Are you new to the world of PPC?
If so, welcome! We’re thrilled to have you on board.
A career in paid search offers exciting opportunities for growth, creativity, and making a real impact on businesses.
Let me tell you, starting out in 2025 is a whole different ballgame than when I first started in PPC.
In those days, we managed accounts overflowing with millions of keywords, manually adjusted bids, and navigated the platforms while learning how the web was shifting marketing and consumer behavior – all while serving our clients.
This was a time before AI and automation, when text ads were static, and both searchers and marketers approached the internet with less skepticism.
Today, with all the advanced technology at your fingertips, it’s easy to feel overwhelmed in this industry.
You know you’re missing the “been there, done that” context that comes with nearly two decades in the trenches.
I wrote this article to share 12 essential tips for building a strong foundation in paid search with knowledge, clarity, and healthy skepticism.
By the end, you’ll be able to critically assess strategies rather than relying on automated systems or unverified claims about what works in PPC in 2025.
1. The power of ‘why?’
The most potent tool in your advertising arsenal isn’t a new platform or algorithm – it’s the relentless pursuit of “why.”
Question everything:
- Why this campaign type?
- Why these keywords?
- Why this budget allocation?
Consider different campaign objectives (e.g., awareness, consideration, conversion) when asking “why.”
In 2025, “standard” setups are obsolete. While non-brand campaigns, a brand campaign, and a display campaign once dominated, Performance Max (PMax) often delivers superior results.
For ecommerce, a focused strategy of brand campaigns, PMax, and strategic YouTube placements frequently outperforms traditional display.
This isn’t about blindly following trends – it’s about deeply understanding your “why” and your client’s “why.”
Before allocating budget to a standalone YouTube campaign alongside PMax, define its purpose and realistic goals.
A 10 times ROI from YouTube is often unrealistic, but boosting brand recall or branded searches is achievable.
Only through rigorous questioning can you align campaign objectives with realistic expectations – ensuring every dollar spent serves a clear, measurable purpose, whether it’s driving direct conversions or building long-term brand equity.
Dig deeper: Becoming a world-class PPC ad buyer: 8 key lessons
2. Explore every nook and cranny of the platforms
Mastery comes from immersion.
Don’t just navigate your accounts. Explore them.
Click through every dropdown, dissect campaign settings, and question each feature.
“What does this do?” should be your mantra. Then, seek answers. Google is your ally.
Experiment fearlessly; you won’t break anything, and you’ll uncover hidden functionalities.
For example, you could explore the Change history feature to track past modifications and identify the root cause of account performance fluctuations.
Many paid search leaders began as curious explorers, sharing their discoveries and building their expertise.
I personally found new settings, shared insights, and connected with fellow professionals through this process.
Remember, interfaces vary widely, even within the same manager account.
Consistent exploration is nonnegotiable, especially for newcomers. Make it a daily habit, regardless of your experience level.
3. Business context is king
Paid search operates within a broader business ecosystem. Performance fluctuations rarely exist in isolation.
Instead of solely scrutinizing campaign metrics, analyze the surrounding landscape:
- Market trends.
- Product quality.
- The overall marketing strategy.
While clients may fixate on ROAS and conversion targets, recognize the limitations imposed by budget constraints and unrealistic expectations.
Experience will sharpen your ability to discern what’s achievable within the platform.
Crucially, collaborate with senior experts to differentiate between paid search challenges and fundamental business or expectation discrepancies.
Dig deeper: 5 ways to align PPC campaigns with business objectives
4. Ditch the process, embrace the data
Rote processes breed stagnation.
Too many campaigns are launched on autopilot, adhering to rigid, “boilerplate” structures – brand, non-brand, display – a cookie-cutter approach applied indiscriminately.
This formula guarantees mediocrity. Instead, become a data interpreter. Really embrace the data.
Ask yourself:
- “What insights does the data reveal?”
- “How can we leverage these insights to maximize results?”
This data-centric approach fuels innovation and transforms you into a strategic powerhouse.
5. Understand PPC’s role in the customer journey
PPC excels in the lower funnel, capturing users with immediate purchase intent.
However, it’s crucial to recognize its limitations.
Brand awareness is primarily cultivated through upper-funnel initiatives like CTV and Facebook campaigns.
While YouTube and Discovery campaigns can contribute to awareness, relying on search for foundational brand building is inefficient.
Non-brand search – particularly for ambiguous keywords like “truck” – yields costly and diluted results due to vague user intent.
Understanding PPC’s strategic position within the customer journey is paramount for effective campaign planning and realistic performance expectations.
Dig deeper: How to set and manage PPC expectations for teams and stakeholders
6. Influencer insights: Take ’em with a grain of salt
While expert insights offer valuable perspectives, remember that context is paramount.
Strategies that succeed in one account may falter in another. Prioritize your own data-driven analysis over blind replication of external playbooks.
Leverage PPC influencer insights as a source of inspiration, not as a rigid blueprint for implementation.
7. Master the basics
Dive deep into keyword matching, search terms, negative keywords, and targeting.
Understand the basic settings and the “unwritten rules” that contradict Google’s support documents – like location settings and the display network inclusion in search.
Foundational mastery is non-negotiable. Develop a comprehensive understanding of core PPC principles.
