<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-800x450.png" class="attachment-large size-large wp-post-image" alt="5 LinkedIn Ads mistakes that could be hurting your campaigns" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>LinkedIn’s new ad format will let you amplify trusted voices to drive event engagement and build credibility with B2B audiences.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-800x450.png" class="attachment-large size-large wp-post-image" alt="5 LinkedIn Ads mistakes that could be hurting your campaigns" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/02/5-LinkedIn-Ads-mistakes-that-could-be-hurting-your-campaigns.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>LinkedIn expanded its Thought Leader Ads format to let advertisers sponsor member posts that link directly to a LinkedIn Event Page.</p>



<p><strong>Why we care.</strong> Trust is currency in B2B marketing – and people trust people more than brands. LinkedIn’s 2025 B2B Marketing Benchmark Report found:</p>



<ul class="wp-block-list">
<li>94% of marketers say trust is the key to B2B success.</li>



<li>76% believe collaborating with creators builds authenticity; 81% say it helps establish trust.</li>



<li>58% prioritize credibility when selecting influencers.</li>
</ul>



<p>By sponsoring authentic member posts, brands can tap into higher engagement rates, strengthen trust, and reach audiences more likely to take action. It’s a direct way to boost attendance while aligning with the growing B2B demand for authenticity and thought leadership.</p>



<p><strong>How it works</strong>. When an executive, employee, creator, or expert posts an event, advertisers can promote it as a Thought Leader Event Ad (with member permission).</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="529" height="720" src="https://searchengineland.com/wp-content/seloads/2025/08/1755035874848.png" alt="" class="wp-image-460854"/></figure></div>


<ul class="wp-block-list">
<li>In Campaign Manager, choose Browse Existing in the Content Library to find eligible posts.</li>



<li>Standard metrics like CTR, CPC, conversions, and new followers track performance.</li>
</ul>



<p><strong>The big picture.</strong> By tying <a href="https://www.linkedin.com/pulse/introducing-thought-leader-event-ads-build-trust-influence-pcelc/?trackingId=nQJqzC9eT8qKqWbAuO695w%3D%3D" target="_blank" rel="noopener">thought leadership directly to events</a>, LinkedIn is giving marketers a scalable way to amplify credible voices, fuel attendance, and strengthen brand trust, all while meeting the rising demand for authenticity in B2B.</p>


LinkedIn expanded its Thought Leader Ads format to let advertisers sponsor member posts that link directly to a LinkedIn Event Page.
Why we care. Trust is currency in B2B marketing – and people trust people more than brands. LinkedIn’s 2025 B2B Marketing Benchmark Report found:
94% of marketers say trust is the key to B2B success.
76% believe collaborating with creators builds authenticity; 81% say it helps establish trust.
58% prioritize credibility when selecting influencers.
By sponsoring authentic member posts, brands can tap into higher engagement rates, strengthen trust, and reach audiences more likely to take action. It’s a direct way to boost attendance while aligning with the growing B2B demand for authenticity and thought leadership.
How it works. When an executive, employee, creator, or expert posts an event, advertisers can promote it as a Thought Leader Event Ad (with member permission).

In Campaign Manager, choose Browse Existing in the Content Library to find eligible posts.
Standard metrics like CTR, CPC, conversions, and new followers track performance.
The big picture. By tying thought leadership directly to events, LinkedIn is giving marketers a scalable way to amplify credible voices, fuel attendance, and strengthen brand trust, all while meeting the rising demand for authenticity in B2B.

LinkedIn’s new ad format will let you amplify trusted voices to drive event engagement and build credibility with B2B audiences.

LinkedIn expands Thought Leader Ads to promote event posts

<div><img width="800" height="533" src="https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-800x533.jpg" class="attachment-large size-large wp-post-image" alt="Meta (Credit: Shuttertsock)" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-800x533.jpg 800w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-507x338.jpg 507w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-170x113.jpg 170w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-768x512.jpg 768w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-1536x1024.jpg 1536w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-150x100.jpg 150w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678.jpg 1620w" sizes="(max-width: 800px) 100vw, 800px" /></div>The revamped dashboard equips creators with deeper insights, streamlined tools, and cross-device flexibility.

<div><img width="800" height="533" src="https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-800x533.jpg" class="attachment-large size-large wp-post-image" alt="Meta (Credit: Shuttertsock)" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-800x533.jpg 800w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-507x338.jpg 507w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-170x113.jpg 170w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-768x512.jpg 768w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-1536x1024.jpg 1536w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678-150x100.jpg 150w, https://searchengineland.com/wp-content/seloads/2023/10/shutterstock_2068721678.jpg 1620w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Facebook is rolling out an enhanced web version of its Professional Dashboard, adding fresh creator insights, streamlined navigation, and improved parity with its mobile tools.</p>



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



<ul class="wp-block-list">
<li><strong>Web refresh</strong>: New home screen highlights earnings, content performance, and engagement; simplified navigation groups tools for monetization, audience connection, and education; Comments Manager now matches mobile functionality.</li>
</ul>



<figure class="wp-block-image size-full"><img decoding="async" width="2048" height="1923" src="https://searchengineland.com/wp-content/seloads/2025/08/531821409_4110157205918929_1333257061781079214_n-scaled.webp" alt="" class="wp-image-460850" srcset="https://searchengineland.com/wp-content/seloads/2025/08/531821409_4110157205918929_1333257061781079214_n-scaled.webp 2048w, https://searchengineland.com/wp-content/seloads/2025/08/531821409_4110157205918929_1333257061781079214_n-768x721.webp 768w, https://searchengineland.com/wp-content/seloads/2025/08/531821409_4110157205918929_1333257061781079214_n-1536x1442.webp 1536w" sizes="(max-width: 2048px) 100vw, 2048px" /></figure>



<ul class="wp-block-list">
<li><strong>Coming soon</strong>: Advanced trend insights, detailed content performance data, distribution breakdowns, data export, and bulk upload tools.</li>



<li><strong>New audience insights</strong>: “Popular with your followers” shows which content and pages resonate most with your audience.</li>
</ul>


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1013" height="2048" src="https://searchengineland.com/wp-content/seloads/2025/08/533018165_1302567554823758_2611121706236097401_n-scaled.webp" alt="" class="wp-image-460851" style="width:450px;height:auto" srcset="https://searchengineland.com/wp-content/seloads/2025/08/533018165_1302567554823758_2611121706236097401_n-scaled.webp 1013w, https://searchengineland.com/wp-content/seloads/2025/08/533018165_1302567554823758_2611121706236097401_n-768x1552.webp 768w, https://searchengineland.com/wp-content/seloads/2025/08/533018165_1302567554823758_2611121706236097401_n-760x1536.webp 760w" sizes="(max-width: 1013px) 100vw, 1013px" /></figure></div>


<ul class="wp-block-list">
<li><strong>New performance metrics</strong>: <em>View</em>s over time, view rate, and retention help pinpoint content that hooks viewers and where engagement drops off.</li>
</ul>



<p><strong>Why we care.</strong> The dashboard is a key hub for creators to track performance, manage monetization, and engage audiences. The updates make it easier to work across devices and tap into deeper performance data for smarter content decisions.</p>



<p><strong>The big picture.</strong> With more <a href="https://creators.facebook.com/blog/professional-dashboard-web">robust desktop tools and sharper insights</a>, Facebook is giving creators a better way to spot trends, fine-tune content, and grow their audience – all from one place.</p>


Facebook is rolling out an enhanced web version of its Professional Dashboard, adding fresh creator insights, streamlined navigation, and improved parity with its mobile tools.
Details:
Web refresh: New home screen highlights earnings, content performance, and engagement; simplified navigation groups tools for monetization, audience connection, and education; Comments Manager now matches mobile functionality.





Coming soon: Advanced trend insights, detailed content performance data, distribution breakdowns, data export, and bulk upload tools.
New audience insights: “Popular with your followers” shows which content and pages resonate most with your audience.

New performance metrics: Views over time, view rate, and retention help pinpoint content that hooks viewers and where engagement drops off.
Why we care. The dashboard is a key hub for creators to track performance, manage monetization, and engage audiences. The updates make it easier to work across devices and tap into deeper performance data for smarter content decisions.
The big picture. With more robust desktop tools and sharper insights, Facebook is giving creators a better way to spot trends, fine-tune content, and grow their audience – all from one place.

The revamped dashboard equips creators with deeper insights, streamlined tools, and cross-device flexibility.

Facebook upgrades Professional Dashboard with new insights

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/dont-call-it-answer-engine.png" class="attachment-large size-large wp-post-image" alt="Don&#039;t call it answer engine" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/dont-call-it-answer-engine.png 1920w, https://searchengineland.com/wp-content/seloads/2025/08/dont-call-it-answer-engine-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/08/dont-call-it-answer-engine-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Forget the abbreviation. Your job is still to earn presence and trust in conversational engine results, then make sure that presence pays.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/dont-call-it-answer-engine.png" class="attachment-large size-large wp-post-image" alt="Don&#039;t call it answer engine" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/dont-call-it-answer-engine.png 1920w, https://searchengineland.com/wp-content/seloads/2025/08/dont-call-it-answer-engine-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/08/dont-call-it-answer-engine-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>The war for naming and defining the new search is more ferocious than ever. </p>



<p>I don’t care what you call it, just don’t call it “answer engine.” </p>



<p>Search has reinvented itself again and climbed back to the top of the food chain. Job boards are full of “head of” roles for this new search era. </p>



<p>That’s not hype; it’s survival. </p>



<p>And if you’re a brand waiting for the dust to settle, you’re already late.</p>



<h2 class="wp-block-heading" id="h-zero-click-is-the-default-now">Zero‑click is the default now</h2>



<p>Most people get what they need without leaving the results page. </p>



<p>Bain says about 80% of consumers rely on AI summaries for at least 40% of their searches, cutting organic traffic 15–25%. Similar reports abound, placing those numbers much higher and proving that rounding errors are over.</p>



<ul class="wp-block-list">
<li>“Answer engine” focuses on the output, not the work.</li>



<li>“GEO” is getting buzz, but it doesn’t help you run a P&amp;L. </li>
</ul>



<p>If we need a name, call it <strong>CEO: Conversational Engine Optimization</strong> – because the real work is inside conversational environments.</p>



<p>There&#8217;s no danger in people holding on to the three-letter top person moniker since, to anyone with an actual job, “CEO” is meaningless. </p>



<p>Slapping those same letters on a search strategy is consultant cosplay. The proof isn’t in the label; it’s whether you show up (and get credited) and whether that presence pays.</p>



<p>Be kind to the machines. When they take over, I want them to remember who said &#8220;please&#8221; and relayed facts. </p>



<h2 class="wp-block-heading" id="h-the-ceo-checklist">The CEO checklist</h2>



<ul class="wp-block-list">
<li>Write in clean, quotable sentences that machines can lift and credit; keep paragraphs tight; add a table or a source only when it truly clarifies the point.</li>



<li>Answer the follow‑up questions people really ask and write as if the conversation will continue. </li>



<li>Make pages fast and well‑structured so parsers don’t trip, you&#8217;ll need sensible schema, clear bot directives, no gimmicks. </li>



<li>Put your name and date on the work, show your sources, lean on first‑party data. </li>



<li>And change the scoreboard: track how often you’re cited in AI answers and how those mentions move your metrics.</li>
</ul>



<p>If an answer requires no further action, desired actions drop, so protecting the revenue model is paramount. Falling short hits ads, affiliates, and lead gen and almost every other connected relationship a brand has. </p>



<h2 class="wp-block-heading" id="h-treat-zero-click-as-a-channel-not-a-write-off">Treat zero‑click as a channel, not a write‑off</h2>



<p>Capture what you can on the surface, the low-hanging fruit like calls, bookings, and emails. </p>



<p>Where your content powers answers, push for attribution and licensing. Publish formats assistants can cite without replacing your value. Marketers are already adjusting, sometimes awkwardly, as anyone reading the coverage in the Wall Street Journal or The Guardian can tell.</p>



<p>For leadership, here’s the translation without the checklist:</p>



<p>Define success in terms that match the world you actually operate in: your share of answer (how often you’re cited), the accuracy of how your brand is described in AI outputs, the assisted conversions those mentions drive, and the revenue that follows. Restructure high‑value pages into clean Q→A narratives with sources. Publish evidence with benchmarks, calculators, and original research.</p>



<p>Again, it can’t hurt to be kind and give the machines what models they prefer to cite.</p>



<p>Don’t bet the farm on one just yet. You need Perplexity, ChatGPT (with browsing), Gemini, and Copilot. </p>



<p>And put real governance around it: editorial standards, update cadence, and fact‑checking that can survive summarization.</p>



<h2 class="wp-block-heading" id="h-name-it-if-you-must">Name it if you must</h2>



<p>GEO, CAIO, CEO, CAO, or AEO, it doesn’t matter. </p>



<p>While I’m confident that my three-letter moniker will stick and be universally adopted overnight, you may want to keep “answer engine” as a raised eyebrow for people in the know. </p>



<p>Either way, the job stays the same. You’ll need to earn presence and trust in conversational results, then make sure that presence pays.</p>


