I’ve recently learned that YouTube is testing an innovative search feature called “Ask YouTube”. This aims to make searching on YouTube more conversational and interactive, just like Dave from YouTube explained. It deepens our interaction with content, allowing us to explore topics with more depth.
What it looks like. I had the chance to see it in action through a captivating GIF:
How can I try it? If, like me, you’re curious to test this feature, visit youtube.com/new. There, you can opt-in to experience this new way of interacting with YouTube.
Currently, this experiment is only open to Premium users in the US who are 18 and older. However, Google has plans to expand access soon, which is promising for non-Premium users.
What it does. Here’s an example shared by Dave from YouTube:
“If you’re in the experiment, you can try it out by selecting “Ask YouTube” in the search bar. For instance, you might ask for help planning a 3-day road trip from San Francisco to Santa Barbara. Instead of just a list of videos, you’d receive a detailed, step-by-step itinerary. The response incorporates a mix of long-form videos, Shorts, and informative text, featuring local tips and must-see stops. You can even ask follow-up questions, like “where can I find good coffee?” to discover local gems along your journey. This approach surfaces various videos and video segments, complete with titles and channel details, making it easier to find new creators and content that matches your search.”
Why we care. The integration of AI search is becoming prevalent in all Google platforms, and YouTube is joining this transformation. We should anticipate more AI-enhanced search experiences across various Google services as they evolve over time.
For more insights and updates, you can check out detailed coverage on Techmeme.
Today, I had the pleasure of speaking with the leadership team at TruSkin, the creators of Amazon’s #1 rated Vitamin C serum. In collaboration with First Page Sage, they’ve thrived by teaching consumers that true skincare success comes from dedication and expert advice. Together, we explored how both brands gain consumer trust by emphasizing that the best outcomes are cumulative, not immediate.
First Page Sage: Your Vitamin C serum tops the charts on Amazon. How do you ensure customer fidelity for a product with gradual results?
TruSkin: Openness and education are crucial. Effective skincare is a commitment over weeks, not overnight. While our serum offers immediate brightening, the deeper effects like smoother skin take time. We provide upfront guidance through educational content, detailing how vitamin C functions, setting realistic timelines, and promoting our gentle, science-backed formulations for sustainable results. Just like First Page Sage, we thrive on honesty about the process, using SEO strategies that rely on consistent, strategic efforts rather than quick fixes.
First Page Sage: What tactics do you employ to keep customers committed to achieving more profound results?
TruSkin: We emphasize ingredient transparency, dermatologist verification, and social proof. Customers can see exactly what’s in our products and why it matters for their skin. Our third-party testing adds credibility, and with over 150,000 reviews, our product’s effectiveness is well supported. Furthermore, subscription models encourage users to remain steadfast in their routines to fully unlock the benefits. This approach mirrors how First Page Sage uses transparency, case studies, and tracking, allowing organic visibility and results to flourish over time.
First Page Sage: What common misconceptions do consumers have about vitamin C serums and anti-aging products?
TruSkin: Many believe higher vitamin C percentages assure better results, which is not true. The focus should be on stability, pH balance, and skin compatibility. Our Sodium Ascorbyl Phosphate formula provides stability and less irritation than standard L-Ascorbic Acid, allowing consistent use without discomfort. It’s consistency that brings results, not just potency. Similarly, First Page Sage finds that strategic, high-quality SEO outperforms mere content volume or keyword stuffing.
First Page Sage: In an industry full of promises for instant results, how do you differentiate while promoting patience?
TruSkin: Quick fixes usually involve harsh chemicals damaging the skin over time. Our focus is on long-term skin health through pH-balanced and skin-compatible formulas. We educate our audience about the superiority of our SAP vitamin C form and avoid misleading ‘percentage races,’ favoring nourishing and clinically effective ingredients that deliver real results. This resonates particularly with Millennials and Gen Xers who value wellness and sustainable results over quick fixes.
First Page Sage: What advice would you give to brands selling products or services that require time to see results?
TruSkin: Establish credibility and maintain transparent communication throughout the customer’s journey. Utilize third-party endorsements, and provide educational content to explain the importance of the process, celebrating milestones along the way. For skincare, this could mean showcasing early improvements like increased glow or hydration. Above all, be truthful. Reliable brands don’t overpromise but ensure consistent, science-backed outcomes with clear communication.
I find it quite fascinating how the world of search has transformed over the years from manual PPC efforts to AI-driven systems. Reflecting on Ginny Marvin’s journey offers a glimpse into these dynamic changes and underscores the importance of staying curious and adaptable as marketers.