Dig deeper: 5 essential PPC skills every agency pro must have
8. Platform-specific advice: Be discerning
Exercise critical judgment when evaluating platform-generated recommendations.
Platform suggestions are not inherently aligned with your account’s best interests.
Google representatives, for instance, may advocate strategies that prioritize platform revenue over your specific objectives.
Similarly, interface prompts often encourage changes that may not be strategically sound.
Remember, platform goals and your business goals may diverge.
Approach platform advice with the same skepticism you would financial guidance from a credit card provider – their primary objective is to increase spending.
Dig deeper: Top Google Ads recommendations you should always ignore, use, or evaluate
9. Master the art of ad copy
Writing persuasive ad copy remains a critical differentiator – a skill that can fast-track your success in PPC.
While automation and algorithms dominate many aspects of paid search, the ability to craft compelling, human-centered language is a rare and invaluable asset.
As a senior strategist, my days are consumed by high-level strategy, budget allocation, and stakeholder management.
By the time I’ve finalized a campaign framework and gotten sign-off, I’m often mentally exhausted.
Expecting me to then conjure up brilliant ad copy? Not a chance.
That’s where you, as a junior strategist, have an opportunity.
Don’t underestimate the power of strong ad copy – and the brainpower it takes to write it.
It’s more than just clever writing; it’s about understanding the target audience, conveying value propositions, and driving meaningful action.
A junior strategist who consistently delivers persuasive, high-converting copy is a godsend.
It’s an immediate way to prove your worth, become an indispensable team member, and accelerate your career growth.
So, hone that skill, embrace those copy templates and sitelink assets, and watch the doors swing open.
10. Consistent monitoring is key
PPC is an ongoing process – don’t set it and forget it.
Check your accounts regularly, even if you decide not to make changes.
Think of PPC as tending a garden. You wouldn’t constantly dig up plants, replant them, and add new fertilizers every day.
Sometimes, the best thing you can do is simply observe, water when needed, and let nature take its course.
The same goes for paid search.
Regular check-ins, even without immediate changes, give you a deeper understanding of account behavior.
You’ll develop a sense of what’s normal, what’s not, and when intervention is truly necessary.
This “zen” approach to monitoring allows you to:
- Spot anomalies quickly: If something unexpected happens – a sudden spike in CPCs, a drop in conversions, or a rogue campaign draining your budget – you’ll identify it immediately and take action.
- Anticipate trends: By observing patterns over time, you can anticipate seasonal fluctuations, competitor activity, and other factors that might impact performance.
- Build confidence: The more familiar you are with your accounts, the more confident you’ll feel in your ability to manage them effectively.
Dig deeper: PPC management checklist: Daily, weekly and monthly reviews
11. Budget management: Don’t panic
Budget management is the unsung hero of successful PPC campaigns – and it’s a great entry point for junior strategists to make a real impact.
Mastering this skill isn’t just about number crunching; it’s about understanding how Google Ads allocates budgets across campaigns and over time.
Familiarize yourself with the nuances of daily and monthly budgets, and remember the crucial 30.2-day rolling average that influences spending patterns.
Avoid making impulsive daily adjustments. Instead, adopt a strategic, data-informed approach.
Explore the budget management tools and scripts available within the platform.
These resources can automate tasks, provide insightful visualizations, and help you maintain spending targets.
By taking ownership of budget management, you’ll free up senior strategists to focus on higher-level tasks while gaining invaluable experience in a core aspect of PPC.
It’s a stepping stone to mastering campaign strategy and essential to keeping accounts from over- or underspending.
Dig deeper: PPC budgeting in 2025: When to adjust, scale, and optimize with data
12. Beware of account overload
As a junior strategist, it’s easy to fall into the trap of account overload – especially in agency settings.
You might be pressured to juggle 40–50 accounts simultaneously, with the promise of rapid experience gain.
However, this is a recipe for burnout and subpar performance.
While the ideal number of accounts depends on their complexity, spreading yourself too thin inevitably compromises quality.
When you’re overwhelmed, strategic thinking and in-depth analysis suffer.
You’re forced into reactive mode – checking boxes and putting out fires – instead of proactively optimizing campaigns for maximum impact.
Your value lies in delivering insightful, data-driven strategies, not just completing tasks.
Advocate for a manageable workload that allows you to master the craft and provide exceptional client service.
Final thoughts
Navigating the world of paid search can feel like traversing a constantly shifting landscape – but with the right mindset and a commitment to continuous learning, you can thrive.
Success in PPC isn’t about blindly following trends or succumbing to platform pressures. It’s about:
- Cultivating a data-driven approach.
- Questioning assumptions.
- Understanding the nuanced interplay between strategy, creativity, and human psychology.
As you embark on your paid search journey, embrace the challenges and celebrate the victories.
Never stop questioning, testing, and refining your approach.
Most importantly, remember that your value lies in delivering insightful, impactful solutions that drive meaningful results for your clients.
So, keep learning, growing, and pushing the boundaries of what’s possible in the ever-evolving world of paid search.
You’ve got this!
12 essential paid search tips for newbies
Are you new to the world of PPC?
If so, welcome! We’re thrilled to have you on board.
