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The Droid Incredible is, well, Incredible

At the beginning of the year, Google called a group of reporters and analysts to Google HQ to announce a new phone, the Nexus One. A joint effort of HTC and Google, the N1 was a slim device, running a speedy Snapdragon processor and an AMOLED display. Running the latest version of Android, 2.1, it was state of the art, at least for January.

The biggest problem of the Nexus One, in my opinion, is that it runs stock Android and while 2.1 was nice, it lacked so many things that vendors like HTC had brought to the market with their Sense UI built on top of Android. T-Mobile’s 3G network coverage also left much to be desired (there’s now an AT&T version of the N1 for sale as well.) Wouldn’t it be great if there were a version of the N1 that ran HTC Sense and perhaps was on the Verizon network as well. A super Droid if you will. Well, good things come to those who wait and over the last few days I’ve been testing the Droid Incredible by HTC, running on the Verizon network, and it delivers.

Like the Nexus One, the Incredible is among the speediest Android device I’ve ever used. Even running HTC’s Sense UI, there’s no lag and the interface is as fast and fluid as it was meant to be. Switching from panel to panel is smooth. The overall coverage and speed of Verizon’s network mean that information flows quickly as well so the screens are constantly updated in real time. Sense UI fixes many glaring issues of the Android platform, most notably Exchange integration. With full support of the ActiveSync protocol, it’s easy to get your contacts, calendar and mail on the device. Why Google still doesn’t offer real support for Exchange is a mystery to me but HTC delivers with the best support of the platform making their devices my recommendation for users who need that functionality. Support for full social media integration with Facebook and a built-in Twitter client make the device all that much more useful to me.

I still have issues overall with the Android platform. Applications are still limited to internal storage, which means there still are few, if any, Android games worth playing. Security remains an issue with no support for passwords or local encryption and there’s still no native PC sync to get my content on the device beyond the cloud. That’s disappointing and until these issues get resolved, it’s hard for me to see how Android makes the leap from the enthusiast to the mass market, even with all the HTC enhancements. The good news is the platform is getting better and better over time; the bad news, it’s not fast enough.

Android is now a force to reckoned with in the mobile space and the Incredible is currently what the state of the art looks like. If you’ve been waiting for the Verizon version of the Nexus One, wait no more, the Incredible provides a better experience with all the hardware and Android 2.1 goodness but now with the powerful addition of Sense UI layered on for good measure. This is now the flagship device for Verizon users.

Although Android still feels like an enthusiast platform the Incredible takes us one step closer to a true mass market and mainstream device.

Looking for a second-opinion? Check out our comparison review of the Verizon Droid Incredible by HTC.

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The Incredible Opportunity For Real World Asset Tokenization In Defi

Decentralized finance protocols emerged as a powerful force that attracted thousands of new users into the crypto space in the “DeFi summer” of 2023. There was an explosion in the popularity of DeFi apps focused on crypto lending and borrowing, stablecoins, automated market makers, token swaps, synthetic assets, derivatives and more. 

The total value locked in DeFi, which can be thought of as its total capital under management, hit an incredible $248 billion by the end of that year, driven by rising asset prices and a flood of new users in the space. DeFi’s TVL was boosted by an increase in liquidity mining protocols, which boosted yields by paying out rewards in the protocols’ native cryptocurrencies. 

However, as we saw, the market showed itself to be unsustainable as “crypto winter” emerged at the beginning of 2023. Token prices declined sharply, and the rewards for DeFi users diminished. For instance, the lending rate of the stablecoin USDC peaked at 18% on Aave in December 2023, but has since fallen to just 0.75% today. 

The fall in DeFi has resulted in investors fleeing to the safety of traditional investments, such as US Treasury bonds that currently yield around 5%, thanks to the Federal Reserve’s decision last year to abandon its policy of zero interest rates. As a result, TVL in DeFi has fallen dramatically, to just $46.5 billion today.

RWAs Attracting Fresh Capital

Some DeFi protocols have hit upon the concept of “real world assets”, or RWAs that can serve as collateral or new investment opportunities and entice more capital. RWAs come with the promise of more consistent returns for investors. 

