Ok, so this post is for clients and brands on the topic of AI use in the PPC management flow. Last week I wrote a piece entitled “Respectfully, I Do Not Care What AI Said About My Management of Your Account” and as a follow up I want to give brands some guidance on…
Yup, you read that headline correctly. I sincerely do not care what AI told you about how your account is being managed. And further more, I won’t be spending hours going point by point reading AI’s “thoughts” on the matter. We are at a crossroads in PPC right now. Many of you may not…
I know we are pretty far down the AI rabbit hole at this point, but we do still have functioning brains. And we should absolutely be using them! I am astonished at the sheer number of people who really and truly think that today’s AI (or more accurately LLMs) can reason, analyze and think.…
This is your periodic reminder that as a business who is running advertising on any digital ad platform that you NEED to own your accounts on those platforms. This is not up for debate. It is your business you are advertising. You need to own and control the accounts and allow access to agencies…
By now you have surely heard about the changes coming to Google Ads on August 17th with regard to campaigns with limited by budget status who are using target ROAS (tROAS) or target cost per acquisition (tCPA) bidding strategies. If you have not heard, the gist is this – campaigns will now more consistently…
That may be a slight exaggeration, but not by much… It feels like everyone is using AI for everything these days, doesn’t it? We are rapidly outsourcing our thinking to AI and that is terrifying. Some will say using words like terrifying to describe this phenomenon is a major overreaction, but I stand by…
I think we need a serious reckoning on this. AI does not “hallucinate.” It can’t. It is not a human. What it does though is fail. Yes, fail. When you ask it to do something and it comes back with incorrect information that it presents confidently as correct, that is not a hallucination. That…
I know, I know – AI is being shoved absolutely everywhere these days. It feels unavoidable. But you know what? It isn’t. It really isn’t. So many companies are using AI chatbots as their first lines of customer service. And I am here to say out loud how much this sucks and how they…
What is the “right” price for PPC strategy or management services? That is a question that comes up a lot. And the answer is a classic PPC answer of “it depends.” Why does it depend, you might wonder… well here are some reasons: How complex is your current PPC structure? Is it one campaign…
I was talking with my teen this morning as we were getting ready for school and the subject of AI (in this case ChatGPT which is the favorite AI flavor among teens) came up. I don’t think we are talking about this enough. Lots of kids are outsourcing all of their thinking to AI.…