In 2026, I’m witnessing an exciting transformation in the world of public relations. New trends are shaping how I approach PR in this AI-driven era.
Among these trends, Answer Engine Optimization (AEO) stands out, changing the way I prepare for search queries that don’t require clicks. I’m also adapting to the rise of zero-click searches, which demand more sophisticated strategies.
Additionally, I’m personalizing my pitching techniques more than ever before, ensuring that my messages resonate on a personal level. Newsletters are becoming a critical tool for me, offering direct and reliable communication channels with stakeholders.
Speed in crisis management is no longer negotiable; it’s a necessity. I am constantly enhancing brand authority to build trust and resilience in the face of challenges.
These changes are rewriting the traditional PR playbook, and I’m eager to see how they continue to evolve. Embracing these innovations is key to staying ahead in the rapidly changing PR landscape.
I recently discovered that uncontested ads might be silently eating away at my holiday budget. Even when I’m the sole bidder, my CPCs remain stubbornly high. Here’s how I began to reclaim those wasted dollars.
This holiday season, Google Search and Shopping Ads are projected to surpass a staggering $70 billion in spending. However, many advertisers, myself included, overlook a critical flaw in Google’s auction system that drains our funds—even in the absence of competitors.
The team at BrandPilot identifies this issue as the “Uncontested Google Ads Problem,” a significant yet often ignored source of wasted ad spend during peak times.
During SMX Next, I learned from John Beresford, the Chief Revenue Officer at BrandPilot, about a little-known quirk in Google’s auction logic. It’s fascinating how this can lead advertisers like me to overspend on our brand terms, shopping placements, and category keywords because Google doesn’t automatically lower our CPCs when no one else is bidding.
Instead of enjoying lower costs as the sole bidder, I found myself paying the same high rate as if competitors were still active. It’s a situation that unfolds thousands of times a day for major brands, and like me, many marketers don’t even realize it.
In John’s session, we explored:
Understanding why “competition gaps” are far more frequent than we think.
Discovering how uncontested moments can warp CPCs, even on brand keywords.
The potential of real-time auction visibility—and how AI is revolutionizing the field.
He also shared how advertisers are deftly reclaiming wasted spending and channeling it back into growth, without giving up impression share, traffic, or revenue.
Identify why CPCs are artificially high when competitors are missing.
Calculate the true financial impact of the Uncontested Ads Problem on your budget.
Execute AI-driven bidding and suppression strategies to avoid self-bidding and increase ROAS.
If you’re managing Google Search or Shopping campaigns this holiday season, this session is a must-see. Learn how to keep Google from sneaking off with your budget and start converting those savings into real performance improvements.
As someone who deeply values efficiency in my digital marketing strategies, I’m excited to introduce Profound Workflows—a revolutionary automation layer designed specifically for the AI search era. This innovative tool is set to reshape how we manage content operations, offering a significant leap in productivity.
With Profound Workflows, I can now audit, analyze, and optimize content on a large scale with ease. Thanks to its automated processes, it takes the heavy lifting out of content management, enabling me to focus on strategic decisions rather than getting bogged down by manual tasks.
The integration of research-backed insights ensures that every piece of content I work with is not only optimized for search but also tailored to meet user needs. This streamlined approach reduces my workload while enhancing our growth trajectory.
For marketers like me, using Profound Workflows means embracing a seamless transition into the future of AI-enhanced content management—where manual effort is minimized, and operational growth is expedited.
In 1997, Apple launched a groundbreaking campaign that I often think about: “Think Different”. It celebrated those who dared to break the mold, challenging norms to change the world. Apple grasped a vital truth: the constraints stifling creativity weren’t real; they were assumed, passed down through tradition.
Fast forward to today, and I see that marketing finds itself in a similar “Think Different” moment. The barriers that once constrained our industry have vanished. Thanks to technology, AI generates countless variations, data platforms provide up-to-the-minute insights, and orchestration tools bridge every channel instantaneously.
Yet, I notice many marketers are still functioning within an outdated paradigm. They wait for others—the data teams, creative teams, or engineers—to move projects along, not realizing technology has already unlocked those doors.
We no longer need to follow a linear, assembly-line process that passes tasks from one department to the next. The box has disappeared, but old habits die hard.
Here’s to the marketers who refuse to wait for approval
I find inspiration in those who see a customer need at 3 p.m. and launch a personalized campaign by 4 p.m., driven by urgency rather than seeking permission.
