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As with other AI bots like ChatGPT and Copilot, there are free and paid options for Google Gemini: For $20 a month, you can upgrade to a Google One AI Premium plan, which includes Gemini Advanced. Chances are you're already signed up to a host of digital subscriptions, so is Gemini Advanced shelling out even more cash? Here's how the features on the free plan and the Google One AI Premium plan stack up against each other right now—bear in mind the paid plan includes some extras beyond the Gemini Advanced AI, which I've listed at the end. As a Google One AI Premium subscriber, I've talked a little bit about my experience of these features, too. Comparable features You couldn't create this image as a free Gemini user, because it's got a person in it. Credit: Lifehacker Features that match across both the free and paid plans is probably a good start. All users, whether they subscribe to a paid plan or not, can make use of file uploads and analysis in their prompts, though Gemini Advanced users can work with larger files (uploads can go up to 1,500 pages if you're paying). Image generation is available for all Gemini users, though images including people are only available on Gemini Advanced. All users can have real-time chats with the AI through the Gemini Live interface, and all users can connect to other Google apps, including Google Maps and Google Flights. The other basic AI capabilities—generating and rewriting code and text, looking up information online, offering advice on just about every topic imaginable, and coming up with new ideas and perspectives— are the same across the board. However, Gemini Advanced is smarter in all of these areas. Better models The current model picker for Gemini Advanced users. Credit: Lifehacker With Gemini Advanced, you get access to the best AI models Google has to offer: These models do eventually travel down to the free tier, as new ones are released. It's hard to quantify the difference, but Google says it's top-tier models are "far more capable at highly complex tasks" such as coding, reasoning, and creative collaboration. At the time I'm writing this, the best AI model available for free users is Flash 2.0, and the best Gemini Advanced AI model is 2.0 Pro Experimental. In the tests I've run with code and text generation, the advanced AI model is noticeably better in terms of detail and comprehensiveness—but the free AI model is perfectly fine. The more demanding your needs, the better Gemini Advanced is going to be for you. If you're working on thorny math problems or complex software coding, then the upgrade is probably worth it; if you're sticking to making your emails sound less prolix, maybe not. More AI features Deep Research is one of the extra tools paying users have access to. Credit: Lifehacker Another extra you get with Gemini Advanced is Deep Research, which essentially goes off and writes a comprehensive report on a topic of your choice, using resources found on the web. I asked the tool for a full breakdown of the features of the Google Pixel 9 Pro Fold and what it means for the foldables market, which it returned in seven minutes. The article that came out the other end was mostly accurate and well-written, if a bit generic. It hit all the key points that users would need to know, before listing website sources at the end, which is handy for fact-checking—as well as a reminder that AI doesn't actually know anything, it just scoops up and sorts human knowledge. Then there's NotebookLM, the research-focused AI tool from Google that can make AI-hosted podcasts for you. You get more of NotebookLM across the board, if you're on the Google One AI Premium plan: 20 audio podcasts per day rather than 3, 500 questions and answers per day rather than 50, 300 sources per notebook rather than 50, and 500 notebooks per user rather than 100. Gemini Advanced subscribers can also create their own custom Gems. Credit: Gemini After that there are the Gemini Gems, the customized AI bots you can create inside Gemini to concentrate on specific tasks. You can create Gems for coding, resume writing, or fitness coaching for example, load up documents for them to refer to and train from, and specify the tone and approach of their responses. Certain other features are exclusive to Gemini Advanced right now, including the option to have Gemini remember certain pieces of information about you (like your job and interests), and the ability to access previous chats. It remains to be seen whether these more minor features will eventually make their way down to the free plan. Finally, Gemini Advanced users can get the AI built right into Google's online apps, including Google Docs and Gmail. This can be useful for analyzing files and messages, and composing new ones, but it's something I tend to completely ignore because I can't really find a use for it—your mileage may vary. Is Google One AI Premium worth it? You can try Gemini Advanced for free for a month. Credit: Google I should also mention that Google One AI Premium is a Google One plan: You get 2TB of storage for Gmail, Google Photos, and Google Drive, which would set you back $10 a month separately. You're essentially paying another $10 for Gemini Advanced, so your choice depends partly on whether or not you need any more Google storage. If you spend a lot of time making serious use of AI or just playing around with it, then Gemini Advanced may well be worth it for you: The AI is better, you've got the tools like Deep Research and Gems to make use of, and you get AI piped into other Google apps too. For my job, it's of course beneficial to be able to test out the latest models, and all the features Gemini has to offer (but not to churn out articles, of course). If you're not finding any practical applications of AI for yourself right now, then the free version of Google Gemini is perfectly fine: There's still a lot you can do with it, and it still returns a high standard of responses across a full range of tasks. It's also worth bearing in mind that you can try out Google One AI Premium free for a month, to see for yourself whether you can get enough value out of it. View the full article

This post was written by Alison Green and published on Ask a Manager. A reader writes: We work in a completely open plan office, and are a PR/ creative services agency. There are separate meeting rooms, and two banks of unused desks round the side of the kitchen which feel slightly separate from the main seating area and are often used for hot desking or ad hoc meetings. We are mandated in the office three days a week. The guidelines are for everyone to be in Monday and Wednesday (these are our anchor days), and for teams to make an effort to choose the same third day to maximize the chances for in-person working on office days. We’re a small staff of around 25, so on some days the office can feel incredibly quiet. For the last six months or so, on and off, we’ve been playing the radio from a small Alexa speaker, which is controlled by whoever has taken the initiative to turn it on, and plays local radio stations or old school pop playlists. The speaker/radio was introduced following widespread feedback to the Employee Council after returning to the office that the environment was dead, with a specific request for music to played in the background. Despite majority support, there are a few people in the office who dislike having music in the office (understandably, can’t please everyone!), one of whom is my direct report, Julie. Whenever the radio is turned on, she visibly/audibly is annoyed and often abruptly packs up her desk and moves to the co-working area for the rest of the day, without saying anything to the team. The manner in which she does it could be read as passive-aggressive, and her working away from the team then makes the point of coming together in the office slightly null. Julie has previously formally complained to me about the music (in writing), and I handled it by speaking to her in person to explain that while I understood her frustrations, the music is not on all the time (about 10% of the time I’d say, since it’s often forgotten about) and that as an office, we want to be creating a “buzzy” atmosphere and the music is part of that and a specific request from the majority of the office. I also told her she’s welcome to leverage the co-working space when it feels too much, and that she can always speak to me if she feels the volume is too loud (personally, the HR manager and I don’t feel it is), so I can ask the person in control that day to turn it down. However, her huffy response each time the music comes on is starting to become really obvious to everyone in the office, and I worry it’s setting the wrong expectation of how we should interact with each other to her new employee, who only joined our team a few months ago. I think what jars the most is the lack of communication when she heads over to the other desk and the way it sets the tone from her for the rest of the day. Is there a better way for me to handle the situation? For what it’s worth, Julie listens to music in her headphones most days as standard throughout the day, and has previously vocalized that she’s unhappy working from the office due to her commute and would prefer to work from home. It’s not okay to be repeatedly huffy at work … but it’s impossible to tackle this without acknowledging that a lot of people would have trouble working with music on! It’s not unreasonable if Julie finds it tough to do that. And the fact that she listens to her own music through headphones doesn’t change that; people often have a certain type of background music that they can work easily with, while having a harder time focusing with something different. (One easily understood example would be someone who finds classical music helps them focus, but music with words breaks their concentration. The same can be true of music you know well — which might fade into a sort of pleasant background buzz — but less familiar music intrudes on your focus differently.) If you’re someone who can’t focus with certain types of music on but is told you have to be in the office “to be more productive” … well, that’s going to grate. And if you raise it to your manager and are told, essentially, “too bad because everyone else likes it” and “we want a buzzy atmosphere” … it’s going to feel pretty bad, like your ability to focus and do your job is less important than other people’s desire for “buzz.” (That’s why typically music in an office is one of those things where a veto from any one person should be decisive — especially when other people can use headphones to listen to what they want.) All that said, you’re in office that sometimes plays music and it doesn’t sound like that’s going to change — and Julie does have a space she can move to where it’s quieter. You’ve heard her out, you’ve told her the music is there to stay, and you allow her to move when she needs to. It’s reasonable to expect her to do that without obvious huffiness. To be clear, I’m sympathetic to Julie’s frustration. I’d find it hard as hell to write in the conditions you describe. But being obviously huffy about it every time she moves isn’t okay either. If she’s that upset, she needs to either revisit it with you or conclude the conditions of this job aren’t ones she can work with. That said … how huffy are we talking about? If she’s rolling her eyes and sighing heavily and storming off, that’s not okay and you should tell her she can’t do that. (Be prepared for her to be frustrated that you’re telling her to stop disrupting others but not stopping them from disrupting her … but if that happens, you can point out that injecting anger into a shared work environment is not the same thing as playing music.) But if it’s more that she’s quietly picking up her things and moving without saying anything … that doesn’t seem like such a problem. What real benefit is there to her announcing she’s moving every time? (If anything, it might be more disruptive if she declares it every time.) Again, obvious huffiness/frustration is not okay. If that’s what’s happening, I would say it this way: “I’m sympathetic to it being harder for you to work when music is playing, and I fully support you moving to a quieter area when you need to. I also understand why you’re frustrated. But when you roll your eyes and slam your things down, you’re making the work environment uncomfortable for others in a very different way. Again, it’s fine to move to a different space if you need to. I just need you to do it without the visible display of frustration.” But you should also recognize that you’ve put her in a situation where she’s required to work from an environment that would be tough for a lot of people to focus in. View the full article

A year before Elon Musk helped start OpenAI in San Francisco, philanthropist and Microsoft cofounder Paul Allen already had established his own nonprofit artificial intelligence research laboratory in Seattle. Their mission was to advance AI for humanity’s benefit. More than a decade later, the Allen Institute for Artificial Intelligence, or Ai2, isn’t nearly as well-known as the ChatGPT maker but is still pursuing the “high-impact” AI sought by Allen, who died in 2018. One of its latest AI models, Tulu 3 405B, rivals OpenAI and China’s DeepSeek on several benchmarks. But unlike OpenAI, it says it’s developing AI systems that are “truly open” for others to build upon. The institute’s CEO Ali Farhadi has been running Ai2 since 2023 after a stint at Apple. He spoke with the Associated Press. The interview has been edited for length and clarity. Why is openness important to your mission? Our mission is to do AI innovation and AI breakthroughs to solve some of the biggest working problems facing humanity today. The biggest threat to AI innovation is the closed nature of the practice. We have been pushing very, very strongly towards openness. If you think about open-source software, the core essence was, “I should be able to understand what you did. I should be able to change it. I should be able to fork from it. I should be able to use part of it, half of it, all of it. And once I build my thing, I put it out there and you should be able to do the same.” What do you consider an open-source AI model? It is a really heated topic at the moment. To us, open-source means that you understand what you did. Open weights models (such as Meta’s) are great because people could just grab those weights and follow the rest, but they aren’t open source. Open source is when you actually have access to every part of the puzzle. Why aren’t more AI developers sharing training data for models they say are open? If I want to postulate, some of these training data have a little bit of questionable material in them. But also the training data for these models are the actual IP. The data is probably the most sacred part. Many think there’s a lot of value in it. In my opinion, rightfully so. Data plays a significant role in improving your model, changing the behavior of your model. It’s tedious, it’s challenging. Many companies spend a lot of dollars, a lot of investments, in that domain and they don’t like to share it. What are the AI applications you’re most excited about? As it matures, I think AI is getting ready to be taken seriously for crucial problem domains such as science discovery. A good part of some disciplines involves a complicated search for a solution—for a gene structure, a cell structure, or specific configurations of elements. Many of those problems can be formulated computationally. There’s only so much you can do by just downloading a model from the web that was trained on text data and fine tuning it. Our hope is to empower scientists to be able to actually train their own model. —Matt O’Brien, AP Technology Writer View the full article

German election winner says he will hold talks with other parties to adopt constitutional change in next 30 daysView the full article

Nathan Gill made comments and wrote media articles on Ukraine while an MEP, court hears View the full article

We may earn a commission from links on this page. Gardening season is approaching faster than it might seem, and like a lot of modern gardeners, I get an assist from technology every year. I use tech to help raise seeds into seedlings, plant them outside, produce a harvest, and still have a whole life outside of the garden. From weather stations and soil monitors to apps and calendars, here's all the tech I'm dusting off right now to start getting ready. A weather stationIt begins with the basics. I have a Tempest weather station in my front yard, and a few smart temperature gauges in the backyard. Although you can easily pull weather information from a local weather station (you’d be surprised how many neighbors have them; locate them at Weather Underground), I still find it incredibly helpful to know the real microclimate of my yard. I know when rain, hail, snow is going to hit, and the actual temperature at any time, whether I’m at home or away. For outdoor temperature monitoring, I’ve yet to find sensors that are as hardy as the Aqara or Switchbot. Soil monitorsThe temperature outside is important for planting, since you shouldn’t place plants outside until the overnight temps are stable above fifty degrees, but soil temperature is just as important. There’s never been great soil sensors before now, but this year I’m trying the ThirdReality Smart Soil Sensor in a few locations. I’m also excited to try the new Moen soil sensors. Not only are the sensors going to tell me when my soil is warm enough for planting, they can give important humidity data to my smart watering system—I’ve used a Hydrawise for three seasons and I’m incredibly happy with it. Hydrawise looks and acts like a normal drip or sprinkler control, but it has a wifi module that will connect to your phone and a local weather station and it uses the data to decide whether to water that day, and how much. It's great to be able to control my drip system from my phone, and get detailed reports on how much water was used. Garden appsThat’s all helpful to know when to plant, but I start seeds inside, and I use a bucket of different tech tools to help. First, there’s the planning stage. You don’t start all your seeds at once, you seed so the seedlings they produce are ready at about the time they can go out into the ground outside. Keeping track of what to plant when can be overwhelming, so I use Seedtime to create a planting calendar—its app and desktop interface are incredibly helpful.. A seedsheet in excel, and the trays they represent Credit: Amanda Blum The seed trays themselves hold 50, 72, or 128 seedlings, and you don’t put a label marker into each cell, which would be time consuming. I use a method taught to me by Meg Cowden of Seed to Fork, and use Google Spreadsheets to keep track of what is in each tray. The trays are numbered and marked with a front and back, and the spreadsheet details what is in each cell of the tray. When I go to plant, I bring my phone with me, or sometimes I print out a sheet. Automations and controllersI’ve discussed at some length how I plant seeds and what I use, but I rely on technology to ensure I’m keeping my seedlings on track. For instance, seedling heat mats ensure the soil in the trays is warm enough for seeds to germinate, but you need to control that heat because if the temperature gets too high, seeds get baked. I use an Inkbird controller to do so. It includes a probe to put into the soil, and then from your phone (or the controller), you specify a temperature range. The controller will turn the heat mat on and off to ensure it maintains the right temperature. I’ve also learned (the hard way) that too much humidity can lead to viruses and other problems in my seed-starting room, so with an Aqara temperature and humidity sensor, I use a Google Home automation to kick on the overhead fan when humidity gets too high. The fan’s air benefits the plants, too, which form stronger stems with a breeze. Calendars, voice assistants and remindersOutside, the Monty compost monitor reminds me to turn over my compost occasionally when the worms aren’t doing their job. It sends notifications to update me on the status of my compost, which is quite helpful. Truly, reminders are the key to much of my garden success. I have an entire Google calendar that is solely for garden reminders, such as when to plant specific seeds outside, check on plants, or put trellises up. Those reminders stream to my Google Nest speakers and my voice assistant will speak up to let me know if I forgot something. Most importantly, the calendar can be repurposed year to year. Security cameras I’ve been surprised how much I engage my smart cameras around the yard; yes, they catch critters who can cause damage (I’m particularly aware of neighborhood cats setting up in my garden this year, due to their ability to transmit bird flu), but it’s even helpful during a storm to check on how some fragile plants are doing. I’m excited to test the new Petal cameras coming from Bird Buddy, which use solar power and are installed at plant level. They use AI to report how your plants are faring. I hope to use these to capture weekly updates of my yard from the camera’s positions. I use these photos in wintertime, to decide what to plant each year. View the full article

