Display
Lindsay Tarnowski
The Case for Responsive Display Ads

As marketers, we like to think we know what’s best for our clients and the campaigns we set up for them (job security, right?), but sometimes, leaning on the algorithm is the best road to take.

The Case for Responsive Display Ads
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Is AI Going to Kill SEO? The Truth for 2025 and Beyond

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With the explosive growth of generative AI, many marketers are wondering: Is AI going to kill SEO? It’s a valid question. Tools like ChatGPT, Perplexity, and Gemini are reshaping how people search and find information online. But rather than declaring SEO dead, it’s time to understand how it’s evolving, and how to adapt your strategy to stay ahead.

The Shift from Search Engines to Answer Engines

Traditional search engines like Google were built to organize the world’s information and deliver links to websites. But today’s AI-first platforms are focused on delivering answers, not just results. That’s a fundamental change in how people engage with content.

Instead of clicking on blue links, users are increasingly interacting with AI tools that summarize, synthesize, and cite. The days of optimizing solely for 10 blue links on a SERP are gone. In their place, we’re entering the era of conversational search and synthesized results.

Will AI Replace Search Altogether?

Not quite. According to Google' s John Mueller:

“Google's John Mueller said AI is not replacing search, but he also acknowledged that AI is changing many things and will require adjustments” (1)

AI is becoming the interface for search, not a full replacement. While AI models can generate answers, they still rely on up-to-date, high-quality content from the open web. That means your content still matters—maybe more than ever.

However, the metrics are shifting. Click-through-rates from traditional SERPs may decline as users get their answers directly from AI. But that doesn’t mean SEO is obsolete. It means the way we measure SEO success is changing. Visibility, citations, and brand presence within AI-generated results are the new frontier.

What’s Really “Killing” SEO

If anything is hurting SEO, it’s not AI, it’s outdated strategies. Keyword stuffing, low-quality content, and deprecated technical optimizations are no longer effective. AI rewards clarity, depth, and usefulness.

Consider an example from Mr Jonathan Jones at the recent Google Search Central Live NYC 2025 of outdated SEO strategies being put to rest:

  • “Google doesn't have a notion of "toxic back links" internally.

  • It's not something you need to use the disavow tool for.

  • For the most part "we try to ignore those links".

  • "Only use the disavow tool when you get a manual links penalty IF you are buying links. It's not something” (2)

Pruning deprecated SEO strategies frees up your in-house or SEO agencies’ team to focus on the ranking factors that really matter. Modern SEO must align with how people actually search and how AI interprets that intent.

That means creating content that goes beyond keywords and delivers real value. Your content should help AI tools understand your expertise and pull you into their answers.

How to Future-Proof Your SEO Strategy

Here’s what to focus on moving forward:

BUILD TOPICAL AUTHORITY

AI tools are more likely to cite sites that demonstrate subject matter expertise. Create content clusters around your key topics. Link them together. Build trust with both users and machines.

OPTIMIZE AI VISIBILITY

Treat AI tools like new search engines. Just as you optimize for Google’s crawler, think about how AI models evaluate and cite sources. Structured content, clean markup, and well-labeled sections improve your chances of being referenced.

PUBLISH FRESH, FACTUAL CONTENT

Long Language Models (LLMs) still struggle with real-time accuracy. Regularly updated, trustworthy content gives you a competitive edge. If you’re a source of truth in your space, AI engines will turn to you.

DOUBLE DOWN ON BRANDED SEARCH

As AI condenses the search journey, brand recognition becomes even more important. People may skip browsing and go straight to the source they trust. You want to be that source.

INVEST IN ORIGINALITY

AI-generated content is everywhere—but so is AI detection. Original insights, first-party data, interviews, and unique POVs set you apart from the generic noise.

SEO Isn’t Dying. It’s Evolving

SEO has never been static. From keyword matching to mobile-first indexing, to Experience, Expertise, Authoritativeness, and Trustworthiness (or E-E-A-T ) and now AI-powered results, it’s always been about adapting. The brands that win in this new landscape will be the ones who understand that search is becoming semantic, conversational, and contextual.

AI won’t kill SEO (at least not quite yet), but it will kill lazy SEO.

The opportunity today is to build better content, improved strategies, and a future-proof presence across both traditional search and AI-powered platforms.

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Performance Max Unlocked: Channel Reporting Finally Arrives!

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Just when we thought Google couldn't possibly roll out any more "game-changing" updates this year (we're looking at you, Google Merchant Center Next), they've dropped another bombshell – and this time, it's one advertisers have actually been begging for! Google has finally announced channel-level reporting for Performance Max campaigns, along with some other reporting goodies that'll make your PMax data much more transparent without having to write additional scripts and Frankenstein reporting. Let's dive into what's changing and how these updates can supercharge your campaign strategy!

Channel Performance Reporting: The Black Box Opens Up!

What a relief! After years of advertisers feeling like they were shooting in the dark with Performance Max campaigns, Google is introducing new channel-level reporting – a top-requested feature that helps you understand how your Performance Max campaign is delivering results across Google's full range of channels and inventory (Google).

The new "Channel performance" page will show you:

  • A campaign-level performance summary with visual data breakdowns

  • Detailed insights into which channels are engaging your customers

  • Format-level breakdowns across channels (especially for video and product feeds)

  • A downloadable channel distribution table with clicks, conversions, cost, and more

This is massive for all of us who've been frustrated by PMax's lack of transparency! Now we can actually see where our budget is going and which channels are driving real results. Imagine being able to discover that YouTube is crushing it for your client, then doubling down on video assets to capitalize on that success. Game. Changer.

Search Terms Reporting: Keywords Return!

If you've missed the granular search data from standard Search campaigns, you'll love this update. Full search terms reporting is rolling out now, which means you'll get the same granularity of Search reporting you do for Search and Standard Shopping campaigns, right in Performance Max (Google).

This creates some fantastic optimization opportunities:

  • Create new text assets targeting your highest-performing search terms

  • Apply campaign-level negative keywords for irrelevant searches

  • Use brand exclusions when needed (just watch your performance!)

From there, navigate to the “Custom” tab at the top of the pop-up window, and click “Create custom metric”. Easy enough, right?

Now that we know what custom metrics are and where to find them, let’s talk about some custom metrics you can build on your own and utilize in your reporting.

Asset Reporting Gets Richer

The asset-level reporting is also getting a serious upgrade. Google is adding impressions, clicks and cost metrics, so you can see a wider range of performance data for your assets (Google).

Even better? This expanded reporting is coming to Search and Display campaigns too, not just Performance Max!

With these new metrics, you'll be able to understand which asset types and themes are most effective, helping you prioritize what creative to build next. Better data means better Ad Strength scores, which means better overall campaign performance!

Diagnostics: Troubleshooting Made Simple

Another exciting feature is the new diagnostics tool that surfaces potential issues on specific channels so you know where to prioritize your efforts (Google).

For instance, you might discover that you're:

  • Not showing on Maps because you're missing store locations

  • Limited on Search because your landing pages need optimization

  • Underperforming on YouTube due to insufficient video assets

These insights make troubleshooting so much easier and give you clear direction on how to improve your campaigns.

Why This Matters (And How To Use It)

Google's Performance Max platform has grown, but many marketers have been skeptical about the "black box" approach. These transparency upgrades address those concerns while still maintaining the AI-powered benefits of PMax.

While these new reports give you much more visibility, remember that Performance Max focuses on your main conversion goals, constantly looking across all channels to find the most valuable conversions that maximize your total campaign return in real time (Google). Don't get too caught up in optimizing individual channels if your overall campaign is crushing it!

The open beta for channel performance reporting will start in just a few weeks, with more details coming at Google Marketing Live on May 21. Stay tuned for the rollout, and as always, if you have questions about implementing these new features, reach out to your Revel team – we're already gearing up to make the most of these powerful new insights!

