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Category: PPC

OpenAI Unveils ChatGPT Ads: A New Era for Conversational Marketing

I’ve recently discovered that OpenAI is moving ahead with plans to introduce ads in ChatGPT, aiming for a launch as soon as February. This move signals a quicker than anticipated step into the vast world of advertising.

What’s happening. It’s fascinating to learn that OpenAI has begun testing these ads with selected advertisers. Unlike the traditional pay-per-click model, they are opting for a pay-per-impression (PPM) approach. The initial test appears limited, with advertisers spending less than $1 million each, and there are currently no self-service buying options.

Why we care. The introduction of ads within ChatGPT could revolutionize the advertising landscape by integrating with conversational AI. However, it seems that OpenAI’s initial model focuses on securing revenue over allowing advertisers to measure ad performance. Although this PPM model limits traditional performance tracking, it offers a unique opportunity for brands to access a protected, intent-driven space, potentially influencing the future of conversational advertisements.

Getting involved at this stage might just provide advertisers with the chance to shape formats, pricing strategies, and standards before ChatGPT advertising fully scales up.

The backdrop. Just last week, OpenAI officially announced its advertising plans. This accompanies the launch of ChatGPT Go, their $8/month ad-supported plan. It’s interesting to note that free users will see ads, unlike Plus, Pro, or Enterprise users – at least for the time being.

Why impressions. The PPM model secures revenue for OpenAI without user interactions with the ads, but it does offer advertisers limited insight into how their ads perform. OpenAI hinted that user engagement, like follow-up questions regarding sponsored products, could act as a future signal of interaction and possibly, an additional monetization strategy.

The tension. OpenAI CEO Sam Altman has often described ads as a “last resort.” This raises questions about whether escalating infrastructure costs are speeding up OpenAI’s advertising venture. While CFO Sarah Friar claims that revenue growth matches the increase in compute expenses, critical details about profitability remain elusive.

Between the lines. Ads will be positioned at the bottom of ChatGPT responses, clearly marked and separated from organic content, which seems like a careful rollout prioritizing user trust while exploring commercial possibilities.

Bottom line. OpenAI is transitioning swiftly from policy to practice with these impression-based ads, focusing on scale and revenue. Yet, numerous questions about their efficacy, transparency, and future steps linger.

Inspired by this post on Search Engine Land.

January 21, 2026
Urgent: Switch to Google’s New Merchant API or Risk Ad Interruptions

As someone deeply invested in digital advertising, I recently learned about Google’s impending changes to their Shopping API. If you rely on Shopping and Performance Max campaigns like I do, switching to Google’s Merchant API isn’t just recommended—it’s essential to keep things running smoothly.

What’s happening. Google plans to phase out older API versions, making the Merchant API the go-to for all things Shopping Ads. I checked my own campaigns in Merchant Center Next under Settings > Data sources to see which API I’m using. Any listing marked as “Content API” needed my immediate attention.

Why this matters to us. Google has been actively notifying us advertisers to make the move to the new Merchant API. For those in beta, the deadline is February 28th, and for others using Content API, it’s August 18th. If I miss this, my campaigns that depend heavily on product feeds might just stop working. That’s not a risk I’m willing to take.

The risk. I realized that feed labels don’t seamlessly transfer during the migration. Overlooking this can cause significant issues in Shopping and Performance Max campaigns, which rely on these labels for structure or bidding strategies. Without proper updating, my campaigns could quietly fail.

What to do now. Google’s suggesting that we complete this migration sooner rather than later. On my end, that means reviewing my feed labels, reconnecting my data feeds, and making sure everything’s back on track. This transition process started in mid-2024 and is becoming urgent as legacy APIs are on their way out.

Bottom line. Ignoring this isn’t an option for me. This change is more than just a backend tweak—it’s a potential revenue disruptor if not addressed promptly.

First seen. I first caught wind of this update through Google Shopping Specialist Emmanuel Flossie. He flagged the issue on LinkedIn.

Inspired by this post on Search Engine Land.

