For the last few years, copywriting has been quietly written off. Not with outrage. Not with ceremony. Just sidelined. Replaced. Automated. Words – the core material of SEO, landing pages, ads, and persuasion – were demoted during the traffic rush and later the AI gold rush. Blog posts were generated. Product descriptions were bulked out. […]

Marketing mix modeling (MMM) has shifted from an enterprise luxury to an essential measurement tool.  Tech giants like Google, Meta, and Uber have released powerful open-source MMM frameworks that anyone can use for free.  The challenge is understanding which tool actually solves your problem and which require a PhD in statistics to implement. Open-source MMM […]

Google today unveiled the Universal Commerce Protocol (UCP), an open standard that lets AI agents work across the entire shopping journey, from discovery to purchase to post-sale support. Additionally, Google is introducing new AI tools for retailers, including branded shopping agents and ad formats optimized for AI-driven discovery. About UCP. UCP establishes a shared language […]

On episode 336 of PPC Live The Podcast, I speak to Anthony Higman, CEO of AdSquire. Anthony’s career journey is a full-circle story: from starting in a law firm mailroom to running his own company with views over Philadelphia. His experiences demonstrate how hard work, learning from mistakes, and perseverance can shape a successful career. […]

Advertisers can now compare two sets of assets while keeping “common assets” consistent across both versions. Tests can be set up from the Experiments page under the Assets sub-menu, allowing marketers to see which creative combinations perform best. Google previously launched a similar experiment type for retail campaigns last year, and this expands the capability […]

Google shows AI Overviews in Search largely based on whether users engage with them — and removes them when they don’t. That’s according to Robby Stein, Google’s VP of product for Search. In a CNN interview, Stein explained how Google tunes AI-driven results as it expands ads, personalization, and visual search across its experiences. Engagement […]

Ahead of a slate of announcements coming next week, Microsoft Advertising says advertisers can now add up to 50 search themes to Performance Max campaigns — a significant increase from previous limits. Why we care. Search themes act as strategic signals that guide Performance Max toward the queries and intent patterns advertisers care most about. […]

Advertisers are spotting signs that Google is increasing the number of video assets allowed per Asset Group in Performance Max campaigns — from 5 videos to as many as 15. Why we care. Video is increasingly central to Performance Max performance, but the current five-video cap forces trade-offs. Advertisers often have to choose between formats […]

As a Google Ads practitioner, you probably spend the bulk of your time optimizing Search, Shopping or Performance Max campaigns. That makes sense — the Google SERP is the foundation of Google Ads. But there is a big opportunity sitting right inside your Google Ads account that too many advertisers are ignoring. I’m going to […]

A $4 million Shopify brand recently showed me an SEO audit it received six months earlier – 127 pages, 53 action items, and a $12,000 price tag. Since then, the company has updated page titles and meta descriptions and added a few blog articles – 12 recommendations in total. The remaining 41 were not even […]