We’ve all been there. A client wants to scale their Google Ads account from €10,000 per month to €100,000. So, you do what any good PPC manager would do: Refine your bidding strategy. Test new ad copy variations. Expand your keyword portfolio. Optimize landing pages. Improve Quality Scores. Launch Performance Max campaigns. Three months later, […]
Generative engine optimization (GEO) represents a shift from optimizing for keyword-based ranking systems to optimizing for how generative search engines interpret and assemble information. While the inner workings of generative AI are famously complex, patents and research papers filed by major tech companies such as Google and Microsoft provide concrete insight into the technical mechanisms […]
If you’re relying on GA4 alone to measure the impact of AI SEO, you’re navigating with a broken compass. Don’t misunderstand me. It’s a reasonable launch pad. But to understand how audiences discover, evaluate, and ultimately choose brands, measurement must move beyond the bounds of Google’s tooling. SEO is a journey, not a destination. If […]
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 […]