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Scale & Strategy

This is Scale & Strategy, we make crypto as simple as cousin Greg!

Here’s what we got for you today:

• Google launches Gemini 2.5 Flash — fast, smart, and budget-conscious
• How to Think About Performance Max in 2025
• What You Really Need to Know About Google Display Ad Keywords

Google launches Gemini 2.5 Flash — fast, smart, and budget-conscious

The headline:​
Google just dropped Gemini 2.5 Flash, a lightweight AI model in preview that’s fast, sharp on reasoning, and introduces a brand-new feature: a “thinking budget.”

Here’s the breakdown:

• Smarter than before: 2.5 Flash outperforms its predecessor and even edges out Claude 3.5 Sonnet on reasoning and STEM benchmarks.
• Built for efficiency: Despite the performance boost, it’s cheaper and faster than many of its rivals.
• Customizable brainpower: The standout feature is the “thinking budget” — developers can choose how much cognitive power to allocate (up to 24k tokens) depending on task complexity. Use more when you need better answers, save when you don’t.
• Visual reasoning is strong too, making it a solid option for both text and multimodal use cases.

You can access it via API in Google AI Studio, Vertex AI, or as an experimental toggle in the Gemini app.

Why it matters:​
OpenAI might’ve made headlines this week, but Google’s making quiet moves with real implications. Gemini 2.5 Flash is fast, affordable, and gives you control over how “smart” you want your AI to be—ideal for scaling without blowing your budget.

Smart where it counts. Fast when it matters. And cheap when it can be.

How to Think About Performance Max in 2025

By now, you’ve seen the takes.

Some marketers swear by Performance Max. Others treat it like a black box best avoided.

But here’s the truth: That debate misses the point.

Mark Sansum makes a smarter argument — it’s not about whether Performance Max is good or bad. It’s about whether it’s right for your situation.

When it works:

• You’ve got limited time or budget.
• You want reach and conversions without micromanaging.
• You’re not trying to build a brand from scratch.

It’s fast to launch, broad in scope, and doesn’t require a deep bench of analysts.

When it doesn’t:

• You’re a PPC agency with diverse client goals.
• You care about creative control, transparency, or detailed funnel insights.
• You’re focused on brand building, not just bottom-of-funnel results.

The key? Use it like a tool, not a strategy.

Before you hit “launch,” ask:

• What am I really trying to accomplish?
• Does PMax support that outcome?
• Am I tracking real KPIs—or just vanity metrics?

And don’t skip the fundamentals:

• Test it against other campaign types.
• Know how it fits into your broader media mix.
• Be honest about what you gain—and what you lose.

Because while Performance Max can deliver, it’s not magic. It’s a means to an end. If it moves the needle on your goals, great. If not, don’t force it.

Test. Measure. Adjust. Repeat. That’s the real strategy for 2025.

What You Really Need to Know About Google Display Ad Keywords

At first glance, Display keywords seem simple—they help determine where your ads show up.

But according to expert Jyll Saskin Gales, their role goes much deeper.

Here’s the breakdown:

First, what are Display keywords?

They’re one of three core ways to target content on Google’s Display and video networks—alongside topics and placements.

But here’s the catch: They’re not literal.

Adding a keyword like “Google Ads” doesn’t mean your ad only appears on pages with that exact phrase. Instead, Google scans content across millions of sites, apps, and videos to understand context.

Example?
Use the keyword “AdWords” and your ad might show on pages about PPC—even if “AdWords” isn’t mentioned once.

And it doesn’t stop there…

Even if the content isn’t a match, Google might still show your ad if the personreading it has shown prior interest in the topic.

That means your Display keywords don’t just target pages—they help build a custom audience around user intent.

So how should you use them?

Jyll recommends:

• ✅ Use 5–15 keywords per ad group
• ✅ Focus on multi-word phrases (“Google Ads,” not just “ads”)
• ✅ Include branded terms to stay top-of-mind around relevant content
• ❌ Don’t forget negative keywords—yes, they work here too

Think of Display keywords as directional signals, not filters. They guide Google’s AI toward the kinds of people and content that matter to your brand.

Want better results? Get strategic with your keyword mix—and let Google’s targeting do the heavy lifting.

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