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Tag: Partnership

Harnessing AI: Transforming Marketing for Creativity and Reach

As a marketer, I’ve found myself grappling with innovation while navigating changing consumer attitudes. It’s almost second nature, given the technological shifts over the past two decades. But predicting the future, especially with modern AI, is challenging due to its unpredictable nature. We can’t simply rely on today’s AI state to foresee where it’ll be in five years or even one year from now. Navigating this platform shift requires a fundamental understanding from the ground up.

Despite this, certain fundamentals remain constant. Consumers will always seek products, services, and experiences that resonate and fulfill their needs. As marketers, I’ll always pursue quicker, more efficient ways to connect with these consumers. However, the technological landscape mediating these relationships is on the verge of significant change, drastically influencing our work and the customer experiences we provide.

In the evolving world of marketing, less rote work and more creativity is the name of the game. The history of marketing is one of continuous evolution, but the rise of modern AI pushes even seasoned teams to adapt. For success, I’ve realized the need to embrace new skills, perspectives, and capabilities that allow us to accomplish more with fewer resources.

The transformation is underway. Embracing AI means I’m spending less time on mundane tasks like manual message creation. Instead, I focus on strategy and creativity, from crafting innovative campaigns to refining testing and optimization strategies. As AI becomes a vital part of the engagement process, it enables me to establish goals and guidelines, empowering AI to operate independently, digesting context, making decisions, and acting on my behalf.

Currently, that involves training basic AI agents in my brand’s voice for consistent messaging. But as we grow confident in AI’s ability to function autonomously over extended periods and manage complex projects, I look forward to dedicating more time to strategic management of AI resources, enabling greater AI decisioning and optimization.

The team dynamics in marketing are destined to evolve with AI working alongside humans. As I thrive on collaboration, I recognize that successful customer engagement programs often hinge on the team’s ability to cooperate rather than individual prowess. AI isn’t just a tool; it becomes a direct teammate, offering support across various aspects of customer engagement. Entry-level marketers under my guidance may soon act like managers to autonomous AI subordinates.

I’m excited at the prospect of deploying a team of AI agents for tasks like personalizing product recommendations, quality assurance of messages, translations, and providing alerts for campaign performance. By augmenting capabilities with these agents, I reduce the workload for myself and my human colleagues while building a digital institutional memory that benefits from accumulated context and goal alignment.

Looking ahead, AI’s role in customer engagement promises unprecedented personalization. For years, personalizing communication on a 1:1 basis across vast audiences has been the ultimate goal in marketing, but the technology was lacking. With AI decisioning, this dream is becoming a reality, multiplying my marketing effectiveness and creative impact to deliver what consumers desire.

Previously, reaching out to lapsed customers was a prolonged process. It involved using churn models, product predictions, and extensive A/B testing. While effective to an extent, personalized 1:1 engagement was out of reach. AI decisioning now offers a fresh approach by leveraging reinforcement learning, enabling AI to learn consumer behaviors and optimize key performance indicators autonomously.

AI can now determine the best product offers for lapsed users, the ideal channels and timings, and even message frequency preferences. This constant background experimentation allows AI to adapt to consumer preference shifts, engaging individuals through first-party data for truly personalized interactions.

As I witness this platform shift, I understand the importance of not just planning for the obvious but being prepared to respond to unforeseen changes. The real value of AI in customer engagement comes from a deep integration within a solid infrastructure. It’s not simply a shortcut but an amplifier, and our AI tools must be built on a foundation capable of supporting real-time action.

Curious about how Braze is approaching AI in customer engagement? I invite you to explore our BrazeAIᵀᴹ page.

Inspired by this post on Search Engine Land.

November 7, 2025
Boost Your Google Ads: Create Effective Investment Strategies

Google Ads recently introduced an exciting new feature called the ‘investment strategy’ tool, which has been designed to help advertisers explore potential returns from increased budgets.