The concept of RWAs has been around for a few years but it’s only recently that the idea has matured. Asset tokenization refers to bringing real world assets such as private equity, credit, bonds, commodities, real estate and art on-chain. Essentially, they can be represented on blockchains as tokens, enabling fractional ownership. 

DeFi protocols benefit from RWAs because they can tap into a new class of investors who are unfamiliar or even averse to the idea of crypto. Before RWAs emerged, DeFi protocols could only accept cryptocurrencies such as Bitcoin and Ethereum as capital, limiting them to a very small number of investors. By accepting tokenized assets, DeFi protocols reduce the risk faced by investors and lenders. In other words, RWAs make it possible for a much larger class of investors to access DeFi opportunities.

The Leading Players

In order to remain attractive, DeFi is required to offer more attractive yields than traditional markets. A new breed of DeFi protocols, including Maple Finance, Creditcoin and Centrifuge are doing exactly that. They all use RWAs to pool funds from investors and lend them out, generating yield in return. 

Maple Finance has created a platform that enables institutional investors access to undercollateralized loans. It’s based on the idea of lending pools that anyone can invest in. The lending pools are underwritten and managed by pool delegates, who are credit professionals tasked with sourcing institutional borrowers. The pool delegates also structure the terms of each lending pool. Investors can choose to deposit their funds into any lending pool they wish, essentially lending their crypto assets in return for the chance to earn yield. To date, Maple Finance claims to have lent a total of more than $1.8 billion through its lending pools. 

Creditcoin meanwhile is a credit network that’s focused on facilitating loans to businesses in emerging markets, including those that are underserved by banks. Creditcoin works by matching investors and lenders with fundraisers or borrowers that have matching loan conditions. The basic premise is that Creditcoin is able to reduce the costs associated with verification and risk assessment by using blockchain to immutably record credit transaction events. Therefore, lenders can access the on-chain history of borrowers to assess the potential risks, making more informed decisions over who to lend to. 

It’s a transparent ecosystem that enables DeFi to shed its traditional overcollateralization requirement for borrowers. Creditcoin empowers investment in RWAs by directly connecting investors to junior tranche debt opportunities. This secured, subordinated debt provides lenders with the capital required to extend credit to the estimated 1.4 billion unbanked or underbanked people in the world. Meanwhile, investors can earn yields of up to 20% APR. To date, Creditcoin has facilitated more than 3 million transactions worth a combined $70 million in value. 

While Creditcoin is more focused on credit, Centrifuge enables a much wider gamut of RWAs to be brought on-chain, including things like invoices and real estate. It operates a marketplace known as Tinlake that allows borrowers to convert their RWAs into non-fungible tokens or NFTs. These tokens can then be used as collateral to create asset pools, enabling investors to provide capital in a secure way. 

The potential impact of RWAs on DeFi is astonishing. For instance, one estimate valued the world’s real estate market at $327 million in 2023, while non-financial corporate debt was said to exceed $87 trillion last year. These are just two examples of the enormous, multi-trillion dollar global markets that could explore RWA tokenization. 


Investors should exercise caution when considering RWA-based DeFi opportunities. In particular, one should investigate the track record of any DeFi protocol to understand the risk involved. They should consider the underwriting process employed and its due diligence process, as well as risk management strategy. What are the collateralization requirements? Do they have any backstop mechanisms in place, or access to insurance in the event of repayment defaults? 

As with all investments, there are inherent risks. Maple Finance suffered a default on a $36 million loan in December 2023, when the borrower suffered losses due to the collapse of the FTX cryptocurrency exchange. Maple Finance responded by launching a new protocol, version 2.0, introducing a more rapid liquidation process for loans that default. 

The Incredible Journey Of A Crypto Millionaire: Unveiling The Dogecoin Price Trade

So, if you were dreaming of becoming a millionaire with DOGE in 2023, it might be time to rethink that plan. But don’t worry! There are other coins like Wall Street Memes ($WSM), Thug Life ($THUG), and Chimpzee ($CHMPZ) that might give you some serious gains and help you reach that millionaire status. 

