Maximizing return on ad spend (ROAS) in Google Ads is crucial for driving profitability.  However, without revenue data, PPC advertisers often default to focusing on cost per purchase – a strategy that can limit long-term growth.  While ROAS optimization enhances ad spend efficiency, it falls short if it doesn’t account for customer lifetime value (LTV).  […]

Andriana18, CC BY-SA 4.0, via Wikimedia Commons W. Edwards Deming’s 14 principles transformed manufacturing by emphasizing quality, efficiency and continuous improvement. His ideas weren’t just about improving production lines—they were about creating a culture of adaptability and excellence. Today, marketing faces its own shift. The traditional, assembly-line model of campaign execution—where data, creative, and deployment […]

Google Ads has begun rolling out channel control for select Demand Gen campaigns. This feature will let you specify where your ads appear across Google’s properties. Yes, but. While the feature is live, segmentation by individual channel (e.g., YouTube, Discover, Gmail) is not yet available. This will limit your ability to make data-driven adjustments. Why […]

Microsoft released Copilot within Bing Webmaster Tools to all users today, the company announced today. Initially, Microsoft had a beta release to only 10,000 trusted users of Bing Webmaster Tools but now the feature is generally available to all users. What is Copilot in Bing Webmaster Tools. Copilot in Bing Webmaster Tools promises to provide “instant, […]

Microsoft has added the ability to compare date ranges within the Search Performance report in Bing Webmaster Tools. This allows you to compare metrics and data points such as clicks, impressions, CTR, keywords, and pages across various date ranges. What Microsoft said. Microsoft wrote: “These enhancements enable in-depth analysis, providing invaluable insights for optimizing online […]

Microsoft Bing appears to be testing an aggressive new ad display format that dramatically reduces organic search visibility in favor of sponsored content. The details: Users are reporting search result pages with at least seven paid advertisements. One or two organic results are visible on the first page. The format has been independently verified by […]

Google is testing placing special and very clickable links in its AI Overviwws, but not to publishers or your own website, but rather back to its own search results. You got that right, Google is testing linking the AI Overviews back to new search queries on Google.com. What it looks like. I posted a screenshot […]

The wait is over: I am beyond thrilled to finally reveal the agenda for SMX Advanced – June 11-13 in Boston. Still here? Weird. You should already be knee-deep in the 500-level program by now… but hey, if you want a preview, I’ve got some mind-melting sessions to share, including: How to deal with relentless […]

Whether it’s time, money, or expertise, marketing resources are finite. In today’s world, with advances in AI and more efficient tools than ever, businesses expect better results with fewer resources. That means every second spent on an SEO campaign matters. To keep up, SEOs must focus on actions that truly move the needle – without […]

Bluesky is quickly gaining attention as a growing social media platform – but what does that mean for the PPC community?  Here’s what you need to know and how to prepare for potential ad opportunities What is Bluesky? Bluesky is a social media platform that was originally founded as a research initiative at Twitter in […]