Key Topics Covered:• What custom bidding is—and why it matters now more than ever• The limitations of smart and manual bidding• How custom bidding improves efficiency and profitability• The math behind custom bidding: inputs, outcomes, and what to track• How to structure your bidding models for real-world impact• Brand health vs performance marketing—and how to balance both• Why marketers need to own their numbers and not rely blindly on algorithms• Leadership, data, and the evolving role of marketing in 2025Key Takeaways:✔ Custom bidding isn’t just for data scientists—every performance marketer should understand it✔ You can scale smarter, faster, and more profitably with the right bidding strategy✔ Relying on Google or Meta to optimize your campaigns? It’s time to take control✔ Brand building and bidding are not mutually exclusive—they should support each otherIf you’re serious about leveling up your paid media game, this episode is a blueprint.Loved this episode? Subscribe, leave a review, and tell us your biggest insight!⏱ Timestamps00:00 – Intro01:45 – What is custom bidding (and why it’s misunderstood)04:20 – Where smart bidding falls short08:12 – Inputs that matter: defining value in your bidding model13:50 – Common mistakes in performance bidding strategies18:24 – Real-life example: building custom bidding from scratch23:08 – Why marketers need to think like product managers27:32 – Balancing brand health with aggressive bidding goals32:10 – How custom bidding increases profitability36:40 – Final thoughts from Hicham on owning your strategy Watch the Full Episode and Follow us on Social Media! ↓ 📲 Instagram: https://www.instagram.com/belowthefoldpodcast/🎬 YouTube: https://www.youtube.com/@BelowTheFoldPodcast🎵 TikTok: https://www.tiktok.com/@belowthefold?lang=en🔗Linktree: https://buff.ly/3VF3s4Q Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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