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As search marketers, we spend a great deal of time analyzing search query data. And for good reason!

That’s how we recognize when we’re matching to irrelevant queries and can add negatives. Or how we discover new queries that we never even imagined.

Are we always looking for the right things though?

Often we are scanning our SQR reports looking for intent, product types, themes, and more. What deeper layers are there? What about clues to gender, age, or even sexual orientation?

Have we considered what values instilled in our brand that customers might be searching for?

What I’m alluding to is the concept of marketing with purpose.

The ideal of building trust and meaning with customers. The mindset shift from product-centric to people-centric.

Before we discuss tactics with Dynamic Search Ads, let’s cover the basics of marketing with purpose.

Why Consumers Trust Your Brand

Trust sits at the intersection of Values, Responsibility, and Inclusion:

Focus on Responsibility: How are you responsible to your employees, customers, community, and how you execute your marketing?

Lead with Values: How can you shift focus from products and services to what the people you serve value?

Trust is essential to driving business results and it’s essential to beginning a relationship with a customer. 85% of consumers say they’ll only consider a brand if they trust the brand

Building brand love and customer loyalty comes with authenticity. That’s right, the most important attribute in trust is authenticity.

Why Marketing with Purpose Matters

Stated simply: marketing with purpose forces you to think beyond what and who you know.

Are you set up to prevent data bias? Are your assumptions limiting growth?

There are numerous ways bias can enter ad campaigns.

It could be as simple as your assumptions – what you were taught or thought you understood to be true. Maybe you are using predictive analytics and the modeling forms a stereotype market segment of an ideal customer.

Over time your campaigns are optimized to this model and missing out on growth opportunities by not appealing to additional market segments.

Food for thought:

Men make car purchase decisions… Challenge that assumption! Women make these decisions, too. And how males and females arrive at that decision can and does differ.

Only women buy luxury handbags… Challenge that assumption! Could be a boyfriend shopping for a gift. Or a non-binary gender expressing woman buying for a partner.

Gender. Age. Sexual orientation. Geography. And much more.

The onus is on all of us to truly understand our customers and how our campaigns include or exclude them in keywords, ad or landing page copy, imagery, etc.

Use Dynamic Search Ads to Uncover Purpose-Themed Search Queries

Dynamic Search Ads (DSA) are a great tool for keyword discovery – especially within the scope of marketing with purpose.

DSA is a double-edged sword here, too.

Because DSA contextually matches to search queries based on the content of your website, you are discovering new search queries and learning how well your content speaks to your brand’s responsibility, values, and inclusion.

To get started:

1. Do Your Homework

What words define purpose for your business and brand?

Some examples:

Responsibility: trusted, respected, compliant, transparent, ethical, secure.

Values: sustainable, eco-friendly, black-owned, minority-owned, charitable, gives back.

Inclusion: accessible, LGBTQI, male/female/non-binary, gay friendly.

2. If You Haven’t Done so Already, Set up DSA Campaigns & Auto-Targets to Match Against Your Products or Services

Best practice for Dynamic Search Ads auto-targets is to start with a catch-all “all webpages” target.

Then proceed to add auto-targets that allow for more granularity.

For example:

Top-level categories (Shoes).

Sub-categories (Dress shoes).

Promotion/seasonal pages.

Pages that contain a specific word or phrase.

Pages that you DO NOT want DSA to match against (use as excluded auto-targets).

Leverage DSA page feeds to get even more granular.

3. Review the Search Query Data for Your DSA Campaigns Using N-Gram and Bigram Analysis

Start by filtering the search query data using the purpose words you pre-defined.

What relevant queries are surfacing that you are not currently bidding on?

What potential group of people is actively searching for your products and services that you previously had not considered in your marketing efforts?

What queries are not surfacing, but should be? This is a red flag for you to review your website content!

To start matching against desired purpose-themed search queries:

Make adjustments to existing content.

Create new content.

Adjust product and/or service names (more extreme, but may need to be considered!).

