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.

An example of a Google Ad (formerly AdWords) from the 2010s.

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.”

The power of ‘why?’ - AI-generated image by Sarah Stemen

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.

Explore every nook and cranny of the platforms - AI-generated image by Sarah Stemen

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.

Business context is king - AI-generated image by Sarah Stemen

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.

Ditch the process, embrace the data - AI-generated image by Sarah Stemen

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.

Get the newsletter search marketers rely on.



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.

Platform-specific advice- Be discerning - AI-generated image by Sarah Stemen

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.

Master the art of ad copy

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.

Consistent monitoring is key - AI-generated image by Sarah Stemen

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.
PPC strategy and human psychology - AI-generated

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 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:

  • Vision match. Users can describe desired clothing items and AI generates visual suggestions with similar shoppable products. For example, search for a garment, scroll to “Can’t find it? Create it” prompt, refine the AI-generated ideas, and browse shoppable products.
  • Virtual makeup try-on. Shoppers can test celebrity-inspired makeup looks using AR, combining products from multiple brands. For example, search for celebrity looks or trends like [spring makeup] on mobile, tap “See the looks on you” and “try it on” to test products.
  • Expanded virtual clothing try-on. Now includes pants and skirts from hundreds of brands, viewable on diverse model body types. For example. search for pants or skirts, select items with a “try on” badge, and view on diverse models from XXS to XXL.

By the numbers.

  • Over 1 billion shopping activities occur daily on Google.
  • More than half of shoppers struggle to find specific clothing items they envision.
  • Over 50% of U.S. makeup users seek online inspiration for new looks.

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.

What YouTube learned by analyzing over 8,000 top 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:

  • Advertisers can discover Shorts videos from YouTube creators that mention their brand or products.
  • The feature is powered by BrandConnect, Google’s creator marketing platform.
  • Once enabled, Creator Partnerships can be accessed under the Tools section in the Google Ads interface.

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.

3 YouTube Ad formats you need to reach and engage viewers in 2025

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:

  • YouTube allows creators to manually place ad breaks or let the platform auto-insert them.
  • Creators will be able to combine manual and automatic ad placement, with YouTube’s system potentially overriding manual selections if it finds a more natural break.
  • The new system aims to improve automatic detection, ensuring better placement while also offering a combined manual and auto option.
  • A new feature will flag “interruptive” manual ad slots, allowing creators to adjust them.

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:

  • YouTube’s tests found that channels using both auto and manual mid-rolls saw a 5% revenue boost compared to those using manual placements alone.
  • Older videos (uploaded before Feb. 24) with manual mid-rolls will automatically get new ad slots at natural breakpoints.
  • Creators can opt out of additional placements via YouTube Studio, but interruptive mid-rolls may lead to lower earnings after the update.

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.

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:

  • 34% conducted more than 101 searches per month.
  • 36% conducted 21-100 searches per month.
  • 30% conducted 1-20 searches per month.

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:

  • Images: 10.62%
  • Video: 1.16%
  • Maps: 0.64% (which “is almost certainly undercounted,” according to Fishkin)
  • News: 0.38%
  • Shopping: 0.23%
  • Web: 0.04%

As the study notes about this section:

  • “This breakdown is looking at the searches that happen in those tabs/sections, not the ones that simply result in a click on a Google News or Shopping result that appeared in the default Google search tab.”

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:

  • “Our math above puts the number at 5.9 Trillion, a little high, likely because Datos’ panel focuses on wealthier countries where more search activity per person is to be expected. Still incredible that they’d come out with numbers the day we publish that help back up the veracity of these results, and the quality of Datos’ panel.”

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:

  • What product or service is being sold?
  • Who is the target audience? (If you’re in-house, who is your company trying to sell to?)
  • Why does the company believe customers should choose them over competitors? (Common differentiators include price, unique features, or benefits.)

If you have the time or opportunity, dig deeper by asking your boss or client these business-focused questions:

  • What are the company’s goals and targets?
  • What is the three- to five-year plan for the business? (Are there plans to launch new products or expand into new markets?)
  • Who are the main competitors, and what are they doing?
A sample of onboarding business questions from Building a Business Brain by FLOQ Academy
A sample of onboarding business questions from Building a Business Brain by FLOQ Academy

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.