A career in paid search offers exciting opportunities for growth, creativity, and making a real impact on businesses.
Let me tell you, starting out in 2025 is a whole different ballgame than when I first started in PPC.
In those days, we managed accounts overflowing with millions of keywords, manually adjusted bids, and navigated the platforms while learning how the web was shifting marketing and consumer behavior – all while serving our clients.
This was a time before AI and automation, when text ads were static, and both searchers and marketers approached the internet with less skepticism.
Today, with all the advanced technology at your fingertips, it’s easy to feel overwhelmed in this industry.
You know you’re missing the “been there, done that” context that comes with nearly two decades in the trenches.
I wrote this article to share 12 essential tips for building a strong foundation in paid search with knowledge, clarity, and healthy skepticism.
By the end, you’ll be able to critically assess strategies rather than relying on automated systems or unverified claims about what works in PPC in 2025.
1. The power of ‘why?’
The most potent tool in your advertising arsenal isn’t a new platform or algorithm – it’s the relentless pursuit of “why.”
Question everything:
Consider different campaign objectives (e.g., awareness, consideration, conversion) when asking “why.”
In 2025, “standard” setups are obsolete. While non-brand campaigns, a brand campaign, and a display campaign once dominated, Performance Max (PMax) often delivers superior results.
For ecommerce, a focused strategy of brand campaigns, PMax, and strategic YouTube placements frequently outperforms traditional display.
This isn’t about blindly following trends – it’s about deeply understanding your “why” and your client’s “why.”
Before allocating budget to a standalone YouTube campaign alongside PMax, define its purpose and realistic goals.
A 10 times ROI from YouTube is often unrealistic, but boosting brand recall or branded searches is achievable.
Only through rigorous questioning can you align campaign objectives with realistic expectations – ensuring every dollar spent serves a clear, measurable purpose, whether it’s driving direct conversions or building long-term brand equity.
Dig deeper: Becoming a world-class PPC ad buyer: 8 key lessons
2. Explore every nook and cranny of the platforms
Mastery comes from immersion.
Don’t just navigate your accounts. Explore them.
Click through every dropdown, dissect campaign settings, and question each feature.
“What does this do?” should be your mantra. Then, seek answers. Google is your ally.
Experiment fearlessly; you won’t break anything, and you’ll uncover hidden functionalities.
For example, you could explore the Change history feature to track past modifications and identify the root cause of account performance fluctuations.
Many paid search leaders began as curious explorers, sharing their discoveries and building their expertise.
I personally found new settings, shared insights, and connected with fellow professionals through this process.
Remember, interfaces vary widely, even within the same manager account.
Consistent exploration is nonnegotiable, especially for newcomers. Make it a daily habit, regardless of your experience level.
3. Business context is king
Paid search operates within a broader business ecosystem. Performance fluctuations rarely exist in isolation.
Instead of solely scrutinizing campaign metrics, analyze the surrounding landscape:
While clients may fixate on ROAS and conversion targets, recognize the limitations imposed by budget constraints and unrealistic expectations.
Experience will sharpen your ability to discern what’s achievable within the platform.
Crucially, collaborate with senior experts to differentiate between paid search challenges and fundamental business or expectation discrepancies.
Dig deeper: 5 ways to align PPC campaigns with business objectives
4. Ditch the process, embrace the data
Rote processes breed stagnation.
Too many campaigns are launched on autopilot, adhering to rigid, “boilerplate” structures – brand, non-brand, display – a cookie-cutter approach applied indiscriminately.
This formula guarantees mediocrity. Instead, become a data interpreter. Really embrace the data.
Ask yourself:
This data-centric approach fuels innovation and transforms you into a strategic powerhouse.
5. Understand PPC’s role in the customer journey
PPC excels in the lower funnel, capturing users with immediate purchase intent.
However, it’s crucial to recognize its limitations.
Brand awareness is primarily cultivated through upper-funnel initiatives like CTV and Facebook campaigns.
While YouTube and Discovery campaigns can contribute to awareness, relying on search for foundational brand building is inefficient.
Non-brand search – particularly for ambiguous keywords like “truck” – yields costly and diluted results due to vague user intent.
Understanding PPC’s strategic position within the customer journey is paramount for effective campaign planning and realistic performance expectations.
Dig deeper: How to set and manage PPC expectations for teams and stakeholders
6. Influencer insights: Take ’em with a grain of salt
While expert insights offer valuable perspectives, remember that context is paramount.
Strategies that succeed in one account may falter in another. Prioritize your own data-driven analysis over blind replication of external playbooks.
Leverage PPC influencer insights as a source of inspiration, not as a rigid blueprint for implementation.
Get the newsletter search marketers rely on.
See terms.
7. Master the basics
Dive deep into keyword matching, search terms, negative keywords, and targeting.
Understand the basic settings and the “unwritten rules” that contradict Google’s support documents – like location settings and the display network inclusion in search.
Foundational mastery is non-negotiable. Develop a comprehensive understanding of core PPC principles.
Dig deeper: 5 essential PPC skills every agency pro must have
8. Platform-specific advice: Be discerning
Exercise critical judgment when evaluating platform-generated recommendations.
Platform suggestions are not inherently aligned with your account’s best interests.