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Revel Interactive Ranks on Denver Business Journal’s 2025 Best Places to Work

We’re proud to announce that Revel Interactive has been recognized on the Denver Business Journal’s 2025 Best Places to Work list. This honor celebrates our continued commitment to fostering a workplace where employees feel supported, empowered, and valued.

A Recognition Rooted in Employee Feedback

The Best Places to Work Awards are determined based on confidential employee surveys conducted by Quantum Workplace. These surveys evaluate key areas such as:

  • Team dynamics

  • Leadership transparency

  • Communication practices

  • Workplace culture

  • Overall employee satisfaction

Only companies that receive the highest scores across these categories earn a spot on the list.

Our Commitment to Culture

At Revel Interactive, we believe culture is more than a buzzword, it’s the foundation for sustainable growth and long-term success. We’ve built a team that thrives on collaboration, integrity, and a shared commitment to excellence. From our onboarding experience to professional development opportunities and internal communication practices, every aspect of our workplace is designed with people in mind.

A Thank You to Our Team

This recognition is especially meaningful because it reflects the voices of our employees. We’re grateful to our team for the trust they place in us and the energy they bring to our work every day.

Thank you for making Revel Interactive a truly exceptional place to grow, create, and lead.

5 Meta Custom Metrics That Can Make Your Data Work For You

As a performance-driven agency, Revel is always looking for fresh insights to bring to our clients. When reviewing performance on a weekly basis, it can be easy to get sucked into the pattern of reporting on the same KPIs in Meta. While these key metrics deliver important information to us about the paid media side of the business, we can uncover so much more data about our ads utilizing Meta’s custom metrics feature. In this article, we’ll discuss what custom metrics are, where to find them, and provide some inspiration for custom metrics you can build yourself.

What Are Custom Metrics?

Launched in late 2019, Meta’s custom metric feature allows users to create custom formulas to calculate new metrics utilizing the data Meta already has available. Custom metrics can be great for calculating things like: conversion rate, average order value, and cost per acquisition.

Where Can I Find Custom Metrics?

Custom metrics are just a few clicks away when we’re in Ads Manager. To create a custom metric, first navigate to the “Customize columns” button under the “Columns” dropdown in Meta Ads Manager.

From there, navigate to the “Custom” tab at the top of the pop-up window, and click “Create custom metric”. Easy enough, right?

Now that we know what custom metrics are and where to find them, let’s talk about some custom metrics you can build on your own and utilize in your reporting.


5 Meta Ads Custom Metrics

Conversion Rate

While not included in Meta’s standard reporting columns, CVR provides us with essential information about our ads. It can help answer questions like:

  • Does our ad offer a compelling enough value proposition?

  • Does our landing page effectively deliver on what our ad promises?

  • Are users having to click through too many pages on the site to find what they’re looking for after they see our ad?

For these reasons, CVR is a staple metric to include in your reporting.

Average Order Value

AOV tells us, on average, how much our customers are spending per purchase. This metric is pretty straight forward, but can provide lots of context when discussing revenue fluctuations with a client.

Hook Rate

Used for video ads, Hook Rate is a great tool to discover if user attention is effectively being captured within the first 3 seconds of your ad. Also referred to as “thumb-stop rate”, this metric helps us determine if our ads are compelling enough to stop a user’s doomscrolling.

Cart Drop-Off Rate

Cart Drop-Off Rate can help us uncover issues with our ads. Did the client make a change to their site without informing your team? Is there an issue on site we’re not aware of, such as requiring a minimum purchase value to checkout, or showing an out of stock item as available? A spike in this rate can help answer these questions.

Revenue Per Link Click

We frequently look at CPCs with clients, but have you ever discussed revenue per link click with a client? This metric adds color to our traffic: is our traffic profitable? Are there times of day where lots of traffic is being generated, but they’re converting less than average? This metric provides another tool when you’re reviewing traffic quality and revenue fluctuations.

Summary

Custom metrics have a variety of applications within Meta Ads Manager, and can equip you with the tools you need to add color to all your reporting. Once you start using custom metrics to your advantage, you unlock a world of useful data that wouldn’t be available to you otherwise. At Revel, we use custom metrics to bring unique insights to our clients. Let us start helping you learn the most from your data!

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Set-up and Utilization of Maximize Value Campaigns on Meta

Social campaigns have long been viewed as upper funnel and mid funnel tactics, but with new campaign objectives like maximize conversion value we are better able to optimize toward the end purchase than ever before.

Advertisers can now mirror tried and true tactics on search like target ROAS bidding using the max conversion value optimization event in an Advantage+ shopping or traditional sales campaign. Leveraging a tROAS on social campaigns allows us to combine the powerful catalog capabilities and visual nature of social ads with more accuracy than ever before.

When using the max conversion value campaign there are several things to consider in set-up in order to ensure the best return. When using a tROAS the campaign will curb spending unless it is confident that the tROAS can be hit.

ATTRIBUTION SETTING

While 7 day click 1 day view attribution remains best practice, when setting up a max value campaign it is important to consider if a different attribution window makes sense for optimization. For example, if you combine the max value objective with a retargeting audience, you may be looking for more immediate conversions than a prospecting campaign and therefore a 1 day click attribution setting may make sense. Regardless of the attribution setting selected you need to be aware of what that setting dictates when setting your target ROAS goal.

TARGETING

Max value works best with both broad targeting and broad creative, but can also be deployed to ensure a specific return on a particular audience segment. To use the retarget example from above, we may be looking to convert on retargeting audiences only at a known return. Oftentimes retargeting audiences have touchpoints in other channels like search or email that may convert them and therefore we want to limit the duplicative spend against these audiences unless we can guarantee a specific ROAS is met. Considering the targeting when setting your ROAS goal is key to ensuring success with this campaign type.

Creative & Product Assortment

The third major consideration when setting up a Max value campaign is around product assortment and creative. Max value campaigns really thrive when using catalog ad formats like collection and carousel ads.

When it comes to the product set you select, think about keeping it as broad as possible. After several rounds of testing, we found that layering in promotional creative into a max value campaign hurt the campaign’s ability to spend at the tROAS goal. Essentially, we were confusing the algorithm by asking it to find higher AOV purchasers but then feeding in discounted products in the creative. Additionally, even full price product ads did significantly better when the entire catalog was included vs. a subset of the catalog. You still want to include several ad variations, but leaning into all catalog ads will help this campaign type optimize best.

Other Considerations

Several other considerations for determining if max value makes sense for your brand. Max value is best deployed not only with a range of products and price points as mentioned above, but specifically for brands where AOV can be a challenge. Brands who struggle to find adequate conversion volume to exit the learning phase likely are not a fit for a Max Value campaign. Secondly, given the volatility of daily spend it is not recommended that you rely only on max value campaigns within your social strategy. Finally, these campaigns take a full two weeks to ramp up and start to hit that tROAS goal consistently.

Interested in learning more about max value campaigns? Reach out to our team to discuss if this tactic might be the right fit for your program.

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Elevating Meta Dynamic Product Ads: The Power of Supplementary Feeds

The Challenge: Making Dynamic Ads Align with Brand Standards & Aesthetics 


Meta dynamic product ads have long since proven themselves to be an effective digital marketing tool, but their default appearance is justifiably not every brand’s cup of tea. Dynamic product ads come with certain limitations that can make it challenging to tailor ads to specific brand standards. While Meta product feed customization services like Socioh exist, they aren't attainable to all businesses. Enter a practical and accessible solution: supplementary feeds.


Supplementary feeds are a powerful tool that enable brands to control the product images that appear in Meta dynamic ads instead of relying on the images automatically pulled from the product feed. If the default product images don’t meet expectations, supplementary feeds provide the flexibility to enhance and optimize visuals for a more brand-aligned ad appearance.

