Performance rarely fails because of talent. It stalls when strategy, visibility, and accountability break down. For years, conversations about paid media have revolved around one question: should companies build in-house teams or outsource to agencies? That debate makes sense, but it misses the real issue. The problem isn’t where paid media sits in the org […]
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YouTube’s latest Shorts updates give advertisers more interactive, creator-driven tools to boost engagement and drive holiday conversions. YouTube is rolling out new ad features for Shorts to help brands stretch their holiday budgets and tap into the momentum of short-form video. What’s new: Why we care. These updates make Shorts ads more interactive, natural, and […]
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Compare how the two ad platforms approach Performance Max. See what’s shared, what’s different, and what matters most for your 2026 strategy. Performance Max (PMax) campaigns have become the cornerstone of AI-driven advertising. Both Google and Microsoft offer advertisers a way to consolidate creative assets, audience signals, and automation into a single campaign type. (Disclosure: I work […]
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Most marketers repurpose content, but few tap into the lesser-known tactics that unlock bigger reach and stronger organic results. “Work smarter, not harder” isn’t just a catchy phrase – it’s a survival tactic for content marketers. Keeping up with a full content calendar can feel relentless, and constantly creating new material is a fast track […]
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Some PPC practices no longer fit today’s automated Google Ads environment. Here’s what to phase out – and what to prioritize next year. Over the past year, Google Ads has increasingly embraced automation, shifting the account manager’s role in both practice and strategy. The granular control and transparency we once took for granted are rapidly […]
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High CTRs don’t always mean success. Focusing on qualified clicks and impression-based metrics can lead to stronger ROI and conversion rates. Many PPC advertisers obsess over click-through rates, using them as a quick measure of ad performance. But CTR alone doesn’t tell the whole story – what matters most is what happens after the click. That’s where many campaigns go wrong. […]
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Fewer clicks mean higher stakes. Win visibility with precise targeting, value-based bidding, and authority across paid and organic search. How search moved beyond the blue links For years, PPC operated in the “blue link economy,” where every click represented a chance to win a conversion. Now, Google’s results pages are crowded with AI Overviews, featured snippets, […]
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Turn your PPC reports into action plans, not data dumps by focusing on what your audience needs to know, feel, and do. Are you spending hours on client reporting every month, only for your stakeholders to skim it, dismiss the numbers, or ignore your recommendations? When reports don’t drive action, you lose more than time. […]
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Google is testing using AI to generate full search result descriptions and/or AI-summaries of your search result snippet, within the Google Search results. There are two variations of this; (1) fully replacing your description with an AI-generated version and (2) an AI-generated summary of the search result snippet. AI-generated description. Recently, both Paul Shaprio on X and Brodie […]
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The search landscape is changing. With the rapid evolution of AI, the Google SERP is no longer a predictable grid of 10 blue links. This shift presents new opportunities for businesses, but it also creates new risks for your brand. Competitors, affiliates, and bad actors can now use sophisticated tactics to hijack your presence, mislead […]
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