My journey into PPC wasn’t fueled by a master plan but rather by a desire to reinvent myself professionally. Transitioning from print publishing and advertising sales, I found myself at a crossroads when the startup magazine I had helped establish ceased operations. That pivotal moment pushed me towards digital marketing, starting from entry level.
Starting fresh meant embracing the unknown. As Marvin put it, she didn’t know what she was doing initially, which makes her story relatable for anyone starting anew. This fresh start paved her path into search marketing, eventually leading her to significant roles at Search Engine Land and Google as the Google Ads Liaison.
During our interview, Marvin shared insights into the evolution of paid search, highlighting common misconceptions marketers still hold, and emphasized how the next era of search will value curiosity over control.
Interestingly, PPC clicked for me faster than SEO. My initial foray into the industry was through SEO at a small agency, but I quickly discovered my passion when the paid search manager took a vacation, and I temporarily managed the campaigns. This experience showed me the power of PPC’s speed and measurability, especially coming from a print background where results were slow and uncertain.
Marvin observed that Google’s clear focus and rapid iteration were key to outpacing competitors like Yahoo and Microsoft. Google’s relentless enhancement of its offerings to align with advertiser needs set it apart and solidified its leadership in the industry.
I remember the early days of PPC being a manual slog full of exhaustive keyword lists and precision-targeted campaign strategies. We spent hours meticulously crafting keyword combinations, but today’s campaigns are more sophisticated and goal-oriented, aligning more naturally with business objectives rather than conforming to platform constraints.
When Search Engine Land was in its infancy, Marvin was also establishing her footprint in the search field. The platform quickly became essential for industry news, insights, and expert analyses, fostering professional growth by making information accessible.
One standout characteristic of the search community, as Marvin noted, is its openness to sharing and collaboration. People have always been generous about sharing their experiments, successes, and failures, recognizing that ongoing learning benefits everyone. This spirit of community has been a cornerstone in my own career development.
Regarding AI, Marvin asserts that it’s not as novel as many perceive. Although the rapid advancements fueled by large language models seem sudden, machine learning has been embedded in systems like Google Ads for years, refining aspects like Smart Bidding and close variants.
The real shift lies in consumer behavior, where search patterns have become increasingly complex and diverse. With people using images, voice, and multimodal inputs, modern search engines understand intent beyond simple keywords, necessitating a comprehensive view of the customer journey.
Despite all these changes, the essence of search success remains tied to business results. What’s different now is the enhanced ability to accurately measure outcomes and align campaign activities with strategic business goals, highlighting the critical role of data and first-party signals.
Looking ahead, Marvin champions curiosity as the trait that will define successful marketers over the next two decades. Adaptability, understanding customer behavior, and proactively learning new technologies like AI will keep marketers ahead of the curve.
Marvin candidly remarks that while PPC marketers often claim to embrace change, they can be resistant when major shifts occur. Her advice is to adopt a long-term perspective because seemingly abrupt changes often have deep-seated, gradual developments.
Experimentation is key, according to Marvin. Even if a new feature doesn’t yield immediate success, dismissing it entirely could be shortsighted. As platforms and capabilities evolve rapidly, what didn’t work before might succeed now, and clinging to outdated methods could hinder progress in the evolving search landscape.
Reflecting on her career, Marvin expressed pride in the resilient and collaborative nature of the search community. Her contributions at Search Engine Land and Google have always been geared towards fostering an informed and empowered marketing community. To her, “by marketers, for marketers” is more than a motto; it’s a driving mission.
In my latest dive into the world of AI commerce, I discovered that over 77% of people, like myself, are tapping into AI to make shopping decisions. However, when it comes to allowing it to spend our money, trust dramatically drops.
When we consider the current landscape of AI shopping, tools such as ChatGPT and Google Gemini are becoming staples for weekly shopping routines. They help us compare prices and perform product research, but hand over our credit cards? Not so fast.
From the research conducted by Exploding Topics, discomfort still looms around AI’s potential to handle our payments. Even though I’m using AI more, especially for researching the best deals, there’s still significant skepticism about allowing AI to make autonomous purchases.
Fast forward to the future, our shopping habits might evolve, but certain barriers, such as consumer trust, will need to be addressed for AI to play an even larger role.
Here are some quick insights: 77.6% of us have used AI for shopping in the last six months, with 43.21% using it weekly. AI influences purchase decisions for clothing and technology, but when it comes to storing payment details or allowing autonomous purchases, the hesitation persists.
People like me are cautious, with the mode average for trusting AI to spend being a whopping $0. The uncertainty is real, but one thing’s for sure, AI in commerce isn’t going anywhere.