Israeli prime minister’s office describes Friedrich Merz’s gesture as ‘overt defiance’ of international courtView the full article

As a small business owner, freelance photographer, or budding entrepreneur in the field of photography, choosing a suitable portrait lens is an essential step. This guide will help you understand the different types of portrait lenses and the factors you should consider while choosing the one that best fits your needs. What Are Portrait Lenses? A portrait lens is a specialized tool designed to capture stunning, intimate images of people. These lenses, often used by professional portrait photographers, offer a focal length and maximum aperture that provides a flattering perspective and an appealing shallow depth of field. The focal length refers to the distance between the lens and the image sensor when the subject is focused. Usually, portrait lenses come in the form of prime lenses, which have a fixed focal length, or zoom lenses, which offer a range of focal lengths. Prime Lens The advantage of a prime lens, like the 85mm f/1.8, is its wide maximum aperture that allows you to create images with a shallow depth of field, putting the subject in sharp focus while blurring the background. Prime lenses also often produce sharper images and perform better in low-light situations than zoom lenses. Zoom Lens Zoom lenses, in contrast, are highly versatile. They offer a range of focal lengths, enabling you to swiftly adjust your composition without the need to move closer or farther from your subject. A popular zoom lens for portraits is the 70-200mm f/2.8. It delivers longer focal lengths, perfect for compressing facial features and isolating the subject from the background. Mirrorless Camera Lens Whether you are using a digital SLR or a mirrorless camera, having a quality portrait lens is essential. Mirrorless cameras, which represent a newer technology, are gaining popularity because of their compact size, lightweight design, and outstanding image quality. Manufacturers such as Canon, Nikon, and Sony offer excellent mirrorless cameras, each paired with a variety of compatible lenses. Product Recommendations: Top Portrait Lenses for Small Photography Businesses Finding the right portrait lens is no small feat. As you’ve read, there are several factors to consider in order to find the best portrait lens for your needs. We’ve established a set of criteria to guide you in selecting a portrait lens that aligns with your specific needs: Focal Length (Importance Scale: 9/10) Criteria: Generally between 50mm to 135mm for optimal framing and perspective. Rationale: Ensures flattering proportions and a natural field of view for portraits. Aperture (Importance Scale: 10/10) Criteria: A wide aperture (such as f/1.4, f/1.8, or f/2.8) enhances light capture and allows for improved control over depth of field. Rationale: Enables beautiful background blur (bokeh) and excellent performance in low-light conditions. Lens Mount and Compatibility (Importance Scale: 10/10) Criteria: Compatible with your camera body (e.g., Canon EF, Nikon F, Sony E-mount). Rationale: Ensures the lens will function seamlessly with your existing equipment. Image Quality (Importance Scale: 9/10) Criteria: Sharpness, contrast, and color rendition. Rationale: Critical for producing professional-grade photographs. Autofocus Performance (Importance Scale: 8/10) Criteria: Fast and accurate autofocus, with manual override options. Rationale: Essential for capturing sharp images, especially in dynamic shooting situations. Build Quality and Durability (Importance Scale: 7/10) Criteria: Robust construction, weather-sealing for outdoor shoots. Rationale: Ensures longevity and reliability in various shooting environments. Price and Budget Considerations (Importance Scale: 6/10) Criteria: Cost-effectiveness, meeting the balance between quality and budget constraints. Rationale: Maximizes return on investment without sacrificing essential features. Additional Features (Importance Scale: 5/10) Criteria: Image stabilization, specialized lens elements to reduce aberrations. Rationale: Enhances image quality and user experience. Using these criteria, we’ve handpicked a range of portrait lenses that stand out.. Each lens on our list has been assessed based on these factors. Browse our picks below and find your next portrait lens! Canon EF 85mm f/1.8 USM Medium Telephoto Lens for Canon SLR Cameras Product Features: 85mm standard lens with f/1.8 maximum aperture: Standard focal length with a large aperture, ideal for creating defocused backgrounds and delivering sharp, high-contrast images even at maximum aperture. Ring-type ultra-sonic monitor (USM) drives rapid auto focusing with near-silent operation. Natural angle of view and perspective: The lens offers a natural angle of view and perspective that’s perfect for portraits and natural images. Background blur: The lens’s wide aperture can create a background blur (bokeh), making your subject stand out against a soft, out-of-focus background. Compact size and weight: Measuring just 3 inches in diameter and 2.8 inches long, and weighing 15 ounces, this lens is easy to carry and handle. Canon EF 85mm f/1.8 USM Medium Telephoto Lens for Canon SLR Cameras Buy on Amazon Nikon AF-P DX NIKKOR 18-55mm f/3.5-5.6G VR Lens for Nikon DSLR Cameras Product Features: Focal Length: This lens offers a focal length range from 18mm to 55mm, which makes it versatile and suitable for a variety of shooting scenarios. Aperture: The maximum aperture varies from f/3.5 at the wide end to f/5.6 at the telephoto end. This is useful for managing depth of field and shooting in various lighting conditions. Vibration Reduction (VR): Nikon’s Vibration Reduction technology helps reduce the effect of camera shake and blur, especially in low-light conditions or when using slower shutter speeds. AF-P: This lens features Nikon’s AF-P (Pulse motor) technology, which offers fast, quiet, and smooth autofocus operation The lens is fully compatible with a variety of Nikon DSLR cameras, such as the D7500, D5600, D5500, D5300, D3400, D3300, D500, D850. Certain models, including the Df, D5, D810, D750, D7200, D7100, may experience limited functionality. Nikon AF-P DX NIKKOR 18-55mm f/3.5-5.6G VR Lens for Nikon DSLR Cameras Buy on Amazon BALITY APS C Z Mount Sensitive 56mm F1.4 Portrait Lens Product Features: This portrait lens is designed for Z-mount cameras, including the ZFC, Z5, Z50, Z6, Z7, Z6II, and Z7II. It features eye-controlled focusing and subject tracking, along with automatic aperture functionality, A mode, S mode, and EXIF information recording. A large F1.4 aperture offers greater control over the depth of field, enabling a soft blur effect in the background. Precise brass mount and a silent motor for sensitive and precise focusing. The lens includes a hood that can be reversed for convenient storage when not in use. This feature not only makes it easier to store the lens but also offers protection and reduces stray or scattered light. 10 optical structures in 9 groups, including 1 ED (Extra-low Dispersion) lens and 1 high refractive lens. BALITY APS C Z Mount Sensitive 56mm F1.4 Portrait Lens Buy on Amazon Panasonic LUMIX G Lens for Micro Four-Thirds Cameras Product Features: F1.7 Large Diameter and Mid-Telephoto 85mm focal length offering a versatile field of view perfect for a variety of scenes. 31cm Closest Focusing Distance allows you to capture stunning close-ups with clarity. POWER O.I.S. (Optical Image Stabilizer) ensures steady and sharp images, even at slower shutter speeds. 240fps Drive AF ensures rapid autofocus, capturing fleeting moments with precision. Large F1.7 aperture perfect for low-light photography, capturing bright and clear images. 10 elements in 8 groups, including 1 aspherical lens for superior image quality. Maximum Magnification of approximately 0.2x/0.4x (35mm camera equivalent), providing ample scope for detail-oriented work. Panasonic LUMIX G Lens for Micro Four Thirds Cameras Buy on Amazon Sigma 56mm F1.4 DC DN for EF-M Mount . Product Features: Stepper motor technology that ensures smooth, quiet, and progressive autofocus for precise imaging. Dust and water-resistant construction for reliable usage in various weather conditions. Large lens hood included as standard, designed to reduce side flares, improving overall image clarity. Flare and ghost image reduction design ensures maximum image quality by minimizing unwanted light artifacts. The standard 56mm focal length is versatile for a wide range of photographic styles and situations. Made in Japan – guaranteeing incredible craftsmanship and quality. Sigma 56mm F1.4 DC DN for EF-M Mount Buy on Amazon Sony – E 50mm F1.8 OSS Portrait Lens Product Features: The built-in Optical SteadyShot image stabilization ensures sharp images by reducing blur that can occur from camera shake. The 7-blade circular aperture produces defocus effects that enhance the subject by blurring the background. Large F1.8 maximum aperture allows for exceptional performance in low-light conditions. 50mm focal length is ideal for a range of photography styles, including portrait, landscape, and more. Minimum focus distance of 1.28 ft (0.39 m) and a maximum magnification ratio of 0.16x, allowing for detailed close-ups. 49mm filter diameter is compatible with a range of accessories. Included Lens hood (ALC-SH116), Lens front cap, and Lens rear cap for maximum protection. Sony – E 50mm F1.8 OSS Portrait Lens Buy on Amazon Lightdow 85mm F1.8 Manual Focus Full Frame Portrait Lens for Nikon Product Features: Manual focus operation: This lens requires full manual focus operation on the DSLR camera Compatible with various Nikon DSLRs: The lens is designed for an extensive range of Nikon DSLR cameras 8-piece circular aperture: Enjoy a smooth and large focus range, ideal for capturing stunning portraits and landscapes Hybrid aspherical lenses and ultra multi-coating contribute to better image quality by reducing aberrations and improving light transmission. Large aperture: The lens’s large aperture helps in creating shallow depth-of-field images with an attractive bokeh effect. Lightdow 85mm F1.8 Manual Focus Full Frame Portrait Lens for Nikon Buy on Amazon Sigma 85mm f/1.4 DG HSM Art Lens for Canon EF Product Features: Newly designed Hyper Sonic Motor (HSM) for swift autofocus control F1.4 aperture delivers exceptional low-light performance and depth-of-field control, allowing for beautiful bokeh effects. 9 aperture blades Compatible with the Mount Converter MC-11, this lens can be adapted for use with Sony E-mount systems 14 lens elements built in 12 groups for ultra-high resolution Sigma 85mm f/1.4 DG HSM Art Lens for Canon EF Buy on Amazon VILTROX 56mm F1.4 f/1.4 XF Autofocus APS-C Portrait Lens for Fujifilm X-Mount Key features: Compact and efficient design compatible with Fujifilm X-mount mirrorless cameras Short telephoto focal length paired with a bright f/1.4 maximum aperture for outstanding control over depth of field High-quality optical design featuring extra-low dispersion and high refractive index elements The lens design incorporates an STM stepping motor, allowing for quick, nearly silent, and accurate autofocus performance while also providing a full-time manual focus override. Internal focusing design that contributes to speedy performance. Micro-USB port for firmware updates that ensures your lens continues to deliver optimal performance. VILTROX 56mm F1.4 f/1.4 XF Autofocus APS-C Portrait Lens for Fujifilm X-Mount Buy on Amazon NIKON NIKKOR Z 85mm f/1.8 S Portrait Fast Prime Lens for Nikon Z Cameras Product Features: 85mm f/1.8 lens with a nine-blade diaphragm for soft, rounded bokeh Two ED glass elements and Nano Crystal coating ensure lifelike accuracy and reduce lens flare and ghosting. A dust and drip-resistant design that provides comprehensive sealing to protect against dust and moisture, making it perfect for outdoor use and challenging environments. Customizable control ring allowing for on-the-fly adjustments to camera settings. NIKON NIKKOR Z 85mm f/1.8 S Portrait Fast Prime Lens for Nikon Z Cameras Buy on Amazon Fujifilm Lens XF35mmF1.4 R Product Features: 35mm focal length (53mm equivalent in 35mm format) that provides a “normal” angle of view Constructed with 8 elements in 6 groups, including 1 Aspherical Element 44.2-degree angle of view for capturing broad landscapes and tight interior shots 7-blade rounded diaphragm opening for creating beautiful bokeh effects 52mm filter size – compatible with a wide range of filters The focus range of normal 0.8m to infinity and Macro 28cm to 2.0m, offering versatility for close-up and distant subjects. Maximum magnification of 0.17x, making it suitable for capturing detailed close-ups. Fujifilm Lens XF35mmF1.4 R Buy on Amazon Tamron 70-300mm F/4.5-6.3 Di III RXD for Sony Full Frame Mirrorless Camera/APS-C E-Mount Product Features: Supreme lightweight portability: This lens is engineered to be extremely lightweight, making telephoto shooting a fun and stress-free experience. It’s a good choice for photographers who need to carry their gear for extended periods. Lens structure comprises 15 elements in 10 groups, designed to deliver high-quality images with excellent detail and contrast. Close focusing distance of 31.5″ at the wide end and 59.1″ at the tele end Maximum magnification ratio of 1:9.4 at the wide-angle end and 1:5.1 at the telephoto end. Moisture-resistant construction offers some degree of protection against the elements. Focal length: The lens offers a versatile focal length of 70-300mm, making it suitable for portrait photography, as well as a variety of shooting scenarios, including landscape, wildlife, and sports. Tamron 70-300mm F/4.5-6.3 Di III RXD for Sony Full Frame Mirrorless Camera/APS-C E-Mount Buy on Amazon Meike 85mm f1.8 Wide Aperture Full Frame Auto Focus Telephoto Lens . Product Features: Compatibility with Nikon F mount full frame mirrorless cameras and DSLRs, ensuring a perfect fit for your Nikon equipment. Classic 85mm portrait lens with a wide f/1.8 aperture, enabling beautiful photos with a smooth background blur effect, even in low-light conditions. Wide applications range from selective architecture, landscapes, and portraits to short-range sports and theatre photography. Autofocus lens and automatic aperture offering ease of use Lens structure comprising 6 groups and 11 elements for delivering sharp and detailed images. USB connection for firmware updates to keep your lens operating at its peak performance. Meike 85mm f1.8 Wide Aperture Full Frame Auto Focus Telephoto Lens Buy on Amazon Frequently Asked Questions (FAQs) What is a prime lens, and why is it often recommended for portrait photography? A prime lens is a type of lens that has a fixed focal length. In other words, unlike a zoom lens, a prime lens doesn’t allow you to zoom in or out to change your framing; to get closer or farther from your subject, you have to physically move. So why would anyone prefer this over the versatility of a zoom lens? The answer lies in the image quality and aperture size. Prime lenses often offer superior image sharpness and a larger maximum aperture (lower f-number) compared to zoom lenses. This larger aperture allows more light to reach the sensor, which not only helps in low-light conditions but also provides a shallower depth of field. A shallow depth of field is desirable in portrait photography because it keeps the subject in sharp focus while blurring the background, helping the subject stand out. What’s the difference between a full-frame camera and a crop sensor, and how does it affect the choice of portrait lens? A full-frame camera has a sensor that’s roughly the same size as a 35mm film frame, whereas a crop sensor is smaller. The main impact of this difference is the ‘crop factor,’ which affects the effective focal length of lenses. For instance, a 50mm lens on a crop sensor camera with a crop factor of 1.5x will have an effective focal length of 75mm. Therefore, when choosing a lens for a crop sensor camera, you need to account for the crop factor. If you want the equivalent field of view to an 85mm lens on a full-frame camera, for instance, you’d need a shorter focal length on a crop sensor camera. The sensor size can also impact the depth of field and low light performance, with full-frame cameras generally performing better in these aspects. How does focal length affect a portrait? Focal length can significantly impact how a portrait looks. Shorter focal lengths (wide-angle lenses) can distort facial features when used close-up, making them less desirable for close-up portraits. However, they can be good for environmental portraits where you want to include more of the scene around the subject. Longer focal lengths (telephoto lenses) can compress facial features and provide a more flattering perspective. They also help to isolate the subject from the background, which is often desirable in portrait photography. Why do some photographers prefer zoom lenses for portrait photography? While prime lenses are frequently suggested for portrait photography, some photographers favor zoom lenses for their versatility. A zoom lens enables you to modify your framing without the need to move closer or farther from your subject, which can be especially beneficial when shooting in tight spaces. Some contemporary zoom lenses also provide outstanding image quality and a fairly large maximum aperture, making them appropriate for portrait photography. For example, a 70-200mm f/2.8 lens is a favored option for portraits. Image: Amazon This article, "Portrait Lens: Top Picks For Your Photography Business" was first published on Small Business Trends View the full article