A Real-World Solution: Solving the Mis-matched Image Ratio Dilemma


Our client faced a specific challenge:

  • Meta DPAs require a 1x1 product image ratio, but both their Shopify and GoDataFeed product feeds exclusively feature 2x3 product images, the preferred ratio for their website images.

  • As a result, their default product images in DPAs were automatically resized, adding unwanted white borders to the top and bottom of the images—going against their brand’s visual aesthetics.

  • They wanted to maintain their website’s product image aesthetics while ensuring a clean, brand-aligned appearance in their Meta catalog-based ads. 

TLDR: They needed 1x1 product images to pull in exclusively to Meta without existing anywhere in the feeds that power their other channels. 

The Meta Supplementary Feed Approach

The solution was straightforward:

  1. Client created 1x1 ratio product images specifically for Meta ads

  2. Client placed links to these images in a Google Sheet*

  3. We added a column with corresponding product IDs (the ID that Meta reads and associates with the products in the feed)

  4. We uploaded the new feed**

    1. How to add a supplementary feed to your catalog in Commerce Manager 

Beyond Image Ratio: Creative Possibilities

Supplementary feeds open up numerous creative opportunities that will exclusively apply to the Meta feed:

  • Overlay brand logo on product images

  • Add text callouts (e.g., "Best Seller” or “New Arrivals”)

  • Show different product angles or on-model images (as opposed to the default, oftentimes plain catalog shots)

  • Feature custom backgrounds

  • Visually callout discounts or active promotions 

  • Feature seasonal or holiday-themed elements 

  • Create custom backgrounds

Conclusion

Supplementary feeds offer a powerful, flexible way to take control of your Meta dynamic product ads. By thinking creatively and leveraging this tool, brands can create more compelling, on-brand advertising experiences that capture customer attention and drive conversions.


*To ensure proper upload, image links must link directly to the image file. Links that direct to a webpage or require a download will result in upload failure.

**Additionally, we needed to configure our data sources to prioritize images from the supplementary feed over other feed sources.

To do this in Commerce Manager:

  1. Go to Data Sources

  2. Select Configure Data Sources

  3. Navigate to Image

  4. Choose your Supplementary Feed

  5. Click Save

This ensures that Meta pulls the preferred images from the supplementary feed for dynamic ads.


Photo: © cottonbro studio from Pexels

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2025 Demand Generation Campaign Landscape: Supplement & Expand Your Ecommerce Strategy Across Google Ads

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As the Google Ads landscape keeps evolving, ecommerce marketers are continuing to look for ways to optimize their advertising strategies, reaching potential customers at every stage of the marketing funnel. While campaigns like Search & Performance Max still continue to play crucial, bottom-of-the-funnel roles, Demand Generation campaigns have emerged as a powerful tool for engaging higher-funnel audiences. But how do Demand Generation campaigns fit into the broader Google Ads ecosystem, and what does the future hold for this advertising tactic in 2025? 

What Are Demand Generation Campaigns? 

Demand Generation campaigns leverage display tactics to engage users across Google’s most popularly owned products, including Gmail, the Discovery Feed, YouTube, and the Google Display Network (GDN). This campaign type allows advertisers to reach large audiences with visually engaging ads that grab attention, making it a key strategy for building awareness and expanding your brand’s reach. 

Demand Generation campaigns are not typically geared towards immediate conversions but are instead designed to create awareness and interest. As of 2024, these campaigns can also include video ad placements, allowing for even greater creative flexibility. The combination of eye-catching imagery and video formats, paired with the most expansive audience targeting options of any Google Ads campaign type, makes this an ideal solution for engaging users who may be unfamiliar with your brand. 

A hallmark of Demand Generation campaigns is the use of “Similar to” audiences, a feature that was largely disabled across other Google Ads products in late 2023 and early 2024. This allows advertisers to target users who exhibit behaviors similar to their existing customer base, creating a fertile ground for new customers and incremental purchases. 

The Evolution of Demand Generation Campaigns in 2025

As digital advertising becomes more visually oriented, Google has invested heavily in evolving Demand Generation campaigns to meet the needs of a more dynamic market. In 2025, several updates and features are set to revolutionize how these campaigns are executed, including new controls for audience targeting and a more seamless online shopping experience.

  • Increased Control Over Where Your Ads Serve: Unlike other visual-forward campaign types like Performance Max or standard YouTube campaigns, which do not allow advertisers to control where their ads are shown, DG campaigns are expected to introduce Channel Controls in March of 2025. This feature will enable advertisers to choose which Google properties to serve their ads on, including specifying where ads will appear on YouTube. For instance, if your target audience is particularly active on YouTube Shorts, you’ll be able to serve ads on this placement & later retarget those users via Gmail or other Google properties, creating a more cohesive customer journey to purchase. 

  • Seamless Shopping Integration: In February 2025, product feeds began rolling out for DG campaigns, a feature that presents significant opportunities for e-commerce advertisers. With product feeds, users can swipe up to view product options directly from the ad, allowing them to purchase without ever leaving the platform. This “instant purchase” option is especially useful for products that are visually appealing or seizing offers that make a consumer’s decision to purchase more urgent. 

Additionally, advertisers promoting in-store offerings will soon be able to integrate local product availability feeds, encouraging foot traffic by showing real-time inventory at physical store locations. This feature is currently in beta but is expected to become a standard part of the DG toolkit in coming months. 

  • Goodbye Video Action Campaigns: as part of the broader trend towards consolidating Google Ads offerings, the Video Action campaign type will be phased out in 2025. Starting in April, advertisers will no longer be able to create new Video Action campaigns, with existing ones being disabled by July. However, Google is offering an “upgrade” path for these campaigns, transitioning them into Demand Generation campaigns. This change further underscores the increasing importance of DG as a key pillar in Google’s plans for their advertising platform. 


What Does This Mean for Your Marketing Strategy? 

As Demand Generation campaigns become an increasingly vital part of the Google Ads marketing funnel, they offer tremendous potential for businesses seeking to connect with new audiences in a meaningful way. While traditionally seen as a tool for creating awareness, the visual nature of these campaigns-especially with the addition of video & shopping features-means that they can also be conversion-focused, driving sales in new & innovative ways. 

For brands targeting younger generations, the ability to leverage YouTube Shots for highly engaging short-form video content will be crucial. Gen Z, in particular, spends significant time on platforms like YouTube & TikTok, often turning to them as sources of product discovery. DG campaigns, with their focus on video & visually rich content, are perfectly suited to this trend. 

The introduction of product feeds also makes Demand Generation campaigns even more valuable for an e-commerce business. As users are exposed to ads featuring products they can quickly purchase, this creates a seamless & intuitive shopping experience, making them more likely to convert & become customers. 

To Conclude:

In 2025, Demand Generation campaigns are poised to become an indispensable tool for digital marketers looking to grow their brand & expand their audiences. With the ability to leverage visual content, expansive audience targeting, & seamless shopping integrations, these campaigns will offer both awareness & conversion opportunities. As Google continues to refine & expand this campaign type, it’s clear that DG will play a central role in shaping the future of Google Ad’s place in the digital media plan. 

By understanding the strengths and new features of DG campaigns, advertisers can position themselves to meet the evolving expectations & needs of today’s consumers, all while driving better results for their marketing dollar.

 
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Photo: © grinvalds from Getty Images Pro

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Performance Max for Ecommerce: Balancing New & Best-Selling Products

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Performance Max for Ecommerce: Balancing New & Best-Selling Products

In the ever-evolving landscape of digital marketing, Performance Max has become a cornerstone of Google Ads strategy. While its machine learning capabilities promise optimized performance, many marketers view it as a black box that limits their analysis & control. We're here to challenge that perspective and show you how strategic implementation of Performance Max can drive remarkable results for fashion ecommerce—particularly when it comes to new collection launches.

