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Your Marketing Mix Model Might Be Lying, and the Vendors Wrote It Down in the Docs
An AI marketing mix model does not replace incrementality testing, and you do not need me to argue that, because Google and Meta already...
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Insights and articles on paid search, SEO and AI (page 2)
What twenty years of enterprise search query data actually shows. Written by the people running the accounts, not a content farm.
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ChatGPT and Perplexity Are Citing PPC Advice. We Checked Whether It Is Right.
AI search PPC advice is accurate on mechanics and unreliable on anything carrying a date. The published tests that scored marketing answers put the...
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The AI Overviews Paid Search Stat Everyone Quotes Is a Year Out of Date
By Jared Schroder, CEO and Founder, SEMoptimize Somebody put a slide in front of me this spring saying AI Overviews had cut paid search...
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We Read Eleven GEO Vendors' Documentation. Not One Publishes a Margin of Error.
By Justin Schroder, CTO and co-owner, SEMoptimize Nobody has shown that a GEO tool's visibility score predicts anything downstream, and across the eleven vendors...
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You Fixed Attribution and Your ROAS Is Still Wrong
The meeting goes the same way in every company I have worked with. Paid search reports a 6.2 return on ad spend for the...
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Every AI PPC Copilot Is Reading a Redacted Report. Here Is How to Benchmark One Yourself.
Every AI copilot pointed at a Google Ads account reads the same privacy filtered search terms report that you and I read, and not...
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Google Already Opened the Performance Max Black Box. Here Is the Audit Nobody Runs.
Most of the advertisers who tell me Performance Max is a black box have never opened the page where Google breaks it open. Campaigns,...
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Broad Match Isn't a Strategy. It's a Tax on Weak Account Structure
Two settings in your account are about to change themselves, and nobody is going to ask you first. Google emailed advertisers the date on...
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The AI Bid Strategy Everyone Is Copying, and the One Signal It Cannot See
"Google will not automatically adjust your bidding targets or budgets." That sentence sits in a Google Ads help page describing a change that takes...
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Performance Max asset automation: what the AI nailed, and where query level truth still beats it
Google's own Ad Strength score is negatively correlated with the thing you actually care about. In roughly 20,000 accounts that Optmyzr looked at in...
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