As a small business owner, freelance photographer, or budding entrepreneur in the field of photography, choosing a suitable portrait lens is an essential step. This guide will help you understand the different types of portrait lenses and the factors you should consider while choosing the one that best fits your needs. What Are Portrait Lenses? A portrait lens is a specialized tool designed to capture stunning, intimate images of people. These lenses, often used by professional portrait photographers, offer a focal length and maximum aperture that provides a flattering perspective and an appealing shallow depth of field. The focal length refers to the distance between the lens and the image sensor when the subject is focused. Usually, portrait lenses come in the form of prime lenses, which have a fixed focal length, or zoom lenses, which offer a range of focal lengths. Prime Lens The advantage of a prime lens, like the 85mm f/1.8, is its wide maximum aperture that allows you to create images with a shallow depth of field, putting the subject in sharp focus while blurring the background. Prime lenses also often produce sharper images and perform better in low-light situations than zoom lenses. Zoom Lens Zoom lenses, in contrast, are highly versatile. They offer a range of focal lengths, enabling you to swiftly adjust your composition without the need to move closer or farther from your subject. A popular zoom lens for portraits is the 70-200mm f/2.8. It delivers longer focal lengths, perfect for compressing facial features and isolating the subject from the background. Mirrorless Camera Lens Whether you are using a digital SLR or a mirrorless camera, having a quality portrait lens is essential. Mirrorless cameras, which represent a newer technology, are gaining popularity because of their compact size, lightweight design, and outstanding image quality. Manufacturers such as Canon, Nikon, and Sony offer excellent mirrorless cameras, each paired with a variety of compatible lenses. Product Recommendations: Top Portrait Lenses for Small Photography Businesses Finding the right portrait lens is no small feat. As you’ve read, there are several factors to consider in order to find the best portrait lens for your needs. We’ve established a set of criteria to guide you in selecting a portrait lens that aligns with your specific needs: Focal Length (Importance Scale: 9/10) Criteria: Generally between 50mm to 135mm for optimal framing and perspective. Rationale: Ensures flattering proportions and a natural field of view for portraits. Aperture (Importance Scale: 10/10) Criteria: A wide aperture (such as f/1.4, f/1.8, or f/2.8) enhances light capture and allows for improved control over depth of field. Rationale: Enables beautiful background blur (bokeh) and excellent performance in low-light conditions. Lens Mount and Compatibility (Importance Scale: 10/10) Criteria: Compatible with your camera body (e.g., Canon EF, Nikon F, Sony E-mount). Rationale: Ensures the lens will function seamlessly with your existing equipment. Image Quality (Importance Scale: 9/10) Criteria: Sharpness, contrast, and color rendition. Rationale: Critical for producing professional-grade photographs. Autofocus Performance (Importance Scale: 8/10) Criteria: Fast and accurate autofocus, with manual override options. Rationale: Essential for capturing sharp images, especially in dynamic shooting situations. Build Quality and Durability (Importance Scale: 7/10) Criteria: Robust construction, weather-sealing for outdoor shoots. Rationale: Ensures longevity and reliability in various shooting environments. Price and Budget Considerations (Importance Scale: 6/10) Criteria: Cost-effectiveness, meeting the balance between quality and budget constraints. Rationale: Maximizes return on investment without sacrificing essential features. Additional Features (Importance Scale: 5/10) Criteria: Image stabilization, specialized lens elements to reduce aberrations. Rationale: Enhances image quality and user experience. Using these criteria, we’ve handpicked a range of portrait lenses that stand out.. Each lens on our list has been assessed based on these factors. Browse our picks below and find your next portrait lens! Canon EF 85mm f/1.8 USM Medium Telephoto Lens for Canon SLR Cameras Product Features: 85mm standard lens with f/1.8 maximum aperture: Standard focal length with a large aperture, ideal for creating defocused backgrounds and delivering sharp, high-contrast images even at maximum aperture. Ring-type ultra-sonic monitor (USM) drives rapid auto focusing with near-silent operation. Natural angle of view and perspective: The lens offers a natural angle of view and perspective that’s perfect for portraits and natural images. Background blur: The lens’s wide aperture can create a background blur (bokeh), making your subject stand out against a soft, out-of-focus background. Compact size and weight: Measuring just 3 inches in diameter and 2.8 inches long, and weighing 15 ounces, this lens is easy to carry and handle. Canon EF 85mm f/1.8 USM Medium Telephoto Lens for Canon SLR Cameras Buy on Amazon Nikon AF-P DX NIKKOR 18-55mm f/3.5-5.6G VR Lens for Nikon DSLR Cameras Product Features: Focal Length: This lens offers a focal length range from 18mm to 55mm, which makes it versatile and suitable for a variety of shooting scenarios. Aperture: The maximum aperture varies from f/3.5 at the wide end to f/5.6 at the telephoto end. This is useful for managing depth of field and shooting in various lighting conditions. Vibration Reduction (VR): Nikon’s Vibration Reduction technology helps reduce the effect of camera shake and blur, especially in low-light conditions or when using slower shutter speeds. AF-P: This lens features Nikon’s AF-P (Pulse motor) technology, which offers fast, quiet, and smooth autofocus operation The lens is fully compatible with a variety of Nikon DSLR cameras, such as the D7500, D5600, D5500, D5300, D3400, D3300, D500, D850. Certain models, including the Df, D5, D810, D750, D7200, D7100, may experience limited functionality. Nikon AF-P DX NIKKOR 18-55mm f/3.5-5.6G VR Lens for Nikon DSLR Cameras Buy on Amazon BALITY APS C Z Mount Sensitive 56mm F1.4 Portrait Lens Product Features: This portrait lens is designed for Z-mount cameras, including the ZFC, Z5, Z50, Z6, Z7, Z6II, and Z7II. It features eye-controlled focusing and subject tracking, along with automatic aperture functionality, A mode, S mode, and EXIF information recording. A large F1.4 aperture offers greater control over the depth of field, enabling a soft blur effect in the background. Precise brass mount and a silent motor for sensitive and precise focusing. The lens includes a hood that can be reversed for convenient storage when not in use. This feature not only makes it easier to store the lens but also offers protection and reduces stray or scattered light. 10 optical structures in 9 groups, including 1 ED (Extra-low Dispersion) lens and 1 high refractive lens. BALITY APS C Z Mount Sensitive 56mm F1.4 Portrait Lens Buy on Amazon Panasonic LUMIX G Lens for Micro Four-Thirds Cameras Product Features: F1.7 Large Diameter and Mid-Telephoto 85mm focal length offering a versatile field of view perfect for a variety of scenes. 31cm Closest Focusing Distance allows you to capture stunning close-ups with clarity. POWER O.I.S. (Optical Image Stabilizer) ensures steady and sharp images, even at slower shutter speeds. 240fps Drive AF ensures rapid autofocus, capturing fleeting moments with precision. Large F1.7 aperture perfect for low-light photography, capturing bright and clear images. 10 elements in 8 groups, including 1 aspherical lens for superior image quality. Maximum Magnification of approximately 0.2x/0.4x (35mm camera equivalent), providing ample scope for detail-oriented work. Panasonic LUMIX G Lens for Micro Four Thirds Cameras Buy on Amazon Sigma 56mm F1.4 DC DN for EF-M Mount . Product Features: Stepper motor technology that ensures smooth, quiet, and progressive autofocus for precise imaging. Dust and water-resistant construction for reliable usage in various weather conditions. Large lens hood included as standard, designed to reduce side flares, improving overall image clarity. Flare and ghost image reduction design ensures maximum image quality by minimizing unwanted light artifacts. The standard 56mm focal length is versatile for a wide range of photographic styles and situations. Made in Japan – guaranteeing incredible craftsmanship and quality. Sigma 56mm F1.4 DC DN for EF-M Mount Buy on Amazon Sony – E 50mm F1.8 OSS Portrait Lens Product Features: The built-in Optical SteadyShot image stabilization ensures sharp images by reducing blur that can occur from camera shake. The 7-blade circular aperture produces defocus effects that enhance the subject by blurring the background. Large F1.8 maximum aperture allows for exceptional performance in low-light conditions. 50mm focal length is ideal for a range of photography styles, including portrait, landscape, and more. Minimum focus distance of 1.28 ft (0.39 m) and a maximum magnification ratio of 0.16x, allowing for detailed close-ups. 49mm filter diameter is compatible with a range of accessories. Included Lens hood (ALC-SH116), Lens front cap, and Lens rear cap for maximum protection. Sony – E 50mm F1.8 OSS Portrait Lens Buy on Amazon Lightdow 85mm F1.8 Manual Focus Full Frame Portrait Lens for Nikon Product Features: Manual focus operation: This lens requires full manual focus operation on the DSLR camera Compatible with various Nikon DSLRs: The lens is designed for an extensive range of Nikon DSLR cameras 8-piece circular aperture: Enjoy a smooth and large focus range, ideal for capturing stunning portraits and landscapes Hybrid aspherical lenses and ultra multi-coating contribute to better image quality by reducing aberrations and improving light transmission. Large aperture: The lens’s large aperture helps in creating shallow depth-of-field images with an attractive bokeh effect. Lightdow 85mm F1.8 Manual Focus Full Frame Portrait Lens for Nikon Buy on Amazon Sigma 85mm f/1.4 DG HSM Art Lens for Canon EF Product Features: Newly designed Hyper Sonic Motor (HSM) for swift autofocus control F1.4 aperture delivers exceptional low-light performance and depth-of-field control, allowing for beautiful bokeh effects. 9 aperture blades Compatible with the Mount Converter MC-11, this lens can be adapted for use with Sony E-mount systems 14 lens elements built in 12 groups for ultra-high resolution Sigma 85mm f/1.4 DG HSM Art Lens for Canon EF Buy on Amazon VILTROX 56mm F1.4 f/1.4 XF Autofocus APS-C Portrait Lens for Fujifilm X-Mount Key features: Compact and efficient design compatible with Fujifilm X-mount mirrorless cameras Short telephoto focal length paired with a bright f/1.4 maximum aperture for outstanding control over depth of field High-quality optical design featuring extra-low dispersion and high refractive index elements The lens design incorporates an STM stepping motor, allowing for quick, nearly silent, and accurate autofocus performance while also providing a full-time manual focus override. Internal focusing design that contributes to speedy performance. Micro-USB port for firmware updates that ensures your lens continues to deliver optimal performance. VILTROX 56mm F1.4 f/1.4 XF Autofocus APS-C Portrait Lens for Fujifilm X-Mount Buy on Amazon NIKON NIKKOR Z 85mm f/1.8 S Portrait Fast Prime Lens for Nikon Z Cameras Product Features: 85mm f/1.8 lens with a nine-blade diaphragm for soft, rounded bokeh Two ED glass elements and Nano Crystal coating ensure lifelike accuracy and reduce lens flare and ghosting. A dust and drip-resistant design that provides comprehensive sealing to protect against dust and moisture, making it perfect for outdoor use and challenging environments. Customizable control ring allowing for on-the-fly adjustments to camera settings. NIKON NIKKOR Z 85mm f/1.8 S Portrait Fast Prime Lens for Nikon Z Cameras Buy on Amazon Fujifilm Lens XF35mmF1.4 R Product Features: 35mm focal length (53mm equivalent in 35mm format) that provides a “normal” angle of view Constructed with 8 elements in 6 groups, including 1 Aspherical Element 44.2-degree angle of view for capturing broad landscapes and tight interior shots 7-blade rounded diaphragm opening for creating beautiful bokeh effects 52mm filter size – compatible with a wide range of filters The focus range of normal 0.8m to infinity and Macro 28cm to 2.0m, offering versatility for close-up and distant subjects. Maximum magnification of 0.17x, making it suitable for capturing detailed close-ups. Fujifilm Lens XF35mmF1.4 R Buy on Amazon Tamron 70-300mm F/4.5-6.3 Di III RXD for Sony Full Frame Mirrorless Camera/APS-C E-Mount Product Features: Supreme lightweight portability: This lens is engineered to be extremely lightweight, making telephoto shooting a fun and stress-free experience. It’s a good choice for photographers who need to carry their gear for extended periods. Lens structure comprises 15 elements in 10 groups, designed to deliver high-quality images with excellent detail and contrast. Close focusing distance of 31.5″ at the wide end and 59.1″ at the tele end Maximum magnification ratio of 1:9.4 at the wide-angle end and 1:5.1 at the telephoto end. Moisture-resistant construction offers some degree of protection against the elements. Focal length: The lens offers a versatile focal length of 70-300mm, making it suitable for portrait photography, as well as a variety of shooting scenarios, including landscape, wildlife, and sports. Tamron 70-300mm F/4.5-6.3 Di III RXD for Sony Full Frame Mirrorless Camera/APS-C E-Mount Buy on Amazon Meike 85mm f1.8 Wide Aperture Full Frame Auto Focus Telephoto Lens . Product Features: Compatibility with Nikon F mount full frame mirrorless cameras and DSLRs, ensuring a perfect fit for your Nikon equipment. Classic 85mm portrait lens with a wide f/1.8 aperture, enabling beautiful photos with a smooth background blur effect, even in low-light conditions. Wide applications range from selective architecture, landscapes, and portraits to short-range sports and theatre photography. Autofocus lens and automatic aperture offering ease of use Lens structure comprising 6 groups and 11 elements for delivering sharp and detailed images. USB connection for firmware updates to keep your lens operating at its peak performance. Meike 85mm f1.8 Wide Aperture Full Frame Auto Focus Telephoto Lens Buy on Amazon Frequently Asked Questions (FAQs) What is a prime lens, and why is it often recommended for portrait photography? A prime lens is a type of lens that has a fixed focal length. In other words, unlike a zoom lens, a prime lens doesn’t allow you to zoom in or out to change your framing; to get closer or farther from your subject, you have to physically move. So why would anyone prefer this over the versatility of a zoom lens? The answer lies in the image quality and aperture size. Prime lenses often offer superior image sharpness and a larger maximum aperture (lower f-number) compared to zoom lenses. This larger aperture allows more light to reach the sensor, which not only helps in low-light conditions but also provides a shallower depth of field. A shallow depth of field is desirable in portrait photography because it keeps the subject in sharp focus while blurring the background, helping the subject stand out. What’s the difference between a full-frame camera and a crop sensor, and how does it affect the choice of portrait lens? A full-frame camera has a sensor that’s roughly the same size as a 35mm film frame, whereas a crop sensor is smaller. The main impact of this difference is the ‘crop factor,’ which affects the effective focal length of lenses. For instance, a 50mm lens on a crop sensor camera with a crop factor of 1.5x will have an effective focal length of 75mm. Therefore, when choosing a lens for a crop sensor camera, you need to account for the crop factor. If you want the equivalent field of view to an 85mm lens on a full-frame camera, for instance, you’d need a shorter focal length on a crop sensor camera. The sensor size can also impact the depth of field and low light performance, with full-frame cameras generally performing better in these aspects. How does focal length affect a portrait? Focal length can significantly impact how a portrait looks. Shorter focal lengths (wide-angle lenses) can distort facial features when used close-up, making them less desirable for close-up portraits. However, they can be good for environmental portraits where you want to include more of the scene around the subject. Longer focal lengths (telephoto lenses) can compress facial features and provide a more flattering perspective. They also help to isolate the subject from the background, which is often desirable in portrait photography. Why do some photographers prefer zoom lenses for portrait photography? While prime lenses are frequently suggested for portrait photography, some photographers favor zoom lenses for their versatility. A zoom lens enables you to modify your framing without the need to move closer or farther from your subject, which can be especially beneficial when shooting in tight spaces. Some contemporary zoom lenses also provide outstanding image quality and a fairly large maximum aperture, making them appropriate for portrait photography. For example, a 70-200mm f/2.8 lens is a favored option for portraits. Image: Amazon This article, "Portrait Lens: Top Picks For Your Photography Business" was first published on Small Business Trends View the full article

