Hi all! After a crazy, but incredibly fun and rewarding year earning my pilot certs, I wanted to make a write-up of my experience in hopes that it’ll be helpful for any other aspiring or current pilots. To summarize, I went from zero aviation experience to CFII in 13 months, Part 61, paying as I go and on the pretty cheap side. I do want to emphasize that I was ~incredibly~ lucky and had some very generous people who helped me out, and I could not have done this as efficiently and cheaply if it weren’t for them. I’m going to list all my takeaways below, but I think my biggest piece of advice is to network as much as you can because there are some amazing, generous people in this community that want to see us all succeed.
Background:
For context, I’m in my mid to late twenties and have been in the workforce for about 5 years. Through a combination of factors I decided to make a career switch to professional pilot but was hesitant because I did not want to take on debt. I have a family member who is an airline pilot who helped me devise a plan. I moved home and kept working my job remotely so I was able to put all my paychecks towards flying.
Private Pilot – 3 months, 75 hours TT, $12k
I did my private in a Piper Archer owned by my local FBO. The owner allowed my family member to be my instructor and gave me a small discount for pre-paying hours. We flew almost daily. I also took ground school at another local FBO in-person, and that was much more helpful than having to learn everything on my own because I was brand new to aviation. I took the private written exam as soon as my ground school concluded which was also the week of my checkride (bad idea in hindsight, but it worked out).
I solo’d around 25 hours and took my checkride with about 60 hours in the Archer (15 additional hours were in a friend’s airplane). The checkride was challenging, but straightforward and I was well prepared. The DPE said good things about me afterward and I was officially a private pilot! I’d be happy to answer questions or do a writeup in a separate post on any of my checkrides but for the sake of brevity I’ll skip that for now.
~Key takeaways from private:~
Fly as often as possible and make sure your instructor is aligned with that. Also stay on top of ground school. Also, don’t rush to take the checkride before you’re ready, it’s okay to have a lot of practice first. Lastly, I know DPE availability is a big issue in lots of areas and can cause people to have to wait on a checkride even though they’ve been ready for months. In my experience, if you try hard enough and call around, you will find someone. However, it might mean you have to travel a little bit which I know is not possible for everyone.
Instrument – 2 months, 150 hours TT, $14k
I was feeling a little fatigued after private so I was slow to start studying for instrument. I started by doing a lot of flying for fun, mainly flying in the Archer by myself on little cross countries to check off some of the requirements (in hindsight I should have found someone to split time with).
I did my instrument at a flight school in one of the adjacent states. This particular school specializes in accelerated programs, but they do not have a formalized instrument course. I went in-person and spoke with the director of flight operations to discuss my options. Since I had to take PTO to do this, the goal was to finish my instrument in one week with the checkride at the end. I paid a flat rate for the airplane and instructor time. I also stayed over there during that week so I had to pay for housing as well.
Before I went over there, I did some prep in the Archer that I did my private in and took the written exam (Sheppard air). I also purchased Sporty’s Instrument course and used that to prep and for the endorsement needed to take the written. The week I spent at the flight school was honestly a blast, and I was able to take my checkride on day 7 with 20 hours in the plane and about 4 hours of sim time. Again, happy to discuss the checkride in the comments or another post.
~Key takeaways from instrument:~
TAKE THE IRA, FII, AND IGI EXAMS AT THE SAME TIME. You only have to purchase the IRA Sheppard course and can take all 3 exams back to back. Also, again stay on top of ground school because instrument flying requires a lot of technical knowledge. But it honestly is really fun!
Commercial – 3 months, 263 hours TT, $8k
The biggest challenge for commercial was time building, of course. This is where networking saved me. I made friends with another instructor who frequented my local FBO who also owns a plane. He needed the time as well so we flew together a lot and I paid for the fuel. I also had another friend at the airport who owns a plane that he doesn’t fly often and offered to let me time build in that (again, I’ve been so lucky to come across some very generous people).
I did my checkride in the Archer that I learned in with my family member signing me off, and with the same DPE who did my private. Commercial was probably the easiest one I had done so far, but it still was no joke! I will say I was amazed with how much easier things came to me by this point versus when I first started, which was a great feeling.
~Key takeaways from commercial:~
Network, network, network. Spend as much time as you can at your local FBO or flight school and make friends with everyone. Like I’ve said, there are some very generous people out there who love to help out new pilots, and I could not have made it this far without them.
Also, in retrospect, it would have been a really good idea to have done commercial from the right seat. I’ve heard of a lot of people doing that and if I had, I would have been able to knock out CFI a lot sooner and cheaper.
Multi-engine add-on – 1 week, 298 hours TT, $4.3k
Shortly after getting my CPL, I had a week of PTO and decided to knock out my multi add-on. I found a flight school with a Seminole and got ahold of their MEI, and we figured we could knock it out during that week. I contacted the DPE who did my private and commercial and we scheduled my checkride for the end of the week. This flight school was about 2 hours driving from home, and I was able to stay with friends while I was there.
This one was a little challenging because this was in January in the midwest and we were seeing a lot of low IFR days. We ended up getting weathered out the first half of the week, but luckily the Seminole was an easy transition for me and we got me trained up in 3 days, 8 hours of flying. I took the checkride as scheduled and passed (I will say I have had extremely good luck with weather for all of my checkride days so far).
Sidenote: Prior to this checkride, I also took the AGI and IGI exams and asked the DPE who did my multi checkride to sign off on the ground instructor certificate at the same time. I did this because I’ve heard it helps when applying to CFI jobs (shows a little extra effort) and it was easier to do it this way versus having a FSDO issue the cert. Cost me $50 to the DPE.
~Key takeaways from multi:~
Do your research to find an airplane at a good rate. I paid $395 per hour which included the instructor, but I’ve seen some schools charging a lot more. Also, I looked into schools with accelerated courses that you pay as a package, and based on my experience I would not recommend because I was able to do it much cheaper my way.
My instructor did a good job of making sure I knew all the aircraft systems well enough to teach them in case I go for my MEI (which I would like to do soon). Since the MEL is light on material, I highly recommend this. Also, when I was doing research I was told to look for a Seminole or DA-42 because they’re easy trainers, which I would agree with based on my limited experience.
CFI – 1 month (on top of all my experience thus far), 316 hours TT, $5k
This was the scariest one for me. I had heard all along that CFI is the hardest and longest checkride and for the most part I would agree. I originally was planning on going to a school with an accelerated program for this, but after asking around I decided to do it on my own (with my family member signing me off).
This one was heavy on ground school. I got some lesson plans from various people as I heard that’s what everyone has prepared for the checkride, but I hardly ended up using them. I also had a friend send me PowerPoints he made for the technical subject areas. I edited them/made them my own and these are what I ended up using for the checkride along with a couple props.
As far as studying goes, the thing I found most helpful was watching random YouTube videos before bed every night. Although it was all review, I picked up a lot of tidbits that weren’t quite drilled into my brain as I still feel new to aviation overall. As the DPE described it, to be a good CFI you basically need to be a nerd about everything aviation and that’s what I tried to do. I would guess that I studied a few hours a day for a month and a half or so. As for the flying part, I had a little bit of right seat experience prior to buckling down for CFI (probably under 5 hours), so I’d guess it took me about 5 more hours to feel comfortable in the right seat. I took the checkride with the same DPE who did my private, commercial, and multi and passed! The checkride was 8 hours total so definitely a long day. As we were debriefing, I went ahead and scheduled CFII with him as well.
~Key takeaways from CFI:~
Start nerding out now (if you aren’t already). Keep a running collection of links and videos that explain concepts well or teach you something interesting, they will be useful for the checkride. Also, don’t buy lesson plans. As my DPE put it, there are really only like 5 lesson plans for any given topic and we all steal them from each other, so no need to reinvent the wheel or pay for them if someone else can give them to you. I’d also recommend really getting to know the PTS, because it lays out very clearly what you are required to do on the checkride (for example you know you’re going to need to teach runway incursions so it’s a good opportunity to be really prepared). I’m sure my last point is most applicable to those doing CFI on their own since you won’t have a school telling you exactly what to expect.
CFII – 1 month, 368 hours TT, $1.3k
CFII was possibly the easiest checkride to prepare for. I did this one in a friend’s airplane – a Mooney with a G750 and GFC 500 autopilot. It probably took about 10 hours of flying (I already have lots of time in this plane) to be ready. For studying, I reviewed Pilot Cafe, YouTube videos, and obtained some lesson plans from a friend. I did not use PowerPoints or anything for this one. I also had already completed the written exam back when I did my instrument rating. I’m not sure what else to say about this one, but I did it with the same DPE again and passed. It feels amazing to be done with checkrides for a while!
~Key takeaways from CFII:~
Select an airplane with a good autopilot. This made the flying portion of the checkride super easy. For the oral, I highly recommend working with instructors who send students for a lot of instrument checkrides. I feel like there are so many very specific questions that DPEs like to ask on instrument/CFII checkrides, so it helps if you have someone who knows what those questions are going to be. Also, FlightInsight on YouTube and Boldmethod were my favorite resources for this one. Lastly, make sure you know your avionics and autopilot really well, including reading and being able to teach all of the limitations that are in the user manuals.
Notes regarding cost:
I did a decent job of tracking all my expenses throughout this process. I noted in the title that the total cost to me was about $50k, which consists of the ~$45k that I discussed above plus some additional expenses. I also did my commercial ASES rating at Jack Brown’s seaplane base which cost me about $2.5K total (of course this was just for fun). The remaining amount consists of things like buying a headset, books, random accessories, and even some things I called “unnecessary expenses”. I temporarily paid for a membership at a flight school that I barely ended up using, so I put that in that category. While I did everything pretty cheap, I was definitely not perfect!
Here is a further breakdown of my expenses:
Airplane rentals/fuel - $36.9k
Instructor fees - $2.5k (bear in mind I got a lot of free instruction from friends & family)
Ground school - $1.3k (includes actual ground school and books)
Flight accessories - $1.2k
Written exam fees - $1.2k (8 exams total)
DPE fees - $5.8k (7 checkrides; this includes seaplane)
Medical fees - $290
Housing - $900
Misc/unnecessary expenses - $1.2k
Total: $51.7k
Overall Takeaways:
- For those doing Part 61/pay as you go, I highly recommend finding an independent instructor with a flexible schedule. This was key for me because I had a work schedule to work around.
- NETWORKING/MAKING FRIENDS. Go to every fly-in you can, always stop into the FBO to say hi to people, etc. etc. Having friends in aviation was monumentally helpful for me and saved me SO much money. Cannot stress this enough!
- If you are on a timeline, make sure you set specific milestones and when you are going to hit them. Make sure your instructor is on board too.
- Do your research! Reddit has been a fantastic resource for me throughout this process. Talk to people who have achieved the things you want to achieve. I really cannot thank you all enough for all your help and insights on your experiences!
Again, I am more than happy to answer any and all questions. I also apologize if anything is jumbled or confusing; this took a long time to write and I’m sure I missed things. I will also disclaim that while I did a good job of tracking all my expenses, I was not perfect and YMMV for sure. I just hope this gave a somewhat helpful picture for those hoping to do something similar to what I did.
As for next steps, I am aiming for the airlines one of these days! I have a couple interviews at flight schools coming up so I am planning to quit my job and finally start flying full-time soon. I want to do my MEI sometime soon as well but I haven’t figured out how I’m going to pay for the PIC time yet.
I also want to say that I absolutely love general aviation and hope to always be involved in it. I have made so many friends, had some incredible experiences, and learned way more than I could have ever imagined in the past year. For anyone thinking about flying, hopefully this is your sign to just do it! Feel free to comment with questions!

