Davis: Every company must invest in paid search due to AI results
Timothy Davis · The ultimate guide to paid growth | Timothy Davis (Shopify) · Jul 28, 2024 · at 6:43
Timothy Davis, performance marketing lead at Shopify, responds to Lenny Rachitsky on whether performance marketing applies to every business model.
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“Hot take I would say paid is for everyone. I, if you look at the way each platform is doing Google introducing AI plus with paid taking up like the first four spots, you have to scroll pretty far down to get to an organic listing. Meta. It's almost a pay for play. Now you have to do promoted posts for people to even see your content. I would say it does depend on the industry you're in. If you're say leaning heavily into influencer marketing, that is still a paid component. You may not be doing meta ads. You may not be doing paid search, but that is a paid component. But I would say at baseline, everyone should be doing paid search.”
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