I’ve discovered that when our campaign budgets are limited, Google Ads encourages us to develop these ‘investment strategies.’ This option has been seamlessly integrated into the budget recommendations interface, offering a more dynamic approach to managing ad spend.

How it works. Every time Google identifies a budget-constrained campaign, it suggests an action: “Grow your account by creating your own Google investment strategy.” By choosing to ‘Create investment strategy,’ I can model budget increases, which allows me to preview potential improvements in conversions, value, or clicks.

Why we care. This feature is a game-changer, prompting us to think beyond daily spending limits. By using this tool, I can simulate and understand how incremental budget changes might affect our performance, offering insights previously limited to manual or third-party analyses.

Through these simulations, I’m able to justify any budget adjustments with solid ROI projections directly from Google Ads.

The backstory. This innovative feature was highlighted by Hana Kobzová, founder of PPC News Feed, who shared screenshots of the new interface in use.

The big picture. With this move, Google is steering us toward using more automated, growth-centric budgeting tools, aiming to become a proactive partner rather than merely a service for ad placements.

Inspired by this post on Search Engine Land.

November 7, 2025
Boost Your Reach: Google PMax Integrates Waze Ads

As an advertiser, I’m excited to announce that Google has expanded the capabilities of Performance Max (PMax) campaigns, allowing me to now connect with drivers through Waze. This update also gives me deeper insights into how my campaigns are performing.

Google’s recent enhancements make it possible for me to use Waze ad inventory within store goal campaigns and access new channel performance reporting for increased transparency.

Why this matters to me. With this update, my PMax campaigns targeting store goals can now effortlessly engage drivers in the U.S. through Waze’s “Promoted Places in Navigation” pins. This integration doesn’t require additional setup and optimizes my existing assets for higher store visits or sales. The timing is perfect as we approach the busy holiday travel season, and a worldwide launch is anticipated in 2026.

Enhancements in channel reporting. The updates to PMax campaigns include improved channel performance reporting. This feature enables me to see where my ads are appearing across Google’s network, including Search partners, which will soon be part of the detailed reports and visualizations.

The significance for me. For a long time, I’ve been seeking greater transparency in PMax’s performance data. These new reporting features show Google’s commitment to making PMax more accountable and transparent, particularly useful for those of us managing multiple accounts through MCC.

A bit of context. These updates are part of a series of improvements that were introduced in September, such as bulk reporting, segmentation options, and the ability to download data, all geared towards making PMax easier to scale and analyze.

The broader perspective. With the integration of Waze and enhanced reporting features, Google is positioning Performance Max as a full-funnel, omnichannel solution. This blend of automation with insightful data helps me drive both online and offline success.

Inspired by this post on Search Engine Land.

November 7, 2025
Mastering Remote SEO Leadership: Building Effective Teams
In my years of managing remote SEO teams, it’s become clear that success relies on the right blend of tools, culture, and leadership practices. Whether you’re steering an agency or leading an in-house team, you can make remote SEO work effectively.

From my eight years of leading remote SEO teams, I’ve identified ten crucial aspects you must address for sustained success.

1. Culture

It’s important to first assess whether you’re part of a remote team or a fully remote company.

An SEO consulting firm might find it easy to go fully remote, whereas in-house SEO teams in larger companies might not have that flexibility.

Also, determine if your team culture is remote-first or remote-friendly. In remote-first environments, work is expected to occur virtually, necessitating trust in team members to accomplish their tasks without direct supervision.

In contrast, remote-friendly implies that remote work is accepted, but some interactions still require in-person meetings.

Being intentional in these cultural distinctions can help create a positive environment for remote team members.

Dig deeper: How to build a better remote team at your digital marketing agency

2. Hiring

Be upfront about your remote work policy in job descriptions and during interviews. Clarify where your team operates and the implications for daily operations.

Prospective hires should understand the importance of self-reliance but also know that they will have access to documentation and support channels.