Google representatives, for instance, may advocate strategies that prioritize platform revenue over your specific objectives.
Similarly, interface prompts often encourage changes that may not be strategically sound.
Remember, platform goals and your business goals may diverge.
Approach platform advice with the same skepticism you would financial guidance from a credit card provider – their primary objective is to increase spending.
Dig deeper: Top Google Ads recommendations you should always ignore, use, or evaluate
9. Master the art of ad copy
Writing persuasive ad copy remains a critical differentiator – a skill that can fast-track your success in PPC.
While automation and algorithms dominate many aspects of paid search, the ability to craft compelling, human-centered language is a rare and invaluable asset.
As a senior strategist, my days are consumed by high-level strategy, budget allocation, and stakeholder management.
By the time I’ve finalized a campaign framework and gotten sign-off, I’m often mentally exhausted.
Expecting me to then conjure up brilliant ad copy? Not a chance.
That’s where you, as a junior strategist, have an opportunity.
Don’t underestimate the power of strong ad copy – and the brainpower it takes to write it.
It’s more than just clever writing; it’s about understanding the target audience, conveying value propositions, and driving meaningful action.
A junior strategist who consistently delivers persuasive, high-converting copy is a godsend.
It’s an immediate way to prove your worth, become an indispensable team member, and accelerate your career growth.
So, hone that skill, embrace those copy templates and sitelink assets, and watch the doors swing open.
10. Consistent monitoring is key
PPC is an ongoing process – don’t set it and forget it.
Check your accounts regularly, even if you decide not to make changes.
Think of PPC as tending a garden. You wouldn’t constantly dig up plants, replant them, and add new fertilizers every day.
Sometimes, the best thing you can do is simply observe, water when needed, and let nature take its course.
The same goes for paid search.
Regular check-ins, even without immediate changes, give you a deeper understanding of account behavior.
You’ll develop a sense of what’s normal, what’s not, and when intervention is truly necessary.
This “zen” approach to monitoring allows you to:
Dig deeper: PPC management checklist: Daily, weekly and monthly reviews
11. Budget management: Don’t panic
Budget management is the unsung hero of successful PPC campaigns – and it’s a great entry point for junior strategists to make a real impact.
Mastering this skill isn’t just about number crunching; it’s about understanding how Google Ads allocates budgets across campaigns and over time.
Familiarize yourself with the nuances of daily and monthly budgets, and remember the crucial 30.2-day rolling average that influences spending patterns.
Avoid making impulsive daily adjustments. Instead, adopt a strategic, data-informed approach.
Explore the budget management tools and scripts available within the platform.
These resources can automate tasks, provide insightful visualizations, and help you maintain spending targets.
By taking ownership of budget management, you’ll free up senior strategists to focus on higher-level tasks while gaining invaluable experience in a core aspect of PPC.
It’s a stepping stone to mastering campaign strategy and essential to keeping accounts from over- or underspending.
Dig deeper: PPC budgeting in 2025: When to adjust, scale, and optimize with data
12. Beware of account overload
As a junior strategist, it’s easy to fall into the trap of account overload – especially in agency settings.
You might be pressured to juggle 40–50 accounts simultaneously, with the promise of rapid experience gain.
However, this is a recipe for burnout and subpar performance.
While the ideal number of accounts depends on their complexity, spreading yourself too thin inevitably compromises quality.
When you’re overwhelmed, strategic thinking and in-depth analysis suffer.
You’re forced into reactive mode – checking boxes and putting out fires – instead of proactively optimizing campaigns for maximum impact.
Your value lies in delivering insightful, data-driven strategies, not just completing tasks.
Advocate for a manageable workload that allows you to master the craft and provide exceptional client service.
Final thoughts
Navigating the world of paid search can feel like traversing a constantly shifting landscape – but with the right mindset and a commitment to continuous learning, you can thrive.
Success in PPC isn’t about blindly following trends or succumbing to platform pressures. It’s about:
As you embark on your paid search journey, embrace the challenges and celebrate the victories.
Never stop questioning, testing, and refining your approach.
Most importantly, remember that your value lies in delivering insightful, impactful solutions that drive meaningful results for your clients.
So, keep learning, growing, and pushing the boundaries of what’s possible in the ever-evolving world of paid search.
You’ve got this!
Google Shopping unveils AI-powered fashion and beauty features
Google today rolled out new AI-driven shopping features to help users visualize and try on fashion and beauty products virtually. These updates aim to make online shopping more interactive and personalized.
Key features:
By the numbers.
Why we care. With features like vision match, virtual makeup try-on, and expanded clothing try-on, brands can showcase products in a more interactive way, helping shoppers make confident purchase decisions. These tools create a personalized, immersive shopping experience, which can lead to higher click-through and conversion rates.
What’s next. Google is leveraging its AI models and Shopping Graph to enhance product discovery and help users make more informed buying decisions. These features are rolling out to U.S. shoppers on mobile and desktop platforms.
Bottom line. By integrating AI and AR technologies, Google aims to bridge the gap between online shopping and the in-store experience, making it easier for consumers to visualize and purchase products that match their personal style.
Google is testing Creator Partnerships for YouTube Shorts ads
Google is beta testing Creator Partnerships in Google Ads. This new feature lets advertisers find and promote high-quality YouTube Shorts featuring their brand.