One additional step you can take with DSA performance data is to take a look at the dynamically generated headlines.

Is the headline message that was served a good match to the matched search queries?  Are they reflective of your values, responsibility and inclusion goals?

In Microsoft Advertising, there are 3 different reports you can pull for Dynamic Search Ads campaigns – by auto-targets, by category (your website), and by search queries.

You can add Headline, Final URL, and even Landing Page Title to all of these reports to better understand the relationship between website content, search query, and dynamic headline:

Dynamic Search Ads provide a powerful vehicle for keyword discovery and for putting marketing with purpose into practice in your workflow today.

How can you carry this into other marketing workflows? Into other channels?

It’s a big world out there full of ideas and a wide range of people and perspectives.

Marketing with purpose puts us a step closer to ensuring we reach them on their level and build trust together.

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Purpose And Characteristics Of Profit Center

Definition of Profit Center

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There are many divisions in any entity, while some divisions act as a support system for others such as accounting, others such as thesales department is capable of earning revenues through their activities. Based on the fact whether a department is capable of generating revenues through its activities, a department can be classified as a profit center or a cost center.

A department is said to be a profit center if its activities lead to the generation of revenue for the entity by the usage of resources of the company. On the other hand, a department or a division is said to be a cost center if it doesn’t contribute to the revenue of the entity.

Purpose of Profit Center

After identifying profitable and low-profit units in the organization accountants or management decides the allocation of resources and it lays down its future strategy to increase the revenue of theleast profitable unit. Also, management decides ceasing of certain activities altogether based on profitability and other factors.

Characteristics of Profit Center

The Profit center is treated as a separate unit or reporting segment in the organization.

As a separate reporting segment, it has its own accounting and calculation of profit and losses.

They are responsible for revenue generation in the organization.

They help in management decision making regarding fund allocation and devising of strategies.

How Does It Work?

The management is responsible for managing a profit center and they do have decision- making authority regarding their management. This work involves a lot of pressure as management needs to ensure that sales of products and services are always more than the cost. They make sure that the unit is profitable in each period either by increasing the revenue or optimizing expenses and sometimes using both the techniques simultaneously.

As mentioned earlier as well, the identification of profit centers is done basically to determine which divisions are most profitable in an organization which helps in root cause analysis behind the least profitable unit, funding allocation, and cutting out some activities forever.

Example of Profit Center

Let us take an example of a departmental store wherein different products can be categorized into different sub-units and thus different profit centers. Let us say the store had the following units:



Electronics goods

Seasonal goods like gardening kits or festivity related goods

Accounting unit

Therefore, the store can create profit centers for each unit separately, excluding the accounting unit, which will help the management in determining the contribution of each profit center to the revenue at the end of the period. The accounting unit is a cost center and not a profit center since it doesn’t generate revenues for the store.

Types of Profit Center

As a Department Within the Organization: These are profit centers that are small departments in the organization like sales division, investment division, etc.

As a Strategic Unit in a Big Organization: In a big organization with different sub-areas, profit centers serve as different strategic units and are used for segmental reporting purposes. For example, in bank different products like retail banking, wealth management, loans, and mortgages can be reported as separate units and are identified with different profit centers group.

Uses of Profit Center

Profit centers help in determining profits or losses as a separate unit of the organization.

They help in a further analysis like calculation of different financial ratios like return on investment, profitability ratios of the particular unit.

They facilitate management decision making regarding funding allocation, devising strategy for low-performing units, etc.

They help in determining the variances between the budgeted and actual cost thus help in budgetary control.


Advantages of the profit centers are as follows:

The profit center helps in devising strategies for low performing units by allocating resources, increasing or increasing revenues.

Profit centers reduce the burden of an organization by categorizing the units in most profitable, least profitable, and cost centers.

They help in segmental reporting wherever it is required and also helps in understanding the strengths and weaknesses of the particular unit.

The process of the fund and other resources allocation and indirect cost to profit centers is very complex and not highly accurate.