How TikTok Became Gen Z’s Favorite Search Engine

Gen Z doesn’t Google it—they TikTok it.

TikTok has become the preferred search engine for more than half of Gen Z. New data shows that 74% of Gen Z uses TikTok search, and 51% choose TikTok over Google as their go-to search engine.

Generation X (1963-1980) and Millennials (1980-1995) made ‘Google’ a verb, but Generation Z (1997-2012) is redefining search behavior by prioritizing social media platforms like TikTok, YouTube, and Snapchat. While Millennials still frequent Instagram and Facebook, Gen Z’s digital nativity and preference for visual content have shifted search habits towards TikTok.

As early as 2022, Google disclosed that 40% of young users preferred social media over Google Search or Google Maps when looking for a place to eat. Since then, this trend has only grown stronger.

Why Gen Z Prefers TikTok for Search

The primary reason Gen Z favors TikTok for search is authenticity. Unlike traditional search engines that prioritize paid placements and SEO rankings, TikTok’s algorithm serves organic, user-generated content that feels more genuine and unfiltered.

According to the New York Post, most Gen Zers have lost trust in advertising but still rely on brands for discovery—62.31% of them look to brands on TikTok to find new products. They seek first-hand experiences, multiple perspectives, and visual storytelling, making TikTok’s content-rich environment an ideal search tool.

Another key factor is TikTok’s impact on purchasing decisions. The platform’s mix of discovery-driven and intent-based search leads to higher engagement, with 72% of Gen Z purchasing a product after seeing it on TikTok. This showcases the platform’s ability to drive conversions through real-life user reviews and viral trends.

How TikTok’s Search Engine Works

TikTok’s search algorithm operates differently from Google’s. When users search on Google, they primarily see:

  • High-ranking SEO content from established websites

  • Google Ads targeting specific keywords

  • Google Shopping listings for relevant products

On TikTok, search results are less curated and prioritize relevance and engagement over reach. This means trending, well-liked content surfaces first, regardless of whether the creator is a brand or an individual user.

The Rise of TikTok Search Ads

Recognizing the shift in search behaviors, TikTok introduced Search Ads Campaigns in September 2024. These allow brands to target users based on their search behaviors—blending spontaneous discovery with intent-driven queries.

TikTok’s internal tests show that integrating Search Ads with In-Feed Ads boosts conversions by 20%, as users who might not initially engage with an ad are more likely to do so after seeing a related search ad. This means brands can now directly align their advertising strategies with Gen Z’s unique search habits.

Optimizing for TikTok Search

For brands looking to capitalize on TikTok’s search engine, here are key optimization strategies:

USE HASHTAGS FOR DISCOVERABILITY

TikTok’s search function relies heavily on hashtags. To improve discoverability:

  • Use a mix of popular and niche hashtags

  • Include keywords your target audience is likely to search

  • Keep hashtags relevant to the content

CONSISTENCY IS KEY

Posting quality content regularly increases visibility and improves chances of appearing in TikTok search results. Brands should aim for:

  • A consistent posting schedule

  • High-quality, engaging content

  • A mix of educational, entertaining, and promotional videos

LEVERAGE USER-GENERATED CONTENT

Gen Z trusts real experiences over polished brand messages. Encourage users to:

  • Share product reviews and testimonials

  • Participate in branded challenges or trends

  • Tag your brand in their organic content

PRIORITIZE VIDEO SEO

Unlike Google’s text-based SEO, TikTok’s search ranking favors video engagement. To optimize TikTok videos:

  • Add relevant keywords in captions and on-screen text

  • Engage viewers within the first few seconds

  • Encourage likes, comments, and shares to boost visibility

The Future of Search: TikTok vs. Google

While Google still dominates overall search volume, TikTok is rapidly becoming the go-to platform for Gen Z’s lifestyle, shopping, and how-to queries.

Google has even started adapting by integrating short-form video content into search results and prioritizing user-generated content. For ecommerce brands, this shift represents both a challenge and an opportunity. The most successful strategy now requires a holistic approach that combines TikTok’s discovery-led ecosystem with Google’s intent-based framework, supported by coordinated paid media efforts across both platforms.

Final Thoughts

TikTok’s rise as a search engine underscores the changing ways younger generations discover products and make purchasing decisions. Brands that adapt to this shift—by optimizing for TikTok search, leveraging user-generated content, and integrating Search Ads—will be well-positioned to capture Gen Z’s attention and drive meaningful engagement.

In today’s fragmented digital landscape, success isn’t about choosing between platforms but orchestrating performance-driven campaigns across the entire digital ecosystem. Brands that integrate their TikTok strategy with broader paid search, social, and affiliate efforts will not only capture Gen Z’s attention but also convert that attention into measurable revenue growth.

Sources

Photo: © psisa from Getty Images

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Highlights from the Paid Search Association Conference 2025

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The Paid Search Association recently held their 2025 digital conference featuring a full day of sessions from the industry’s top speakers from around the world.  The event covered a wide range of topics ranging from display, video, search, artificial intelligence, & more.  We wanted to share our top takeaways from the conference and how advertisers can make the most of the insights shared.


A big theme of the day was without a doubt AI.  Multiple sessions including those from Fred Vallaeys & Mike Rhodes covered ways to integrate AI into paid marketing. For example, Mike discussed how to use AI to help create intricate scripts to help gain valuable insights into paid ad accounts. Fred shared a number of advanced ways to utilize AI like using search terms to then suggest blog ideas and creating different personas to provide feedback from various points of view.  However, the session that stayed with me was the one that kicked the event off by Ameet Khabra.  Her topic surrounded AI in PPC and where AI shined vs where humans shined.  The cases Ameet shared included one where they put AI up against a copywriter to see who could produce the top performing ad copy, spoiler the human won.  She also shared how AI is able to help scale the ad creation process for businesses.  Ultimately Ameet’s presentation wasn’t about one being better than the other, but that together marketers can play off AI’s strengths while injecting our own knowledge of our client’s businesses and best practices to drive the best results.  


If you’d like to dive deeper into AI and how to rank in AI results be sure to read this article on Generative Engine Optimization.


Another topic I found interesting is Navah Hopkins’s presentation on challenging PPC biases with data.  A key value we share at Revel is strategic impact, which means we are constantly looking at the data to identify actionable insights we can use to achieve our goals, which aligns perfectly with Navah’s topic.  She started the discussion defining biases and why people might have them when it comes to their PPC advertising, examples such as, information delivered from a supposed “expert” or a norm in the industry that people are comfortable without questioning.  Navah then went on to dispel multiple common beliefs in the PPC industry, backed by data from Optmyzr.  


One example of a bias in PPC is search ad capitalization.  In every agency I have worked at, the best practice has always been to write all search ads in title case, capitalizing the first letter in every word of an ad.  With Navah’s data she shared, it showed that sentence casing, capitalizing the first letter of every sentence in an ad, overall performed better than title casing!  This and the other data she shared has been a great conversation starter for our teams internally identifying other biases we would like to test against the data we have for our clients.


The day closed out with a presentation from Ginny Marvin, Google’s Ad Liaison, on Google Ads in 2025.  In PPC everything is constantly evolving and Ginny was able to share a recap of some of the recent changes to Performance Max & Demand Gen campaign types.  While she wasn’t able to share any brand new updates with us, she did say that with AI overviews playing a more critical role in the SERP, Google is testing new ways to deliver the best value for users and advertisers. Also, to keep an eye out for new ways to reach users in the near future.


With that, the PSA Conference 2025 came to a close.  We greatly appreciated hearing from such a fantastic group of speakers and look forward to next year’s event!  To watch the full 2025 conference be sure to visit the Paid Search Association’s YouTube channel and for other digital marketing news stay tuned to the Revel Interactive blog.