How it works:
Why we care. This tool enables brands to leverage user-generated content (UGC) and creator collaborations more effectively, potentially boosting ad performance and reach.
Between the lines. This move aligns with the growing trend of brands utilizing authentic, creator-driven content in their advertising strategies.
What they’re saying. Kevin Kaneria, who shared a screenshot of the feature on LinkedIn, highlighted its potential for easily linking and promoting creator videos directly from Google Ads accounts.
Bottom line. While in beta and available on an invite-only basis, Creator Partnerships could significantly impact how brands collaborate with creators and utilize short-form video content in their advertising campaigns.
YouTube is revamping mid-roll ad placement
YouTube will change how mid-roll ads are placed in videos starting May 12. YouTube aims to improve the viewer experience and increase revenue opportunities for creators.
How it works:
Why we care. The update will shift ad placements to more natural breakpoints, like pauses and transitions, instead of interrupting sentences or action sequences — potentially reducing viewer drop-offs. However, with it being an additional setting and not a replacement for the old setting, you should be ready to revert to the setting that works best for your campaign.
The impact:
What’s next. These changes suggest YouTube is betting big on its automated ad detection, nudging creators toward auto-placement for a more seamless experience — and more ad revenue.
Americans search Google 126 times per month on average: Study
American desktop users perform 126 unique Google searches per month, on average, according to a new analysis of search behavior published by SparkToro co-founder Rand Fishkin. The median average was 53 Google unique searches per month.
By the numbers. Here are some additional findings about American searchers, beyond the headline statistic:
Google Search by vertical. A whopping 86.94% of Americans use Google.com (Google’s homepage search experience) to search. As for Google’s other vertical options:
As the study notes about this section:
Why we care. There’s been much speculation that AI tools and answer engines will negatively impact Google’s search dominance. However, this data confirms that Google’s search volume is still massive. Future updates to this study could reveal whether there is any truth to Gartner’s oft-cited prediction that traffic from search engines will fall by 25% by 2026.
The intrigue. Hours before this report was published, we reported that Google processes more than 5 trillion searches per year. Datos’ estimate for the number of annual Google searches: 5.9 trillion. According to Fishkin:
About the data. Fishkin partnered with Datos (a Semrush company), which only tracks web browser activity. That means searches made within mobile apps (e.g., Google search, Google Maps) are excluded from this research. Only searches on Google.com and its five main vertical options were counted.
The research. How Often Do Americans Search Google? Which Search Verticals Do They Use?
7 tips for SEO newbies
SEO is a fast-moving, marketing-centric industry that will always keep you on your toes.
If you’re just getting started, it can be overwhelming without a guide.
There are many facets and specializations in SEO that come later in a career – local, technical, content, digital PR, UX, ecommerce, media – the list goes on.
However, that level of specialization isn’t something a junior professional needs to focus on right away.
Much like a liberal arts degree or an apprenticeship, a newcomer to SEO should first develop a broad understanding of the entire discipline before choosing a specialty.
This article covers several ways to build that foundational knowledge of search engine optimization.
1. Start with the business
Whether you’re in-house or at an agency, resist the urge to jump straight into “solution mode” when beginning an SEO project.
Instead of immediately focusing on meta tags, keywords, backlinks, or URL structure, start by understanding the business itself.
Here are some key questions to consider as you browse the website:
If you have the time or opportunity, dig deeper by asking your boss or client these business-focused questions:
Even without that level of detail, the first three questions provide a useful frame of reference for determining the best SEO approach.
2. Be curious, ask questions
SEO now touches nearly every aspect of digital marketing.
Because of that, SEOs often become social butterflies, regularly collaborating with other departments and specialties.
I’ve been in SEO for 15 years now (which makes me feel old), but I continue to ask my clients questions every day.
This field encourages curiosity, so rather than feeling frustrated by what you don’t fully understand, embrace being the one to ask the “dumb questions.”
There’s no such thing as a dumb question, by the way.
Dig deeper: How to become exceptional at SEO
3. Build from the foundations of SEO
As mentioned earlier, SEO has many specializations. Some, like video or local SEO, are referred to as “search verticals.”
If you’re new to the field, start with the basics: the website and how Google presents search results.
Once you understand the business, try a simple exercise to analyze your site’s optimization.
Open a key product, category, or service page in one window. In another, search for a term you think users would enter to find that page.
Compare what appears in the search results with your own page and the pages that rank for that term.
For example, in a search for “running shoes,” a few things stand out:
If I were a new SEO at Nike and assumed the “running shoes” category page could rank for the “running shoes” query, I would rethink that after reviewing the search results.
If ranking for that broad term were a priority, I would create a running shoe comparison article featuring high-quality images of real people using the shoes – maybe even a video, if budget allowed.
If your page aligns more closely with the search results, analyze the top-ranking pages and adapt successful elements to your own site.
Be critical and specific about what you can improve. (Never copy content directly.)
At its core, SEO is about identifying what Google deems important for a given product or service, then doing it better than the competition.
Many SEOs get caught up in tools and tactics and forget to examine the search results themselves.
Break that habit early and make reviewing Google’s search results a key part of your research process.