Sometimes decisions taken based on the performance of one profit center or unit may not be in the best interest of the organization as a whole.

It encourages unhealthy cross-unit rivalry or competition within the organization.


Profit center helps in the creation of a framework in the organization which helps in fair resources and funding allocation and increase profitability. But when an organization is looking out for converting its business units into profit centers, it should be careful while allotting the upper management, because if management is right the profitability of a unit will increase for sure.

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Dynamic Date Populate In Typescript

TypeScript is a strongly typed, object-oriented programming language that enables developers to write code that is cleaner and easier to understand. The dynamic date population theory in TypeScript is that a JavaScript application can automatically populate a calendar, list, or other types of display with the current Date, time, or other dynamic information. This allows developers to create user interfaces that automatically display the current Date, time, or other dynamic information without manually entering the data. This can be especially useful for applications requiring frequent updates or user interaction.

To dynamically populate a date in TypeScript, developers can use the Date object and its methods to set the Date to any given value. The Date object has a constructor that can be used to set the Date to a given value. Developers can also use the getTime() and setTime() methods to get and set the milliseconds since the Unix epoch, which can be used to set the Date to a custom value. Additionally, the setHours(), setMinutes(), setSeconds(), and setMilliseconds() methods can be used to set the Date to a more precise value. Finally, developers can use the toLocaleDateString() method to format the Date in the desired locale.

Using the Date() Constructor

You can use the Date constructor to use dynamic date populate in TypeScript. The Date constructor takes one argument, a timestamp (number of milliseconds since January 1, 1970), and returns a Date object. This Date object can then be used to manipulate and display data in the format you need.

For example, to create a Date object representing the current date and time, you can use the Date constructor without any arguments −

let current_date: Date = new Date()

You can then use the various Date methods to format the date the way you want. For example, the toLocaleDateString() method returns a string representation of the date in the local date format −

let local_formatted_date: string = current_date.toLocaleDateString();

The Date constructor can also take a string argument if you want to create a Date object from a formatted string. For example, if you’re going to make a Date object representing the date “January 1, 2023”, you can use the following code −

let specific_date: Date = new Date("January 1, 2023"); Syntax let current_date: Date = new Date() let current_month: number = current_date.getMonth() + 1 let current_day: number = current_date.getDate() let current_year: number = current_date.getFullYear() let formatted_date: string = current_month + '/' + current_day + '/' + current_year console.log(formatted_date)

The above syntax shows dynamic date populate in typescript using the Date constructor and getMonth(), getDate(), and getFullYear() methods.


In the example below, we have created a class named DynamicDate, and in the constructor, we declare a date object. This class has a method getDynamicDate() that returns a date string in a particular format; in this case, it is YYYY: DD/MM. This method uses getMonth(), getDate(), and getFullYear() methods of the Date object to get the month, Date, and year and format it as desired, and return the formatted string. If our application now requires the mentioned string date format, then we can directly use this DynamicDate class, and it’s the getDynamicDate() method.

class DynamicDate { date: Date constructor(dateString) { chúng tôi = new Date(dateString) } getDynamicDate() { let current_month: number = + 1 let current_day: number = let current_year: number = return current_year + ': ' + current_day + '/' + current_month } } let dynamic_date: DynamicDate = new DynamicDate('January 1, 2023') let formatted_date: string = dynamic_date.getDynamicDate() console.log(formatted_date)

On compiling, it will generate the following JavaScript code −

var DynamicDate = /** @class */ (function () { function DynamicDate(dateString) { chúng tôi = new Date(dateString); } DynamicDate.prototype.getDynamicDate = function () { var current_month = + 1; var current_day =; var current_year =; return current_year + ': ' + current_day + '/' + current_month; }; return DynamicDate; }()); var dynamic_date = new DynamicDate('January 1, 2023'); var formatted_date = dynamic_date.getDynamicDate(); console.log(formatted_date); Output

