t feel good, or if someone on another team annoys her. One minute she’s up and enthusiastic, and the next she is upset and complaining. In our one-on-ones, Daisy has said that she’s exhausted by the ups and downs and feels that she has to be Peach’s emotional support all day. I have given Peach feedback in the past about keeping a positive attitude and leaving her problems at the door and as far as what I personally witness, she has improved. So the complaints from Daisy, while not completely surprising, are out of proportion to what I have observed since I don’t sit in the office with them all day. I have encouraged Daisy to speak to Peach directly and tell her how the complaining is affecting her. I’ve suggested all three of us sitting down together so I can facilitate a conversation. Daisy has not been receptive to this but continues to complain to me. I don’t want Daisy to be miserable but I’m unsure of the best way to tackle this. Do I sit down with Peach and discipline her in some way? Do I force Daisy to confront Peach, either with or without me? These two genuinely like each other and I’m sure we all would like to preserve the working friendship they have, but I don’t feel that I can let this go unaddressed. I have a bunch of questions: * Can you sit in their area for a couple of days so that you’re observing things firsthand? It sounds like you don’t think it’s as bad as Daisy is reporting, and this would give you more data to know for sure. You’d need to be open to the possibility that Peach might clean it up while you’re there — but it sounds like she might do this so reflexively that she couldn’t sustain that for a full day or two, and you could ask Daisy if her perception was different during that period. * Can you rearrange how people are seated so that Peach is less disruptive? I’m guessing not, but you should absolutely try that if you can. * Where are the other two team members in this? Do they disagree that Peach’s complaining is excessive? Are they not bothered because they don’t sit as close to Peach as Daisy does? Do they wear headphones so they don’t hear it? What’s their take on the situation? * Can Daisy wear headphones at least some of the time to give herself a break? * What exactly is Daisy hoping you’ll do? It’s worth asking her that directly. I don’t blame her for not taking you up on the facilitated conversation with you, her, and Peach — I probably wouldn’t in her shoes either — but if she’s refusing to address it with Peach herself but still complaining to you regularly, that’s not reasonable either. I’m interested in knowing exactly what she’d like you to do, and it’s worth asking her. (That doesn’t mean you should necessarily do whatever she says she wants. But you might get interesting insight from posing the question directly.) If Peach’s complaining and emotional volatility is still excessive (which hopefully you can find out for sure with some sustained observation), you have a responsibility to the rest of the team to address it, because that’s exhausting to work around. But that’s not about disciplining her! It’s about having a discussion with her (maybe discussions, plural) where you establish better norms for working in close proximity to other people, including not dumping complaints on them or vocalizing more than occasional minor irritations. It’s appropriate for you to coach her on that as her manager, and for the sake of the rest of your team, you may have to. One other thing: Daisy says she feels she needs to be Peach’s emotional support. That’s something you need to coach Daisy on, because the fact that she feels that way is making the problem worse. The problem is starting with Peach so you don’t want to put it all on Daisy, but Daisy needs to develop better coping strategies, which include getting comfortable with actively not being Peach’s emotional support. You probably need to coach her on specifically what that looks like, including things like not feeling obligated to respond at all when Peach is complaining. The post employee is an emotional rollercoaster and her coworker can’t take it appeared first on Ask a Manager. View the full article

If you’re considering a career in bookkeeping, choosing the right classes can set a strong foundation. Programs like the Intuit Academy Bookkeeping Professional Certificate and ACCA’s Introduction to Bookkeeping offer crucial skills for beginners. Certification options, such as those from NACPB and AIPB, can further improve your credentials. Each course provides a mix of theory and practical experience, preparing you for the demands of the industry. Let’s explore these options in detail and find the best fit for you. Key Takeaways Intuit Academy Bookkeeping Professional Certificate offers a structured two-month program focusing on QuickBooks at an affordable price of $160. ACCA: Introduction to Bookkeeping is a self-paced course covering fundamental concepts, with an optional certificate available for $99. University of Virginia’s Financial Accounting Fundamentals provides a solid grounding in accounting for around $80, enhancing credibility with a recognized certificate. Penn Foster Career School offers flexible learning with access to experienced instructors and a comprehensive curriculum, preparing students for various bookkeeping roles. NACPB Bookkeeper Certification can be completed in about 13 weeks for $369 (members), providing a valuable credential and the potential for new clients. NACPB Bookkeeper Certification The NACPB Bookkeeper Certification is a valuable credential for anyone looking to establish a solid foundation in bookkeeping. This respected certification program covers crucial topics and can be completed in about 13 weeks. With a cost of $369 for members and $449 for nonmembers, it’s an accessible option for those seeking accredited bookkeeping courses. Furthermore, by choosing a certification bundle, you could save 26%. Maintaining your certification requires ongoing education, ensuring you stay current with bookkeeping practices. Significantly, approximately 37% of certified bookkeepers found new clients following certification, showcasing its potential benefits for career growth. This program serves as an excellent starting point for beginners enthusiastic to improve their skills and advance in the bookkeeping field. Intuit Academy Bookkeeping Professional Certificate The Intuit Academy Bookkeeping Professional Certificate offers a structured, two-month program designed for beginners, focusing on computerized accounting