Seeking Millionaire Status? Look Beyond DOGE and Invest in These Cryptos

If we take a look at the Dogecoin price chart, it’s pretty clear that DOGE is trading way below its all-time high. In the past six months, it hasn’t even managed to cross the $0.1 mark. That’s definitely a disappointment for investors. But suppose if DOGE miraculously returns to its all-time high of $0.7376, you would need more than 1.3 million DOGE tokens to become a millionaire.

Now, here’s the catch. As of today, you can buy that exact amount of DOGE for $89k. That’s the price you’d have to pay now to potentially become a millionaire in the future if DOGE manages to reach its all-time highs again. 

But, and it’s a big but, there are no guarantees in the crypto world. We can’t say for sure if DOGE will go up in 2023 or beyond. Of course, having support from influential people like Elon Musk could possibly give it a boost, but nothing is certain. 

But there’s still hope! There are some other amazing cryptocurrencies out there that could still make you a ton of money, maybe even millions. So, let’s dive into exploring those options and see what potential they hold for your investment journey!

1. Wall Street Memes ($WSM) – Your Ticket to Hilarious Crypto Wealth and Community Rewards

Wall Street Memes ($WSM) has taken the crypto world by storm, thanks to its clever fusion of internet culture, meme-based humor and the financial industry. You’re in for a hilarious and satirical take on the traditional financial system, all while diving headfirst into the captivating world of cryptocurrencies, particularly meme coins.

Now’s the perfect time to get involved because the $WSM token is currently in the highly affordable presale phase. With nearly $14 million already raised, it’s clear that this project has captured the attention of eager investors like yourself.

Here’s what makes it even more enticing: 50% of the total token supply is exclusively reserved for the presale, ensuring you have a golden opportunity to secure your share. Plus, they’ve set aside 30% for exciting community rewards that could land you some impressive bonuses. To ensure smooth trading, the remaining 20% is evenly distributed for liquidity across both centralized and decentralized exchanges.

The hype surrounding Wall Street Memes is absolutely electrifying! Don’t miss your chance to join in the fun and possibly unlock the doors to the exclusive millionaire’s club. 

2. Thug Life ($THUG) – Embrace the Rap Culture Revolution and Potentially Unlock Millionaire Status

Thug Life ($THUG) is raising the meme coin experience a whole new level of excitement with rap culture inspiration! Unlike DOGE, which might not be doing so well, Thug Life is a movement designed to provide comfort and support to those who have been deceived by influencers promoting worthless projects. 

The buzz around Thug Life is skyrocketing, and it’s not hard to see why. With its recent presale launch, this coin is gaining momentum at lightning speed, attracting enthusiastic investors looking for something fresh and enticing.

Everyone wants to know more about this awesome project, especially since Snoop Dogg is rumored to be involved. Snoop’s central role in this project can spark immense curiosity, increasing your chances of becoming a millionaire.

Investors are eagerly awaiting the listing of $THUG on decentralized exchanges, as it’s bound to have an instant impact on the price. Don’t miss out on this golden opportunity to secure your share of this incredibly intriguing meme coin before it’s too late!

3. Chimpzee ($CHMPZ) – Unleash Your Inner Environmentalist and Earn Crypto Rewards

Chimpzee ($CHMPZ) is a revolutionary green meme coin that goes the extra mile by dedicating itself to combating climate change and protecting precious species.

Here’s the exciting part: not only can you generate passive income through shopping and investing in their presale events, but you’ll also be contributing to wildlife conservation and environmental causes. Chimpzee uses the power of Web 3.0 platforms and features to create an ecosystem where a portion of profits from each channel goes to charities and organizations fighting climate change and saving animals.

And that’s not all! If you’re a gamer, get ready for an exhilarating Play-to-Earn (P2E) game that takes a stand against those who harm nature. By actively participating in the game and holding $CHMPZ, the native token of the ecosystem, you’ll position yourself for significant profits.


DOGE might have hit a roadblock, but don’t worry! You can still gain huge profits from these coins. Get into $WSM, where finance meets humor. There is also $THUG, which is all about embracing rap culture. And let’s not forget $CHMPZ, the green meme coin that’s fighting to save our planet. 

