72: Rand Fishkin - Why paid advertising sucks in 2024

If you spend money on paid ads, chances are that you’re being taken advantage of. The biggest providers do it to you because they can and they optimize their systems more and more towards it.Rand Fishkin and me discuss the challenges and limitations of paid advertising, the role of AI in marketing, the importance of organic initiatives and why you can’t skip good quality audience research.TakeawaysMany marketers spend money on ads that are shown to people who would have converted anyway.The b...