These are the marketers who don’t send multiple briefs to multiple teams—they pull the data, create content, and execute campaigns independently. Not to sideline experts, but to seize on moments that matter now.
Their constant experimentation, running multiple tests and iterations, proves essential in crafting insights. They know, as I do, that perfection comes from trial and error, not waiting around for analysis.
Here’s to the ones who see campaigns where others see dependencies
For them, it’s not about passing data to an analytics team; it’s about directly accessing and utilizing customer insights instantly.
They bypass traditional creative approvals with AI tools that produce tailored assets swiftly, enabling personalization on a grand scale.
They aren’t beholden to engineering delays but leverage orchestration platforms to automate journeys smoothly, sans tickets.
They’re not reckless nor cowboys
Instead, they work at the speed technology allows, guided by strategic thinking and judgment rather than rigid processes.
This ethos is at the heart of Positionless Marketing: using Data, Creativity, and Optimization powerfully and in tandem, not due to a lack of specialists, but because technology removed those earlier dependencies.
This isn’t just about speed; it’s about potential
In times when marketers managed long processes, their role was merely about coordination. Today, I see it as enabling potential, pushing everyone, including you and me, to do what we’re capable of with unchained boundaries. I no longer see the brief as a roadblock, but a stepping stone to instant creativity and autonomous coordination.
Teach people to think outside the box by showing them there is no longer a box
Now, I can see how the data analyst can transcend report creation to build real-time predictive models. The campaign manager can independently design, test, and optimize entire journeys. The creative strategist can not only craft briefs but execute ideas across platforms.
This is the real impact of technology; not just getting the work done, but dismantling barriers that once held us back, releasing the talents we’ve always possessed.
The Positionless Marketers of today are doing the same thing
They refuse to delay action when immediate responses are needed. They reject the notion that insights take forever when available in seconds. They aren’t bound by bygone constraints.
By thinking differently, not for defiance’s sake, but because the past ways no longer align with the new potential.
Apple once said, “The people who are crazy enough to think they can change the world are the ones who do.” In our era, those who believe they can seamlessly deliver customized experiences and instigate rapid-fire campaigns without relying on dependencies will lead the charge.
The constraints are gone. The assembly-line marketing box can no longer exist.
I’ve witnessed firsthand how AI agents are taking over traditional browsing methods by executing tasks directly. This shift makes web clicks and the funnels that depend on them increasingly obsolete.
In this evolving landscape, it’s crucial for brands like mine to optimize for machine users. Becoming favorable to AI systems will determine which brands succeed moving forward.
As someone deeply involved in PPC marketing, planning and managing budgets across various paid media channels has become a vital skill in my toolkit.
I’m perpetually tasked with determining how to allocate spending across channels, handling significant budget fluctuations, and deciding whether to set total or daily budgets.
In the world of AI-driven ad platforms, campaign budgets are one of the few areas I still have full control over, and so they demand thoughtful attention.
Depending on my business model, I may have varying degrees of input into the overall paid media budget, but I usually have the reins when it comes to distributing that budget across channels and campaigns.
My strategy begins with assessing the total budget available. It’s unwise to spread a modest budget across too many campaigns, as this limits the platforms’ capacity to gather data and drive effective results.
However, with a larger budget, exploring new testing channels or campaign styles becomes feasible.
For instance, if my efforts in paid search are maxed out and additional budget is available, I might allocate some to Google Demand Gen or social channels to see how they perform.
Considering the brand’s current awareness level is crucial. If building credibility is still ongoing, focusing on social prospecting could enhance visibility and audience building for future retargeting.
Another factor is my ability to support campaigns requiring creative assets. If getting creative approved is challenging, keeping budget in paid search might be more pragmatic, with plans to expand to other channels once assets are ready.
When making budget decisions, I ensure not to view individual channels or campaign types in isolation. It’s important to understand how they might affect each other and leverage data to guide these decisions.
For instance, if I launch a YouTube campaign that raises product awareness, I might notice improved conversion rates in search, with video viewer remarketing audiences performing well.
Even if direct conversions from YouTube are minimal, data might show improved overall conversion efficiency, justifying an ongoing budget for both YouTube and search.
When mapping out annual budgets, aligning them with peak buying times or potential slumps specific to the industry at hand is vital.
