There are three inevitabilities in life. Death, taxes, and big tech companies dumping on the little guy. As zero-click searches reach an all-time high and content is stolen and repurposed for the gain of the almighty tech loser, there’s only one viable solution. To paywall. To create a value exchange that reduces reliance on third-party…
A few weeks ago, I was given access to review a confidential OpenAI partner-facing report, the kind of dataset typically made available to a small group of publishers. For the first time, from the report, we have access to detailed visibility metrics from inside ChatGPT, the kind of data that only a select few OpenAI…
The conversations shaping PPC this week focused on how AI interprets intent, how holiday demand played out across Shopping and Performance Max, and how Google is adding more automated language directly into ads. Google shared more clarity around AI Max, while Adalysis shared AI Max match type behavior, retail analysts broke down early Cyber Monday…
AI visibility plays a crucial role for SEOs, and this starts with controlling AI crawlers. If AI crawlers can’t access your pages, you’re invisible to AI discovery engines. On the flip side, unmonitored AI crawlers can overwhelm servers with excessive requests, causing crashes and unexpected hosting bills. User-agent strings are essential for controlling which AI…
YouTube is rolling out title A/B testing globally to all creators with access to advanced features, expanding the testing capability beyond the select group that had early access. The announcement came via the platform’s Creator Insider channel, clarifying how the feature works and addressing common questions from creators. Title A/B testing joins thumbnail testing in…
Your campaigns are only as strong as the pages they lead to. You can have the most targeted ads, the sharpest copy, and a budget that makes your CFO nervous. But if your landing page doesn’t deliver on what the ad promised, you’re leaving money on the table and feeding poor signals back into your…
I’m not someone who’s drunk much of the AI Kool Aid. I have sipped it. Swilled it around my mouth like you would an 1869 Château Lafite Rothschild. But I’ve seen enough cult documentaries to know you should spit it back into the glass. Do I love the opportunities it’s provided me in a work…
Adobe just paid $1.9 billion for Semrush. Not for the LLM tracking dashboards. For the platform, the customer relationships, and the distribution. Contrast: Investors poured $227 million into AI visibility tracking. Most of that went to tracking dashboards. The companies shipping outputs from agentic SEO raised a third of that. Adobe’s acquisition proves dashboards were…
Doc Brown’s DeLorean didn’t just travel through time; it created different timelines. Same car, different realities. In “Back to the Future,” when Marty’s actions in the past threatened his existence, his photograph began to flicker between realities depending on choices made across timelines. This exact phenomenon is happening to your brand right now in AI…
Performance Max (like the more upper-funnel Demand Gen) is different enough from other Google Ads campaigns that it requires a different approach, even if the underlying search behavior and marketing principles are the same as they’ve always been. For what it’s worth, Performance Max is typically not the first campaign to launch in any account.…