Author: Ryuzaki
Long sales cycles, low conversion volume, and multi-stage purchase journeys make measurement and attribution harder, creating real obstacles to campaign optimization. For B2Bs and brands selling high-ticket items, this is the reality. A campaign launched today may take weeks or even months to show revenue, retention, or lifetime value – delaying your ability to use those measurements to refine bidding and targeting. That’s where proxy metrics – also known as soft metrics, or micro-conversions – can come into play. Let’s dig into proxy metrics. What are proxy metrics? Proxy metrics are early indicators of future outcomes. They give you a way…
SMX Advanced – the premier conference for senior-level search marketers – returns to Boston June 3 to 5, 2026 at the Westin Boston Seaport. We want to bring the most advanced strategies in SEO, PPC, and AI to our community – and we need your help to make it happen. Search is changing faster than ever. SEOs are scrambling to master AI SEO, navigate a SERP now dominated by AI Overviews, and make sense of Google volatility and algorithm updates. For PPC advertisers, making smart, data-driven decisions is getting harder. And on top of that, you’re expected to adopt new…
Embracing Intimacy After 60: The Importance of Sex and Connection As we journey through our 60s and beyond, many of us are confronted with a multitude of myths about aging—one of the most pervasive being that sex becomes irrelevant or unwanted. This notion is increasingly recognized as a stereotype that doesn’t reflect the reality of many seniors. In fact, for numerous individuals, intimacy remains a vital aspect of life and well-being, transcending age boundaries. It’s essential to acknowledge that our relationship with sex evolves over time. The physical changes associated with aging can bring about challenges, but they also open…
Embracing Intimacy and Connection After 60 One of the most persistent aging stereotypes is the notion that sex and intimacy become irrelevant after 60. Yet, nothing could be further from the truth! While our bodies do change as we age, and our perspectives on love and connection may evolve, this does not diminish our desires or need for intimacy. In fact, many find that their attitudes towards sex can shift positively, leading to deeper connections with partners. As we navigate the various phases of life, we often shed the insecurities and pressures of youth. This newfound freedom can pave the…
On episode 333 of PPC Live The Podcast, I speak to Nils Rooijmans, a renowned Google Ads script expert and top 10 PPC influencer, where she shares the experience of a costly error that serves as a valuable lesson for anyone managing paid search campaigns. The Setup: A quick account onboarding gone wrong The trouble began when one of Rooijmans’ existing clients acquired another company in the airport parking services industry. The acquired company was already running a small Google Ads account, and the client wanted Rooijmans to manage it without paying additional fees for proper onboarding. Against his better…
Google rolled out a beta that lets merchants display different loyalty-member prices by region in Shopping ads — giving retailers a new way to localize promotions without managing separate offers. Why we care. The feature gives merchants more flexibility to tailor pricing to local markets and highlight loyalty perks directly in ads, potentially boosting conversion and membership sign-ups. How it works Merchants must join Google’s loyalty add-on, set up regions in Merchant Center, and add loyalty_program attributes — including program label, tier, and price — to their regional inventory feed. When a shopper clicks an ad, Google appends a region…
Rediscovering Intimacy: Exploring Relationships and Romance After 60 As we journey through life’s later decades, one question often arises: Is sex after 60 normal? The answer, quite simply, is yes! While society often depicts sexual relationships as an experience exclusive to youthful individuals, the truth is that intimacy and desire continue to thrive well into our senior years. Many of us have learned through experience that sexual encounters can become more fulfilling as we age. We become comfortable in our own skin, shedding insecurities that may have haunted us in our younger years. This newfound confidence allows us to focus…
PPC for ecommerce operates differently from PPC for lead gen or SaaS. The way campaigns learn, the volume of conversion data, and the role each platform plays all require a distinct approach. After shifting into ecommerce, it became clear which fundamentals matter most. The guidance in this article reflects those lessons and can help whether you’re new to ecommerce PPC or building on existing experience. We’ll look at how the core differences between ecommerce and non-ecommerce models influence PPC strategy and how to use each platform’s strengths to support your products. 1. Performance Max is built for ecommerce Google Ads…
Search has moved far beyond blue links and basic ranking signals. People now discover information on Google, TikTok, Pinterest, Amazon, YouTube, and an expanding layer of generative AI platforms that synthesize answers from trusted sources. As SERPs shift toward rich results and AI summaries, users often get what they need without needing to click at all. In this environment, brand authority isn’t just tied to your domain. It spans platforms, formats, and the systems that learn from your content. Modern off-page SEO must support both search engines and the AI models that evaluate and surface your expertise. This off-page optimization…
The European Commission is asking industry players to weigh in on Google’s proposal to resolve sweeping antitrust charges tied to its advertising technology business — a case that has already triggered nearly €3 billion ($3.5B) in fines. What’s happening. The Commission is circulating a non-confidential version of Google’s proposal to roughly 200 industry stakeholders, including publishers, advertisers, and ad tech rivals. Officials say the feedback will inform the final assessment of whether Google’s commitments restore fair competition in the EU’s digital ad market. The backstory. Google was fined €2.95B and ordered to stop favoring its own ad tech services. In…