The above code will produce the following output −

2023: 1/1 Example

In the example below, we have created a class named DynamicDateLocal, and in the constructor, we declare a date object. This class has a method getLocalDateFormat() that returns a date string in a particular format. This method returns a formatted string using the Date object’s toLocaleString() method. This method returns a formatted date string based on the user’s local date time formatting.

class DynamicDateLocal { date: Date constructor(dateString) { chúng tôi = new Date(dateString) } getLocalDateFormat() { let formatted_date: string = return formatted_date } } let dynamic_date: DynamicDateLocal = new DynamicDateLocal('January 1, 2023') let formatted_date: string = dynamic_date.getLocalDateFormat() console.log(formatted_date)

On compiling, it will generate the following JavaScript code −

var DynamicDateLocal = /** @class */ (function () { function DynamicDateLocal(dateString) { chúng tôi = new Date(dateString); } DynamicDateLocal.prototype.getLocalDateFormat = function () { var formatted_date =; return formatted_date; }; return DynamicDateLocal; }()); var dynamic_date = new DynamicDateLocal('January 1, 2023'); var formatted_date = dynamic_date.getLocalDateFormat(); console.log(formatted_date); Output

The above code will produce the following output −

1/1/2023, 12:00:00 AM

Dynamic Date populates in TypeScript is a very helpful functionality where our application requires changing the date formatting repeatedly based on certain conditions or areas. If the application requires different formatted strings in different areas, we can declare different methods for getting different formatted date strings.

Build A Brilliant Google Ads Audience

If you’ve been working with Google Ads/AdWords for a while, you know that it’s great for targeting intent.

But “the almighty keyword” is losing its potency.

Not because keyword targeting isn’t effective, but because Google Ads is pivoting away from contextual and keyword targeting in favor of audiences.

As we lose control of precision matching, we have two (seemingly) less-desirable options: Get better at audience-first targeting, or lose market share to those who do.

But, done right, Google Ads audience targeting is a great way to reach – and generate demand among – your target market.

So, let’s look at what’s changing and how to win in the new “audience first” landscape – even if you’d prefer to stick with keywords.

The Upside Of Audience-First For Alphabet

Whether or not a keyword-less approach is in your company’s best interest, it’s certainly working well for Google’s parent company Alphabet.

This chart shows reported annual revenue (in billions), with an overlay of the release of non-keyword products.

Google’s success is obviously due to more than just keyword-less ad offerings. But the expansion of its inventory is non-trivial.

Our prospects spend far less time Googling a product than they do not Googling a product.

Your audience at any given time:

This expansion is great for Google’s bottom line, but how about yours?

Here’s a step-by-step look at how to build an audience-first strategy that keeps you competitive.

Create An Audience-First Strategy

An audience-first strategy isn’t entirely different from an intent-first strategy, but you’ll need to reframe how you target your prospects.

Define Your Campaign Objectives

The campaign’s goal reveals the best approach to take with strategy and targeting. Consider this frequently-asked audience question:

“Should I exclude remarketing from the audiences in my campaign?”

If the purpose of your campaign is to reach new audiences, then it would make sense to exclude prior visitors or customers.

If, however, the objective is to reach people who are familiar with your brand, then this exclusion would be fatal for that campaign.

Knowing your objective will make successful audience selection much easier to think through.

Define Your Audience And Segments

No, we’re not going to imagine a specific user avatar, what color shirt they’re wearing, and what they ate for breakfast this morning.

Instead, consider the attributes that make your audience unique in how they shop for, value, or use your product or service.

Consider things like:

Who they are.

Why they’re that way.

How they’re solving their problem today.

You generally won’t find these answers in your Google Ads data.

It requires work outside of the platform (such as surveys or interviews) to research the characteristics of your customers.

Let’s say you’re selling plant-based (vegan) burgers.

Your audience might include multiple segments:

Beef-lovers who need to reduce their red meat consumption or want to try something new.

Devout vegetarians who want an alternative to dry black bean patties.

Those two groups have different desires, motivations, and alternative options.