The war for naming and defining the new search is more ferocious than ever. 
I don’t care what you call it, just don’t call it “answer engine.” 
Search has reinvented itself again and climbed back to the top of the food chain. Job boards are full of “head of” roles for this new search era. 
That’s not hype; it’s survival. 
And if you’re a brand waiting for the dust to settle, you’re already late.
Zero‑click is the default now
Most people get what they need without leaving the results page. 
Bain says about 80% of consumers rely on AI summaries for at least 40% of their searches, cutting organic traffic 15–25%. Similar reports abound, placing those numbers much higher and proving that rounding errors are over.
“Answer engine” focuses on the output, not the work.
“GEO” is getting buzz, but it doesn’t help you run a P&L. 
If we need a name, call it CEO: Conversational Engine Optimization – because the real work is inside conversational environments.
There’s no danger in people holding on to the three-letter top person moniker since, to anyone with an actual job, “CEO” is meaningless. 
Slapping those same letters on a search strategy is consultant cosplay. The proof isn’t in the label; it’s whether you show up (and get credited) and whether that presence pays.
Be kind to the machines. When they take over, I want them to remember who said “please” and relayed facts. 
The CEO checklist
Write in clean, quotable sentences that machines can lift and credit; keep paragraphs tight; add a table or a source only when it truly clarifies the point.
Answer the follow‑up questions people really ask and write as if the conversation will continue. 
Make pages fast and well‑structured so parsers don’t trip, you’ll need sensible schema, clear bot directives, no gimmicks. 
Put your name and date on the work, show your sources, lean on first‑party data. 
And change the scoreboard: track how often you’re cited in AI answers and how those mentions move your metrics.
If an answer requires no further action, desired actions drop, so protecting the revenue model is paramount. Falling short hits ads, affiliates, and lead gen and almost every other connected relationship a brand has. 
Treat zero‑click as a channel, not a write‑off
Capture what you can on the surface, the low-hanging fruit like calls, bookings, and emails. 
Where your content powers answers, push for attribution and licensing. Publish formats assistants can cite without replacing your value. Marketers are already adjusting, sometimes awkwardly, as anyone reading the coverage in the Wall Street Journal or The Guardian can tell.
For leadership, here’s the translation without the checklist:
Define success in terms that match the world you actually operate in: your share of answer (how often you’re cited), the accuracy of how your brand is described in AI outputs, the assisted conversions those mentions drive, and the revenue that follows. Restructure high‑value pages into clean Q→A narratives with sources. Publish evidence with benchmarks, calculators, and original research.
Again, it can’t hurt to be kind and give the machines what models they prefer to cite.
Don’t bet the farm on one just yet. You need Perplexity, ChatGPT (with browsing), Gemini, and Copilot. 
And put real governance around it: editorial standards, update cadence, and fact‑checking that can survive summarization.
Name it if you must
GEO, CAIO, CEO, CAO, or AEO, it doesn’t matter. 
While I’m confident that my three-letter moniker will stick and be universally adopted overnight, you may want to keep “answer engine” as a raised eyebrow for people in the know. 
Either way, the job stays the same. You’ll need to earn presence and trust in conversational results, then make sure that presence pays.

Forget the abbreviation. Your job is still to earn presence and trust in conversational engine results, then make sure that presence pays.

Call it whatever you want – just don’t call it ‘Answer Engine’

<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" 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.

<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" 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>
<p>Looking to take the next step in your search marketing career? </p>



<p>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.</p>



<h2 class="wp-block-heading" id="h-newest-seo-jobs">Newest SEO Jobs </h2>



<style>.wp-block-rss__item-title{padding-top:20px;}</style>



<p><strong>(Provided to Search Engine Land by <a href="https://www.seojobs.com/" target="_blank" rel="noopener">SEOjobs.com</a>) </strong></p>


<ul class="has-dates has-excerpts wp-block-rss"><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/editorial-assistant-seo-launch-potato/'>Editorial Assistant, SEO ~ Launch Potato ~ $35,000 – $55,000 per year ~ Remote (Pheonix, AZ – USA)</a></div><time datetime="2025-08-15T15:30:09-04:00" class="wp-block-rss__item-publish-date">August 15, 2025</time> <div class="wp-block-rss__item-excerpt">WHO ARE WE? Launch Potato is a digital media company with a portfolio of brands and technologies. As The Discovery and Conversion Company, Launch Potato is a leading connector of advertisers to customers at all parts of the consumer journey, from awareness to consideration to purchase. The company is headquartered in vibrant downtown Delray Beach, Florida, […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/seo-specialist-amplifyed/'>SEO Specialist ~ Amplifyed ~ $80,000 ~ Remote (US)</a></div><time datetime="2025-08-14T18:05:44-04:00" class="wp-block-rss__item-publish-date">August 14, 2025</time> <div class="wp-block-rss__item-excerpt">Do you love nerding out on SEO and working with clients? If your friends &amp; family are sick of hearing about your latest search rankings, then we’re your kind of people and you will love this job. $80k in year 1 plus potential bonuses You will get an absolute masterclass on SEO and working with […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/senior-product-manager-seo-remote-canada-yelp/'>Senior Product Manager, SEO (Remote – Canada) ~ Yelp ~ $124,000-233,000 annually (CAD) ~ Remote (Canada)</a></div><time datetime="2025-08-14T12:30:35-04:00" class="wp-block-rss__item-publish-date">August 14, 2025</time> <div class="wp-block-rss__item-excerpt">Summary For 20 years, Yelp has been synonymous with helping consumers discover and connect with great local businesses – from restaurants and nail salons to movers and plumbers. With unmatched local business information, photos, and review content, Yelp provides a one-stop local platform to discover, connect and transact with local businesses of all sizes by […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/content-lead-seo-gametime-united/'>Content Lead – SEO ~ Gametime United ~ $124,483 – $146,450 ~ Remote (USA)</a></div><time datetime="2025-08-13T15:30:28-04:00" class="wp-block-rss__item-publish-date">August 13, 2025</time> <div class="wp-block-rss__item-excerpt">About Us: Live experiences help people cross today’s digital divide and focus on what truly connects us – the here, the now, this once-in-a-lifetime moment that’s bringing us together. To fulfill Gametime’s mission of uniting the world through shared experiences, we make it easy for people to discover and access the live experiences that matter […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/seo-consultant-botifycom/'>SEO Consultant ~ Botify ~ $130,000+ Bonus ~ Remote (US)</a></div><time datetime="2025-08-13T14:33:29-04:00" class="wp-block-rss__item-publish-date">August 13, 2025</time> <div class="wp-block-rss__item-excerpt">Botify’s leading agentic AI search technology and seasoned experts ensure every brand has the power to be found, both in traditional and AI search. With one powerful platform, brands achieve visibility, relevance, and greater control across Google, Bing, ChatGPT, Perplexity, and more. Botify’s technology powers agentic workflows, AI-driven recommendations, and automated cross-platform indexation and deployment. […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/seo-strategist-valve-and-meter/'>SEO Strategist ~ Valve and Meter ~ $70,000-$80,000 per year ~ Remote (USA)</a></div><time datetime="2025-08-08T15:30:29-04:00" class="wp-block-rss__item-publish-date">August 8, 2025</time> <div class="wp-block-rss__item-excerpt">In a Nutshell Valve+Meter is growing, and we’re looking for a results-driven SEO Strategist to join our performance marketing team. This is a hands-on role responsible for driving organic traffic, improving rankings, and increasing leads for a portfolio of clients operating in e-commerce, national or B2B markets. We have offices in Indianapolis, Indiana and Denver, […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/senior-manager-growth-marketing-paid-search-seo-compassion-international/'>Senior Manager, Growth Marketing (Paid Search &amp; SEO) ~ Compassion International ~ $139,250 – $163,607 ~ Remote (USA)</a></div><time datetime="2025-08-08T12:30:24-04:00" class="wp-block-rss__item-publish-date">August 8, 2025</time> <div class="wp-block-rss__item-excerpt">The expected salary range for this position is $139,250.00 – $163,607.00. Employees in specific high cost of labor locations in the United States (such as San Francisco, CA and Seattle, WA) may qualify for a geographic differential. Compassion International is not responsible for third parties who omit this information when copying and re-posting job openings. […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/seo-associate-nasdaq/'>SEO Associate ~ Nasdaq ~ 65,000 – $85,000 ~ Hybrid Atlanta, GA (US)</a></div><time datetime="2025-08-07T23:40:19-04:00" class="wp-block-rss__item-publish-date">August 7, 2025</time> <div class="wp-block-rss__item-excerpt">About the Role We’re looking for a motivated and detail-oriented SEO Associate to join our performance marketing team. This is a fantastic opportunity for someone eager to break into the digital marketing space and grow their skills in SEO and front-end web development. You’ll receive hands-on training and mentorship while contributing to real projects that […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/seo-strategist-click-here-digital/'>SEO Strategist ~ Click Here Digital ~ 60,000-75,000 ~ Remote (US)</a></div><time datetime="2025-08-07T15:49:00-04:00" class="wp-block-rss__item-publish-date">August 7, 2025</time> <div class="wp-block-rss__item-excerpt">As a SEO Strategist, you will be the go-to expert for our clients’ websites, you’ll craft tailored SEO strategies that align with their business objectives. Working closely with account managers and digital analysts, you’ll analyze, optimize, and implement strategies to enhance our clients’ online presence.   Job Responsibilities: Develop and nurture relationships with key client […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.seojobs.com/job/seo-lead-12100-collective/'>SEO Lead ~ 12100 Collective ~ $125,000 – $175,000 ~ Remote (USA)</a></div><time datetime="2025-08-07T15:30:58-04:00" class="wp-block-rss__item-publish-date">August 7, 2025</time> <div class="wp-block-rss__item-excerpt">Overview 12100 Collective is a new growth marketing agency based in NYC, founded by an alumni of Meta’s growth team and servicing clients with &gt;$100M in annual revenue across industries. We pride ourselves on being world-class at our craft, pairing data-driven strategies with excellent creative to drive measurable growth. This role is responsible for leading […]</div></li></ul>


<h2 class="wp-block-heading" id="h-newest-ppc-and-paid-media-jobs">Newest PPC and paid media jobs</h2>



<p><strong>(Provided to Search Engine Land by <a href="https://www.ppcjobs.com/" target="_blank" rel="noopener">PPCjobs.com</a>) </strong></p>



<style>.wp-block-rss__item-title{padding-top:20px;}</style>


<ul class="has-dates has-excerpts wp-block-rss"><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.ppcjobs.com/job/senior-performance-marketing-manager-paid-social-meta-scribe/'>Senior Performance Marketing Manager, Paid Social (Meta) ~ Scribe ~ $125,000-$185,000 annually ~ Remote (USA)</a></div><time datetime="2025-08-15T15:30:41-04:00" class="wp-block-rss__item-publish-date">August 15, 2025</time> <div class="wp-block-rss__item-excerpt">About us Scribe is where exceptional people come to do the best work of their careers. More than 94% of the Fortune 500 use Scribe to document and scale how work gets done. We’re growing fast — since our founding in 2019, we’ve grown to over 4 million users across 600,000 businesses. Based in San […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.ppcjobs.com/job/paid-social-analyst-miles-partnership-llc/'>Paid Social Analyst ~ Miles Partnership, LLC ~ $60,000-$75,000 annually ~ Remote (USA)</a></div><time datetime="2025-08-15T12:30:13-04:00" class="wp-block-rss__item-publish-date">August 15, 2025</time> <div class="wp-block-rss__item-excerpt">ABOUT MILES &amp; AD+GENUITY: Miles Partnership is a full-service marketing consultancy focused exclusively on travel and tourism. Today we work with more than 130 destinations, hospitality businesses and other travel brands to deliver forward-thinking print and digital content-marketing solutions. We are a team of travel experts and travel enthusiasts, united in the belief that travel […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.ppcjobs.com/job/senior-growth-marketing-associate-paid-social-stitch-fix/'>Senior Growth Marketing Associate, Paid Social ~ Stitch Fix ~ $94,500-$139,000 ~ Remote (USA)</a></div><time datetime="2025-08-14T12:30:30-04:00" class="wp-block-rss__item-publish-date">August 14, 2025</time> <div class="wp-block-rss__item-excerpt">About Stitch Fix, Inc. Stitch Fix (NASDAQ: SFIX) is the leading online personal styling service that helps people discover the styles they will love that fit perfectly so they always look – and feel – their best. Few things are more personal than getting dressed, but finding clothing that fits and looks great can be […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.ppcjobs.com/job/marketing-manager-paid-social-dutch-pet/'>Marketing Manager, Paid Social ~ Dutch Pet ~ $150,000-$190,000 per year ~ Remote (USA)</a></div><time datetime="2025-08-13T15:30:05-04:00" class="wp-block-rss__item-publish-date">August 13, 2025</time> <div class="wp-block-rss__item-excerpt">Dutch Pet is on a mission to increase access and care to pets across the country, delivering relief to both pets and their pet parents by connecting them virtually with vets across the county. We are excited about tackling the hard problems in an effort to help every dog and cat live their happiest possible […]</div></li><li class='wp-block-rss__item'><div class='wp-block-rss__item-title'><a href='https://www.ppcjobs.com/job/sr-paid-social-specialist-ameripharma/'>Sr. Paid Social Specialist ~ AmeriPharma ~ $90,000-$110,000 annually ~ Remote (USA)</a></div><time datetime="2025-08-13T12:30:44-04:00" class="wp-block-rss__item-publish-date">August 13, 2025</time> <div class="wp-block-rss__item-excerpt">About AmeriPharma AmeriPharma is a rapidly growing healthcare company where you will have the opportunity to contribute to our joint success on a daily basis. We value new ideas, creativity, and productivity. We like people who are passionate about their roles and people who like to grow and change as the company evolves. AmeriPharma’s Benefits […]</div></li></ul>