 

Photo: © ChristianChan from Getty Images

Performance Max Latest Features for 2025

Google recently announced exciting updates to Performance Max campaigns, bringing new reporting capabilities and deeper insights. As marketers, we thrive on data, and these changes will empower us to make smarter, more strategic decisions for our clients. Let’s dive into these updates and explore how they can enhance your campaign performance!

More Control Over AI-Driven Campaigns

We all love AI, but as we know, AI needs human oversight to ensure it aligns with our clients’ goals. These new features give advertisers more control within PMax, allowing us to better direct AI-driven components:

Campaign-Level Negative Keywords

What a relief! We can finally add negative keywords at the campaign level in PMax. This long-overdue update is a game-changer, helping to prevent ads from showing on irrelevant searches. Just be mindful of the match types you apply to your negative keywords to avoid unintentionally blocking valuable traffic.

New Customer Acquisition Goal with High-Value Mode

If you’re already using the New Customer Acquisition strategy to bid higher for new customers, you’ll love this update. Now, you can go a step further and bid even higher for high-value new customers. But be cautious—this adjustment inflates platform-reported revenue based on the increase set for new customer value, so ensure your bidding priorities are well-balanced.

Brand Exclusions for Different Formats in Retail Campaigns

Previously, applying brand exclusions in PMax blocked brand queries across both Search and Shopping. Now, you can exclude brands specifically from Search while still allowing them in Shopping. This means you can better allocate your budget while maintaining a strong Shopping presence.

“URL Contains” Rules for Product Feed Campaigns

If you’re familiar with Dynamic Search Ads (DSA), this update will feel familiar. Now, you can direct users to specific URLs, ensuring your PMax campaigns focus on high-value pages. One strategic move? Exclude non-monetizable pages to maximize your budget’s efficiency and drive better results.

Demographic Exclusions & Device Targeting (Beta)

Two highly anticipated betas are on the way: demographic exclusions and device targeting. Soon, you’ll be able to exclude certain age brackets and target specific devices (desktop, mobile, or tablet). These simple but powerful optimizations can significantly improve performance by ensuring your budget reaches the right audience on the right device.

Better Insights for Smarter Optimization

More control is great, but we also need data-driven insights to refine our strategies. Google’s latest reporting updates will give us even deeper performance visibility:

Search Themes Usefulness Indicator & Insights Source Column

Search themes in PMax aren’t new, but until now, we lacked insight into their effectiveness. This update changes that! Much like Search Query Reports (SQR), you’ll now be able to assess which search themes contribute positively to your asset groups—and which ones might be hurting performance.

Segment & Download Asset Group Performance Data

Finally, the moment we’ve all been waiting for—asset group performance downloads! Not only can you now download performance data, but you’ll also gain access to new insights segmented by conversions, device types, time of day, and more. As we always say, data is power! Knowing what works (and what doesn’t) is key to driving campaign success.

These new Performance Max updates are a huge step forward in giving advertisers more control and insights to maximize performance. Stay on the lookout as these features roll out, and if you have any questions, reach out to your Revel team—we’re here to help you make the most of these updates!

Photo: © psisa from Getty Images

Affiliate Marketing Attribution Explained: Fall Out from the Honey Scandal

THE PROBLEM

On December 21, 2024, YouTuber MegaLag released a video essay accusing Honey, a PayPal-owned browser extension, of generating revenue by replacing creators' affiliate marketing links with its own. This practice, he argued, diverts revenue that would otherwise go to content creators.

This issue isn’t unique to Honey and has been a recurring practice with other browser extensions, like Rakuten Rewards and Capital One Shopping, for years. Content creators say they’re being denied credit for their work. They invest time and resources into promoting products through affiliate platforms, but their earnings can be intercepted. For example, if a shopper discovers a product through a creator’s content but later uses an extension to complete the purchase, the extension’s affiliate gets credit for the sale—and the commission.

PayPal and Capital One Financial Corp. are now facing class action lawsuits from influencers who claim this “last-click” system is a form of theft. They argue these extensions unfairly take credit for sales, diverting commissions that should go to the creators. This ongoing issue continues to raise questions about fairness in affiliate marketing.

ATTRIBUTION MODELS IN FOCUS

This dispute highlights the significance of attribution models in affiliate marketing:

  • Last-click attribution: Gives all credit to the last touchpoint before a conversion, which is Honey in many cases.

  • Linear attribution model: Distributes credit equally across all touchpoints in the buyer’s journey, ensuring that all contributions are recognized.

  • Position-based attribution model: Assigns more credit to both the first and last touchpoints, recognizing the importance of awareness-building and conversion-driving phases.

  • Time decay attribution model: Allocates more credit to interactions closer to the conversion, reflecting the influence of recent touchpoints.

REVEL’S POV

Honey’s practice of claiming to share the best promotional codes raises ethical questions, particularly as many brands restrict certain codes from appearing on the platform. However, the legal implications remain ambiguous.

While creators view these practices as unfair, the terms governing attribution are typically outlined in affiliate network contracts. The current social media backlash may be a strategic effort by creators to advocate for more favorable attribution models rather than solely a legal dispute.

At the core of this debate is the attribution methodology. Content publishers and creators express frustration when browser extensions like Honey receive credit under last-click attribution systems. Concerns also arise over Honey’s tactics to secure last-click status by encouraging users to activate the extension, even when no discounts are available. However, such practices have been prevalent among coupon and cashback publishers in the affiliate marketing ecosystem for years.

THE CHALLENGE OF UNIFORM STANDARDS

Currently, no industry-wide standard exists for attribution models. Brands collaborate with affiliate platforms such as Impact, CJ, Rakuten, and Ascend to customize their attribution models and manage partner relationships. This lack of uniformity complicates efforts to address these disputes comprehensively.

THE SOLUTION

To protect relationships with creators and publishers, brands can leverage their affiliate networks to adopt attribution models that extend beyond last-click methodology, where it makes sense for the program and goals overall.

RECOMMENDATIONS FOR BRANDS

  • Explore alternative models:

    • First-click attribution: Rewards the initial touchpoint that drove the shopper’s interest.

    • Multi-touch attribution: Credits all touchpoints based on their influence, fostering collaboration.

    • Preferred partner models: Prioritize partnerships with high-value creators to ensure fair compensation.

  • Assess long-term impacts: While last-click attribution may appear cost-effective initially, over-reliance on this model risks damaging valuable publisher partnerships.

By implementing fair and transparent attribution models, brands can maintain trust and foster stronger partnerships within the affiliate marketing ecosystem.

SOURCES

 

Revel Wrapped: Our Year in Review

INTRODUCTION

As the year winds down, it’s time for a reflection inspired by one of our favorite traditions—Spotify Wrapped! Just like Spotify gives users a snapshot of their music habits, we’re sharing our own recap of an incredible year at Revel Interactive. From celebrating milestones to making an impact, here’s a look at what we accomplished together in 2024.

REVEL WRAPPED

13 Years of Revel Interactive

Founded in 2011, Revel Interactive now has a presence in Denver, CO, and Chicago, IL.

12 New Revelers Joined Our Team

2024 brought remarkable growth to our Revel team. We welcomed 12 new faces, including interns, account coordinators, specialists, account directors, and more. Our team’s expansion is a testament to our commitment to delivering exceptional service and results. And the good news? We’re still growing. If you’re interested in joining a dynamic, collaborative team, click here to explore job openings and apply.

800 Hours Volunteered by Revelers

Giving back is a core value at Revel Interactive. Thanks to our unlimited paid time-off policy, our employees took the time to volunteer throughout the year, amassing over 800 hours across various organizations in Denver and Chicago. We’re proud of the positive impact our team members continue to make in their communities.

4 Revel-Earned Awards & Recognitions

We’re honored to have received recognition that speaks to our team’s commitment to excellence:

3 Digital Marketing Bootcamps Hosted

Keeping our skills sharp is crucial. Revel’s paid media specialists hosted three internal bootcamps, ensuring our cross-channel team remains at the forefront of digital marketing trends and best practices.

