When Performance Max launched in 2021, many advertisers weren’t sure what to expect. It promised access to all of Google’s inventory in a single paid search campaign, but gave us very few levers to actually influence performance. For brands used to having more control, that was frustrating. Since then, a lot has changed. Google has […]
Up to 59% of CMOs report having insufficient budget to execute their strategy in 2025, according to Gartner. As uncertainty persists due to tariffs, inflation, agency cuts, and other factors, marketing and business leaders must make tough decisions about what to trim. One of those decisions is whether they should continue to prioritize SEO. But […]
New data from Google’s Q2 2025 earnings call suggests that AI features in Search are driving higher engagement. Google reported that AI Overviews contribute to more than 10% additional queries for the types of searches where they appear. With AI Overviews now reaching 2 billion monthly users, this is a notable shift from the early […]
Artificial intelligence is reshaping how brands engage with consumers and redefining how they recover from reputational damage. As online conversations move faster and misinformation spreads more easily, companies are turning to AI to manage their reputations quickly, effectively, and at scale. About 70% of professionals view AI as critical to their organization, per a Harvard […]
Google is rolling out a new way to measure upper-funnel impact. Branded Searches — a conversion type first teased at Google Marketing Live 2025 – is now live. Why it matters. Advertisers can now quantify how many users searched for their brand on Google or YouTube after seeing an ad – a powerful signal of […]
Microsoft Advertising officially launched Lifetime Budgets (LTB) for all Audience Ads customers, offering more flexibility in long-term campaign planning. Advertisers can now set a fixed total spend for the full duration of an Audience Ads campaign, simplifying budget management and pacing, especially for seasonal, long-running, or fixed-budget initiatives. Details: Lifetime Budgets apply to individual campaigns […]
Microsoft Advertising recently expanded the power of Impression-Based Remarketing. Up to 20 source campaigns/ad groups can now be used to build an Impression-Based Remarketing list, a significant jump from previous limits. If just one of those source campaigns is an Audience Ads campaign, any campaign – even Search – can now use that remarketing list. […]
Google has released an open-source Model Context Protocol (MCP) server that lets you analyze Google Analytics data using large language models like Gemini. Announced by Matt Landers, Head of Developer Relations for Google Analytics, the tool serves as a bridge between LLMs and analytics data. Instead of navigating traditional report interfaces, you can ask questions […]
Google Analytics announced two major updates: A new integration with Reddit Ads to import cost data. Default reports and audience templates tailored for lead generation marketers. Details. Reddit Ads cost import: Advertisers can now automatically import cost data from Reddit Ads into Google Analytics, enabling unified reporting and easier performance comparison across platforms. New lead […]
Marketers tend to prioritize top-of-funnel awareness and bottom-funnel conversion efforts. Yet, the mid-funnel stage is where prospects actively weigh options and is crucial for sustained growth and profitability. Overlooking this critical stage can reduce revenue potential. Using AI-driven paid media for nurturing and retargeting can bridge this gap, converting high-quality leads into profitable customers. Importance […]