and QuickBooks. At a budget-friendly price of $160 through Coursera, this certification not only builds your foundational skills in managing financial data but additionally improves your employability because of Intuit’s strong brand recognition. Although it may not cover as much ground as other certifications, completing this course equips you with valuable skills that are highly sought after in the small business sector. Course Overview and Structure For those new to the bookkeeping field, the Intuit Academy Bookkeeping Professional Certificate offers a structured and practical introduction to computerized accounting, focusing primarily on QuickBooks. This course is designed for beginners and runs for approximately two months, requiring a time commitment that fits well into most schedules. Priced at $160, it’s an affordable option for aspiring bookkeepers. You’ll gain hands-on experience with QuickBooks software, allowing you to understand its practical applications in real-world bookkeeping scenarios. The curriculum builds foundational knowledge, ensuring you grasp vital skills, though it may not be as thorough as more advanced programs. Completing this certification improves your reputation, benefiting from Intuit’s recognized brand in the accounting industry. Benefits of Certification Earning the Intuit Academy Bookkeeping Professional Certificate offers significant advantages for those entering the bookkeeping profession. This course, designed for beginners, focuses on computerized accounting and QuickBooks, and can be completed in about two months. At a cost of $160 through Coursera, it’s an affordable way to improve your bookkeeping skills. By obtaining this certificate, you enhance your reputation in the industry thanks to Intuit’s brand recognition, which can help you attract clients. Furthermore, completing the program provides foundational knowledge crucial for managing financial records, boosting your confidence and competence. Nonetheless, keep in mind that although beginner-friendly, the program lacks depth and continuing education options, which may impact your long-term professional development. ACCA: Introduction to Bookkeeping The ACCA: Introduction to Bookkeeping course on edX covers fundamental accounting concepts, making it an excellent starting point for beginners. With self-paced learning, you can fit the course into your schedule, typically completing it in about six weeks. Plus, earning a globally recognized certification can boost your credibility and improve your job prospects in the bookkeeping field. Fundamental Accounting Concepts Grasping fundamental accounting concepts is crucial for anyone looking to start a career in bookkeeping. The ACCA: Introduction to Bookkeeping course on edX offers a solid foundation, focusing on key principles like the double-entry system, ledgers, and financial statements. By comprehending these concepts, you’ll be better prepared to handle everyday bookkeeping tasks. The course is free, and although a certificate is available for $99, it provides an affordable way to improve your credentials. Designed for self-paced learning, you can complete it in about six weeks. Completing this course not only builds your accounting knowledge but also boosts your credibility, as the ACCA certification is recognized worldwide in the finance and accounting industry, giving you a competitive edge. Self-Paced Learning Benefits One of the key advantages of the ACCA: Introduction to Bookkeeping course is its self-paced learning format, which allows you to tailor your educational experience to fit your unique schedule. This course, available on edX, typically takes about six weeks to complete, enabling you to learn at your convenience without the pressure of fixed deadlines. You can access the course material for free, with an optional certificate available for $99, making it an affordable option for beginners. The self-paced structure encourages you to revisit complex topics, reinforcing your comprehension of fundamental accounting concepts. Completing this course not only equips you with foundational knowledge but additionally prepares you for a globally recognized certification that improves your credibility in the bookkeeping field. Global Recognition of Certification Earning a certification from the ACCA: Introduction to Bookkeeping course not only improves your knowledge but also greatly boosts your professional profile. This course, available on edX, focuses on fundamental accounting concepts crucial for beginners, making it a perfect starting point. It’s free to access, with an optional certificate for $99, providing an affordable way to gain formal recognition in the field. Designed for self-paced learning, you can complete it in about six weeks at your convenience. The ACCA certification is globally recognized, enhancing your credibility among employers and clients. Completing this course gives you a strong foundation in bookkeeping, which is significant for establishing a career in accounting or financial management, setting you apart in a competitive market. University of Virginia – Financial Accounting Fundamentals The University of Virginia offers a Financial Accounting Fundamentals course through Coursera, which is ideal for anyone seeking a solid grounding in vital accounting practices. This course includes five in-depth modules and requires approximately 13 hours to complete, making it a manageable commitment for busy learners. Priced around $80, it’s a cost-effective option for enhancing your accounting knowledge. The curriculum covers critical topics fundamental to grasping financial accounting, catering to both beginners and those looking to refresh their skills. Upon completion, you’ll receive a certificate from the University of Virginia, which can greatly boost your credibility in the accounting field. Although not as thorough as certification programs, this course lays a solid foundation for a career in bookkeeping or accounting. Penn Foster Career School – Bookkeeping Training Program If you’re looking to further your education in bookkeeping, the Penn Foster Career School offers an extensive Bookkeeping Training Program that caters to various learning styles. This program provides you with a flexible learning pace, letting you study when it suits you best. The thorough curriculum covers crucial topics like: Financial statements Payroll processing Accounting principles QuickBooks software Industry best practices You’ll have access to experienced instructors and dedicated