Ecommerce brands may raise budgets around holiday seasons, while B2B brands might choose to invest earlier in the year.
Historical data can be a guide, and tools like Google Trends offer insights into monthly trends for relevant keywords.
Unexpected budget shifts are common, whether due to financial constraints or last-minute fiscal year decisions. I’m prepared to adapt by pausing campaigns or reallocating budgets where they’ve proven efficient.
Opportunities to increase budgets prompt a focus on campaigns that are currently capped and performing efficiently. However, I avoid increasing budgets too rapidly, to prevent inefficiencies.
Finally, selecting between total or daily budget types is a frequent consideration. Short campaigns or ones with strict budget limits benefit from a total budget, while ongoing campaigns are better suited to daily budgets.
I’m mindful of spending spikes and aim to avoid overspending, especially when adjusting budgets mid-month.
Having a budget strategy that’s adaptable to ongoing and exploratory efforts, while considering the unique nuances of each platform, is key to successful paid media campaign management.
I’ve discovered that mastering the Google Ads search terms report can revolutionize my targeting strategies, help cut unnecessary costs, and uncover exactly what potential customers are searching for.
You might believe you’ve got the hang of the Google Ads search terms report, but this crucial tool is often overlooked or misapplied. Let me share five personalized tips that can enhance the effectiveness of your campaigns, by using the search terms report effectively.
Keywords vs. Search Terms: A quick refresh
When I speak about keywords and search terms, the distinction can get blurry. Here’s a clear breakdown:
Keyword: It’s the word or phrase I add to my Search campaign to indicate the types of searches I want my ads to appear beside.
Search term: This is the actual phrase a user typed into Google that triggered my ad.
My ads appear for a search query and create a search term in my account due to:
Manually entered keywords.
Keywordless targeting using tools like Shopping Ads, Dynamic Search Ads (DSA), AI Max, or Performance Max.
Which campaign types have a search terms report?
The search terms report isn’t exclusive to Search campaigns; it’s available across various campaign types utilizing search queries:
Search Campaigns (can be keyword-based or keywordless via AI Max)
Shopping Campaigns (keywordless)
Performance Max (keywordless)
All these campaign types enable me to add negative keywords, helping fine-tune the targeting either through keyword lists or specific ad group levels. Regardless of the type, the search terms report remains my primary tool for understanding user intent and how ads align with real searches.
Tip 1: Your search terms have match types, too
Interestingly, every search term also has a match type, distinct from keyword match types. Here’s how I think about it:
A keyword match type is the rule I set for Google.
A search term match type reflects Google’s judgment on the alignment of a user query with that rule.
For instance, even if I set a broad match, the triggering search term may be seen as an “exact match close variant.” By exporting the search terms report into a pivot table by match type, I get a clear performance view, aiding in my optimization decisions.
Tip 2: The search terms report isn’t just for adding negatives
A common misstep I see is adding too many negative keywords from the search terms report. It’s important to add irrelevant queries as negatives, but needing to negate over 10% signifies deeper issues. Before jumping into adding negatives, I reassess my targeting strategy:
Are my keywords too broad?
Should I consider a narrower match type?
Is it time to turn off AI Max?
Do I need to refine my product feed for better matches?
By refining targeting from the outset, the amount of irrelevant traffic—and consequently the need to add negatives—diminishes. It’s crucial to be precise with how I match negative keywords to avoid conflicts.
Tip 3: Customize your search terms report for DSA or AI Max
If I rely on keywordless features like DSA or AI Max, I tweak my report view for comprehensive insights. By selecting the right dropdown options:
DSA View: Reveals landing pages for each search term, highlighting DSA’s query-page connection.
AI Max View: Displays landing pages and RSA headlines, helping evaluate the effectiveness of features like URL expansion.
Tip 4: Don’t ignore the “Other Search Terms”
I always pay attention to the “Total: Other search terms” row at the search term report’s bottom. Though these queries are hidden, likely for privacy or low volume, their performance data are insightful. Comparing visible vs. non-visible search term performance guides my targeting adjustments.
If “other search terms” excel, broadening targeting or employing more broad match keywords or AI Max might be beneficial.
If they perform poorly, narrowing targeting or using exact match keywords or a stricter strategy like Target CPA could be advantageous.