1 Annual Retreat in New Orleans (with 3,923 Beignets Consumed)

Our annual retreat in New Orleans was a highlight of the year, bringing together Revelers from all corners of the country. It was a week dedicated to strengthening our programs, honing our strategies, and fostering the strong, supportive culture that defines Revel Interactive. And yes, we enjoyed a significant number of beignets along the way.

Bonus: Reveler’s Top Artists

This year, our team’s playlists were as diverse as ever, with Taylor Swift and the Wicked Musical soundtrack leading the charts. It’s a fun reflection of the unique personalities and creativity each Reveler brings to our work and culture.

CONCLUSION

We want to extend our deepest thanks to our clients, families, and friends. None of these accomplishments would be possible without your support. Here’s to another year of growth, learning, and continued success.

 

TikTok Spark Ads Vs. In Feed Ads - Which Ad Type Works Best?

Among the major social media platforms, TikTok sits in the top five for ad revenue, surpassing both Twitter (X) and Snapchat. Its growth trajectory suggests that by 2026, TikTok's annual ad revenue will hit $13.79 billion. So, we know that advertising on TikTok is effective in driving revenue. The question is, what is the best strategy for advertisers to take when running ads on TikTok? Two major ad types have emerged in the TikTok landscape, those being spark ads and in-feed ads. It is crucial for brands to pick the optimal ad type for their business to ensure their ads are resonating with users and achieving the results they are looking for by investing in the platform. 


TikTok Spark Ads vs. In-Feed Ads 

Spark ads are very similar to a boosted post in Meta. These are TikTok videos that were initially posted organically by a creator or the brand itself, and are then boosted by the brand to achieve desired results. In-feed ads, on the other hand, do not exist anywhere on the organic side of TikTok and are built from scratch by the brand by uploading an asset, assigning ad copy, populating a landing page, etc. 

Both types of ads can be effective depending on the brand and their specific goals, but each comes with its own set of advantages and disadvantages.

Given the organic nature of Spark ads, they tend to look more natural on the For You Page and align more with what users are used to seeing, and engaging with, while scrolling on TikTok. A major limiting factor to spark ads, however, is that content that makes up a spark ad, specifically the video asset and ad copy, cannot be edited on the ad level and must remain identical to the organic post from which the ad was derived. While the CTA button and landing page offer some customization options, the core content of Spark ads is fixed. Additionally, TikTok Spark ads have many of their clickable elements direct to a brand’s organic TikTok page instead of a landing page. 

In-feed ads, on the other hand, provide a lot more levers that can be pulled to manufacture exactly how the TikTok ad appears.  For example, brands can adjust the ad copy and video asset at their leisure to cater toward the specific audience they are targeting. In-feed ads also include the option to integrate a product feed, enabling ads to be displayed in a catalog format that showcases products directly within the ad. However, these ads can sometimes appear less natural on the platform, depending on the creative asset, and may fall victim to an immediate scroll once users recognize the content as sponsored.

Optimizing TikTok Campaigns: Spark Ads and In-Feed Ad Comparison

Revel Interactive has run TikTok Ads for multiple clients in 2024, using a mix of spark and in-feed ads to hit desired client objectives. Looking at data YTD, there are some clear advantages to each ad format. 

It’s important to note that all of the ads in our data set were run as part of website conversion campaigns, optimized towards hitting a specific on-site conversion goal instead of general awareness or traffic. Each client also targeted different audiences based on their customer profile.

CTR Winner: Spark Ads

Spark Ads had the highest average click-through rate compared to non-spark ads. On average, spark ads had a 64% higher CTR in comparison to their non-spark ad counterparts. Our spark ad results for CTR also exceeded the TikTok Ads platform benchmark of 0.84%.

View Rate Winner: Spark Ads

Looking at view rate, we found that spark ads also won on this metric. Spark ads saw 17% of impressions hit the 25% mark of a video, while in-feed ads saw 7% of users.

CPM Winner: In-Feed Ads

In a change from previous stats, non-spark ads averaged a lower CPM than spark ads (40% lower on average). It’s important to note that while the CPMs are higher for Spark ads, this doesn’t mean they’re less effective overall given the better engagement performance.

Conversion Winner: Spark Ads

In a head to head test using four different video creatives, we tested an uploaded video version and a spark ad version of each creative. All ad creatives ran in all audiences, letting TikTok pick the best performers in the auction. Spark ads quickly rose to the top in this test, accounting for the majority of revenue over the reporting period. They had a higher CTR and achieved a higher ROAS throughout the test. In-feed ads had a lower CPM, but that increased efficiency in impressions didn’t matter when the engagement on the ads was lower.

Conclusion

Revel Interactive has found that spark ads can be a good ad type option for TikTok, especially for ads running on a lower budget (quality over quantity). Their higher CTRs and video view rates can help you get more out of your investment.

With larger media budgets, we’d recommend using TikTok Ads to test a variety of ad formats. In-feed ads and their efficient CPMs can help expand your reach cost effectively. Other ad types like brand takeovers, product feed based carousel ads, and collection ads can play together with classic in-feed and spark ads to hit potential customers at all parts of their purchase journey.

Ultimately, the decision about which ad type is best will depend on the goals for your campaigns. If your focus is growing your following and awareness on TikTok, Spark ads can be the perfect fit. If you are more focused on revenue (and have the ad dollars to support), a mixture of different types of in-feed ads will work great for you. If you’re not sure what your campaign goals should be, that’s where team Revel can help.

 

Photo: © Dragos Condrea from Getty Images

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Generative Engine Optimization for Ecommerce

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What is Generative Engine Optimization? 

Generative engine optimization (GEO) is the latest digital marketing toolkit required to respond to the way people search and interact with information online.

According to Christina Adam of Search Engine Journal:

“GEO stands for ‘generative engine optimization’ which means the process of optimizing your website’s content to boost its visibility in AI-driven search engines such as ChatGPT, Perplexity, Gemini, Copilot and Google AI Overviews.”

How does Generative Engine Optimization differ from Search Engine Optimization?

Both Generative Engine Optimization and Search Engine Optimization are fundamental to modern digital marketing, but they operate in distinct ways.

GEO strategies aim to surface your content in a summary of information or a conversational reply to a user’s query, while traditional SEO aims to provide a specific page of your website to answer a user's query, and drive traffic to your website.

Traditional Search will be less important going into the future. According to research conducted by Gartner:

“Gartner predicts a significant drop in traditional search volume by 25% by 2026, with organic search traffic expected to decrease by over 50% as consumers embrace AI-powered search. Additionally, 79% of consumers are expected to use AI-enhanced search within the next year and 70% already trust generative AI search results.”

ChatGPT’s developer Open AI recently launched a prototype of SearchGPT, and we expect to see more AI powered search engines enter the market alongside it. Open AI defines SearchGPT as “a prototype of new AI search features that give you fast and timely answers with clear and relevant sources.” On the surface, this sounds like the mission of traditional search. But, the overall goal of the AI-powered search engine is to introduce a more conversational format with clear sources for the best possible user experience, beyond the traditional search experience of compiling information across multiple website visits. 

Generative Engine Optimization diverges from Search Engine Optimization in several key areas:

Response Generation

SEO optimizes for traditional search engines that present a list of links, while GEO focuses on AI systems that synthesize and prioritize information for quick, comprehensive responses.

Content Contextualization

GEO ensures content is contextually relevant, enabling AI to generate accurate responses, whereas SEO emphasizes optimizing content with keywords and meta tags.

Information Synthesis

SEO aims to improve the ranking of individual pages, while GEO focuses on how AI integrates content from multiple sources to deliver comprehensive answers.

