Search Engine Land

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Search marketing jobs" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-550x310.jpg 550w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

Looking to take the next step in your search marketing career? 
Below, you will find the latest SEO, PPC, and digital marketing jobs at brands and agencies. We also include positions from previous weeks that are still open.
Newest jobs in SEO, PPC and digital marketing
SEO Consultant, Botify (Remote)
Salary: $130,000
Engage in discovery sessions to learn about customers’ businesses, their strategic initiatives, goals, and progress towards achieving the goals
Carry out detailed site audits and propose and present SEO strategies and roadmaps
Sr. SEO Content Strategist, Smartsheet (Remote)
Salary: $120,000 – $157,500
Help to define and execute Smartsheet’s global SEO strategy.
Conduct comprehensive opportunity analyses, including keyword research, query intent mapping, competitive assessments, and SERP landscape evaluations, to prioritize initiatives that drive traffic and conversions.
Sr. SEO Manager, Okta (Remote)
Salary: $150,000 – $224,000
Report directly to the Director of Digital Acquisition within our Digital Team
Create and communicate SEO strategy roadmaps with stakeholders and marketing leadership
Sr. SEO Director, Ignite Visibility (Remote)
Salary: $100,000 – $140,000
Director will be responsible for quarterly reviews of campaign progress via ranking reports, Google Search Console, and analytics data.
The director will review campaigns 2 months after Technical Optimization is implemented and determine the success of implemented changes.
SEO Manager, Black & White Zebra (Remote)
Salary: $90,000 – $110,000
Meticulously plan and prioritize the cluster development for specific publications
Develop, execute and map keyword plans for those clusters that map to our internal customer journeys (factoring potential and business impact).
Sr. Manager, Growth Marketing – Paid Search / SEM, Quince (Remote)
Salary: $100,000+
Play a crucial role in Quince’s growth story managing one of the biggest paid channels which has grown 400% YoY and continued growth potential.
Focus on text ads component of Google ads and eventually expand to PLA as well as Display programs
Senior Paid Media Manage, TOMS (Hybrid, Los Angeles Metropolitan Area)
Salary: $135,000 – $145,000
Develop and implement comprehensive digital marketing strategies tailored to meet TOMS’ goals, translating marketing objectives into actionable media plans.
anage and optimize paid media campaigns across Google and Bing Ads (search, display, video, shopping, Pmax), social media platforms (TikTok, Meta, Pinterest), display, and affiliate.
Performance Marketing Manager (B2C), Storm6 (New York, NY)
Salary: $140,000 – $150,000
Managing growth through Ads, driving lead generation, and handling in-house campaign management.
Collaborate with teams across various departments, including branding, digital platforms, and service leads, to implement effective marketing strategies.
Senior Manager, Paid Search, Resident (Remote)
Salary: $125,000 – £135,000
Take full ownership of day-to-day campaign management across multiple Google Ads accounts, including ideation, keyword research, campaign structuring, audience targeting, A/B testing, reporting, and ongoing optimization.
Manage and execute campaigns across Paid Search, Shopping, Demand Generation, YouTube, and all Bing platforms.
Sr. Search Marketing Manager, Amazon Web Services (Seattle, WA)
Salary: $112,800 – $186,500
Be customer obsessed. View search engine activity through the lens of AWS prospects and customers.
Identify opportunities to improve the customer experience through SEO and SEM strategy and tactics.
More SEO jobs
Sr. SEO Specialist, North Star Network (Remote)
Salary: $60,000
You will develop and execute a comprehensive SEO strategy that encompasses technical, content, and link-building elements.
Conduct thorough technical audits and implement on-site SEO improvements, including optimizing site structure, schema markup, and page speed.
SEO Team Lead, Private (Remote)
Salary: $72,000 – $84,000
Proven track record as a self-starting performer in SEO with a minimum of 5 years of experience (SEO experience with law firms is a plus).
Demonstrated leadership in developing talent and driving exceptional team performance and growth.
SEO Link-Building Specialist, Bizee (Remote)
Salary: Up to $80,000
Develop and implement effective link building strategies aligned with our overall SEO goals.
Conduct in-depth research to identify relevant websites, blogs, and online communities for link building opportunities.
SEO Strategist, Smartbug Media (Remote)
Salary: $55,000 – $70,000
Build SEO services and best practices, including keyword research, website SEO audits, implementing Schema, link building, SEO analytics, and implementation of all on-page and off-page SEO activities.
Conduct SEO audits of client website performance.
SEO Manager, Cars.com (Remote)
Salary: $90,500 – $110,800
Manage, train-on, improve on and innovate SEO Specialist processes, including documentation.
Conduct a monthly review of Accounts KPIs, strategies and deliverables to ensure they’re up to the highest possible standards of excellence, providing feedback to Strategists on areas of growth or opportunities.
Sr. SEO Strategist/Account Manager, PureSEM (Remote)
Salary: $70,000 – $100,000
You’ll be responsible for driving strategy and communications for 5-7 clients and will manage a team of SEO specialists to deliver the work driving their continued success. 
Your growing team will include a technical analyst, content manager, tracking specialist, multiple writers, and link developers.
SEO Lead, Fella Health (Remote)
Salary: $50,000 – $80,000
You’ll work closely with our Head of Growth to pioneer an AI-enhanced SEO strategy that drives exponential organic growth across our brands (Fella and Delilah).
You’ll take full ownership of our SEO function, using AI tools and automation to supercharge our capabilities across technical audits, content creation, and link building.
SEO Associate, Merkle | Cardinal Path (Remote)
Salary: $65,000 – $80,000
Lead SEO team tasks to fulfill client audits and ongoing SEO monitoring.
Manage a roster of clients using best practices for client and project management.
SEO Director, Constant Contact (Remote)
Salary: $137,200 – $171,500
Develop and execute a comprehensive global SEO strategy to increase organic traffic, user engagement, and conversions across the US, UK, Canada, and Australia.
Identify and prioritize opportunities to target SMBs in each region based on market trends, verticals, search behavior, and competitive analysis.
SEO Manager, Cars.com (Remote)
Salary: $90,500 – $110,800
Conduct a monthly review of Accounts KPIs, strategies and deliverables to ensure they’re up to the highest possible standards of excellence, providing feedback to Strategists on areas of growth or opportunities.
Serve as second escalation step for client issues, concerns or other account-related critical situations, exercising sound judgement in communication, response and escalation.
Sr. SEO Manager, Okta (Remote)
Salary: $250,000 – $224,000
Report directly to the Director of Digital Acquisition within our Digital Team
Create and communicate SEO strategy roadmaps with stakeholders and marketing leadership
Sr. SEO Director, Ignite Visibility (Remote)
Salary: $100,000 – $140,000
 SEO Director will be responsible for input on initial high-level SEO strategy recommendations for client campaigns. 
Director will be responsible for quarterly reviews of campaign progress via ranking reports, Google Search Console, and analytics data. 
SEO Manager, Black & White Zebra (Remote)
Salary: $90,000 – $110,000
Meticulously plan and prioritize the cluster development for specific publications
Develop, execute and map keyword plans for those clusters that map to our internal customer journeys (factoring potential and business impact).
Sr. SEO Content Strategist, Smartsheet (Remote)
Salary: $120,000 – $157,000
Help to define and execute Smartsheet’s global SEO strategy.
Conduct comprehensive opportunity analyses, including keyword research, query intent mapping, competitive assessments, and SERP landscape evaluations, to prioritize initiatives that drive traffic and conversions.
SEO Consultant, Botify (Remote)
Salary: $130,000
Engage in discovery sessions to learn about customers’ businesses, their strategic initiatives, goals, and progress towards achieving the goals
Carry out detailed site audits and propose and present SEO strategies and roadmaps
SEO Strategist, RicketyRoo (Remote)
Salary: $72,000 – $84,000
SEO analysis and strategy. You excel at transforming raw data into actionable insights that align with both short- and long-term goals.
Report on client strategy. You’ll report on results to your clients regularly.
More PPC jobs
Senior Paid Media Manager, Fio Companies (Franklin, TN)
Salary: $140,000 – $160,000
You’ll optimize our ad spend on Google, Amazon, Adroll and Hivewyre, implementing best practices across branded and generic search, competitor conquesting and retargeting. 
 Fill our eCommerce sites with qualified traffic from Facebook, AppLovin, Instagram, TikTok, Pinterest and Snapchat, finding new opportunities to profitably reach and convert our target audience.
Sr. Paid Media Manager, 80Twenty (Nashville, TN)
Salary: $75,000 – $95,000
Develop comprehensive paid media strategies for clients, focused on driving measurable results through Paid Search and Paid Social campaigns.
Collaborate with clients to understand their business goals, target audiences, and challenges to develop tailored media strategies.
Senior Paid Search Manager, Fingerprint (Remote)
Salary: $100,000 – $150,000
Lead the user acquisition strategy and execution of performance paid marketing channels while overseeing creative testing operations across all channels
Develop and manage campaigns across multiple platforms including Google Ads, Bing Ads, Facebook, Reddit, G2 and other relevant channels
Search Engine Marketing Manager, Edmunds (Santa Monica, CA)
Salary: $111,000 – $114,000
Responsible for revenue growth while maximizing ROI through paid search (GoogleAds, BingAds) and display advertising programs
Develop, test and implement digital marketing strategies to drive revenue growth individually and as a team
Director of Performance Marketing, Primis (Remote)
Salary: $160,000 – $170,000
Own paid user acquisition strategy across channels (Meta, TikTok, Google, Apple Search Ads).
Drive organic growth through ASO, content optimization, and referral programs.
Sr. Marketing Manager, Paid Advertising, Pilot (Remote)
Salary: $127,000 – $215,000
Own Paid Media Strategy: Develop and execute a comprehensive paid advertising strategy across platforms like Google and Bing Ads, LinkedIn, Meta and Reddit to drive leads and revenue.
Campaign Management & Optimization: Launch, monitor, and optimize campaigns to hit performance goals, staying within budget and maximizing ROI.
Manager, Paid Search (eCommerce), Kinesso (Remote)
Salary: $90,000 – $95,000
Manage eCommerce Associates on the team and take ownership / drive their career development
Cross-Brand oversight of all eCommerce campaigns, including coordination of planning, activation, and reporting
Senior Growth Manager, Paid Acquisition, Stepful (New York, NY)
Salary: $120,000 – $160,000
Drive Paid Acquisition growth and efficiency through creative testing and effective budget management.
Run experiments across the sign-up funnel to increase web page visitors to lead & lead to signup conversion rates.
Sr. Marketing Manager, Paid Advertising, Pilot.com (Remote)
Salary: £127,000 – $215,000
Own Paid Media Strategy: Develop and execute a comprehensive paid advertising strategy across platforms like Google and Bing Ads, LinkedIn, Meta and Reddit to drive leads and revenue.
Campaign Management & Optimization: Launch, monitor, and optimize campaigns to hit performance goals, staying within budget and maximizing ROI.
Director, Paid Search, Digital Matter (New York City)
Salary: $136,000 to $165,000 (annual)
Manage execution and performance of search, shopping, display, and video advertising campaigns through the full account management life cycle
Serve as the key player in kick-off meetings, client relationship management, ad-serving, tech stack implementation, campaign optimization, and quarterly business planning.
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Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

The latest jobs in search marketing

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-800x450.png" class="attachment-large size-large wp-post-image" alt="How the Digital Markets Act is reshaping search and Google’s monopoly in Europe" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>The EU's charges against Google for search bias under the DMA could reshape online competition, impacting the future of search marketing.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-800x450.png" class="attachment-large size-large wp-post-image" alt="How the Digital Markets Act is reshaping search and Google’s monopoly in Europe" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/How-the-Digital-Markets-Act-is-reshaping-search-and-Googles-monopoly-in-Europe.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>The European Commission is preparing to charge Google with violating the Digital Markets Act (DMA) after the tech giant’s proposed changes to search results failed to satisfy regulators and rivals, according to sources familiar with the matter.</p>



<p><strong>The big picture</strong>. The <a href="https://searchengineland.com/uk-publishers-sue-google-for-4-2-billion-in-lost-ad-revenue-395166">EU has been investigating Google since March 2023</a> over concerns that it favors its own services — like Google Shopping, Flights, and Hotels — over competitors in search results.</p>



<ul class="wp-block-list">
<li>Google’s recent tweaks to search results were meant to address regulator and industry concerns, but critics argue the changes don’t go far enough.</li>



<li>The company has warned that further modifications could remove useful features for users.</li>
</ul>



<p><strong>Between the lines</strong>. EU regulators are particularly frustrated by Google’s threat to revert search results to basic blue links if stricter demands are imposed.</p>



<ul class="wp-block-list">
<li>The DMA prohibits self-preferencing by tech giants and carries penalties of up to 10% of global annual revenue.</li>
</ul>



<p><strong>Why we care</strong>. The charges mark a major escalation in the EU&#8217;s effort to curb Google&#8217;s dominance and could result in hefty fines. It also could significantly impact how products and services appear in Google Search results. If the EU forces Google to change its ranking algorithms or display formats, it may create new opportunities for competitors and disrupt existing ad placements</p>



<p>Additionally, stricter enforcement of the Digital Markets Act could lead to a more level playing field, potentially reducing Google&#8217;s dominance in ad distribution. With heavy reliance on Google’s ecosystem, you should monitor these developments closely to adapt strategies accordingly.</p>