Tip 5: Analyze your search terms alongside their respective keywords
This simple yet impactful practice involves adding a Keyword column to see the keyword responsible for triggering each search term. If certain keywords frequently lead to irrelevant terms, I consider pausing or replacing them, while elevating effective search terms into distinct keywords.
Get more from your Google Ads campaigns
The search terms report is my gateway into understanding user behavior and preferences. These tips extend beyond mere negative keyword adjustments, empowering me to make precise decisions for optimizing Google Ads campaigns.
This article is part of the Search Engine Land series, “Everything you need to know about Google Ads in less than 3 minutes.” Each edition by Jyll provides insights into Google Ads features for optimal results, all designed for a quick 3-minute read.
In the ever-changing world of digital marketing, I’ve discovered that Answer Engine Optimization (AEO) is now a vital strategy. It stands out as a way for businesses and content creators like us to remain relevant in today’s search ecosystems. Unlike traditional SEO, which primarily focuses on ranking web pages for keyword-driven queries, AEO is all about optimizing content to provide direct, concise, and accurate answers to user questions. This approach is particularly crucial for AI-driven answer engines such as Google’s AI Overviews, Bing’s Copilot, and conversational AI models like Grok.
Understanding answer engines has become essential for me. These platforms focus on delivering immediate, precise responses to user queries, rather than just a list of links. They utilize natural language processing (NLP) and machine learning to comprehend questions and pull relevant answers from indexed content. For instance, when someone asks, “What’s the capital of France?” answer engines respond with “Paris” instead of directing them to a webpage. This shift in user behavior towards expecting instant answers has made AEO a game-changing strategy.
I’ve noticed that AEO is particularly significant in the realm of voice search, mobile devices, and AI assistants. Users prefer quick, conversational responses. With predictions showing that over 50% of searches will be voice-based by 2025, optimizing content for answer engines becomes indispensable.
It’s clear to me how AEO differs from traditional SEO. While SEO aims to enhance a website’s visibility in search engine results pages (SERPs) using keyword optimization, backlinks, and technical tweaks, AEO focuses on structured, question-based content. For example, SEO might target a query like “best coffee shops in Seattle,” while AEO would aim to answer, “What are the top-rated coffee shops in Seattle?” with a concise and authoritative response.
To excel in AEO, I’ve learned that content needs to be:
Question-focused: Targeting specific questions that users are likely to ask.
Concise: Offering clear answers, typically within 50–100 words, suitable for featured snippets or AI responses.
Structured: Employing formats like FAQs, bullet points, or schema markup to make the content easily processed by AI.
Authoritative: Supported by credible sources or expertise to build trust with answer engines.
Here are some key strategies for mastering AEO that I’ve found effective:
Identify Common Questions: Utilize tools like Google’s “People Also Ask” and keyword research platforms to discover questions your audience frequently asks. For instance, a travel blog might aim to address, “What’s the best time to visit Japan?”
Create Concise, Direct Answers: Formulate responses that answer questions succinctly in 1–2 sentences, followed by supporting details. For example: “The best time to visit Japan is spring (March–May) for cherry blossoms and mild weather. Avoid the typhoon season in late summer.”
Use Structured Data: Implement schema markup, like FAQPage or QAPage schema, to help answer engines comprehend and prioritize your content.
Optimize for Featured Snippets: Organize content so it appears in Google’s “position zero” snippets using clear headings, lists, and tables.
Leverage Conversational Keywords: Emphasize long-tail, natural-language queries such as “How do I fix a leaky faucet?” rather than broad terms like “faucet repair.”
Build Topical Authority: Develop comprehensive content clusters around a specific topic to demonstrate expertise, enhancing the likelihood of being chosen as an answer source.
For me, AEO is not merely a trend—it reflects how people are consuming information in 2025. With AI-driven search becoming a mainstream aspect of life, businesses that ignore optimizing for answer engines may see a decline in visibility. AEO can significantly boost website traffic, bolster brand credibility, and establish your content as the go-to source for answers. For example, a well-optimized FAQ page might be featured in AI responses across various platforms, from Google to Alexa.
To get started with AEO, my first step is auditing my content for question-based queries. Analyzing engagement through analytics helps refine strategy. As answer engines evolve, staying ahead necessitates adapting to their algorithms and prioritizing user intent. By embracing AEO, I’m not merely optimizing for machines; I am meeting users where they are, providing the answers they seek right when they need them.
Inspired by this post on AnswerEngineOptimization.blog.
