Search Engine Marketing

Testing AI Max in Google Ads: When to try it and when to wait

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AI Max, Google’s latest AI-powered search campaign feature promises big performance improvements.  Still, the decision between AI Max and traditional Search campaigns isn’t as straightforward as the marketing materials suggest. Advertisers using AI Max see 14% more conversions at similar costs, with some seeing up to 27% improvements, according to Google.  But these gains come […]

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Revisiting ‘useful content’ in the age of AI-dominated search

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AI has quietly redefined what “useful content” means. Where brands once built trust and traffic through long-form explainers and glossary-driven SEO, that kind of content now feels increasingly redundant – to users and Google.  If your site still leans on basic informational articles to demonstrate expertise, it’s time to reconsider what actually builds authority, trust,

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Will Google’s AI Overviews kill the click?

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AI Overviews don’t just steal clicks. They dominate screens. Google’s AI-generated summaries now stretch across the top of search results like they own the place. And let’s be real, they do.  With links, carousels, citations (sometimes), and full how-to answers, they often push organic listings entirely below the fold. You can’t miss them – which

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