A few times a week, I swing by some local waters on the way home or during errands for 5 to 10 minutes. I keep a Ozark tail $20 telescopic rod combo in the trunk for this reason. It's been awsome and I've caught plenty of largemouth, smallmouth, perch, and rock bass with it. Nothing too big. I don't target larger fish with this combo - but there's plenty of massive smallmouth, largemouth, pike, and pickerel where I fish. I have no complaints about that rod.
Today, I took my 3 year old daughter fishing for the first time and she caught her first few fish. She was starting to loose interest and started tossing rocks around and picked up a big one and threw it right on top of that telescopic rod as it laid on the ground. It snapped in half. This doesn't make me questions zany the build quality of the rod. Many rods would have broken with that blow, and all telescopic rods would have definitely snapped.
So now I need a new one. I have no issues with running to Walmart to buy another one, but I'm sure there's something better out there and I'd grab that. Amazon is loaded with telescopic rods, most probably junk with good reviews. Anyone have any recommendations? I'd appreciate it.
I understand that 2 piece rods would be better. I have plenty of 2 piece rods that serve a purpose, but for these short trips - telescopic rods are the most space efficient, convenient, and set up quick for the little time I have. The rod doesn't need to be a combo - I have plenty of extra reels so if consider that a free spare. I would likely not use whatever reel the combo comes with.