User Intent Understanding

Generative Engine Optimization uses advanced AI to better interpret and anticipate user intent, offering more nuanced responses than traditional SEO.

Algorithm Adaptation

GEO requires ongoing adaptation to the evolving capabilities and methodologies of AI, beyond the updates in traditional search engine algorithms.

Content Formatting

Generative Engine Optimization optimizes content for AI parsing, including structured data and natural language formats, while SEO focuses on traditional search engine formats.

Research-Driven Strategy

GEO strategies are informed by analyzing AI content structures and citation patterns, while SEO relies on keyword research and technical analysis.

Performance Tracking

Generative Engine Optimization tracks referral traffic from AI engines and how content is prioritized by AI, whereas SEO monitors keyword performance and search rankings.

What are the Benefits of Using Generative Engine Optimization?

Generative Engine Optimization brings many benefits to users both now and in the future including:

Increase reach

GEO leverages AI-driven content to expand visibility, reaching broader and more diverse audiences.

Enhance user experience

By generating personalized content, Generative Engine Optimization delivers more relevant and engaging experiences tailored to user needs.

Competitive advantage

GEO's ability to produce dynamic content gives you an edge by quickly adapting to market trends and customer preferences.

Brand authority and credibility

Generative Engine Optimization strengthens your brand by consistently generating high-quality, authoritative responses, reinforcing trust with your audience.

Data-driven insights

GEO harnesses AI to analyze and optimize content performance, driving smarter decision-making.


Using Generative Engine Optimization for Ecommerce Sites

Generative Engine Optimization provides ecommerce businesses with new opportunities in how people use Search Engines to find their products and discover their brand.


While GEO is a new and evolving landscape some pioneers in the space published research on key factors that contribute to visibility in AI-generated responses.

The first large-scale study on these factors was conducted by researchers from Princeton, Georgia Tech, The Allen Institute of AI and IIT Delhi. They identified the most influential GEO methods to be statistics addition, quotation addition, and citing sources. Fluency optimization and readability also contributed to measurable improvements in metrics they used to evaluate GEO success. Keywords, which tend to hold high-importance on the SEO side, interestingly offered little to no improvement as a GEO strategy. 

NP Digital studied several factors that contribute to ranking Ecommerce Brands in ChatGPT and found that relevancy and brand mentions were top factors. This study defined relevancy as the “correlation between the keywords in the question we asked ChatGPT and the products and companies it recommended” based on “pages around the web mentioning the product and service mentioned.” Note, this does not mean the keywords on the site itself, rather the way people speak about the brand on other pages. Brand mentions here mean the more often a brand was mentioned, the more likely it was that ChatGPT would recommend it.

Similar to SEO, GEO gets its benefit from repeatable content patterns that you can integrate into your ecommerce website.

You can increase your ecommerce website rankings for Generative Search Engines by improving Generative Engine algorithm ranking factors. Revel has identified some ecommerce-first recommendations to improve your brands’ presence in generative responses.

PR & Affiliate Content Partnerships

Given the impact of relevancy, brand mentions, and quotation additions from cited sources, Revel recommends a focus on digital PR and affiliate content partnerships. The higher volume of references back to your ecommerce website from credible sources, the more likely your brand name is to show up.

Cite Sources & Quotation Addition

Add relevant citations and use quotations from credible sources on your ecommerce site. In practice, this means you should add any press mentions to your website. Add an “in the press” section on your ecommerce website to cross post press mentions and celebrity endorsements. If your product earned a spot on a top 10 listicle, for instance, make sure that’s included on the product page. Use your homepage to share “As seen in…” callouts. Quotation addition is also relevant when speaking to customer testimonials. Wherever possible, highlight product reviews and approved customer testimonials. 

Statistics Additions

Add statistics to your Ecommerce website. This can look different depending on your product, but reviews, purchase behavior and product studies are a great place to start. Statistics from reviews may be callouts that “90% of customers say this item fits true to size” or “94% of respondents would recommend this to a friend.” In many industries, products are independently tested for effectiveness. You can use these results to highlight statistics as well. For example, in skincare you could share that “75% agreed skin felt smoother after daily use.” 

Conclusion

As the digital marketing landscape continues to evolve, integrating Generative Engine Optimization with Search Engine Optimization is crucial for maintaining your brand’s competitive edge. By understanding and leveraging the unique strengths of both, brands can create a robust digital presence that meets the needs of today’s consumers and positions them for success in the future. Are you ready to supercharge your Brands’ Generative Engine Optimization efforts? Schedule a consultation with our optimization specialists and get started today!

Photo: © KHUNKORN from khunkorn

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Unlocking Success: Leveraging TikTok's AI Features for Brand Growth

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TikTok’s popularity among marketers is rapidly growing, with businesses worldwide utilizing the platform to advertise their brand and products. In 2023, more than 35,500 brands spent $3.8 billion advertising on TikTok (Marketing Brew). TikTok has emerged as a powerhouse platform, not just for entertainment but also as a dynamic space for brand promotion and engagement. Central to TikTok's success in facilitating brand growth is its innovative integration of artificial intelligence technologies. 


From content recommendation and targeted advertising to creative enhancement tools and influencer partnerships, TikTok's AI capabilities offer a comprehensive suite of solutions tailored to elevate brand visibility, engagement, and ultimately, conversion rates on the platform. Just this year, TikTok has rolled out a number of new AI components to assist brands.


What are some of TikTok’s AI capabilities for brands?


  • TikTok Creative Assistant: Within the TikTok Creative Center, TikTok Creative Assistant is an AI-powered virtual assistant that provides recommendations to improve ad creative elements such as video duration, aspect ratio, and content style. The Creative Assistant leverages TikTok's AI algorithms to analyze historical performance data and identify trends, offering actionable suggestions to enhance ad effectiveness. This tool aims to empower advertisers to create more engaging and effective ads but ultimately brands are in control and have the option to use, discard, or edit the materials.

  • TikTok Symphony: TikTok Symphony is a new AI suite that combines human creativity and AI-powered technology to help brands scale content development and productivity on the app. Symphony helps with everything from writing scripts to generating videos using assets already uploaded to TikTok Ads Manager or based on product information. Additionally, it can help fix or optimize a brand's existing videos to make it stand out from competitors. 

  • Avatars: One of the newest additions to the Symphony Creative Studio is avatars. There are a range of different avatars that brands can use in their content. They are highly customizable and human-like, fully generated by AI. Marketers can be modified by their appearance, style, and environment they are in. They can also read off scripts for content and can also translate these scripts into different languages. 


Content creation is one of the biggest barriers to enter and compete in the TikTok game, whether that’s due to lack of resources or time to create engaging content. With these AI capabilities, TikTok does most of the work for you, and you still have a large amount of control over the content that is produced. AI can be daunting, but TikTok’s offerings put you in charge of how you want your creative to look, feel, and align with your brand completely.


Overall, TikTok’s AI capabilities offer significant advantages in content creation, audience engagement, trend analysis, advertising efficiency, and strategic insights, making it a valuable platform for brands looking to enhance their digital marketing efforts. There is much more to come for TikTok and AI, we are just seeing the first round of options available to brands. 


Photo: © cottonbro studio

Luxury Brand SEO: Supercharge your Organic Search Presence in 2024

Luxury Brand SEO is an often overlooked, but crucially important aspect of any online luxury brand. We will dive into the benefits of focusing on SEO for your Brand, and how to supercharge your search engine optimization efforts in 2024 and beyond.

What is Luxury Brand SEO?

Luxury Brand SEO differs from traditional search engine optimization in several key ways. Luxury SEO requires a more refined approach to reflect your brands’ positioning and high-end positioning in the marketplace. 