Engaging staff in proactive fraud detection can be critical in spotting issues early. Quick Tech Talk With Steve Yoss CPE Today Go PRO for members-only access to more Stephen Yoss. View the full article

Engaging staff in proactive fraud detection can be critical in spotting issues early. Quick Tech Talk With Steve Yoss CPE Today Go PRO for members-only access to more Stephen Yoss. View the full article

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

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand which strategies drive results. This article tackles the key differences between each attribution method to help you determine which one best fits your business needs. The growing need for smarter marketing attribution With Google’s recent update to its open-source marketing mix model, Meridian, interest in marketing mix analysis and channel modeling has surged. While enterprise brands have long benefited from these insights, smaller businesses running multi-channel marketing can also gain value. Two leading methodologies have emerged to tackle this challenge: Multi-touch attribution (MTA). Marketing mix modeling (MMM). Both aim to measure marketing effectiveness but differ significantly in methodology, scope, and application. Every business investing in marketing needs to assess whether its efforts are paying off. SEO, email campaigns, search ads, and social media all demand time and budget. But without the right measurement approach, it’s difficult to know which channels truly drive results. Many marketers rely on in-platform data, but this only provides a partial view due to differing attribution models and settings. Third-party attribution tools attempt to bridge the gap, but they often favor specific marketing channels and impose predefined attribution rules, which may not align with long-term business goals. For businesses serious about optimizing their marketing, a customized approach is essential – one that fully leverages their own data while integrating additional insights. This is where MTA and MMM shine. Dig deeper: 7 must-know marketing attribution definitions to avoid getting gamed Understanding the basics Multi-touch attribution Multi-touch attribution is a digital-first methodology that tracks individual customer interactions across various touchpoints in their journey to purchase. It assigns credit to each marketing touchpoint based on its contribution to the final conversion. Operating at a granular, user-level scale, MTA collects data from cookies, device IDs, and other digital identifiers to create a detailed picture of the customer journey. MTA is commonly supported by marketing channels like Google Ads, which offer different attribution settings – data-driven being the most recommended. However, first and last touch models are not considered part of MTA, as they only account for a single touchpoint. Beyond in-platform attribution, most analytics tools also support multi-touch attribution. For SMBs with strong tracking and high data quality, these tools can be sufficient. However, taking attribution to the next level requires a customized MTA by: Using a tool that allows customization. Or building custom attribution reports, often in combination with a data warehouse. A tailored MTA ensures attribution is aligned with your business and customer journey, leading to more accurate insights. The need for a customized MTA becomes clear with the following example: Imagine a user encounters two social touchpoints – an Instagram ad and a TikTok ad – before converting through a Google Search ad. A standard MTA might allocate 20% credit to each social channel for awareness and 60% to Google Search, assuming search played the most crucial role due to its intent-driven nature. Instagram ad: 20% TikTok ad: 20% Google Search: 60% You might conclude that increasing your Google Ads budget and investing more in search is the right move. While this could work, it could also backfire – without a customized MTA, your decision-making may be flawed. Let’s take a closer look at the user journey to see what might be wrong: Instagram ad – Cold awareness: 50% TikTok ad – Remarketing: 40% Google Search – Branded search: 10% Instead of Google Search being the primary driver, it could be that: Instagram is generating initial awareness. TikTok is handling remarketing. Google is simply capturing conversions from users already familiar with your brand. In this case, increasing Google Ads spend wouldn’t necessarily drive more sales. It would just reinforce the final step while neglecting the earlier, more influential touchpoints. With this in mind, MTA weightings can look completely different. Investing more in cold traffic and remarketing while minimizing spend on Google Search might be the smarter approach, as search doesn’t generate demand but rather supports the last step and defends your brand against competitors. This example highlights why a customized MTA is essential. It allows you to tailor attribution to your specific strategy, funnel, and customer journey. However, if data quality is poor or customization is lacking, it can lead to inaccurate insights, poor decisions, and short-term thinking. Marketing mix modeling Marketing mix modeling, on the other hand, takes a top-down, aggregate approach. It analyzes historical marketing spend across channels along with external factors to assess their impact on business outcomes. Using advanced statistical techniques, MMM identifies correlations between marketing investments and results. An effective marketing mix model incorporates both historical and current data, making it resilient to outliers and short-term fluctuations. Depending on the model, it also allows for the inclusion of seasonal trends, industry benchmarks, growth rates, and marketing volume. Additionally, MMM can account for brand awareness and loyalty in base sales, as well as measure incremental sales. Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. MTA vs. MMM: Key differences MTA is a valuable tool for digital marketing teams that need immediate insights and real-time tracking to optimize campaigns quickly. Its granular data helps marketers refine conversion paths and personalize customer interactions. However, increasing privacy restrictions and the phase-out of third-party cookies make MTA more challenging to implement effectively. Additionally, its digital-first nature means it struggles to account for offline marketing efforts and may lead businesses to prioritize short-term conversions over long-term brand growth. MMM, by contrast, provides a broader, privacy-friendly approach that captures both digital and offline marketing performance. It is particularly useful for long-term budget planning, helping businesses allocate resources effectively across multiple channels. However, its reliance on historical data and aggregate trends makes it less suited for rapid campaign adjustments. Companies that operate across both digital and traditional marketing channels may benefit from combining MTA’s real-time insights with MMM’s strategic guidance for a more balanced approach. Dig deeper: How to evolve your PPC measurement strategy for a privacy-first future Open-source marketing mix models Open-source marketing mix models are widely used for several reasons. They are free, making them an attractive alternative to expensive enterprise tools. Another key advantage is transparency. Since these models can be reviewed, businesses are not reliant on “black box” solutions. Some of the most notable open-source models include: Meridian. Robyn (from Meta). PyMC Marketing. To determine which model best suits your needs, it’s helpful to experiment by uploading test datasets and exploring their functionalities. While these models share a common approach, they differ in customization depth and fine-tuning capabilities. In my experience, Meridian is the most advanced, offering deep integration with first-party, organic, and third-party data. However, its complexity may require a steeper learning curve. For a quicker setup, Robyn from Meta is a solid starting point. Hybrid approach As marketing measurement evolves, organizations increasingly adopt hybrid approaches that combine the strengths of both MTA and MMM. This unified framework aims to: Leverage MTA’s granular digital insights for tactical optimization. Use MMM for strategic planning and budget allocation. Cross-validate findings between both methodologies. Provide a more complete view of marketing effectiveness. For digital-first companies, MTA is often the preferred starting point, offering real-time insights for rapid campaign adjustments. In contrast, businesses investing heavily in traditional marketing tend to benefit more from MMM, as it: Aligns with privacy regulations. Accounts for external factors. Delivers a holistic view of marketing performance. A hybrid approach provides the best of both worlds – combining MTA’s agility with MMM’s long-term perspective. While managing both requires additional resources, businesses implementing this strategy gain precise, channel-specific insights and a broader strategic understanding. This dual approach is particularly valuable for organizations balancing short-term performance optimization with sustainable, long-term growth. Boost your marketing performance with the right attribution model Both MTA and MMM offer valuable insights into marketing effectiveness, but they serve different purposes and have distinct advantages. As the marketing landscape becomes more complex and privacy-focused, it’s essential to assess your measurement needs and capabilities to determine the best approach – or a combination of both. The future of marketing measurement likely lies in hybrid solutions that blend MTA’s granular insights with MMM’s strategic perspective while adapting to evolving privacy regulations and technological changes. By integrating these methodologies, you’ll be better equipped to optimize marketing investments and drive long-term business growth. View the full article

If you want your iCloud data to be as well-protected as possible, you need to turn on Advanced Data Protection (ADP)— but that's no longer going to be an option in the UK. Apple is pulling ADP from the country, reportedly following a request from the UK government for a backdoor into encrypted iCloud files, and the fallout is likely to have global consequences. What is ADP? ADP applies end-to-end encryption (the gold standard for data security) to just about everything you've got backed up in iCloud, making it virtually impossible for anyone else to access it. If ADP isn't enabled, only certain types of data get this protection, such as passwords and payment info, Messages in iCloud, and your health data. It's important to note that this data remains fully protected from everyone—even Apple and UK spies. Without ADP, the rest of your iCloud backups (think iCloud Drive, Photos, and Notes, for example) are still protected, but with a lower level of encryption. That protection does a very good job at keeping out bad actors and preventing your data from being hacked, but it can still be accessed if required by Apple employees and—crucially for this current story—government and law enforcement agencies. While Apple and the governments and security services of the world would tell you they have robust checks in place when it comes to who can get at encrypted data, the possibility for access is still there. With ADP (and other places where end-to-end encryption is deployed, like WhatsApp) that possibility goes away. Even if the FBI or MI5 demand files, they can't be delivered. Earlier this month, The Washington Post reported that UK officials had requested secret, backdoor access into Apple's fully encrypted data files. The demand was apparently made under the auspices of the Investigatory Powers Act of 2016, which gives the country's security services widespread access to user data in the name of investigating criminal activity: Fighting terrorism and stopping child abuse are two common reasons given for creating an encryption backdoor. It's a fight that's been going on for years. Governments and law enforcement agencies want their own special keys to the locks protecting user data across the world, ostensibly to halt criminals in their tracks. Privacy campaigners and tech companies like Apple argue there's no effective way of limiting a backdoor to just the "good guys" and not the "bad guys" (even if it was easy to distinguish between the two, which it isn't). Apple's move in the UK—and the global implications Users in the UK now see a message like this. Credit: Lifehacker Apple's policy has long been that it will never offer backdoors to its encrypted data, so it would seem to have decided that its only other option is to pull ADP. Brits without ADP enabled can no longer turn it on, while those who do have the feature set up will have to eventually turn it off (though Apple hasn't said when). "Apple can no longer offer Advanced Data Protection (ADP) in the United Kingdom to new users and current UK users will eventually need to disable this security feature," Apple spokesperson Julien Trosdorf told The Verge. "We are gravely disappointed that the protections provided by ADP will not be available to our customers in the UK given the continuing rise of data breaches and other threats to customer privacy." As you would expect given the sensitive nature of the issue, government officials in the UK haven't said anything about what's been reported—and you'll see Apple makes no direct reference to it either, because to publicize a demand made under the Investigatory Powers Act is itself a criminal offense. As for other organizations, such as Google and Meta, we're still in the dark. Presumably the UK government has made the same request, but details haven't leaked out—and no one involved can talk about it. Google and Meta, like Apple, have repeatedly said they're against encryption backdoors. It's a mess if you're in the UK (like me), but it affects everyone: Given the rather blurry national borders we now have in the internet age, UK agencies would most likely have been able to access end-to-end encrypted data from users across the world through this backdoor, which for now looks off the table. I've got ADP switched on, but unless the issue gets sorted out, I'll have to turn it off soon—meaning some of my iCloud data is more vulnerable to snooping again. As is often the case, it's ordinary users who end up losing out, while the debate on encryption backdoors rumbles on. View the full article

Corporate lay-offs are the first for coffee shop chain since 2018View the full article