7 Common Problems With The Motorola Droid Turbo And How To Fix Them

The Motorola Droid Turbo, a device exclusively available from Verizon, takes everything you may love about the Moto X, and pushes it to a whole other level. With a higher resolution display, better camera, a larger battery, and a more powerful processor, it’s no wonder that consumers have been looking forward to the latest addition to the Droid line. That said, just like any other smartphone available today, this device is not without its issues. Today, we will be focusing on some of the most common problems that Droid Turbo users have been experiencing, while providing some possible solutions on how to fix them.

Disclaimer: Not every user of the Droid Turbo will face these issues, and it is quite likely that you won’t come across any of the problems listed below.

Go to Settings- Wi-Fi then tap the menu option. Go to Advanced and check that Wi-Fi is set to be kept on during sleep “Always”, and turn off mobile data.

Look at the different applications on the device and try to find out which one is using the most data. Google Maps can utilize a lot of data if it is accidentally left open.

It is stated that the data level recorded by the device may be different from what the carrier bills, but be sure to contact Verizon to clear things up if there is a large discrepancy.

Turn off all Moto Active settings

Even if you are outdoors with no Wi-Fi connection, make sure that it is turned off so the device is not continuously searching for a signal. If there is a Wi-Fi connection, switch the band on the device from 2.4 GHz to 5 GHz.

Problem #3 – Voice command doesn’t work

A number of users have experienced issues when trying to use the voice command to call someone on their phone. Often, this problem occurs when attempting to use Bluetooth and results in a “Didn’t catch that” response.

Potential Solutions:

Try switching to a different voice command application, such as Cyberon

Create nicknames for names that do not register properly. In People edit the contact by tapping add another field – choose nickname.

Use the launch phrase for Moto Voice, followed by the dialing command, without using Bluetooth.

Hold the volume all the way down to low, and then raise it back up.

Go to Settings – Sound Settings – Audio Effects and turn of the equalizer for the phone speaker.

Turn off Audio effects and “Voice Privacy.”

Try using the Slider Widget application to gain better control over all available volumes. Some are automatically turned off by default.

Save all important data and perform a hard reset.

Drain the battery, then leave it plugged into the turbo charger for a couple of hours, before turning it back on. Do this twice.

Turn the phone off and charge it with the turbo charger overnight. This should re-calibrate the battery meter.

Try using an application such as Advanced Battery Calibrator to reset the battery file.

Problem #6 – Issues with restart

Sometimes, the Droid Turbo thinks it’s upgrading every time a user attempts to turn the phone off and back on. This means that it takes a long time to start the device back up, as it is constantly re-optimizing all applications.

Potential Solutions:

If you switched to ART runtime, return to Dalvik.

Try booting into Recovery mode and clearing the cache partition

Backup any important data and perform a factory reset.

Go to Settings – Wi-Fi and ensure that Wi-Fi is set to stay on during sleep mode.

Ensure all firmware is updated. On both the router and the phone.

Make sure the phone is updated through Settings – About Phone – Software Updates.

Make sure the MAC address for the phone can be recognized by the router.

Factory reset the phone.

Here are the guides on how to factory reset the Droid Turbo, and how to clear the cache partition.

Factory reset:

From your home screen, tap Apps – Settings

In Personal, tap Backup & Reset

If you want to check whether an issue is caused by an application, uncheck the box marked “Automatic Restore”

Select Reset phone

Enter the passcode or pattern.

Select “Erase Everything”

The device should reboot

Clear the Cache Partition:

Turn the phone off and press the volume down key for three seconds, followed by the power key, then release.

The device should display “Boot options”. Use the volume down key to move to “Recovery” and tap volume up to select.

You should see the Android logo with a red exclamation mark.

Hold the volume up key for fifteen seconds, then tap and release the power key.

Use the Volume down key to move to “wipe cache partition” and the power key to choose this option.

The device should reboot automatically and start the power-up sequence.

Should Science Make Us Better Than Well?

by John MacNeill

another way of saying “afflicted with roughly the same diseases as everyone else.” But as we’ve seen in this special issue, we are belly-flopping our way into a world in which more and more medical interventions hold the promise of making us better than well, to borrow a memorable coinage from Peter Kramer’s 1993 book Listening to Prozac. We’re working on an entire suite of biological enhancements: smart drugs to improve memory beyond normal, doping methods that promote muscle growth by inhibiting certain proteins, gene therapy to stimulate the birth of neurons in the brain to above-normal levels. If you can imagine it, some scientist is mucking around in it. I know this firsthand. In my lab at Stanford University, we’re developing gene-therapy approaches to, among other things, transfer genes into the hippocampus–an area of the brain involved in learning and memory–with the goal of making a rat learn better under stress, a state that typically impairs cognition.