<p><strong>What’s next</strong>. Google’s charges are expected in the coming months, following decisions on separate DMA investigations into Apple and Meta, which are at more advanced stages.</p>



<ul class="wp-block-list">
<li>Another probe into Google focuses on whether it restricts app developers from informing users about external offers outside of the Google Play Store.</li>
</ul>



<p><strong>Bottom line.</strong> <a href="https://www.reuters.com/technology/google-faces-eu-charges-breaching-dma-rules-sources-say-2025-02-21/">Google is facing mounting regulatory pressure in the EU</a>, and the looming charges could set a major precedent for how the DMA is enforced against Big Tech.</p>


The European Commission is preparing to charge Google with violating the Digital Markets Act (DMA) after the tech giant’s proposed changes to search results failed to satisfy regulators and rivals, according to sources familiar with the matter.
The big picture. The EU has been investigating Google since March 2023 over concerns that it favors its own services — like Google Shopping, Flights, and Hotels — over competitors in search results.
Google’s recent tweaks to search results were meant to address regulator and industry concerns, but critics argue the changes don’t go far enough.
The company has warned that further modifications could remove useful features for users.
Between the lines. EU regulators are particularly frustrated by Google’s threat to revert search results to basic blue links if stricter demands are imposed.
The DMA prohibits self-preferencing by tech giants and carries penalties of up to 10% of global annual revenue.
Why we care. The charges mark a major escalation in the EU’s effort to curb Google’s dominance and could result in hefty fines. It also could significantly impact how products and services appear in Google Search results. If the EU forces Google to change its ranking algorithms or display formats, it may create new opportunities for competitors and disrupt existing ad placements
Additionally, stricter enforcement of the Digital Markets Act could lead to a more level playing field, potentially reducing Google’s dominance in ad distribution. With heavy reliance on Google’s ecosystem, you should monitor these developments closely to adapt strategies accordingly.
What’s next. Google’s charges are expected in the coming months, following decisions on separate DMA investigations into Apple and Meta, which are at more advanced stages.
Another probe into Google focuses on whether it restricts app developers from informing users about external offers outside of the Google Play Store.
Bottom line. Google is facing mounting regulatory pressure in the EU, and the looming charges could set a major precedent for how the DMA is enforced against Big Tech.

The EU's charges against Google for search bias under the DMA could reshape online competition, impacting the future of search marketing.

Google faces EU charges over search bias

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-800x450.png" class="attachment-large size-large wp-post-image" alt="Branded keywords: How Google Ads drives up CPCs" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google will automatically opt out all advertiser accounts from showing ads on parked domains starting March 19 reversing its previous default opt-in approach.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-800x450.png" class="attachment-large size-large wp-post-image" alt="Branded keywords: How Google Ads drives up CPCs" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/Branded-keywords-How-Google-Ads-drives-up-CPCs.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google Ads is making a major change to its Search Partner Network by automatically opting all accounts out of serving ads on parked domains, websites that are registered but not actively developed, starting March 19.</p>



<p><strong>Details:</strong></p>



<ul class="wp-block-list">
<li>Google will automatically opt out all advertiser accounts from showing ads on parked domains.</li>



<li>The change will roll out gradually over several months.</li>



<li>Advertisers can still manually opt in through their account&#8217;s Content suitability settings.</li>
</ul>



<p><strong>Why we care. </strong>The change will affect all advertisers using Google&#8217;s Search Partner Network, potentially reducing ad reach but improving quality of ad placements.</p>



<p><strong>Between the lines.</strong> While Google hasn&#8217;t explicitly stated why they&#8217;re making this change, it likely stems from concerns about ad quality and effectiveness, as parked domains typically generate lower-quality traffic. </p>



<p><strong>Before this.</strong> <a href="https://searchengineland.com/google-ads-parked-domains-new-accounts-446306">Google announced</a> in September that ads would no longer appear on parked domains for new accounts by default, starting in October.</p>



<p><strong>First seen.</strong> We first noted this update when Founder of Zato Marketing Kirk Williams, shared the email he received from Google, on <a href="https://www.linkedin.com/posts/ppckirk_woh-this-seems-like-a-good-change-activity-7298106106914971649-0sgp?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAAJTV04Bw5M-1qqJtnImkpsEOFw9bHvfSSs">LinkedIn</a>:</p>


<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img decoding="async" width="580" height="600" src="https://searchengineland.com/wp-content/seloads/2025/02/1740004087509-1-580x600.jpeg" alt="" class="wp-image-452362" style="width:680px;height:auto" srcset="https://searchengineland.com/wp-content/seloads/2025/02/1740004087509-1-580x600.jpeg 580w, https://searchengineland.com/wp-content/seloads/2025/02/1740004087509-1-327x338.jpeg 327w, https://searchengineland.com/wp-content/seloads/2025/02/1740004087509-1-109x113.jpeg 109w, https://searchengineland.com/wp-content/seloads/2025/02/1740004087509-1-768x795.jpeg 768w, https://searchengineland.com/wp-content/seloads/2025/02/1740004087509-1.jpeg 800w" sizes="(max-width: 580px) 100vw, 580px" /></figure></div>


<p><strong>What&#8217;s next</strong>. Advertisers will need to actively choose to show ads on parked domains, marking a reversal from the previous default opt-in approach.</p>



<p><strong>Go deeper</strong>. <a href="https://support.google.com/google-ads/answer/50002?hl=en-GB">Parked domains</a> are part of Google&#8217;s Search Partner Network, which extends advertisers&#8217; reach beyond Google&#8217;s own search results pages.</p>



<p></p>


Google Ads is making a major change to its Search Partner Network by automatically opting all accounts out of serving ads on parked domains, websites that are registered but not actively developed, starting March 19.
Details:
Google will automatically opt out all advertiser accounts from showing ads on parked domains.
The change will roll out gradually over several months.
Advertisers can still manually opt in through their account’s Content suitability settings.
Why we care. The change will affect all advertisers using Google’s Search Partner Network, potentially reducing ad reach but improving quality of ad placements.
Between the lines. While Google hasn’t explicitly stated why they’re making this change, it likely stems from concerns about ad quality and effectiveness, as parked domains typically generate lower-quality traffic. 
Before this. Google announced in September that ads would no longer appear on parked domains for new accounts by default, starting in October.
First seen. We first noted this update when Founder of Zato Marketing Kirk Williams, shared the email he received from Google, on LinkedIn:

What’s next. Advertisers will need to actively choose to show ads on parked domains, marking a reversal from the previous default opt-in approach.
Go deeper. Parked domains are part of Google’s Search Partner Network, which extends advertisers’ reach beyond Google’s own search results pages.

Google will automatically opt out all advertiser accounts from showing ads on parked domains starting March 19 reversing its previous default opt-in approach.

Google Ads to remove parked domain placements by default

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-800x450.png" class="attachment-large size-large wp-post-image" alt="How to optimize your 2025 content strategy for AI-powered SERPs and LLMs" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Have you switched to the new PPC mindset? PPC experts discuss when AI should be used but also when human intervention is still needed. 

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-800x450.png" class="attachment-large size-large wp-post-image" alt="How to optimize your 2025 content strategy for AI-powered SERPs and LLMs" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/02/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>A panel of three PPC marketing experts – Greg Finn (Cypress North), Kerri Amodio (Refine Labs), and Menachem Ani (JXT Group) – tackled a fundamental question at SMX Next: <strong>Is AI making marketers better? </strong></p>



<p>The panel discussed artificial intelligence&#8217;s evolving role in marketing, offering insights into its promises and pitfalls.</p>



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="364" src="https://searchengineland.com/wp-content/seloads/2025/02/Screenshot-2025-02-11-at-14.50.09-800x364.png" alt="" class="wp-image-451799" srcset="https://searchengineland.com/wp-content/seloads/2025/02/Screenshot-2025-02-11-at-14.50.09-800x364.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/Screenshot-2025-02-11-at-14.50.09-600x273.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/Screenshot-2025-02-11-at-14.50.09-200x91.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/Screenshot-2025-02-11-at-14.50.09-768x350.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/Screenshot-2025-02-11-at-14.50.09.png 1197w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p>The discussion was nuanced. While AI excels at increasing output quantity, there are serious concerns about quality.</p>



<h2 class="wp-block-heading" id="h-the-new-ppc-mindset">The new PPC mindset</h2>



<p>Finn notably argued that AI is potentially making marketing worse when used as a complete solution rather than a strategic tool:</p>



<ul class="wp-block-list">
<li>&#8220;Is it being able to produce more items and content, things like that. I would say yes, if quantity is your guiding light, but if it&#8217;s quality, I would argue strongly that AI is making marketing in general and marketers worse.</li>



<li>&#8220;People really rely on AI to do things that I think could probably be done better by a human. And a lot of the changes in platforms themselves really lend themselves to just worse.</li>



<li>&#8220;It really comes down to how we&#8217;re using it and those people that are using it as a strategy, not a tactic, I think it&#8217;s making them worse.&#8221;</li>
</ul>



<p>This sentiment was echoed by his fellow panelists, who emphasized the importance of thoughtful implementation.</p>



<p>Ani said:</p>



<ul class="wp-block-list">
<li>&#8220;Like a lot of things, it&#8217;s really how you use it. It makes it very easy to get bad output, I think almost too easy.</li>



<li>&#8220;The harder you work at something, the better it&#8217;s gonna be. So a lot of it really comes down to how you use it, but it can make marketers better if you&#8217;re gonna use it in, in better ways.&#8221;</li>
</ul>



<p>Amodio, agreeing with her fellow experts, expressed that AI can make you a more efficient worker:</p>



<ul class="wp-block-list">
<li>&#8220;It can make you a more efficient worker, a more efficient marketer. It can come up with different strategies for you that maybe you wouldn&#8217;t have tested on your own.</li>



<li>&#8220;But it also does muddy the waters. It makes us play a game that we are trying to fit our marketing into a box. And that&#8217;s not always a good thing.</li>



<li>&#8220;Having to write a certain amount of copy, having to have a certain amount of assets, it can sometimes make us overproduce, quantity over quality and that is where it&#8217;s making AI marketers even worse than they were before.&#8221;</li>
</ul>



<h2 class="wp-block-heading" id="h-where-ai-shines"><strong>Where AI shines</strong></h2>



<p>The experts identified several areas where AI demonstrates clear value. Automated bidding emerged as a unanimous success story, with Amodio noting she used &#8220;smart bidding&#8221; in 99% of cases.</p>



<p>Ani shared the success he sees with automated bidding:</p>



<ul class="wp-block-list">
<li>&#8220;When we utilize like smart bidding in the ad platform, more algorithmic bidding as opposed to manual bidding.</li>



<li>&#8220;Those are a lot more advanced than utilizing some of the AI tools to build creative assets, to write copy, things of that nature.</li>



<li>&#8220;So in, in my experience, that&#8217;s where it shines right now, but I think there&#8217;s a lot of others as well.&#8221;</li>
</ul>



<p>Amodio said:</p>



<ul class="wp-block-list">
<li>&#8220;I&#8217;m going to use smart bidding 99% of the time, to be honest.</li>



<li>&#8220;I have seen it do well in audience targeting scenarios, but there are certain guardrails that you need to put up in order to find the right people.</li>



<li>&#8220;You need to be really diligent about putting a little bit of manual work into that automation and making sure from a backend reporting perspective that you are reaching the right people.</li>



<li>&#8220;But sometimes you can take those guardrails down, let it go find those conversions for you – and I have seen it work well.</li>



<li>&#8220;So for some brands, it&#8217;s going to work better than others.&#8221;</li>
</ul>



<p>Finn agreed with his fellow experts on the automated bidding front but also touched on Performance Max campaigns – when properly structured with clear conversion goals, is potentially effective, particularly in ecommerce settings:</p>



<ul class="wp-block-list">
<li>&#8220;I&#8217;ll just agree on the bidding standpoint, and I do think it&#8217;ll be more pronounced<br>with eCPC going away. It already went away in shopping, at least for Google Ads, and is going away for search ads as well.</li>



<li>&#8220;I also think in some supporting assets like using AI in general to come up with more shorts<br>or vertical video, help edit some of those things down. If we&#8217;re taking a clip of this [talk], there are a lot of tools that can go through and do a lot of that work for you.</li>



<li>&#8220;Something like a Pmax, with the proper structure, the proper conversion set up the proper game plan in place, it can dominate manual and that&#8217;s just a fact.</li>



<li>&#8220;I think it&#8217;s really good at broad match. I hated broad match for the majority of my life. I still don&#8217;t like saying that I like it now, but broad match DSAs, some of those automation and AI tactics can really go through and get better, coverage for you.&#8221;</li>
</ul>



<h2 class="wp-block-heading" id="h-common-misconceptions-about-ai-in-marketing"><strong>Common misconceptions</strong> about AI in marketing</h2>



<p>The panel identified several misconceptions.</p>



<p>A primary concern was the false belief that AI makes things easier.</p>



<p>Finn pointed out that setting up AI-driven campaigns often requires more work, not less, particularly when dealing with complex assets and creative requirements.</p>



