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Avinash Kaushik spent roughly 16 years inside Google, has held senior client-side roles at companies like Intuit and DirecTV, and now advises brands and agencies as chief strategy officer at Human Made Machine. So, when he tells marketers to renegotiate their agency contracts and expect savings of 25% to 75%, starting this month, it is […]
According to a benchmark report published by Invoca on July 13, calls referred by ChatGPT are more likely to qualify as sales leads than calls from any other channel. However, once answered, these calls convert at approximately the average rate. The report states that the lead rate for ChatGPT-referred calls is 49%, which is approximately 10 […]
I was digging through a Google Analytics 4 account recently, broke the traffic down by source and medium, and saw something that made me stop scrolling. The same source, chatgpt.com, was sitting in three different channels at once. Not three different sources. One source, scattered across three channels, in the same report. If you’ve got […]
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 […]
This month’s Ask A PPC tackles a very real concern: Search term visibility keeps shrinking on some platforms while other platforms continue to maintain more transparency. Advertisers still need to understand, diagnose, and optimize campaigns even when they do not have full search term signals. “With search terms increasingly unavailable, what technical signals should advertisers […]
For more than two decades, digital strategy has revolved around a deceptively simple objective: Drive people to webpages. Search engines rewarded documents. Analytics rewarded pageviews. Marketing rewarded engagement. As organizations matured, they invested heavily in designing increasingly sophisticated digital experiences that guided customers through carefully orchestrated buying journeys. Information was intentionally distributed across dozens, sometimes […]
Everyone in the industry is going through the same thing right now. Your content team ships a solid asset, but traffic stays flat or declines. You pull up the analytics, see the line trending sideways, and conclude that AI content has stopped working. That verdict is often wrong. The data may be accurate, but the […]
Today’s question looks beyond the typical traffic-driving goals of AI visibility to the value those large language models provide a website owner, and asks: “AI crawlers are visiting my website increasingly often, but I can’t tell whether they provide any value. Should I allow them, block them, or treat different AI crawlers differently? How can […]
A Siteline report tested a Claude agent on 100 top B2B software products. It found access errors and hidden pricing caused the agent to visit third-party sites for info it couldn’t find on official pages. The report, by Siteline founder David Kaufman, involved running a simulated Claude agent through 534 attempts to discover monthly prices […]
Bruce Clay, one of the first generation of search engine optimization experts, has passed away. Much of the terminology that he coined and many of the concepts that he pioneered continue to be used today. Thirty Years Of SEO Clay was among the cohort of SEOs who were learning and applying the art of optimization […]