Inquire about their previous experience with remote work to assess their readiness.
- Have you worked remotely or for a fully remote company before?
- If not, what challenges do you anticipate, and how will you handle them?
- Describe your work office setup.
- What hours are you most productive?
- What’s your internet speed, and is it reliable? Can you take video calls?
3. Training

Effective training is crucial for setting remote work expectations. Ensure new hires have everything they need to log in from day one and a backup contact for emergencies.

Create a robust onboarding plan covering tasks and goals from the first week to 90 days, aligning with their current knowledge and developmental needs.

Keep training resources readily available for independent learning.

If possible, offer onsite onboarding visits, especially when onboarding multiple new team members.

Dig deeper: How to set goals for your SEO team

4. Expectations

Establish clear expectations around availability and communication response times.

Encourage group communication to streamline information flow and ensure everyone stays informed.

Make time zones visible in communications and establish core working hours with overlap where feasible.

Define boundaries for offline time to establish a professional yet accommodating work environment.

Model these expectations yourself to promote a healthy work-life balance among the team.

5. Documentation

Accessible and comprehensive documentation is vital for remote environments.

Maintain a well-organized knowledge base, empowering everyone to contribute to its upkeep.

Start with vital team and resource contact lists, expanding into detailed processes over time.

Key documentation areas to address include login information, workflow guidelines, and team practices.

Dig deeper: Why SOPs are the secret weapon for small SEO teams

6. Tools

Consistency in tools enhances efficiency. Choose a suite of tools early and ensure everyone is proficient in them.

Provide necessary resources like multiple browsers and equipment suited to varied tasks.

Ensure a strong understanding of security practices, VPNs, and necessary tech support protocols.

Dig deeper: The future of SEO teams is human-led and agent-powered

7. Collaboration

Encourage idea-sharing and frequent feedback at all stages of project development.

Establish a regular meeting and check-in schedule to ensure ongoing alignment and progress review.

Utilize agile methods to keep the team adaptable and goal-oriented.

8. Meetings

Ensure every meeting is purposeful with a shared agenda, considering video options for engagement and time zone impacts.

Encourage proactive calendar management to streamline scheduling and awareness of team availabilities.

Dig deeper: 12 strategies to scale your SEO team without losing your culture

9. Events

Plan occasional in-person events to strengthen team bonds, mixing structured and free-form activities for a comprehensive experience.

Consider attending conferences or organizing internal gatherings to foster collaboration and shared learning.

10. Feedback

Regular, positive feedback is critical remotely. Use various methods to recognize and reward excellent work.

Celebrate milestones and lessons learned to foster a culture of continuous improvement.

Making remote SEO work in the long run

Building an effective remote SEO team isn’t just about tools; it involves clear expectations, trust, and strategic communication.

With a solid foundation in place, your team can thrive and achieve results, irrespective of location.

Inspired by this post on Search Engine Land.
November 7, 2025
Why B2B Brands Embrace AI Over Keywords in 2025
In recent years, I’ve observed a significant shift away from keyword-targeted search campaigns, reaching a pivotal moment this week.

Two account managers on my team, each from different industry sectors, approached me with a common insight.

They were considering swapping some keyword campaigns for Performance Max.

Not impulsively, but selectively, based on months of consistent testing and optimization.

These thoughtful decisions were backed by data showing Performance Max outperforming traditional keyword methods.

Are we moving towards an era without keywords? Not entirely.

However, some accounts are no longer predominantly focused on keywords, signaling a transformative shift.

Seasoned PPC marketers, who built careers around keyword strategies, now recommend these AI-driven tools. It’s time to take notice.

Resisting this shift isn’t being cautious—it’s sidestepping growth opportunities.

Here’s the current scenario:
- AI Overviews are increasingly visible in search results.
- Google’s AI Mode is widely adopted.
- YouTube viewership is rising.
- User behavior on Google has evolved dramatically from a year ago.
If user interaction with Google has shifted, shouldn’t our campaign strategies adapt as well?