January 20, 2026
Mastering Marketing Salary Negotiations: 10 Proven Tips
When I prepare for a new marketing position, understanding how to negotiate a fair salary is key. These tips will guide you through assessing your worth, understanding market benchmarks, and confidently negotiating your pay.

In fields like SEO and PPC, discussing salary is often challenging. It’s important to approach these conversations with practical strategies.

This guide is tailored to help us navigate the specifics of salary negotiations in marketing roles.

Difficulties with Marketing Salaries

Marketing roles can be difficult to benchmark due to various factors, complicating salary expectations and negotiations.

No Industry Standard

Unlike other fields with national guidelines, marketing lacks standardization, complicating the comparison of salary bands across companies.

Inconsistent Job Titles

Job titles vary widely in marketing. A VP title in one company might equate to a junior role elsewhere, making it hard to assess appropriate salary ranges.

Major Market Shifts

Post-pandemic changes have altered the job market significantly. While there was a high demand and rising salaries during the digital boom of 2020-2021, today’s job market faces challenges like AI advancements and economic uncertainty.

That reality should guide our salary negotiations rather than discourage us.

Misunderstood Marketing Channels

Companies not savvy in marketing might undervalue roles by attempting to merge multiple specializations into one low-paying position.

To ensure fair compensation, it’s crucial to demonstrate the full scope of our expertise and its value.

Here are nine tips divided into key focus areas:
- Know what you offer.
- Understand market realities.
- Demonstrate company value alignment.
- Maintain personal boundaries.
Know What You Bring to the Table

Confidently recognizing my skills is crucial in salary discussions, whether I’m negotiating for a new job or a raise.

Tip 1: Demonstrate Industry Experience

Employers value candidates with relevant industry experience. If you’ve worked in challenging sectors, leverage this to negotiate higher pay.

Tip 2: Highlight Relevant Experience

Your experience beyond similar roles can be advantageous. Identify transferable skills from your past that align with the job description.

Tip 3: Emphasize Extra Skills

Showcase skills acquired from diverse experiences such as volunteer work, hobbies, or earlier jobs that add value to your candidacy.

Tip 4: Demonstrate Financial Impact

Show potential employers the return on investment you can provide by sharing strategic examples of financial contributions in past roles.

Know What is Realistic

Understanding what the market offers for your expertise is as important as recognizing your own value.

Tip 5: Understand Industry Benchmarks

Research industry salary averages to position your expectations accurately, but avoid comparisons based solely on job titles.

Tip 6: Investigate Internal Salary Ranges

Inquire about the salary band levels within the company, which can provide insight into realistic salary expectations.

Identify and Demonstrate Company Values

Understanding what a company values is vital in framing your contribution in a way that complements their goals.

Tip 7: Align With Company Values

Leverage the interview phase to display how your professional values align with those of the company, thereby strengthening your salary position.

Stick to Your Boundaries

Determine your minimum acceptable salary and stay firm, factoring in necessary compensation components for respect and value in the role.

Tip 8: Consider Non-Monetary Benefits

Sometimes a lower salary is justifiable through substantial non-monetary benefits or opportunities for growth and skill development.

Tip 9: Weigh Personal Satisfaction

Balance lower salaries with personal satisfaction, especially when working in beloved or value-aligned industries.

Tip 10: Set Your Walk-Away Point

Be clear on the minimum offer you would accept long-term, and be prepared to decline if the company’s offer falls short.

Empower Yourself in Marketing Salary Talks

We deserve compensation that reflects our worth. By following these tips, we can effectively advocate for ourselves and negotiate salaries that align with our true value in the market.

Inspired by this post on Search Engine Land.
January 19, 2026
Lessons Learned from a Costly PPC Decision

Amy Hebdon shares lessons from early mistakes in her career, emphasizing the importance of managing relationships alongside campaigns.

I recently had the opportunity to interview Amy Hebdon, an international expert in paid search and the founder of Paid Search Magic, on episode 337 of PPC Live The Podcast. We talked about real-life experiences behind paid media initiatives, focusing on the challenges and insights rather than just techniques. Amy’s vast industry experience makes her perspectives invaluable for anyone steering through complex digital marketing campaigns.