Part list so far: Gigabyte 4080 Gaming OC i7-14700K 64GB Corsair Vengeance Ram DDR5 360MM Kraken Elite RGB AIO NZXT H7 Flow Thermaltake 120mm Fans

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The Ultimate Guide to CompTIA Certification Study Resources: Prepare with Confidence
CompTIA certifications are a great way to kickstart or advance your IT career, offering a wide range of certifications that can be overwhelming to navigate. In this comprehensive guide, we'll provide you with a detailed overview of CompTIA certification study resources, helping you prepare for online exams with confidence.
CompTIA Certification LevelsBefore diving into study resources, it's essential to understand the three main levels of CompTIA certifications:

1. Core Certifications: Entry-level certifications covering IT fundamentals, such as:
   • CompTIA A+
   • CompTIA Network+
   • CompTIA Security+
2. Specialty Certifications: Mid-level certifications focusing on specific areas like:
   • Cybersecurity
   • Data analytics
   • Cloud computing
3. Professional Certifications: Advanced certifications for experienced professionals, such as:
   • CompTIA CASP+
   • CompTIA PenTest+

Study Resources

Official CompTIA Resources

1. CompTIA Learning and Training: Download practice questions, exam objectives, and study guides.
2. Certification Study Guides and Books: CompTIA offers study guides in both ebook and print formats.
3. Online Learning Platform: Interactive online courses and study materials.

Free Study Resources

1. CompTIA Free Practice Tests: Get free practice test questions for CompTIA certification exams.
2. Reddit Study Groups: Join online communities, like CompTIA_, to connect with others studying for the exam.
3. YouTube Study Channels: Channels like Professor Messer and CompTIA offer video study materials.

Paid Study Resources

1. Udemy Courses: Comprehensive online courses covering various CompTIA certifications.
2. Pluralsight: Interactive online courses and study materials.
3. Study Guides and Books: Third-party study guides and books from publishers like Wiley and Sybex.

Additional Tips

1. Make a study plan: Set aside dedicated time to study and review material.
2. Practice, practice, practice: The more you practice, the more confident you'll feel on exam day.
3. Use flashcards: Flashcards can help you memorize key terms and concepts.
4. Join online communities: Connect with others studying for the exam to stay motivated and get help when needed.

Preparing for CompTIA certification exams requires dedication and the right study resources. By leveraging official CompTIA resources, free study materials, and paid study resources, you'll be well on your way to passing your exam and advancing your IT career. Remember to stay focused, practice regularly, and join online communities for support. Good luck on your exam!
Additional Resources

1. CompTIA Certification Website
2. CompTIA Study Guides
3. CompTIA Free Practice Tests

By utilizing these study resources and tips, you'll be well-prepared to tackle your CompTIA certification exam and take your IT career to the next level.

Hey PPC
I'm seeking some advice and insights on optimizing my Google Ads campaigns for B2B lead generation, and I'd greatly appreciate your expertise.
Here's a quick overview of my current situation:

• Current Strategy: We're using Target Cost per Acquisition as our bidding strategy.
• Campaign Types: We have two main campaign types: branded keywords and non-brand keywords. We've recently paused our competitor campaign and plan to launch a remarketing campaign next week. We also paused our Pmax campaign as this was taking a significant % of budget but an incrementality test showed it had very little impact and was just driving up the cost/conv.
• Challenge: We're currently under-pacing this month compared to the same period last year (YoY) by around 70%. This is specifically for MQL's as those are the primary conversion action currently. We did implement a form filter to exclude free email domains and that pushed the cost/conv. up and reduced our lead numbers. However before the form filter we were getting approx. 50% junk leads. I'm also looking at ways to improve our search improve. share with edits to our landing pages, ad copy and reviewing ad extensions as we are losing approx. 60% due to ad rank.
  
• Desired Outcome: We want to maximize conversions and close the gap YoY for the campaign performance.
  

Given this context, here are some specific areas where I'm seeking advice:

1. Bid Optimization: What are some effective strategies for optimizing bids to maximize conversions? Last week we increased the Target CPA and added additional budget freed-up from Pmax. However that hasn't had significant increase. Would it be worth running a different bid strategy? We don't currently have conversion values assigned but are looking into introducing this in the next few weeks.
2. Campaigns: We are going to reintroduce our competitor campaign however this won't drive the volume we need and has historically been a bit more of an expensive campaign. We will also be introducing a remarketing display campaign. Any tips for launching and optimizing a remarketing campaign for B2B lead generation?
3. Impression share: Any tips on improving ad rank to improve our search impr. share? As mentioned above, I'll be editing landing pages, pushing the form above the fold, making changes to ad copy to improve relevance and reviewing our ad extensions.

