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9 essential geotargeting tactics for Google Ads

Geotargeting is one of the most powerful tools in a PPC advertiser’s arsenal. Whether you’re running ads for a local business, an international ecommerce brand, or a luxury travel destination, targeting the right locations can significantly impact performance. While most advertisers understand the basics (i.e., choosing countries, cities, or setting a radius), many aren’t fully […]

Google gives Responsive Search Ads more flexibility

Google is enhancing Search ads with AI-powered changes that aim to increase asset flexibility, improve performance, and deliver more relevant ad experiences. Driving the news. Here’s what’s changing: Greater flexibility in RSAs: Google’s AI now assembles and serves headlines, descriptions, and assets dynamically to improve performance. In some cases, Google may omit certain content, like […]

Google AI Overviews more volatile than organic rankings: Report

Google AI Overview rankings – the webpages cited in the AI-generated answers – are more volatile than Google’s “classic” organic search rankings. Also, within two to three months, 70% of AI Overview rankings changed, according to a new analysis by Authoritas, an ecommerce SEO platform. Ranking volatility. Google’s organic search is volatile and has been […]

LinkedIn launches two tools to enhance marketing attribution

LinkedIn introduced two new features aimed at helping marketers optimize their campaigns and prove their impact: the Conversions API (CAPI) and the Revenue Attribution Report (RAR). Driving the news: Conversions API (CAPI). Enables marketers to securely connect first-party online and offline data to LinkedIn. Tracks conversions from website actions, phone sales, and in-person events. Sends […]

How to restructure your website using personas: A guide for better results

Ever notice how website visitors rarely follow the exact path you’ve planned for them? You might build great landing pages for different customer types, but visitors have their own plans. They Google something random and land on your blog post. They click a link from social media that drops them into your resources section. Or […]

6 ways GPT Operator is changing PPC automation

PPC automation has always been about efficiency. We’ve relied on scripts, rule-based optimizations, and APIs to manage campaigns at scale. These tools have been essential, but they all share a common limitation: they follow strict, pre-programmed logic. So people are still needed, even with simple and boring tasks. But now we’re on the cusp of […]

Take your career to the next level: Become a search marketing master

Are you ready to take your SEO and PPC campaigns to the next level of success? Tackle the challenges of the New Year with actionable tactics, expert guidance, and the inspiration you need to succeed at the spring edition of the SMX Master Classes — happening live online this March. In-depth training. Actionable tactics. Invaluable […]

Google just lifted its 2019 ban on fingerprinting for advertisers

As of a few days ago, Google now allows advertisers to use fingerprinting to track users across devices and websites, collecting data points like IP addresses, operating system details, and screen resolution. Why we care. Google’s decision to permit fingerprinting, a powerful user-tracking technique it banned in 2019, raises significant privacy concerns and has already […]

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