Early career mistakes and learning experiences

Amy recounted an eye-opening experience from her early career while managing a fitness client’s creative assets that didn’t align with Google Ads guidelines. Despite her efforts to safeguard the account, her tactless approach during a high-stakes meeting with leadership caused friction with the creative team. Reflecting on it, Amy realized that while her decisions were valid, better communication could have preserved vital working relationships for future collaboration.

Accountability and oversight in campaign management

I also learned about another incident early in Amy’s career, where she took sole charge of a low-touch account that went inactive due to an expired insertion order. This experience underscored the importance of personal accountability, regular check-ins, and structured processes—even when managing less significant campaigns. Amy pointed out that both her oversight and the client’s lack of internal checks contributed to this oversight.

Stakeholder management and communication

Amy often emphasizes the critical nature of understanding stakeholders’ perspectives and nurturing relationships diligently. She reflects on how decisions that might seem tactical can have relational impacts, highlighting the need for empathy, strategic communication, and objectivity in managing conflicts or escalations.

Lessons on team support and leadership

Another key lesson from Amy is the value of a supportive team and managers who prioritize shared objectives over placing blame. Effective leadership, she believes, involves fostering collaboration, redistributing workload when necessary, and cultivating an environment where mistakes can be openly addressed without fear. For managers, promoting accountability and transparency within teams bolsters both performance and professional growth.

Strategic focus over tactics

Amy stresses that achieving success in paid media demands a strategic approach over purely tactical execution. Merely focusing on bid settings or platform features often overlooks the broader goal of conversion optimization and audience alignment. Amy warns that even technically perfect campaigns can falter if they aren’t aligned with overall business objectives, urging a strategic evaluation over rushing the tactical details.

Navigating AI and automation in PPC

With AI gaining importance in digital marketing, Amy highlights the risks of over-relying on automated outputs. Although AI may produce results that seem right, they often lack accuracy. Marketers need a robust foundational knowledge to critically assess these results. Strategy, judgment, and expertise are crucial in differentiating meaningful insights from the noise generated by automation.

Reflections and career philosophy

In conclusion, Amy reflects on how inevitable mistakes are a valuable part of any career in PPC. With time, marketers can understand these errors in context, learn from them, and avoid letting them define their careers. She describes her career as “practical magic,” blending technical precision with strategic insights to achieve results, knowing that true success comes from both patience and meticulous planning.

Inspired by this post on Search Engine Land.

January 16, 2026
Google Ad Clicks Surge to Five-Year Peak with Q4 Spending Boom

During the final quarter of 2025, I noticed a remarkable 13% rise in spending on Google search ads compared to the previous year, as reported by Tinuiti’s latest benchmark. It was eye-opening to see this surge in click growth, marking the strongest pace since early 2021, particularly as average CPCs slightly declined for the second quarter in a row. The expansion of AI-driven results seemed to be increasing the overall query volume, including those crucial commercial searches.

Why we care. As I’ve observed, Google search ad clicks are skyrocketing while CPCs stay flat. This trend is largely due to Amazon’s strategic withdrawal from U.S. Google Shopping auctions, which has opened the door for advertisers to find both opportunities and challenges as spending patterns shift between search and shopping.

Additionally, AI-driven query growth is broadening the search funnel, offering more chances to connect with customers earlier in their buying process.

Shopping ad trends: During the holiday season, I followed how Google Shopping ad expenditure jumped 16% year over year, propelled by Target and Walmart stepping up while Amazon’s absence left a noticeable gap in auctions. Meanwhile, Shein and Temu maintained smaller roles. Interestingly, CPCs for Shopping Ads weakened slightly, falling 1% year over year.

Performance Max. PMax campaigns captured my attention as they represented 62% of total Google Shopping spend and 61% of sales, which, although slightly down from the last year, showed an increase from earlier in 2025. Non-shopping inventory, such as video and display, accounted for 39% of PMax spending, with YouTube video making up 13% of impressions beyond search.

