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.…
When a buyer asks AI what to choose, the answer names two or three brands and skips the rest. Freshpet is one of the brands consistently cited. Screenshot of Google SERP for [best refrigerated dog food] featuring Freshpet, August 2026 AI Overviews Consistently Cite Freshpet By Name On August 20, in this live session, Freshpet’s…
Rightly or wrongly, publisher discoverability has been taken care of by search for years. Traffic from Google was and is so valuable – and in recent times, so vast from Discover – that reach has never been a problem. Not until very recently. As behaviors, platforms and the internet morph into something less website-friendly, business…
When I was growing up, there were few words more devastating than “poser.” I still remember getting called one during my freshman year of high school after showing up in a pair of DC skate shoes. It didn’t matter that I genuinely liked them. Someone decided I hadn’t “earned” them, that I was trying on…
I have dozens of conversations per week with folks in growth and marketing, ranging from directors, VPs of marketing, and CMOs to SEOs in the nitty-gritty day-to-day. Many of my conversations involve measurement. This is an increasingly challenging topic as traditional SEO metrics are breaking down with the advent of AI answers. Much of the…
X (formerly Twitter) seems to be dominated by videos when you open the app or access the site — and if the news of the day happens to be something violent or disturbing, it can be easy to stumble across content that you don’t want to see automatically playing. The safest way to avoid disturbing…
Every fandom has its lore. ENHYPEN has an entire universe. What began as the vampire imagery woven through the K-pop group’s 2020 debut has evolved into DARK MOON, a supernatural franchise spanning Webtoon, anime, music, and its own devoted online fandom. But ENHYPEN’s commitment to storytelling doesn’t stop there. As the group prepares to release…
A movie date can tell you a lot about a person. For some women who went to see The Odyssey, it may have told them too much. Since Christopher Nolan‘s epic arrived in theaters, women have been sharing what happened when their dates encountered Odysseus, the Trojan Horse, and nearly 3 hours of Greek mythology.…
Google has finally separated generative AI visibility from the rest of the data in Search Console. On June 3, 2026, Google announced dedicated Generative AI performance reports for Search and Discover. The announcement fell on my birthday, which felt briefly thoughtful until I realized the gift was all impressions and no clicks. The Search report…
For years, you could gauge local visibility by checking the map pack and a page of organic results. These have always mattered, but now, the same business details that feed them are also powering AI assistants. Instead of presenting a page full of options, an assistant responds with just a few names. This change emphasizes…