While Google has been advancing AI campaigns over the years, 2025 marks a pivotal year where AI strategies have become essential—not optional.

Advertisers employing Performance Max, Demand Gen, and AI Max are reaping the benefits.

Meanwhile, others watching from the sidelines see their competitors gaining ground.

The Holistic Approach Missing in Many Campaigns

I’ve noticed a pattern: B2B firms overly focused on performance marketing now face brand trust issues.

Conversely, companies emphasizing only awareness struggle to convert leads.

The solution? Embrace both sides.

What I used to call awareness campaigns, I’ve now renamed as brand trust campaigns.

By being consistently present across platforms, your brand builds trust—showing it matters and solves customer problems.

Although LinkedIn and Meta dominate brand discussions, Google’s AI-forward Demand Gen campaigns merit attention.

These campaigns utilize first-party data, engaging like social ads with strong recall.

When combined with Performance Max, appearing across AI overviews and Google’s ecosystem, you’re investing in a sustainable strategy.

Dig deeper: Optimizing B2B PPC Spend During Low Budgets and Confidence

Performance Max Over Traditional Keyword Strategies

Keywords aren’t obsolete, but exclusively keyword-targeted campaigns are less dominant now.

In the accounts I mentioned, transitioning away from keyword strategies wasn’t swift—it was strategic.

Clients initially wanted to promote all services via keywords, but it was too costly.

We prioritized top services with keywords, testing Performance Max for others.

The results? Promising enough to secure additional budget.

After months, the data was clear: Performance Max was a rising star.

We eventually added top-tier services to complement keyword efforts with PMax.

Will we eventually drop all keyword campaigns for Performance Max? Possibly.

However, this isn’t a one-size-fits-all solution.

Often, combining Performance Max with keyword strategies works best.

The trend? Performance Max commands more budget, trust, and results.

AI campaigns expose your brand across search, Google, and YouTube.

By the time a customer searches for your brand or a high-intent keyword, your campaign is ready, backed by pre-built awareness and trust.

Dig deeper: Top B2B Paid Media Platforms for Effective Advertising

AI Max: A Glimpse into the Future

Google’s AI Max for Search campaigns mark a new evolution stage.

Early results? Mixed. But that’s expected initially.

Facing Performance Max’s initial skepticism again, yet AI Max’s location interest targeting is noteworthy.

These additions hint at Google’s future direction.

The Cost of Resistance

I often hear:
- “I tried Performance Max, it didn’t work.”
- “Too many irrelevant keywords.”
- “Not ready to give up control.”
Change is daunting, and allowing AI to optimize feels like ceding control.

But every Google product launch faces this resistance, and early adopters who test beyond initial struggles thrive.

Something that failed six months ago may perform differently now. Performance Max evolves rapidly.

Dismissal due to outdated tests is akin to refusing a train for last year’s delay.

Preparing for an AI-Driven Future

The evolution of user search habits calls for an AI-forward ad strategy.

Neglecting AI tools now means missing out when competitors have moved ahead.

Here’s what you can do now:
- Audit current campaigns: Are you solely using keyword-targeted strategies? Test Performance Max and assess over two months.
- Invest in brand trust: Use Demand Gen, LinkedIn, or YouTube to build trust and awareness.
- Create high-quality assets: Compelling videos and images enhance AI campaign success.
- Embrace a test-and-learn mindset: Allow time for tests to develop, adapting to evolving platforms.
- See beyond control loss: Use AI as a means to broaden reach and results, with strong content as a foundation.
Dig deeper: LinkedIn or Google Ads? Choosing Wisely for B2B Success

AI-Forward Advertisers Own the Future

The Google Ads ecosystem is moving towards AI-driven campaigns, with concrete account data validating this progression.

Advertisers who adapt and learn are thriving, while those clinging to outdated methods fall behind.