4. Dabble in the technical side and build relationships with your developers
Technical SEO is one of the more complex specializations in the field and can seem intimidating.
If you’re using a major CMS, your technical foundations are likely solid, so today, much of technical SEO focuses on refinements and enhancements.
While it’s important to develop technical knowledge, a great way to start is by building relationships with your development team and staying curious.
Asking questions makes learning more interactive and immediately relevant to your work.
Exploring coding courses or creating your own website can also help you develop technical skills gradually instead of all at once.
Some argue that you can be a good SEO without technical expertise – and I don’t disagree.
However, understanding a website’s inner workings, how Google operates, and even how large language models (LLMs) function can help you prioritize your SEO efforts.
Code is Google’s native language, and knowing how to interpret it can be invaluable when migrating a site, launching a new one, or diagnosing traffic drops.
Dig deeper: SEO prioritization: How to focus on what moves the needle
Get the newsletter search marketers rely on.
See terms.
5. Learn the different types of information Google shows in search results
The way search results are presented today vastly differs from 10 or 15 years ago.
Those who have been in the industry for a while have had the advantage of adapting gradually as Google has evolved.
Newcomers, on the other hand, are thrown into the deep end, facing a wide range of search features all at once – some personalized, some not, and some appearing inconsistently.
This can be challenging to grasp, even for experienced SEOs.
Google has invested heavily in understanding user intent and presenting search results in a way that best addresses it.
As a result, search results may include:
Building visibility for each of these features often requires a unique approach and specific considerations.
These search result types are now industry jargon, so a glossary can help you learn SEO terminology.
6. Learn the different types of query intent classifications
Google’s mission is to “organize the world’s information and make it universally accessible and useful.”
As part of this, Google works to understand why people search for something and provides the most relevant results to match that intent.
To do this, they classify queries based on intent.
The Search Quality Evaluator Guidelines, a handbook Google provides to evaluators who manually assess website and search result quality, also touches on understanding user intent:
When conducting keyword research, it’s helpful to analyze both your site and the queries you’re targeting through this lens.
Many SEO professionals also use these broader, traditional intent categories, though they don’t always align perfectly with Google’s classifications:
Rather than focusing solely on keywords, take a step back and consider the intent behind the search. Understanding intent is essential for SEO success.
Dig deeper: Why traditional keyword research is failing and how to fix it with search intent
7. Do the research yourself before finding ways to use LLMs
Your company may already have guidelines for using LLMs like ChatGPT or Claude for tasks such as keyword research, content creation, or competitor analysis.
However, if you’re new to SEO, I strongly recommend completing at least one full project using tools like Google Search Console, Semrush, or Ahrefs without LLM support.
While AI can speed up the process, relying on it too early has drawbacks:
While it may be tempting to jump straight into strategy rather than hands-on execution, senior SEOs develop their strategic mindset through years of practical work across different clients and industries.
Skipping this foundational experience could make it harder to recognize large-scale patterns and trends.
Dig deeper: Why you need humans, not just AI, to run great SEO campaigns
Laying the groundwork for SEO success
SEO offers endless opportunities once you master the fundamentals. If you’re just starting out, focus on these core areas:
Keep it simple. Stay focused. Be business-led.
Build your SEO expertise on a strong foundation, and your career will grow from there.
Google offers QR codes to get reviews from customers
Google Business Profiles has added a new QR code you can use to make it easier to get reviews on your Google local listing within Google Maps and Google Search. The QR code, when accessed, jumps the user directly to the add review form, so there is little distraction to read other reviews or difficulty finding the form.
How to access it. You can access the new QR code on desktop by searching for your business, then clicking on “Ask for reviews” or by going to your reviews and clicking on “Get more reviews.” This can be found in your Google Business Profile within Google Search on desktop.
What it looks like. Here is an example of my QR code for my business that I shared:
What does it do. When you scan the code, you are taken directly to the add review form for that business. You can post this QR code in your store, add it to your website, email signature or other areas so your customers can quickly scan it and leave you a review. You can also just link to the page using the review link listed above the QR code.
Why we care. Reviews on your Google Business Profile can help you stand out from your competitors. So you should aim to get more positive reviews from happy customers, whenever possible. Just make sure those reviews and how you obtain them comply with Google’s policies.
Pinterest SEO: Your guide to brand discovery
Search is evolving, and social platforms are now at the heart of discovery.
Pinterest, in particular, has emerged as a powerful visual search engine, driving traffic and engagement for brands, bloggers, and businesses.
Unlike traditional social media, which thrives on conversations and real-time interactions, Pinterest is built for intent-driven discovery – where users actively seek inspiration, ideas, and products.
This presents a unique opportunity for search marketers.
Pinterest users often arrive with high intent, making it an invaluable platform for organic visibility and referral traffic.
To maximize discoverability, understanding how Pinterest search works along with SEO best practices is essential.
This article breaks down:
How Pinterest works as a search engine
At its core, Pinterest is more than just a social platform – it’s one of the original discovery engines.
Unlike Instagram or Facebook, where content is driven by social interactions and chronological feeds, Pinterest prioritizes search intent and content relevance.
