Topic: measurement challenges
-
The Evolving Business Value of Social Media
Measuring social media ROI is a major challenge, with only 44% of marketing leaders confident in their expertise despite 80% shifting budgets toward social. Social media's value is dynamic and requires flexible, evolving measurement approaches that align with business goals, rather than fixed tar...
Read More » -
Accelerate B2B Optimization with Proxy Metrics
Lengthy B2B sales cycles create a measurement gap, which marketers bridge by using proxy metrics—early indicators like engagement rates—to gauge campaign momentum and make real-time optimizations before final revenue data is available. These metrics are crucial for algorithmic bidding on platform...
Read More » -
PPC 2026: AI, Automation, and the Battle for Clicks
AI is reshaping PPC advertising by automating campaign management and creative tasks, requiring advertisers to adapt strategically despite reduced transparency and control. Professionals are leveraging AI tools to save time on tasks like keyword research and ad copy, but human oversight remains e...
Read More » -
2026 PPC Trends: Get Ahead of the Competition
The PPC landscape is rapidly evolving in 2025, driven by widespread AI adoption and constant platform updates, requiring marketers to master fundamentals while navigating automation. Success hinges on strong campaign foundations and high-quality data inputs for automated tools, alongside a trend ...
Read More » -
Master Brand Authority & E-E-A-T in the AI Search Era
AI-generated answers are transforming search platforms by providing synthesized responses that capture user attention and influence information discovery, often bypassing traditional search results. Trust and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) are now critical for...
Read More » -
The Future of AI: LLM Optimization & Discovery in 2026
Marketing leaders are focusing on optimizing for large language models (LLMs) like ChatGPT to improve brand visibility in AI-generated responses and establish measurable performance tracking frameworks. Effective LLM optimization requires robust tracking methods, such as polling-based models usin...
Read More » -
Aja Frost: AI Search, Content Strategy & AEO Metrics for Success
The rise of AI-driven search is shifting business strategies toward Answer Engine Optimization (AEO), which focuses on delivering precise, user-centric answers in AI-generated responses rather than just ranking in search results. AEO builds on traditional SEO categories but requires more niche, d...
Read More » -
Search Traffic to Plunge 43% by 2029, Report Warns Publishers
A major industry report predicts a 43% decline in search engine referral traffic within three years, driven by the rise of AI-powered answer platforms that provide direct information without requiring clicks to publisher websites. Content categories like lifestyle guides and weather reports are a...
Read More » -
Boost Brand Awareness When Organic Traffic Stalls
The rise of zero-click search, where users get answers directly from search results, is creating an awareness gap by reducing website traffic and brand attribution opportunities. Marketers must adopt a blended strategy, using paid advertising to guarantee visibility for informational queries and ...
Read More » -
GEO Platform Shutdown Ignites AI Search Industry Debate
The closure of Lorelight, a GEO platform, sparked debate on the need for specialized AI search brand tracking tools, with its founder concluding that most brands don't require them as AI models rely on existing high-quality content and strong reputations. Founder Benjamin Houy argued that GEO tra...
Read More » -
AI vs. GEO vs. SEO: What's the Real Name for Search Optimization?
The search industry is rapidly evolving with AI, but there's no consensus on terminology, with terms like AI search optimization and generative engine optimization being used. Leadership interest in AI search is high, with 91% of organizations being asked about it, and 75% of initiatives are led ...
Read More » -
The Silent Click: What Happens When Engagement Stops
AI assistants are causing a shift to "zero-click searches," which threatens traditional web revenue models like display advertising and affiliate marketing by reducing website traffic. This trend is leading to significant revenue loss for publishers, especially informational and subscription-base...
Read More » -
Google Q3: AI Search Features Drive Record Usage
Google's AI tools like AI Mode and AI Overviews are driving record search activity and increasing queries, with AI Mode doubling its query volume and expanding globally in over 40 languages. Alphabet achieved its first-ever quarterly revenue exceeding $100 billion, with Google Search and YouTube ...
Read More » -
Google's 2025 Review: The Future of PPC Revealed
Google's 2025 advertising updates were dominated by AI, driving automation and reshaping core platforms like Search, YouTube, and Performance Max toward a more visual, data-centric future. Key product launches focused on new ad placements in AI-powered search experiences and enhanced transparency...
Read More »