Thanks in advance for your help!

Today’s one page challenge is for The City in the Clouds by J.B. Williams. Finally, a requested challenge, rather than the usual cycle of me finding a story and the person being triggered that I did so. At 234 pages and a whopping price tag of $20.99 for a paperback, it’s a wonder why it looks untouched. Flip some burgers for an hour to pay for this… whatever it is. I was told the editor is good, so let’s see how he gummed up the works.
The rules of the one page challenge are simple: I go through the first page of the book(about 300 words or 3 paragraphs) and say where the average reader would stop. These reviews are short, sweet, and to the point (unlike most of these books). The main things we look for are things like tension, a hint at the plot existing, good feng shui, a feeling like the blurb is accurate, a lack of obfuscation, and the story fulfilling its role as a story. As we go along, I’ll explain why readers love or hate certain elements and we’ll see what straws break the camel’s back.
The title, The City in the Clouds, makes me think of fantasy, but it’s meant to be sci-fi. Clouds symbolize knowledge beyond our reach or something like daydreaming, treated as water in air(mystery in knowledge). Saying the title this way makes it seem like the focus is the city itself, which would be cool if it was something like a dystopian or utopian story. Maybe a tech noir or detective story, but… it’s not. This story is actually about a woman, and it’s a comedy, completely conflicting with the genre in two ways.
I didn’t want to say this but Huston… we’re already having problems.
The ebook cover is a drawing of curly haired woman staring at the camera like she’s constipated, while the paperback version is of an anime girl holding a gun and looking like she has diarrhea. Both versions have her in a suit, with a giant gas planet behind her. Both have similar fonts for the title and name, but the ebook version is so blurred and darkened that it reads like a secret message; the physical version being slightly less blurry. If I saw this on a shelf, I wouldn’t recognize this as a book or know what it was called. I find it strange because the back of the book is very clear, given a blue box for clarity, and has a sun with a red sky that would have made more sense than these frumpy women.
I guess the title and name are made illegible because we’re supposed to zoom our eyes straight to the blurb:

Robin Alia Brook is considered a loser. She works at customer service for one of the largest companies in humanity's interstellar empire, gets stood up on dates, and accidentally kills people. Then when her ex-online boyfriend gives her the winning vacation lottery ticket to the famed habitat, The City of Clouds, she reluctantly accepts it.
Upon arrival, she is greeted by the massive, beautiful gas giant Bellona, and all the glamour and prospects of expansion for the famous habitat. And it is the beginning of a celebration, too! For the election of the new habitat captain! But the celebration and vacation are ruined when pirates attack, seeking the captain's riches.
They are ruthless, they are bloodthirsty, and they won't stop until they get what they want. Unfortunately for the pirates, Robin is really good at accidentally killing people, and with her is a rag tag team of a pilot recruit, an egotistical journalist, a veteran photographer, and the captain himself.
It will be a long battle for The City of Clouds, and the outcome is unknown, but one thing is certain... This is the worst vacation ever.

Slight grammar issues here and there, but most wouldn’t notice that “ex-online boyfriend” would mean the boyfriend was online and not anymore. The delivery is a little bouncy, almost appropriate, but doesn’t give much tone from how much info it tries to cram in. Something I noticed is that very little sci-fi is mentioned, with the only thing giving a sci-fi vibe being the idea of traveling to another planet. If this was a vacation to an island, very little would change from how it’s described. Like the title and name on the cover, a lot of what makes this book a book is hidden from us, in plain sight.
At this point, the average reader would probably not give it a shot, unless the idea of pirates and an ironic Die Hard premise is their cup of tea.
No prologue, no maps, no glossary, just a simple chapter 1 to greet us. Ok, I’m liking this already. I know this is a small thing, but the simplicity of just starting a story is a blessing that should be the norm, and isn’t. I haven’t read a single word and this is already the best OPC so far. Yes, it’s that easy.
Don’t ruin the experience with all your fancy try-hard nonsense and the reader will be in hog heaven.
We are told the planet, sector, system, and date. Very effective in establishing the sci-fi element in this single aside, which also lets us know it’s 400 years in the future. The planet is named Andromeda, which is a well known galaxy, so if this is in that galaxy, I assume it’s going for a “New York, New York” type of gag. The editor did a good job, with the first page establishing a scene in a restaurant. What he messed up on was… everything that’s not the scene itself, which makes up 90% of the words.
The protagonist, Robin Alia Brook has her day off described as “shot in the face”, being delivered in present tense and this has it come out awkwardly. I say this because the second sentence is past tense, then it shifts back to present, back to past. This is why people stick with past tense to avoid the headache, and present tense is now used as a hipster novelty to act as if things are more important because they’re happening as they’re written. Most readers just find it as a distraction and it causes something niche to become more niche in the process. The first paragraph ends with us being told that she’s in a restaurant that is 500 feet under the sea, of a planet called Andromeda.
She is to be dining, but she is NOT dining because her date didn’t show. Cue the audience gasping, because this is a travesty. The part that really kills this opening is the sentence “She is currently obtaining nutrients through Poseidon's generous supply of free lemons water and cheesy garlic biscuits.” This was the perfect chance for worldbuilding, to express something futuristic and fresh. Instead, it tied itself to Earth, talked about mundane food like lemon water, and it didn’t use any of these for a punchline.
This is meant to be a comedy, but is absent of comedy. We don’t need a bunch of humor in the first paragraph, but we do expect a comedy to present a tone that can lead to humor occurring. Every scene for a comedy is a setup for gags and punchlines. Much like horror, the scene is built around the mood, which is brought to a peak around half way. The introduction of a comedy book is going to hold a joke in relation to the entire book.
I believe the blurb when it says this Robin character can kill things by accident, because this book dies right after she’s introduced, around the second paragraph. The third paragraph changes the subject to be about other people in the restaurant, acting as a distraction that leads to infodumps of Robin’s outfit and such. I understand that the “joke” is that this woman is stood up on her date and we are to feel her anguish, but the reader shouldn’t be suffering through the opening this soon. Starting here is either far too late or far too soon. If anything, this is something I expect in chapter 2 or something we hear about as she’s on her way to Bellona.
A good way to put it is that this scene is a non-sequitur done in order to give fashion statements, with the important exposition ignored for window dressing.
The average reader needs tension to get sunk into a sci-fi story, because this is a planet we don’t know about with a character we’ve never seen before. What is the point of having this restaurant so deep underwater? There is a city underwater? She has a job, but where does she work? At the Krusty Krab?
Non-sequitur is a distraction that removes us from the scene and the plot to explain things that don’t serve a purpose to either. If I changed the first sentence to only hold what was part of the scene, it would be the characters name and nothing more. To strengthen an opening like this, we would have to set it up for a punchline, reinforce the sardonic tone, and tie the scene with the situation. The first sentence would go like:

Five hundred feet below the sea’s surface, Robin could not stop drinking.

This will give the impression that she’s getting drunk, while attaching her drinking to the sea outside, giving the impression that she’s drowning. But even then, I wouldn’t start here, I would begin with a comedic amount of assurance that she’s going to have her date show up, then the next scene is her waiting with this. That, or I would have her doing the walk of shame, allowing the plot to begin sooner when she gets her golden ticket, which would be like:

The ocean floor outside was slowly swallowed by darkness as the elevator pod took Robin away from Poseidon.

Here, we have a moment for her to think back to the situation, and the word “darkness” gives hint to her current feeling about the restaurant. This is a setup for the punchline that follows, already skipping the failed date and able to move forward to the poster she sees in the elevator. Movies tend to do this type of exposition with the main character telling the situation to another person, who is helpless to escape. That can add more humor and make the main character express their personality quirks. The goal is for less opening to be used up for non-sequitur and to focus it on moving forward in relation to the plot.
For a story like this, the rejection comes from a lack of being straightforward. We can always fix up a sentence and how it sounds, but this doesn’t mean much when the bones are disjointed. Thankfully, for this one, a lot of readers are used to openings like this from online serials, so there is hope that a lot of it will get a pass. It’s that first hump that it has to get over in order to shine. Sadly, for little Robin, that hump was not achieved, so her journey through the city in the cloud might as well not exist.

Today I was listening to a bs pop culture podcast I started listening to during the pandemic. The podcast host outrageously lies in her retelling of the Scotty Scheffler incident that occurred last Friday.
In episode 792, titled ‘90 Days Happily Ever After: The Couples Grim,’ host Mary Payne Gilbert, at around 1 hour, 26 minutes, and 5 seconds into the episode, narrates the event as if Scheffler had a confrontation with the police officer. According to her account, Scheffler exited to argue with the cop, gets back in the car and then drags the officer with his car. She also implies that Scheffler might have tried to use his status to influence the situation, questioning if he asked the officer, ‘Do you know who I am?’ Additionally, she gloats at his having lost the tournament this weekend.
It really bothers me that she so confidently relayed misinformation in her podcast. I deserve it for listening to such a dumb show. Mea culpa, and I’ve unsubscribed. If you also find these claims to be misleading or unsupported, I encourage you to express your thoughts through a review on Apple Podcasts or any platform where this podcast is available. It's important for media outlets to uphold standards of accuracy and fairness, especially when someone's reputation is on the line.
Media sources should remain accountable for their content. Free Scotty!

Ever-shifting Short Seller Claims

The short sellers attacking RILY in 2023-2024 have been relentless (currently 57% of float sold short per FinViz), with an ever-shifting list of wild accusations.
It's sickening to watch them compile a never-ending list of baseless wild theories and claims to support their short positions, which are demonstrably false. But as each is proved false, they pivot to new claims, and/or change the goalposts.
The sheer volume of shifting claims makes it hard to track how despotic they are with their "platform," and how many falsehoods they've spun. Even for someone who watched it in real-time, for almost a year

Compiled & Debunked

Sunlight kills vampires. To that end, I've compiled a list of (i) claimants (ii) claims (iii) reality (iv) definitive source proving reality.

Why Did They Target RILY?

One of the most vocal short sellers, Nate Koppikar (who also introduced Marc Cohodes to the "opportunity") has a fund Orso Partners. Based on their SEC registration document, this is their investment thesis:
"The Account’s investment objectives are to achieve capital appreciation primarily by identifying and selling short marketable equity securities of underfollowed and complex companies with misleading or corrective disclosures through a research-intensive process. The Account employs a short-biased investment strategy with an emphasis on primarily small to mid-cap companies that are underfollowed and complex (i.e., companies with market capitalizations of less than $5 billion which the market does not yet have a wellformed bull and/or bear perspective)."
RILY fits their description. The icing on the cake was the relatively large market cap, and the relatively small float. Given extremely high insider ownership (32.9% of shares per the proxy), and limitations on when and how insiders can trade, the "free float" of the stock (i.e., the shares that regularly trade) is very small for the size of the company. Moreover, the setup would only get better - given insiders have consistently used their free cash to buy additional shares hand-over-fist (further reducing the float).
That meant, with relatively small amounts of capital, the short sellers could shove around the stock price. That ability to move price opens another profit avenue - taking large derivative positions (buying puts, and selling calls), and shoving the price (or allowing it to drift up) to profit all along the way. It looked so good, the stock has been the highest-shorted on the US indices for several months. Even after the release of the 10-K, shares remain "hard to borrow" with elevated borrow fees.

