The new PPC skill set: From keyword manager to system optimizer
AI-driven Google Ads is changing the PPC role from campaign execution to signal design, conversion architecture, and system guidance.
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Sarah Stemen's latest articles
The real strategy behind negative keywords in 2026
From match types to automation, learn how to make smarter exclusion decisions that align with account goals.
Why too many micro-conversions hurt PPC performance
Overusing micro-conversions can distort CPA and ROAS. Learn how to structure signals to align PPC performance with real revenue.
Are your PPC ads still authentic in the age of AI creative?
AI can generate endless ad variations, but not every edit is ethical or policy-safe. Here’s a framework for responsible AI imagery in PPC.
In Google Ads automation, everything is a signal in 2026
Automation performance depends on signal quality. Learn how Google Ads prioritizes signals, how pollution starts, and how to correct drift.
How Google Ads paces, caps, and recalculates spend when budgets change
Mid-flight budget changes trigger step changes, new limits, and revised forecasts. Here’s how to model the impact and avoid surprises.
Why PPC tests in 2026 call for nuance, not winners
Today’s PPC tests surface patterns and affinities rather than absolutes. Learn to read modern signals and communicate insights with clarity.
4 times PPC automation still needs a human touch
Even the smartest PPC automation can go off track. Here are four situations where human oversight keeps campaigns efficient and safe.
PPC in the age of zero-click search: How to stay profitable
Fewer clicks mean higher stakes. Win visibility with precise targeting, value-based bidding, and authority across paid and organic search.
When to trust Google Ads AI and when you shouldn’t
Google Ads AI can boost ROI – or waste your spend. Learn how to tell the difference and take control of your campaigns.
What to do when Google Ads performance declines
Facing a Google Ads slump? Use this step-by-step framework to regain control, communicate clearly, and optimize strategically.
Auditing the Performance Max black box: A strategic approach
Want better ROAS from Performance Max? This audit checklist gives you the levers to pull – across campaigns, creatives, and audience signals.
How Google Ads’ AI tools fix creative bottlenecks, streamline asset creation
Google's new AI tools promise to revolutionize ad creative, making video and image production faster, smarter, and easier to scale.
Value-based bidding: Why it’s key to boosting your Google Ads
Here’s how these two bid strategies can optimize your Google Ads campaigns for the most valuable actions and overall profitability.
Your guide to Google Ads Smart Bidding
Stop letting Smart Bidding run wild. Control and optimize it for better conversions, smarter spending, and real performance gains.
12 essential paid search tips for newbies
Master paid search with essential tips to question assumptions, analyze data, and optimize campaigns effectively.
How AI makes paid search audits faster and better
Here’s how AI-powered paid search audits can help streamline analysis, flag inefficiencies, and simplify reporting for better PPC results.
Your PPC guide to effective product category research
In-depth product category research helps you target the right audience, optimize keywords, and boost ROI. Here’s how to do it the right way.
How to measure YouTube ad success with KPIs for every marketing goal
Optimize your YouTube ad strategy by focusing on the right metrics to align with your marketing objectives and prove ROI.
How a Google breakup could change the PPC industry
With Google’s adtech antitrust trial, the future of paid search hangs in the balance. Here’s what it means for PPC marketers and advertisers.
19 keyword mining tools and strategies for PPC campaign growth
Discover 19 innovative tools and strategies to find fresh search terms for your PPC campaigns and gain a competitive edge.
Does generative AI save time in PPC?
Unpack the benefits and limitations of using generative AI in PPC and how to leverage it to streamline your workflow.
The high cost of PPC efficiency
Here’s how to strike a balance between short-term gains and sustainable growth through strategic paid search campaigns.
How to build a high-performing paid search team
Strategies for assembling an effective PPC team, including tips on hiring experienced vs. new talent, defining roles and more.
Why paid search marketers need a growth mindset
Learn why adaptability and continuous learning are key to success in your PPC career and how to cultivate a growth mindset.
6 ways to use AI for paid search account restructuring
Embracing AI is key to smarter PPC management. Let AI do the heavy lifting on these key tasks, from keyword research to bidding strategy.
Negative keywords in paid search: 6 strategies for effective implementation
Learn hands-off vs. aggressive approaches, platform variations and best practices to improve ad relevance with negative keywords.
Craft winning paid search ads in 2024: 4 best practices
Stay ahead of the curve in paid search advertising. Learn how to create compelling ads that resonate with your audience and drive conversions.