<ul class="wp-block-list">
<li>&#8220;One of the biggest misconceptions is that it&#8217;s a solution that makes things easier just having AI. If you think that&#8217;s true, go try to set up a PMax campaign that has images, video, headlines, descriptions etc. It is not easier across the board just because you have AI.</li>



<li>&#8220;That&#8217;s different messaging than what the platforms are giving us with Google launching Pmax and Demand Gen at the beginning, those were half-baked products and they&#8217;re now finally becoming amazing.</li>



<li>&#8220;Use your eyes. Use your brain. Experiment. Test. See what works.</li>



<li>&#8220;Just because you hear something doesn&#8217;t mean it&#8217;s true, and it&#8217;s really hard to get that through to clients.</li>



<li>&#8220;I dare you to use those assets that Google ads generates &#8211; you will be out of a job. Just because you can make things fast doesn&#8217;t mean it&#8217;s great. &#8230; I wanna be the best. I wanna put the best stuff out there, I wanna have the best ads, I one of the best images and I just don&#8217;t think with AI alone you can get there.&#8221;</li>
</ul>



<p>The experts also warned against treating AI as a &#8220;set it and forget it&#8221; solution. Successful implementation often takes weeks or months of refinement, Amodio said, adding:</p>



<ul class="wp-block-list">
<li>&#8220;I think one of the biggest challenges, or misconceptions that we have, is people are gonna think that it&#8217;s going to work right away and it&#8217;s going to work well.</li>



<li>&#8220;I&#8217;ve seen this take two weeks, three weeks, a month, for a smart campaign to do better than one that was on a manual bidding strategy. It&#8217;s going to take time.</li>



<li>&#8220;Also, it&#8217;s not just a set-it-and-forget-it approach. You can&#8217;t just assume that AI is in your best interest. You have to really set those guardrails. Look at your search query reports.</li>



<li>&#8220;Look at your audience demographics and put those exclusions in place and make sure that you are reaching the right people because it&#8217;s not always just gonna go out and find those right people for you, especially in B2B where we&#8217;re dealing with lead generation. It might go get you high volume leads, but it doesn&#8217;t mean that they&#8217;re quality.&#8221;</li>
</ul>



<h2 class="wp-block-heading" id="h-creativity-and-ai-how-do-you-see-this-interplay-between-ai-and-creativity-evolving">Creativity and AI: How do you see this interplay between AI and creativity evolving?</h2>



<p>One of the most compelling discussions centered on the intersection of AI and creativity. The panelists expressed concern about the potential homogenization of creative content, with Amodio highlighting the risk of needing to play the game but also ensuring you are creating ads that deal with customer pain points:</p>



<ul class="wp-block-list">
<li>&#8220;I keep going back to this same point over and over &#8230; do we really even want to play the game that the algorithms are laying out? On one hand, you do – you want to provide all the assets that you possibly can&#8230;</li>



<li>&#8220;But at the same time, when creative teams are so focused on just pumping out high volume, they&#8217;re not focused on quality; they&#8217;re not focused on the messaging, they&#8217;re not focused on aligning to the ICP and the audience and their pain points.</li>



<li>&#8220;There is that risk of losing that creativity and losing that connection between the brand and the audience.</li>



<li>&#8220;But there is this level of in between that we have to find, we have to have all the assets on all the right sizes for all the right placements. Then we also have to make sure that messaging is on par, which is not saving us time necessarily because we have so many more assets to create.</li>



<li>&#8220;Teams have to be really careful about pre-planning and they have to sit down with their demand teams or paid media teams, creative teams and talk about all the resources that they need to create for a given campaign.</li>



<li>&#8220;Know in advance, these are all the sizes, these are all the specs that we need, and be really diligent and really careful about, especially the budget that we wanna spend, especially if you&#8217;re going into a video production creating these very expensive lengthy videos can cost quite a bit of money. how can you turn that one big video shoot into hundreds of assets?&#8221;</li>
</ul>



<h2 class="wp-block-heading" id="h-which-ai-solutions-in-platforms-would-you-never-try">Which AI solutions in platforms would you never try?</h2>



<p>Amodio doesn&#8217;t like PMax for B2B:</p>



<ul class="wp-block-list">
<li>&#8220;In the B2B world, I stay away from PMax. I don&#8217;t think that there&#8217;s a whole lot of value there. I&#8217;ve never really seen it work. I don&#8217;t think that in the B2B world you need to give up control.</li>



<li>&#8220;I don&#8217;t believe that paid search should be a brand play. It should really be a demand capture play where we&#8217;re driving demos for or signups for your product or you know, to talk to sales. So we&#8217;re driving these high intent conversions.&#8221;</li>
</ul>



<p>Ani doesn&#8217;t believe in absolutes:</p>



<ul class="wp-block-list">
<li>&#8220;I&#8217;m a big fan of no absolutes in marketing. I like to test things. There are things that just don&#8217;t work in certain places. I think like Performance Max for lead gen is a very difficult one to get right.</li>



<li>&#8220;But for the most part, I try to figure out a way to test it and see if I can because what happens is we end up with preconceived notions and AI can sometimes surprise you.&#8221;</li>
</ul>



<p>Finn doesn&#8217;t trust &#8220;amazing Google updates&#8221;:</p>



<ul class="wp-block-list">
<li>&#8220;I don&#8217;t trust anything that Google just releases and says is amazing. Down the road, it could be amazing, but they are building as they go with some of the stuff. </li>



<li>&#8220;They&#8217;re like, &#8216;oh the Product Studio has videos.&#8221; If you go in there, you have to add some logos, some images, some texts. It is a thrift store &#8230; not a good product.&#8221;</li>



<li>&#8220;When PMax came out, I came out with PMin stickers &#8230; because I hated it so much.</li>



<li>&#8220;Demand Gen stunk when it came out.</li>



<li>&#8220;I wouldn&#8217;t say that I don&#8217;t ever use it but I&#8217;m just dubious when something is launched and touted to be this amazing tool that Google has.&#8221;</li>
</ul>



<h2 class="wp-block-heading" id="h-what-s-next-for-ai-in-ppc">What&#8217;s next for AI in PPC?</h2>



<p>Use this moment of AI saturation as an opportunity to invest in high-quality, custom creative work that stands out from algorithmic content.</p>



<p>What about practical recommendations for marketers looking to incorporate AI responsibly? The panel offered these concrete suggestions:</p>



<ul class="wp-block-list">
<li>Start with controlled experiments rather than wholesale changes.</li>



<li>Use AI tools for specific tasks like video editing and initial ad copy ideation.</li>



<li>Maintain strict brand guidelines when using AI for content generation.</li>



<li>Use Amy Hebdon&#8217;s guide &#8211; <a href="https://searchengineland.com/chatgpt-prompts-for-ppc-392443">ChatGPT for PPC: 17 strategic prompts you can use today</a>.</li>



<li>Keep automated recommendations and auto-apply settings turned off, particularly on advertising platforms.</li>



<li>Focus on using AI to enhance, rather than replace, human strategic thinking.</li>
</ul>



<p>The panel concluded that while AI represents a powerful set of tools for modern marketers, success lies in:</p>



<ul class="wp-block-list">
<li>Thoughtful implementation.</li>



<li>Maintaining human oversight.</li>



<li>Using automation to enhance (not replace) strategic thinking. </li>
</ul>



<p>This era of increasing automation might actually be the perfect time to differentiate through high-quality, human-directed creative work, As Finn summarized.</p>



<h2 class="wp-block-heading" id="h-watch-have-you-switched-to-the-new-ppc-mindset-overtime-live-q-amp-a">Watch: Have you switched to the new PPC mindset? + Overtime live Q&amp;A</h2>



<p>Here&#8217;s the full panel discussion from SMX Next:</p>



<div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/1011090698?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Have you switched to the new PPC mindset?"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script>



<p></p>


A panel of three PPC marketing experts – Greg Finn (Cypress North), Kerri Amodio (Refine Labs), and Menachem Ani (JXT Group) – tackled a fundamental question at SMX Next: Is AI making marketers better? 
The panel discussed artificial intelligence’s evolving role in marketing, offering insights into its promises and pitfalls.




The discussion was nuanced. While AI excels at increasing output quantity, there are serious concerns about quality.
The new PPC mindset
Finn notably argued that AI is potentially making marketing worse when used as a complete solution rather than a strategic tool:
“Is it being able to produce more items and content, things like that. I would say yes, if quantity is your guiding light, but if it’s quality, I would argue strongly that AI is making marketing in general and marketers worse.
“People really rely on AI to do things that I think could probably be done better by a human. And a lot of the changes in platforms themselves really lend themselves to just worse.
“It really comes down to how we’re using it and those people that are using it as a strategy, not a tactic, I think it’s making them worse.”
This sentiment was echoed by his fellow panelists, who emphasized the importance of thoughtful implementation.
Ani said:
“Like a lot of things, it’s really how you use it. It makes it very easy to get bad output, I think almost too easy.
“The harder you work at something, the better it’s gonna be. So a lot of it really comes down to how you use it, but it can make marketers better if you’re gonna use it in, in better ways.”
Amodio, agreeing with her fellow experts, expressed that AI can make you a more efficient worker:
“It can make you a more efficient worker, a more efficient marketer. It can come up with different strategies for you that maybe you wouldn’t have tested on your own.
“But it also does muddy the waters. It makes us play a game that we are trying to fit our marketing into a box. And that’s not always a good thing.
“Having to write a certain amount of copy, having to have a certain amount of assets, it can sometimes make us overproduce, quantity over quality and that is where it’s making AI marketers even worse than they were before.”
Where AI shines
The experts identified several areas where AI demonstrates clear value. Automated bidding emerged as a unanimous success story, with Amodio noting she used “smart bidding” in 99% of cases.
Ani shared the success he sees with automated bidding:
“When we utilize like smart bidding in the ad platform, more algorithmic bidding as opposed to manual bidding.
“Those are a lot more advanced than utilizing some of the AI tools to build creative assets, to write copy, things of that nature.
“So in, in my experience, that’s where it shines right now, but I think there’s a lot of others as well.”
Amodio said:
“I’m going to use smart bidding 99% of the time, to be honest.
“I have seen it do well in audience targeting scenarios, but there are certain guardrails that you need to put up in order to find the right people.
“You need to be really diligent about putting a little bit of manual work into that automation and making sure from a backend reporting perspective that you are reaching the right people.
“But sometimes you can take those guardrails down, let it go find those conversions for you – and I have seen it work well.
“So for some brands, it’s going to work better than others.”
Finn agreed with his fellow experts on the automated bidding front but also touched on Performance Max campaigns – when properly structured with clear conversion goals, is potentially effective, particularly in ecommerce settings:
“I’ll just agree on the bidding standpoint, and I do think it’ll be more pronounced
with eCPC going away. It already went away in shopping, at least for Google Ads, and is going away for search ads as well.
“I also think in some supporting assets like using AI in general to come up with more shorts
or vertical video, help edit some of those things down. If we’re taking a clip of this [talk], there are a lot of tools that can go through and do a lot of that work for you.
“Something like a Pmax, with the proper structure, the proper conversion set up the proper game plan in place, it can dominate manual and that’s just a fact.
“I think it’s really good at broad match. I hated broad match for the majority of my life. I still don’t like saying that I like it now, but broad match DSAs, some of those automation and AI tactics can really go through and get better, coverage for you.”
Common misconceptions about AI in marketing
The panel identified several misconceptions.
A primary concern was the false belief that AI makes things easier.
Finn pointed out that setting up AI-driven campaigns often requires more work, not less, particularly when dealing with complex assets and creative requirements.
“One of the biggest misconceptions is that it’s a solution that makes things easier just having AI. If you think that’s true, go try to set up a PMax campaign that has images, video, headlines, descriptions etc. It is not easier across the board just because you have AI.
“That’s different messaging than what the platforms are giving us with Google launching Pmax and Demand Gen at the beginning, those were half-baked products and they’re now finally becoming amazing.
“Use your eyes. Use your brain. Experiment. Test. See what works.
“Just because you hear something doesn’t mean it’s true, and it’s really hard to get that through to clients.
“I dare you to use those assets that Google ads generates – you will be out of a job. Just because you can make things fast doesn’t mean it’s great. … I wanna be the best. I wanna put the best stuff out there, I wanna have the best ads, I one of the best images and I just don’t think with AI alone you can get there.”
The experts also warned against treating AI as a “set it and forget it” solution. Successful implementation often takes weeks or months of refinement, Amodio said, adding:
“I think one of the biggest challenges, or misconceptions that we have, is people are gonna think that it’s going to work right away and it’s going to work well.
“I’ve seen this take two weeks, three weeks, a month, for a smart campaign to do better than one that was on a manual bidding strategy. It’s going to take time.
“Also, it’s not just a set-it-and-forget-it approach. You can’t just assume that AI is in your best interest. You have to really set those guardrails. Look at your search query reports.
“Look at your audience demographics and put those exclusions in place and make sure that you are reaching the right people because it’s not always just gonna go out and find those right people for you, especially in B2B where we’re dealing with lead generation. It might go get you high volume leads, but it doesn’t mean that they’re quality.”
Creativity and AI: How do you see this interplay between AI and creativity evolving?
One of the most compelling discussions centered on the intersection of AI and creativity. The panelists expressed concern about the potential homogenization of creative content, with Amodio highlighting the risk of needing to play the game but also ensuring you are creating ads that deal with customer pain points:
“I keep going back to this same point over and over … do we really even want to play the game that the algorithms are laying out? On one hand, you do – you want to provide all the assets that you possibly can…
“But at the same time, when creative teams are so focused on just pumping out high volume, they’re not focused on quality; they’re not focused on the messaging, they’re not focused on aligning to the ICP and the audience and their pain points.
“There is that risk of losing that creativity and losing that connection between the brand and the audience.
“But there is this level of in between that we have to find, we have to have all the assets on all the right sizes for all the right placements. Then we also have to make sure that messaging is on par, which is not saving us time necessarily because we have so many more assets to create.
“Teams have to be really careful about pre-planning and they have to sit down with their demand teams or paid media teams, creative teams and talk about all the resources that they need to create for a given campaign.
“Know in advance, these are all the sizes, these are all the specs that we need, and be really diligent and really careful about, especially the budget that we wanna spend, especially if you’re going into a video production creating these very expensive lengthy videos can cost quite a bit of money. how can you turn that one big video shoot into hundreds of assets?”
Which AI solutions in platforms would you never try?
Amodio doesn’t like PMax for B2B:
“In the B2B world, I stay away from PMax. I don’t think that there’s a whole lot of value there. I’ve never really seen it work. I don’t think that in the B2B world you need to give up control.
“I don’t believe that paid search should be a brand play. It should really be a demand capture play where we’re driving demos for or signups for your product or you know, to talk to sales. So we’re driving these high intent conversions.”
Ani doesn’t believe in absolutes:
“I’m a big fan of no absolutes in marketing. I like to test things. There are things that just don’t work in certain places. I think like Performance Max for lead gen is a very difficult one to get right.
“But for the most part, I try to figure out a way to test it and see if I can because what happens is we end up with preconceived notions and AI can sometimes surprise you.”
Finn doesn’t trust “amazing Google updates”:
“I don’t trust anything that Google just releases and says is amazing. Down the road, it could be amazing, but they are building as they go with some of the stuff. 
“They’re like, ‘oh the Product Studio has videos.” If you go in there, you have to add some logos, some images, some texts. It is a thrift store … not a good product.”
“When PMax came out, I came out with PMin stickers … because I hated it so much.
“Demand Gen stunk when it came out.
“I wouldn’t say that I don’t ever use it but I’m just dubious when something is launched and touted to be this amazing tool that Google has.”
What’s next for AI in PPC?
Use this moment of AI saturation as an opportunity to invest in high-quality, custom creative work that stands out from algorithmic content.
What about practical recommendations for marketers looking to incorporate AI responsibly? The panel offered these concrete suggestions:
Start with controlled experiments rather than wholesale changes.
Use AI tools for specific tasks like video editing and initial ad copy ideation.
Maintain strict brand guidelines when using AI for content generation.
Use Amy Hebdon’s guide – ChatGPT for PPC: 17 strategic prompts you can use today.
Keep automated recommendations and auto-apply settings turned off, particularly on advertising platforms.
Focus on using AI to enhance, rather than replace, human strategic thinking.
The panel concluded that while AI represents a powerful set of tools for modern marketers, success lies in:
Thoughtful implementation.
Maintaining human oversight.
Using automation to enhance (not replace) strategic thinking. 
This era of increasing automation might actually be the perfect time to differentiate through high-quality, human-directed creative work, As Finn summarized.
Watch: Have you switched to the new PPC mindset? + Overtime live Q&A
Here’s the full panel discussion from SMX Next:

Have you switched to the new PPC mindset? PPC experts discuss when AI should be used but also when human intervention is still needed.

Is AI making PPC marketers better or worse?

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-800x450.png" class="attachment-large size-large wp-post-image" alt="7 video optimization tips to boost your organic reach in 2025" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Don’t just create videos. Optimize them for better rankings, engagement, and multi-platform visibility in 2025.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-800x450.png" class="attachment-large size-large wp-post-image" alt="7 video optimization tips to boost your organic reach in 2025" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/02/7-video-optimization-tips-to-boost-your-organic-reach-in-2025.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Even in 2025, as platforms like <a href="https://searchengineland.com/linkedin-content-marketing-guide-389475">LinkedIn</a> (not known for creativity) <a href="https://searchengineland.com/linkedin-expands-video-ad-options-and-enhances-automated-campaigns-447587">double down on video</a>, many new clients coming to us still haven’t made it part of their organic strategy.</p>



<p>So, why should you invest in video?&nbsp;</p>



<p>Here are three key reasons:</p>



<ul class="wp-block-list">
<li><strong>Increased SERP visibility</strong>: With a targeted strategy, <a href="https://searchengineland.com/youtube-seo-what-you-need-to-know-449431">YouTube</a> videos have a higher chance of appearing prominently in the SERPs, enhancing brand visibility and driving organic traffic.</li>
</ul>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1149" height="492" src="https://searchengineland.com/wp-content/seloads/2025/02/Google-search-best-economic-awd-in-snow.png" alt="Google search - best economic awd in snow" class="wp-image-452258" srcset="https://searchengineland.com/wp-content/seloads/2025/02/Google-search-best-economic-awd-in-snow.png 1149w, https://searchengineland.com/wp-content/seloads/2025/02/Google-search-best-economic-awd-in-snow-600x257.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/Google-search-best-economic-awd-in-snow-800x343.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/Google-search-best-economic-awd-in-snow-200x86.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/Google-search-best-economic-awd-in-snow-768x329.png 768w" sizes="(max-width: 1149px) 100vw, 1149px" /></figure></div>


<ul class="wp-block-list">
<li><strong>Higher (and longer-lasting) engagement</strong>: <a href="https://searchengineland.com/video-content-guide-examples-393269">Video content</a> fosters deeper engagement, encouraging longer view times and generating sustained traffic over months or years.</li>



<li><strong>Multi-platform reach</strong>: Optimized videos could appear on both Google and YouTube (the world’s two largest search engines) and social media platforms, expanding brand visibility across channels.</li>
</ul>



<p>None of this should be new information, right?&nbsp;</p>



<p>But much like reach campaigns, sometimes repeated exposure leads to eventual action.&nbsp;</p>



<p>If you’re inspired to ramp up your investment in video, let’s roll up our sleeves and get into optimization.</p>



<h2 class="wp-block-heading" id="h-1-analyze-your-current-videos">1. Analyze your current videos</h2>



<p>Assuming you’ve posted <strong>some</strong><em> </em>video content to YouTube, there’s plenty you can learn from and carry forward.</p>



<ul class="wp-block-list">
<li>Review all published videos to:
<ul class="wp-block-list">
<li>Assess performance metrics, such as views, watch time, likes, comments, and shares.&nbsp;</li>



<li>Identify videos that have performed well and analyze what elements (e.g., titles, thumbnails, topics) contributed to their relative success.&nbsp;</li>



<li>Observe the length, format, and pacing of high-performing videos.</li>



<li>Leverage platforms like TubeBuddy or vidIQ to find high watch times that can indicate especially valuable or entertaining content.</li>
</ul>
</li>



<li>Evaluate the effectiveness of current <a href="https://searchengineland.com/guide/what-is-seo">SEO</a> strategies, including keyword usage in titles, descriptions, and tags. Even in top-performing videos, you may find gaps that, when filled in, will provide another bump in performance.</li>



<li>Review comments and feedback from viewers to gain insights into audience preferences and suggestions for improvement. The more views your videos have, the more commentary they want to garner, so it’s fine to stick with analyzing your top performers here.</li>
</ul>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/video-first-content-448350"><strong><em>The future of SEO content is video – here’s why</em></strong></a></p>



<h2 class="wp-block-heading" id="h-2-analyze-your-competitors">2. Analyze your competitors</h2>



<p>Start with your top competitors. If they’re not active on YouTube, that’s good for you but not for research.&nbsp;</p>



<p>In that case, find competitors in your niche or related ones.</p>



<p>Once you’ve got your list of competitors, analyze their highest-engagement videos.&nbsp;</p>



<ul class="wp-block-list">
<li>Are their Shorts outperforming longer content?&nbsp;</li>



<li>Are their webinars crushing it?&nbsp;</li>



<li>Are there any production elements that seem common in their top videos?&nbsp;</li>
</ul>



<p>Dig into the elements of the videos:&nbsp;</p>



<ul class="wp-block-list">
<li>Titles.</li>



<li>Descriptions.</li>



<li>Thumbnails.</li>



<li>Video quality.</li>



<li>Keyword usage.</li>



<li>Thumbnail appeal.</li>



<li>Overall video production</li>
</ul>



<p>Your competitors’ audiences likely share many characteristics of your ICP (ideal customer profile), so mine their audience feedback for insights.&nbsp;</p>



<p>Check views, likes, comments, and shares to gauge audience interaction, identify successful content, and find opportunities to improve your own video strategy.</p>



<h2 class="wp-block-heading" id="h-3-refresh-your-keyword-research">3. Refresh your keyword research</h2>



<p>Using your Google keywords for video may be efficient, but it’s not always effective.</p>



<p>From a user perspective, people simply search differently on YouTube than they do on Google.</p>



<p><span style="box-sizing: border-box; margin: 0px; padding: 0px;">YouTube&#8217;s audience&nbsp;<a href="https://searchengineland.com/youtube-seo-find-traffic-generating-keywords-389947" target="_blank">often searches for niche, visual content&nbsp;</a>that may not have a high search volume on Google.</span>&nbsp;</p>



<p>From a platform perspective, YouTube and Google carry different algorithms that reward different user behaviors.&nbsp;</p>



<p>Where Google favors content that gets clicks, <a href="https://searchengineland.com/how-youtube-algorithm-works-393204">YouTube’s algorithm</a> favors engagement metrics like watch time, comments, and shares.&nbsp;</p>



<p>Choosing keywords that encourage viewers to watch longer and interact boosts content performance.</p>



<p>From a tools perspective, Google’s keyword planning and Semrush alone won’t get you the insights you need for video.&nbsp;</p>



<p>Consider using:</p>



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/find-emerging-audience-needs-google-trends-448978"><strong>Google Trends</strong></a>: Use the YouTube filter.</li>



<li><strong>vidIQ</strong>: Enter video topic, get relevant keywords.</li>



<li><strong>KeywoodTool.io</strong>: Explore the YouTube tab.</li>



<li><strong>The YouTube search bar</strong>: Look for autofill suggestions that indicate popular searches.</li>
</ul>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/visual-content-seo-images-videos-447306"><strong><em>Visual content and SEO: How to use images and videos in 2025</em></strong></a></p>



<h2 class="wp-block-heading" id="h-4-sketch-out-your-new-content-strategy">4. Sketch out your new-content strategy</h2>



<p>Here’s how we break down video content’s types and use cases at my agency:</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="927" height="482" src="https://searchengineland.com/wp-content/seloads/2025/02/Types-of-video-content.png" alt="Types of video content" class="wp-image-452260" srcset="https://searchengineland.com/wp-content/seloads/2025/02/Types-of-video-content.png 927w, https://searchengineland.com/wp-content/seloads/2025/02/Types-of-video-content-600x312.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/Types-of-video-content-800x416.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/Types-of-video-content-200x104.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/Types-of-video-content-768x399.png 768w" sizes="(max-width: 927px) 100vw, 927px" /></figure></div>


<p>These won’t all be relevant for your brand, but the breakdown might be a good starting point for ideating new content to engage your audience.&nbsp;</p>



<p>Here are a few additional pointers as you roll up your sleeves and get filming:</p>



<ul class="wp-block-list">
<li>In general, authenticity (even in <a href="https://searchengineland.com/b2b-content-marketing-examples-427562">B2B</a>) wins out over production, so emphasize your content’s value over bells and whistles.</li>



<li><a href="https://searchengineland.com/seo-strategy-integrate-user-generated-content-434757">UGC</a> is a great way to infuse <a href="https://searchengineland.com/google-e-e-a-t-guide-seo-394191">E-E-A-T</a> principles and social proof into your video content. Even if you don’t have the budget to bring on creators, employees can serve as effective advocates.</li>



<li>Blog content can be a great source of inspiration for new videos:
<ul class="wp-block-list">
<li>Review existing blog content to find topics that can be expanded into video formats. (Look for posts with high traffic or engagement metrics that indicate strong interest.)&nbsp;</li>



<li>Use <a href="https://searchengineland.com/how-to-write-a-blog-post-391760">blog posts</a> as scripts or outlines for videos. This saves time and ensures consistency in messaging.&nbsp;</li>



<li>Break down <a href="https://searchengineland.com/long-form-content-steps-examples-392592">long-form blog content</a> into shorter, digestible video segments.</li>



<li>Remember to embed videos in blog posts to increase engagement and provide additional context. Conversely, link to related blog posts in video descriptions to drive traffic back to your website.</li>
</ul>
</li>
</ul>



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<h2 class="wp-block-heading" id="h-5-tackle-on-page-optimizations">5. Tackle on-page optimizations</h2>



<p>Starting with your existing videos and remembering to apply the principles to any new content, set aside time to refine these <a href="https://searchengineland.com/what-is-on-page-optimization-436921">on-page SEO</a> elements:</p>



<ul class="wp-block-list">
<li><strong>Video titles and descriptions</strong>: Optimize with main keywords and compelling language for better engagement.&nbsp;</li>