Users come to Pinterest with a purpose:
More importantly, they arrive with intent – often high purchase intent – making them ready and willing to become customers of the brands they discover on the platform.
Dig deeper: How Gen Z is redefining discovery on TikTok, Pinterest, and beyond
Pinterest’s Smart Feed: How content is ranked
Pinterest does not display content in simple chronological order. Instead, it uses a proprietary algorithm called the Smart Feed, which ranks and curates content based on user behavior, engagement, and search activity.
Key factors that influence Pinterest rankings include:
Differences between traditional search vs. Pinterest search
While Pinterest and traditional search engines like Google are search-capable platforms, their mechanics differ in several ways.
Keyword research for Pinterest SEO
Just like with traditional SEO, keyword research is the foundation of Pinterest SEO.
Since Pinterest functions as a visual search engine, understanding how users search for content is essential to optimizing your Pins, boards, and profile.
Unlike Google or Bing, Pinterest doesn’t provide exact search volume data.
However, it offers valuable insights through autocomplete suggestions, the Pinterest Trends toolkit, and third-party tools.
Conducting keyword research using Pinterest’s search bar
One of the easiest ways to find relevant keywords is by using Pinterest’s search bar autocomplete feature. Here’s how.
Example: Typing “summer outfit” might generate suggestions like “summer outfit ideas,” “summer outfit for vacation,” or “summer outfit aesthetic.”
These variations can be valuable additions to your Pins and boards if you aim to rank for that type of query.
Using Pinterest Trends for search volume and seasonality insights
Pinterest Trends allows search and social teams to:
By analyzing search interest fluctuations, you can determine when specific topics gain traction and adjust your posting schedule to maximize visibility and engagement.
To use Pinterest Trends:
Example: If searches for “Christmas gift ideas” peak in November, start publishing optimized Pins for that keyword in September or October to gain traction before competition increases.
Tools and methods to discover high-performing keywords
In addition to Pinterest’s built-in search and trend tools, external resources can help refine your keyword strategy. Here are a few options:
Dig deeper: SEO beyond Google: Building your brand on Reddit, Quora, TikTok and more
Get the newsletter search marketers rely on.
See terms.
Optimizing Pins for search discovery
Now that we understand keyword research and content trends, the next step is optimizing your Pins.
Since Pinterest is a visual-first platform, the design, format, and metadata of your Pins play a crucial role in performance.
Well-optimized Pins rank higher in search results and attract more saves, clicks, and engagement – fueling further algorithmic distribution.
Best practices for Pin design
The visual appeal of a Pin directly impacts its discoverability and engagement. Follow these design best practices:
Example: A food brand sharing a recipe should use a high-quality image of the dish, add a clear text overlay with the recipe name, and subtly place the brand logo in a non-intrusive spot.
Dig deeper: Visual content and SEO: How to use images and videos in 2025
Writing optimized pin titles and descriptions
Like traditional search engines, Pinterest relies on text-based metadata to understand and rank content.
A well-crafted title and description with relevant keywords increases a Pin’s visibility in search results.
Tips for title optimization
Tips for description optimization
Example:
Analytics tools to monitor your performance
Pinterest SEO doesn’t stop at keyword research and Pin design.
Ongoing performance tracking is essential for refining your strategy.
Pinterest’s built-in Analytics provides insights into:
Additionally, Google Analytics offers deeper insight into Pinterest-driven website traffic and conversions.
How to track performance using Pinterest Analytics
Like traditional search, Pinterest Analytics helps measure content performance.
Available for Pinterest Business accounts, it provides valuable data on Pin engagement, audience behavior, and trends.
Key Pinterest performance metrics include:
Top tip: If a Pin has high impressions but low outbound clicks, test different images, headlines, and descriptions to improve engagement.
If a Pin has low impressions, revisit your keyword strategy to ensure alignment with user searches.
Using Google Analytics to track Pinterest’s impact
While Pinterest Analytics tracks in-platform engagement, Google Analytics offers insight into Pinterest’s impact on website traffic and conversions.
To track Pinterest referrals:
Final thoughts
I’ve long been an advocate for a “search everywhere” approach – and Pinterest is proving why that strategy is essential.
It’s clear that Pinterest is more than a social media platform. It’s a powerful discovery engine that lets you connect with an audience that is actively searching for inspiration and solutions.
By applying familiar SEO techniques like keyword research and combining them with social-driven best practices – such as high-quality visuals and a strategic posting schedule – you can enhance discoverability and drive consistent traffic to your website.
Whether you’re a blogger, ecommerce brand, or content creator, mastering Pinterest SEO gives you a competitive edge in today’s evolving search landscape.
Dig deeper: Search everywhere optimization: 7 platforms SEOs need to optimize for beyond Google
Google Ads stop running for some advertisers
Starting on Saturday, March 1, 2025, some advertisers have noticed their ads are not running and not getting impressions or clicks. The ads are simply not being served or delivered. In fact, there are tons of complaints about this in the Google Ads Forum.
Google has not yet commented on the issue.
What we know. Starting March 1, some advertisers are saying that some of their campaigns are not serving ads. Some are saying they have received zero impressions or clicks on their ads. The crazy thing, this has been now going on for almost two days and Google has not responded about the issue, at least not yet, since it is the weekend.