Vivek Ramaswamy, the Cincinnati-born biotech entrepreneur who departed the Department of Government Efficiency initiative on President Donald Trump’s first day, was expected to launch his bid for Ohio governor Monday. Ramaswamy, 39, is set to kick off his campaign in Cincinnati, joining the 2026 Republican primary just a month after presumed frontrunner and then-Lt. Gov. Jon Husted left the running to take a U.S. Senate appointment. Ramaswamy sought the GOP nomination for president in 2024 before dropping out to back Trump, who later tapped him to co-chair the efficiency initiative with billionaire Elon Musk. A near-billionaire himself, Ramaswamy has promoted his ties to Trump as he lines up key endorsements and donors in the governor’s race, but the president has made no formal endorsement yet. Ramaswamy joins a competitive GOP primary field to succeed Republican Gov. Mike DeWine, 78, a veteran center-right politician who is term-limited. Ohio Attorney General Dave Yost announced a bid for the seat in January and Heather Hill, a Black entrepreneur from Appalachia, also is running. Dr. Amy Acton, the former state health director who helped lead Ohio through the early days of the COVID-19 pandemic, is running as a Democrat. They will compete in a former bellwether state that has tacked reliably red in recent years, having voted for Trump three times by more than 8 percentage points. Republicans also hold every statewide executive office, a majority on the Ohio Supreme Court and supermajorities in both legislative chambers. Ramaswamy, who is Hindu, outlined the 10 core beliefs featured in his presidential campaign — led by “God is real” followed by “there are two genders” — in the 2024 book, “Truths: The Future of America First.” He first rose to political prominence with his 2021 book, “Woke Inc: Inside Corporate America’s Social Justice Scam,” a scorching critique of corporations that he said use social justice causes as a smokescreen for self-interested policies. He seeks to buck the traditional route to Ohio’s governorship, which runs through extensive government service often stretching decades, and instead mount a Trump-style ascent into the job directly from the business world. The formula has worked for Vice President JD Vance and U.S. Sen. Bernie Moreno, two political newcomers who won Senate seats with the help of Trump’s endorsement in 2022 and 2024, respectively. But Ramaswamy will test it in a state government-level race for the first time in recent memory. DeWine passed Ramaswamy over to appoint Husted to the Senate seat vacated by Vance, citing Husted’s decades of elective experience. The gubernatorial bid by Husted, a former Ohio House speaker and secretary of state, had locked down many key endorsements and wealthy donors, who are now largely free agents. Yost joined the race as rumors circulated that Ramaswamy was planning a run. Since then, however, Ohio Treasurer Robert Sprague and Republican Secretary of State Frank LaRose have endorsed Ramaswamy. —Julie Carr Smyth, Associated Press View the full article

Dropping things on your foot and rating how much it hurts is a growing trend on TikTok. The meme's popularity may be indicative of something deep and troubling in youth culture. So, maybe, is injecting butterflies and turning goth. You be the judge. What is "Amialivecore?" On his substack "The Trend Report," Kyle Raymond Fitzpatrick pulled together a ton of disparate cultural expressions among online youth to identify a style he calls "Amialivecore." Fitzpatrick posits that young people are subconsciously unsure if they are actually living human beings. I think he's onto something. My interpretation of the meaning of amialivecore: Since they were babies, young people's experiences are almost entirely unreal. Everything is mediated. They have "experiences" in video games. They see the world through the vertical window of TikTok videos. They only see their friends in online posts. They build personal philosophies from memes. Meanwhile, the companies and algorithms behind the social media platforms and video games have gotten really good at dehumanization. They've identified, commodified, and shaped their dreams, desires, thoughts, and feelings so thoroughly, it's impossible for young people to know how to live authentically. So they play-act and create content in place of living. For evidence, go to see a band kids like, and compare how many people have their phones out to shoot video and how many are dancing. According to Fitzpatrick, seemingly unrelated things like the TikTok trend of dropping objects on your feet and rating how much they hurt, wearing visible tape on your face in public, and spending your time consciously trying to find a personal style illustrate young people attempting to "problem solve the question of if you are alive and if your body works and if you are indeed present in the present." Maybe eating butterflies and suddenly becoming goth are expressions of amialivecore, too. Are teens injecting butterflies as part of an online challenge?No. I can't find any evidence of an "online challenge" involving injecting yourself with a butterfly, but that's what some sources claim inspired a Brazilian 14-year-old to crush a butterfly, mix it with water, and inject it into his leg. Things ended horribly for Davi Nunes Moreira: After a week suffering agonizing symptoms, he died in a hospital in Planalto, Brazil. Medical professionals aren't certain what caused the teen's death specifically: It could have been an allergic reaction, an infection, an embolism, or the butterfly itself might have been toxic. Point is, it's a bad idea to inject yourself with butterflies, but it's also a bad idea to report on "online challenges" that almost definitely don't exist. People have been killing themselves in stupid ways since people first came out. What is the "accidentally became important at work" meme? I'm fascinated by the meme-making generations getting older, confronting adult situations for the first time, and warning/informing each other through memes. That's the vibe behind the "becoming important at work" memes that are flooding social media this week. The idea is to attach the phrase "accidentally became important at work" to an image expressing the realization of what happens when you're "noticed" at work. Here are some examples: This Tweet is currently unavailable. It might be loading or has been removed. This Tweet is currently unavailable. It might be loading or has been removed. This Tweet is currently unavailable. It might be loading or has been removed. What does “aura farming" mean?In slang, the word "aura" describes a person who is mysterious and cool. It's a positive thing. "Aura farming" on the other hand, is ambiguous. Depending on the context, it can refer to a person who does something cool without trying or someone who is trying too hard to appear cool. It's all about context. (For more slang definition to keep your vocab on fleek, check out my guide to Gen Z and Gen A slang.) Goth is back (not that it ever really went anywhere)Like the vampires that inspire it, goth never really dies; it just sleeps in its coffin until it's time to claims new victims. Judging from TikTok, the dark aesthetic and gloomy vibe of the subculture is gaining ground with young people; maybe it's based on the recent reboot of Nosferatu or maybe it's just because goth fits the times. While some goth markers that are perennial—black clothes, Joy Division, too much eyeliner—this generation's expression of the vibe is different in key ways from their grandparents' interpretation of it back in the early 1980s. Maybe it's because I'm thinking about amIalivecore, but nu-goths seems like more of a pose than a lifestyle. The look bends more toward the theatrical and gaudy than past generations. Today's goth feels more intentional and self-conscious, like the kids bought the clothes, watched some makeup tutorials, then said, "now I'm a goth!" Old goths tended to be pale, suicidal junkies that let other people call them "goth." Viral video of the week: baby at BenihanaDo you remember the first time you went to Benihana? The baby in this week's viral video is too young to form lasting memories of his first trip to the Japanese chain with the theatrical food presentation, but it makes a huge impression anyway. View the full article

Confusion and chaos loom as hundreds of thousands of federal employees begin their workweek on Monday facing a deadline from President Donald Trump’s cost-cutting chief, Elon Musk, to explain their recent accomplishments or risk losing their jobs. Musk’s unusual demand has faced resistance from several key U.S. agencies led by the president’s loyalists—including the FBI, State Department, Homeland Security, and the Pentagon—which instructed their employees over the weekend not to comply. Lawmakers in both parties said that Musk’s mandate may be illegal, while unions are threatening to sue. Trump over the weekend called for Musk to be more aggressive in his cost-cutting crusade through the so-called Department of Government Efficiency, or DOGE, and posted a meme on social media mocking federal employees who “cried about Trump and Elon.” Musk’s team sent an email to hundreds of thousands of federal employees on Saturday giving them roughly 48 hours to report five specific things they had accomplished last week. In a separate message on X, Musk said any employee who failed to respond by the deadline—set in the email as 11:59 p.m. EST Monday—would lose their job. Mass confusion followed on the eve of the deadline as some agencies resisted the order, others encouraged their workers to comply, and still others offered conflicting guidance. One message on Sunday morning from the Department of Health and Human Services, led by Robert F. Kennedy Jr., instructed its roughly 80,000 employees to comply. That was shortly after the acting general counsel, Sean Keveney, had instructed some not to. And by Sunday evening, agency leadership issued new instructions that employees should “pause activities” related to the request until noon on Monday. “I’ll be candid with you. Having put in over 70 hours of work last week advancing Administration’s priorities, I was personally insulted to receive the below email,” Keveney said in an email viewed by the Associated Press that acknowledged a broad sense of “uncertainty and stress” within the agency. Keveney laid out security concerns and pointed out some of the work done by the agency’s employees may be protected by attorney-client privilege: “I have received no assurances that there are appropriate protections in place to safeguard responses to this email.” Democrats and even some Republicans, including Sen. John Curtis, R-Utah, were critical of Musk’s ultimatum. “If I could say one thing to Elon Musk, it’s like, please put a dose of compassion in this,” Curtis, whose state has 33,000 federal employees, said on CBS’ “Face the Nation.” “These are real people. These are real lives. These are mortgages. . . . It’s a false narrative to say we have to cut and you have to be cruel to do it as well.” Newly confirmed FBI Director Kash Patel, an outspoken Trump ally, instructed employees to ignore Musk’s request, at least for now. “The FBI, through the Office of the Director, is in charge of all of our review processes, and will conduct reviews in accordance with FBI procedures,” Patel wrote in an email confirmed by the AP. “When and if further information is required, we will coordinate the responses. For now, please pause any responses.” Ed Martin, interim U.S. attorney for the District of Columbia, sent his staff a message Sunday that may have caused more confusion. “Let me clarify: We will comply with this OPM request whether by replying or deciding not to reply,” Martin wrote in the email obtained by the AP, referring to the Office of Personnel Management. “Please make a good faith effort to reply and list your activities (or not, as you prefer), and I will, as I mentioned, have your back regarding any confusion,” Martin continued. “We can do this.” Officials at the Departments of State, Defense, and Homeland Security were more consistent. Tibor Nagy, acting undersecretary of state for management, told employees in an email that department leadership would respond on behalf of workers. “No employee is obligated to report their activities outside of their Department chain of command,” Nagy wrote in an email. Pentagon leadership instructed employees to “pause” any response to Musk’s team, according to an email from Jules Hurst, the deputy undersecretary of defense for personnel and readiness. The Homeland Security Department, meanwhile, told employees that “no reporting action from you is needed at this time” and that agency managers would respond, according to an email from R.D. Alles, deputy undersecretary for management. Thousands of government employees have already been forced out of the federal workforce—either by being fired or through a “deferred resignation” offer—during the first month of Trump’s second term. There is no official figure available for the total firings or layoffs so far, but the AP has tallied hundreds of thousands of workers who are being affected. Many work outside of Washington. Musk on Sunday called his latest request “a very basic pulse check.” “The reason this matters is that a significant number of people who are supposed to be working for the government are doing so little work that they are not checking their email at all!” Musk wrote on X. “In some cases, we believe non-existent people or the identities of dead people are being used to collect paychecks. In other words, there is outright fraud.” He has provided no evidence of such fraud. Separately, Musk and Trump have falsely claimed in recent days that tens of millions of dead people over 100 years old are receiving Social Security payments. Meanwhile, thousands of other employees are preparing to leave the federal workforce this coming week, including probationary civilian workers at the Pentagon and all but a fraction of U.S. Agency for International Development staffers through cuts or leave. Peoples reported from New York. Associated Press writers Byron Tau, Ellen Knickmeyer, Matthew Perrone and Tara Copp in Washington and Valerie Gonzalez in McAllen, Texas, contributed to this report. —Steve Peoples, Eric Tucker and Amanda Seitz, Associated Press View the full article