Nike website vs. Google search - running shoes

For example, in a search for “running shoes,” a few things stand out:

  • The intent is somewhat mismatched. Nike’s category page targets users who are researching with intent to buy or are already planning a purchase. However, the search results display articles comparing different running shoes.
  • Scrolling down, you might see an image carousel, a “Nearby Stores” section, and “People Also Ask” results.

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. 

  • Do most of them have an on-page FAQ while yours doesn’t? 
  • A product video? Detailed specs? User reviews? 

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.



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:

  • Videos.
  • Images.
  • People Also Ask.
  • Related Searches.
  • AI Overviews.
  • AI-organized search.
  • Map results.
  • Nearby shopping options.
  • Product listings.
  • People Also Buy From.
  • News

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.

Search Quality Evaluator Guidelines - Understanding user 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: 

“It can be helpful to think of queries as having one or more of the following intents. 

  • Know query, some of which are Know Simple queries.
  • Do query, when the user is trying to accomplish a goal or engage in an activity.
  • Website query, when the user is looking for a specific website or webpage.
  • Visit-in-person query, some of which are looking for a specific business or organization, some of which are looking for a category of businesses.”

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:

  • Informational: Who, what, when, where, how, why.
  • Commercial: Comparison, review, best, specific product.
  • Transactional: Buy, cheap, sale, register.
  • Navigational: Searching for a specific brand.

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:

  • Slower learning curve: If an LLM does the heavy lifting, you miss the experience of making strategic trade-offs, such as choosing a low-volume, mid-competition keyword over a high-volume, high-competition one.
  • Lack of instinct for accuracy: Without firsthand research experience, it’s harder to recognize when an LLM generates inaccurate information or pulls from an unreliable source.
  • Reduced impact: Google is increasingly sophisticated in detecting “repetitive content.” Relying too much on LLMs for mass content creation could hurt performance, whereas a more focused, strategic approach might yield better results.

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:

  • The business.
  • The search results.
  • User intent.

Keep it simple. Stay focused. Be business-led. 

Build your SEO expertise on a strong foundation, and your career will grow from there.

 

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 functions as a search engine.
  • The key ranking factors that influence visibility.
  • The best ways to optimize your content for discovery. 

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:

  • To find inspiration.
  • To plan projects.
  • To discover new ideas. 

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:

  • Relevance to the search query: Pinterest relies heavily on keywords in Pin titles, descriptions, board names, and even image alt text. Optimized content with clear intent performs better in search.
  • Engagement metrics: Pins with high engagement (saves, clicks, and close-ups) signal value to Pinterest, increasing their likelihood of appearing in feeds and search results.
  • Freshness of content: Pinterest favors newly created Pins over reshared or older content. Consistently uploading fresh, high-quality content boosts visibility.
  • Pinner authority and board quality: The credibility of the account posting the Pin matters. Established accounts with well-organized, keyword-rich boards tend to have better visibility.
  • Image quality and format: Pinterest prioritizes visually appealing, vertical images (2:3 aspect ratio) that encourage engagement. Clear, high-resolution images with compelling overlays perform best.

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.

Table - Differences between traditional search vs. Pinterest search

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.

  • Start typing a broad keyword: Enter a general term related to your niche, such as “home decor.”
  • Look at Pinterest’s auto-suggestions: As you type, Pinterest displays popular search queries based on previous user behavior. These suggestions indicate high-interest topics.
  • Refine and expand keywords: Click on a suggested keyword to see additional related opportunities. This can help identify long-tail keyword variations.

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.

Pinterest summer outfit

Using Pinterest Trends for search volume and seasonality insights

Pinterest Trends allows search and social teams to:

  • Track rising and declining trends over time.
  • Compare keyword popularity.
  • Identify seasonal patterns to plan content accordingly.

By analyzing search interest fluctuations, you can determine when specific topics gain traction and adjust your posting schedule to maximize visibility and engagement.

