AI Overviews, which place generated answers directly at the top of search results, are improving the search experience for users.  For businesses that rely on content to drive traffic from search engines, the impact is far less positive. Google has been moving toward more “helpful” results for years, and zero-click searches are nothing new.  AI […]

Every AI vendor pitch follows the same script: “Our tool saves your team 40% of their time on X task.” The demo looks impressive. The return on investment (ROI) calculator backs it up, showing millions in labor cost savings. You get budget approval. You deploy. Six months later, your CFO asks: “Where’s the 40% productivity […]

Throughout 2025, SEO professionals reported the same story to leadership: organic traffic was down, clicks were declining, and attribution no longer made sense. AI-driven search experiences, zero-click results, and platform-level answers widened the gap between discovery and measurable visits, making it harder than ever to accurately report on organic performance. For many organizations, this showed […]

Google Analytics has never been perfect, but it used to feel familiar. The shift to Google Analytics 4 forced PPC marketers to rethink how they pull insights, not just where to click. Reports that once lived front and center now take more effort to find. Some require extra setup. Others feel less intuitive than before […]

Google published a research paper on how to extract user intent from user interactions that can then be used for autonomous agents. The method they discovered uses on-device small models that do not need to send data back to Google, which means that a user’s privacy is protected. The researchers discovered they were able to […]

Remarketing lists continue to be one of the more dependable tools inside PPC accounts, especially for search campaigns. They give advertisers clearer control over who sees ads, how bids are adjusted, and how messaging aligns with prior brand interaction. As tracking becomes more constrained and audience signals less granular, first-party data carries more weight in […]

Apple is expanding ads in App Store search results, giving advertisers more opportunities to reach users at the moment they’re looking to download apps. Starting March 3rd, Apple Ads will begin showing additional ads per search query in the UK, followed by Japan. The expansion is expected to roll out to all Apple Ads markets […]

Some Google Ads advertisers are seeing a bug that causes the option to add notes to disappear from the account change popup, making it harder to document optimizations and performance shifts. The issue was flagged by paid search consultant Odi Caspi, who says the problem has appeared intermittently over the past couple of weeks. What […]

On episode 338 of PPC Live The Podcast, I speak to Nick Handley Paid Media Lead at Impression, about one of the most formative mistakes of his career — and why those early errors often shape the strongest marketers. The podcast series focuses on PPC professionals’ biggest “F-ups,” but never without exploring how they recovered, […]

Generative AI has become a practical tool in search, content, and analytical workflows. But, as adoption increases, so does a familiar and costly problem: confidently incorrect outputs. Also called “hallucinations,” the term implies that an AI model is malfunctioning.  But here’s the truth: This behavior is often predictable and results from unclear instructions. Or, more […]