For businesses, leveraging tools like Semrush’s Exploding Topics Pro could provide insights into these AI shopping trends, ensuring they stay ahead in this evolving market.
Download the complete findings for a deep dive into the data and discover potential strategies for tapping into this growing AI-driven shopping landscape.
On PPC Live The Podcast, I had the opportunity to chat with Pete Bowen, a seasoned Google Ads expert with a keen focus on B2B lead generation.
Pete shared that throughout his career, he learned two pivotal lessons: never neglect the fundamentals, and don’t assume everything around your ads is functioning perfectly just because the campaign appears fine.
The Currency Mistake That Cost 10 Times the Budget
In our discussion, Pete recounted an incident where a South African client’s account was mistakenly set to the UK currency, leading to a spend ten times higher than planned. Initial results looked impressive, but the oversight eventually set unrealistic expectations and cost the client relationship.
Why Checklists Protect PPC Teams
The lesson here is to incorporate learning into a formal process. For instance, implementing a currency check in initial setups can transform frustrating mistakes into reliable, repeatable safeguards.
The Bigger Problem: System Decay
Beyond errors in setup, Pete discussed a more insidious issue: “system decay.” This involves the gradual breakdown of the infrastructure linking ads, tracking, CRM, and sales processes, often without detection.
Why Conversion Data Failures Hurt Performance
If conversion data flow is disrupted, Google’s algorithms miss out on critical optimization feedback, resulting in reduced spending, declining performance, or campaigns that seem to halt unexpectedly.
PPC Managers Need to Look Beyond the Interface
A common error among advertisers is focusing solely on Google Ads. Optimal performance involves the whole journey, from click to conversion to revenue, and any disruption can diminish results.
What to Do When Conversion Tracking Breaks
Priority number one is identifying and fixing the root of tracking failure quickly. Leveraging data exclusions to prevent poor data from affecting optimization is crucial, as is implementing monitoring systems to catch recurring issues early.
The Danger of Optimising for Clicks
Pete highlighted another frequent mistake: prioritizing clicks over outcomes. Without effective conversion tracking, advertisers might end up with significant traffic that yields few leads or sales.
Why Performance Max Needs Strong Tracking
Automation tools like Performance Max can exacerbate this issue if they receive misleading signals. Accurate conversion data is essential before making the most of automated tools.
Why Bid Strategies Need Guardrails
Google’s powerful bidding systems optimize based on the success criteria provided by advertisers. Clear objectives, reliable data, and sensible constraints like CPC limits are needed to prevent extreme results.
Testing AI Features Carefully
With new AI tools, the risk isn’t of premature testing, but of testing without clearly defined success metrics. Beyond just impressions and clicks, the focus should be on impacting qualified leads, sales, and overall revenue.
The Problem with “Always Be Testing”
Pete also challenged the constant testing philosophy. Many accounts lack the data volume to effectively run small tests, so energies are often better directed towards strengthening core practices than chasing minor improvements.
The Key Takeaway
The overarching lesson is that mistakes are valuable if they lead to robust systems. Each error should translate into a checklist, a monitoring strategy, or a preventive measure to ensure it doesn’t recur.
Have you ever wondered which domains lead the way in the world of AI citations, specifically with giants like ChatGPT and Gemini? I’ve delved into a staggering 58.6 million AI citations to uncover the patterns and top-performing sites dominating this space. Join me as I share insights into these trends and explore strategies to boost your own citation share.
The AI industry is bustling with innovation and adaptation. Identifying which domains stand out can give us valuable insights into the digital landscape’s future. Let me walk you through the journey of how these insights can be leveraged for growth and visibility in this ever-evolving domain.
When I learned about Adthena’s new Google Ads-to-ChatGPT conversion tool, I was immediately intrigued. This innovation allows advertisers to seamlessly repurpose their existing search campaigns for ChatGPT, simplifying budget shifts and campaign setup.
What’s happening? Adthena has introduced AdBridge, designed to translate Google Ads campaigns into formats suitable for ChatGPT advertising. The concept is straightforward: leverage what already works instead of starting from scratch.
The tool evaluates advertisers’ search campaigns to compile keyword lists, identify negative keywords, and gain competitive insights, ready for direct application in ChatGPT campaigns. It identifies which brands dominate certain auctions, their frequency, and the prompts triggering these placements, offering more than just a simple copy-and-paste solution.
Why it matters to me. Adbridge has significantly reduced the effort needed to reallocate my advertising budget from Google Ads to ChatGPT. By reusing existing keywords and insights, I can test and scale ChatGPT ads with minimal risk. As the platform expands, tools like this lower entry barriers, potentially speeding up ChatGPT’s adoption as a viable performance channel.
