Author: Ryuzaki

Google launched a beta integration for Google Tag Gateway that lets advertisers deploy it through Google Cloud Platform (GCP) using a new one-click workflow inside Google Tag Manager and Google tag settings. What’s new. The GCP integration uses Google Cloud’s Global external Application Load Balancer to route tag traffic through an advertiser’s own first-party domain before sending it to Google. The goal is to streamline deployment while improving data signal quality and resilience against ad blockers and technologies like Apple’s Intelligent Tracking Prevention. Why we care. As browsers and platforms continue to limit third-party tracking, advertisers are looking for ways…

Regulated industries have long faced heightened scrutiny in organic search. This is where “Your Money or Your Life” (YMYL) first took hold.  AI Overviews and LLMs like ChatGPT have intensified that scrutiny, expanding both the audience and the consequences.  Accuracy and credibility have always mattered for SEO success in regulated sectors, but in today’s AI-driven search environment, the bar is significantly higher. Experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) are not optional for regulated industries such as finance, healthcare, government, and education, which sit squarely within Google’s YMYL territory. In this new search landscape, regulated brands and their SEO strategies can…

Budgeting in paid search isn’t just about setting a daily number.  It requires understanding how platforms pace spend, the exceptions to those rules, and what changes when budgets are adjusted mid-month. Most PPC advertisers change budgets during the month and want to know how it will affect performance.  Enterprise advertisers add complexity, with fiscal cycles and promotional flights that rarely align with calendar months. The problem is that many advertisers assume platforms will simply spread spend evenly.  When that doesn’t happen, campaigns overspend one week and underspend the next. Both outcomes are costly.  Overspending erodes profitability.  Underspending leaves conversions on…

Consumers are increasingly using AI tools — not Google — as their first source of information. This is driven by frustration with traditional search and rising expectations that AI will play a much larger role this year, according to a new report from Eight Oh Two, an SEO and PPC marketing agency. Why we care. AI isn’t replacing search, but it’s reshaping where search begins, how people discover brands, and which options they consider. A hybrid journey is emerging: AI delivers the first answer, and traditional search confirms it. Brands now need consistency across both or risk losing credibility when…

For years, OpenAI set the pace of the generative AI revolution with ChatGPT. Their partnership with Microsoft seemed unbeatable, coupling innovation and enterprise distribution. However, the lead they once held is now in the balance.  Faced with evidence that Google’s Gemini has not only caught up but surpassed capabilities in critical areas, OpenAI CEO Sam Altman made a dramatic decision by declaring an internal “code red.” Doing so paused all non-essential initiatives to focus exclusively on ChatGPT’s quality.  The most significant casualty of this shift was OpenAI’s plan to introduce advertising into ChatGPT.  It’s important to note that OpenAI’s advertising…

The rules of search have changed. Marketing funnels aren’t meant to stall. You pour hours into creating content, refining workflows, optimizing landing pages, and protecting brand consistency. How can all that effort, content, and creativity go to waste? But your funnel feels it. The uncomfortable truth is that even the strongest funnel can’t save you if a large portion of your audience never sees your work. SEO is flatlining.  AI-generated summaries are pushing your branded content aside.  The metrics start to tell a story you don’t want to hear, one that makes it look like you don’t even have a…

Starting in March 2026, Google Merchant Center will enforce a new system for multi-channel products — items sold both online and in physical stores — requiring advertisers to use separate product IDs when those products differ by channel. What’s changing. Under the new approach, online product attributes will become the default. If a product’s in-store details differ, advertisers will need to create a second version with a distinct product ID and manage it independently in their feeds. What advertisers should do. Google has started emailing affected accounts, flagging products that need updates ahead of the March deadline. Retailers should review…

Google is updating its advertising policies to allow ads for Prediction Markets in the U.S. starting January 21st — but only for federally regulated entities. Who qualifies. Eligibility is limited to entities authorized by the Commodity Futures Trading Commission (CFTC) as Designated Contract Markets (DCMs) whose primary business is listing exchange-listed event contracts, or brokerages registered with the National Futures Association (NFA) that offer access to products listed by qualifying DCMs. Advertisers must also apply for Google certification to run ads in the U.S. Why we care. Prediction markets have long been restricted on Google Ads. This change opens a…

The new year is here, which means it’s time to deliver your end-of-year (EOY) PPC report. But an EOY report isn’t just a longer version of your monthly performance check-in.  It’s typically read by a different audience – often leadership teams who don’t see your regular reporting – and it needs to tell a different story. Done well, your year-end report sets the tone for 2026, earns buy-in for your strategy, and positions you as a strategic partner rather than just a campaign manager.  Done poorly, it creates confusion and undermines confidence in your work. Here’s how to build an…

LinkedIn targeting in Microsoft Advertising exists to help brands message-map their best creative with the ideal audience.  When approached thoughtfully, it allows you to apply professional understanding to intent‑driven inventory without breaking the bank. The key is knowing how the targeting methods work together across the various campaign types. What follows is a practical guide to using LinkedIn data inside Microsoft Advertising, including: LinkedIn in Search campaigns (includes Multimedia ads). Using LinkedIn insights to inform broader audience strategy. Performance Max targeting signals. Directional insights into audience reach and composition through Audience Planner. Disclosure: I am a Microsoft employee. I attempted…