Google BigQuery is a powerful tool for analyzing large amounts of data, but as your data grows, it becomes increasingly important to optimize its performance. Here are a few tricks to help reduce BigQuery costs and ensure efficient and cost-effective data analysis. Avoid SELECT in queries In the past, using SELECT * and selecting specific fields didn't matter much because the entire dataset was read (and you paid for it in full), and then the data was filtered and displayed to you. In BigQuery, the choice of columns directly affects your costs. By selecting only the fields you need, you can significantly reduce query costs and improve query performance. Instead: SELECT * FROM `project.dataset.events` Use: SELECT event_date, event_name, user_pseudo_id FROM `project.dataset.events` By selecting specific fields, you reduce the amount of data processed and increase the speed of query execution. Use...

In 2025, Google Ads is preparing a large-scale transformation in which artificial intelligence (AI) will become a key element of digital marketing strategies. These changes, according to Google's Vice President of Global Search Ads and Commerce Brandon Crayham, will be more significant than the mobile revolution and will fundamentally change the way businesses interact with users. Artificial intelligence is changing search marketing Google predicts a "seismic shift" in the way users search for information and interact with businesses. This will require advertisers to quickly adapt to the new realities in order not to lose their competitive advantage. Key areas of change Google is focusing on three main aspects: The evolution of search beyond keywords Search behavior is moving from the traditional keyword query to amultimodal experiencewhere users are using text, images, and video. AI will make search more intuitive and...

In the modern world of social media, brands, individuals, and even local businesses use different ways to communicate with their audience. One of the most popular tools is a fanpage. What is it, what benefits does it provide, and should you create a fanpage? Let's find out together and consider recommendations for an effective start. What is a fanpage? A fanpage is a social media page created to popularize a brand, person, project, or even a specific idea. The main goal of a fanpage is to attract fans, share useful or interesting content with them, and form a community around you or your product. A fanpage can be dedicated to anything: Personal brand (for example, for an expert, blogger, or artist). Business (cafe, shop, agency). A topic (travel, cooking, sports). Project (event, movie, book). The main advantage of a fanpage...

New rules Starting January 15, 2025, Google will introduce new restrictions and requirements for advertising cryptocurrency exchanges and digital wallets targeting the UK market. According to the new rules, advertisers who want to promote cryptocurrency exchanges or digital wallets through Google Ads must register with the UK Financial Conduct Authority (FCA) before launching advertising campaigns. This innovation is aimed at strengthening control over financial products in the UK market and ensuring stricter monitoring of cryptocurrency companies advertising through Google. Registration with the FCA allows you to ensure that the cryptocurrency services that are advertised comply with the requirements of British law, including rules against money laundering and other financial fraud. According to the new requirements, companies that fail to register with the FCA will not be able to advertise their services through Google Ads in the UK. Rules for advertising...

Building a high-quality link profile is the basis for effective website promotion. However, even minor mistakes in link building can have a negative impact on SEO, lower search engine rankings, or lead to unreasonable costs. This happens especially often to beginners who try to master the process on their own. The formula “right link + carefully chosen platform + competent anchor + useful content” seems obvious. But then why do the results vary significantly even with the same approach? The secret is in the details: experience, systematic approach, regular analysis, and attention to nuances. Let's take a look at common mistakes in link building and tips to help you avoid them. Common mistakes when creating a link building strategy A common problem for many beginners is the lack of a clear plan. Haphazard actions lead to wastage of budget and...

Let's see what Lars Lofgren (for convenience, hereinafter referred to as LL) found out about the backstage of Forbes affiliate pages and other major media during his investigation. Forbes on top of Google: how did it happen? Forbes covers almost every possible query topic in the English-speaking segment of the Internet - from "the best pet insurance" and "how to get rid of cockroaches" to "the most effective CBD gummies". This may seem somewhat uncharacteristic of a publication of this caliber. So, how come Forbes publishes articles on these not-so-core topics? As LL found out, back in 2020, Forbes transferred the SEO part of its affiliate program business to another company. As a result, a new structure emerged - Forbes Advisor, which, although it retained the sounding name Forbes, actually became a separate company. It is this company that today...

To be on top of SEO, you need to always keep your finger on the pulse. Google regularly updates its algorithms to make the Internet more comfortable for users. Therefore, media buyers and SEOs constantly have to adjust their tactics in order not to lose their positions in the search and keep the flow of visitors. When Google rolled out an update in September 2023 called the Helpful Content Update (HCU), prioritizing content from real people over corporations, it was a real shock to many in the industry. Many webmasters began to notice a decline in traffic to their sites and frantically tried to figure out how to fix it. But there were those who saw this as a chance. Cool SEO specialists and media buyers developed an ingenious strategy to circumvent the system. Using Reddit, they were able to...

To make your site better indexed in search engines and more convenient for mobile users, it is important to properly configure meta tags. This is one of the key points in improving the technical aspects of the site. Working with the Title meta tag The Title tag plays an important role for both search engines and users. It not only helps to promote the site, but also affects the perception of the resource. Here are some tips for optimizing it: Include the keyword that is most important for a particular page in the Title, focusing on its frequency. The length of the title should not exceed 60 characters, otherwise part of the text will simply not be visible in the search results. Do not duplicate titles from other pages of the site, each Title must be unique. Grab the attention...

Today's digital marketing world is becoming increasingly competitive, and this trend has been going on for several years. To stay afloat, you need not only to manage your advertising campaigns competently, but also to learn how to look into the future. This is where predictive analytics comes in - a powerful tool that helps to predict changes in user behavior and customize Google Ads to maximize your return. In this article, we will understand how trend forecasting helps to increase advertising revenues on one of the most difficult platforms to drive traffic. Predictive analytics in Google Ads: how does it work? Imagine that predictive analytics is a kind of "fortune teller", but much more accurate because it relies on powerful machine learning algorithms and artificial intelligence. It analyzes huge amounts of data, including past advertising campaigns, user behavior, seasonal spikes,...