Text ads. It’s exciting to note that Google text ad clicks reached a 19-quarter high, climbing 9% year over year. Spending was up by 11%, with CPC growth remaining modest at 2%. Brand keyword CPC growth saw a slowdown to just 2% year over year, with declining CTRs counterbalanced by strong impression growth, likely driven by AI-driven overviews in search results.

Microsoft search growth. Microsoft appeared to outpace Google in paid search spend growth, with a 16% year-over-year jump in Q4, rising from 12% in Q3. Click growth slowed slightly to 10%, while CPCs increased by 5%, as Amazon kept its presence in Microsoft Shopping listings.

Amazon advertising. I observed that Sponsored Products clicks on Amazon rose by 23% year over year, showcasing an intriguing pattern despite a 1% drop in average CPCs. Sponsored Brands experienced modest spend growth (+2%) but with declining clicks, whereas Sponsored Display spending fell 47%. Meanwhile, Amazon DSP spending rose 31% year over year, propelled by offsite inventory and premium placements like Prime Video ads.

Walmart trends. Sponsored Products were a dominant force in Walmart’s search ad spend, accounting for 89% with conversions remaining high through the holiday season. Display ad spending grew to 35% of the total, with 60% geared toward offsite inventory targeting.

Video and streaming ads. I found it fascinating that YouTube ad spending increased by 13% year over year, coupled with a sharp 38% rise in impressions and an 18% drop in CPMs. Video now commands 66% of Google Demand Gen spending. Across traditional streaming platforms, Prime Video ad spending surged 31% from Q3 to Q4, overtaking Netflix in CPMs, while TV screens dominated spending, with phones crucial for direct-response formats.

The bottom line. Google’s search and shopping landscapes continue to thrive, driven by AI-enhanced query growth and evolving retailer participation, presenting both opportunities and challenges. Meanwhile, Microsoft and Amazon are advancing their ad offerings, providing me with diverse options to engage high-intent audiences across search, display, and streaming.

Dig Deeper. Digital Ads Benchmark Report Q4 2025

Inspired by this post on Search Engine Land.

January 16, 2026
Discover the Next Wave: Ads Coming to ChatGPT Conversations
I’ve just learned that OpenAI is about to begin testing advertisements within ChatGPT in the U.S. over the next few weeks. These ads will appear at the bottom of chatbot responses and will be clearly labeled. They’ll only show up when there’s a relevant sponsored product or service that aligns with the conversation.

Who will see ads:
- Logged-in adult users on the free tier
- Users subscribed to ChatGPT Go, OpenAI’s affordable $8/month plan
- Pro, Business, and Enterprise subscriptions will remain ad-free
- No ads for users under 18
Why this matters to us. Placing ads in ChatGPT introduces a new, high-intent opportunity where people are actively asking questions and making decisions. Unlike traditional search or social ads, these are right within relevant discussions, offering context-rich exposure with explicit user controls. If this scales successfully, it could become a new powerful channel for performance and discovery, perfect for brands targeting intent-driven, educational, or consideration-stage marketing.

The bigger picture. OpenAI expresses that introducing ads is part of a larger strategy to make powerful AI more accessible to the masses. ChatGPT Go, launched in 171 countries last year, is now available in the U.S., bringing expanded features like image generation and memory at a more affordable rate. These ads are intended to help reduce usage limits for free users and stabilize costs.

What stays unchanged. OpenAI assures us that these ads will not influence ChatGPT’s responses and that our conversation data will remain private and won’t be sold to advertisers. Also, ads won’t be placed near sensitive topics such as politics, health, or mental health.

OpenAI’s advertising principles. Their approach is driven by alignment with their mission, maintaining answer independence, ensuring conversation privacy, and providing user control. I’ll have the ability to see why I’m shown a particular ad, dismiss it, turn off personalization, or clear any ad-related data whenever I choose.