<li><strong>Video thumbnail creation</strong>: Custom thumbnails attract clicks; relevant tags boost discoverability.</li>



<li><strong>Use end-screens and cards</strong>: Guide viewers to related videos, keeping them on your channel longer.</li>



<li><strong>Curate playlists</strong>: Organize related content to increase overall watch time.</li>



<li><strong>Enhance your search visibility with schema</strong>: Use video schema to boost the chances of videos appearing in rich snippets and search results, increasing click-through rates.&nbsp;</li>
</ul>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/youtube-descriptions-describe-framework-446338"><strong><em>The DESCRIBE framework for effective YouTube descriptions</em></strong></a></p>



<h2 class="wp-block-heading" id="h-6-build-your-video-presence-away-from-google">6. Build your video presence away from Google</h2>



<p>I work extensively with my clients to <a href="https://searchengineland.com/seo-beyond-google-building-your-brand-on-reddit-quora-tiktok-and-more-447862">establish organic initiatives away from the Google ecosystem</a>, and video should follow suit.&nbsp;</p>



<p>Repurposing content across channels won’t always be as simple as that, so consider these recommendations for extending your video presence.</p>



<p>On LinkedIn, <a href="https://searchengineland.com/short-form-video-creation-guide-448940">short-form videos</a> (under 2 minutes) work well for business updates, thought leadership, and industry insights. You can also repurpose YouTube Shorts if the content aligns.</p>



<p>You’ll need to adapt your content for Instagram Reels, <a href="https://searchengineland.com/tiktok-seo-the-ultimate-guide-439795">TikTok</a>, and <a href="https://searchengineland.com/facebook-a-content-marketing-guide-389490">Facebook</a>, keeping each platform’s audience and style in mind.&nbsp;</p>



<p>For example, Reels and TikTok benefit from trending sounds and hashtags, while Facebook favors story-driven content.</p>



<p>Email marketing is a good fit for video. Add video links to newsletters (and calling video out in your subject lines) to boost click-through rates.&nbsp;</p>



<p>As with any email campaign, use segmented lists to personalize video content for specific audiences.</p>



<p>Leverage your network of partners to find influencers, <a href="https://searchengineland.com/podcasts-a-content-guide-for-beginners-392881">podcasts</a>, and <a href="https://searchengineland.com/webinars-guide-examples-393499">webinar</a>, where your content can be featured to reach new audiences.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/social-media-videos-search-guide-446621"><strong><em>A guide to creating social media videos (for search and beyond)</em></strong></a></p>



<h2 class="wp-block-heading" id="h-7-lock-in-your-kpis">7. Lock in your KPIs</h2>



<p>Measurement is what quantifies the impact of the initiatives above.&nbsp;</p>



<p>Before breaking down video metrics, keep in mind that advanced analytics – through third-party tools or decision sciences – can track video’s impact on leads and purchases.</p>



<p>For now, let’s focus on upper-funnel measurement:</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="921" height="476" src="https://searchengineland.com/wp-content/seloads/2025/02/Key-upper-funnel-metrics-to-track.png" alt="Key upper-funnel metrics to track" class="wp-image-452261" srcset="https://searchengineland.com/wp-content/seloads/2025/02/Key-upper-funnel-metrics-to-track.png 921w, https://searchengineland.com/wp-content/seloads/2025/02/Key-upper-funnel-metrics-to-track-600x310.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/Key-upper-funnel-metrics-to-track-800x413.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/Key-upper-funnel-metrics-to-track-200x103.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/Key-upper-funnel-metrics-to-track-768x397.png 768w" sizes="(max-width: 921px) 100vw, 921px" /></figure></div>


<p>Along with the quantifiable impact of tracking these metrics, you’ll get directional data on the topics and trends that matter most to your ICP, which will inform future content.</p>



<h2 class="wp-block-heading" id="h-video-content-in-2025-smarter-seo-more-engagement-bigger-reach">Video content in 2025: Smarter SEO, more engagement, bigger reach</h2>



<p>Video optimization is an ongoing process.</p>



<p>Like any organic strategy, it requires constant refinement and adaptation over time.</p>



<p>You&#8217;ll know video has the right place in your SEO strategy when it&#8217;s referenced as often as other content, with regular reporting and optimization updates.</p>



<p>Until then, you’re giving your competitors an opening to grab customer affinity and market share.</p>



<p>Don’t let more time pass before the next reminder to make 2025 the year of video finally sink in.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/video-seo-technical-guide-437837"><strong><em>A technical guide to video SEO</em></strong></a></p>

Even in 2025, as platforms like LinkedIn (not known for creativity) double down on video, many new clients coming to us still haven’t made it part of their organic strategy.
So, why should you invest in video? 
Here are three key reasons:
Increased SERP visibility: With a targeted strategy, YouTube videos have a higher chance of appearing prominently in the SERPs, enhancing brand visibility and driving organic traffic.

Higher (and longer-lasting) engagement: Video content fosters deeper engagement, encouraging longer view times and generating sustained traffic over months or years.
Multi-platform reach: Optimized videos could appear on both Google and YouTube (the world’s two largest search engines) and social media platforms, expanding brand visibility across channels.
None of this should be new information, right? 
But much like reach campaigns, sometimes repeated exposure leads to eventual action. 
If you’re inspired to ramp up your investment in video, let’s roll up our sleeves and get into optimization.
1. Analyze your current videos
Assuming you’ve posted some video content to YouTube, there’s plenty you can learn from and carry forward.
Review all published videos to:

Assess performance metrics, such as views, watch time, likes, comments, and shares. 
Identify videos that have performed well and analyze what elements (e.g., titles, thumbnails, topics) contributed to their relative success. 
Observe the length, format, and pacing of high-performing videos.
Leverage platforms like TubeBuddy or vidIQ to find high watch times that can indicate especially valuable or entertaining content.
Evaluate the effectiveness of current SEO strategies, including keyword usage in titles, descriptions, and tags. Even in top-performing videos, you may find gaps that, when filled in, will provide another bump in performance.
Review comments and feedback from viewers to gain insights into audience preferences and suggestions for improvement. The more views your videos have, the more commentary they want to garner, so it’s fine to stick with analyzing your top performers here.
Dig deeper: The future of SEO content is video – here’s why
2. Analyze your competitors
Start with your top competitors. If they’re not active on YouTube, that’s good for you but not for research. 
In that case, find competitors in your niche or related ones.
Once you’ve got your list of competitors, analyze their highest-engagement videos. 
Are their Shorts outperforming longer content? 
Are their webinars crushing it? 
Are there any production elements that seem common in their top videos? 
Dig into the elements of the videos: 
Titles.
Descriptions.
Thumbnails.
Video quality.
Keyword usage.
Thumbnail appeal.
Overall video production
Your competitors’ audiences likely share many characteristics of your ICP (ideal customer profile), so mine their audience feedback for insights. 
Check views, likes, comments, and shares to gauge audience interaction, identify successful content, and find opportunities to improve your own video strategy.
3. Refresh your keyword research
Using your Google keywords for video may be efficient, but it’s not always effective.
From a user perspective, people simply search differently on YouTube than they do on Google.
YouTube’s audience often searches for niche, visual content that may not have a high search volume on Google. 
From a platform perspective, YouTube and Google carry different algorithms that reward different user behaviors. 
Where Google favors content that gets clicks, YouTube’s algorithm favors engagement metrics like watch time, comments, and shares. 
Choosing keywords that encourage viewers to watch longer and interact boosts content performance.
From a tools perspective, Google’s keyword planning and Semrush alone won’t get you the insights you need for video. 
Consider using:
Google Trends: Use the YouTube filter.
vidIQ: Enter video topic, get relevant keywords.
KeywoodTool.io: Explore the YouTube tab.
The YouTube search bar: Look for autofill suggestions that indicate popular searches.
Dig deeper: Visual content and SEO: How to use images and videos in 2025
4. Sketch out your new-content strategy
Here’s how we break down video content’s types and use cases at my agency:

These won’t all be relevant for your brand, but the breakdown might be a good starting point for ideating new content to engage your audience. 
Here are a few additional pointers as you roll up your sleeves and get filming:
In general, authenticity (even in B2B) wins out over production, so emphasize your content’s value over bells and whistles.
UGC is a great way to infuse E-E-A-T principles and social proof into your video content. Even if you don’t have the budget to bring on creators, employees can serve as effective advocates.
Blog content can be a great source of inspiration for new videos:

Review existing blog content to find topics that can be expanded into video formats. (Look for posts with high traffic or engagement metrics that indicate strong interest.) 
Use blog posts as scripts or outlines for videos. This saves time and ensures consistency in messaging. 
Break down long-form blog content into shorter, digestible video segments.
Remember to embed videos in blog posts to increase engagement and provide additional context. Conversely, link to related blog posts in video descriptions to drive traffic back to your website.

					
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5. Tackle on-page optimizations
Starting with your existing videos and remembering to apply the principles to any new content, set aside time to refine these on-page SEO elements:
Video titles and descriptions: Optimize with main keywords and compelling language for better engagement. 
Video thumbnail creation: Custom thumbnails attract clicks; relevant tags boost discoverability.
Use end-screens and cards: Guide viewers to related videos, keeping them on your channel longer.
Curate playlists: Organize related content to increase overall watch time.
Enhance your search visibility with schema: Use video schema to boost the chances of videos appearing in rich snippets and search results, increasing click-through rates. 
Dig deeper: The DESCRIBE framework for effective YouTube descriptions
6. Build your video presence away from Google
I work extensively with my clients to establish organic initiatives away from the Google ecosystem, and video should follow suit. 
Repurposing content across channels won’t always be as simple as that, so consider these recommendations for extending your video presence.
On LinkedIn, short-form videos (under 2 minutes) work well for business updates, thought leadership, and industry insights. You can also repurpose YouTube Shorts if the content aligns.
You’ll need to adapt your content for Instagram Reels, TikTok, and Facebook, keeping each platform’s audience and style in mind. 
For example, Reels and TikTok benefit from trending sounds and hashtags, while Facebook favors story-driven content.
Email marketing is a good fit for video. Add video links to newsletters (and calling video out in your subject lines) to boost click-through rates. 
As with any email campaign, use segmented lists to personalize video content for specific audiences.
Leverage your network of partners to find influencers, podcasts, and webinar, where your content can be featured to reach new audiences.
Dig deeper: A guide to creating social media videos (for search and beyond)
7. Lock in your KPIs
Measurement is what quantifies the impact of the initiatives above. 
Before breaking down video metrics, keep in mind that advanced analytics – through third-party tools or decision sciences – can track video’s impact on leads and purchases.
For now, let’s focus on upper-funnel measurement:

Along with the quantifiable impact of tracking these metrics, you’ll get directional data on the topics and trends that matter most to your ICP, which will inform future content.
Video content in 2025: Smarter SEO, more engagement, bigger reach
Video optimization is an ongoing process.
Like any organic strategy, it requires constant refinement and adaptation over time.
You’ll know video has the right place in your SEO strategy when it’s referenced as often as other content, with regular reporting and optimization updates.
Until then, you’re giving your competitors an opening to grab customer affinity and market share.
Don’t let more time pass before the next reminder to make 2025 the year of video finally sink in.
Dig deeper: A technical guide to video SEO

Don’t just create videos. Optimize them for better rankings, engagement, and multi-platform visibility in 2025.