What we’re really talking about here is becoming above average, and that’s where things get tricky. The average person often has trouble with the mathematics of averageness. So even though air travel is safer than traveling by car, most people fear the former more than the latter because people like to be in control and because the average person considers himself to be a better-than-average driver. Or there’s the physician who ignores findings in clinical research in favor of her gut feeling, because the average physician thinks she is a better-than-average physician. And then there are the mathematically challenged social critics who sincerely believe that our schools should be producing nothing but above-average children. The ideal of fostering an above-average society is, by definition, doomed.

Still, with an imagination steeped in science-fiction literature–and a deep-rooted trust in our ability to solve humanity’s problems–it’s not hard to dream up fanciful ways in which science will make us better than well. But I think it’s a good idea to consider whether this sort of tinkering is a good idea. What are some of the worrisome aspects of us White-Labcoat Guys futzing with our bodies and minds? A partial list:

the Spurs, with their prosthetic forearm extenders. Who cares? It’s as exciting as watching to see if the PC team defeats the Macs at virtual synchronized swimming.

There is nothing intrinsically wrong with making us better than well, but there are certain lines that should not be crossed. One boundary I hear often is that we should not alter the normal chemistry of the brain. In this scenario, it would be fine to perform gene therapy in, say, the bladders of aging men, to banish the inevitable increase in what a polite doctor might call urinary urgency, so that middle-aged men would need to go to the bathroom only once a day, at exactly noon. The problem with this “keep the brain sacrosanct” strategy is that we already alter the brain’s neurochemistry all the time. The average person who has gotten no sleep the previous night is pretty useless–unless she makes herself neurochemically better than well with the timely ingestion of a cup of caffeine.

Another popular do-not-cross line involves inheritance: We should not manipulate the germline, which would allow hardwired genetic changes to carry on to the next generation. In this view, if you want to splurge for cosmetic surgery to get some fancy neon antler implants, that’s your puzzling prerogative. Just don’t manipulate your germline so that you pass on the antler trait to your kids.

But couldn’t controversial science also determine what traits are not passed between generations? Consider Tay- Sachs, a congenital disease in which massive deposits of lipids build up in the brain, destroying it–and the child–within a few years. Most people would agree that this constitutes a less-than-well disease state, and they would be comfortable with prenatal screening to eliminate the disease from the gene pool. But what about other ideas for manipulating the germline by elimination? It is generally considered an example of “well” to be able to have healthy children. But in parts of China and India, being guaranteed to have a healthy boy would count as better than well. Is it OK to determine the gender of a child through in-vitro techniques, allowing only a certain type of sperm to cozy up to an egg?

Once we have the means to make someone better than well, what should we do with that ability? Suppose Big Pharma develops a smart drug to manipulate cognition so that an individual thinks better and learns better under stress instead of having those abilities impaired. What’s wrong with that? As I mentioned, my lab is working on this; to me it seems like a good idea to give such a drug to safety workers whose actions could determine whether the next Chernobyl occurs. But should it be something a student can take in preparation for an SAT exam? How about the stressed-out death-squad commander making a snap decision as to how best to ethnically cleanse a village of civilians?

The great promise of technology in Western civilization is that it will make all our lives better. It’s a nice sentiment, but it rarely works this way. In their book The Axemaker’s Gift, James Burke and Robert Ornstein document how most technological innovations have done precisely the opposite of leveling the playing field, concentrating more power into the hands of the few, starting with the first dawn-of-man guy to invent a really good cudgel.

