How to find your next PPC agency: 12 top tips

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How to evaluate your next PPC agency

With so many PPC agencies claiming to be experts, how do you separate true performers from the ones who just talk a good game? 

This guide walks you through a no-nonsense evaluation process to find an agency that delivers real results.

1. Define your goals first

Before reaching out to agencies, have a clear understanding of what you want to achieve with PPC. 

Are you looking for lead generation, ecommerce sales, local service inquiries, or brand awareness? 

Knowing your objectives will help you ask the right questions and assess whether an agency is a good fit.

Also, factor in your budget constraints and expected ROI. 

A good agency should work within your financial limits while setting realistic performance expectations.

Dig deeper: How to set and manage PPC expectations for teams and stakeholders

2. Assess their industry experience

Not all PPC strategies work across every industry. 

Look for agencies that have experience managing campaigns in your specific vertical. 

Ask for case studies or examples of past success in your industry, especially in:

  • Ecommerce.
  • Local services.
  • B2B lead generation.
  • SaaS.
  • Healthcare.
  • Finance.

Agencies with industry expertise will understand common challenges and effective strategies unique to your business type. 

They should also demonstrate an ability to adapt to changes in industry regulations and trends.

3. Understand their approach to strategy and optimization

A good PPC agency should have a structured approach to campaign strategy, including:

  • Account structure: How do they build and organize campaigns?
  • Keyword strategy: Do they effectively use broad, phrase, and exact match?
  • Bid management: Are they using automated bidding, manual strategies, or a hybrid approach?
  • Ad copy and creative: How do they optimize messaging and testing?
  • Landing page optimization: Do they provide insights or recommendations?
  • Conversion tracking and attribution: Can they track conversions accurately and integrate with your CRM?

A truly data-driven agency should also be A/B testing different elements, using insights from past campaigns to improve performance, and continuously optimizing for better results.

4. Ask about their reporting and transparency

A top-tier PPC agency should provide clear and actionable reporting. Look for:

  • Regular reports: Weekly, bi-weekly, or monthly reporting with key performance indicators (KPIs).
  • Transparency: Do they provide full access to the ad accounts, or do they keep you in the dark?
  • Actionable insights: Reports should not just be data dumps but should include insights and recommendations.
  • Real-time dashboard access: Can you see your ad performance whenever you like?

Additionally, ensure they use third-party analytics tools like Google Analytics 4 or other attribution models to verify data accuracy and avoid misrepresenting results.

Dig deeper: How to approach weekly, monthly, quarterly and annual PPC reporting

5. Understand their pricing model

PPC agencies use different pricing structures, and understanding them is key to making a cost-effective decision. 

Common models include:

  • Percentage of ad spend: Typically 10-20% of your monthly budget. Good for scaling but can lead to overspending if not managed properly.
  • Flat monthly fee: A predictable expense, but ensure they have clear deliverables.
  • Performance-based: Payment is based on lead volume or ROAS. This can align incentives but may not work for all businesses.
  • Hybrid model: A combination of the above.

Ask about additional costs for services like ad creative development, landing page optimization, or advanced analytics to avoid unexpected fees.

6. Check for red flags

Be cautious of agencies that exhibit the following warning signs:

  • Guaranteed results: No agency can guarantee specific PPC results.
  • Lack of transparency: You should have access to your ad accounts and full visibility into performance.
  • Cookie-cutter strategies: Every business is unique. Beware of agencies that use the same approach for all clients.
  • No focus on tracking: They aren’t serious about results if they don’t emphasize accurate tracking and reporting.

Additionally, be wary of agencies that avoid discussing long-term strategies or only focus on short-term wins without considering sustainable growth.

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7. Evaluate their client communication and support

Great PPC management requires ongoing communication. Ask:

  • How often will we have meetings?
  • Who will be our main point of contact?
  • How quickly do they respond to emails or support requests?
  • Will we receive proactive recommendations, or need to ask for updates?

Also, evaluate their level of customer support. 

An agency that prioritizes proactive communication and offers dedicated account managers can be more effective in optimizing your campaigns.

Dig deeper: 8 tips to craft clear and impactful client communication

8. Understand their onboarding process

A smooth onboarding process sets the foundation for a successful agency partnership. Ask:

  • What does the onboarding process look like?
  • What information and assets will they need from you?
  • How long does onboarding usually take?
  • What key milestones should you expect in the first 30, 60, and 90 days?