No need to overhaul everything at once but start experimenting.

Challenge the learning curve, expecting the platform to evolve, and your results will follow suit.

The train has departed. Will you ride early or wait, risking a delayed arrival?

My team and I are on board, committed to testing, learning, and discovering what’s next, knowing that standing still isn’t an option for success.

Inspired by this post on Search Engine Land.
November 7, 2025
Microsoft Enhances Copilot with AI Search and Clickable Citations

I recently discovered that Microsoft has introduced an exciting upgrade to Copilot, which now incorporates what they call “the best of AI Search.” According to Microsoft, Copilot’s responses will feature more visible and interactive citations, along with an option to view aggregated sources. They’ve also launched a dedicated search experiment within Copilot.

Prominent Citations: One of the features I find most intriguing is how Copilot’s responses prominently display citations. Microsoft mentioned that this new experience will not only summarize responses but will also clarify exactly where the information originates, with sources that are relevant, clear, and easy to click on.

Here’s a video overview:

Consolidated Lists of Sources: I love how comprehensive the source integration is now. Copilot will show a consolidated list of sources used to generate its response. Just click “Show all” to see the full list of references, including related results, right in the pane next to your query. Copilot ensures that while responding, you have easy access to the sources used.

Here’s a screenshot of this feature:

Dedicated Search in Copilot: Microsoft is also offering a dedicated search experience directly in Copilot. To use it, just click the drop-down and select “Search.” This feature adapts to the nature of your query, providing concise answers for straightforward questions and deeper insights for more complex ones.

Dedicated Navigational Links: I appreciate that there are now dedicated navigation links at the top of responses. This functionality is designed to encourage more clicks to the publisher’s site within this AI search framework.

Ecosystem: I appreciate Microsoft’s focus on fostering a healthier ecosystem between publishers and AI platforms. They’ve intentionally designed these updates with content creators in mind, ensuring that cited sources are readily accessible and emphasized within the user experience.

“We’ve designed these changes to Copilot and the new Search experience within Copilot with publishers and content owners in mind to support a healthy web ecosystem. Cited sources are easily accessible in-line, highlighted prominently at the bottom of the response, and all references are available in the right pane. This allows you to be just a click away from the publisher and content owner sources that were used.”

Why We Care: I’m really excited about these improvements for publishers within AI Search. It’s encouraging to hear Microsoft committing to the importance of publishers to the success of AI and search technologies, and to see this commitment reflected in the enhanced user experience.

As for the impact on Bing, Microsoft’s primary search engine, the details remain unclear at the moment.

Inspired by this post on Search Engine Land.

November 7, 2025
Revolutionizing Ads: ChatGPT’s Unique Approach to Online Advertising
As I’ve been closely following the developments at OpenAI, I’ve found ChatGPT’s potential shift to ads quite intriguing. CEO Sam Altman has indicated that ads might become part of ChatGPT’s framework, but he remains uncertain about their exact form. He’s also not convinced that advertising represents OpenAI’s most significant revenue opportunity.

During a fascinating interview on Conversations with Tyler, Altman critiqued Google’s ad model:
- “Ads on a Google search are dependent on Google doing badly. If it was giving you the best answer, there’d be no reason ever to buy an ad above it.
- “So you’re like – that thing is not quite aligned with me. ChatGPT, maybe it gives you the best answer, maybe it doesn’t, but you’re paying it, or hopefully all are paying it, and it’s at least trying to give you the best answer.”
His point was clear to me: Google’s profits stem from subpar results. Altman suggests that ChatGPT should earn only when it genuinely gains users’ trust.
- “If ChatGPT were accepting payment to put a worse hotel above a better hotel, that’s probably catastrophic for your relationship with ChatGPT.”
Why I care about this is that if Altman’s vision for ChatGPT ads comes true, the entire journey from inquiry to purchase could unfold seamlessly within a single conversation. It’s crucial for brands and businesses to adapt to this new landscape to maintain visibility.