7 video optimization tips to boost your organic reach in 2025

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-800x450.png" class="attachment-large size-large wp-post-image" alt="9 essential geo-targeting tactics for Google Ads" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Here’s how to move beyond basic location settings and implement advanced targeting for smarter Google Ads campaigns.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-800x450.png" class="attachment-large size-large wp-post-image" alt="9 essential geo-targeting tactics for Google Ads" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/02/9-essential-geo-targeting-tactics-for-Google-Ads.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Geotargeting is one of the most powerful tools in a <a href="https://searchengineland.com/guide/what-is-paid-search">PPC</a> advertiser’s arsenal.</p>



<p>Whether you’re running ads for a local business, an international ecommerce brand, or a luxury travel destination, targeting the right locations can significantly impact performance.</p>



<p>While most advertisers understand the basics (i.e., choosing countries, cities, or setting a radius), many aren’t fully leveraging the more advanced geotargeting capabilities available in Google Ads today. </p>



<p>The ability to target based on intent, real-time conditions, competitor locations, and hyperlocal precision can give campaigns a serious competitive edge.</p>



<p>This article explores the full spectrum of geotargeting tactics, from the basics to the more advanced strategies that can refine audience targeting, improve conversion rates, and increase return on ad spend (ROAS).</p>



<h2 class="wp-block-heading" id="h-traditional-geotargeting-methods">Traditional geotargeting methods</h2>



<h3 class="wp-block-heading" id="h-1-country-and-regional-targeting">1. Country and regional targeting</h3>



<p>The simplest form of geotargeting allows businesses to show ads to users based on country or regional selection.</p>



<p>This works well for brands operating at scale but lacks precision for businesses that rely on local demand.</p>



<p><strong>Example</strong></p>



<ul class="wp-block-list">
<li>A UK-based SaaS company may want to target the U.S. market but only focus on high-adoption regions like New York, California, and Texas rather than running ads across all 50 states.</li>
</ul>



<p><strong>Limitations</strong></p>



<ul class="wp-block-list">
<li>Treats all areas within a country as equal, even though demand and competition vary.</li>



<li>Leads to wasted spend if not refined with bid adjustments.</li>
</ul>



<h3 class="wp-block-heading" id="h-2-city-and-postal-code-targeting">2. City and postal code targeting</h3>



<p>Focusing on specific cities or postcodes allows businesses to reach local audiences more precisely.&nbsp;</p>



<p>This benefits industries such as real estate, hospitality, and professional services.</p>



<p><strong>Example</strong></p>



<ul class="wp-block-list">
<li>A law firm in London might target users searching for “divorce lawyer near me” but only within London postcodes, ensuring that leads are relevant and within their service area.</li>
</ul>



<p><strong>Limitations</strong></p>



<ul class="wp-block-list">
<li>Too restrictive if potential customers are willing to travel from outside the targeted area.</li>



<li>Requires regular analysis to avoid missing valuable leads from nearby locations.</li>
</ul>



<h3 class="wp-block-heading" id="h-3-radius-proximity-targeting">3. Radius (proximity) targeting</h3>



<p>Radius targeting allows advertisers to show ads to users within a defined distance from a specific location.&nbsp;</p>



<p>This is useful for businesses that rely on foot traffic or serve customers in a limited geographic area.</p>



<p><strong>Example</strong></p>



<ul class="wp-block-list">
<li>A premium car dealership in Manchester could set up a 10-mile radius targeting its showroom to reach high-intent buyers searching for “luxury cars for sale near me” or “BMW dealership Manchester.” By refining the radius, the dealership ensures ads reach potential customers likely to visit in person for a test drive.</li>
</ul>



<p><strong>Limitations</strong></p>



<ul class="wp-block-list">
<li>In competitive urban areas, limiting the radius too much may exclude potential customers willing to travel further for high-value purchases.</li>



<li>In rural areas, expanding the radius may dilute relevance if the dealership’s offerings are not compelling enough to attract long-distance buyers.</li>
</ul>



<h3 class="wp-block-heading" id="h-4-location-based-bid-adjustments">4. Location-based bid adjustments</h3>



<p>Rather than outright including or excluding locations, advertisers can adjust bids based on how different regions perform in terms of conversions, revenue, or ROAS.</p>



<p><strong>Example</strong></p>



<ul class="wp-block-list">
<li>A high-end jewelry brand finds that conversion rates are higher in Mayfair and Kensington than in other parts of London. To optimize budget efficiency, they increase bids by 25% in those areas while decreasing bids elsewhere.</li>
</ul>



<p><strong>Limitations</strong></p>



<ul class="wp-block-list">
<li>Requires continuous optimization to avoid over- or under-bidding in specific areas.</li>



<li>Location performance changes over time due to seasonality and local market trends.</li>
</ul>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/location-targeting-google-ads-balancing-automation-control-437739">Location targeting in Google Ads: Balancing automation and control</a></em></strong></p>



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<h2 class="wp-block-heading" id="h-advanced-geotargeting-tactics">Advanced geotargeting tactics</h2>



<h3 class="wp-block-heading" id="h-5-targeting-based-on-location-intent">5. Targeting based on location intent</h3>



<p>Google Ads allows advertisers to target users based on where they are and what they are searching for.&nbsp;</p>



<p>This is useful for the travel, real estate, and luxury industries, where the decision-making process often happens before the user is physically in the target location.</p>



<p><strong>Example</strong></p>



<ul class="wp-block-list">
<li>An international university in London may want to target prospective students not only in the UK but also in India, Nigeria, and China, where many students research study opportunities abroad.&nbsp;</li>



<li>Instead of only showing ads to users physically in London, the university can serve ads to students in those countries who are searching for “best universities in the UK” or “London MBA programs.”</li>
</ul>



<p><strong>How to implement</strong></p>



<ul class="wp-block-list">
<li>In <em>Google Ads Location Settings</em>, choose <em>Presence or interest</em> rather than just those physically present.</li>
</ul>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1065" height="508" src="https://searchengineland.com/wp-content/seloads/2025/02/Google-Ads-Presence-or-interest-targeting.png" alt="Google Ads - Presence or interest targeting" class="wp-image-452270" srcset="https://searchengineland.com/wp-content/seloads/2025/02/Google-Ads-Presence-or-interest-targeting.png 1065w, https://searchengineland.com/wp-content/seloads/2025/02/Google-Ads-Presence-or-interest-targeting-600x286.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/Google-Ads-Presence-or-interest-targeting-800x382.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/Google-Ads-Presence-or-interest-targeting-200x95.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/Google-Ads-Presence-or-interest-targeting-768x366.png 768w" sizes="(max-width: 1065px) 100vw, 1065px" /><figcaption class="wp-element-caption"><em><em>Source: </em><a href="https://support.google.com/google-ads/answer/6317?hl=en" target="_blank" rel="noopener"><em>Google Ads Help – Location Targeting</em></a></em></figcaption></figure></div>


<h3 class="wp-block-heading" id="h-6-competitor-location-targeting">6. Competitor location targeting</h3>



<p>Targeting users near competitor locations can be an effective strategy for businesses in industries like retail, hospitality, and automotive sales.</p>



<p><strong>Example</strong></p>



<ul class="wp-block-list">
<li>A luxury car dealership could target users who are physically at a competing dealership, serving them ads with offers for test drives, trade-in deals, or financing options.</li>
</ul>



<p><strong>How to implement</strong></p>



<ul class="wp-block-list">
<li>Identify competitor addresses.</li>



<li>Set up custom radius targeting around those locations.</li>



<li>Use ad copy highlighting unique selling points, such as better pricing or exclusive offers.</li>
</ul>



<h3 class="wp-block-heading" id="h-7-weather-based-geotargeting">7. Weather-based geotargeting</h3>



<p>Dynamic weather-based targeting allows advertisers to trigger ads based on real-time weather conditions, which can significantly impact consumer behavior.</p>



<p><strong>Example</strong></p>



<ul class="wp-block-list">
<li>A luxury beach resort in the Caribbean could increase bids for users in cold-weather cities like Toronto or Chicago when snowstorms are forecast, positioning the hotel as the perfect escape from winter.</li>
</ul>



<p><strong>How to implement</strong></p>



<ul class="wp-block-list">
<li>Use Google Ads Scripts or third-party weather APIs to adjust bids and trigger ad copy changes based on local weather conditions.</li>
</ul>



<h3 class="wp-block-heading" id="h-8-hyperlocal-targeting-with-geofencing">8. Hyperlocal targeting with geofencing</h3>



<p>Geofencing allows businesses to create ultra-precise boundaries where ads are triggered when users enter a specific area.&nbsp;</p>



<p>This is commonly used for real-time engagement, such as promoting in-store offers or event-based advertising.</p>



<p><strong>Example</strong></p>



<ul class="wp-block-list">
<li>A luxury department store in London could set up a geofence around Oxford Street, serving ads to users who are shopping nearby and offering exclusive in-store promotions.</li>
</ul>



<p><strong>How to implement</strong></p>



<ul class="wp-block-list">
<li>Use Google Ads radius targeting with mobile-preferred ads.</li>



<li>Ensure ad creative is tailored for immediate action, such as in-store discounts or event promotions.</li>
</ul>



<h3 class="wp-block-heading" id="h-9-local-inventory-ads-for-physical-stores">9. Local inventory ads for physical stores</h3>



<p>For retailers with brick-and-mortar locations, local inventory ads (LIAs) allow businesses to show whether a product is in stock at a nearby store, helping drive foot traffic.</p>



<p><strong>Example</strong></p>



<ul class="wp-block-list">
<li>A high-end fashion retailer like Gucci could show ads displaying “This handbag is available at Harrods,” encouraging shoppers to visit the store rather than buy online.</li>
</ul>



<p><strong>How to implement</strong></p>



<ul class="wp-block-list">
<li>Enable local inventory ads in Google Merchant Center.</li>



<li>Connect real-time inventory data to Google Ads.</li>
</ul>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1600" height="841" src="https://searchengineland.com/wp-content/seloads/2025/02/adidas-trainers-near-me.png" alt="adidas trainers near me" class="wp-image-452271" srcset="https://searchengineland.com/wp-content/seloads/2025/02/adidas-trainers-near-me.png 1600w, https://searchengineland.com/wp-content/seloads/2025/02/adidas-trainers-near-me-600x315.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/adidas-trainers-near-me-800x421.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/adidas-trainers-near-me-200x105.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/adidas-trainers-near-me-768x404.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/adidas-trainers-near-me-1536x807.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /><figcaption class="wp-element-caption"><em>Source: <a href="https://support.google.com/merchants/answer/14615117?hl=en" target="_blank" rel="noopener">Google local inventory ads guide</a></em></figcaption></figure></div>


<p><strong><em>Dig deeper: <a href="https://searchengineland.com/google-ads-advanced-strategy-ideas-444104">10 advanced strategy ideas for Google Ads</a></em></strong></p>



<h2 class="wp-block-heading" id="h-get-your-ads-in-the-right-place-at-the-right-time">Get your ads in the right place at the right time</h2>



<p>Geotargeting has evolved beyond basic location selection. </p>



<p>Today, you can fine-tune campaigns using location intent, competitor radius targeting, weather-based bidding, and real-time bid adjustments to improve efficiency and engagement.</p>



<p>For brands looking to gain a competitive advantage through geotargeting, thinking beyond simple location settings and exploring dynamic, data-driven approaches is key. </p>



<p>As Google continues to refine its location-based advertising tools, staying ahead of these trends will be critical for optimizing ad spend and driving higher-quality leads.</p>

Geotargeting is one of the most powerful tools in a PPC advertiser’s arsenal.
Whether you’re running ads for a local business, an international ecommerce brand, or a luxury travel destination, targeting the right locations can significantly impact performance.
While most advertisers understand the basics (i.e., choosing countries, cities, or setting a radius), many aren’t fully leveraging the more advanced geotargeting capabilities available in Google Ads today. 
The ability to target based on intent, real-time conditions, competitor locations, and hyperlocal precision can give campaigns a serious competitive edge.
This article explores the full spectrum of geotargeting tactics, from the basics to the more advanced strategies that can refine audience targeting, improve conversion rates, and increase return on ad spend (ROAS).
Traditional geotargeting methods
1. Country and regional targeting
The simplest form of geotargeting allows businesses to show ads to users based on country or regional selection.
This works well for brands operating at scale but lacks precision for businesses that rely on local demand.
Example
A UK-based SaaS company may want to target the U.S. market but only focus on high-adoption regions like New York, California, and Texas rather than running ads across all 50 states.
Limitations
Treats all areas within a country as equal, even though demand and competition vary.
Leads to wasted spend if not refined with bid adjustments.
2. City and postal code targeting
Focusing on specific cities or postcodes allows businesses to reach local audiences more precisely. 
This benefits industries such as real estate, hospitality, and professional services.
Example
A law firm in London might target users searching for “divorce lawyer near me” but only within London postcodes, ensuring that leads are relevant and within their service area.
Limitations
Too restrictive if potential customers are willing to travel from outside the targeted area.
Requires regular analysis to avoid missing valuable leads from nearby locations.
3. Radius (proximity) targeting
Radius targeting allows advertisers to show ads to users within a defined distance from a specific location. 
This is useful for businesses that rely on foot traffic or serve customers in a limited geographic area.
Example
A premium car dealership in Manchester could set up a 10-mile radius targeting its showroom to reach high-intent buyers searching for “luxury cars for sale near me” or “BMW dealership Manchester.” By refining the radius, the dealership ensures ads reach potential customers likely to visit in person for a test drive.
Limitations
In competitive urban areas, limiting the radius too much may exclude potential customers willing to travel further for high-value purchases.
In rural areas, expanding the radius may dilute relevance if the dealership’s offerings are not compelling enough to attract long-distance buyers.
4. Location-based bid adjustments
Rather than outright including or excluding locations, advertisers can adjust bids based on how different regions perform in terms of conversions, revenue, or ROAS.
Example
A high-end jewelry brand finds that conversion rates are higher in Mayfair and Kensington than in other parts of London. To optimize budget efficiency, they increase bids by 25% in those areas while decreasing bids elsewhere.
Limitations
Requires continuous optimization to avoid over- or under-bidding in specific areas.
Location performance changes over time due to seasonality and local market trends.
Dig deeper: Location targeting in Google Ads: Balancing automation and control

					
Get the newsletter search marketers rely on.
Business email address
							
						