student services that guide you throughout your learning path. Furthermore, the program includes a free one-year subscription to QuickBooks, giving you hands-on experience with industry-standard software. With a total cost of $789, you can complete the program in six months to one year, depending on your pace. AIPB Certification Program For those seeking to improve their bookkeeping credentials, the AIPB Certification Program stands out as a highly respected option in the industry. This program covers a thorough curriculum, including accounting foundations, financial statements, and payroll processing. With a commitment of three to four months, you can complete the certification for $1,495. Many find it worthwhile; approximately 37% of certified bookkeepers gained new clients, as well as 48% raised their rates post-certification. Achieving AIPB certification can greatly elevate your career opportunities and credibility in the bookkeeping field. Benefit Statistic New Clients Gained 37% Increased Rates 48% Duration to Complete 3-4 months Universal Accounting School – Professional Bookkeeper Program When considering a thorough approach to bookkeeping education, the Universal Accounting School‘s Professional Bookkeeper Program offers an extensive curriculum customized for both beginners and those looking to advance their skills. This program provides you with crucial knowledge and hands-on experience, as you’ll work on the books for 11 different small businesses. Key features of the program include: In-depth coverage of vital bookkeeping topics Earning the title of “Certified Bookkeeper” upon graduation A significant 60-hour time commitment for thorough training Practical application of learned skills in real-world scenarios Total program cost of $3,091, reflecting its depth of knowledge This program improves your career opportunities and marketability in the bookkeeping industry. Frequently Asked Questions How to Get Started as a Bookkeeper With No Experience? To get started as a bookkeeper with no experience, enroll in beginner-friendly online courses, like the Intuit Academy Bookkeeping Professional Certificate. Consider obtaining the free QuickBooks Online ProAdvisor Certification for industry recognition. You can furthermore explore affordable courses, such as the Bookkeeper Business Coach course, which guides you in setting up a bookkeeping business. In addition, utilize free resources on YouTube and join online communities to network and learn best practices from others in the field. What Is the Best Way to Learn Basic Bookkeeping? To learn basic bookkeeping effectively, start with beginner-friendly online courses like the Udemy for a thorough comprehension. Utilize free resources from Khan Academy or edX to grasp fundamental accounting principles. Consider certification programs, such as the Intuit Academy Bookkeeping Professional Certificate, to improve your skills. Moreover, practical courses like Bookkeeper Launch can guide you in setting up a bookkeeping business, providing valuable marketing strategies along the way. What Is the Best Course to Become a Bookkeeper? To become a bookkeeper, consider taking the Bookkeeper Launch course, which covers fundamental accounting principles and QuickBooks, completing in about three months. On the other hand, Intuit Academy offers an affordable Bookkeeping Professional Certificate, focusing on computerized accounting for $160. If you’re looking for a free option, ACCA’s Introduction to Bookkeeping provides foundational knowledge in six weeks. Each course equips you with the necessary skills to start your bookkeeping career effectively. What Program Do Most Bookkeepers Use? Most bookkeepers use QuickBooks as their primary accounting software because of its user-friendly interface and extensive features. QuickBooks Online ProAdvisor Certification is particularly beneficial for beginners, offering free, industry-recognized credentials. Many bookkeeping courses incorporate QuickBooks training, equipping you with practical skills for client management. Continuous education in QuickBooks can boost your credibility, improve job prospects, and potentially increase your earning potential, as many certified bookkeepers report higher rates after completion. Conclusion To conclude, pursuing a bookkeeping career can be greatly improved by enrolling in one of these top seven classes. Each program, from the Intuit Academy Bookkeeping Professional Certificate to the AIPB Certification Program, offers crucial skills and knowledge for beginners. By choosing the right course, you’ll gain practical experience and valuable credentials that can set you apart in the job market. Taking the initiative to invest in your education will provide a strong foundation for your future success in bookkeeping. Image via Google Gemini This article, "Top 7 Bookkeeping Classes for Beginners to Jumpstart Your Career" was first published on Small Business Trends View the full article

If you’re considering a career in bookkeeping, choosing the right classes can set a strong foundation. Programs like the Intuit Academy Bookkeeping Professional Certificate and ACCA’s Introduction to Bookkeeping offer crucial skills for beginners. Certification options, such as those from NACPB and AIPB, can further improve your credentials. Each course provides a mix of theory and practical experience, preparing you for the demands of the industry. Let’s explore these options in detail and find the best fit for you. Key Takeaways Intuit Academy Bookkeeping Professional Certificate offers a structured two-month program focusing on QuickBooks at an affordable price of $160. ACCA: Introduction to Bookkeeping is a self-paced course covering fundamental concepts, with an optional certificate available for $99. University of Virginia’s Financial Accounting Fundamentals provides a solid grounding in accounting for around $80, enhancing credibility with a recognized certificate. Penn Foster Career School offers flexible learning with access to experienced instructors and a comprehensive curriculum, preparing students for various bookkeeping roles. NACPB Bookkeeper Certification can be completed in about 13 weeks for $369 (members), providing a valuable credential and the potential for new clients. NACPB Bookkeeper Certification The NACPB Bookkeeper Certification is a valuable credential for anyone looking to establish a solid foundation in bookkeeping. This respected certification program covers crucial topics and can be completed in about 13 weeks. With a