They’ll respond best to different messages, and possibly different landing pages and offers.

We’ll need a segmented message strategy for the best results.

Build Your Audiences And Segments In Google Ads

Once you know who you’re trying to reach, you need a plan to reach them.

To reach vegetarians who might enjoy our plant-based burgers, we could target:

Screenshot from Google Ads, April 2023

The audience segment types available in a specific campaign will depend on the campaign type or network you use.

For example, you can target Life events (such as marriage, graduation, or moves) on Display, but not Search.

You can create new segments from Audience manager or directly in your campaign or ad group from the Audiences tab.

Create Distinct, Specific Ad Groups And Campaigns

An exception to this rule is Search campaigns, where intent is strong, and audience segments can be layered into keyword targeting without separating them completely:

But for non-Search campaigns, your audience segments are filling-in for keyword intent, so you’ll want to keep distinct segments separate.

Create Ads Targeted For Your Segments Track And Optimize Your Segments

You can stack multiple, similar segments within an ad group.

If the same person matches more than one segment, Google Ads uses this hierarchy for which audience type gets the credit:

You’ll also find a lot of audience segment data in Audience Manager.

Segment members.

Match rate.

Network eligibility (including segment size).

Segment distribution.

Segment use.

Evaluate your audience performance and edit your settings to optimize and improve your campaigns.

“Don’ts” Of Audience-First Targeting

Don’t target arbitrary attributes. Build audience segments and targeting around meaningful attributes, not arbitrary observations. Categories like age and gender are easy to track, but typically won’t define your market.

Don’t “set it and forget it.” Just like keyword optimization, audience optimization is an iterative process. Pay close attention to overly-broad terms in your custom segments.

“Do’s” Of Audience-First Targeting

Do expect a learning curve. Google Ads has been evolving its functionality and terminology over the last several years, making it feel new and unfamiliar. Be patient with yourself as you (re)learn the ropes.

Do know the rules. Your industry, government restrictions, and other requirements will impact whether and how you can market. Review Google Ads support documentation and updates regularly, so you can stay in the loop.


An audience-first strategy for Google Ads will help you prospect and reach your target market.

Knowing how to group and speak to individual market segments will improve your performance and increase your chances of success.

More resources:

Featured Image: Alones/Shutterstock

Dynamic Tooltip In Power Bi With Embedded Charts

I want to show you an awesome trick for the visualizations in your reports. You can use a dynamic tooltip in Power BI to highlight your visuals. This has been a relatively recent update embedded into the Power BI suite. You may watch the full video of this tutorial at the bottom of this blog.

When I did the challenge myself, I went for a totally different route from Paul Ross who utilized this dynamic tool tip in Power BI.

I thought that this was such a unique way to showcase information. This is a really cool technique when you’re showing a table.

You’ll see that within the tooltip itself, you can see the key information about the patient. We used a patient data set for this challenge, so we get to see the overview of a particular patient and their visits to an optical clinic.

Let’s say we’re on a call with the patient and we want to see granular details like their left eye and right eye scores. We can quickly see the information we need to answer with this type of report.

So how do you actually create this visualization? You can do this within the table visualization.

Previously, when you go to the Tooltip section and turn it on, the default option used to pop up. But now you can actually bring up a report page.

Once you select the Report page option, it will show you the pages that you can bring into the tooltip. In this example, we choose the page called Patient Tooltip.

If we go to the Patient Tooltip page, you’ll see below that this page is actually hidden when you’re online.

If you choose Tooltip, this will show up on the main page. After that, you’ll just need to work on the different metrics that you want to show.

On the top is a table with some check and x marks that show if they’re a Driver, Smoker, Private, or Subsidized.

Below that is another table with a range of other information about the patients, which came from the appointment table.

The entire table visualization was made using data bars in conditional formatting. Once you’re able to embed this type of visual into your own data sets and reports, consumers can easily see this dynamic information.