The same applies in medicine. It is those high on the socioeconomic ladder who are most likely to hear about a medical innovation, to understand its implications, to have a cousin whose friend’s sister can get them at the top of the list to receive it, and to be able to afford it (whether thanks to health insurance or deep pockets). During the past few decades, the U.S. has had an unprecedented economic boom, has been at the core of the biotech revolution, and has spent the highest percentage of its GDP on health care of any country on Earth. Despite that, we rank something like 29th in life expectancy, in large part because we’re moving in the direction of a dichotomized nation–where our urban poor are elderly by age 60, crippled with heart disease, obesity and diabetes, while our wealthy septuagenarians are wrestling with the decision of whether to go for the knee replacement this close to ski season. The best of our biomedical science doesn’t always trickle down very far.

Before you opt for prosthetic x-ray eyes or genetically engineered opposable big toes–or whatevers –to make you better than well, you have to have de-cided what constitutes well. And this is where we, as individuals and societies, have a pretty bad track record of making sensible judgments about what counts as normal. For example: In the early 1990s a hormone called leptin, which suppresses appetite, was discovered. People went hog-wild at the news, assuming that we’d found the magic fat pill for society at large. As it turns out, though, most overweight people don’t suffer from a shortage of leptin.

There are certain people, however, who have a mutation resulting in extremely low leptin levels. An article in the journal Science reported on three Pakistani families whose members were described, in an unexpected departure from scientific argot, as “chubby.” You know what happens next–in swoops the Leptin SWAT Team to give these people synthetic leptin, suppress their appetites, melt away their chub, propel them toward a successful life of winning elections, having strings of highly publicized affairs with glitterati, appearing on the cover of People, et cetera.

This is a disturbing domain. We are already in a world that promises ways to make people better than well with a nose job, breast implants, cosmetic products to straighten out their kinky hair, or tanning salons to keep them bronze year-round. Such modifications sometimes do wonders for the quality of someone’s life. But we don’t need fancier science to be even better at egging on and then accommodating people’s insecurities or their shame at who they and their people are.

Which brings us back to the mathematical difficulties so many people have with averageness: No matter how marvelous the state-of-the-art science, no matter what miracles are accomplished by my kindred Bio-Elves of the Laboratory, the majority of society will still not be able to be taller than average, smarter than average, more beautiful than average, and so on.

I think it’s scarier than average.

Robert Sapolsky is a professor of neuroscience at Stanford University, a MacArthur “genius” Fellow, and author of five books, including Why Zebras Don’t Get Ulcers.

Remember When Keywords Mattered Most In Ppc? Well, That’s Changing

Keywords – the most important thing to you in search – is going the way of the Old Yeller.

You had to make sure your keyword list was as robust as possible, looking at both long tail and short tail, because without that extensive keyword list, your coverage (this is pre-close match variants) could be limited.

For a fun time, go find your nearest search OG (anyone that has been doing this since 2007 or earlier), and ask them what “bid jamming” is.

Then pull up a chair and let them ramble for 2 hours.

Fast forward to today and all you can hear in the back of your head is Google Ads and Microsoft Advertising, laughing at your attempts to build a keyword list.


Because keywords in SEM are starting to serve less and less value.

Think of them as having the lifeguard at the swimming events in the Olympics, a “nice to have, but not necessary.”

The Era of Keywordless Search

So where’s the evidence keywords have less value?

Most of us (especially SMBs) are already going through the keyword SEM life.

Let’s review the examples.


The little local listings/review search platform.

More specifically, the local search platform that the big G, for some reason, just cannot seem to overtake.

There isn’t really much to manage.

Seem like a waste/pointless/poor example?

Well, remember, just about every restaurant under the sun is on Yelp – not to mention service-based operations.

Still need more proof that keywords are going the way of old yeller?

Well, let’s talk about…

Microsoft Advertising

Surely, they would never surrender keywords on me, right?


Don’t take it that I dislike Bing/Microsoft.

In fact, I am a huge fan of their work in certain verticals, especially healthcare (see one of my prior articles: Why Bing Should Be First in Your Healthcare Search Strategy [DATA]).

That said, they too, have headed in the world of keywordless search.

Bing gets you at three different angles (just off the top of my head):

Shopping/Product Listing Ads (PLAs): You know what it is, you love it, you run it. But there are still no keywords involved.

Dynamic Search Ads (DSAs): Scrapes your site, decides what queries you should show for. Hey, at least it lets you design a fraction of the ad and still feel like you have a purpose.


