blog

AI has already transformed how we create content, engage with customers, and analyse performance. Now it’s reshaping the very core of paid search advertising, particularly in Google Ads.

From automated bidding strategies to AI-generated ad creatives, the role of machine learning in paid campaigns is no longer optional. It’s built into the platform. While these changes promise improved performance and streamlined workflows, they also challenge marketers to rethink how they plan, optimise, and report on campaigns.

Here’s what’s changed, what’s on the horizon, and how marketers are adapting in a landscape driven by automation.

‍

Google has introduced a major change to the way we interact with search. Known as AI Mode (previously Search Generative Experience or SGE), this new mode uses generative artificial intelligence to summarise search results directly within Google’s results page.

‍

In today's digital landscape, capturing the attention of your target audience is crucial for business success. One powerful tool that can propel your online presence and drive tangible results is Google Ads. With its vast reach and targeted advertising capabilities, Google Ads has revolutionized the way businesses connect with their customers. In this article, we will explore the benefits of Google Ads and provide insights on how to maximize its potential to supercharge your business growth.

Google Analytics 4 (GA4) is the latest version of Google's analytics platform. It offers a number of new features and improvements over Universal Analytics, including:

• Cross-platform tracking: GA4 can track users across multiple devices and platforms, giving you a more complete view of their behavior.
• Enhanced predictive analytics: GA4 uses machine learning to provide you with more accurate predictions about future user behavior.
• Improved privacy controls: GA4 gives you more control over how your data is collected and used.