So once you’re done with the metrics and format, go back and switch to the Report Page and Patient Tooltip (which we’ve already done earlier).

You can also customize a few things here to change the overall look of your report.

Now, when you hover over the name of a patient, it showcases their information. This is an incredible feature that I’m confident not many of you are using.

There are many different ways you can use this technique. You could use this in a bar chart or donut chart to showcase trends. You can incorporate this into your line charts to show your cumulative totals.

Aside from the tooltip in Power BI, another awesome feature of this report is the ability to drill through another page that showcases patient information like eye test scores over time.


In terms of ease of use, there are many positives in this report. There’s the ability to drill into certain aspects of patient information. When you’re talking to a patient over the phone, you can see all this information quickly.

This is a great job from Paul who submitted this for the Power BI challenge. I’m relatively confident that Paul learned a lot by actually participating. And that’s what I recommend you do as well.

Simply visit the Enterprise DNA forum to check out the historic challenges and submissions. There’s so much to learn just by reading this stuff, and it’s also important to get involved as well. The Power BI challenges in the forum is probably one of the best learning experiences that’s out there at the moment.

How To Put Ads On Youtube (With Pictures)

Product and brand consideration: This goal helps influence people to consider your product or brand while researching your specific category of brand or product.

Brand awareness and reach: This goal helps you build name recognition.

Standard Awareness: This subtype is available for the “Brand awareness and reach” goal. It helps reach viewers on YouTube and across the web with compelling videos.

Outstream: This subtype is also available under “Brand awareness and reach”. It is designed to reach people on the smartphones and tablets.

Standard consideration:This subtype is available under the “Product brand and consideration:” goal. This subtype is designed to connect users to your brand through videos that drive interactivity.

Type a name for the campaign. There is a line at the top of the page labeled “Campaign name”. Use this line to type the name of your campaign.

Under “Daily”, you can also select a delivery method. “Standard” spends the same amount throughout the duration of the ad campaign. “Accelerated” spends more money at the start to drive up views quickly.

Select a network. There are two network types for YouTube. “YouTube search results” only displays the video in the search results on YouTube. This option does not display the ad before or during a YouTube video. “YouTube videos” displays the video in the search results and on other YouTube videos.

Select a language (optional). It is set to “All languages” by default. You can leave it as the default, or use the line to type the language your customers speak.

Select a bidding strategy. There are two types of bidding strategies for YouTube videos. You can select “Maximum CPV” for the maximum you are willing to pay per view. Maximum CPM sets the maximum you are willing to pay per every thousand times your ad is shown.

Set the content filter. The content filter allows you to exclude what type of content you don’t want your ad to be shown along side. You can select the standard filter, or you can select specific sensitive content you don’t want to be associated with, or select a digital content rating. You can also opt out of Embedded YouTube videos, Live streaming, or Games.

Select devices. There are two types of devices you can select. All devices displays the ad on any and all devices. “Specific targeting for mobile devices” allows you to target specific devices and operating systems.

Type the maximum bidding for your ad group. Depending on what you selected earlier in the setup process, you can select the maximum CVP or CPM.

What they are actively researching and planning: This drop-down menu includes two sub-menus. “In-market audiences” and “Life events”. The later includes three selections; “College Graduation”, “Marriage”, and “Moving”. “In-market audiences” includes categories such as; “Apparel & accessories”, “Autos & Vehicles”, “Baby & Children’s products”, “Consumer electronics”, “Education”, “Dating Services”, “Financial services”, “Home & Garden”, “Sports & Fitness”, “Software” and more.

How they interact with your business: This sub-menu currently has no selections at this time.

Topics: This drop-down menu includes a variety of checkboxes for topics. These topics include; “Arts & Entertainment”, “Books & Leisure”, “Beauty & Fitness”, “Autos & Vehicles”, “Computers & Electronics”, “Business & Industrial”, “Food & Drink”, “Games”, “Hobbies & Interests” and more.

You video ad must be uploaded to YouTube. Other video streaming formats are not allowed.


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