This week's additions focus on founder stories, marketing, and strategy, with new digests from Acquired and Ahrefs. Highlights include Facebook bought Instagram to own mobile attention before losing it permanently Keywords competitors pay for already signal proven buyer intent.

Case studies

Podcast

Facebook's acquisition of Instagram: how a $1B bet reshaped mobile social

Acquired November 1, 2015

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Case studies 9

Business models 7

• Facebook bought Instagram to own mobile attention before losing it permanently
• 13 employees, zero revenue — now worth an estimated $35B in three years
• The deal launched a constellation-of-apps strategy that defined modern social media

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Paid ads

YouTube

How to uncover your competitors' Google PPC ads using Ahrefs

Ahrefs October 28, 2015

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Paid ads 9

Competitive analysis 7

• Keywords competitors pay for already signal proven buyer intent.
• See every ad variant rivals run and which page each drives traffic to.
• High keyword investment on one page reveals the heart of their funnel.

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