I feel like this is the most self-explanatory (unless you’re doing self-service/manual).

We give Amazon money and a target.

They run with it.


Yes, it is search. Social/search.


Now for the big G.

But if anyone is trying to get rid of the keyword faster, it is them.

But wait, there is so much more:


Your ad appears and you get some info on where it triggers, but it is just audiences.


Smart Campaigns

The coup de grâce.

A campaign where you set up a campaign with an audience and an ad, and you’ll get some high-level numbers back.

No keywords.

(Disclaimer: Being a large enterprise operator, I personally detest Smart Campaigns due to lack of transparency, but if you’re a single person shop/SMB operation, it’ll save you a bundle of time.)

So yes, I just wrote out all those examples to reiterate my point: we’re already moving toward a keywordless search operation.

The only remaining question is:

“Are you prepared?”

Odds are, if you found this article’s title interesting, and you’re still reading it to this point, then you’re either not prepared, or not fully confident.

That is OK.

There is time for you.

So What Should You Do?

Important: Do not delete your keywords, regardless of how this article finishes or influences you.

Keywords are not gone and are still necessary.

But what is about to become even more necessary for you to work with is: audiences.

Whether it be detailed demographics pinpointing women 25-34 who own a home and have children under age 7, to people who abandon your shopping cart with 3+ items in it, or those whose LinkedIn profiles indicate they are office administrators.

They just became as important (if not more important) than your piddly little “keyword strategy.”

Step 1: Get Your Messaging on Point

This means examining what messaging works best in regular keyword search, Facebook, GDN, etc.

This messaging should be consistent, but don’t let one platform dictate it.

The “sharing is caring” method of asset analysis is huge.

As for Shopping campaigns – there are a lot of different schools of thought about what is best.

I must admit, I find Google’s best practices guide for optimizing a product feed to be the best.

Remember, just because it appears on your site one way, does not mean that is how people will search for it, or even follow the messaging.

Be concise, to the point on the product and benefits.

Check out Google’s tips to optimize your product data.

Also, if you’re looking for some folks that really know their stuff when it comes to shopping, the list of brilliant folks are bottomless, but I recommend following on Twitter:

Step 2: Learn Your Audiences

When your targeting is moving away from keyword-driven, then the next best thing you can do is, decide who can see your ad to start off with.

The basic rule of thumb: Just because someone can trigger your ad, does not mean they are qualified to engage on your site.

By cross-referencing inbound site data by persona and channel, you can then take your “Super Ads”, and deliver it to the right folks.

For example, I know my Male, U.S., audience that enters via Email is a top performer.

But by crossing it by behavior, I can refine that audience to recognize they are in the market for employment.

I take those learnings and make an audience for it, considering it highly qualified.

Spinning off from that, a lookalike audience will formulate:

This maximizes the qualification of a prospect, severed them the ideal ad (in my opinion), and did it all without keywords.

You should create different audience classifications, to know your expansion level of targeting.

I like to do:

Remarketing-Converter-Bottom of Funnel (low volume).

Remarketing-Abandoner-Mid Funnel (low volume).

In-Market Prospecting-Mid to High Funnel (medium volume).

Look alike of Converter-Mid to Low Funnel (medium to high volume).

Affinity Non Visitor-Prospecting-High Funnel (high volume).

This grouping can be more easily deployed, with a better sense of traffic volume and performance.

Note, Google Analytics has a beta on select accounts to pull together audiences based on probability to convert, which makes the cutting down process a lot easier for the marketer.

Step 3: Merge Your ‘Super Ads’ with Your Audiences

Fairly self-explanatory. You just created the best possible ad with your data.

You also just found the ideal audience segmentation for yours.

Now you combine them together.

I like to use all audiences in search (reactive media), as there is a degree of prequalification, as the consumer is searching for you.

Just don’t roll it all out at once, usually in waves.

Unless you are keen on building site traffic for data harvesting, this will help maximize ROAS, as best one can.

The Takeaway

As of today, keywords still exist.

There is no formal documentation or timeline of their extinction.

But the engines have begun to put less need for them, and a clear need to let automation take over.

And that can be achieved through audience targeting and segmentation.

More Resources:

Image Credits

All screenshots taken by author, September 2023

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