A well-structured onboarding should include an initial strategy session, access setup (Google Ads, analytics, CRM), and alignment on key metrics and reporting expectations.

Dig deeper: Client onboarding and offboarding: The PPC agency’s guide

9. Assess their team structure and stability

Understanding who will manage your account is critical for a long-term, successful relationship. Ask:

  • Who will be directly managing your PPC campaigns?
  • How is their PPC team staffed?
  • What level of experience do their account managers have?
  • What is their turnover rate? How often do they replace account managers?

A high staff turnover can lead to inconsistencies in account management, so it’s important to partner with an agency that retains experienced professionals.

10. Request case studies and references

A reputable agency should have a portfolio of successful campaigns. Ask for:

  • Case studies: Examples of past campaigns, including challenges and results.
  • References: Client testimonials and contacts for past or current clients.

Look for verifiable success stories that align with your industry and goals. 

If possible, reach out to their past clients to gain insight into their experience with the agency.

11. Test with a trial or audit

If you’re unsure about committing, consider starting with a:

  • Short-term contract: A three-month trial period to assess performance.
  • PPC audit: Have them audit your existing campaigns and provide recommendations.

An audit should provide a comprehensive analysis of campaign structure, keyword effectiveness, ad performance, and tracking setup. 

The agency’s recommendations should be data-driven and actionable.

12. Ensure cultural and goal alignment

Choose an agency that aligns with your company’s values, communication style, and growth objectives. A strong partnership is key to long-term PPC success.

Consider factors like:

  • Do they understand your brand’s mission and voice?
  • Are they flexible and open to collaboration?
  • Do they have a track record of long-term client relationships?

An agency that shares your vision and integrates well with your team will be more effective in achieving your marketing goals.

Dig deeper: 4 tips to build a data-centric culture in your agency

Final thoughts

Evaluating a PPC agency takes time, but choosing the right partner will maximize your advertising investment. 

By focusing on experience, strategy, transparency, and results, you’ll be well-equipped to make an informed decision and drive meaningful business growth through paid search and social campaigns.

The right agency does more than manage your PPC campaigns.

They act as an extension of your team, providing expert insights and continuously optimizing for long-term success.

Dig deeper: 5 essential PPC skills every agency pro must have

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How to prevent PPC from cannibalizing your SEO efforts

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How to prevent PPC from cannibalizing your SEO efforts

If you manage both SEO and PPC, striking the right balance is key to maximizing efficiency and ROI. 

When paid search campaigns compete with high-performing organic listings, brands end up spending more while gaining little additional traffic. 

Keyword cannibalization dilutes search performance, inflates costs, and reduces overall marketing effectiveness.

This guide will help you recognize the warning signs of PPC cannibalization, test its impact, and implement strategies to ensure both channels work together for optimal results.

Signs your PPC campaigns are cannibalizing your SEO rankings

Declining organic click-through rates

If your organic rankings remain stable but CTRs are dropping, your paid ads might be stealing traffic from your organic listings. 

This is usually the result of branded or high-ranking keywords being simultaneously targeted in PPC campaigns.

It’s also important to note that additional SERP features, ad placements, and AI-driven search results have contributed to a general decline in organic CTRs across the board.

Increased PPC clicks with no overall traffic growth

If PPC campaigns drive more paid traffic, but total website visits remain unchanged, your ads may be diverting clicks that would have otherwise come from organic search.

Google Analytics 4 (GA4)’s Traffic Acquisition Report makes identifying this issue easier. You can compare period-over-period traffic changes by channel side by side.

GA4 Traffic Acquisition report

Organic conversions declining while paid conversions increase

If paid search conversions are rising but overall conversions remain flat or decline, PPC may be cannibalizing organic conversions rather than expanding your reach.

This is especially common with Performance Max (PMax) campaigns, which often prioritize branded terms for their higher ROI. More on that later.

Dig deeper: How to maximize PPC and SEO data with co-optimization audits

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3 steps to prevent PPC from cannibalizing your SEO

1. Audit PPC and SEO keyword overlap

Not all overlapping PPC and SEO keywords cause cannibalization. 

However, to safeguard your top-ranking keywords, exclude them from your PPC campaigns.