<h2 class="wp-block-heading" id="h-other-roles-you-may-be-interested-in">Other roles you may be interested in</h2>



<p><a href="https://www.linkedin.com/jobs/view/4277219210/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=YAmgorbLK7265w0tgmRr9w%3D%3D&amp;trackingId=Ztcv93B%2FZXEeJ7d4BLUNKA%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Search Engine Marketing Manager (SEM)</a>, Yelp (Remote)</p>



<ul class="wp-block-list">
<li><strong>Salary:</strong> $89,000 &#8211; $150,000</li>



<li>Manage the day-to-day operations for our paid search marketing strategy, setting up campaigns, optimizing bids, ad copy, landing pages and more.</li>



<li>Obsess over data. You will analyze performance metrics from internal database tools, third party systems, APIs, and data feeds to drive growth in profit.</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4267830351/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=iIRKhxIGEI8SCCc%2BoZcECg%3D%3D&amp;trackingId=Whu9sxLDOpdiw276xCRKqQ%3D%3D&amp;trk=d_flagship3_search_srp_jobs">SEO Manager, MSNBC</a>, MSNBC (New York, NY)</p>



<ul class="wp-block-list">
<li><strong>Salary:</strong> $85,000 &#8211; $115,000</li>



<li>Develop and enhance SEO strategy for MSNBC articles and videos published, including breaking news, analysis, and opinion content across owned and third-party platforms</li>



<li>Communicate regularly with editorial teams about SEO strategies, tactics, and performance</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4256085358/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=iIRKhxIGEI8SCCc%2BoZcECg%3D%3D&amp;trackingId=83qCYmJFLeyl1dmIXQWRmQ%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Digital Marketing Manager</a>, Kayak (Cambridge, MA)</p>



<ul class="wp-block-list">
<li><strong>Salary:</strong> $75,000 &#8211; $90,000</li>



<li>Strong project management, organizational, and communication skills, with excellent attention to detail</li>



<li>Capability of balancing urgent priorities with strategic long-term objectives</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4283704102/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=iIRKhxIGEI8SCCc%2BoZcECg%3D%3D&amp;trackingId=JbVd1iwgFI4%2FZNErDmAfcw%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Search Engine Marketing Manager</a>, Good Inside</p>



<ul class="wp-block-list">
<li><strong>Salary: </strong>$110,000 &#8211; $125,000</li>



<li>Expert in Google Ads, Bing Ads, and Search Ads 360 (SA360); additional experience with Apple Search, YouTube, or display is a plus.</li>



<li>Strong analytical mindset; fluent in Excel/Google Sheets, and able to derive insights from performance data.</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4284435739/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=iIRKhxIGEI8SCCc%2BoZcECg%3D%3D&amp;trackingId=Pndpah5GRKLm%2Bnugto9edw%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Manager, Paid Search</a>, Lunar Solar Group (Remote)</p>



<ul class="wp-block-list">
<li><strong>Salary:</strong> $80,000 &#8211; $95,000</li>



<li>Drive overall planning, execution, strategy, and optimization of SEM campaigns for clients across Google Ads and Microsoft Ads.</li>



<li>Own client relationships handling day to day communications, weekly/biweekly reporting, and Quarterly Business Reviews.</li>
</ul>



<p><a href="https://www.linkedin.com/jobs/view/4281707160/?alternateChannel=search&amp;eBP=NOT_ELIGIBLE_FOR_CHARGING&amp;refId=iIRKhxIGEI8SCCc%2BoZcECg%3D%3D&amp;trackingId=Uy3XTnjvZW04Zra3ylAinw%3D%3D&amp;trk=d_flagship3_search_srp_jobs">Manager, Paid Media, WSJ</a>, Dow Jones (Hybrid, New York, NY)</p>



<ul class="wp-block-list">
<li><strong>Salary:</strong> $85,000 &#8211; $105,000</li>



<li>Create an effective strategic framework across paid media platforms including Meta, Google Search, DV360, LinkedIn, X, Reddit and Snapchat.</li>



<li>Optimize media strategies to improve performance and ensure the KPI goals are met.</li>
</ul>



<h2 class="wp-block-heading">Are you looking to hire?</h2>



<p>You can <a href="https://forms.gle/1T6Mruk7T34dPmai8" target="_blank" rel="noopener">submit your job listing details here</a> for free. Please include:</p>



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



<li>Company.</li>



<li>Job listing URL.</li>



<li>Date when the job listing closes.</li>



<li>Where the position is located (e.g., remote, city, country).</li>



<li>Salary range (we will not include job listings in this article unless they include this).</li>
</ul>



<p><strong>Note:</strong> We update this post weekly. So make sure to bookmark this page and check back. </p>



<p></p>


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 SEO Jobs 
.wp-block-rss__item-title{padding-top:20px;}



(Provided to Search Engine Land by SEOjobs.com) 

Editorial Assistant, SEO ~ Launch Potato ~ $35,000 – $55,000 per year ~ Remote (Pheonix, AZ – USA)
August 15, 2025 
WHO ARE WE? Launch Potato is a digital media company with a portfolio of brands and technologies. As The Discovery and Conversion Company, Launch Potato is a leading connector of advertisers to customers at all parts of the consumer journey, from awareness to consideration to purchase. The company is headquartered in vibrant downtown Delray Beach, Florida, […]

SEO Specialist ~ Amplifyed ~ $80,000 ~ Remote (US)
August 14, 2025 
Do you love nerding out on SEO and working with clients? If your friends & family are sick of hearing about your latest search rankings, then we’re your kind of people and you will love this job. $80k in year 1 plus potential bonuses You will get an absolute masterclass on SEO and working with […]

Senior Product Manager, SEO (Remote – Canada) ~ Yelp ~ $124,000-233,000 annually (CAD) ~ Remote (Canada)
August 14, 2025 
Summary For 20 years, Yelp has been synonymous with helping consumers discover and connect with great local businesses – from restaurants and nail salons to movers and plumbers. With unmatched local business information, photos, and review content, Yelp provides a one-stop local platform to discover, connect and transact with local businesses of all sizes by […]

Content Lead – SEO ~ Gametime United ~ $124,483 – $146,450 ~ Remote (USA)
August 13, 2025 
About Us: Live experiences help people cross today’s digital divide and focus on what truly connects us – the here, the now, this once-in-a-lifetime moment that’s bringing us together. To fulfill Gametime’s mission of uniting the world through shared experiences, we make it easy for people to discover and access the live experiences that matter […]

SEO Consultant ~ Botify ~ $130,000+ Bonus ~ Remote (US)
August 13, 2025 
Botify’s leading agentic AI search technology and seasoned experts ensure every brand has the power to be found, both in traditional and AI search. With one powerful platform, brands achieve visibility, relevance, and greater control across Google, Bing, ChatGPT, Perplexity, and more. Botify’s technology powers agentic workflows, AI-driven recommendations, and automated cross-platform indexation and deployment. […]

SEO Strategist ~ Valve and Meter ~ $70,000-$80,000 per year ~ Remote (USA)
August 8, 2025 
In a Nutshell Valve+Meter is growing, and we’re looking for a results-driven SEO Strategist to join our performance marketing team. This is a hands-on role responsible for driving organic traffic, improving rankings, and increasing leads for a portfolio of clients operating in e-commerce, national or B2B markets. We have offices in Indianapolis, Indiana and Denver, […]

Senior Manager, Growth Marketing (Paid Search & SEO) ~ Compassion International ~ $139,250 – $163,607 ~ Remote (USA)
August 8, 2025 
The expected salary range for this position is $139,250.00 – $163,607.00. Employees in specific high cost of labor locations in the United States (such as San Francisco, CA and Seattle, WA) may qualify for a geographic differential. Compassion International is not responsible for third parties who omit this information when copying and re-posting job openings. […]

SEO Associate ~ Nasdaq ~ 65,000 – $85,000 ~ Hybrid Atlanta, GA (US)
August 7, 2025 
About the Role We’re looking for a motivated and detail-oriented SEO Associate to join our performance marketing team. This is a fantastic opportunity for someone eager to break into the digital marketing space and grow their skills in SEO and front-end web development. You’ll receive hands-on training and mentorship while contributing to real projects that […]

SEO Strategist ~ Click Here Digital ~ 60,000-75,000 ~ Remote (US)
August 7, 2025 
As a SEO Strategist, you will be the go-to expert for our clients’ websites, you’ll craft tailored SEO strategies that align with their business objectives. Working closely with account managers and digital analysts, you’ll analyze, optimize, and implement strategies to enhance our clients’ online presence.   Job Responsibilities: Develop and nurture relationships with key client […]

SEO Lead ~ 12100 Collective ~ $125,000 – $175,000 ~ Remote (USA)
August 7, 2025 
Overview 12100 Collective is a new growth marketing agency based in NYC, founded by an alumni of Meta’s growth team and servicing clients with >$100M in annual revenue across industries. We pride ourselves on being world-class at our craft, pairing data-driven strategies with excellent creative to drive measurable growth. This role is responsible for leading […]

Newest PPC and paid media jobs
(Provided to Search Engine Land by PPCjobs.com) 
.wp-block-rss__item-title{padding-top:20px;}



Senior Performance Marketing Manager, Paid Social (Meta) ~ Scribe ~ $125,000-$185,000 annually ~ Remote (USA)
August 15, 2025 
About us Scribe is where exceptional people come to do the best work of their careers. More than 94% of the Fortune 500 use Scribe to document and scale how work gets done. We’re growing fast — since our founding in 2019, we’ve grown to over 4 million users across 600,000 businesses. Based in San […]

Paid Social Analyst ~ Miles Partnership, LLC ~ $60,000-$75,000 annually ~ Remote (USA)
August 15, 2025 
ABOUT MILES & AD+GENUITY: Miles Partnership is a full-service marketing consultancy focused exclusively on travel and tourism. Today we work with more than 130 destinations, hospitality businesses and other travel brands to deliver forward-thinking print and digital content-marketing solutions. We are a team of travel experts and travel enthusiasts, united in the belief that travel […]

Senior Growth Marketing Associate, Paid Social ~ Stitch Fix ~ $94,500-$139,000 ~ Remote (USA)
August 14, 2025 
About Stitch Fix, Inc. Stitch Fix (NASDAQ: SFIX) is the leading online personal styling service that helps people discover the styles they will love that fit perfectly so they always look – and feel – their best. Few things are more personal than getting dressed, but finding clothing that fits and looks great can be […]

Marketing Manager, Paid Social ~ Dutch Pet ~ $150,000-$190,000 per year ~ Remote (USA)
August 13, 2025 
Dutch Pet is on a mission to increase access and care to pets across the country, delivering relief to both pets and their pet parents by connecting them virtually with vets across the county. We are excited about tackling the hard problems in an effort to help every dog and cat live their happiest possible […]

Sr. Paid Social Specialist ~ AmeriPharma ~ $90,000-$110,000 annually ~ Remote (USA)
August 13, 2025 
About AmeriPharma AmeriPharma is a rapidly growing healthcare company where you will have the opportunity to contribute to our joint success on a daily basis. We value new ideas, creativity, and productivity. We like people who are passionate about their roles and people who like to grow and change as the company evolves. AmeriPharma’s Benefits […]

Other roles you may be interested in
Search Engine Marketing Manager (SEM), Yelp (Remote)
Salary: $89,000 – $150,000
Manage the day-to-day operations for our paid search marketing strategy, setting up campaigns, optimizing bids, ad copy, landing pages and more.
Obsess over data. You will analyze performance metrics from internal database tools, third party systems, APIs, and data feeds to drive growth in profit.
SEO Manager, MSNBC, MSNBC (New York, NY)
Salary: $85,000 – $115,000
Develop and enhance SEO strategy for MSNBC articles and videos published, including breaking news, analysis, and opinion content across owned and third-party platforms
Communicate regularly with editorial teams about SEO strategies, tactics, and performance
Digital Marketing Manager, Kayak (Cambridge, MA)
Salary: $75,000 – $90,000
Strong project management, organizational, and communication skills, with excellent attention to detail
Capability of balancing urgent priorities with strategic long-term objectives
Search Engine Marketing Manager, Good Inside
Salary: $110,000 – $125,000
Expert in Google Ads, Bing Ads, and Search Ads 360 (SA360); additional experience with Apple Search, YouTube, or display is a plus.
Strong analytical mindset; fluent in Excel/Google Sheets, and able to derive insights from performance data.
Manager, Paid Search, Lunar Solar Group (Remote)
Salary: $80,000 – $95,000
Drive overall planning, execution, strategy, and optimization of SEM campaigns for clients across Google Ads and Microsoft Ads.
Own client relationships handling day to day communications, weekly/biweekly reporting, and Quarterly Business Reviews.
Manager, Paid Media, WSJ, Dow Jones (Hybrid, New York, NY)
Salary: $85,000 – $105,000
Create an effective strategic framework across paid media platforms including Meta, Google Search, DV360, LinkedIn, X, Reddit and Snapchat.
Optimize media strategies to improve performance and ensure the KPI goals are met.
Are you looking to hire?
You can submit your job listing details here for free. Please include:
Job title.
Company.
Job listing URL.
Date when the job listing closes.
Where the position is located (e.g., remote, city, country).
Salary range (we will not include job listings in this article unless they include this).
Note: We update this post weekly. So make sure to bookmark this page and check back.