The overall perspective. With infrastructure commitments exceeding $1.4 trillion and a $20 billion annualized revenue run rate reported, OpenAI faces the challenge of discovering scalable revenue streams. Advertising, a financial powerhouse for giants like Google and Meta, might just be the answer to cover these costs while expanding AI accessibility.

Looking deeper. CEO Sam Altman has previously mentioned that introducing ads could potentially erode trust. However, OpenAI is framing this test as cautious and user-centric, emphasizing that it won’t prioritize time spent or revenue over user experience.

What’s on the horizon. While ads aren’t live yet, testing is set to begin soon. OpenAI plans to refine the advertising experience based on user feedback as they experiment with monetizing their flagship ChatGPT product.

Inspired by this post on Search Engine Land.
January 16, 2026
Unlocking Success: A/B Testing for Google Shopping Ads

I recently learned that Google Ads is running a fascinating experiment, allowing select advertisers to A/B test different product titles and images in Shopping Ads. This feature, known as “product data experiments,” provides insightful results within three to four weeks.

Who gets it? At the moment, only a small group of merchants have access to this test, according to Google Ads Liaison Ginny Marvin. However, it seems broader availability is on the horizon.

Why we care. The impact of product titles and images on Shopping ad performance is significant. Yet, traditionally, advertisers face challenges in testing changes without affecting live results. This new feature promises a much-needed opportunity for experimentation within product feeds.

What it does. By comparing variations of product titles and images, advertisers can identify which combinations lead to higher sales, all without committing changes to their entire feed.

Context. Previously teased at Google Marketing Live, this feature builds on earlier tests allowing A/B experiments in some Performance Max campaigns, suggesting a larger trend towards increased experimentation across automated formats.

Big picture. With Google Ads increasingly embracing automation, tools for controlled testing like this become essential. They give advertisers the insight needed to understand performance drivers, particularly in Shopping and feed-based campaigns.

Credit. I discovered this news through a screenshot shared by Duane Brown, the founder of Take Some Risks, on LinkedIn.

What to watch. Should this feature be widely rolled out, product data experiments could become a key optimization tool for Shopping Ads and fulfill a long-standing request from advertisers focused on feed performance.

Inspired by this post on Search Engine Land.

January 16, 2026
Unlock Easy Access to Manual CPC in Google Ads Campaigns
I’ve discovered that Google Ads has made it much simpler for us to access Manual CPC during campaign setups. Before this change, I had to go out of my way to select ‘a bid strategy directly (not recommended).’ Now, I can easily find ‘Manually set bids’ right under the Conversions goal. It’s a small but significant improvement in the user experience.

The change:
- Manual CPC is now integrated directly into Google’s primary bidding flow.
- I no longer have to bypass Google’s recommended strategies to find it.
- This update is readily visible within the campaign bidding settings across the user interface.
Why it matters to me. Manual CPC has always been my go-to bidding strategy when I want hands-on control over my campaigns. Google’s previous setup often nudged me towards automated bidding, but with this update, I face less friction when opting for manual control.

The bigger picture. Despite Google’s push towards Smart Bidding, this change shows that manual bidding remains important, particularly for experienced advertisers like myself, or in niche campaigns where full automation may not be suitable.

Thanks go to: This update was shared by Hana Kobzová, founder of PPC News Feed.

Inspired by this post on Search Engine Land.
January 16, 2026
Mastering AI Video Ads: Top Strategies for PPC Success

As I delve into the world of digital advertising, I realize that AI is more than just a buzzword; it’s a fundamental component of our strategies in 2026. Especially with video ads, where visuals speak louder and clearer than text, leveraging AI has become crucial not just for creating content but for innovating how we connect with audiences.

The power of video in advertising is undeniable as it allows consumers to process information rapidly. With the drop in creative costs, using video is more viable and impactful than ever. The real question I find myself asking is not if PPC teams should use AI, but how to optimize its usage to maximize results and ensure our content remains compelling and governed well, safeguarding against pitfalls like hallucinations that might disrupt performance.