As Adthena’s CMO, Ashley Fletcher, mentioned, the goal is to prepare campaigns to run directly, mimicking the CSV-based workflows familiar across major platforms.
Early testing feedback. Adthena has already conducted numerous sessions with large enterprises experimenting with the tool, highlighting growing demand from advertisers eager to expand their presence in ChatGPT’s nascent ad environment.
Reading between the lines. This goes beyond just convenience—it’s building momentum. Advertisers testing ChatGPT ads face challenges like restricted inventory and scale. By easing campaign deployment, Adthena is positioning itself to facilitate quicker adoption as these challenges diminish.
A closer look. AdBridge is part of Adthena’s broader strategy, accompanied by Arlo, an AI assistant that lets advertisers query performance data and compare results across ChatGPT and search campaigns. Together, they indicate a future where AI-driven ad management mirrors existing search workflows.
The backdrop. OpenAI rapidly evolves its ad offerings—quietly launching an ads manager, lowering minimum spend limits, and introducing flexible pricing models. Collaborations with firms like Criteo and Smartly point to a burgeoning ecosystem.
The bottom line. As ChatGPT ads race to compete for search budgets, the ease of transition facilitated by tools like Adthena may determine the winners. Adthena aims to lead that charge.
As I delve into the concept of net information gain, I’m uncovering its immense importance in Answer Engine Optimization (AEO). This isn’t just a theoretical pursuit; it’s about translating original insights, real experiences, and clear opinions into a framework that enhances rankings and AI citations.
Understanding net information gain transforms how we approach content creation. It’s not just a buzzword; it’s a tangible metric that drives meaningful AI advancements. By focusing on genuine informational value, I can elevate content beyond mediocrity and into a realm where it truly resonates with both users and algorithms.
I’ve observed that when I infuse content with authentic insights and leverage my personal experiences, search engines and AI systems notice. It’s this distinct edge that propels content to the forefront, ensuring it isn’t just seen but valued and referenced.
Embracing net information gain is my key strategy for thriving in the competitive AI landscape. By consistently prioritizing substance over superficiality, I position myself — and my content — to challenge and outshine AI content mediocrity.
I’m sure if you’re here, you’re as passionate about SEO as I am. With over a decade of experience in agencies, I’ve seen a lot.
Working in agencies allowed me to hone my skills, collaborate with top talent, and partner with some of the world’s leading brands.
In my agency days, I wore many hats—from technical SEO and content marketing to business development.
Switching to in-house SEO was a major shift. Here are the seven insights I’ve gained from this transition.
1. Owning performance changes how SEO is evaluated
In an agency, a performance drop means quickly drafting a report before moving on. But in-house, handling that report is just the beginning of the journey.
I’m the one who has to interpret those numbers and turn the data into a strategy that improves outcomes.
Understanding this changed my whole perspective. Every dip in performance feels like putting my whole SEO strategy on trial.
It’s intense being directly accountable, but owning the outcome is powerful.
In agencies, a polished slide deck was the endpoint. Now, execution is everything. It’s not enough to have a pretty report. It’s about executing and measuring the impact.
Being in-house, I realized you need everyone—from designers to developers—in alignment to see success. It’s challenging but crucial.
I discovered that moving the needle involves translating plans into concrete actions. Working cross-functionally is vital in this regard.
Executing powerful strategies means working closely with every department involved. It’s messy at times, but it makes you grow exponentially.
3. The shift from agency partner to internal stakeholder
Moving in-house meant I became the client. It’s a unique opportunity to apply all my agency insights and decide the kind of client I want to be.
I’ve worked with all sorts of clients in the past, and that experience shaped me into the partner I aspire to be now.
Being patient, collaborative, and empathetic to the team’s goals helps foster a better working environment.
4. Storytelling matters more than strategy
Technical SEO is my forte. Watching metrics improve is fulfilling, but to others, it’s just numbers.
Storytelling turns those metrics into a narrative that executives understand. Crafting a compelling story around your work is key to showing its true value.
By translating technical work into clear, impactful stories, you can highlight its importance and application.
Success in SEO demands a team effort. In-house means working together across different functions. You can’t just operate in isolation.
Having allies in engineering or product management transforms ideas into reality. Building relationships with them is crucial.
6. Taking initiative and trusting your judgment
I’ve always been encouraged to take initiative. In-house, this advice is golden. Acting decisively can lead to breakthroughs—waiting could mean missed opportunities.
My experience has taught me to trust my instincts and push forward, even without explicit permission.