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="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_PPC-attribution.jpeg" class="attachment-large size-large wp-post-image" alt="Broken PPC attribution concept" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_PPC-attribution.jpeg 1920w, https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_PPC-attribution-768x432.jpeg 768w, https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_PPC-attribution-1536x864.jpeg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Cookies are disappearing and tracking is fractured. Here’s how to rebuild PPC attribution so you can see what’s really working.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_PPC-attribution.jpeg" class="attachment-large size-large wp-post-image" alt="Broken PPC attribution concept" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_PPC-attribution.jpeg 1920w, https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_PPC-attribution-768x432.jpeg 768w, https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_PPC-attribution-1536x864.jpeg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Marketing has never had more data – and never been more blind.&nbsp;</p>



<p>Third-party cookies are disappearing, ad platforms guard their insights, and reports are riddled with blind spots.&nbsp;</p>



<p>Privacy regulations like GDPR and CCPA, browser updates, and iOS changes have fractured tracking into pieces too small to give a full picture.</p>



<p>Meanwhile, the customer journey is anything but linear.&nbsp;Google calls it the “messy middle” – a web of touchpoints across search, social, email, ads, events, and more.&nbsp;</p>



<p>An ecommerce customer might have six meaningful interactions before buying.&nbsp;In B2B, that number can climb to 60+ across multiple channels, per <a href="https://dreamdata.io/blog/customer-journeys-launch" target="_blank" rel="noopener">Dreamdata</a>.&nbsp;</p>



<p>Yet many attribution systems still distill all of this complexity into one lazy metric: the last click.&nbsp;</p>



<p>The result?&nbsp;</p>



<p>Upper- and mid-funnel efforts that actually drive demand get sidelined, leaving <a href="https://searchengineland.com/guide/what-is-paid-search">PPC</a> teams making budget calls with an incomplete picture.</p>



<h2 class="wp-block-heading" id="h-last-click-attribution-the-habit-that-won-t-die">Last-click attribution: The habit that won’t die</h2>



<p>We’ve long known that last-click attribution is flawed, yet it still dominates in many organizations.&nbsp;</p>



<p>It survives because it’s simple, familiar, and easy to explain to clients. Forecasts are built on it, and it’s woven into daily workflows.</p>



<p>But giving 100% of the credit to the final touchpoint, often branded search or retargeting, is a warped view of reality.&nbsp;</p>



<p>If someone discovers you via a podcast, reads a blog post, sees a LinkedIn ad, then finally Googles your brand and clicks a search ad, last-click crowns that search ad as the hero.</p>



<p>Over time, this bias quietly drains budget from awareness and consideration campaigns.&nbsp;</p>



<p>Demand creation slows, but the reports never show the warning signs.&nbsp;</p>



<p>In B2B, where deals are rarely sparked by a single click, this short-term thinking is especially dangerous.</p>



<p>Worse still, last-click undervalues what’s often called “dark social.” Think:</p>



<ul class="wp-block-list">
<li>Word-of-mouth.</li>



<li>Community discussions.</li>



<li>Events.</li>



<li>The influence that never shows up in click reports.&nbsp;</li>
</ul>



<p>One marketer even found Facebook undervalued by 90% using last-click metrics, yet convincing stakeholders to shift budget was a battle.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/marketing-attribution-definitions-438907"><strong><em>7 must-know marketing attribution definitions to avoid getting gamed</em></strong></a></p>



<h2 class="wp-block-heading" id="h-why-new-analytics-models-haven-t-saved-attribution-yet">Why new analytics models haven’t saved attribution (yet)</h2>



<p>Data-driven attribution models like GA4’s default DDA were supposed to rescue us from last-click thinking.&nbsp;</p>



<p>In theory, they spread credit across touchpoints using machine learning rather than rigid rules.&nbsp;</p>



<p>In practice, they come with their own problems.</p>



<ul class="wp-block-list">
<li>They’re opaque – a black box of fractional numbers with little explanation of why each touchpoint gets the credit it does.&nbsp;</li>



<li>They’re also incomplete – largely confined to the Google Ads and Analytics universe – and blind to offline, cross-device, and many third-party interactions.</li>
</ul>



<p>These models fall under the broader category of multi-touch attribution (MTA), which assigns proportional credit to every marketing interaction a user has before converting.&nbsp;</p>



<p>But even if MTA were perfect at distributing credit, it wouldn’t prove causality.&nbsp;</p>



<p>It also won’t tell you whether campaigns are driving incremental results.</p>



<p>It works backwards from a conversion, assigning credit based on correlation. There is no way to tell if the ad actually caused the sale or if it would have happened anyway.</p>



<p>That’s a big problem in an era when research shows many platform-attributed conversions simply capture people who were going to buy regardless.&nbsp;</p>



<p>Ad platforms often optimize for the “low-hanging fruit” – users most likely to convert – which inflates reported results without creating net-new demand.</p>



<p>With cookies disappearing and user-level tracking eroding, these models are also losing the very signals they rely on.&nbsp;</p>



<p>MTA models built on granular tracking are disappearing fast due to privacy regulations and browser changes.&nbsp;</p>



<p>Even with GA4 and data-driven algorithms, most marketers are still not in a much better position to confidently identify what truly drives value.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/marketing-attribution-models-the-pros-and-cons-451733"><strong><em>Marketing attribution models: The pros and cons</em></strong></a></p>



<div class="nl-inline-form border py-2 px-1 my-2">
	
	<div class="row align-items-center nl-inline-container">
		<div class="col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0">
			<p class="inline-form-text text-center mb-0">Get the newsletter search marketers rely on.</p>
		</div>
		<div class="col-12 col-lg-7 col-xl-6  pe-lg-0">
			<div class="form-nl-inline">
				<script src="https://app-sj02.marketo.com/js/forms2/js/forms2.min.js"></script> <form id="mktoForm_16298"></form> 
				
				<script>				
					MktoForms2.loadForm("https://app-sj02.marketo.com", "727-ZQE-044", 16298, function(form) {
						// form.onSubmit(function(){
						// });
						
						// form.onSuccess(function (values, followUpUrl) {
						// });
					});
				</script>
			</div>
		</div>
		<div class="col-12 col-lg-2 col-xl-2 ps-1">
			<p class="text-center mb-0" style="font-size: .75rem;"><a class="nl-terms" href="https://searchengineland.com/termsofuse" target="_blank" aria-label="opens in a new tab">See terms.</a></p>
		</div>
	</div>
</div>




<hr class="wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background"/>



<h2 class="wp-block-heading" id="h-how-to-evolve-your-ppc-measurement-approach">How to evolve your PPC measurement approach</h2>



<p>If traditional attribution is broken and new models haven’t fully fixed it, how should you adapt?&nbsp;</p>



<p>The answer is not to give up, but to change your approach.&nbsp;</p>



<p>In a world of patchy data and complex journeys, you need to shift from chasing perfect attribution to focusing on pragmatic, business-driven insights.&nbsp;</p>



<p>Here are several strategies to consider.</p>



<h3 class="wp-block-heading" id="h-leverage-first-party-data-and-crm-integration">Leverage first-party data and CRM integration</h3>



<p>With third-party data drying up, your own first-party data is now gold.&nbsp;</p>



<p>Every marketing team should invest in capturing and integrating as much customer data as possible from:</p>



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



<li>CRM system.</li>



<li>Other customer touchpoints.</li>
</ul>



<p>Collect known user data (with consent) through:</p>



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



<li>Newsletter signups.</li>



<li>Free trials can help.&nbsp;</li>
</ul>



<p>Just as important is tying that data together. Connect your ad platforms to tools like HubSpot or Salesforce and track post-click actions in your CRM pipelines.</p>



<p>By importing offline or downstream conversions (e.g., leads that turn into sales) back into Google Ads or Analytics, you close the loop on which clicks lead to real revenue.&nbsp;</p>



<p>This deeper integration lets you move beyond vanity metrics.&nbsp;</p>



<p>If a PPC campaign produces leads that rarely close, a CRM-integrated view will show it, even if last-click attribution looked healthy.</p>



<h3 class="wp-block-heading" id="h-measure-incrementality-not-just-conversions">Measure incrementality, not just conversions</h3>



<p>Perhaps the most important mindset shift is to prioritize incrementality over simple attribution.&nbsp;</p>



<p>Instead of obsessing over which ad or channel “gets credit” for a conversion, ask yourself: Would this conversion have happened if we hadn’t run those ads?</p>



<p>In other words, what portion of conversions are truly incremental additional sales generated solely thanks to your marketing?&nbsp;</p>



<p>As one expert put it:</p>



<ul class="wp-block-list">
<li>“The most important question isn’t ‘What drove the conversion?’ It’s ‘What drove conversions that wouldn’t have happened without the media?’”</li>
</ul>



<p>Measuring incrementality requires experimentation.&nbsp;</p>



<p>Savvy marketers use lift tests and holdout experiments to directly gauge cause and effect.&nbsp;</p>



<p>You might, for example, hold out a random portion of your audience (or geographic regions) from seeing your ads and compare conversion rates with the exposed group.</p>



<p>This kind of testing isolates the true lift from your media spend.&nbsp;</p>



<p>Major platforms now offer built-in tools (e.g., Facebook’s Conversion Lift, Google’s geo experiments), or you can design your own.&nbsp;</p>



<p>The key is to make testing a regular part of measurement, not a one-off project.</p>



<p>By making incrementality your north star, you focus the team on net-new results.&nbsp;</p>



<p>You may discover that retargeting is cannibalizing organic conversions you would have gotten anyway, while a modest LinkedIn campaign is actually driving a new pipeline.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/incrementality-testing-advertising-winners-losers-442852"><strong><em>Incrementality testing in advertising: Who are the winners and losers?</em></strong></a></p>



<h3 class="wp-block-heading" id="h-use-marketing-mix-modeling-for-a-holistic-view">Use marketing mix modeling for a holistic view</h3>



<p>Attribution tools work bottom-up (assigning credit to touchpoints), whereas <a href="https://searchengineland.com/marketing-mix-modeling-crucial-448348">marketing mix modeling</a> (MMM) works top-down.&nbsp;</p>



<p>MMM analyses aggregate spend and results across channels over time to reveal each channel’s contribution.</p>



<p>It doesn’t rely on cookies, can incorporate offline channels, and shows insights platform reports miss like cross-channel synergies or diminishing returns.&nbsp;</p>



<p>For example, it might reveal that:</p>



<ul class="wp-block-list">
<li>Display advertising is driving valuable assists even though last-click shows few conversions.</li>



<li>Or radio and paid search together are more effective than either alone.</li>
</ul>



<p>Think of MMM as a strategic planning tool. It’s not for daily optimization, but running it quarterly or annually helps set budgets with confidence.&nbsp;</p>



<p>In one analysis, MMM showed that some channels with excellent platform ROAS actually had marginal returns below $1 when incremental contribution was measured.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/mta-vs-mmm-which-marketing-attribution-model-is-right-for-you-452368"><strong><em>MTA vs. MMM: Which marketing attribution model is right for you?</em></strong></a></p>



<h3 class="wp-block-heading" id="h-adopt-a-unified-and-flexible-measurement-framework">Adopt a unified and flexible measurement framework</h3>



<p>No single method will perfectly capture today’s customer journey.&nbsp;</p>



<p>The smartest marketers blend platform-reported data, first-party analytics, qualitative insights, and experimental results.</p>



<p>You might combine:</p>



<ul class="wp-block-list">
<li>GA4’s data-driven attribution for quick insights.</li>



<li>MMM for validation.</li>



<li>Lift tests for direct measurement.</li>
</ul>



<p>You can also supplement this with sales feedback or customer surveys.&nbsp;</p>



<p>This multi-source approach overcomes the blind spots of any one method and forces internal alignment.&nbsp;</p>



<p>Instead of PPC, SEO, and social teams fighting for credit in silos, everyone focuses on metrics that matter:&nbsp;</p>



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



<li>Cost per new customer.</li>



<li>Pipeline contribution.</li>
</ul>



<p>Finally, accept there’s no such thing as perfect tracking – and that’s OK.&nbsp;</p>



<p>The goal now is clarity you can act on. Patterns, trends, and informed judgment will guide the smartest investments.</p>



<h2 class="wp-block-heading" id="h-attribution-doesn-t-have-to-be-perfect">Attribution doesn&#8217;t have to be perfect</h2>



<p>Marketers who combine first-party data, incrementality testing, and MMM will get close enough to make confident, revenue-driven decisions.</p>



<p>The goal isn’t to crown one channel as “the winner” but to understand which activities truly grow the business and invest more in them.&nbsp;</p>



<p>In the end, the marketers who thrive will be the ones who measure what matters and put their budget where it counts, even when the path isn’t perfectly clear.</p>