cost of $369 for members and $449 for nonmembers, it’s an accessible option for those seeking accredited bookkeeping courses. Furthermore, by choosing a certification bundle, you could save 26%. Maintaining your certification requires ongoing education, ensuring you stay current with bookkeeping practices. Significantly, approximately 37% of certified bookkeepers found new clients following certification, showcasing its potential benefits for career growth. This program serves as an excellent starting point for beginners enthusiastic to improve their skills and advance in the bookkeeping field. Intuit Academy Bookkeeping Professional Certificate The Intuit Academy Bookkeeping Professional Certificate offers a structured, two-month program designed for beginners, focusing on computerized accounting and QuickBooks. At a budget-friendly price of $160 through Coursera, this certification not only builds your foundational skills in managing financial data but additionally improves your employability because of Intuit’s strong brand recognition. Although it may not cover as much ground as other certifications, completing this course equips you with valuable skills that are highly sought after in the small business sector. Course Overview and Structure For those new to the bookkeeping field, the Intuit Academy Bookkeeping Professional Certificate offers a structured and practical introduction to computerized accounting, focusing primarily on QuickBooks. This course is designed for beginners and runs for approximately two months, requiring a time commitment that fits well into most schedules. Priced at $160, it’s an affordable option for aspiring bookkeepers. You’ll gain hands-on experience with QuickBooks software, allowing you to understand its practical applications in real-world bookkeeping scenarios. The curriculum builds foundational knowledge, ensuring you grasp vital skills, though it may not be as thorough as more advanced programs. Completing this certification improves your reputation, benefiting from Intuit’s recognized brand in the accounting industry. Benefits of Certification Earning the Intuit Academy Bookkeeping Professional Certificate offers significant advantages for those entering the bookkeeping profession. This course, designed for beginners, focuses on computerized accounting and QuickBooks, and can be completed in about two months. At a cost of $160 through Coursera, it’s an affordable way to improve your bookkeeping skills. By obtaining this certificate, you enhance your reputation in the industry thanks to Intuit’s brand recognition, which can help you attract clients. Furthermore, completing the program provides foundational knowledge crucial for managing financial records, boosting your confidence and competence. Nonetheless, keep in mind that although beginner-friendly, the program lacks depth and continuing education options, which may impact your long-term professional development. ACCA: Introduction to Bookkeeping The ACCA: Introduction to Bookkeeping course on edX covers fundamental accounting concepts, making it an excellent starting point for beginners. With self-paced learning, you can fit the course into your schedule, typically completing it in about six weeks. Plus, earning a globally recognized certification can boost your credibility and improve your job prospects in the bookkeeping field. Fundamental Accounting Concepts Grasping fundamental accounting concepts is crucial for anyone looking to start a career in bookkeeping. The ACCA: Introduction to Bookkeeping course on edX offers a solid foundation, focusing on key principles like the double-entry system, ledgers, and financial statements. By comprehending these concepts, you’ll be better prepared to handle everyday bookkeeping tasks. The course is free, and although a certificate is available for $99, it provides an affordable way to improve your credentials. Designed for self-paced learning, you can complete it in about six weeks. Completing this course not only builds your accounting knowledge but also boosts your credibility, as the ACCA certification is recognized worldwide in the finance and accounting industry, giving you a competitive edge. Self-Paced Learning Benefits One of the key advantages of the ACCA: Introduction to Bookkeeping course is its self-paced learning format, which allows you to tailor your educational experience to fit your unique schedule. This course, available on edX, typically takes about six weeks to complete, enabling you to learn at your convenience without the pressure of fixed deadlines. You can access the course material for free, with an optional certificate available for $99, making it an affordable option for beginners. The self-paced structure encourages you to revisit complex topics, reinforcing your comprehension of fundamental accounting concepts. Completing this course not only equips you with foundational knowledge but additionally prepares you for a globally recognized certification that improves your credibility in the bookkeeping field. Global Recognition of Certification Earning a certification from the ACCA: Introduction to Bookkeeping course not only improves your knowledge but also greatly boosts your professional profile. This course, available on edX, focuses on fundamental accounting concepts crucial for beginners, making it a perfect starting point. It’s free to access, with an optional certificate for $99, providing an affordable way to gain formal recognition in the field. Designed for self-paced learning, you can complete it in about six weeks at your convenience. The ACCA certification is globally recognized, enhancing your credibility among employers and clients. Completing this course gives you a strong foundation in bookkeeping, which is significant for establishing a career in accounting or financial management, setting you apart in a competitive market. University of Virginia – Financial Accounting Fundamentals The University of Virginia offers a Financial Accounting Fundamentals course through Coursera, which is ideal for anyone seeking a solid grounding in vital accounting practices. This course includes five in-depth modules and requires approximately 13 hours to complete, making it a manageable commitment for busy learners. Priced around $80, it’s a cost-effective option for enhancing your accounting knowledge. The curriculum covers critical topics fundamental to grasping financial accounting, catering to both beginners and those looking to refresh their skills. Upon completion, you’ll