Debunked Claims

The claims made by vocal short sellers could fill a book. Most were outrageous and fanciful when they were proposed. Virtually all have objectively debunked. This isn't a comprehensive list, as their claims are too numerous and varied. But it paints an illuminating picture.
With a track record this poor, one would expect the short sellers to exit - rather than continuing to spin new narratives. Perhaps the continued attacks are their exit strategy to avoid bankruptcy... Well, #Bullish.
With the highest short interest of all US stocks (albeit likely decreased from the highs of ~76% of the float), I think this is more than ripe for a return to fair value - or well above, if a short squeeze occurs.
Note: this sub disallows image posts. There is a similar post in the RILYStock sub which contains virtually all source images for the claim in the comments (too many images to embed in the post). The source images are illuminating.
Note that the list below deliberately excludes three types of posts/claims from the short sellers:
A) Juvenile personal attacks and attempts to character assassinate and dox a long list of people (RILY CEO, RILY new hires, RILY clients, Marcum the auditor, Marcum's lead audit professional, any firm or individual publicly posting a bull thesis on RILY, etc.).
B) Those that make no objective claims, but simply exist as a product of malicious degeneracy (like pictures of roasted pigs in ovens labeled Bryant Riley the CEO, photoshopped pictures of the CEO in prison chains next to convicted felons, video of an obese woman barely able to walk being gored by a bull labeled Mrs. Riley the CEO's wife, etc.).
C) Those that are impossible for short sellers to know, and impossible to objectively verify (e.g., Marc Cohodes claiming a single RILY trader front runs the CEOs personal short trades in front of clients taking following the firm's bullish advice on those stocks, to guarantee profits).

Claimant	Claim	Reality
1) Wolfpack	Wolfpack “RILY will record investment losses of up to ~$700 million in 2023” FALSE 10-K	FALSE
2) Wolfpack	“new loan to CORZQ will work out just as badly as the last and end in default (again) before June 2023”	Repaid in fullFALSE , early, on 1/6/2024.
3) Wolfpack	“The coupon rate on RILY’s seven issues of baby bonds ranges from 5% to 6.75%, which we believe to be far too low to compensate investors for the existential risk that accompanies these securities.”	Full redemption FALSE of May 2024 came early. Far more than sufficient cash to cover debt payments.
4) Wolfpack	“According to our analysis, 4 of RILY’s largest 7 corporate borrowers with outstanding loan balances of $295.3 million are at a high risk of default, or in the case of CORZQ, is already in default.”	Core Scientific IncExela Technologies Arena Group Holdings FALSE a. . repaid early and in full ($111MM of the “risk”) b. repaid term loan in full ($55.8MM of the “risk”) c. debt retired in full ($99MM of the “risk”). Publicly disclosed in the most recent 10-K for each company (search for "Riley" in the filing)
5) Wolfpack	“RILY’s NAV is Far Below the $1.1 Billion Minimum NAV Requirement That Is Required for the Nomura Credit Agreement Putting RILY at Risk of Collapse in 2023”	is in full compliance FALSE RILY with the Nomura credit agreement. Moreover, reflecting the strength of the relationship, Nomura even granted a no-fee extension when the 10-K filing was delayed. Also see 10-K for current status.
6) Wolfpack	“Over $200 Million of the Goodwill and Intangible Assets on RILY’s Balance Sheet is Attributable to its Telecom Rollup, which is Centered on Dial-up and DSL Internet:” - criticizing them as dying businesses with no value	extremely valuableFALSE Segment is . From just 2020 to 2023, the communications segment has returned over $212.2MM in adjusted EBITDA.
7) Nate Koppikar (TheFriendlyBear) + Bill Abbate Jr. (JrAbbate), Various	RILY committed fraud with loans and closing the FRG acquisition. "The fact $RILY closed the FRG deal while hiding the Kahn loan - an all PIK defaulted loan backed by $FRG shares - is a Hall of Fame worthy act of fraud. I thought after Enron/Sarbox we couldn't have something like this happen in US markets."	FALSE A law firm led an internal investigation, and an independent external investigation both found “The review confirmed what the Company previously disclosed: that the Company and its executives, including Bryant Riley, had no involvement with, or knowledge of, any of the alleged misconduct concerning Prophecy.” “The results of the independent investigation confirmed that the Company and its executives had no involvement with, or knowledge of, any of the alleged misconduct concerning Mr. Kahn or any of his affiliates. This independent investigation was conducted subsequent to the Company's February 22, 2024 disclosure of the internal review performed with the assistance of Sullivan & Cromwell LLP as outside counsel.” Also see 10-K
8) Marc Cohodes (AlderlaneEggs), ParrotCapital, Bill Abbate Jr. (JrAbbate), Various	The 10-K will never be filed. They can't produce audited financials.	Audited 10-K FALSE was filed. Delay was due to Audit committee fulfilling its responsibilities and proactively conducting investigations (internal and external).
9) Marc Cohodes (AlderLaneEggs) + Nate Koppikar (TheFriendlyBear) + Bill Abbate Jr. (JrAbbate) + ParrotCapital	Sullivan and Cromwell knew about Massive Fraud, and did a "sham investigation"	Sullivan and Cromwell FALSE is one of the most respected law firms, in the US and worldwide. "Sullivan & Cromwell continues to lead all law firm advisers in announced and completed global deals in 2023, according to Bloomberg and LSEG. The Firm advised on global announced deals totaling more than $345 billion, representing a 12.1 percent market share, per Bloomberg, and on completed global deals totaling more than $431 billion, representing a 16.9 percent market share, per LSEG." They're not compromising themselves for a relatively small client.
10) Marc Cohodes (AlderLaneEggs), Nate Koppikar (TheFriendlyBear), Bill Abbate Jr. (JrAbbate), Parrot Capital	Marcum is enabling Massive Fraud	MarcumFALSE is a respected audit firm, and 13th largest by revenue. "Marcum LLP advanced into the Top 15 in the 2023 Vault Accounting list of top-ranked accounting firms. Marcum climbed six levels to the No. 13 ranking overall and earned a ranking of 14 in prestige. The Firm also won Top 20 rankings across all Practice Area, Quality of Life, and Diversity categories, including several new classifications added this year."
11) Marc Cohodes (AlderLaneEggs)	Nomura is enabling Massive Fraud	NomuraFALSE is a global financial services company, and the oldest brokerage firm in Japan. They operate in a highly regulated industry. They're not putting themselves on the line for a relatively small client.
12) Parrot Capital	"The list of $RILY enablers is massive: Marcum LLP, Sullivan and Cromwell, Seeking Alpha, Holbrook Holdings, $AX Axos Bank, Many, many more."	FALSE There's no global conspiracy whereby these companies - all respected law firms, auditors, banks, and media outlets - are collectively colluding to enable RILY to commit fraud. Requires only two brain cells and one functioning synapse to know there's no grand collusion cabal between these disparate companies.
13) Marc Cohodes (AlderLaneEggs), Jonathan Weil at WSJ	Franchise Group shares used to secure Kahn loan: "It is unclear whether Kahn pledged the same shares twice—to both Prophecy and B. Riley."	stated by the company UCC search FALSE As , Simple disproves this. UCC # 202302295747
14) Marc Cohodes (AlderLaneEggs)	“Bryant Riley is on the Road, telling people the ‘audit partner at Marcum left’ and that ‘I have made mistakes’ “	hit the 5yr SEC ruleFALSE Marcum audit partner was working on the audit the whole time; the original audit partner had , so he was never working on this year’s audit.
15) Marc Cohodes (AlderLaneEggs)	"So it turns out James La Rocca was Fired by MarcumLLP If nothing was wrong with prior $RILY Audits, why is he gone? This will be great in discovery of what exactly went on.	hit the 5yr SEC ruleFALSE Marcum audit partner was working on the audit the whole time; the original audit partner had , so he was never working on this year’s audit.
16) Koppikar (TheFriendlyBear)	“So Bryant Riley did disseminate MNPI back in March” in response to Cohodes claim that he told people the Marcum partner left	5 consecutive yearsFALSE Cohodes claimed Bryant Riley was telling people the Marcum auditor left. Koppikar called that disseminating MNPI. Cohodes statement was false (and thus Koppikar's derivate claim is also false). A different auditor worked on RILY, as Marcum follows the SEC rules; the lead auditor can only serve the client for . As such, Koppikar’s derivative claim of disseminating MNPI is false.
17) Koppikar (TheFriendlyBear)	“He appears to still not be familiar with the voting interest model of consolidation… why is a life science and tech partner signing an extremely complex investment company / broker dealer audit ???” i.e., auditor is unqualified	Marcum is a highly respected auditorFALSE The auditor is fully qualified. ; they don't hire unqualified people, or assign them to clients they're unqualified to audit. RILY is continuing to use Marcum as the 2024 auditor.
18) Marc Cohodes (AlderLaneEggs)	"Now that the $RILY dividend is going away, this omission is serious stuff"	reduced 24Q1FALSE The dividend did not go away. It was from $1.00/share to $0.50/share, to allow them to opportunistically allocate capital. 23Q4 and

