Most SEO teams believe they need more data to report success, but what they actually have is metric debt, at least that’s what I keep seeing. The accumulated cost of optimizing for key performance indicators that no longer reflect how growth happens. The environment has changed, mostly because economic pressure has shifted expectations. At the […]
In paid media, many advertisers default to budgeting by ad platform, with a percentage to Google Ads, a percentage to LinkedIn Ads, etc., largely based on habit. Now, AI technology presents new opportunities to marketing leaders to decide where to spend their paid media dollars. Instead of allocating spend based on impression volume or historical […]
The Washington Post’s recent announcement of staffing cuts is a story with heroes, villains, and victims, but buried beneath the headlines is the reality of a big brand publisher confronting the same changes with Google Search that SEOs, publishers, and ecommerce stores are struggling with. The following are insights into their strategy to claw back […]
A click drop in your Google Ads account can feel like the floor just moved under your account. Not because clicks are considered more of a vanity metric. But because most sites still convert just a small slice of visitors. Shopify, believe that 2.5-3% is an average benchmark for industry leaders (although not backed with […]
On episode 340 of PPC Live The Podcast, I speak to Amanda Farley, CMO of Aimclear and a multi-award-winning marketing leader, brings a mix of honesty and expertise to the PPC Live conversation. A self-described T-shaped marketer, she combines deep PPC knowledge with broad experience across social, programmatic, PR, and integrated strategy. Her journey — from […]
Representatives from both the Google Search and Bing Search teams are recommending against creating separate markdown (.md) pages for LLM purposes. The purpose is to serve one piece of content to the LLM and another piece of content to your users, which technically may be considered a form of cloaking and against Google’s policies. The […]
A 90 Day Plan to Prepare Every Location for AI Search AI is changing how consumers discover and choose local brands. For multi-location businesses, visibility is no longer decided only by search rankings. AI agents now evaluate location data, reviews, content, engagement, and brand trust before a customer ever clicks. This shift means each individual […]
Google Ads rolled out a new data source diagnostics feature in Data Manager that lets advertisers track the health of their data connections. The tool flags problems with offline conversions, CRM imports, and tagging mismatches. How it works. A centralized dashboard assigns clear connection status labels — Excellent, Good, Needs attention, or Urgent — and […]
Google revised its “Get on Discover” documentation following the lauch of the February Discover core update. On its documentation updates page, Google said it added more information on how sites can increase the likelihood of content appearing in Discover. Here’s what was added. What Changed Comparing the archived version with the current page shows Google […]
Google is rolling out a beta feature that lets advertisers run structured A/B tests on creative assets within a single Performance Max asset group. Advertisers can split traffic between two asset sets and measure performance in a controlled experiment. Why we care. Creative testing inside Performance Max has mostly relied on guesswork. Google’s new native […]