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This month’s Ask a PPC tackles a strategy question masquerading as an execution one: “What should search campaign structures look like when AI changes how people research before they buy?” AI has created meaningful changes in how people consume information. Importantly, buyers increasingly arrive more informed and qualified, with clearer expectations shaped before they click. […]
Microsoft Advertising introduced its first monthly product newsletter on LinkedIn this week. It brings together several features announced over the past few months while introducing new capabilities across AI reporting, Performance Max testing, and creative review. Rather than focusing on entirely new products, the August update expands existing tools with additional reporting, experimentation, and workflow […]
For much of the past 18 months, paid search growth has coincided with growing pressure on organic traffic. AI Overviews and other zero-click search experiences have made organic clicks harder to capture. At the same time, advertisers have continued to increase paid media investment, reinforcing the idea that paid could absorb at least some of […]
Choosing a Google Ads bid strategy is not a formality — it’s the instruction you give the auction-time AI about what to optimize for with your budget. Get it wrong and the algorithm will faithfully chase the wrong outcome. Two changes landing this year make picking the right strategy matter more than usual: Google has […]
On July 21, 2025, Amazon’s U.S. Google Shopping impression share against the median competing retailer sat at 60%. Two days later, its impression share reached zero. We witnessed the same withdrawal across Amazon’s international markets as well. Smarter Ecommerce tracked Amazon disappearing from Shopping auctions in the United Kingdom, Germany, and more than a dozen […]
If you run ecommerce campaigns on target CPA or target ROAS and any of them sit at “Limited by budget,” Google’s August 17 bidding change is going to move your numbers, and we’re likely not talking about the direction you want. Starting August 17, campaigns that are limited by budget and use a target-based bid […]
Whether organic or paid, YouTube remains one of the most underrated platforms on the internet. And when one of the smartest paid search experts around calls it “the most mispriced ad inventory on the internet,” you ignore it at your own risk. What I really love about YouTube is how it gives you the ability […]
It’s official: Google is preparing to move Local Services Ads into the Google Ads interface. The transition begins in August with a limited group of U.S. advertisers. Google will gradually move other accounts through 2027. Local Services advertisers will gain a centralized place to manage campaigns and leads. However, the move also changes several bidding, […]
Apple Maps ads haven’t officially launched yet, but advertisers now have a clearer view of who can participate. The newly published Apple Advertising Services policy prohibits the broad category of home services businesses, including plumbing, electrical, locksmith, HVAC, pest control, roofing, and general contracting. Apple hasn’t disclosed a launch date beyond “this summer” in the […]
You’re finalizing a monthly PPC report, excited to show improvements you’ve seen in the account. You highlight an A/B test that yielded an improvement in CPA, along with a new Meta campaign that is driving marketing qualified leads. Yet when you present the report to leadership, you still get questions like, “How are these actions […]