Marketing has never had more data – and never been more blind. 
Third-party cookies are disappearing, ad platforms guard their insights, and reports are riddled with blind spots. 
Privacy regulations like GDPR and CCPA, browser updates, and iOS changes have fractured tracking into pieces too small to give a full picture.
Meanwhile, the customer journey is anything but linear. Google calls it the “messy middle” – a web of touchpoints across search, social, email, ads, events, and more. 
An ecommerce customer might have six meaningful interactions before buying. In B2B, that number can climb to 60+ across multiple channels, per Dreamdata. 
Yet many attribution systems still distill all of this complexity into one lazy metric: the last click. 
The result? 
Upper- and mid-funnel efforts that actually drive demand get sidelined, leaving PPC teams making budget calls with an incomplete picture.
Last-click attribution: The habit that won’t die
We’ve long known that last-click attribution is flawed, yet it still dominates in many organizations. 
It survives because it’s simple, familiar, and easy to explain to clients. Forecasts are built on it, and it’s woven into daily workflows.
But giving 100% of the credit to the final touchpoint, often branded search or retargeting, is a warped view of reality. 
If someone discovers you via a podcast, reads a blog post, sees a LinkedIn ad, then finally Googles your brand and clicks a search ad, last-click crowns that search ad as the hero.
Over time, this bias quietly drains budget from awareness and consideration campaigns. 
Demand creation slows, but the reports never show the warning signs. 
In B2B, where deals are rarely sparked by a single click, this short-term thinking is especially dangerous.
Worse still, last-click undervalues what’s often called “dark social.” Think:
Word-of-mouth.
Community discussions.
Events.
The influence that never shows up in click reports. 
One marketer even found Facebook undervalued by 90% using last-click metrics, yet convincing stakeholders to shift budget was a battle.
Dig deeper: 7 must-know marketing attribution definitions to avoid getting gamed
Why new analytics models haven’t saved attribution (yet)
Data-driven attribution models like GA4’s default DDA were supposed to rescue us from last-click thinking. 
In theory, they spread credit across touchpoints using machine learning rather than rigid rules. 
In practice, they come with their own problems.
They’re opaque – a black box of fractional numbers with little explanation of why each touchpoint gets the credit it does. 
They’re also incomplete – largely confined to the Google Ads and Analytics universe – and blind to offline, cross-device, and many third-party interactions.
These models fall under the broader category of multi-touch attribution (MTA), which assigns proportional credit to every marketing interaction a user has before converting. 
But even if MTA were perfect at distributing credit, it wouldn’t prove causality. 
It also won’t tell you whether campaigns are driving incremental results.
It works backwards from a conversion, assigning credit based on correlation. There is no way to tell if the ad actually caused the sale or if it would have happened anyway.
That’s a big problem in an era when research shows many platform-attributed conversions simply capture people who were going to buy regardless. 
Ad platforms often optimize for the “low-hanging fruit” – users most likely to convert – which inflates reported results without creating net-new demand.
With cookies disappearing and user-level tracking eroding, these models are also losing the very signals they rely on. 
MTA models built on granular tracking are disappearing fast due to privacy regulations and browser changes. 
Even with GA4 and data-driven algorithms, most marketers are still not in a much better position to confidently identify what truly drives value.
Dig deeper: Marketing attribution models: The pros and cons
Get the newsletter search marketers rely on.
  
				
								
					MktoForms2.loadForm("https://app-sj02.marketo.com", "727-ZQE-044", 16298, function(form) {
						// form.onSubmit(function(){
						// });
						
						// form.onSuccess(function (values, followUpUrl) {
						// });
					});
				
			
See terms.
How to evolve your PPC measurement approach
If traditional attribution is broken and new models haven’t fully fixed it, how should you adapt? 
The answer is not to give up, but to change your approach. 
In a world of patchy data and complex journeys, you need to shift from chasing perfect attribution to focusing on pragmatic, business-driven insights. 
Here are several strategies to consider.
Leverage first-party data and CRM integration
With third-party data drying up, your own first-party data is now gold. 
Every marketing team should invest in capturing and integrating as much customer data as possible from:
Analytics.
CRM system.
Other customer touchpoints.
Collect known user data (with consent) through:
Gated content.
Newsletter signups.
Free trials can help. 
Just as important is tying that data together. Connect your ad platforms to tools like HubSpot or Salesforce and track post-click actions in your CRM pipelines.
By importing offline or downstream conversions (e.g., leads that turn into sales) back into Google Ads or Analytics, you close the loop on which clicks lead to real revenue. 
This deeper integration lets you move beyond vanity metrics. 
If a PPC campaign produces leads that rarely close, a CRM-integrated view will show it, even if last-click attribution looked healthy.
Measure incrementality, not just conversions
Perhaps the most important mindset shift is to prioritize incrementality over simple attribution. 
Instead of obsessing over which ad or channel “gets credit” for a conversion, ask yourself: Would this conversion have happened if we hadn’t run those ads?
In other words, what portion of conversions are truly incremental additional sales generated solely thanks to your marketing? 
As one expert put it:
“The most important question isn’t ‘What drove the conversion?’ It’s ‘What drove conversions that wouldn’t have happened without the media?’”
Measuring incrementality requires experimentation. 
Savvy marketers use lift tests and holdout experiments to directly gauge cause and effect. 
You might, for example, hold out a random portion of your audience (or geographic regions) from seeing your ads and compare conversion rates with the exposed group.
This kind of testing isolates the true lift from your media spend. 
Major platforms now offer built-in tools (e.g., Facebook’s Conversion Lift, Google’s geo experiments), or you can design your own. 
The key is to make testing a regular part of measurement, not a one-off project.
By making incrementality your north star, you focus the team on net-new results. 
You may discover that retargeting is cannibalizing organic conversions you would have gotten anyway, while a modest LinkedIn campaign is actually driving a new pipeline.
Dig deeper: Incrementality testing in advertising: Who are the winners and losers?
Use marketing mix modeling for a holistic view
Attribution tools work bottom-up (assigning credit to touchpoints), whereas marketing mix modeling (MMM) works top-down. 
MMM analyses aggregate spend and results across channels over time to reveal each channel’s contribution.
It doesn’t rely on cookies, can incorporate offline channels, and shows insights platform reports miss like cross-channel synergies or diminishing returns. 
For example, it might reveal that:
Display advertising is driving valuable assists even though last-click shows few conversions.
Or radio and paid search together are more effective than either alone.
Think of MMM as a strategic planning tool. It’s not for daily optimization, but running it quarterly or annually helps set budgets with confidence. 
In one analysis, MMM showed that some channels with excellent platform ROAS actually had marginal returns below $1 when incremental contribution was measured.
Dig deeper: MTA vs. MMM: Which marketing attribution model is right for you?
Adopt a unified and flexible measurement framework
No single method will perfectly capture today’s customer journey. 
The smartest marketers blend platform-reported data, first-party analytics, qualitative insights, and experimental results.
You might combine:
GA4’s data-driven attribution for quick insights.
MMM for validation.
Lift tests for direct measurement.
You can also supplement this with sales feedback or customer surveys. 
This multi-source approach overcomes the blind spots of any one method and forces internal alignment. 
Instead of PPC, SEO, and social teams fighting for credit in silos, everyone focuses on metrics that matter: 
Incremental revenue.
Cost per new customer.
Pipeline contribution.
Finally, accept there’s no such thing as perfect tracking – and that’s OK. 
The goal now is clarity you can act on. Patterns, trends, and informed judgment will guide the smartest investments.
Attribution doesn’t have to be perfect
Marketers who combine first-party data, incrementality testing, and MMM will get close enough to make confident, revenue-driven decisions.
The goal isn’t to crown one channel as “the winner” but to understand which activities truly grow the business and invest more in them. 
In the end, the marketers who thrive will be the ones who measure what matters and put their budget where it counts, even when the path isn’t perfectly clear.

Cookies are disappearing and tracking is fractured. Here’s how to rebuild PPC attribution so you can see what’s really working.

The end of easy PPC attribution – and what to do next

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/The-ultimate-Shopify-SEO-and-AI-readiness-playbook.jpg" class="attachment-large size-large wp-post-image" alt="The ultimate Shopify SEO and AI readiness playbook" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/The-ultimate-Shopify-SEO-and-AI-readiness-playbook.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/08/The-ultimate-Shopify-SEO-and-AI-readiness-playbook-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/08/The-ultimate-Shopify-SEO-and-AI-readiness-playbook-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Shopify sites leak SEO value by default. Fix structural flaws, boost performance, and get ready for AI-powered shopping.

Shopify sites leak SEO value by default. Fix structural flaws, boost performance, and get ready for AI-powered shopping.

The ultimate Shopify SEO and AI readiness playbook

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-800x450.png" class="attachment-large size-large wp-post-image" alt="Dealing with Google Ads frustrations: Poor support, suspensions and rising costs" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google’s iOS App campaign upgrades help advertisers reach more users, bid more efficiently, and measure results without sacrificing privacy.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-800x450.png" class="attachment-large size-large wp-post-image" alt="Dealing with Google Ads frustrations: Poor support, suspensions and rising costs" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/04/Dealing-with-Google-Ads-frustrations-Poor-support-suspensions-and-rising-costs.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google is rolling out a suite of updates to boost iOS app marketing performance, from fresh ad formats to AI-powered bidding and privacy-preserving measurement tools.</p>



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



<ul class="wp-block-list">
<li><strong>New ad formats</strong>: Expanded reach on YouTube Shorts, Search, and Display; co-branded creator ads now in YouTube in-feed and Shorts; playable end cards available on select AdMob inventory.</li>
</ul>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="674" height="722" src="https://searchengineland.com/wp-content/seloads/2025/08/Screenshot-2025-08-14-at-19.32.48.png" alt="" class="wp-image-460794"/></figure></div>


<ul class="wp-block-list">
<li><strong>AI bidding and creative tools</strong>: Target ROAS bidding now on iOS; maximize conversions bidding available for in-app actions; AI video enhancements auto-fit content to different placements.</li>



<li><strong>Privacy-centric measurement</strong>: On-device conversion tracking uses de-identified data; integrated conversion measurement delivers faster, more accurate attribution via app attribution partners.</li>
</ul>



<p><strong>Why we care.</strong> App Store consumer spending is up 24% year-over-year, according to Appfigures, making high-value iOS users a lucrative target for growth-minded marketers. The new ad formats open up untapped inventory like YouTube Shorts and interactive playable ads, while AI-powered bidding could squeeze more ROAS for your spend. </p>



<p>Plus, the privacy-centric measurement tools offer more accurate attribution without compromising user data, helping marketers make smarter, faster optimization decisions in a post-IDFA (Apple&#8217;s Identifier for Advertisers) world.</p>



<p><strong>The big picture</strong>. These <a href="https://blog.google/products/ads-commerce/3-new-ways-to-unlock-ios-app-campaign-performance/" target="_blank" rel="noopener">updates</a> could give advertisers more reach, smarter bidding, and reliable measurement from iOS campaigns in a post-privacy-tracking era.</p>


Google is rolling out a suite of updates to boost iOS app marketing performance, from fresh ad formats to AI-powered bidding and privacy-preserving measurement tools.
Details:
New ad formats: Expanded reach on YouTube Shorts, Search, and Display; co-branded creator ads now in YouTube in-feed and Shorts; playable end cards available on select AdMob inventory.

AI bidding and creative tools: Target ROAS bidding now on iOS; maximize conversions bidding available for in-app actions; AI video enhancements auto-fit content to different placements.
Privacy-centric measurement: On-device conversion tracking uses de-identified data; integrated conversion measurement delivers faster, more accurate attribution via app attribution partners.
Why we care. App Store consumer spending is up 24% year-over-year, according to Appfigures, making high-value iOS users a lucrative target for growth-minded marketers. The new ad formats open up untapped inventory like YouTube Shorts and interactive playable ads, while AI-powered bidding could squeeze more ROAS for your spend. 
Plus, the privacy-centric measurement tools offer more accurate attribution without compromising user data, helping marketers make smarter, faster optimization decisions in a post-IDFA (Apple’s Identifier for Advertisers) world.
The big picture. These updates could give advertisers more reach, smarter bidding, and reliable measurement from iOS campaigns in a post-privacy-tracking era.

Google’s iOS App campaign upgrades help advertisers reach more users, bid more efficiently, and measure results without sacrificing privacy.

Google boosts iOS App campaigns with new formats, AI tools

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-800x450.png" class="attachment-large size-large wp-post-image" alt="Your guide to Google Ads Smart Bidding" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>The new toggle reveals exactly how PMax budgets are split across channels, unlocking scaling opportunities for advertisers.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-800x450.png" class="attachment-large size-large wp-post-image" alt="Your guide to Google Ads Smart Bidding" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/03/Your-guide-to-Google-Ads-Smart-Bidding.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google Ads is rolling out a new Cost Slider in Performance Max (PMax) campaign reporting, giving advertisers visibility into how much of their spend is going to each channel.</p>



<p><strong>Why we care.</strong> This toggle surfaces Share of Cost data – the percentage of total PMax spend each network or placement consumes – offering advertisers a clearer path to optimizing spend.</p>



<p><strong>How it works</strong>. Flip the Cost Slider on, and Google calculates and displays each channel’s share of total campaign spend.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="798" height="671" src="https://searchengineland.com/wp-content/seloads/2025/08/Screenshot-2025-08-14-at-16.11.25.png" alt="" class="wp-image-460762" srcset="https://searchengineland.com/wp-content/seloads/2025/08/Screenshot-2025-08-14-at-16.11.25.png 798w, https://searchengineland.com/wp-content/seloads/2025/08/Screenshot-2025-08-14-at-16.11.25-768x646.png 768w" sizes="(max-width: 798px) 100vw, 798px" /></figure>



<p>The feature was first spotted and shared by <a href="https://www.linkedin.com/in/thomaseccel/" target="_blank" rel="noopener">Thomas Eccel</a>, head of Google Ads at JvM IMPACT, via LinkedIn.</p>



<p><strong>The upside.</strong> Eccel outlined three main benefits:</p>



<ol class="wp-block-list">
<li><strong>Cost transparency</strong>: See exactly how budget is distributed across channels.</li>



<li><strong>Optimization insights</strong>: Compare spend share with conversion share to flag channels overspending without returns.</li>



<li><strong>Scaling opportunities</strong>: Spot underfunded, high-ROAS placements and push for incremental conversions.</li>
</ol>



<p><strong>The big picture.</strong> When first introduced, PMax was criticized for its “black box” nature. This toggle update, and several other updates released this year, look to be working to quieten those assumptions. A simple toggle that breaks out channel-level spend could help advertisers make smarter, data-driven decisions.</p>



<p></p>


Google Ads is rolling out a new Cost Slider in Performance Max (PMax) campaign reporting, giving advertisers visibility into how much of their spend is going to each channel.
Why we care. This toggle surfaces Share of Cost data – the percentage of total PMax spend each network or placement consumes – offering advertisers a clearer path to optimizing spend.
How it works. Flip the Cost Slider on, and Google calculates and displays each channel’s share of total campaign spend.