We do not know exactly how widespread the issue but as I covered at the Search Engine Roundtable, there are tons of complaints about this issue.
Example. Here is a chart I shared from the forums showing the drop in impressions and clicks:
The cause? It is unclear what the cause is but Navah Hopkins posted on LinkedIn her theory, she wrote:
I suspect it might be related to the enhanced CPC for Search and Display Ads deprecating in March, but it is unclear.
Why we care. If you are managing a Google Ads account, you may want to check if the ads ran over the weekend. If not, you may want to reach out to your ad representative at Google to find out what is wrong.
We still do not know what is going on and if this is some sort of bug or policy change.
Top 5 Google Ads opportunities you might be missing
I’ve been auditing Google Ads accounts for over 10 years. I can confidently say that the same issues appear in most accounts.
The good news? These issues are easy to fix and can quickly improve performance.
The five key areas where I consistently find missed opportunities include:
We’ll explore each of these areas in more detail to show you how to unlock better results from your Google Ads campaigns.
1. Optimizing location targeting settings
This is the first item I check when auditing an account, and it’s usually set up incorrectly.
Under the campaign settings, you can enter the target location, but it’s important not to overlook the details.
Beneath the target location, there are two additional options:
By default, Presence or interest is selected.
This means your ads will reach people located in your target area and people who have shown interest in it – even if they’re far away.
In most cases, it’s better to choose Presence to limit targeting to users physically in your specified location.
To check how much you’ve spent on users outside your target location, build a custom dashboard:
Be sure to select User location rather than Matched location. This shows where users were actually located when they saw your ads.
For example, a client targeting people in Australia discovered that, while most ad spend was correctly allocated, a significant amount still went to users outside Australia.
This happened because the default Presence or interest setting was left unchanged – benefiting Google but wasting the advertiser’s budget.
This simple report helps you identify how much money you can save by adjusting your location settings.
Dig deeper: Improve your Google Ads performance: 3 simple setting changes
2. Taking control of auto-applied recommendations
Google serves millions of advertisers with varying experience levels.
While Google Ads provides useful tools for low-touch advertisers, they are not always ideal for active managers focused on optimizing performance.
If you want to manage your ad account effectively – which I highly recommend – this is another area where you can save money and improve results.
Some Google Ads recommendations are valuable, while others are not.
Leaving decisions to the system is poor practice for active managers.
Auto-applied recommendations should be turned off. Instead, review and apply them manually weekly.
You can find auto-applied recommendations in the Recommendations tab:
Some auto-applied recommendations can be harmful if left unchecked:
However, some auto-applied recommendations are generally harmless and can be enabled without manual oversight:
Each account is unique, so evaluate these options based on your specific needs.
Dig deeper: Top Google Ads recommendations you should always ignore, use, or evaluate
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See terms.
3. Simplifying and aligning your campaign structure
There are many ways to structure Google Ads campaigns. While no single approach fits every business, some structures are less effective today.
Common campaign structures include:
The best structure depends on your business context. For instance, a hyper-local service like a locksmith or dentist benefits from location-based campaigns.
Why automated bidding changed campaign structure
Campaigns built around keyword match types are becoming less relevant due to automated bidding.
This system lets Google’s AI adjust bids across keywords, reducing the need for manual bidding.
Focus on customer search intent
The most effective campaign structures mirror how customers search and engage with your product. Start by understanding their search behavior and align your campaigns accordingly.
For example:
Capture sub-niches for better performance
Successful campaigns target sub-niches with enough search volume to drive results.
For instance:
By matching your campaign structure to user intent, you create a seamless path from search keyword → ad copy → landing page – improving both relevance and performance.
It’s critical to avoid key mistakes when building your Google Ads account structure.
Dig deeper: PPC keyword strategy: How to align search intent with funnel stages
4. Leveraging Google Ads Experiments
If your Google Ads account is running smoothly, the next step is to unlock additional performance – this is where Google Ads Experiments come in.
Surprisingly, many account managers overlook this powerful tool, which allows you to test changes with minimal risk and confidently improve your campaigns.
Here’s how to effectively use them:
Without experiments, you’re either making changes blindly or hesitating to implement major updates due to uncertainty.
Google Ads Experiments offer a safe and reliable way to test, refine, and optimize your account – helping you stay agile while minimizing risk.
Dig deeper: What 54 Google Ads experiments taught me about lead gen
5. Refining Perfomance Max for lead generation
Performance Max was originally designed for ecommerce and tends to deliver solid results in that context.
However, for non-ecommerce businesses – such as lead generation or SaaS signups – its performance is often underwhelming.
Here’s why PMax may fall short for lead generation and what to do instead:
A better approach for lead generation is to separate Search and Display campaigns:
While setting up separate campaigns requires more effort than using a PMax campaign, it usually yields higher-quality leads and better long-term results.
For lead generation businesses, relying on PMax without close monitoring and segmentation is unlikely to produce sustainable success.
Dig deeper: How to use Performance Max for any type of business
Fine-tune your Google Ads campaigns with these optimizations
Small changes can make a big difference in Google Ads.
By refining targeting, controlling automation, structuring campaigns effectively, testing with experiments, and using PMax wisely, you’ll drive better results and reduce wasted spend.