Topic: quality score
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Winning at PPC When Clicks Don't Count
The rise of zero-click searches and AI-powered results is transforming PPC advertising, requiring a shift from chasing clicks to capturing high-intent users ready to purchase. AI Overviews and instant answers on search pages reduce click-through rates and increase advertising costs, but the remai...
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Why a Lower CTR Can Boost Your PPC Performance
Focusing solely on click-through rate (CTR) in PPC advertising can lead to poor results, as the key metric should be conversions that drive valuable actions rather than just clicks. Ads with high CTRs often attract unqualified audiences that don't convert, highlighting the need for targeted messa...
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Google Ads: 25 Years Later - Better or Worse?
Google Ads has evolved from a simple keyword-based system to a sophisticated AI-driven platform, fundamentally transforming digital marketing over 25 years. Key developments include the shift to pay-per-click, the introduction of Quality Score, remarketing, and the integration of AI tools like Pe...
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Unlock Growth: Why SEO & PPC Teams Need Shared Standards
SEO and PPC should be viewed as interconnected partners rather than adversaries, with mutualistic collaboration leading to sustainable growth and efficiency. Practical implementation includes shared accountability, data exchange, and technical standards, which reduce acquisition costs and enhance...
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Top 8 PPC KPIs You Must Track for Success
Conversion Rate (CVR) is a key metric that measures the percentage of users completing a desired action after seeing your ad, helping you assess the effectiveness of your landing pages and overall campaign. Cost Per Conversion (CPCONV) tracks the average cost to achieve a conversion, allowing you...
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Why SEO and Paid Media Are a Power Duo in the AI Search Era
AI Overviews are compressing search results and reducing click-through rates, requiring closer collaboration between SEO and paid media teams to maintain visibility. The lack of transparency in Google Ads performance tracking for AI Overview placements makes it difficult to optimize bids and asse...
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