receive a certificate from the University of Virginia, which can greatly boost your credibility in the accounting field. Although not as thorough as certification programs, this course lays a solid foundation for a career in bookkeeping or accounting. Penn Foster Career School – Bookkeeping Training Program If you’re looking to further your education in bookkeeping, the Penn Foster Career School offers an extensive Bookkeeping Training Program that caters to various learning styles. This program provides you with a flexible learning pace, letting you study when it suits you best. The thorough curriculum covers crucial topics like: Financial statements Payroll processing Accounting principles QuickBooks software Industry best practices You’ll have access to experienced instructors and dedicated student services that guide you throughout your learning path. Furthermore, the program includes a free one-year subscription to QuickBooks, giving you hands-on experience with industry-standard software. With a total cost of $789, you can complete the program in six months to one year, depending on your pace. AIPB Certification Program For those seeking to improve their bookkeeping credentials, the AIPB Certification Program stands out as a highly respected option in the industry. This program covers a thorough curriculum, including accounting foundations, financial statements, and payroll processing. With a commitment of three to four months, you can complete the certification for $1,495. Many find it worthwhile; approximately 37% of certified bookkeepers gained new clients, as well as 48% raised their rates post-certification. Achieving AIPB certification can greatly elevate your career opportunities and credibility in the bookkeeping field. Benefit Statistic New Clients Gained 37% Increased Rates 48% Duration to Complete 3-4 months Universal Accounting School – Professional Bookkeeper Program When considering a thorough approach to bookkeeping education, the Universal Accounting School‘s Professional Bookkeeper Program offers an extensive curriculum customized for both beginners and those looking to advance their skills. This program provides you with crucial knowledge and hands-on experience, as you’ll work on the books for 11 different small businesses. Key features of the program include: In-depth coverage of vital bookkeeping topics Earning the title of “Certified Bookkeeper” upon graduation A significant 60-hour time commitment for thorough training Practical application of learned skills in real-world scenarios Total program cost of $3,091, reflecting its depth of knowledge This program improves your career opportunities and marketability in the bookkeeping industry. Frequently Asked Questions How to Get Started as a Bookkeeper With No Experience? To get started as a bookkeeper with no experience, enroll in beginner-friendly online courses, like the Intuit Academy Bookkeeping Professional Certificate. Consider obtaining the free QuickBooks Online ProAdvisor Certification for industry recognition. You can furthermore explore affordable courses, such as the Bookkeeper Business Coach course, which guides you in setting up a bookkeeping business. In addition, utilize free resources on YouTube and join online communities to network and learn best practices from others in the field. What Is the Best Way to Learn Basic Bookkeeping? To learn basic bookkeeping effectively, start with beginner-friendly online courses like the Udemy for a thorough comprehension. Utilize free resources from Khan Academy or edX to grasp fundamental accounting principles. Consider certification programs, such as the Intuit Academy Bookkeeping Professional Certificate, to improve your skills. Moreover, practical courses like Bookkeeper Launch can guide you in setting up a bookkeeping business, providing valuable marketing strategies along the way. What Is the Best Course to Become a Bookkeeper? To become a bookkeeper, consider taking the Bookkeeper Launch course, which covers fundamental accounting principles and QuickBooks, completing in about three months. On the other hand, Intuit Academy offers an affordable Bookkeeping Professional Certificate, focusing on computerized accounting for $160. If you’re looking for a free option, ACCA’s Introduction to Bookkeeping provides foundational knowledge in six weeks. Each course equips you with the necessary skills to start your bookkeeping career effectively. What Program Do Most Bookkeepers Use? Most bookkeepers use QuickBooks as their primary accounting software because of its user-friendly interface and extensive features. QuickBooks Online ProAdvisor Certification is particularly beneficial for beginners, offering free, industry-recognized credentials. Many bookkeeping courses incorporate QuickBooks training, equipping you with practical skills for client management. Continuous education in QuickBooks can boost your credibility, improve job prospects, and potentially increase your earning potential, as many certified bookkeepers report higher rates after completion. Conclusion To conclude, pursuing a bookkeeping career can be greatly improved by enrolling in one of these top seven classes. Each program, from the Intuit Academy Bookkeeping Professional Certificate to the AIPB Certification Program, offers crucial skills and knowledge for beginners. By choosing the right course, you’ll gain practical experience and valuable credentials that can set you apart in the job market. Taking the initiative to invest in your education will provide a strong foundation for your future success in bookkeeping. Image via Google Gemini This article, "Top 7 Bookkeeping Classes for Beginners to Jumpstart Your Career" was first published on Small Business Trends View the full article