							Sign me up!
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See terms.
Advanced geotargeting tactics
5. Targeting based on location intent
Google Ads allows advertisers to target users based on where they are and what they are searching for. 
This is useful for the travel, real estate, and luxury industries, where the decision-making process often happens before the user is physically in the target location.
Example
An international university in London may want to target prospective students not only in the UK but also in India, Nigeria, and China, where many students research study opportunities abroad. 
Instead of only showing ads to users physically in London, the university can serve ads to students in those countries who are searching for “best universities in the UK” or “London MBA programs.”
How to implement
In Google Ads Location Settings, choose Presence or interest rather than just those physically present.
Source: Google Ads Help – Location Targeting
6. Competitor location targeting
Targeting users near competitor locations can be an effective strategy for businesses in industries like retail, hospitality, and automotive sales.
Example
A luxury car dealership could target users who are physically at a competing dealership, serving them ads with offers for test drives, trade-in deals, or financing options.
How to implement
Identify competitor addresses.
Set up custom radius targeting around those locations.
Use ad copy highlighting unique selling points, such as better pricing or exclusive offers.
7. Weather-based geotargeting
Dynamic weather-based targeting allows advertisers to trigger ads based on real-time weather conditions, which can significantly impact consumer behavior.
Example
A luxury beach resort in the Caribbean could increase bids for users in cold-weather cities like Toronto or Chicago when snowstorms are forecast, positioning the hotel as the perfect escape from winter.
How to implement
Use Google Ads Scripts or third-party weather APIs to adjust bids and trigger ad copy changes based on local weather conditions.
8. Hyperlocal targeting with geofencing
Geofencing allows businesses to create ultra-precise boundaries where ads are triggered when users enter a specific area. 
This is commonly used for real-time engagement, such as promoting in-store offers or event-based advertising.
Example
A luxury department store in London could set up a geofence around Oxford Street, serving ads to users who are shopping nearby and offering exclusive in-store promotions.
How to implement
Use Google Ads radius targeting with mobile-preferred ads.
Ensure ad creative is tailored for immediate action, such as in-store discounts or event promotions.
9. Local inventory ads for physical stores
For retailers with brick-and-mortar locations, local inventory ads (LIAs) allow businesses to show whether a product is in stock at a nearby store, helping drive foot traffic.
Example
A high-end fashion retailer like Gucci could show ads displaying “This handbag is available at Harrods,” encouraging shoppers to visit the store rather than buy online.
How to implement
Enable local inventory ads in Google Merchant Center.
Connect real-time inventory data to Google Ads.
Source: Google local inventory ads guide
Dig deeper: 10 advanced strategy ideas for Google Ads
Get your ads in the right place at the right time
Geotargeting has evolved beyond basic location selection. 
Today, you can fine-tune campaigns using location intent, competitor radius targeting, weather-based bidding, and real-time bid adjustments to improve efficiency and engagement.
For brands looking to gain a competitive advantage through geotargeting, thinking beyond simple location settings and exploring dynamic, data-driven approaches is key. 
As Google continues to refine its location-based advertising tools, staying ahead of these trends will be critical for optimizing ad spend and driving higher-quality leads.

Here’s how to move beyond basic location settings and implement advanced targeting for smarter Google Ads campaigns.

9 essential geotargeting tactics for Google Ads

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-800x450.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google's update enhances ad flexibility, optimizing asset combinations dynamically to improve engagement, relevance, and performance.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-800x450.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2022/07/Shutterstock_1294392118.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google is enhancing Search ads with AI-powered changes that aim to increase asset flexibility, improve performance, and deliver more relevant ad experiences.</p>



<p><strong>Driving the news</strong>. Here&#8217;s what&#8217;s changing:</p>



<ul class="wp-block-list">
<li><strong>Greater flexibility in RSAs:</strong>
<ul class="wp-block-list">
<li>Google’s AI now assembles and serves headlines, descriptions, and assets dynamically to improve performance.</li>



<li>In some cases, Google may omit certain content, like descriptions, if doing so leads to better engagement.</li>
</ul>
</li>



<li><strong>New ways to use existing assets:</strong>
<ul class="wp-block-list">
<li>Headlines that weren’t used in RSAs can now appear as sitelinks if they’re predicted to boost performance.</li>



<li>Up to two RSA headlines may serve in the space previously reserved for sitelinks, linking to the final URL.</li>



<li>This allows advertisers to maximize the impact of their creative assets while improving user experience.</li>
</ul>
</li>
</ul>



<figure class="wp-block-image size-large is-resized"><img decoding="async" width="800" height="591" src="https://searchengineland.com/wp-content/seloads/2025/02/cjqeT3S98rzeaPPehtiya2nK3irsEDXwGAwh-800x591.png" alt="" class="wp-image-452265" style="width:840px;height:auto" srcset="https://searchengineland.com/wp-content/seloads/2025/02/cjqeT3S98rzeaPPehtiya2nK3irsEDXwGAwh-800x591.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/cjqeT3S98rzeaPPehtiya2nK3irsEDXwGAwh-457x338.png 457w, https://searchengineland.com/wp-content/seloads/2025/02/cjqeT3S98rzeaPPehtiya2nK3irsEDXwGAwh-153x113.png 153w, https://searchengineland.com/wp-content/seloads/2025/02/cjqeT3S98rzeaPPehtiya2nK3irsEDXwGAwh-768x567.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/cjqeT3S98rzeaPPehtiya2nK3irsEDXwGAwh-1536x1135.png 1536w, https://searchengineland.com/wp-content/seloads/2025/02/cjqeT3S98rzeaPPehtiya2nK3irsEDXwGAwh.png 2014w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p><strong>Why we care. </strong>Google’s AI is now optimizing responsive search ads (RSAs) by finding the best combination of assets to maximize engagement and conversions. Leveraging unused headlines as sitelinks and refining ad combinations in real time should help maximize the impact of your creative assets without extra effort.</p>



<p>This update works toward ads remaining relevant to search queries, improving visibility and performance while maintaining control over key messaging elements. Ultimately, it should help advertisers drive more meaningful interactions with potential customers and improve ROI.</p>



<p><strong>The big picture</strong>. Google said it remains committed to maintaining asset relevance and respecting pinned elements within ads. The combinations report&#8217;s purpose is to help advertisers analyze which headlines, descriptions, and assets are appearing most frequently.</p>



<p>This global rollout reinforces Google’s effort to make ads more adaptable while ensuring they align with user search intent.</p>



<p><strong>Bottom line.</strong> <a href="https://support.google.com/google-ads/answer/15967262">Google’s AI-driven ad flexibility</a> could help you reach customers with more relevant, engaging messaging — optimizing performance while streamlining ad creation.</p>


Google is enhancing Search ads with AI-powered changes that aim to increase asset flexibility, improve performance, and deliver more relevant ad experiences.
Driving the news. Here’s what’s changing:
Greater flexibility in RSAs:

Google’s AI now assembles and serves headlines, descriptions, and assets dynamically to improve performance.
In some cases, Google may omit certain content, like descriptions, if doing so leads to better engagement.
New ways to use existing assets:

Headlines that weren’t used in RSAs can now appear as sitelinks if they’re predicted to boost performance.
Up to two RSA headlines may serve in the space previously reserved for sitelinks, linking to the final URL.
This allows advertisers to maximize the impact of their creative assets while improving user experience.




Why we care. Google’s AI is now optimizing responsive search ads (RSAs) by finding the best combination of assets to maximize engagement and conversions. Leveraging unused headlines as sitelinks and refining ad combinations in real time should help maximize the impact of your creative assets without extra effort.
This update works toward ads remaining relevant to search queries, improving visibility and performance while maintaining control over key messaging elements. Ultimately, it should help advertisers drive more meaningful interactions with potential customers and improve ROI.
The big picture. Google said it remains committed to maintaining asset relevance and respecting pinned elements within ads. The combinations report’s purpose is to help advertisers analyze which headlines, descriptions, and assets are appearing most frequently.
This global rollout reinforces Google’s effort to make ads more adaptable while ensuring they align with user search intent.
Bottom line. Google’s AI-driven ad flexibility could help you reach customers with more relevant, engaging messaging — optimizing performance while streamlining ad creation.

Google's update enhances ad flexibility, optimizing asset combinations dynamically to improve engagement, relevance, and performance.

Google gives Responsive Search Ads more flexibility

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>The pages ranking in AI Overviews are often completely different than the pages ranking in the top 10 organic results, a new analysis finds.

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2023/11/google-robot-reading-feedback-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google AI Overview rankings – the webpages cited in the AI-generated answers – are more volatile than Google&#8217;s &#8220;classic&#8221; organic search rankings. Also, within two to three months, 70% of AI Overview rankings changed, according to a new analysis by Authoritas, an ecommerce SEO platform.</p>



<p><strong>Ranking volatility.</strong> Google&#8217;s organic search is volatile and has been for a while. However, AI Overviews appear to be even more volatile, based on this research. </p>



<ul class="wp-block-list">
<li><strong>AI Overview ranking volatility score:</strong> 0.68 (8 weeks), 0.73 (13 weeks)</li>



<li><strong>Google Search organic ranking volatility score:</strong> 0.49 (8 weeks), 0.55 (13 weeks)</li>
</ul>



<p><strong><em>Dig deeper. <a href="https://searchengineland.com/google-rankings-how-volatile-451424">How volatile have Google rankings really been?</a></em></strong></p>



<p><strong>AI Overviews vs. organic ranking.</strong> Ranking in the top 10 is not a guarantee your content will rank in AI Overviews. AI Overview and organic ranking systems are different and work independently of each other most of the time, the analysis found:</p>



<ul class="wp-block-list">
<li>60% of the time, pages ranking in the top 10 appear in AI Overviews. </li>



<li>40% of the time, AI Overviews rank a webpage that doesn&#8217;t appear in the top 10 of Google organic search.</li>
</ul>



<p><strong>Text snippet volatility. </strong>Google&#8217;s AI Overviews text snippets changed over time, even if some cited sources remain unchanged. Tracking what changes might give you some insights about whether there has been a shift in user intent, for example.</p>



<p><strong>Why we care.</strong> Google AI Overviews aren&#8217;t going away. Volatility is high and the way content is ranked is different than doing traditional SEO. So it&#8217;s important to continually monitor AI Overviews for keywords you care about – those you&#8217;ve won and/or lost – and figure out what changed and why.  </p>



<p><strong>About the report.</strong> It looked at the Google search results of 11,203 keywords based on three different dates (August and October 2024, January).</p>



<p><strong>The report.</strong> <a href="https://www.authoritas.com/blog/serp-organic-and-ai-overview-volatility-research">SERP Organic and AI Overview Volatility Research</a></p>


Google AI Overview rankings – the webpages cited in the AI-generated answers – are more volatile than Google’s “classic” organic search rankings. Also, within two to three months, 70% of AI Overview rankings changed, according to a new analysis by Authoritas, an ecommerce SEO platform.
Ranking volatility. Google’s organic search is volatile and has been for a while. However, AI Overviews appear to be even more volatile, based on this research. 
AI Overview ranking volatility score: 0.68 (8 weeks), 0.73 (13 weeks)
Google Search organic ranking volatility score: 0.49 (8 weeks), 0.55 (13 weeks)
Dig deeper. How volatile have Google rankings really been?
AI Overviews vs. organic ranking. Ranking in the top 10 is not a guarantee your content will rank in AI Overviews. AI Overview and organic ranking systems are different and work independently of each other most of the time, the analysis found:
60% of the time, pages ranking in the top 10 appear in AI Overviews. 
40% of the time, AI Overviews rank a webpage that doesn’t appear in the top 10 of Google organic search.
Text snippet volatility. Google’s AI Overviews text snippets changed over time, even if some cited sources remain unchanged. Tracking what changes might give you some insights about whether there has been a shift in user intent, for example.
Why we care. Google AI Overviews aren’t going away. Volatility is high and the way content is ranked is different than doing traditional SEO. So it’s important to continually monitor AI Overviews for keywords you care about – those you’ve won and/or lost – and figure out what changed and why.  
About the report. It looked at the Google search results of 11,203 keywords based on three different dates (August and October 2024, January).
The report. SERP Organic and AI Overview Volatility Research

The pages ranking in AI Overviews are often completely different than the pages ranking in the top 10 organic results, a new analysis finds.