The real estate market is continuing to boom, and with it comes the need for home inspection business owners. The best home inspectors have a blend of characteristics. They must have an entrepreneurial spirit, technical skills, expansive knowledge of house systems and construction, and meticulous attention to detail. The home inspector is a key component of the real estate sales system. It plays a pivotal role in communications between real estate agents and in assisting buyers in making informed decisions about the purchase of a property and its price. Starting Your Own Home Inspection Business: Key Steps These are the key steps you should take in starting your own home inspection company. We’ll tell you everything you need to know, from crafting a business plan and handling startup costs to marketing and growing the business. What Do Home Inspectors Do? Home inspectors play a crucial role in the real estate process, offering services that provide potential buyers, sellers, and property owners with essential information about a property’s condition. Their tasks typically involve a detailed examination of various aspects of a property to ensure its safety, functionality, and overall condition. Here’s a more in-depth look at what home inspectors do: Assess Structural Integrity: Inspect the foundation, walls, floors, roof, and other structural components to identify signs of damage, deterioration, or potential failures that might affect the property’s safety and value. Evaluate Systems and Components: Examine the property’s essential systems, including electrical, plumbing, heating, ventilation, and air conditioning (HVAC) systems, to ensure they are installed correctly and functioning as intended. Inspect Exterior Elements: Check the exterior of the property, including siding, windows, doors, decks, balconies, and other attached or detached structures to identify any issues that could lead to problems or require maintenance. Review Interior Conditions: Evaluate the condition of interior elements such as ceilings, walls, floors, stairs, and installed fixtures to detect any signs of water damage, mold, pests, or other interior deficiencies. Examine Insulation and Ventilation: Inspect insulation quality and ventilation efficiency in attics, crawl spaces, and other areas to ensure proper temperature regulation and moisture control within the property. Create Detailed Inspection Reports: After conducting a thorough inspection, home inspectors must compile their findings into comprehensive reports. These reports should include: Descriptions of Deficiencies: Clearly describe any issues found during the inspection, specifying the location and nature of each problem. Photographic Evidence: Include photographs of noted deficiencies to provide a visual reference that supports the findings in the report. Recommendations for Repairs or Further Evaluation: Propose essential repairs or advise seeking further assessment from specialists, such as a structural engineer or a licensed electrician, for more intricate issues. Provide Maintenance Advice: Offer guidance on regular maintenance practices that can help prevent future issues and ensure the property remains in good condition. Home inspectors must navigate a fine balance between thoroughness and practicality, ensuring they provide valuable, actionable information without unnecessarily alarming clients. Their reports can significantly influence buying decisions, making their role critical in the real estate transaction process. Obtaining Certifications and Training Acquire relevant certifications and training from recognized organizations to ensure credibility and competence in the field of home inspection. For instance, the components of a home include electrical, plumbing, foundation, roof, heating/cooling systems and more. The standard for home inspector certification is with the ASHI Certified Inspector (ACI) program. The ASHI certification program establishes a minimum and uniform standard of practice for home inspectors practicing in the United States and Canada. Home Inspections performed according to ASHI Standards of Practice are intended to provide the client with objective information regarding the condition of the systems and components of the home as inspected at the time of the home inspection. You may also require business certifications to operate in your area. For example, you may incorporate a business or look into creating a business entity like an LLC. Then, research business licenses and permits specific to your state and community. Home Inspection Business Plan Develop a comprehensive business plan outlining your goals, target market, services offered, pricing strategy, and marketing approach to guide your business operations. You should also choose a business structure, which typically is the Limited Liability Corporation, or LLC. Home Inspection Business Startup Costs Starting a home inspection business involves various initial costs that are essential for setting up a professional, reliable service. So how much does it cost to start a business in this industry? These costs can vary widely depending on the region, the scale of the business, and the specific services offered. Here’s a breakdown of the potential startup costs you might encounter: Equipment: Quality inspection equipment is fundamental to providing thorough and accurate home inspections. Initial equipment costs may include: Inspection Tools: Tools such as moisture meters, infrared cameras, electrical testers, gas leak detectors, flashlights, and ladders are essential. Safety Gear: Protective clothing, respirators, gloves, and safety glasses to ensure safety while inspecting potentially hazardous areas. Software: Inspection reporting software to create professional reports for clients. Insurance: Carrying insurance is crucial for protecting your business and meeting regulatory requirements. Types of insurance to consider include: General Liability Insurance: Protects against claims for property damage or injury that occur as a result of your inspection services. Errors and Omissions (E&O) Insurance: Covers legal fees and damages if a client claims a missed or inaccurate inspection report led to financial loss. Marketing Materials: Effective marketing is essential for attracting clients and establishing your brand. Marketing expenses might include: Branding: Costs for logo design, business cards, and branded clothing. Website: Development and hosting costs for a professional website to showcase your services and contact information. Advertising: Online and traditional advertising costs, including social media, local newspapers, and real estate publications. Licensing Fees: Most regions require home inspectors to be licensed, which involves: Education and Training: Costs for courses and exams necessary to meet licensing requirements. License Application Fees: Fees associated with applying for and renewing your home inspection license. Vehicle Expenses: Reliable transportation is necessary to travel between inspection sites. Consider the cost of: Vehicle Purchase or Lease: If you don’t already have a suitable vehicle, you’ll need to acquire one that can transport your equipment and present a professional image. Maintenance and Fuel: Regular maintenance and fuel costs to ensure your vehicle remains reliable. Professional Memberships and Continuing Education: Becoming a member of a professional organization can boost your credibility and offer valuable networking opportunities. Potential costs may include: Membership Fees: Annual fees for memberships in professional home inspector associations. Continuing Education: Costs for ongoing education to maintain your license and stay updated on industry standards and practices. When planning your startup budget, it’s essential to account for these costs to ensure you have the financial resources needed to launch and sustain your home inspection business successfully. It’s also wise to set aside some contingency funds to cover unexpected expenses as you get your business off the ground. Cost CategoryDetails Equipment- Inspection tools: Moisture meters, infrared cameras, electrical testers, etc. - Safety gear: Protective clothing, respirators, gloves, safety glasses. - Software: Inspection reporting software. Insurance- General Liability Insurance: Coverage for property damage or injuries. - Errors and Omissions Insurance: Protection against claims of inaccurate inspections. Marketing Materials- Branding: Logo design, business cards, branded clothing. - Website: Development and hosting for a professional website. - Advertising: Costs for online and traditional advertising, including social media and local publications. Licensing Fees- Education and Training: Courses and exams for licensing requirements. - License Application Fees: Fees for applying for and renewing home inspection licenses. Vehicle Expenses- Vehicle Purchase or Lease: If needed, for reliable transportation. - Maintenance and Fuel: Regular vehicle upkeep and fuel costs. Professional Memberships and Continuing Education- Membership Fees: Annual fees for joining professional home inspector associations. - Continuing Education: Costs for courses to maintain licenses and stay updated on industry practices. Setting Up a Business Bank Account for Your Home Inspection Business Open a dedicated business bank account to effectively manage your finances and ensure a clear distinction between personal and business expenses. Your local financial institution or chamber of commerce can guide you through how to open a business bank account. Navigating Self-Employment Taxes Unless you are hired by a company to work as a home inspector, if you work for yourself you must pay self employment taxes. Familiarize yourself with the tax obligations and responsibilities associated with being self-employed, including income tax, self-employment tax, and potential deductions. How to Market a Home Inspection Business Marketing is an essential part of learning how to start a business in this industry. Develop a marketing strategy to promote your services, utilizing online platforms, networking, referrals, and targeted advertising to reach potential clients. Building Your Client Base for a Successful Home Inspection Business Building a client base is crucial for the success of a home inspection business. Establishing strong relationships with real estate agents, offering exceptional service to create word-of-mouth referrals, and leveraging online marketing strategies are key steps to attract and retain clients. Providing thorough, reliable inspections and clear, detailed reports can set the foundation for a positive reputation in the industry. To effectively build a client base, consider the following strategies: Network with Real Estate Professionals: Attend local real estate events and meetings. Offer to give presentations or workshops on home inspection topics. Deliver Exceptional Customer Service: Be punctual, professional, and thorough in every inspection. Follow up with clients to ensure their satisfaction and address any concerns. Leverage Online Marketing: Develop a professional website showcasing your services, qualifications, and customer testimonials. Utilize social media platforms to engage with potential clients and share useful content related to home maintenance and inspections. Offer Referral Incentives: Encourage satisfied customers to refer others by offering discounts or other incentives. Join Local Business Groups and Associations: Join local business associations and chambers of commerce to enhance your visibility within the community. Invest in Continuing Education: Stay updated with the latest inspection techniques and regulations to enhance your expertise and credibility. By implementing these strategies, you can steadily grow your client base, enhancing the longevity and success of your home inspection business. Home Inspection Business Cards Create professional business cards that include your contact information, services offered, and branding to leave a lasting impression on potential clients. Home Inspection Business Names Choose a memorable and descriptive name for your home inspection business that reflects your brand identity and resonates with your target market. Scaling and Growing Your Business Explore opportunities for expansion and growth, such as hiring additional inspectors, offering specialized services, or expanding into new geographic areas. Building Your Home Inspection Business Scaling a home inspection business involves expanding its capacity and reach to serve more clients and increase revenue. This expansion requires strategic planning, investment in resources, and the implementation of systems to ensure quality and efficiency as the business grows. Key steps include diversifying services, hiring additional inspectors, leveraging technology for efficiency, and enhancing marketing efforts to reach a wider audience. To successfully scale your home inspection business, consider these strategies: Hire Qualified Inspectors: Recruit and train additional inspectors to increase your business’s capacity to take on more inspections. Diversify Services: Expand your service offerings to include specialized inspections, such as radon, mold, or thermal imaging, to cater to a broader market. Implement Technology Solutions: Invest in advanced inspection software and tools to improve the efficiency and quality of your inspections. Use customer relationship management (CRM) software to manage client interactions and streamline operations. Enhance Marketing Efforts: Develop targeted marketing campaigns to reach new customer segments. Increase your online presence through SEO, content marketing, and social media engagement. Establish Partnerships: Form strategic partnerships with real estate agencies, lenders, and insurance companies to generate referrals and expand your network. Focus on Branding and Customer Experience: Strengthen your brand identity and ensure a consistent, high-quality customer experience across all touchpoints. Invest in Professional Development: Encourage continuous learning and professional development for yourself and your team to stay ahead of industry trends and standards. By carefully executing these strategies, you can effectively scale your home inspection business, leading to increased profitability and a more substantial market presence. Launching Your Home Inspection Business Officially launch your home inspection business by putting your marketing strategies into action, attracting clients, and providing top-notch inspections to build your reputation in the industry. https://youtube.com/watch?v=IXHhQiQZl2I%3Fsi%3DKpj1OTYmw6fg2jI4 FAQs: Home Inspection Business How much do home inspectors make? Is a home inspection business profitable? Yes. Inspector salaries vary depending on factors such as location, experience, and the number of inspections conducted. On average, home inspectors in the United States earn between $50,000 to $80,000 per year. What are the pros and cons of being a home inspector? Pros: Flexible schedule: Home inspectors often have the flexibility to set their own hours and work independently. High demand: With the real estate market constantly active, there is a consistent demand for home inspection services. Opportunities for growth: As you gain experience and build your reputation, there are opportunities to expand your business and increase your income. Cons: Physical demands: Home inspection work can be physically demanding, requiring crawling into tight spaces and climbing ladders. Liability: Home inspectors may face liability risks if they miss significant issues during inspections, leading to potential legal challenges. Inconsistent earnings: The income of a home inspection business can fluctuate significantly, particularly during downturns in the real estate market. AspectProsCons ScheduleFlexible schedule: Ability to set your own hours and work independently.- Market DemandHigh demand: Consistent need for home inspection services due to an active real estate market.Irregular income: Variable income, particularly during slow real estate periods. GrowthOpportunities for growth: Potential to expand business and increase income with experience and reputation.- Physical Work-Physical demands: Requires crawling into tight spaces and climbing ladders. Liability-Liability risks: Potential legal challenges if significant issues are missed during inspections. Why do some home inspection businesses fail? Many home inspection businesses fail due to a lack of marketing and networking. Failure to effectively market services and build a client base can result in a lack of business. Here are the other main reasons: Lack of proper training and qualifications: A deficiency in knowledge or certifications can result in inadequate inspections, ultimately harming the reputation of the home inspection business. Poor customer service: Failing to provide excellent customer service and address client concerns can lead to negative reviews and loss of business. Financial mismanagement: Poor management of finances, underestimating startup expenses, or neglecting to prepare for slow periods can result in financial challenges and ultimately lead to the failure of the home inspection business. What are the key factors in building a successful business in home inspection? A successful home inspection business is known for its exceptional service: Providing thorough and high-quality inspections, accompanied by excellent customer service, is crucial for building a positive reputation and securing repeat business. Here are other factors for success: Marketing and networking: Effective marketing strategies, including online presence, networking with real estate professionals, and word-of-mouth referrals, are essential for attracting clients. Continuous learning: Staying updated on industry trends, regulations, and best practices through ongoing education and training helps maintain credibility and competence. Strong business management: Proper financial management, including budgeting, pricing strategies, and maintaining professional standards, is essential for long-term success. Create these systems on your own, or consider a home inspection franchise that will provide these tools as you get started. Image: Envato Elements This article, "Ride the Boom: How to Start a Home Inspection Business" was first published on Small Business Trends View the full article