The only thing Pixel users love more than the lock screen's Now Playing widget is talking about the Now Playing widget. Whenever I'm out and about with my Pixel and there's music playing, I'll always take a sneaky look at the lock screen, and yes, it'll have identified the song. It's magical. But until now, that's where the magic stopped. What if you want a list of all the songs the widget recognized while you were at your local cafe? What if you want to save a song or play it in YouTube Music? Or even trigger the music search manually? Until now, that wasn't really possible. Now, Google has chosen to bring this functionality to a dedicated app, as part of its March Pixel Drop. How to find your Now Playing listening history on Google PixelFirst, start by downloading the Now Playing app from the Google Play Store. At launch, it might ask you to download the latest software update and come back in a couple of hours. Once I installed the update, I was in. To use the app, you'll need to enable the background feature that scans for music. If it's disabled, you'll be prompted to enable it before you can use the app (you'll be taken to where you can toggle it on). Credit: Khamosh Pathak The app opens to a history view, and you'll be glad to know that all the songs your Pixel's Now Playing widget previously recognized will all be here. The list can be pretty detailed. For me, it was over 100 songs long. You can do more than look at your history, too. Tap the three-dot Menu button next to any song to listen to it on YouTube Music, add it to your Liked Songs, add it to a playlist, or add it to a Favorites section (which you can visit using the heart icon in the bottom toolbar). Credit: Khamosh Pathak Head over to the Settings section up top, and you'll find an option for Connected music service. You can change your default music service here. Sadly, the only options available right now are YouTube and YouTube Music, but hopefully this means Google will add options for Spotify and Apple Music in future updates. Other than that, the Settings screen is quite bare. You can tap the Clear History button if you want to get rid of all your previously recognized songs, but that's about it. How to manually scan for songs using the Now Playing app Credit: Khamosh Pathak Beyond seeing a history of songs, the advantage of having a dedicated Now Playing app is that you can search for a song even if the widget doesn't automatically detect it. Open the Now Playing app and switch to the Live tab at the end. Then, tap the big Music button to start recognizing the song (if you've ever used Shazam, this should be familiar). In a second, the app will recognize the song, and you'll see a full-screen preview for it. The Now Playing app also supports Quick Settings controls, one of my favorite ways to trigger shortcuts and utilities on Android. To add the Now Playing control to your Quick Settings, open the notification drawer, switch to the Quick Settings panel, and tap the Edit button. Find and add the Now Playing control. Now, the next time you want to find out what you're listening to, just open the Quick Settings panel, tap the Now Playing control, and wait as the app does its thing. View the full article

Things are moving quickly in the Middle East following the February 28 attack by Israel and the United States on Iran. Repeated waves of US-Israeli strikes have hit military and government sites across Iran, killing Ayatollah Ali Khamenei and prompting a temporary leadership council to take charge in Tehran. Iran has responded with threats to close the Strait of Hormuz and launched retaliatory attacks around the Gulf, raising fears that the conflict could spill over into a broader regional war and disrupt global energy supplies. One way the average Joe is trying to keep track is by “monitoring the situation” using dashboards—many of which, their creators admit, were spun up using vibe-coding tools like Claude Code. The tools look like something out of a White House situation room—or at least a Hollywood depiction of one—and vary in what they track. They tend to pull together RSS news feeds, social media sentiment trackers, live news channel streams, and maps to try to identify areas of concern, along with stock market data and the latest trades on crypto and prediction markets. Some make a virtue of their wide-ranging oversight—World Monitor promises to monitor the world. Monitor the Situation also does exactly what it says it will, while also having an associated meme coin. Digital Embassy claims to be a “political and economic intelligence dashboard.” The various dashboards have become a social media sensation, with some calling them the best way to keep on top of a fast-moving situation. Others are… less sure, dinging them AI vibe-coded slop that looks informative without actually being useful. “The dashboards are terrible and they do generally match what I have seen from industry,” says George Mason University professor Missy Cummings. “Steve Jobs would roll over in his grave to see these kludge-monsters.” The problem, as she sees it, is that just because a dashboard may look like something lifted from the movies doesn’t mean it is actually practical for keeping up with fast-moving situations like what’s unfolding in the Middle East. “Somehow people think more information is better and this simply does not promote efficient decision making,” Cummings says. Others see the merits of the dashboards, even if they are unlikely to be a like-for-like alternative to the official databases and tools used by those actually making decisions. There is the question of whether they are good enough, which, for Twitter, seems like, sure, I guess,” says Noah Sylvia, a research analyst in emerging tech at the Royal United Services Institute, a U.K.-based military think tank. But for actual decisionmaking and monitoring of the situation, there is one massive gulf that Sylvia says separates professional products from hobbyist creations. And it is the same principle that applies to the AI products used to create many of the dashboards: Garbage in, garbage out. More than the interface itself, the real difference lies in the data feeding these dashboards. Professionals simply have access to far deeper and more sophisticated datasets than hobbyist analysts on social media, while militaries and government agencies operate with even larger pools of information. “Militaries and government organizations can access far greater quantities of data, both open source intelligence and not,” Sylvia says. However, for the average user simply trying to keep track of what is happening in Iran and the consequences spilling out from the initial attack, the inputs—and outputs—may well be good enough. And as many social media users have pointed out, whoever sets up a sports-bar equivalent of monitoring the situation looks set to make bank. View the full article