Google AI Overviews more volatile than organic rankings: Report

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-800x450.png" class="attachment-large size-large wp-post-image" alt="LinkedIn Message Ads: Everything you need to know" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>LinkedIn's new Conversions API and Revenue Attribution Report can help give marketers deeper insights and improved attribution accuracy.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-800x450.png" class="attachment-large size-large wp-post-image" alt="LinkedIn Message Ads: Everything you need to know" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/LinkedIn-Message-Ads-Everything-you-need-to-know.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>LinkedIn introduced two new features aimed at helping marketers optimize their campaigns and prove their impact: the Conversions API (CAPI) and the Revenue Attribution Report (RAR).</p>



<p><strong>Driving the news:</strong></p>



<ul class="wp-block-list">
<li><strong>Conversions API (CAPI)</strong>. Enables marketers to securely connect first-party online and offline data to LinkedIn.
<ul class="wp-block-list">
<li>Tracks conversions from website actions, phone sales, and in-person events.</li>



<li>Sends marketing data directly from a server to LinkedIn to measure campaign performance.</li>



<li>Helps optimize campaigns using LinkedIn’s analytics.</li>
</ul>
</li>
</ul>



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="444" src="https://searchengineland.com/wp-content/seloads/2025/02/1739917260751-800x444.png" alt="" class="wp-image-452169" srcset="https://searchengineland.com/wp-content/seloads/2025/02/1739917260751-800x444.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/1739917260751-600x333.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/1739917260751-200x111.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/1739917260751-768x426.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/1739917260751.png 1488w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<ul class="wp-block-list">
<li><strong>Revenue Attribution Report (RAR)</strong>. Connects CRM data to LinkedIn campaigns for long-term tracking.
<ul class="wp-block-list">
<li>Extends review periods up to 365 days.</li>



<li>Tracks revenue impact at the company level.</li>



<li>Offers insights to refine campaign strategies and increase ROI.</li>
</ul>
</li>
</ul>



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="386" src="https://searchengineland.com/wp-content/seloads/2025/02/1739917533450-800x386.png" alt="" class="wp-image-452168" srcset="https://searchengineland.com/wp-content/seloads/2025/02/1739917533450-800x386.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/1739917533450-600x290.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/1739917533450-200x97.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/1739917533450-768x371.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/1739917533450-1536x741.png 1536w, https://searchengineland.com/wp-content/seloads/2025/02/1739917533450.png 2048w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p><strong>Best practices for CAPI integration:</strong></p>



<ul class="wp-block-list">
<li>Use multiple matching parameters (e.g., user IDs, emails, company name) to enhance signal quality.</li>



<li>Leverage deduplication to avoid counting the same event multiple times.</li>



<li>Enable enhanced conversion tracking by using the LinkedIn Insight Tag and tracking UUID.</li>
</ul>



<p><strong>Why we care</strong>. As marketers face increasing challenges in tracking conversions across multiple touchpoints, these tools provide deeper insights, improve attribution accuracy, and helps maximize return on investment (ROI).</p>



<p><strong>Bottom line:</strong> With <a href="https://www.linkedin.com/pulse/helping-b2b-marketers-prove-campaign-performance-new-fl6ic/?trackingId=r9keFlhOTmeN7ApcTGAzBw%3D%3D" target="_blank" rel="noopener">CAPI and RAR</a>, LinkedIn is making it easier for marketers to track conversions, improve attribution accuracy, and optimize their advertising strategies in an increasingly data-driven landscape.</p>


LinkedIn introduced two new features aimed at helping marketers optimize their campaigns and prove their impact: the Conversions API (CAPI) and the Revenue Attribution Report (RAR).
Driving the news:
Conversions API (CAPI). Enables marketers to securely connect first-party online and offline data to LinkedIn.

Tracks conversions from website actions, phone sales, and in-person events.
Sends marketing data directly from a server to LinkedIn to measure campaign performance.
Helps optimize campaigns using LinkedIn’s analytics.





Revenue Attribution Report (RAR). Connects CRM data to LinkedIn campaigns for long-term tracking.

Extends review periods up to 365 days.
Tracks revenue impact at the company level.
Offers insights to refine campaign strategies and increase ROI.




Best practices for CAPI integration:
Use multiple matching parameters (e.g., user IDs, emails, company name) to enhance signal quality.
Leverage deduplication to avoid counting the same event multiple times.
Enable enhanced conversion tracking by using the LinkedIn Insight Tag and tracking UUID.
Why we care. As marketers face increasing challenges in tracking conversions across multiple touchpoints, these tools provide deeper insights, improve attribution accuracy, and helps maximize return on investment (ROI).
Bottom line: With CAPI and RAR, LinkedIn is making it easier for marketers to track conversions, improve attribution accuracy, and optimize their advertising strategies in an increasingly data-driven landscape.

LinkedIn's new Conversions API and Revenue Attribution Report can help give marketers deeper insights and improved attribution accuracy.

LinkedIn launches two tools to enhance marketing attribution

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/03/Do-personas-REALLY-matter-in-content-marketing-800x450.png" class="attachment-large size-large wp-post-image" alt="Personas" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/03/Do-personas-REALLY-matter-in-content-marketing-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2023/03/Do-personas-REALLY-matter-in-content-marketing-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2023/03/Do-personas-REALLY-matter-in-content-marketing-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2023/03/Do-personas-REALLY-matter-in-content-marketing-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2023/03/Do-personas-REALLY-matter-in-content-marketing-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2023/03/Do-personas-REALLY-matter-in-content-marketing-150x84.png 150w, https://searchengineland.com/wp-content/seloads/2023/03/Do-personas-REALLY-matter-in-content-marketing.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Focusing on target personas throughout your site can create more meaningful connections with visitors and increase conversions. Here's how.

Ever notice how website visitors rarely follow the exact path you’ve planned for them? 
You might build great landing pages for different customer types, but visitors have their own plans. 
They Google something random and land on your blog post. 
They click a link from social media that drops them into your resources section. 
Or they skip your homepage completely and jump straight to a product page.
This creates a problem. 
How do you make sure your website works for all your target customers when they aren’t following your planned customer journeys? 
The answer is simple: 
Build your entire website, not just specific landing pages, with your target audiences in mind.
Let’s explore some practical ways to restructure your website so it delivers relevant experiences to every visitor, regardless of how they enter or navigate your site.
Understanding website personas: More than just customer profiles
A website persona represents your ideal customer based on data-driven research. 
But we’re not just talking about basic demographics here. 
We’re talking about a detailed profile built from real data, the kind that goes beyond who your customers are to tell you:
How they think.
What keeps them up at night.
What makes them click that “Buy Now” button.
Quick win: Take 15 minutes today to look at your top three customers. What do they have in common? What questions do they always ask? There’s the start of your persona.
What makes an effective user persona?
You’ve probably seen some basic customer profiles that just list age, location, and job title. 
But a real, working persona? That’s different. 
Here’s what you need to capture:
Demographic details: Sure, get the basics: age, location, job title, income level. But dig deeper. 
Behavioral patterns: What devices do they use? When do they browse your site? Are they comparison shoppers or impulse buyers? The more you know about their habits, the better you can serve them.
Pain points: What problems keep them searching for solutions? What frustrates them about current options? These are your opportunities to connect.
Goals: What are they really trying to achieve? Sometimes it’s not what you think. A person buying a drill isn’t actually looking for a drill, they’re looking to hang pictures on their wall.
Technical proficiency: How comfortable are they with technology? This affects everything from your site’s complexity to how much hand-holding your interface needs to provide.
Quick win: Look in Google Analytics to see the demographic details of your best-converting visitors.




Real example of personas in action
Want to see how this works in actual practice? Let’s look at our Search Engine Land Award-winning campaign. 
A traditional bank came to my agency with a challenge: they needed to completely shift their online presence from local retail banking to positioning themselves as a leader in Fintech and Banking as a Service (BaaS). 
Their target? C-suite executives and decision-makers in fintech companies.
Instead of creating generic banking content, we built detailed profiles of their target CTOs and CFOs, understanding that these executives prioritize technical documentation, API capabilities, and compliance information. 
We worked alongside them to restructure their site around how these executives actually find and consume content.
The results were dramatic:
Organic traffic increased from 6,600 to over 38,000 monthly visitors.
B2B lead generation more than tripled.
Most importantly, they started reaching exactly who they wanted to target.
Quick win: Look at your top-performing content. Which persona is it really serving? Are you attracting an audience you hadn’t even considered? Below is a screenshot of searchengineland.com’s top pages:




From this, I can see that three of their top five pages are directed toward beginners who are eager to learn about Google, digital marketing, SEO, and PPC. This aligns with a core group they ideally want to target.
The role of personas in website strategy
Personas shape website strategy through three core functions:
Content direction: Think of this as your website’s GPS. It guides what you say and how you say it for different user groups. For instance, if you’re talking to busy C-suite executives, you might lead with ROI stats and quick-scan bullet points. For technical users? Detailed specs and documentation come first.
Navigation planning: Ever noticed how Amazon’s website feels intuitive no matter what you’re shopping for? That’s persona-based navigation at work. It’s about creating paths that match how different users naturally browse.
Feature prioritization: What’s important for one persona might be irrelevant for another. This helps you decide what gets prime real estate on your site.
Quick win: Pull up your website analytics right now. Look at your top five most visited pages. Are they easily accessible for each of your personas? Do they speak to the features or things they care about most? If not, there’s your great optimization opportunity.
How to implement effectively
Getting personas right isn’t a one-time deal. Here’s what effective implementation looks like:
Map user journeys: Create a visual path for each persona. Where do they enter your site? Where should they go next? What information do they need at each step?
Build content hierarchies: Structure your content like a pyramid, with the most important stuff at the top and details below. But remember, what’s “most important” varies by persona.
Test against real users: Your assumptions about user behavior? They might be wrong. Test your design with actual users who match your personas.
Adjust based on feedback: What users say they want and what they actually do can be very different. Watch how they interact with your site and adjust accordingly.
Measure everything: Set up tracking for each persona’s typical journey. Are they finding what they need? Where are they dropping off?
Tip: The most successful websites we’ve seen aren’t necessarily the prettiest, they’re the ones that best understand and serve their users’ needs.
Creating user personas for your website
User personas shape website design through data-driven research combining qualitative insights with quantitative metrics. 
Start with what you know
Ever noticed that your best insights often come from actual conversations with customers? Start there.
Qualitative research:
Interview 8-12 customers who represent your ideal users (yes, actually talk to them). I like to use meeting recording software during this, so I can download the transcriptions and then analyze the commonalities from the conversations.
Watch how real users interact with your site.
Send out surveys that ask the right questions (hint: “Why?” is often more valuable than “What?”)
Quantitative data (the numbers game):
Dive into your analytics to see how people actually use your site.
Track those user paths (where are they going, and more importantly, where are they leaving).
Look at conversion data by user segment (some paths work better than others, find out why).
A/B test everything (let the data tell you what works).
Behavioral analysis and demographics
Here’s what you should be tracking and why it matters:
Pages per visit: Sure, the average might be 3-5 pages, but what’s really interesting is the path they take. Are they spending time navigating your site looking for answers? Or following a clear path to conversion?
Time on page: Got a page where users spend 4 minutes instead of the usual 2? That’s either really good (super engaging content) or really bad (they’re confused). 
Navigation patterns: Where do users go? Is it where you think they should?
Exit points: When visitors leave, are they leaving satisfied or frustrated? Look for patterns in your exit pages.
Device preferences: Mobile vs. desktop is about context. Mobile users often have different needs and behaviors than desktop users.
Quick win: Pick your top landing page. Watch a session recording of how real users interact with it. You’ll probably spot at least three opportunities for improvement in the first 5 minutes. I like to use Microsoft Clarity for this.

Planning your website structure around personas
Website structure optimization starts with understanding how different user personas interact with your site. 
Creating an effective information architecture ensures each persona finds relevant content through their preferred navigation paths.
Navigation and information architecture
Primary navigation elements reflect the main tasks personas aim to complete on your site. Create clear pathways based on persona behavior patterns:
Place high-priority content within three clicks from the homepage.
Position critical links where personas expect to find them.
Design mega menus or dropdown navigation based on persona categories.
Add breadcrumb navigation to help personas track their location.
Quick win: Map out the three most common tasks for each of your personas. Now count how many clicks it takes to complete each one. Found any shortcuts you could add?
Content strategy and messaging
Ever notice how some websites feel like they’re reading your mind? Here’s how to make your content resonate with each audience:
Headlines targeting specific persona pain points.
Scannable content blocks with persona-relevant information.
Call-to-action buttons using persona-preferred language.
Information hierarchy based on persona goals.
Media elements selected for persona preferences.




Quick win: Look at your top landing page. Does the first paragraph answer your primary persona’s biggest question? If not, rewrite it right now.
Implementing persona-driven design
Persona-driven design transforms websites into targeted experiences that match visitor needs. The implementation focuses on key touchpoints where personas interact with the site.
Homepage and landing page optimization
Homepage design starts with clear paths for each persona type. Create distinct sections with relevant headlines, images, and calls to action that direct visitors to persona-specific content. 
Analytics data shows visitors form opinions about websites in 0.05 seconds, making first impressions critical.
Key optimization elements include:
Prominent navigation paths labeled for each persona type.
Persona-specific value propositions above the fold.
Content blocks addressing unique pain points.
Visual cues guiding visitors to relevant sections.
A/B testing different layouts to improve engagement.
Conversion paths:
Think of conversion paths like a conversation. Each step should feel natural:
Awareness stage:

Blog posts optimized for search
Educational content that establishes credibility
No hard sell – just valuable information
Consideration stage:

Comparative content showing your advantages
Case studies matching the persona’s industry
More detailed technical or business documentation
Decision stage:

Clear, persona-specific CTAs
Simplified conversion forms (ask only what you need)
Next steps that match the user’s pace
Measuring success
When it comes to measuring the success of your persona-driven website, not all metrics carry equal weight. 
Start by tracking how different personas find and interact with your site. Watch how visitors engage with persona-specific content. Time spent on key pages and interaction rates will tell you if you’re hitting the mark. 
Conversion performance is where the real story unfolds. A well-executed persona strategy typically improves conversion rates along persona-specific paths. 
But don’t just count conversions; measure their quality. Are you attracting the right leads? Are they moving smoothly through their journey?
Testing and iteration 
The key to continual improvement lies in systematic testing. Watch real users interact with your site through session recordings. These often reveal unexpected behaviors that analytics alone might miss. 
Pay special attention to how different personas search your site and where they tend to exit. This helps you refine their paths to conversion. 
Make optimization a regular habit. Remove what isn’t working, expand what is, and adjust messaging that fails to connect. 
What’s next?
Your website restructure doesn’t end with implementing persona-based design; it’s an ongoing process of refinement and optimization. 
By focusing on your target personas throughout your site, you’ll create more meaningful connections with visitors and effectively guide them toward conversions.

Focusing on target personas throughout your site can create more meaningful connections with visitors and increase conversions. Here's how.

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