The feature was first spotted and shared by Thomas Eccel, head of Google Ads at JvM IMPACT, via LinkedIn.
The upside. Eccel outlined three main benefits:
Cost transparency: See exactly how budget is distributed across channels.
Optimization insights: Compare spend share with conversion share to flag channels overspending without returns.
Scaling opportunities: Spot underfunded, high-ROAS placements and push for incremental conversions.
The big picture. When first introduced, PMax was criticized for its “black box” nature. This toggle update, and several other updates released this year, look to be working to quieten those assumptions. A simple toggle that breaks out channel-level spend could help advertisers make smarter, data-driven decisions.

The new toggle reveals exactly how PMax budgets are split across channels, unlocking scaling opportunities for advertisers.

Google Ads adds ‘Share of Cost’ toggle to PMax reporting

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_streamlining-concept.jpeg" class="attachment-large size-large wp-post-image" alt="Gemini_Generated_Image_streamlining concept" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_streamlining-concept.jpeg 1920w, https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_streamlining-concept-768x432.jpeg 768w, https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_streamlining-concept-1536x864.jpeg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google Ads accounts don’t collapse overnight – they erode. Here’s how to spot the tipping point and rebuild before performance tanks.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_streamlining-concept.jpeg" class="attachment-large size-large wp-post-image" alt="Gemini_Generated_Image_streamlining concept" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_streamlining-concept.jpeg 1920w, https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_streamlining-concept-768x432.jpeg 768w, https://searchengineland.com/wp-content/seloads/2025/08/Gemini_Generated_Image_streamlining-concept-1536x864.jpeg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Have you ever found yourself staring at an underperforming Google Ads account, weighing whether to optimize the existing structure or rebuild entirely?</p>



<p>Restructuring isn’t a decision to take lightly. It’s a calculated risk that can unlock significant gains or reset months of algorithmic learning.</p>



<p>Account architecture often degrades gradually, creating compounding inefficiencies.&nbsp;</p>



<p>What began as a logical campaign structure can turn into overlapping targeting, keyword cannibalization, and budget waste.&nbsp;</p>



<p>Knowing when to restructure versus optimize separates effective account management from constant tinkering.</p>



<h2 class="wp-block-heading" id="h-6-warning-signs-it-s-time-for-a-complete-rebuild">6 warning signs it&#8217;s time for a complete rebuild</h2>



<h3 class="wp-block-heading" id="h-1-keyword-distribution-extremes-signal-structural-problems">1. Keyword distribution extremes signal structural problems</h3>



<p>Ad groups containing 30+ keywords are red flags – ad relevance drops, <a href="https://searchengineland.com/quality-score-ppc-394513">Quality Scores</a> suffer, and Google’s algorithms struggle to match ads to clear themes.</p>



<p>At the other extreme, 50+ micro ad groups fragment data and starve Google’s machine learning of the volume it needs to optimize.</p>



<p>The goal is balance – avoid both unfocused messaging and over-segmentation.</p>



<h3 class="wp-block-heading" id="h-2-campaign-settings-actively-hurt-performance">2. Campaign settings actively hurt performance</h3>



<p>Conversion tracking issues – from conflicting attribution models to incomplete enhanced conversions or misaligned goals – often signal the need for restructuring.</p>



<p>Other red flags include:</p>



<ul class="wp-block-list">
<li>Enabling the Display Network in search-only campaigns, which wastes budget on irrelevant placements.</li>



<li>Using presence instead of interest settings for location targeting, which draws spend from outside service areas.</li>



<li>Applying generic conversion goals across campaigns with different objectives, which confuses optimization algorithms.</li>



<li>Using inconsistent naming conventions, which hinders analysis and hides performance patterns.</li>
</ul>



<h3 class="wp-block-heading" id="h-3-budget-distribution-defies-logic">3. Budget distribution defies logic</h3>



<p>If 80% of spend goes to campaigns generating 20% of valuable conversions, something’s off. Look for:</p>



<ul class="wp-block-list">
<li>High-intent campaigns that are budget-constrained while awareness campaigns overspend.</li>



<li>Equal budgets across regions with different margins.</li>



<li>Seasonal campaigns running year-round.</li>



<li>Brand and generic campaigns competing for the same pool.</li>
</ul>



<h3 class="wp-block-heading" id="h-4-search-term-reports-reveal-targeting-chaos">4. Search term reports reveal targeting chaos</h3>



<p>Persistent irrelevant queries, even after adding negative keywords, point to structural flaws.&nbsp;Other signs include:</p>



<ul class="wp-block-list">
<li>High-volume terms that never convert appearing across multiple campaigns.</li>



<li>Geographic terms from outside your service area.</li>



<li>Competitor brand terms showing up in non-competitor campaigns.</li>
</ul>



<h3 class="wp-block-heading" id="h-5-performance-has-plateaued-despite-optimization-efforts">5. Performance has plateaued despite optimization efforts</h3>



<p>If months of bid adjustments, ad copy tests, and keyword tweaks yield little, the structure itself may be the bottleneck. Watch for:</p>



<ul class="wp-block-list">
<li>Quality Scores stuck below 7 despite relevant ad copy.</li>



<li>Landing page experience rated “Below average” across campaigns, signaling a targeting-destination disconnect.</li>



<li>High impression share lost to rank despite competitive bids, hinting at algorithmic penalties from poor account structure.</li>



<li>Rising CPCs with stagnant volume, indicating declining efficiency.</li>
</ul>



<h3 class="wp-block-heading" id="h-6-your-data-is-fragmented-beyond-repair">6. Your data is fragmented beyond repair</h3>



<p>The more you split your data, the harder it is for machines to learn from it.&nbsp;</p>



<p>Focus on minimizing fragmentation and segmentation to points where it provides actual marginal return.</p>



<p>When you have dozens of campaigns each spending $100 per day, you aren&#8217;t giving Google&#8217;s algorithms enough signal to optimize effectively.</p>



<p>This is especially problematic with Target CPA and Target ROAS strategies that require volume to function.</p>



<h2 class="wp-block-heading" id="h-the-modern-approach-hagakure-and-automation-first-thinking">The modern approach: Hagakure and automation-first thinking</h2>



<p>Google’s recommendations have shifted toward simplicity and automation.</p>



<p>The <a href="https://searchengineland.com/hagakure-method-google-ads-management-432867">Hagakure method</a> focuses on clear, streamlined campaign structures, favoring consolidation over complexity. It emphasizes:</p>



<ul class="wp-block-list">
<li>Fewer campaigns with larger budgets.</li>



<li>Broad match keywords with <a href="https://searchengineland.com/your-guide-to-google-ads-smart-bidding-453765">Smart Bidding</a>.</li>



<li>Consolidated ad groups that leverage audience signals.</li>



<li>Greater trust in machine learning over manual control.</li>
</ul>



<p>Testing in 2025 shows that launching with Hagakure can be highly effective, even without historical performance data.&nbsp;</p>



<p>When implemented from scratch, these search campaigns can aggressively gather data in the critical first 72 hours.</p>



<p>That said, Hagakure isn’t a one-size-fits-all solution.&nbsp;</p>



<p>Accounts with varied product lines or significantly different profit margins may still require strategic campaign separation.</p>



<h2 class="wp-block-heading" id="h-ai-powered-restructuring-working-smarter-not-harder">AI-powered restructuring: Working smarter, not harder</h2>



<p>AI and language model tools are increasingly streamlining and optimizing campaign restructuring.&nbsp;</p>



<p>Restructuring no longer has to be a manual slog through spreadsheets.&nbsp;</p>



<ul class="wp-block-list">
<li>Automated search term analysis can uncover keyword gaps and suggest new ad group structures based on real query patterns.&nbsp;</li>



<li>AI-powered keyword clustering tools group related terms more effectively than manual sorting.</li>



<li>Automated negative keyword suggestions help eliminate internal competition.</li>
</ul>



<p>The AI advantage extends beyond keywords.&nbsp;</p>



<ul class="wp-block-list">
<li>Automated ad copy generation for new ad groups reduces creative bottlenecks.&nbsp;</li>



<li>Predictive modeling for budget allocation prevents overspending in low-performing segments.&nbsp;</li>



<li>Cross-group negative keyword suggestions eliminate internal competition automatically.&nbsp;</li>



<li>Statistical significance testing for structural changes ensures modifications actually improve performance.</li>
</ul>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/ai-paid-search-account-restructuring-440050"><strong><em>6 ways to use AI for paid search account restructuring</em></strong></a></p>



<h2 class="wp-block-heading" id="h-the-restructuring-playbook-execution-strategies-that-minimize-risk">The restructuring playbook: Execution strategies that minimize risk</h2>



<h3 class="wp-block-heading" id="h-start-with-data-not-assumptions">Start with data, not assumptions</h3>



<p>Before touching anything, run a comprehensive audit.&nbsp;</p>



<p><a href="https://searchengineland.com/google-ads-scripts-everything-you-need-to-know-450294">Google Ads scripts</a> can accelerate this analysis.&nbsp;</p>



<ul class="wp-block-list">
<li>Account structure scripts calculate keyword-to-ad-group distributions across your account.</li>



<li>Search term conflict scripts flag negative keyword gaps that let irrelevant traffic through.</li>



<li>Budget allocation scripts map spend concentration to reveal inefficiencies.</li>



<li>Quality Score scripts surface ad group-level relevance issues.</li>



<li>Impression share scripts pinpoint ranking problems despite adequate bids.</li>
</ul>



<p>Your audit should identify top converting keywords and ad groups. Never move these first.&nbsp;</p>



<ul class="wp-block-list">
<li>Document budget distribution inefficiencies across campaigns and geos.&nbsp;</li>



<li>Map keyword cannibalization between campaigns that compete for the same queries.&nbsp;</li>



<li>Verify conversion tracking accuracy issues that skew optimization decisions.</li>
</ul>



<h3 class="wp-block-heading" id="h-preserve-what-s-working">Preserve what&#8217;s working</h3>



<p>Always download a backup of your account when you make big changes.&nbsp;</p>



<p>There&#8217;s nothing worse than messing everything up and not being able to hit the reset switch.</p>



<p>The golden rule: don&#8217;t move conversions you trust.</p>



<p>If an ad group is performing well, build your new structure around it rather than disrupting its momentum.</p>



<h3 class="wp-block-heading" id="h-phase-your-changes-strategically">Phase your changes strategically</h3>



<p>Performance initially drops with the shakeup.&nbsp;</p>



<p>New keywords, bids, and ads disrupt momentum, and recovery can take months.</p>



<p>Consider a phased approach.&nbsp;</p>



<ul class="wp-block-list">
<li><strong>Weeks 1 and 2:</strong> Implement new tracking and conversion goals to establish clean data collection.&nbsp;</li>



<li><strong>Weeks 3 and 4: </strong>Focus on consolidating campaigns and redistributing budgets to high-performing areas.&nbsp;</li>



<li><strong>Weeks 5-8: </strong>Handle restructuring ad groups and keyword organization.&nbsp;</li>



<li><strong>Weeks 9-12:</strong> Concentrate on monitoring and optimizing the new structure.</li>
</ul>



<h3 class="wp-block-heading" id="h-set-realistic-expectations">Set realistic expectations</h3>



<p>Accounts that don&#8217;t respond well to change initially seem to have a peculiar trait in common: they have a lot of history and very little activity.&nbsp;</p>



<p>Huge accounts that have just kind of sat there for years with very few changes tend, for some reason, to give us the biggest headache.</p>



<p>Legacy accounts often resist change more than actively managed ones.&nbsp;</p>



<p>If you&#8217;re dealing with established accounts, plan for longer recovery periods and more conservative changes.</p>



<h2 class="wp-block-heading" id="h-advanced-tactics-optimization-within-restructuring">Advanced tactics: Optimization within restructuring</h2>



<h3 class="wp-block-heading" id="h-campaign-specific-conversion-goals">Campaign-specific conversion goals</h3>



<p>Custom goals mean every campaign gets to chase its own finish line.&nbsp;</p>



<p>Google&#8217;s Smart Bidding (<a href="https://searchengineland.com/target-cpa-bidding-451823">Target CPA</a>, <a href="https://searchengineland.com/google-ads-target-roas-454747">Target ROAS</a>, <a href="https://searchengineland.com/maximize-conversions-bidding-google-ads-guide-450273">Maximize Conversions</a>) is all about using real-time data to get you more of the conversions you care about.</p>