The real estate market is continuing to boom, and with it comes the need for home inspection business owners. The best home inspectors have a blend of characteristics. They must have an entrepreneurial spirit, technical skills, expansive knowledge of house systems and construction, and meticulous attention to detail. The home inspector is a key component of the real estate sales system. It plays a pivotal role in communications between real estate agents and in assisting buyers in making informed decisions about the purchase of a property and its price. Starting Your Own Home Inspection Business: Key Steps These are the key steps you should take in starting your own home inspection company. We’ll tell you everything you need to know, from crafting a business plan and handling startup costs to marketing and growing the business. What Do Home Inspectors Do? Home inspectors play a crucial role in the real estate process, offering services that provide potential buyers, sellers, and property owners with essential information about a property’s condition. Their tasks typically involve a detailed examination of various aspects of a property to ensure its safety, functionality, and overall condition. Here’s a more in-depth look at what home inspectors do: Assess Structural Integrity: Inspect the foundation, walls, floors, roof, and other structural components to identify signs of damage, deterioration, or potential failures that might affect the property’s safety and value. Evaluate Systems and Components: Examine the property’s essential systems, including electrical, plumbing, heating, ventilation, and air conditioning (HVAC) systems, to ensure they are installed correctly and functioning as intended. Inspect Exterior Elements: Check the exterior of the property, including siding, windows, doors, decks, balconies, and other attached or detached structures to identify any issues that could lead to problems or require maintenance. Review Interior Conditions: Evaluate the condition of interior elements such as ceilings, walls, floors, stairs, and installed fixtures to detect any signs of water damage, mold, pests, or other interior deficiencies. Examine Insulation and Ventilation: Inspect insulation quality and ventilation efficiency in attics, crawl spaces, and other areas to ensure proper temperature regulation and moisture control within the property. Create Detailed Inspection Reports: After conducting a thorough inspection, home inspectors must compile their findings into comprehensive reports. These reports should include: Descriptions of Deficiencies: Clearly describe any issues found during the inspection, specifying the location and nature of each problem. Photographic Evidence: Include photographs of noted deficiencies to provide a visual reference that supports the findings in the report. Recommendations for Repairs or Further Evaluation: Propose essential repairs or advise seeking further assessment from specialists, such as a structural engineer or a licensed electrician, for more intricate issues. Provide Maintenance Advice: Offer guidance on regular maintenance practices that can help prevent future issues and ensure the property remains in good condition. Home inspectors must navigate a fine balance between thoroughness and practicality, ensuring they provide valuable, actionable information without unnecessarily alarming clients. Their reports can significantly influence buying decisions, making their role critical in the real estate transaction process. Obtaining Certifications and Training Acquire relevant certifications and training from recognized organizations to ensure credibility and competence in the field of home inspection. For instance, the components of a home include electrical, plumbing, foundation, roof, heating/cooling systems and more. The standard for home inspector certification is with the ASHI Certified Inspector (ACI) program. The ASHI certification program establishes a minimum and uniform standard of practice for home inspectors practicing in the United States and Canada. Home Inspections performed according to ASHI Standards of Practice are intended to provide the client with objective information regarding the condition of the systems and components of the home as inspected at the time of the home inspection. You may also require business certifications to operate in your area. For example, you may incorporate a business or look into creating a business entity like an LLC. Then, research business licenses and permits specific to your state and community. Home Inspection Business Plan Develop a comprehensive business plan outlining your goals, target market, services offered, pricing strategy, and marketing approach to guide your business operations. You should also choose a business structure, which typically is the Limited Liability Corporation, or LLC. Home Inspection Business Startup Costs Starting a home inspection business involves various initial costs that are essential for setting up a professional, reliable service. So how much does it cost to start a business in this industry? These costs can vary widely depending on the region, the scale of the business, and the specific services offered. Here’s a breakdown of the potential startup costs you might encounter: Equipment: Quality inspection equipment is fundamental to providing thorough and accurate home inspections. Initial equipment costs may include: Inspection Tools: Tools such as moisture meters, infrared cameras, electrical testers, gas leak detectors, flashlights, and ladders are essential. Safety Gear: Protective clothing, respirators, gloves, and safety glasses to ensure safety while inspecting potentially hazardous areas. Software: Inspection reporting software to create professional reports for clients. Insurance: Carrying insurance is crucial for protecting your business and meeting regulatory requirements. Types of insurance to consider include: General Liability Insurance: Protects against claims for property damage or injury that occur as a result of your inspection services. Errors and Omissions (E&O) Insurance: Covers legal fees and damages if a client claims a missed or inaccurate inspection report led to financial loss. Marketing Materials: Effective marketing is essential for attracting clients and establishing your brand. Marketing expenses might include: Branding: Costs for logo design, business cards, and branded clothing. Website: Development and hosting costs for a professional website to showcase your services and contact information. Advertising: Online and traditional advertising costs, including social media, local newspapers, and real estate publications. Licensing Fees: Most regions require home inspectors to be licensed, which involves: Education and Training: Costs for courses and exams necessary to meet licensing requirements. License Application Fees: Fees associated with applying for and renewing your home inspection license. Vehicle Expenses: Reliable transportation is necessary to travel between inspection sites. Consider the cost of: Vehicle Purchase or Lease: If you don’t already have a suitable vehicle, you’ll need to acquire one that can transport your equipment and present a professional image. Maintenance and Fuel: Regular maintenance and fuel costs to ensure your vehicle remains reliable. Professional Memberships and Continuing Education: Becoming a member of a professional organization can boost your credibility and offer valuable networking opportunities. Potential costs may include: Membership Fees: Annual fees for memberships in professional home inspector associations. Continuing Education: Costs for ongoing education to maintain your license and stay updated on industry standards and practices. When planning your startup budget, it’s essential to account for these costs to ensure you have the financial resources needed to launch and sustain your home inspection business successfully. It’s also wise to set aside some contingency funds to cover unexpected expenses as you get your business off the ground. Cost CategoryDetails Equipment- Inspection tools: Moisture meters, infrared cameras, electrical testers, etc. - Safety gear: Protective clothing, respirators, gloves, safety glasses. - Software: Inspection reporting software. Insurance- General Liability Insurance: Coverage for property damage or injuries. - Errors and Omissions Insurance: Protection against claims of inaccurate inspections. Marketing Materials- Branding: Logo design, business cards, branded clothing. - Website: Development and hosting for a professional website. - Advertising: Costs for online and traditional advertising, including social media and local publications. Licensing Fees- Education and Training: Courses and exams for licensing requirements. - License Application Fees: Fees for applying for and renewing home inspection licenses. Vehicle Expenses- Vehicle Purchase or Lease: If needed, for reliable transportation. - Maintenance and Fuel: Regular vehicle upkeep and fuel costs. Professional Memberships and Continuing Education- Membership Fees: Annual fees for joining professional home inspector associations. - Continuing Education: Costs for courses to maintain licenses and stay updated on industry practices. Setting Up a Business Bank Account for Your Home Inspection Business Open a dedicated business bank account to effectively manage your finances and ensure a clear distinction between personal and business expenses. Your local financial institution or chamber of commerce can guide you through how to open a business bank account. Navigating Self-Employment Taxes Unless you are hired by a company to work as a home inspector, if you work for yourself you must pay self employment taxes. Familiarize yourself with the tax obligations and responsibilities associated with being self-employed, including income tax, self-employment tax, and potential deductions. How to Market a Home Inspection Business Marketing is an essential part of learning how to start a business in this industry. Develop a marketing strategy to promote your services, utilizing online platforms, networking, referrals, and targeted advertising to reach potential clients. Building Your Client Base for a Successful Home Inspection Business Building a client base is crucial for the success of a home inspection business. Establishing strong relationships with real estate agents, offering exceptional service to create word-of-mouth referrals, and leveraging online marketing strategies are key steps to attract and retain clients. Providing thorough, reliable inspections and clear, detailed reports can set the foundation for a positive reputation in the industry. To effectively build a client base, consider the following strategies: Network with Real Estate Professionals: Attend local real estate events and meetings. Offer to give presentations or workshops on home inspection topics. Deliver Exceptional Customer Service: Be punctual, professional, and thorough in every inspection. Follow up with clients to ensure their satisfaction and address any concerns. Leverage Online Marketing: Develop a professional website showcasing your services, qualifications, and customer testimonials. Utilize social media platforms to engage with potential clients and share useful content related to home maintenance and inspections. Offer Referral Incentives: Encourage satisfied customers to refer others by offering discounts or other incentives. Join Local Business Groups and Associations: Join local business associations and chambers of commerce to enhance your visibility within the community. Invest in Continuing Education: Stay updated with the latest inspection techniques and regulations to enhance your expertise and credibility. By implementing these strategies, you can steadily grow your client base, enhancing the longevity and success of your home inspection business. Home Inspection Business Cards Create professional business cards that include your contact information, services offered, and branding to leave a lasting impression on potential clients. Home Inspection Business Names Choose a memorable and descriptive name for your home inspection business that reflects your brand identity and resonates with your target market. Scaling and Growing Your Business Explore opportunities for expansion and growth, such as hiring additional inspectors, offering specialized services, or expanding into new geographic areas. Building Your Home Inspection Business Scaling a home inspection business involves expanding its capacity and reach to serve more clients and increase revenue. This expansion requires strategic planning, investment in resources, and the implementation of systems to ensure quality and efficiency as the business grows. Key steps include diversifying services, hiring additional inspectors, leveraging technology for efficiency, and enhancing marketing efforts to reach a wider audience. To successfully scale your home inspection business, consider these strategies: Hire Qualified Inspectors: Recruit and train additional inspectors to increase your business’s capacity to take on more inspections. Diversify Services: Expand your service offerings to include specialized inspections, such as radon, mold, or thermal imaging, to cater to a broader market. Implement Technology Solutions: Invest in advanced inspection software and tools to improve the efficiency and quality of your inspections. Use customer relationship management (CRM) software to manage client interactions and streamline operations. Enhance Marketing Efforts: Develop targeted marketing campaigns to reach new customer segments. Increase your online presence through SEO, content marketing, and social media engagement. Establish Partnerships: Form strategic partnerships with real estate agencies, lenders, and insurance companies to generate referrals and expand your network. Focus on Branding and Customer Experience: Strengthen your brand identity and ensure a consistent, high-quality customer experience across all touchpoints. Invest in Professional Development: Encourage continuous learning and professional development for yourself and your team to stay ahead of industry trends and standards. By carefully executing these strategies, you can effectively scale your home inspection business, leading to increased profitability and a more substantial market presence. Launching Your Home Inspection Business Officially launch your home inspection business by putting your marketing strategies into action, attracting clients, and providing top-notch inspections to build your reputation in the industry. https://youtube.com/watch?v=IXHhQiQZl2I%3Fsi%3DKpj1OTYmw6fg2jI4 FAQs: Home Inspection Business How much do home inspectors make? Is a home inspection business profitable? Yes. Inspector salaries vary depending on factors such as location, experience, and the number of inspections conducted. On average, home inspectors in the United States earn between $50,000 to $80,000 per year. What are the pros and cons of being a home inspector? Pros: Flexible schedule: Home inspectors often have the flexibility to set their own hours and work independently. High demand: With the real estate market constantly active, there is a consistent demand for home inspection services. Opportunities for growth: As you gain experience and build your reputation, there are opportunities to expand your business and increase your income. Cons: Physical demands: Home inspection work can be physically demanding, requiring crawling into tight spaces and climbing ladders. Liability: Home inspectors may face liability risks if they miss significant issues during inspections, leading to potential legal challenges. Inconsistent earnings: The income of a home inspection business can fluctuate significantly, particularly during downturns in the real estate market. AspectProsCons ScheduleFlexible schedule: Ability to set your own hours and work independently.- Market DemandHigh demand: Consistent need for home inspection services due to an active real estate market.Irregular income: Variable income, particularly during slow real estate periods. GrowthOpportunities for growth: Potential to expand business and increase income with experience and reputation.- Physical Work-Physical demands: Requires crawling into tight spaces and climbing ladders. Liability-Liability risks: Potential legal challenges if significant issues are missed during inspections. Why do some home inspection businesses fail? Many home inspection businesses fail due to a lack of marketing and networking. Failure to effectively market services and build a client base can result in a lack of business. Here are the other main reasons: Lack of proper training and qualifications: A deficiency in knowledge or certifications can result in inadequate inspections, ultimately harming the reputation of the home inspection business. Poor customer service: Failing to provide excellent customer service and address client concerns can lead to negative reviews and loss of business. Financial mismanagement: Poor management of finances, underestimating startup expenses, or neglecting to prepare for slow periods can result in financial challenges and ultimately lead to the failure of the home inspection business. What are the key factors in building a successful business in home inspection? A successful home inspection business is known for its exceptional service: Providing thorough and high-quality inspections, accompanied by excellent customer service, is crucial for building a positive reputation and securing repeat business. Here are other factors for success: Marketing and networking: Effective marketing strategies, including online presence, networking with real estate professionals, and word-of-mouth referrals, are essential for attracting clients. Continuous learning: Staying updated on industry trends, regulations, and best practices through ongoing education and training helps maintain credibility and competence. Strong business management: Proper financial management, including budgeting, pricing strategies, and maintaining professional standards, is essential for long-term success. Create these systems on your own, or consider a home inspection franchise that will provide these tools as you get started. Image: Envato Elements This article, "Ride the Boom: How to Start a Home Inspection Business" was first published on Small Business Trends View the full article

PPC marketing has the power to drive massive traffic and conversions – but one wrong move can drain your budget fast. Many marketers unknowingly make costly mistakes due to hidden platform settings, human error, or poor strategic decisions. Whether it’s setting an unrealistic budget, neglecting creative, misusing AI, or avoiding experimentation, these missteps can lead to wasted ad spend and underwhelming results. The good news? Every PPC mistake has a fix. This article breaks down the four most common PPC mistakes, why they happen, and how to correct them – so you can optimize your campaigns and maximize ROI. Mistake 1: Setting an unrealistic budget Setting a budget that simply can’t deliver results is a huge mistake. Whether it’s due to misjudging the number of targets, misunderstanding auction prices, or failing to align spend with market conditions, an inadequate budget dooms campaigns before they start. Your budget needs to support at least 10 clicks per day to succeed. A 10% conversion rate is considered excellent for non-branded campaigns. The math isn’t in your favor if you’re not budgeting for at least one lead per day. Here’s what you need to consider when setting your budget: Know the auction prices of your targets Whether they are keywords, audiences, placements, or topics, they’re all going to have different CPCs or CPMs. Mixing too many auction prices in the same campaign will cause the campaign to struggle to support them all. Factor in market conditions Location, device type, time of day, and other competitive elements impact conversion rates and cost. Set realistic shifts for ad delivery If your budget is tight, consider running ads only during the highest-performing hours. You can identify these by segmenting your schedule into six-hour windows. This helps you identify when impressions and clicks happen most often and lets you optimize spend based on historical performance. Make sure your bids align with your budget If your daily budget is $50 but your average cost per click (CPC) is $75 to $100, you won’t get results. Many platforms prevent you from setting bids that exceed 50% of your daily budget to avoid this mistake. It’s important to factor in how much you will trust your conversions and the anticipated volume of your conversions. The biggest reason ad platforms can misallocate your budget is getting false positives/negatives on what’s driving success in your account. Dig deeper: PPC diagnostics: How to find and fix the root cause of low conversions Mistake 2: Not investing enough time in creative Even the best budget strategy won’t save a campaign if your ads fail to capture attention. That’s where creative comes in. PPC platforms are packed with technical features. But creative is what makes or breaks your campaigns. Your ad creative stops users mid-scroll, gets them interested, and compels them to take action. Many marketers make two major mistakes with creative: They create compelling ads at launch but don’t iterate over time: This means their ads become stale as market trends shift or their customers experience ad fatigue. They lean too heavily on AI-generated creative without human oversight: AI-generated content often lacks nuance and engagement, making it “safer” but not as aligned with brand tone. To fix this, you need to: Understand your audience personas Different customers respond to different messaging: generic creative appeals to no one. Make sure that you’re using audience exclusions to protect segmented ad creative. Regularly test and refresh your creative Most ad platforms offer built-in A/B testing. Use it to find winning combinations and prevent creative fatigue. Optimize ad extensions Don’t just focus on the main ad: ensure assets such as sitelinks, callouts, and images align with your message. Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. Mistake 3: Misusing AI in PPC campaigns AI is everywhere in digital marketing, but using it incorrectly can hurt your results. Marketers often fall into one of two extremes: Over-relying on AI: Letting automation make all the decisions without human oversight. This includes auto-applying recommendations, enabling audience expansion, and running Performance Max with no exclusions. Not using AI enough: Ignoring AI-driven bidding strategies, audience signals, and optimization tools. This is common in accounts with overly segmented campaigns using manual bidding. While these tactics can work, they often require significant time and effort, making their efficiency questionable. The key is balance. For low-data accounts, AI struggles to make informed decisions. If your budget or audience size is small, you need more manual oversight. For high-data accounts, AI can analyze trends and optimize bidding better than humans alone. Large campaigns should take full advantage of machine learning to maximize results. Failing to adjust your strategy as your campaign grows is a major issue. AI can be a game-changer, but only when paired with human insights and strategic oversight. Dig deeper: How does AI work in PPC? Mistake 4: Being afraid to fail One of the most damaging PPC mistakes isn’t about mechanics: it’s about mindset. Marketers often hesitate to test new strategies, fearing wasted spend. But in digital advertising, testing and iteration are essential. Even AI operates with the expectation of failure to refine results over time. Humans, however, often put unrealistic pressure on themselves to be right 100% of the time. Here’s why embracing experimentation matters: Risk-averse strategies limit growth: If you never test new features, ad formats, or targeting methods, you miss out on potential wins. Platform diversity matters: Your PPC strategy shouldn’t rely solely on Google Ads. Microsoft, Amazon, and paid social platforms all offer unique opportunities. Budgeting for testing is key: Set aside a portion of your budget specifically for experimentation so you can take calculated risks. Dig deeper: How to develop PPC testing strategies Maximize your PPC ROI by avoiding these common pitfalls PPC success isn’t just about knowing what to do; it’s about knowing what not to do. By avoiding these common mistakes, you can run more efficient campaigns, spend smarter, and maximize results. Whether you need to refine your budget strategy, improve your creative, or strike the right balance with AI, taking the time to audit your PPC approach will pay off in better performance and higher ROI. View the full article