Pinterest Trends

To use Pinterest Trends:

  • Visit trends.pinterest.com or access it from your Pinterest Business account.
  • Enter relevant keywords to see interest over time and related trending searches.
  • Identify peak times for specific topics (e.g., searches for “Halloween costume ideas” spike in September and October).
  • Adjust your content calendar to publish content before peak trends to increase engagement.

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:

  • Pinterest Ads Manager: Provides keyword suggestions when setting up an ad campaign. Even if you’re not running ads, you can use it for organic research.
  • Google Keyword Planner: While not Pinterest-specific, it helps identify related search terms that users may also search for on Pinterest. You can then verify these terms using Pinterest-specific tools.
  • Buzzabout.AI: Helps analyze social media conversations around specific topics, offering insight into potential keyword opportunities.

Dig deeper: SEO beyond Google: Building your brand on Reddit, Quora, TikTok and more

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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.

An Anthropologie pin that showcases several of our recommended best practices
An Anthropologie pin that showcases several of our recommended best practices.

Best practices for Pin design

The visual appeal of a Pin directly impacts its discoverability and engagement. Follow these design best practices:

  • Use the optimal image size: Pinterest recommends a 2:3 aspect ratio (1,000 x 1,500 pixels) to prevent cropping.
  • Include clear text overlays: Readable text on images improves engagement and quickly communicates the Pin’s value.
  • Maintain consistent branding: Use brand colors, fonts, and logos to establish recognition and build trust.
  • Choose high-quality visuals: Bright, high-resolution images with minimal clutter perform best. Lifestyle and product images tend to receive higher engagement.
  • Create fresh Pins regularly: Pinterest favors new content, so repurposing blog posts or redesigning Pins with updated visuals helps maintain visibility.

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

  • Keep titles between 40–100 characters – concise yet descriptive.
  • Front-load primary keywords at the beginning.
  • Use an engaging hook to attract attention.

Tips for description optimization

  • Write detailed descriptions (up to 500 characters) incorporating primary and secondary keywords naturally.
  • Use a conversational, engaging tone to encourage interaction.
  • Include a clear call to action (CTA) when appropriate.

Example:

  • Pin title: “Best Morning Skincare Routine for Glowing Skin”
  • Pin description: “Looking for a simple yet effective morning skincare routine? This guide covers the best products and steps for glowing skin. From gentle cleansers to SPF protection, discover the essentials for healthy skin. Save this Pin for your daily routine inspiration!”

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:

  • What’s working.
  • What’s not.
  • How to optimize content for better visibility and engagement. 

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:

  • Impressions: The number of times a Pin appears in feeds, search results, or category pages.
  • Saves (Repins): The number of times users save a Pin to their own boards. Saves signal value to Pinterest, boosting visibility.
  • Outbound clicks: The number of times users click a Pin to visit your website. A high click-through rate (CTR) indicates effective content.
  • Close-ups: The number of times users tap or zoom in on a Pin. A high close-up rate suggests interest but may indicate the need for clearer CTAs.
  • Engagement rate: A combination of saves, clicks, and interactions that indicate a Pin’s overall effectiveness.

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:

  • Open Google Analytics and navigate to Acquisition > Traffic Sources.
  • Filter by Referral Traffic and locate Pinterest as a source.
  • Analyze bounce rate, session duration, and conversions to evaluate Pinterest’s role in driving valuable traffic.

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

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:

Looks like eCPC got disapproved – my other theory is that it’s tied to Google Business Profile (brands connecting their GBP for local ads). Anyone with a GBP connected to their Google Ads NOT experiencing the outage?

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:

  • Location targeting: A default Google Ads setting can cause your ads to reach users outside your intended area. This is easy to fix and can save you measurable amounts of money.
  • Auto-applied recommendations: Allowing Google to auto-apply changes can lead to costly mistakes. It’s better to review and apply these manually, except in specific cases.
  • Campaign structure: Different structures work best in different situations.
  • Campaign experiments: This underused feature allows you to test and apply changes with minimal risk – yet 90% of accounts overlook it.
  • Performance Max for lead gen: While PMax can drive lead volume, the quality is often low. It works best for ecommerce and is rarely ideal for lead generation.