<p>Don&#8217;t fall into the trap of using account-wide conversion goals.&nbsp;</p>



<p>Your brand campaign should optimize for different actions than your competitor campaigns or remarketing efforts.</p>



<h3 class="wp-block-heading" id="h-enhanced-data-feeding">Enhanced data feeding</h3>



<p>Restructuring means thinking about data quality, not just organization.&nbsp;</p>



<ul class="wp-block-list">
<li>Enhanced conversions should be implemented across all campaigns to improve attribution accuracy and feed Google&#8217;s algorithms first-party customer data.&nbsp;</li>



<li>Proper audience integration through customer match lists and similar audiences provides additional optimization signals.</li>



<li>Systematic negative keyword management prevents budget waste on irrelevant queries.</li>



<li>Clean conversion tracking with properly configured goals, accurate attribution models, and consistent naming conventions should be foundational elements of any restructure.</li>
</ul>



<h3 class="wp-block-heading" id="h-budget-allocation-that-makes-sense">Budget allocation that makes sense</h3>



<p>Your highest-priority campaigns should get the highest target CPA or the lowest target ROAS.&nbsp;</p>



<p>This lowers the threshold for them to serve to the minimum you can tolerate based on your business data.</p>



<p>Restructuring is your opportunity to fix budget allocation issues.&nbsp;</p>



<p>Consolidate spend into fewer, higher-budget campaigns rather than spreading thin across dozens of micro-campaigns.</p>



<h2 class="wp-block-heading" id="h-when-not-to-restructure">When <em>not</em> to restructure</h2>



<p>Restructuring isn&#8217;t always the answer. Sometimes, optimization in place is the smarter move.</p>



<p>Avoid restructuring during peak seasons like Q4 or industry-specific high periods when stability matters more than optimization.&nbsp;</p>



<p>Recent major changes that are still stabilizing need time to show their full impact before additional disruption.</p>



<p>If current performance meets business objectives and you have limited resources for monitoring during the transition period, incremental improvements may be safer than wholesale changes.&nbsp;</p>



<p>Accounts with strong historical performance trends that are trending upward should be optimized carefully rather than disrupted.</p>



<p>In business language, sticking with a failed change because you invested too much time and money into it is known as a sunk cost.&nbsp;</p>



<p>Make sure your best Google Ads efforts don&#8217;t turn into sunk costs of your own.</p>



<h2 class="wp-block-heading" id="h-final-thoughts">Final thoughts</h2>



<p>Account restructuring is both an art and a science.&nbsp;</p>



<p>The data tells you when it&#8217;s necessary, but execution success depends on strategic thinking, risk management, and realistic expectations about recovery timelines.</p>



<p>Google Ads favors simplified structures that give algorithms room to work.&nbsp;</p>



<p>If your account resembles a complex organizational chart more than a streamlined conversion machine, it&#8217;s probably time for a complete rebuild.</p>



<p>The question isn&#8217;t whether you should restructure. It&#8217;s whether you can afford not to.</p>


Have you ever found yourself staring at an underperforming Google Ads account, weighing whether to optimize the existing structure or rebuild entirely?
Restructuring isn’t a decision to take lightly. It’s a calculated risk that can unlock significant gains or reset months of algorithmic learning.
Account architecture often degrades gradually, creating compounding inefficiencies. 
What began as a logical campaign structure can turn into overlapping targeting, keyword cannibalization, and budget waste. 
Knowing when to restructure versus optimize separates effective account management from constant tinkering.
6 warning signs it’s time for a complete rebuild
1. Keyword distribution extremes signal structural problems
Ad groups containing 30+ keywords are red flags – ad relevance drops, Quality Scores suffer, and Google’s algorithms struggle to match ads to clear themes.
At the other extreme, 50+ micro ad groups fragment data and starve Google’s machine learning of the volume it needs to optimize.
The goal is balance – avoid both unfocused messaging and over-segmentation.
2. Campaign settings actively hurt performance
Conversion tracking issues – from conflicting attribution models to incomplete enhanced conversions or misaligned goals – often signal the need for restructuring.
Other red flags include:
Enabling the Display Network in search-only campaigns, which wastes budget on irrelevant placements.
Using presence instead of interest settings for location targeting, which draws spend from outside service areas.
Applying generic conversion goals across campaigns with different objectives, which confuses optimization algorithms.
Using inconsistent naming conventions, which hinders analysis and hides performance patterns.
3. Budget distribution defies logic
If 80% of spend goes to campaigns generating 20% of valuable conversions, something’s off. Look for:
High-intent campaigns that are budget-constrained while awareness campaigns overspend.
Equal budgets across regions with different margins.
Seasonal campaigns running year-round.
Brand and generic campaigns competing for the same pool.
4. Search term reports reveal targeting chaos
Persistent irrelevant queries, even after adding negative keywords, point to structural flaws. Other signs include:
High-volume terms that never convert appearing across multiple campaigns.
Geographic terms from outside your service area.
Competitor brand terms showing up in non-competitor campaigns.
5. Performance has plateaued despite optimization efforts
If months of bid adjustments, ad copy tests, and keyword tweaks yield little, the structure itself may be the bottleneck. Watch for:
Quality Scores stuck below 7 despite relevant ad copy.
Landing page experience rated “Below average” across campaigns, signaling a targeting-destination disconnect.
High impression share lost to rank despite competitive bids, hinting at algorithmic penalties from poor account structure.
Rising CPCs with stagnant volume, indicating declining efficiency.
6. Your data is fragmented beyond repair
The more you split your data, the harder it is for machines to learn from it. 
Focus on minimizing fragmentation and segmentation to points where it provides actual marginal return.
When you have dozens of campaigns each spending $100 per day, you aren’t giving Google’s algorithms enough signal to optimize effectively.
This is especially problematic with Target CPA and Target ROAS strategies that require volume to function.
The modern approach: Hagakure and automation-first thinking
Google’s recommendations have shifted toward simplicity and automation.
The Hagakure method focuses on clear, streamlined campaign structures, favoring consolidation over complexity. It emphasizes:
Fewer campaigns with larger budgets.
Broad match keywords with Smart Bidding.
Consolidated ad groups that leverage audience signals.
Greater trust in machine learning over manual control.
Testing in 2025 shows that launching with Hagakure can be highly effective, even without historical performance data. 
When implemented from scratch, these search campaigns can aggressively gather data in the critical first 72 hours.
That said, Hagakure isn’t a one-size-fits-all solution. 
Accounts with varied product lines or significantly different profit margins may still require strategic campaign separation.
AI-powered restructuring: Working smarter, not harder
AI and language model tools are increasingly streamlining and optimizing campaign restructuring. 
Restructuring no longer has to be a manual slog through spreadsheets. 
Automated search term analysis can uncover keyword gaps and suggest new ad group structures based on real query patterns. 
AI-powered keyword clustering tools group related terms more effectively than manual sorting.
Automated negative keyword suggestions help eliminate internal competition.
The AI advantage extends beyond keywords. 
Automated ad copy generation for new ad groups reduces creative bottlenecks. 
Predictive modeling for budget allocation prevents overspending in low-performing segments. 
Cross-group negative keyword suggestions eliminate internal competition automatically. 
Statistical significance testing for structural changes ensures modifications actually improve performance.
Dig deeper: 6 ways to use AI for paid search account restructuring
The restructuring playbook: Execution strategies that minimize risk
Start with data, not assumptions
Before touching anything, run a comprehensive audit. 
Google Ads scripts can accelerate this analysis. 
Account structure scripts calculate keyword-to-ad-group distributions across your account.
Search term conflict scripts flag negative keyword gaps that let irrelevant traffic through.
Budget allocation scripts map spend concentration to reveal inefficiencies.
Quality Score scripts surface ad group-level relevance issues.
Impression share scripts pinpoint ranking problems despite adequate bids.
Your audit should identify top converting keywords and ad groups. Never move these first. 
Document budget distribution inefficiencies across campaigns and geos. 
Map keyword cannibalization between campaigns that compete for the same queries. 
Verify conversion tracking accuracy issues that skew optimization decisions.
Preserve what’s working
Always download a backup of your account when you make big changes. 
There’s nothing worse than messing everything up and not being able to hit the reset switch.
The golden rule: don’t move conversions you trust.
If an ad group is performing well, build your new structure around it rather than disrupting its momentum.
Phase your changes strategically
Performance initially drops with the shakeup. 
New keywords, bids, and ads disrupt momentum, and recovery can take months.
Consider a phased approach. 
Weeks 1 and 2: Implement new tracking and conversion goals to establish clean data collection. 
Weeks 3 and 4: Focus on consolidating campaigns and redistributing budgets to high-performing areas. 
Weeks 5-8: Handle restructuring ad groups and keyword organization. 
Weeks 9-12: Concentrate on monitoring and optimizing the new structure.
Set realistic expectations
Accounts that don’t respond well to change initially seem to have a peculiar trait in common: they have a lot of history and very little activity. 
Huge accounts that have just kind of sat there for years with very few changes tend, for some reason, to give us the biggest headache.
Legacy accounts often resist change more than actively managed ones. 
If you’re dealing with established accounts, plan for longer recovery periods and more conservative changes.
Advanced tactics: Optimization within restructuring
Campaign-specific conversion goals
Custom goals mean every campaign gets to chase its own finish line. 
Google’s Smart Bidding (Target CPA, Target ROAS, Maximize Conversions) is all about using real-time data to get you more of the conversions you care about.
Don’t fall into the trap of using account-wide conversion goals. 
Your brand campaign should optimize for different actions than your competitor campaigns or remarketing efforts.
Enhanced data feeding
Restructuring means thinking about data quality, not just organization. 
Enhanced conversions should be implemented across all campaigns to improve attribution accuracy and feed Google’s algorithms first-party customer data. 
Proper audience integration through customer match lists and similar audiences provides additional optimization signals.
Systematic negative keyword management prevents budget waste on irrelevant queries.
Clean conversion tracking with properly configured goals, accurate attribution models, and consistent naming conventions should be foundational elements of any restructure.
Budget allocation that makes sense
Your highest-priority campaigns should get the highest target CPA or the lowest target ROAS. 
This lowers the threshold for them to serve to the minimum you can tolerate based on your business data.
Restructuring is your opportunity to fix budget allocation issues. 
Consolidate spend into fewer, higher-budget campaigns rather than spreading thin across dozens of micro-campaigns.
When not to restructure
Restructuring isn’t always the answer. Sometimes, optimization in place is the smarter move.
Avoid restructuring during peak seasons like Q4 or industry-specific high periods when stability matters more than optimization. 
Recent major changes that are still stabilizing need time to show their full impact before additional disruption.
If current performance meets business objectives and you have limited resources for monitoring during the transition period, incremental improvements may be safer than wholesale changes. 
Accounts with strong historical performance trends that are trending upward should be optimized carefully rather than disrupted.
In business language, sticking with a failed change because you invested too much time and money into it is known as a sunk cost. 
Make sure your best Google Ads efforts don’t turn into sunk costs of your own.
Final thoughts
Account restructuring is both an art and a science. 
The data tells you when it’s necessary, but execution success depends on strategic thinking, risk management, and realistic expectations about recovery timelines.
Google Ads favors simplified structures that give algorithms room to work. 
If your account resembles a complex organizational chart more than a streamlined conversion machine, it’s probably time for a complete rebuild.
The question isn’t whether you should restructure. It’s whether you can afford not to.

Google Ads accounts don’t collapse overnight – they erode. Here’s how to spot the tipping point and rebuild before performance tanks.

