Google has told us (e.g., here, here, and here) that clicks on AI search results drive better traffic to websites. But a new Ahrefs study suggests that isn’t always exactly the case. The big picture. AI visitors behave differently from search visitors, and not always in ways that suggest higher quality. Here are some of […]
Each day, marketing leaders everywhere face a similar problem. Website traffic is dropping, the C-Suite wants answers, and teams are siloed and scrambling. Google Search is now a complex, AI-infused ecosystem, and marketers want to know how to operate in this unfamiliar territory. Today, it’s possible to rank No. 1 and still be invisible. As […]
Google is facing fresh pressure in the UK as the country’s top competition regulator moves closer to imposing stricter oversight of its search and advertising business, including new AI-driven search features. Driving the news. The UK’s Competition and Markets Authority (CMA) flagged concerns about fairness in search result rankings, high ad costs, and use of […]
Understanding Google Analytics 4 (GA4) isn’t optional – it’s essential for running high-performing PPC campaigns. The interface? Confusing. The modeling? New. The terminology? Often unclear. But predictive analytics? That’s where things start to make a bit more sense. This article is going to walk you through: What each predictive metric means (as simply as possible). […]
Microsoft Advertising is giving marketers sharper tools to manage where their Audience Ads appear — particularly on mobile. What’s new: Advertisers can now see detailed mobile app placement data through three new columns in the Website URL report: Mobile App Name Mobile Bundle Mobile Web URL A new dashboard interface supports filtering and exclusions at […]
AI is being rapidly implemented, but that doesn’t mean it’s being used effectively. The current lack of clear benchmarks and data about AI usage has meant that everyone has been operating in the dark. This led us to create our first State Of AI In Marketing report, so that chief marketing officers and marketing decision-makers […]
Clients today aren’t just asking for impressions or click-through rates. They’re asking for something deeper: “Did our campaign shift perception? Are we building future demand?” In a cross-platform world, answering that takes more than basic attribution. It takes brand lift—measured at scale, with rigor, and in terms clients recognize as strategic value. The Cross-Platform Measurement […]
This edited excerpt is from Human-Centered Marketing by Ashley Faus ©2025 and is reproduced and adapted with permission from Kogan Page Ltd. Mapping content to the traditional funnel adds no value, since the journey behaves more like a playground than a linear progression. Pitfalls of the traditional funnel include assuming that every person in the […]
The MarTech landscape is in constant flux, and while many tout the transformative power of Generative AI (GenAI), few truly grasp the seismic shift that’s happening in digital asset management (DAM). Forget earlier discussions of metadata enrichment and basic content generation; we’re entering an era where autonomous AI agents will redefine how we interact with, […]
Social Marketing Trends The data you’ve been missing! Need a new plan? Discover how marketers plan to change their social activities in the 17th annual Social Media Marketing Industry Report. It reveals what marketers have planned for their social activities, content marketing, and more! Get this free report now and never miss […]