How Altman envisions ChatGPT Ads is captivating: Display the top recommendation first, and if I choose to book or buy with a single click, OpenAI might earn a small commission without affecting my results.
- “If ChatGPT shows you its guess – the best hotel, whatever that is – and then if you book it with one click, takes the same cut that it would take from any other hotel, and there’s nothing that influenced it … I think that’s probably OK.
- “We’ll do that for travel at some point.”
What he won’t do is allow ChatGPT to have pay-to-play answers. Altman believes that if money influences rankings, the trust users place in ChatGPT will erode.
- “There’s a kind of ad that I think would be really bad like the one we talked about. There are kinds of ads that I think would be very good – or pretty good – to do. I expect it’s something we’ll try at some point. I do not think it is our biggest revenue opportunity.”
What an OpenAI ad might look like remains a mystery even to Altman. He relies on his team’s expertise, trusting that they’ll chart the right path.
- “I’m really good about not doing the things I don’t want to do.
- “You know, we have the world expert thinking about our product strategy. I used to do that. I used to spend a lot of time thinking about product and now she’s much better at it than me. I have other things to think about. I’m sure she’ll figure it out.”
Dig deeper. For more insights, check out Sam Altman’s ChatGPT pivot: From ‘I hate ads’ to ‘maybe they don’t suck’

The interview. Dive into Sam Altman on Trust, Persuasion, and the Future of Intelligence – Live at the Progress Conference

Inspired by this post on Search Engine Land.
November 7, 2025
Google’s Policy Update: Zero Tolerance for False Advertiser Info
I recently discovered that Google has reaffirmed its stringent rules regarding the accuracy of information submitted during advertiser verification. If anyone tries to bypass these norms, their accounts could face suspension.

The Details:

Back in November 2025, Google revised its Circumventing Systems policy, adding a new example to clearly warn us advertisers about these serious consequences. Now, providing false or misleading details during verification is seen as a deliberate attempt to dodge their compliance checks.
- This violation could lead to the immediate suspension of accounts.
Why I Care: This policy update underscores Google’s unwavering commitment to combating misinformation in its verification processes. Even the slightest inaccuracy in my account information might lead to a suspension, reflecting Google’s firm stand against misinformation.

As Google heightens its emphasis on identity verification and transparency, I must ensure all my business information is accurate and verifiable. This diligence is crucial to keep my ad campaigns running smoothly and to maintain my account’s integrity.

The Bottom Line: It’s essential for me, and for advertisers everywhere, to provide completely accurate and truthful details in all aspects of the verification process. Even a small mistake could trigger enforcement of Google’s enhanced verification policies.

Inspired by this post on Search Engine Land.
November 7, 2025
Why Relying on AI Prompt Volume Can Be Misleading: A Better Approach

When it comes to AI prompt volume, I’ve learned that blindly relying on it might not be the best strategy. A more sustainable approach is to align your strategy with real business goals.

Many people fall into the trap of trusting AI metrics without considering their actual business objectives. Instead, we should focus on building a robust Automated Enterprise Optimization (AEO) strategy.

By doing this, we can ensure our efforts directly contribute to meaningful outcomes, rather than merely generating data for data’s sake.

Considering this, I’ve realized the importance of setting goals based on substantial business needs, which not only creates genuine value but also supports long-term success.

Inspired by this post on Conductor Blog.

November 7, 2025
Revolutionizing Marketing: AI Search and the End of Last-Click Attribution

I’ve discovered that AI search is dramatically changing how we approach marketing attribution. As zero-click searches become more prevalent, along with the rise of conversational funnels, the traditional last-click models are rapidly becoming outdated.

In this new landscape, it’s crucial to explore alternative attribution models that can accurately capture the multi-faceted customer journey. Together, we’ll delve into these innovative strategies.

Inspired by this post on HiGoodie Blog.

November 6, 2025

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