The J. Paul Getty Trust has a flexible new logo that ties its extensive art collections and various programs into a single yet versatile identity. The trust, founded in 1953, today runs the Getty Center and Getty Villa art museums in Los Angeles, as well as a foundation, conservation institute, and research institute. The new logo brings all the entities together as a unified brand. “We needed a visual identity that was uniquely Getty and distinct enough to unify how we show up globally,” Yasmine Vatere, assistant director of brand management and marketing, said in a statement. Famed designer Saul Bass created the outgoing logo for the opening of the Getty Center in 1997. The square mark houses the word Getty spelled out in oversize letters arranged in a manner that appears scattered but intentional. No letter is shown in its entirety. The Getty calls that logo “iconic,” but felt it had grown out of it, and sought out the agency Fred & Farid New York to come up with a refresh. The new logo constructs the letter G from four shapes arranged into a square to symbolize the Getty’s four programs. Fred & Farid creative chair Farid Mokart told Fast Company the mark was inspired by the materiality of the travertine blocks at the Getty Center. He says his team wanted a mark that felt like it was built with weight and intention—and it helpfully calls back to Bass’s square logo. “This system gives Getty one clear, ownable expression in support of the work we do around the world,” Vatere said. The G also acts as a frame for the Getty’s collection. In early applications of the mark, artwork and sculptures peek in and over its shapes, adding a contemporary element to visuals that might otherwise read as old and dry to some audiences. The new color palette is led by Getty’s signature blue with bright accent hues drawn from the Getty’s architecture, artworks, and gardens. The challenge in designing a single mark for such a broad application was finding the right level of abstraction so it could feel genuinely Getty but still flexible to appear across all four programs, the agency said. That’s because they reach different audiences. The museums, for example, offer free admission to the public, and thus have different communications and design needs than the conservation institute, which serves professionals, or the research institute, which is geared to students and educators. The Getty’s new tagline to go with the rebrand is “All for Art,” and the new logo was designed for a wide breadth of expression. It’s a mark that’s made to be rearranged, filled with other images, and open by design. View the full article

Here is a recap of what happened in the search forums today...View the full article

One of the most profitable Google Ads targeting tactics is retargeting: showing ads to people who are already familiar with your business. But if you still think that “retargeting” means a Display campaign chasing users around the web with banner ads, you’re missing out on how “Your data segments” actually function today. Let’s explore how you can leverage your proprietary audience data in new ways, and what mistakes to avoid in 2026 and beyond. What are “Your data segments” in Google Ads? Retargeting means showing ads to people who are already familiar with your business. Google uses the euphemistic name “Your data segments” to refer to all the retargeting lists in your account. What types of retargeting can you do in Google Ads? A variety of different retargeting methods are available in Google Ads. They mirror what you’ll find on other ad platforms like Meta, LinkedIn, or TikTok. I find it helpful to group them into four categories: Website Visitors: This is the standard one — people who have visited your website. You collect this data using Google Tag Manager or Google Analytics. App Users: If you have a mobile app, you can pull data from Firebase or other third-party analytics tools into Google Ads for retargeting. Customer Match: This is the “holy grail” of retargeting. You take your business’s first-party data (email addresses, phone numbers, etc.) and upload it directly to Google Ads, so that Google can find those same users across its platforms. Content Engagers: People who have interacted with your content on Google-owned properties. Examples include a segment of users who have watched your YouTube videos, or a segment of users who have clicked through to your site from search results (this is called the Google Engaged Audience, which we explored in another article). Should you upload “your data segments” if you’re not planning to do retargeting? Many practitioners overlook this detail: your data segments aren’t just about ad targeting. Even if you don’t have a single retargeting campaign running, the mere existence of these lists in your account provides a vital signal for Smart Bidding and Optimized Targeting. For example, when you upload a customer list, you’re telling Google, “These are the people who actually buy from me.” Even if you never add that list to your audience signal in Performance Max, Google will still use it to understand likely converters and adjust bidding/targeting accordingly. Similarly, let’s say you only run Search and Shopping campaigns, and you use Target ROAS bidding. When Google is trying to set the right bid for the right user at the right time, their presence (or lack thereof) on a “your data segment” list is one of many signals incorporated into that bidding calculation. How can you use retargeting lists in Google Ads? Different campaign types handle audience data differently. It’s important to know the distinction so you can plan your targeting strategy accordingly. Search, Shopping, Display: In these campaigns, you have three options with Your data segments: Targeting, Observation, Exclusion. Targeting means your ads will only show if the user is a member of your data segment Observation allows you to see your campaign data segmented by list, without narrowing your reach Exclusion means your ads will only show if the user is NOT a member of your data segments. Performance Max and App Campaigns: In these AI-powered campaigns, you can include Your data segments as part of your audience signal. Performance Max recently added the ability to exclude Your data segments as well. Demand Gen: In Demand Gen, you can Target and Exclude Your data segments, but there is no “Observation” option. If you’re new to retargeting, I find Demand Gen the best place to start. It’s built for visual storytelling and works well with the Google Engaged Audience or basic website visitor lists. If you have some experience with retargeting campaigns, you might want to try New Customer Acquisition or Customer Retention mode in PMax or Shopping, as these are powered by Your data segments. What’s the biggest retargeting mistake to avoid? Over-segmenting. I know it can be tempting to create 50 different lists: “People who visited the cart on a Tuesday,” or “People who looked at three pages but didn’t click the ‘About’ section.” Unless you’re spending six figures or more every month, this level of granularity doesn’t help, and may actually hurt your campaigns. Google’s AI needs data density to learn. When you slice your audience into tiny slivers, you don’t have enough “matched records” for the system to optimize. Upload your unique data to Google Ads, keep your strategy simple, and let the bidding algorithms do the heavy lifting in driving returning customers for you. This article is part of our ongoing Search Engine Land series, Everything you need to know about Google Ads in less than 3 minutes. In each edition, Jyll highlights a different Google Ads feature, and what you need to know to get the best results from it – all in a quick 3-minute read. View the full article

