Who controls AI-assisted programmatic buying?
Ronan Shields examines the gap between using AI to optimise campaigns and authorising it to buy media.
Independent
Digiday
Digiday
Written byRonan Shields
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28 articlesOriginal publication dates
What reliable AI infrastructure means for PPC
Kirk Williams argues that useful PPC automation needs testing, maintenance and safeguards beyond a successful prompt.
Independent
ZATO
ZATO
Written byKirk Williams
Does AI-assisted content make the reader’s job easier?
Kirk Williams distinguishes using AI to clarify an expert’s ideas from using it to pass unfinished thinking to someone else.
IndependentZATO
ZATOWritten byKirk Williams
Give brand and generic search different jobs
Chanelle Dzwowa explains why brand and generic search can look very different while both contributing to a marketing plan.
Independent
PPC Live
PPC Live
Written byChanelle Dzwowa
What holiday account data can tell you about BFCM planning
Lakshmi Padmanaban examines Optmyzr’s holiday dataset of more than 4,200 Google Ads accounts, separating the periods before, during and after the main sale.
Independent
Optmyzr
Optmyzr
Written byLakshmi Padmanaban
Reading the evidence on Smart Bidding and budget limits
Mike Ryan examines changes in CPCs and impression-share loss around Google’s August bidding change using smec campaign observations.
Independent
Smarter Ecommerce
Smarter Ecommerce
Written byMike Ryan
Where manual work persists in Google Ads
Optmyzr examines change histories from 72,358 accounts to understand where manual Google Ads work remains common.
IndependentOptmyzr
Optmyzr
Written byFrederick Vallaeys
Who should control a client’s Google Ads account?
Anu Adegbola brings together five practitioners’ perspectives on control of a client’s Google Ads account.
IndependentPPC Live
PPC Live
Written byAnu Adegbola
Decide what a ChatGPT Ads test is meant to prove
Brooke Osmundson sets out the questions advertisers should answer before allocating budget to ChatGPT Ads.
Independent
Search Engine Journal
Search Engine Journal
Written byBrooke Osmundson
Which search audiences does your PPC plan miss?
Andy Squire asks advertisers to look beyond performance inside their familiar search accounts and consider people using other search services.
IndependentPPC Live
PPC Live
Written byAndy Squire
Smart Bidding after August 17: practitioner perspectives
Anu Adegbola brings together Reva Minkoff and Craig Graham’s answers to PPC Live community questions about budget-constrained Smart Bidding.
IndependentPPC Live
PPC LiveWritten byAnu Adegbola
Why early ChatGPT Ads results are hard to benchmark
Brooke Osmundson compares early public accounts of ChatGPT advertising and explains why they do not yet provide a reliable universal benchmark.
IndependentSearch Engine Journal
Search Engine JournalWritten byBrooke Osmundson
Why questioning AI still matters in PPC
Kirk Williams makes the case for challenging AI claims while continuing to experiment with the technology.
IndependentZATO
ZATOWritten byKirk Williams
What Microsoft’s holiday research means for campaign planning
Danielle McMeekin presents Microsoft Advertising’s research on holiday shopping, AI-assisted discovery and the timing of purchase journeys.
Official
Microsoft Advertising
Written byDanielle McMeekin
Build a pipeline measurement story finance can inspect
Natalia Hernandez explores how marketers can connect campaign activity with the pipeline measures finance needs.
Independent
PPC Hero
PPC Hero
Written byNatalia Hernandez
How to interpret Google Ads ROAS benchmarks
Vimal Bharadwaj breaks down Optmyzr’s Google Ads return-on-ad-spend findings by spending level and business category.
IndependentOptmyzr
Optmyzr
Written byVimal Bharadwaj
Improve the signals your advertising automation learns from
Brooke Osmundson argues that increasing automation makes measurement choices more consequential.
IndependentSearch Engine Journal
Search Engine JournalWritten byBrooke Osmundson
What a Google Ads CTR benchmark can and cannot tell you
Vimal Bharadwaj explores click-through-rate differences across Google Ads campaign types, account sizes and business categories using Optmyzr’s research.
IndependentOptmyzr
OptmyzrWritten byVimal Bharadwaj
What early ChatGPT Ads practitioners learned
Boluwa Olojo interviews six marketers about their early experience with ChatGPT Ads.
IndependentPPC Live
PPC Live
Written byBoluwa Olojo
Design B2B campaigns for a buying group
Michelle Wiltz considers why campaigns aimed at a single decision-maker can stall when a business purchase depends on several people.
IndependentPPC Hero
PPC Hero
Written byMichelle Wiltz
Why YouTube needs its own paid-media strategy
Sarah Stemen argues that advertisers weaken YouTube tests when they bring search-campaign expectations to a video environment.
IndependentSearch Engine Journal
Search Engine Journal
Written bySarah Stemen
Written byLaura I. Abreu
Where email placements fit in paid-media planning
Jonathan Kagan, with contributions from Brandon LaRocco and Patrick Dunfey, examines advertising placements in email environments such as Gmail and Outlook.
IndependentSearch Engine Journal
Search Engine Journal
Written byJonathan Kagan
Connect demand-generation budgets to buying progress
Emanuela Mafteiu explores how demand-generation teams can explain their investment when every budget line is under pressure.
IndependentPPC Hero
PPC Hero
Written byEmanuela Mafteiu
Review the targets your Smart Bidding strategy is following
Frederick Vallaeys examines what it means for Smart Bidding to operate closer to the targets advertisers set.
IndependentOptmyzr
OptmyzrWritten byFrederick Vallaeys
Which campaign boundaries still matter with AI?
Navah Hopkins considers which parts of campaign structure remain useful as advertising platforms automate more decisions.
IndependentSearch Engine Journal
Search Engine Journal
Written byNavah Hopkins
Read paid-search benchmarks against the right calendar
Brooke Osmundson examines a quarterly advertising report through the context of prior-year comparisons, promotional timing and changing search behaviour.
IndependentSearch Engine Journal
Search Engine JournalWritten byBrooke Osmundson
What one early ChatGPT Ads test can teach you
Mery Hayles reviews an early ChatGPT Ads test alongside Adthena’s monitoring of advertising activity.
IndependentPPC Live
PPC Live
Written byMery Hayles
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