Why has AI adoption in PPC alone become insufficient to enhance performance? Nearly 90% of marketers now integrate AI for creating or modifying video ads—a testament to its widespread use, though it does not guarantee success. Being successful in this domain now hinges more on our ability to feed AI the right creative inputs, data signals, and monitoring practices instead of relying on outdated manual bidding strategies.

Here are five AI-backed strategies that I believe are key to enhancing video PPC campaigns effectively:

1. Embrace Modular Asset Libraries Over Perfection

Historically, we have approached video production with a mindset tailored for TV-style advertising. However, in this new age of Performance Max, providing a rich library of modular assets allows AI to dynamically craft video experiences, tailored to user behavior, device, and intent. Flexibility in creative elements does not hinder, but rather enhances, performance by offering multiple hooks, bodies, and CTAs that AI can creatively assemble.

2. Move Beyond Keywords to Intent Orchestration

In today’s AI-driven ad environment, keywords are more about nuances rather than triggers, aimed at helping systems understand audience themes. Rather than allowing AI to optimize within broad, unguided targets that may reduce quality, it’s imperative to guide it toward understanding and targeting true intent, using negative keywords and first-party data to inform its decisions.

3. Optimize With Value-Centric Data

One common pitfall we face is feeding generic or low-value conversion signals to AI systems, which misdirects efforts toward less fruitful outcomes. By aligning AI optimization strategies with value-based conversions through enhanced and offline data imports, we can refine how AI perceives and prioritizes user actions, ensuring a focus on quality over mere quantity.

4. Opt for Lift Measurement Over Last-Click Attribution

In assessing the impact of AI-driven video formats like YouTube Shorts, adopting advanced attribution models becomes crucial since traditional models fall short. By employing media mix modeling or simple tests that monitor consistency in spend and revenue growth, we can better understand and demonstrate the true value ads deliver across channels.

5. Cater to Silent Viewers

Many viewers start by watching videos on mute, especially during initial discovery phases. Therefore, ensuring that visual elements of a video are clear and engaging without the necessity of sound can effectively maintain audience interest and ensure message retention from the first visual frame onward.

Shaping the Future of PPC

The role of the PPC manager resembles that of an architect, structuring the framework in which AI operates. The emphasis has shifted from direct control to strategic input planning and data management, allowing for scalable and efficient AI-guided campaigns that propel brands toward success.

Inspired by this post on Search Engine Land.

January 16, 2026
Streamline Your Google Ads: Account-Level Exclusions Unveiled
Recently, I discovered an exciting update from Google Ads that could really simplify how I manage my campaigns. They’ve introduced account-level placement exclusions, making it possible to block unwanted inventory from a single, centralized location.

What’s new? Now, I can apply one exclusion list at the account level. This efficiency extends across Performance Max, Demand Gen, YouTube, and Display campaigns. Before this, blocking had to be done at each ad group or campaign level separately.

How does it work? Once I’ve excluded certain placements at the account level, Google Ads ensures that spending is prevented on those websites, apps, or YouTube placements across all eligible campaigns.

Why is this important? Previously, placement control was a fragmented and tedious process prone to errors, especially for large accounts. With this update, brand safety is now more straightforward and efficient on a larger scale.

The big picture. As Google shifts towards more automation-heavy formats like Performance Max, this change answers the demand from advertisers for stronger, more streamlined control measures without disrupting automation advantages.

Between the lines. This update allows me to:
- Reduce exposure to low-quality or irrelevant inventory
- Enforce brand-safety standards consistently
- Save time managing exclusions across complex accounts
What to watch. I need to review and carefully consolidate existing exclusion lists, as applying a single account-level block too broadly might unintentionally limit my reach.

First seen. This savvy update was first highlighted by Google Ads Campaigns Specialist Aleksejus Podpruginas on LinkedIn.

Bottom line. Google’s updates make controlling ad placements easier, tweaking the interface just enough to significantly enhance efficiency and maintain brand safety.

Inspired by this post on Search Engine Land.
January 15, 2026

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