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Bootstrapping a company from a startup in Croatia to a global platform is not an easy task. When my cofounder Izabel Jelenić and I created Infobip, my parents gave us a modest loan of about $28,000, and we had to find ways to use that investment strategically until we could raise external funding. Over the past 20+ years, we have learned valuable lessons along the way as our company evolved. We have developed newer versions to keep pace with the fast-moving digital world where businesses need to connect with customers quickly and in ways that feel personal. And what we’ve found is that these four strategies worked during the startup phase of our company and are still central to our growth and success today. 1. The power of persistence and learning In the early 2000s, I worked on projects enabling group communication over web, email, and SMS. It became clear that the existing technology couldn’t handle the scale and complexity businesses required. This challenge ignited our mission to build a better platform. That involves a lot of trial and error, and learning to experiment quickly, embracing failure, and continuing to iterate. This “learning by doing” mindset shapes everything we do. But persistence and learning only get you so far. Solving real customer problems must be the focus of development. We’ve always believed that the most meaningful innovations happen when we build with our customers, not just for them. Our work with Uber is a perfect example of our co-creation mindset in action. Together, we developed the Number Masking API to quickly address a regional safety concern and protect both drivers and riders. We also collaborated to create a WhatsApp-based ride-booking experience tailored to local language users in India. These solutions didn’t emerge from assumptions. They grew from open dialogue, shared problem-solving, and a commitment to understanding what Uber’s customers truly value. That is the power of co-creation, and it’s at the core of how we innovate at Infobip. 2. Stay current with changing customer expectations Over the past two decades, customer expectations have changed dramatically. Consumers now want real conversations—not one-way messages—on channels they use with family and friends. Research shows that 71% of Gen Z prefer messaging over phone calls for customer service and expect businesses to keep up. This shift requires companies to move beyond simple texts to rich business messaging via chat apps, RCS, and email. For us, it meant evolving from SMS to a full omnichannel platform that supports seamless, two-way engagement across channels. Generative AI is also rapidly changing customer expectations, and by extension how companies design products and services. Integrating AI into platforms allows brands to provide personalized, conversational experiences at scale—improving customer satisfaction while cutting operational costs. Some businesses have seen a fourfold increase in conversion rates and a 30% reduction in support costs after adopting conversational AI. These numbers tell a powerful story: AI isn’t just futuristic tech; it’s a practical tool that transforms how companies connect with their customers right now. Looking ahead, 2026 will be a breakthrough year as generative AI and omnichannel communication converge to redefine customer engagement and digital ecosystems. We are particularly excited about agentic AI, autonomous agents that can orchestrate smarter, more personalized customer journeys across channels. However, real differentiation comes from a human-in-the-loop approach, where AI handles scale and speed while human expertise steps in to resolve complex scenarios and continuously train, guide, and optimize agents themselves. Retail and eCommerce are already leading the way with hyper-personalized experiences, while healthcare and finance are rapidly adopting AI-driven solutions to enhance patient care with trust, security, and compliance. By embedding generative and agentic AI alongside human oversight into our platform, we help businesses transform at scale without losing empathy, ensuring their customers continue to see them as trusted, innovative leaders in their fields. 3. Build agile, customer-centric teams Innovation isn’t about tech alone. Small, cross-functional teams that work closely with customers across industries like retail, finance, healthcare, and telecom have advantages. Being close to customer challenges allows teams to deliver tailored solutions and anticipating future trends. Staying close to the customer provides an inside look into the complex regulations, cultures, and technologies that matter most to them. When you prioritize security, privacy, and compliance—all of which customers tell us are important—you build loyalty. 4. Partner with startups and industry giants Growth is often measured in numbers. But we have found it’s just as important to consider impact too. Supporting startups and partnering with the industry’s biggest companies allows all of us to innovate in ways that enrich communities and empower people more than any one of us could on our own. KEY LEARNINGS FROM OUR JOURNEY The key lesson from our journey: technology alone won’t solve problems. Start with real customer needs. Listen constantly. Move fast but thoughtfully. Build scalable, secure systems. Above all, keep the human connection at the heart of communication. The technology, tools, and channels will keep evolving. But the need to build authentic relationships is forever. The best innovations help us do just that—better, smarter, and at scale. Silvio Kutić is the CEO and cofounder of Infobip. View the full article