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: 

  • Presence or interest.
  • Presence.
Google Ads - Locations settings

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:

  • Navigate to Campaigns > Dashboards.
  • Add Country/Territory (User location) as a row.
  • Include metrics like Cost, Clicks, or Impressions.
Google Ads - Custom campaign dashboards

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. 

Sample custom campaign dashboard in Google Ads

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:

Google Ads - Campaigns > Recommendations

Some auto-applied recommendations can be harmful if left unchecked:

  • “Add responsive search ads”: This allows the system to create new ad headlines and descriptions using content from your website. I recommend reviewing all ads before deployment. Leaving it to Google can result in awkward ad copy that may harm your brand and create compliance or legal risks.
  • “Add new keywords”: This applies new keyword targeting, which may include irrelevant or broad match keywords. While some suggestions are useful, it’s best to review them manually.

However, some auto-applied recommendations are generally harmless and can be enabled without manual oversight:

  • “Use optimized ad rotation”: This shows higher-performing ads more frequently instead of splitting impressions evenly. If you’re comfortable letting Google decide which ads to prioritize, this can be useful.
  • “Remove non-serving keywords”: This helps reduce account clutter by removing keywords that do not receive impressions, which is usually beneficial.

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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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:

  • Keyword match types: Separate campaigns for exact match and broad match keywords, where the same keyword appears in different campaigns with different match types.
  • SKAGs (single keyword ad groups): Each ad group targets a single keyword, allowing highly specific ad experiences. This approach requires many campaigns and ad groups.
  • Locations: One campaign per geographic region, such as a city, state, or suburb.

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.

  • Automated bidding works best when keywords are grouped together, giving the system more data to optimize performance.
  • Manual bidding is still useful in specific cases, like new service launches or managing high-performing (hero) keywords.

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:

  • A dentist may offer emergency, general, and root canal services. However, customers often search for “cheap dentist,” “dentist near me,” or “best-reviewed dentist.” Campaigns should reflect these search patterns, not just the business’s internal service categories.
  • A mortgage restructuring company might label its service technically, but people are more likely to search for terms like “change my loan” or “update mortgage rate.” Targeting these common phrases improves results.

Capture sub-niches for better performance

Successful campaigns target sub-niches with enough search volume to drive results.

For instance:

  • A bank offering multiple products – loans, bank accounts, and credit cards – can improve performance by drilling down into specific categories like rewards cards or low annual fee cards. 
  • Users searching for “rewards cards” show a clearer intent than those searching for “credit cards.”

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.  

  • Do build campaigns that reflect customer search intent and are as simple as possible.
  • Don’t rely on outdated, complex structures that hinder automated bidding.

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.

Google Ads Experiments section

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:

  • Define your test: Identify a specific change you want to evaluate – such as increasing bids by a percentage, adding new keywords, or adjusting keyword match types.
  • Apply the change: Implement the change to a portion of the traffic (50% is a common starting point) while keeping the other half as a control group.
  • Measure the results: Monitor key metrics (CTR, CPA, ROAS) in real time. The platform provides statistical significance to help you evaluate performance.
  • Act on the outcome: If the change improves performance, apply it to the entire campaign with a single click. If results decline, you can easily revert the campaign to its previous state.

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:

  • Lead quality issues
    • While PMax can generate a high volume of leads, these leads often lack quality. 
    • Many lead generation businesses initially see promising results but are disappointed upon closer inspection.
  • Why it works for ecommerce
    • PMax performs better when paired with a product feed, allowing for more precise targeting. 
    • You can further refine performance by segmenting your product feed by categories or by top and bottom performers.
  • Challenges for lead generation
    • Without a product feed, Google heavily favors Google Display Network (GDN) inventory. This often results in a flood of low-cost but low-quality leads – many of which may be spam.

A better approach for lead generation is to separate Search and Display campaigns:

  • Create dedicated Search and Display campaigns to control your budget and targeting on each network.
  • Use a dedicated GDN campaign for remarketing and custom search intent to maintain better oversight.

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.