When to restructure your Google Ads account – and how to do it right

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/How-to-build-a-paid-media-team-in-the-AI-age.jpg" class="attachment-large size-large wp-post-image" alt="How to build a paid media team in the AI age" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/How-to-build-a-paid-media-team-in-the-AI-age.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/08/How-to-build-a-paid-media-team-in-the-AI-age-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/08/How-to-build-a-paid-media-team-in-the-AI-age-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Most hiring checklists are stuck in 2017. Here’s how to spot marketers who can outpace algorithms and rivals alike.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/How-to-build-a-paid-media-team-in-the-AI-age.jpg" class="attachment-large size-large wp-post-image" alt="How to build a paid media team in the AI age" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/How-to-build-a-paid-media-team-in-the-AI-age.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/08/How-to-build-a-paid-media-team-in-the-AI-age-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/08/How-to-build-a-paid-media-team-in-the-AI-age-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Single-channel experts? Getting left behind by most (non-enterprise) marketing teams.</p>



<p>Hiring for experience only? There’s more to the top-tier marketer these days.</p>



<p>Analytical vs. creative? There’s room for both, but the scale is tipping toward creativity.</p>



<p>Whether you’re building a <a href="https://searchengineland.com/guide/what-is-paid-search">PPC</a> team for an agency – a big part of my job – or for an in-house team, your approach should reflect the rise of AI.</p>



<p>That means factoring in changes in bidding algorithms, <a href="https://searchengineland.com/seo-guide-large-language-models-413227">LLMs</a>, and creative tools.</p>



<p>If you’re still hiring like it’s 2017, you’re leaving your competitors room to gain at your expense.</p>



<p>This article tackles the attributes I’m looking to hire for in the AI age – and why I’m prioritizing those attributes over what I might have looked for pre-<a href="https://searchengineland.com/google-performance-max-431821">Performance Max</a>, Advantage+, and <a href="https://searchengineland.com/what-is-chatgpt-and-why-seos-should-care-392165">ChatGPT</a>.</p>



<h2 class="wp-block-heading" id="h-ambition-to-learn">Ambition to learn</h2>



<p>As recently as three or four years ago, I considered hiring candidates for my performance marketing team who specialized in a single channel (usually paid search). </p>



<p>Today, I can’t conceive of doing that.</p>



<p>AI isn’t just LLMs. It’s been steadily infiltrating ad campaigns across all major platforms for years.</p>



<p>In the process, it has erased many of the advantages that advanced, channel-specific marketers once had.</p>



<p>These days, it’s much more impactful to take a holistic view of multi-channel campaigns than it is to carve out a bit more performance by, say, splitting out an ad group.&nbsp;</p>



<p>In other words, marketers who focus on users and their journey – no matter where that journey happens – are better positioned to succeed than those stuck in a channel silo.</p>



<p>Yes, keeping up with one channel’s updates, betas, and reporting features can be a full-time job.</p>



<p>And specific channel expertise can still be valuable for keeping the whole team informed.</p>



<p>But marketers who aren’t devoting part of their time to gain <strong>at least</strong> fluency on all relevant channels are throwing up a big red flag.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/build-high-performing-paid-search-team-443861">How to build a high-performing paid search team</a></em></strong></p>



<h2 class="wp-block-heading" id="h-curiosity-with-a-big-dose-of-skepticism">Curiosity with a big dose of skepticism</h2>



<p>We all know people who treat access to emerging AI tools like new birthday presents, but there are plenty of cautionary tales that come with eager over-adoption.&nbsp;</p>



<p>Approach each new tool with healthy skepticism – just as you would with “helpful advice” from Google reps – and ask targeted questions to understand how it works.</p>



<ul class="wp-block-list">
<li>What data is it pulling from? </li>



<li>What model is it built on? </li>



<li>Is it incorporating all the variables you might encounter in your accounts? </li>



<li>Does it just look pretty, or is it built on a solid base that will enable all kinds of growth permutations?</li>
</ul>



<p>One of the things we’re telling clients right now, no matter how impressive a tool looks at first glance, is to avoid long contract commitments.&nbsp;</p>



<p>At the rate AI is evolving, a year-long contract for any tool will probably look like a poor investment in a few months as competitors emerge with better technology, lower pricing, or both.&nbsp;</p>



<h2 class="wp-block-heading" id="h-experience-but-not-rigidity">Experience – but not rigidity</h2>



<p>Yes, experience absolutely matters, but it can also lead to stubborn over-reliance on methods and techniques that may now be outdated.</p>



<p>Applicants who demonstrate experience that informs their marketing fundamentals <strong>and</strong><em> </em>a willingness to adapt to conditions as they change offer a great combination.&nbsp;</p>



<p>However, I have encountered applicants who have plenty of experience but also resist change when that change diverges from their demonstrated strengths.</p>



<p>In other words, if experience is something you have to un-train, the applicant might not be a good fit for a team with big growth goals.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/undervalued-skills-complement-ppc-management-453687">5 undervalued skills to complement PPC management</a></em></strong></p>



<div class="nl-inline-form border py-2 px-1 my-2">
	
	<div class="row align-items-center nl-inline-container">
		<div class="col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0">
			<p class="inline-form-text text-center mb-0">Get the newsletter search marketers rely on.</p>
		</div>
		<div class="col-12 col-lg-7 col-xl-6  pe-lg-0">
			<div class="form-nl-inline">
				<script src="https://app-sj02.marketo.com/js/forms2/js/forms2.min.js"></script> <form id="mktoForm_16298"></form> 
				
				<script>				
					MktoForms2.loadForm("https://app-sj02.marketo.com", "727-ZQE-044", 16298, function(form) {
						// form.onSubmit(function(){
						// });
						
						// form.onSuccess(function (values, followUpUrl) {
						// });
					});
				</script>
			</div>
		</div>
		<div class="col-12 col-lg-2 col-xl-2 ps-1">
			<p class="text-center mb-0" style="font-size: .75rem;"><a class="nl-terms" href="https://searchengineland.com/termsofuse" target="_blank" aria-label="opens in a new tab">See terms.</a></p>
		</div>
	</div>
</div>




<hr class="wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background"/>



<h2 class="wp-block-heading" id="h-clear-empathetic-communication">Clear, empathetic communication</h2>



<p>This has always been important, but today it’s also a counter to the flood of bot-produced content and interactions taking over the industry.</p>



<p>Think spammy LinkedIn comments, automated live chats, and AI-generated meeting minutes replacing real, well-taken notes from an actual attendee.&nbsp;</p>



<p>In an agency, the ability to understand and anticipate client needs – from a business perspective and the personal perspective of main client contacts – is fundamental to great partnerships.&nbsp;</p>



<p>I won’t leave it to AI to address those needs with thoughtful, thorough communication and by adapting things like account KPIs to fit changing business scenarios.</p>



<p>The same applies in-house: empathy and strong communication between teammates and managers are essential for building successful, high-functioning teams.</p>



<h2 class="wp-block-heading" id="h-creativity-in-a-vacuum">Creativity in a vacuum</h2>



<p>Optimization is never easy.</p>



<p>Analytical skills, years of experience, critical thinking, and many other elements go into recognizing opportunities to drive more scale and performance.&nbsp;</p>



<p>But for many people, optimizing an existing campaign is less of a challenge than coming up with something from scratch.</p>



<p>This takes me back to the point about channel specialization.&nbsp;</p>



<p>A candidate with deep paid search experience but little exposure to paid social hasn’t proven they can develop creative concepts.</p>



<p>That skill is absolutely essential on platforms like Meta, TikTok, and even LinkedIn.</p>



<p>Even if you’re at an agency and working with in-house creative resources, you need to be more prescriptive than “come up with ad creative.”&nbsp;</p>



<p>One key to unlocking growth is ideating a variety of themes to test – not just running A/B tests on small elements like background color.</p>



<p>This approach helps you uncover fresh insights into what’s resonating with your ICP.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/accelerate-ppc-career-453360">7 power moves to accelerate your PPC career</a></em></strong></p>



<h2 class="wp-block-heading" id="h-wrapping-up">Wrapping up</h2>



<p>Apply the same healthy skepticism to your own hiring decisions.</p>



<p>Thanks to ChatGPT and similar tools, I’m seeing more applicants with experience in engineering prompts for LLMs than actually running ad accounts.</p>



<p>For example, I might get solid work on an interview project like “Document your approach to the following scenario,” only to get blank stares when I ask follow-up questions.</p>



<p>Prompt engineering is valuable, but without foundational marketing skills, adaptability, and creativity, a candidate will struggle to succeed in today’s market.</p>



<p>At this point, I assume AI has a hand in much of the content I review from applicants.</p>



<p>It’s up to the interviewee to prove they have the experience and strategic skills to actually do the job.</p>



<p>We’re not hiring based on what worked yesterday – we’re building a team of marketers ready for what’s next.</p>



<p>In a time of rapid change, those who combine foundational marketing skills with curiosity, creativity, and adaptability won’t just thrive – they’ll help shape the future of the field.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/chatgpt-prompts-for-ppc-392443">ChatGPT for PPC: 17 strategic prompts you can use today</a></em></strong></p>

Single-channel experts? Getting left behind by most (non-enterprise) marketing teams.
Hiring for experience only? There’s more to the top-tier marketer these days.
Analytical vs. creative? There’s room for both, but the scale is tipping toward creativity.
Whether you’re building a PPC team for an agency – a big part of my job – or for an in-house team, your approach should reflect the rise of AI.
That means factoring in changes in bidding algorithms, LLMs, and creative tools.
If you’re still hiring like it’s 2017, you’re leaving your competitors room to gain at your expense.
This article tackles the attributes I’m looking to hire for in the AI age – and why I’m prioritizing those attributes over what I might have looked for pre-Performance Max, Advantage+, and ChatGPT.
Ambition to learn
As recently as three or four years ago, I considered hiring candidates for my performance marketing team who specialized in a single channel (usually paid search). 
Today, I can’t conceive of doing that.
AI isn’t just LLMs. It’s been steadily infiltrating ad campaigns across all major platforms for years.
In the process, it has erased many of the advantages that advanced, channel-specific marketers once had.
These days, it’s much more impactful to take a holistic view of multi-channel campaigns than it is to carve out a bit more performance by, say, splitting out an ad group. 
In other words, marketers who focus on users and their journey – no matter where that journey happens – are better positioned to succeed than those stuck in a channel silo.
Yes, keeping up with one channel’s updates, betas, and reporting features can be a full-time job.
And specific channel expertise can still be valuable for keeping the whole team informed.
But marketers who aren’t devoting part of their time to gain at least fluency on all relevant channels are throwing up a big red flag.
Dig deeper: How to build a high-performing paid search team
Curiosity with a big dose of skepticism
We all know people who treat access to emerging AI tools like new birthday presents, but there are plenty of cautionary tales that come with eager over-adoption. 
Approach each new tool with healthy skepticism – just as you would with “helpful advice” from Google reps – and ask targeted questions to understand how it works.
What data is it pulling from? 
What model is it built on? 
Is it incorporating all the variables you might encounter in your accounts? 
Does it just look pretty, or is it built on a solid base that will enable all kinds of growth permutations?
One of the things we’re telling clients right now, no matter how impressive a tool looks at first glance, is to avoid long contract commitments. 
At the rate AI is evolving, a year-long contract for any tool will probably look like a poor investment in a few months as competitors emerge with better technology, lower pricing, or both. 
Experience – but not rigidity
Yes, experience absolutely matters, but it can also lead to stubborn over-reliance on methods and techniques that may now be outdated.
Applicants who demonstrate experience that informs their marketing fundamentals and a willingness to adapt to conditions as they change offer a great combination. 
However, I have encountered applicants who have plenty of experience but also resist change when that change diverges from their demonstrated strengths.
In other words, if experience is something you have to un-train, the applicant might not be a good fit for a team with big growth goals.
Dig deeper: 5 undervalued skills to complement PPC management
Get the newsletter search marketers rely on.
  
				
								
					MktoForms2.loadForm("https://app-sj02.marketo.com", "727-ZQE-044", 16298, function(form) {
						// form.onSubmit(function(){
						// });
						
						// form.onSuccess(function (values, followUpUrl) {
						// });
					});
				
			
See terms.
Clear, empathetic communication
This has always been important, but today it’s also a counter to the flood of bot-produced content and interactions taking over the industry.
Think spammy LinkedIn comments, automated live chats, and AI-generated meeting minutes replacing real, well-taken notes from an actual attendee. 
In an agency, the ability to understand and anticipate client needs – from a business perspective and the personal perspective of main client contacts – is fundamental to great partnerships. 
I won’t leave it to AI to address those needs with thoughtful, thorough communication and by adapting things like account KPIs to fit changing business scenarios.
The same applies in-house: empathy and strong communication between teammates and managers are essential for building successful, high-functioning teams.
Creativity in a vacuum
Optimization is never easy.
Analytical skills, years of experience, critical thinking, and many other elements go into recognizing opportunities to drive more scale and performance. 
But for many people, optimizing an existing campaign is less of a challenge than coming up with something from scratch.
This takes me back to the point about channel specialization. 
A candidate with deep paid search experience but little exposure to paid social hasn’t proven they can develop creative concepts.
That skill is absolutely essential on platforms like Meta, TikTok, and even LinkedIn.
Even if you’re at an agency and working with in-house creative resources, you need to be more prescriptive than “come up with ad creative.” 
One key to unlocking growth is ideating a variety of themes to test – not just running A/B tests on small elements like background color.
This approach helps you uncover fresh insights into what’s resonating with your ICP.
Dig deeper: 7 power moves to accelerate your PPC career
Wrapping up
Apply the same healthy skepticism to your own hiring decisions.
Thanks to ChatGPT and similar tools, I’m seeing more applicants with experience in engineering prompts for LLMs than actually running ad accounts.
For example, I might get solid work on an interview project like “Document your approach to the following scenario,” only to get blank stares when I ask follow-up questions.
Prompt engineering is valuable, but without foundational marketing skills, adaptability, and creativity, a candidate will struggle to succeed in today’s market.
At this point, I assume AI has a hand in much of the content I review from applicants.
It’s up to the interviewee to prove they have the experience and strategic skills to actually do the job.
We’re not hiring based on what worked yesterday – we’re building a team of marketers ready for what’s next.
In a time of rapid change, those who combine foundational marketing skills with curiosity, creativity, and adaptability won’t just thrive – they’ll help shape the future of the field.
Dig deeper: ChatGPT for PPC: 17 strategic prompts you can use today

Most hiring checklists are stuck in 2017. Here’s how to spot marketers who can outpace algorithms and rivals alike.

All About
Digital Marketing

Read the Latest Trends and Headlines in Digital Marketing.

Here are some of the latest headlines on digital marketing insights, search, and ecommerce:

Free Consultation

Reach out with any questions you might have regarding how RSO can help you with digital marketing.

All About Digital Marketing

Read the Latest Trends and Headlines in Digital Marketing.

Here are some of the latest headlines on digital marketing insights, search, and ecommerce:

Free Consultation

Reach out with any questions you might have regarding how RSO can help you with digital marketing.

All About
Digital Marketing