If you entered PPC 20 years ago, testing was scientific, comforting, and one of the biggest reasons to run paid search campaigns. We proudly talked about all the data we collected. You had Ad X and Ad Y. You waited. You declared a winner. You paused the loser. It was a binary world of “Yes” […]

Major SEO platforms, such as Ahrefs and Semrush, along with agencies like Seer Interactive and other leading companies, have released substantial studies that appear to offer definitive answers.  But a closer look reveals something else entirely: nearly every possible narrative about AI search impact has a “study” to support it.  The more I examined the […]

Now that anyone can use AI to generate keywords and spin up a paid search campaign in minutes, it’s easy to assume the hard work is done.  But creating structured, scalable performance still requires a genuine understanding of how search works.  Techniques like n-grams, Levenshtein distance, and Jaccard similarity give search marketers the ability to […]

Google is gearing up to launch Partner Match, a new targeting option that allows advertisers to use third-party partner data to create custom audiences for YouTube campaigns, according to newly published help documentation. How it works. Partner Match enables approved third-party partners to upload hashed user data—such as email, name, or ZIP code—which Google will […]

Microsoft Ads introduced two updates that could significantly improve campaign management and reporting for advertisers. The changes: Asset-level disapprovals: Ads will now be disapproved at the asset level—whether a single image, headline, or text line—allowing the rest of the ad to continue running. This reduces wasted spend and prevents entire campaigns from being paused due […]

Gemini 3 launched in AI Mode just a couple of weeks ago, but now Google is expanding it to about 120 countries and territories for English queries. Google’s Robby Stein said, “Gemini 3 is now available in AI Mode, across nearly 120 countries & territories in English.” What is AI Mode with Gemini 3. Google shared […]

We’re bringing our most intelligent model yet, Gemini 3 Pro, to Google Search in more countries around the world.

Google is now officially testing pushing searchers from AI Overviews in Google Search into the AI Mode interface. When you click on the “Show more” button within some AI Overviews, Google may jump you directly into the AI Mode interface. When you scroll through the AI Overview, you can ask a follow up question directly […]

OpenAI is reportedly nearing the launch of ads in the ChatGPT Android app, according to recent code findings. Meanwhile, one user says an ad has already appeared in the wild. What’s new. Early references to an ad system were found in the latest ChatGPT Android beta (v1.2025.329). Inside the APK, TestingCatalog spotted strings such as: […]

Demand Gen campaigns may be the newest addition to the Google Ads toolbox, but they haven’t received the same attention or hype as Performance Max.  At the core is their divergence from Google’s long-standing focus on capturing existing demand – a model that makes attribution and ROI measurement straightforward. Two years after the public launch, we’ve […]