There are too many source images for the claims above to embed in a reddit post, and this sub doesn't allow images in comments. Images can be seen on a version of this posted to a sub that discusses RILY in the comments (~55 images). All claims can be sourced on the various social media venues and websites utilized by the short sellers. Other sources include: https://wolfpackresearch.com/research/rily/ and here https://friendlybearresearch.com/wp-content/uploads/2023/12/RILY-Analyst-Day-Questions-12_11_13-Final.pdf and https://www.institutionalinvestor.com/article/2cpgaejc45gocvoqb1ngg/corner-office/how-b-riley-garnered-the-biggest-short-interest-of-2023 and https://www.wsj.com/finance/how-an-unremarkable-deal-became-a-big-threat-to-a-small-investment-bank-f819a169 . https://adviserinfo.sec.gov/firm/summary/304196 form ADV. This is not financial advice. All claim summarizations reflect my interpretation of the short seller claims, and should be verified against original sources, along with all counters.

Hey folks, I’m a senior product designer with 11 years of experience. I have some free time in this period I am willing to dedicate to mentoring and provide feedback about projects, support to prepare for interviews and case studies, review portfolios etc. Feel free to ping me here or on adplist! Cheers!

Hey folks, I’m a senior product designer with 11 years of experience. I have some free time in this period I am willing to dedicate to mentoring and provide feedback about projects, support to prepare for interviews and case studies, review portfolios etc. Feel free to ping me here or on adplist! Cheers!

Here's my notes throughout the Google Marketing Live. Some stuff may be omitted and I phrased everything how they would have in the presentation (overly positive).

Google Marketing Live 2024

~Philipp Schindler – Introduction~
New era of AI
-A few years ago the conversation was: What is AI?
-Now the question is: What can AI do for me and how can I implement it as fast as possible?

15% of searches are new on Google every day
-This number has held steady for more than a decade
“The perfect search engine should understand exactly what you mean and give you back exactly what you need.”

AI Overviews

• People who use AI Overviews use search more
• Higher quality clicks/more time on site
• Rolling out to US

Trend 1 – The “Exactly-What-I-Want” search
The volume of searches with 5 or more words grew 1.5x as fast

• Instead of “men’s running shoes”
• “how to pick the right running shoes for a runner beginner with high arches”

Trend 2 – Complex Search Made Easy
“What are good options for aa day out in dallas for kids? What are some options with ice cream shops nearby?”

Trend 3 – Search Beyond Words

• Search for things that are difficult to describe.
• 12 billion visual searches a month using lens
• 1 in 4 visual searches has commercial intent
• You will soon be able to search with visual

Circle to Search
Search anything on your screen with just a circle, highlight, or tap.

Trend 4 – Beyond Answers
Some people are not looking for answer, they are looking to explore, or be inspired.