If you want to become a faster runner, you’ll probably end up doing a lot of speedwork on a track. Or if you live in a hilly place, you might wish you had a nice flat track to run on. But how do you find one that’s open to the public? Turns out it’s easier than you might think. Many public high school tracks are available for the community to use. Call local schoolsWord of mouth is your best option for finding the best local tracks; guaranteed there are tons of people in your community who know which schools have an open track. You can ask runners, ask parents (they'll know the schools pretty well), or cut out the middleman and call the school. I run on a local school track, and the way I found it was pretty straightforward. I phoned up the nearest high school, and asked whether they had a track that was open to the public. They said yes, so long as I come outside school hours; but they also suggested a different school in the same district whose track has fewer evening events scheduled. That’s the track I now run on most often. I've found that schools don't always put their track policy (or locations!) online, so an old-fashioned phone call really is the quickest way to this information. You can also visit the school in person—after hours, please—and look for signs that say when and whether the track is open to the public. Be aware that there may be track meets, football games, or other activities that use the school facilities even after hours. Usually it's OK to run on the track while a team is practicing on the infield, but if you're not sure, find the coach and ask. (I've only been asked to leave a track once, and the coach was very polite about it, giving me 10 minutes' warning before the team started practicing so I could wrap up that part of my workout.) You can also look up the school's or district's sports schedule, and check before you leave home whether there's an event scheduled for the track that day. Use a track directoryAnother great resource for finding tracks is Run Track Run, which lists tracks and running routes across the U.S. Some of the tracks have information listed, such as the type of surface, whether it’s open to the public, and whether it’s free to use. Local running clubs may also keep their own lists of favorite tracks, trails, and other run-friendly locations. Check maps I opened Google Maps on a random state, searched "high school," and zoomed in on each to see if they had a track. Found this in less than a minute. Credit: Google maps Oval running tracks are easy to spot on maps. I found another track near me just by looking for oval shapes on the Strava global heatmap (it highlights popular running routes). The satellite view on Google Maps is another great way to look for nearby tracks, as I did above. Most regulation-size outdoor running tracks surround a football or soccer field, and they’ll usually be at a school or sometimes a park or community center. They will be an oblong shape, curved around the ends, often with a red rubber surface and white lane lines visible when you zoom in. You may also find non-standard tracks around athletic fields or in parks; they are usually gravel surfaced and may not be a quarter mile exactly; I can think of one that is 0.2 miles, and a few I've seen that are half a mile. While I was traveling, I used maps to find this 1.125-mile running path in a Delaware park that used to be a horse racing track. What are the rules of running on a track?Once you get to the track, you may be a bit confused with all the lines, the people running around, and the presence of written and unwritten rules. There really aren't many points of etiquette to worry about, though. We have a full track etiquette guide here, but here are the main things you need to know: Read the rulesFirst, check for any posted rules or hours. School tracks are often closed to the public during school hours, but that still means evenings, weekends, and holiday breaks are fair game. Don’t expect that every school’s track will always be open, though. Private schools might not open theirs to the public, and public schools may still set a schedule or close the track for events. If the track is part of a park, gym, or community center, check their website or call to confirm who can use the track and when. Stay in your laneOnce you’re there, the most important rule is to stay in your lane (if there are marked lanes). Think of them like lanes on a highway: You can pass somebody if you give them enough room, and you should always look behind you before you change lanes. Don’t block a lane by stopping in the middle; find a spot off the track if you want to sit down to stretch. The faster people will run in the innermost lane, and you can use this lane, too, if you're doing fast sprints. But when you’re walking or warming up, you should stay in the outer lanes. Go the correct directionOn a track, usually everyone runs counter-clockwise (turning left). That's standard for competition, anyway. Some tracks, especially indoor ones, will have a sign posted that on Tuesdays and Thursdays (or whatever), everybody goes the opposite direction for variety. Do what everybody else is doing. If for some reason you feel you must run a different direction than others, make sure to stay to the outside, out of everyone's way. How do you do running workouts on a track?The track is there for anything you’d like to do, so there isn’t a specific procedure. But as a general rule, you’ll break down the work you’d like to do into small, measurable pieces. One lap of a regulation track (measured in the innermost lane) is 400 meters, almost exactly a quarter of a mile. It is totally fine to jog continuously the whole time you’re at the track, but more often people will use the track for interval work. You run fast for a short distance, then either walk to recover or stand around while you catch your breath. Then do another fast interval, and repeat the process until you’re ready to go home. Here’s a beginner-friendly workout you can do your first time on a track: Warm up with four laps around the track (1 mile). This can be a brisk walk, a slow, easy jog, or a mix of the two. You want to finish this step feeling warmed up and ready to work—not exhausted. Walk the curved part of the track (this is about 100 meters). Run the straight part of the track (this is also about 100 meters). Don’t go all-out, just keep up a strong, fast pace. Repeat steps 2 and 3 as many times as desired. One mile’s worth (four laps) will give you eight 100-meter runs, which is a good workout for your first day. You can do more later. Jog at least a lap or two to cool down, more if you like. Runners would call the above workout “8 x 100” since you are doing eight 100-meter runs. (The walking in between is considered the recovery.) Here are common distances for intervals: 100 m (the straightaway of the track) 200 m (the curve plus one straightaway, or half the track) 400 m (one lap) 800 m (two laps) In between the running portions of your workout, you can rest or walk for about the same amount of time it took you to run. For example, if you run a lap (400 meters) in about two minutes, you’d rest another two minutes before going again. View the full article

Finding the money for travel is one of the biggest challenges people face when it comes to taking a trip. It can take years to save up for that dream trip! And, when people finally save up enough and hit the road, what do most of them end up doing? They throw money away on avoidable bank fees!! Banking overseas is more than just putting your card in an ATM and taking out money. When you travel on a budget, it involves knowing how to avoid bank fees, exchange rate penalties, and making your money work for you. I know too many people who travel abroad and end up paying obscene bank fees when they travel. And, these days, there’s absolutely no need to do that. You didn’t save up all this money in order to give it to the banks, right? I know I didn’t. I want to keep it all for myself because every avoided fee is more money for food, drinks, and activities on the road! Here is how you eliminate ALL bank fees when you travel in 5 easy steps: 1. Eliminate ATM Fees ATM fees can really add up — especially if you’re traveling for weeks or months at a time. Let’s think about it: while you’re on the road, you might withdraw money from an ATM twice a week. If you withdraw money from an international ATM with your regular debit card, you’ll be hit with three different fees: Your bank’s fee for using an ATM outside of their network (usually $2.50–5 USD) The ATM’s fee (usually $3–5 USD) An international conversion fee (usually 1–3% of the transaction) As you can see, these fees very quickly add up. Fees vary around the world, but let’s say that you end up paying around $7 USD per withdrawal. That is $14 per week, $56 per month, or $672 per year! Do you know how many days you could spend in Southeast Asia for that amount? Almost three weeks! Even if you only use the ATM once a week, that’s still $364 USD per year. And most travelers I know go to the ATM even more than twice a week, which only increases the amount in fees they pay. Why give banks money you need for travel? You worked hard saving your money — don’t waste it by giving it to a bank. To help you avoid fees, here are four things you’ll want to do on your next trip to eliminate those pesky fees: First, you could join a bank that is part of the Global ATM alliance, the principal international banking network. The banks listed below have agreements with one another wherein if you belong to one bank, you can use the ATMs of all the other banks without being charged an ATM fee: Bank of America Barclay’s BNP Paribas Deutsche Bank Scotiabank Westpac Note: Bank of America charges a 3% transaction fee on all non-USD currency withdrawals, even for banks within the alliance. (Tip: Often, if you call Bank of America, they will refund most or all of this transaction fee.) Beyond these banks, individual alliance members have additional partnerships. For example, Bank of America also waives ATM fees with TEB in Turkey, UkrSibbank in Ukraine, and China Construction Bank in China. And Westpac has an agreement with CIMB, a bank in Indonesia and Malaysia. It’s important to note that some country subsidiaries of the above banks might not be included in the ATM Alliance. For example, if you have Bank of America, the BNP Paribas waiver only works for its France operation (not anything else) while Westpac only works in Australia and New Zealand but not Fiji. But, in my opinion, the best U.S. bank is Charles Schwab. While Charles Schwab doesn’t have deals with any banks overseas like those mentioned above, they don’t charge any ATM fees and will reimburse any ATM fees from other institutions at the end of each month. You will need to open an individual checking account to qualify, but there is no minimum deposit required and no monthly service fee. You’ll never pay a fee with Charles Schwab, and their ATM card can be used in any bank machine around the world. If there isn’t a branch near you, you can open an account online by going to their website. To me, this is the current BEST ATM card to have. I never, ever think about fees because of it. Here are some suggested ATM cards for non-US travelers: Canada: Scotia and Tangerine are both part of the Global ATM Alliance. Australia: ING, Citibank, or HSBC have no fee cards. UK: Starling lets you avoid ATM fees abroad. Monzo has fee-free international transactions for your first 200 GBP withdrawn every 30 days. 2. Avoid Credit Card Fees The next major fee we need to get rid of is the credit card foreign transaction fee. Many credit cards charge a 3% fee on purchases made overseas. That can add up since most of us use our credit card for everything. It’s become a lot more common for credit cards to have “no foreign transaction fees” so it’s unlikely you’ll have a card that does but be sure to ask. My favorite no overseas transaction fee cards are the Chase Sapphire Preferred, Capital One, and Citi Premier, but there are tons and tons of options and you should pick the card that not only doesn’t have a fee but is good for earning points too. For more suggestions on credit cards, including best current offers, you can find all my favorite travel cards here. For non-US citizens, check the following websites that list cards that might not charge any overseas fees: Australian Frequent Flyer (Australia) Credit Cards UK (UK) Prince of Travel (Canada) Credit Cards Compare (New Zealand) 3. Minimize the Exchange Rate “Penalty” Every time you use your card overseas, your local bank converts the transaction into your local currency for billing purposes and takes a little off the top for doing so. Thus, the official rate you see online is not what you actually get. That’s the interbank rate and, unless you become a major bank, you’re not going to get that rate. All we can do is get as close to that rate as possible. To do so, you need to: Use a credit card -Credit card companies get the best rates. Using a credit card will get you an exchange rate closest to the official interbank currency rate so avoid an ATM or cash if you can. Use an ATM – ATMs offer the best exchange rate after credit cards. They aren’t as good as credit cards since commercial banks take a little more off the top, but it’s much better than exchanging cash. Money exchange offices offer the worst rates because they are so far down the food chain, they can’t get the best exchange rate (plus, they usually charge a commission as well). Don’t use ATMs in weird locations – Using those ATMs you find in hotels, hostels, local 7-11s, or some other random place is a bad idea. They’re convenient, but you’ll pay for that convenience. They always charge high ATM fees and offer horrible conversion rates. Skip those ATMs and find a major bank. 4. Don’t Change Money at Airports Most exchange bureaus in airports are so far down the financial food chain they don’t have the clout to offer good exchange rates. The rates you see at airports are the worst — never, ever use an exchange bureau there unless you absolutely have to. Another tip: avoid using the company Travelex at all costs. They have the worst rates and fees. Never, never use them. Avoid their ATMs too! 5. Always Pick the Local Currency When you use your credit card abroad, you will often be given the option to be charged in your home currency (i.e., instead of being charged in euros, they will charge you in US dollars). Never say yes. The rate at which they are converting the currency is always worse than the rate your bank will give you. Pick the local currency and let your credit card company make the conversion. You’ll get a better rate and save some money in the process. 6. Don’t Get Currency at Home (and Skip Foreign Currency Cards!) While buying currency at home might seem like a good idea, you’ll end up getting a worse exchange rate. Unless you are 100% sure you’ll need cash right on arrival, avoid exchanging money in your home country. Airports all have ATMs where you can withdraw money if you desperately need it. (However, I suggest you wait until you get to your destination and withdraw money downtown/from an ATM away from the airport. You’ll get a much better rate and pay a much lower fee. Use your credit card on arrival and then get cash later.) Additionally, avoid any “foreign currency cards” where you can pre-load money and lock in the exchange rate. Seems like a good idea, right? Wrong! You are basically trying to predict the exchange rate and betting you can beat the market. You’re saying this rate is not going to get worse, but what if it gets better? You don’t know! (And, if you do know, you should be placing bets in the market.) Moreover, these cards come with a lot of fees that don’t make them worth it. Just avoid them. Bonus: Make Your Money Work For You Saved a bunch of money for your trip? Have it earn extra money! Interest rates are around 4% right now so you can have your money earn something while you’re away. It’s not like you withdraw it all at once, right? I keep my money in a high-yield savings account rather than in a big bank! Here is a list of some of the current highest yields you can get: ***Bank fees can add up to some serious money over the course of a long trip. If you want to save money, you need to be proactive when it comes to banking and currency exchanges. A little planning can go a long way and save you a ton of money over the weeks, months, and years of your travels. Be smart and bank smart. I haven’t paid a bank fee while traveling the world in over fifteen years and you shouldn’t either. And, with these simple tips, you’ll never have to again. How to Travel the World on $75 a DayMy New York Times best-selling book to travel will teach you how to master the art of travel so that you’ll get off save money, always find deals, and have a deeper travel experience. It’s your A to Z planning guide that the BBC called the “bible for budget travelers.” Click here to learn more and start reading it today! Book Your Trip: Logistical Tips and Tricks Book Your Flight Find a cheap flight by using Skyscanner. It’s my favorite search engine because it searches websites and airlines around the globe so you always know no stone is being left unturned. Book Your Accommodation You can book your hostel with Hostelworld. If you want to stay somewhere other than a hostel, use Booking.com as it consistently returns the cheapest rates for guesthouses and hotels. Don’t Forget Travel Insurance Travel insurance will protect you against illness, injury, theft, and cancellations. It’s comprehensive protection in case anything goes wrong. I never go on a trip without it as I’ve had to use it many times in the past. My favorite companies that offer the best service and value are: SafetyWing (best for budget travelers) World Nomads (best for mid-range travelers) InsureMyTrip (for those 70 and over) Medjet (for additional evacuation coverage) Want to Travel for Free? Travel credit cards allow you to earn points that can be redeemed for free flights and accommodation — all without any extra spending. Check out my guide to picking the right card and my current favorites to get started and see the latest best deals. Need a Rental Car? Discover Cars is a budget-friendly international car rental website. No matter where you’re headed, they’ll be able to find the best — and cheapest — rental for your trip! Need Help Finding Activities for Your Trip? Get Your Guide is a huge online marketplace where you can find cool walking tours, fun excursions, skip-the-line tickets, private guides, and more. Ready to Book Your Trip? Check out my resource page for the best companies to use when you travel. I list all the ones I use when I travel. They are the best in class and you can’t go wrong using them on your trip. The post How to Avoid Paying Bank Fees While Traveling appeared first on Nomadic Matt's Travel Site. View the full article

Fabric and craft retailer Joann Inc. is officially shutting down all of its stores following a turbulent bankruptcy process. The company filed for Chapter 11 bankruptcy protection in January for the second time in less than a year, initially saying it would keep its stores open while restructuring its debt. However, just weeks after the filing, Joann reversed course and announced it would close 500 of its roughly 800 locations, as Fast Company reported. The closure of those stores was just the beginning. As part of the ongoing bankruptcy proceedings, Joann held an auction on February 21 to sell off its assets. A limited liability company called GA Joann Retail Partnership, which is a subsidiary of “asset disposition” company GA Group, emerged as the winning bidder, and will now oversee the complete liquidation of Joann’s remaining operations. The move is still subject to court approval. What happens next for Joann? A final sale hearing has been scheduled for February 26 in the United States Bankruptcy Court for the District of Delaware. This hearing will formally approve the asset sale, paving the way for the complete wind-down of Joann’s operations across the country. Despite the imminent closures, Joann has assured customers that it will offer substantial discounts during its going-out-of-business sales. These sales will begin immediately at all locations, allowing customers to purchase the remaining inventory at discounted prices. Joann’s website and mobile app will also remain operational, enabling online shoppers to make their final purchases before the company ceases all operations entirely. The end of an era for the crafting community The collapse of the national retail chain marks an end to what was once a dominant force in the fabric and crafting world. Joann had been a go-to retailer for crafters, quilters, and sewing enthusiasts for decades. Its decline underscores the ongoing struggles faced by traditional brick-and-mortar retailers amid rising competition from online stores and shifting consumer habits. Joann’s closing is expected to have lasting effects on crafters, as the retailer’s stores were not only places to shop but also hubs for classes, events, and a sense of community. View the full article

Middle Eastern company has made a fresh approach after walking away from offer last yearView the full article