For years, a paid search team’s expertise showed up as keyword-level precision: the right match types, tightly built negative lists, bids managed down to the keyword. That skill set still matters, but less and less so each year. Google has spent several product cycles moving control away from the literal search term an advertiser bought… Continue reading Google Loosened Keyword Control. Here’s Where Your Team’s Time Should Go Now.
Author: Sarah VanLandingham
Sarah VanLandingham is the Associate Director of Media Strategy and has over seven years of industry experience and four years of management expertise. In that time, she's mastered the art of bridging the gap between "big ideas" and actually driving business results. While she's got a proven track record of leading and developing teams of media superstars, her bread and butter is acting as a strategy maven on her accounts, and as the person who can translate complex technical data into something the C-suite can actually use.
Google’s August 17th Bidding Update: Why Your CPA Is About to Rise (and How to Stop It)
For a while, some Google Ads accounts have been beating their own targets — a $10 Target CPA campaign settling in at $5, a Target ROAS goal cleared without anyone touching a setting. Most advertisers filed that under “good problem to have” and moved on. Starting August 17th, 2026, Google is changing the bidding behavior… Continue reading Google’s August 17th Bidding Update: Why Your CPA Is About to Rise (and How to Stop It)
CTV Just Became a Performance Channel for the Mid-Market. Most Brands Haven’t Noticed Yet.
The economics of CTV haven’t fundamentally changed. What changed is the measurement infrastructure around it. Tools that were once enterprise-only—like incrementality testing, marketing mix modeling (MMM), brand lift studies, and household-level attribution—are now accessible to brands spending a fraction of what enterprise advertisers spend. That shift turned CTV from an awareness channel into a performance… Continue reading CTV Just Became a Performance Channel for the Mid-Market. Most Brands Haven’t Noticed Yet.
Paid Media Marketing: Elements of a Successful Campaign in the AI Era
AI is already making most of the decisions in your paid media accounts. The important question is whether anyone’s checking its work. A successful paid media campaign has always required creative, copy, targeting, budgeting, and careful execution working together. That hasn’t changed. What’s changed is who (or what) is making the moment-to-moment decisions inside each… Continue reading Paid Media Marketing: Elements of a Successful Campaign in the AI Era