• “Outfit Ideas”
• “Best Places to Eat with Kids”
• “Rainy Day Activities”

Rather than just getting a simple AI response, they will be getting a catered ai page specifically created for their request.

Small YouTube Blurb

• YouTube #1 most watched streaming platform
• 1B hours of YouTube on CTV daily
• Generative AI is the next playground for YouTube creators

Gen AI x Creativity

• Suite of tools for content creators

~Vidhya Srinivasan~
People have limitless options to browse across devices

• 2 out of 3 consumers say making purchase decisions requires more effort than ever
• Have to be on every surface consumers touch
  • Grab their attention
  • Show them you are their solution
• Google is supposed to be the matchmaker for consumers and businesses
• Showing the perfect ad on every surface is difficult

“This is where Gen AI will unlock enormous opportunities”

• Last year they were just getting started with images
• They’re applying the latest Gemini models to teach their other models
  • EX: teaching their algorithm about queries that have never been seen before
• Gen AI is still early-stage tech so they won’t get everything right
• Will become more powerful and helpful as they learn about your business

AI will influence the entire marketing cycle

• Creative
  • Building creative will only take days/hours
  • AI will draw on hero assets and create variations
  • Every ad will be a better match for each consumer’s intent in the moment
• Media
  • No trade-offs between precise targeting and growth
• Measurement
  • Real-time adjustments based on campaign results

"AI doesn’t have taste, it doesn’t have ingenuity, creativity, and strategic insights"

Google Search – Generative AI

• Search in new ways
  • More complex questions
  • Searching with images
• AI overviews will appear in search results when they are particularly helpful beyond SERPs
  • They will be stay focused on sending valuable traffic to publishers and creative
• More choice leads to more opportunity for advertisers
• The will be testing search and shopping ads being integrated into AI overviews
  • Not just above or below
• Match the ads, not just to query context, but also with the information within the AI overview
  • Example: “How do I get wrinkles out of my clothes without an iron”
    • AI overview gives tips
    • Within the AI generated blurb, a wrinkle free spray sponsored ad appears

~Sylvanus Bent~
AI Applications in Search Ads

• Ads in Visual Search
  • EX: You see a piece of luggage at the airport you love, but you don’t know how to describe it or what brand it is. Use visual lens to search for it, then sponsored product ads will show up within the results
• Every search ad is more than an offer, it’s an experience
• Exploring AI ads with recommendations across different verticles
  • EX: Search for “short term storage” – ad shows up, but now you can click into a new dynamic ad experience, where you can customize your needs.
• Takes the definition of a helpful ad to the next level

Conversational Experience in Google Ads

• Can give your URL to Google Ads to generate relevant assets
  • Helpful for smaller businesses

Power Pair

• Combination of Search and Performance Max campaigns
• Delivers the strongest ROI

Profit Optimization

• Making it a new goal in PMAX and shopping campaigns
• Maximize profit by optimizing bidding for gross profit on products

~Tim Frank – Asset Generation~
Advertisers who improve their PMAX ad strength to Excellent see 6% more conversions on average.

Creative Controls & Customization

• Brand Colors
• Brand Fonts – only closely matched
• Upload reference images for AI to generate based on

Additional Reporting & Controls

• Placement reporting and exclusions for YouTube
• Asset Level Reporting
  • Asset reporting for each creative asset

~Nicky Rettke – YouTube~
AI-Powered Video Campaigns

• Video Reach drive awareness
• Video View drive consideration
• Introduced Demand Gen
  • Reaches over 3 billion monthly users
  • Demand Gen will roll out to Display and Video 360 and Search Ads 360
  • Audience list threshold lowered to 100 users for Demand Gen lookalike audiences
• Over 40% increase in view through rate when utilizing vertical video
• Viewers can swipe left on shorts ads to go directly to a landing page
• Introducing animated image ads
  • Pulls images from your product feed and animates them in on unite
• Demand Gen with Product feeds
  • 33% more conversions at a similar CPA
• Shop while you watch

~Matt Madrigal – Shopping~
Product Studio

• Create custom scenes
• Change backdrops
• 2 new features
  • Create visuals that match brand style w/ reference image
  • Image to video
• Brand profile on search
  • To be rolled out in the coming months

Shopping Ads

• Will start highlighting key attributes and stuff from reviews
• 3D shopping ad formats
• Immersive Ad Experiences
• Virtual Try-On
• Video Highlights
  • Rolling out for beauty brands first

~Gaurav Bhaya – The Data Guy~
Good AI requires good data

• First party data delivers better results and helps protect your campaigns against privacy changes
• Collect, protect, and use your data.
• Google Ads Data Manager is now available to everyone
• Simplifies putting first-party management all in one place
• Have an active pipeline from all data sources to one place
• Measurement diagnostics is being introduced to Google Ads
  • Check Engine Light for your site
• Google’s goal is for us to not have to worry about first-party data

Measurement

• Generated Insights and Reports
• Generate a report with a prompt.
• Generated insights

Marketing Mix Models
Meridian is Google’s Open Source MMM and will be available later this year.
tl;dr - very tasty nothing burger.

Hey folks, I’m a senior product designer with 11 years of experience. I have some free time in this period I am willing to dedicate to mentoring and provide feedback about projects, support to prepare for interviews and case studies, review portfolios etc. Feel free to ping me here or on adplist! Cheers!

Hey folks, I’m a senior product designer with 11 years of experience. I have some free time in this period I am willing to dedicate to mentoring and provide feedback about projects, support to prepare for interviews and case studies, review portfolios etc. Feel free to ping me here or on adplist! Cheers!

I usually watch once they’re done recording. Got some free time today so I tried watching the Hellblade review. Holy cow the chat is so toxic with everyone’s console war agendas. Is this how the chat is usually or this is because they’re discussing an exclusive game? Aren’t we old enough for these types of arguments on which plastic box is better? Might avoid reading chat next time if the community is this toxic.