Focus on Branding and Storytelling

Luxury brands emphasize creating an aspirational image. Your SEO efforts should reflect that with the use of premium brand aligned keywords. While traditional SEO attempts to speak to a broad audience, luxury SEO efforts should focus on maintaining exclusivity and brand-voice. Content should be focused on storytelling, craftsmanship and unique value propositions.

Image Optimization

With high-end imagery being a prominent aspect of your online presence, they’re a fantastic opportunity to improve your search rankings. Luxury brands depend heavily on high-end visuals to communicate the product's value. Optimizing your imagery can increase search rankings by including high-value keywords in your images alt text, captions, metadata and file name. 

Keywords and Search Intent

It is important for luxury brands to optimize keywords and search intent for a niche and affluent audience. Luxury brands should target niche audiences by utilizing long tail keywords that align with the lifestyle and aspirations of more affluent consumers. Rather than competing for high volume keywords, luxury brands should target longer tail keywords with lower search volume and higher conversion value. For example, your luxury brand may want to optimize for the word “custom handmade italian leather bags”, rather than just “leather bag”.

Luxury Brand SEO is a powerful tool that can help your brand stand out in a crowded online marketplace. By focusing on your SEO and implementing the right strategies, you can drive more traffic to your website, increase sales and ultimately grow your luxury brands’ online presence in 2024 and beyond.

Creating a Successful SEO Strategy for a Luxury Brand

When creating a successful SEO strategy for a luxury brand, it is important to understand the unique characteristics of your target audience and tailor your keywords accordingly. Luxury brands often cater to a specific demographic with higher purchasing power, so using long tail keywords that reflect the exclusivity and quality of your products or services can be highly effective.

Images on your eCommerce website are a great way to enhance your Search Engine Optimization efforts. High-quality images not only showcase the craftsmanship and elegance of luxury products, they present a unique opportunity to enhance your websites’ SEO. By using descriptive, keyword-rich file names, alt text, and captions, you can increase the chances of your images appearing in Google Image Search Results Pages. 

In addition to using long tail keywords, it is essential to optimize your website with high-quality content that showcases the luxury and sophistication of your brand. This can include professional photography, detailed product descriptions, and customer testimonials to build trust and credibility with potential customers.

Incorporating local SEO strategies can be beneficial for luxury brands with physical locations, as it can help drive foot traffic to your stores and increase brand visibility in specific geographic areas.

By focusing on long tail keywords, creating high-quality content, and implementing local SEO tactics, luxury brands can effectively reach their target audience, drive traffic to their website, and boost sales and revenue.


Photo: © Harper Sunday from Pexels

Maximizing Your Google Performance Max Campaigns: Creative Asset Best Practices

Google Performance Max campaigns are designed to elevate your advertising by using machine learning to deliver your ads across all of Google's channels. To fully leverage this powerful tool, it's essential to optimize your creative assets. In this guide, we’ll cover the best practices to ensure your assets drive maximum engagement and conversions.

Embrace Variety

A key strength of Performance Max is its ability to test and optimize different combinations of creative assets. By offering a diverse range of assets, you allow the algorithm to determine the most effective combinations for various audiences and placements.

Text Assets: Create multiple headlines and descriptions that highlight your unique selling points. Tailor these variations to different segments of your target audience.

Image Assets: Use a mix of high-quality, visually appealing images relevant to your brand. Ensure you have various sizes and formats to fit different ad placements.

Video Assets: Short, engaging videos can significantly enhance campaign performance. Capture attention in the first few seconds and convey your message clearly and concisely.

Maintain Consistent Branding

Consistent branding across all assets builds recognition and trust. Use uniform color schemes, logos, fonts, and design aesthetics in your ads. This consistency not only strengthens your brand but also makes your ads instantly recognizable to your audience.

Craft Clear and Compelling Messaging

Your messaging should be straightforward and resonate with your target audience. Focus on the benefits and unique features of your product or service. Use strong, action-oriented language to prompt users to take the next step, whether it’s visiting your website, signing up for a newsletter, or making a purchase.

Regular Testing and Optimization

Performance Max allows for real-time testing and learning from different creative assets. Regularly review performance data to understand what works best.

A/B Testing: Continuously run A/B tests with different versions of your creative assets to identify the most effective elements.

Iterate and Improve: Use insights from testing to refine your assets. Experiment with new ideas to see if they drive better results.

Adhere to Google’s Guidelines

Ensure all your creative assets comply with Google’s advertising policies and technical requirements, including specifications for image and video formats, as well as content guidelines. Non-compliance can lead to ad disapproval, hindering your campaign’s effectiveness.

Optimizing your creative assets is crucial for maximizing the performance of your Google Performance Max campaigns. By incorporating a variety of high-quality assets, maintaining consistent branding, crafting clear and compelling messages, regularly testing and optimizing, and adhering to Google’s guidelines, you can significantly enhance your campaign outcomes. With the right approach, Performance Max can be a powerful tool to drive engagement and achieve your marketing goals.

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Photo: © by SUWANNAR KAWILA

Revel Interactive Ranks On Denver Business Journal's 2024 Fast 50

We’re thrilled to announce that Revel Interactive has earned a spot on the prestigious 2024 Denver Business Journal (DBJ) Fast 50 list, recognizing the fastest-growing companies in the Denver metro area! This year, the DBJ’s annual Fast 50 list celebrates businesses that have achieved remarkable growth over the past three years, despite facing challenges like inflationary pressures and a competitive labor market.

The Fast 50 highlights businesses across various revenue categories, with Revel Interactive standing out in the extra-small category, which includes companies generating between $1 million and $5 million in revenue. Companies in this category had to demonstrate strong financial growth over the fiscal years 2021, 2022, and 2023 to qualify.

Our Growth Journey

At Revel Interactive, we’ve always prioritized innovation, strategic thinking, and delivering impactful results for our clients. We are incredibly proud of the dedication and hard work our team has put in, which has driven our growth and success over the years.

“It’s always an honor to be recognized for the great work our team is doing and be in such great company in the local market here in Denver.” Kayla Faires, CEO said of the award.

Looking Ahead

As we continue to grow, our focus remains on pushing the boundaries of digital marketing, ensuring our clients achieve their goals, and fostering a company culture of dedication, creativity and collaboration. We’re excited for what the future holds.

Thank you to our valued clients for your continued support and business!

You’ve Heard About The Shopify Extensibility Update: What Is It About?

August 2024, Shopify rolled out their mandatory Upgrade to Checkout Extensibility for Enhanced Checkout Experience. Read on to find a quick explainer!

First off, Shopify’s Checkout Extensibility is a set of tools and apps that allow brands to customize their checkout experience, while also being more secure than checkout.liquid.

With that in mind, let’s jump into the capabilities of this Update!

Custom Checkout Experiences: The update introduces tools that enable merchants to create bespoke checkout flows. This flexibility allows businesses to tailor the checkout experience to match their specific brand requirements and customer expectations - i.e. custom fields, unique design elements, etc.

Extended Integration Capabilities: One of the most notable enhancements is the improved integration with third-party applications and services. The Extensibility Checkout Update supports more extensive API integrations, enabling merchants to incorporate additional functionalities such as loyalty programs, custom shipping solutions, and advanced analytics tools directly into the checkout process.

Improved Performance and Scalability: Shopify has focused on optimizing the performance of the checkout process with this update. Enhanced load times and scalability ensure that merchants can handle high volumes of traffic and transactions without compromising the user experience. This is particularly beneficial during peak shopping seasons and high-demand events.

In summary, brands now have the ability to implement complex customizations that were previously constrained by the platform’s standard checkout options. This flexibility supports a range of operational needs, from subscription services to complex product configurations.

In addition, enhanced integration capabilities mean that merchants can collect and analyze more granular data from the checkout process, allowing them to fine-tune marketing strategies and operational workflows based on real-time insights.

Most importantly, once your team makes the update, ensure that purchases across channels (paid search, social, affiliate, etc.) are tracking!

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