To speed up your analysis, filter organic search terms where your website ranks position 4 or below – since most clicks go to pages ranking in positions 1-3.

Additionally, sort search terms by click volume to identify phrases most susceptible to cannibalization. 

Then, cross-reference your organic search terms with your Google Ads Search Terms report to pinpoint where you’re paying for traffic you’d otherwise get for free.

2. Use negative keywords to exclude strong SEO performers

If certain terms already perform well organically, you can use negative keywords to prevent them from triggering paid ads. 

By applying exact-match negative keywords, you avoid cannibalization while still targeting related peripheral phrases in your ads.

Google Ads Negative Keyword tool

Dig deeper: How to use negative keywords in PPC to maximize targeting and optimize ad spend

3. Refine brand bidding strategies and implement brand exclusion lists

Bidding on branded terms is often unnecessary since users searching for a brand already intend to visit its website.

Paying for traffic that would otherwise be free is rarely a good investment.

However, PPC brand bidding becomes essential when competitors target your brand.

In such cases, recapturing your brand space is a necessary expense – but fortunately, it’s much cheaper than bidding on a competitor’s brand.

The importance of brand exclusion lists

Brand exclusion lists help prevent wasteful spending on branded queries where organic listings already dominate. 

This ensures PPC budgets are focused on non-branded, high-intent searches rather than duplicating organic traffic. 

This is especially critical for PMax campaigns, which aim to drive positive ROI, often through low-cost branded visibility with high conversion potential.

One example of branded cannibalization my team identified involved a branded PMax campaign that inadvertently paid for an estimated $500,000 in organic revenue. 

Since PMax campaigns receive premium visibility – even in areas where results may not be highly relevant – this campaign bid on nearly every branded term, running unchecked.

A major issue arose when a shopping carousel for the company’s two most-searched branded phrases appeared above all other SERP features. 

This pushed the usual search ad lower on the page and forced the organic homepage listing completely out of view without scrolling. 

As a result, impressions dropped by 12%, and organic clicks fell by 33%.

If you haven’t yet taken steps to prevent your campaigns from bidding on your brand, make sure to check Google’s guide to brand exclusions. 

Benchmark your SEO performance on branded terms before launching PMax campaigns to make identifying cannibalization easier.

Dig deeper: Google brings negative keyword exclusions to Performance Max

Special considerations for Performance Max campaigns and targeting options

PMax campaigns use AI-driven automation to serve ads across Google’s entire inventory, including Search, Display, YouTube, Discover, Gmail, and Maps. 

Unlike traditional PPC campaigns, PMax lacks detailed keyword-level control, making it difficult to prevent overlap with organic rankings.

How PMax can cannibalize SEO traffic

  • Broad matching across multiple channels: PMax may automatically target keywords where your brand already ranks well organically, leading to unnecessary ad spend.
  • Limited transparency on search terms: Without keyword-level reports, identifying overlap with organic rankings is challenging.
  • Competing with organic listings: PMax can push organic results further down by occupying both paid search and shopping ad placements.

Dig deeper: Performance Max vs. Search campaigns: New data reveals substantial search term overlap

Mitigating SEO cannibalization in Performance Max

  • Use account-level negative keywords: Google now allows negative keywords for PMax – exclude high-performing organic keywords to reduce redundancy.
  • Optimize asset groups and search themes: If certain categories already perform well organically, ensure PMax focuses on different product lines or services. Since PMax is designed for maximum reach, precise targeting is essential.

Tests to confirm PPC is cannibalizing SEO

  • Run a PPC pause test: Temporarily pause PPC ad groups or use exact-match negative keywords for strong organic terms. If organic traffic, CTR, and conversions improve, PPC may be cannibalizing SEO.
  • Compare pre- and post-bid adjustments: Lower PPC bids on high-ranking organic keywords and track shifts in paid and organic performance.
  • Analyze assisted conversions in Google Analytics: Determine whether PPC ads drive conversions that organic search alone wouldn’t achieve. If not, adjustments may be needed.
  • Monitor organic CTR changes: Use Google Search Console to analyze CTR fluctuations for top organic keywords before and after PPC campaigns launch.

Aligning PPC and SEO requires careful keyword management and strategic bidding

Reduce ad spend where possible and avoid paying for traffic that would otherwise be free.

For Performance Max campaigns, mitigating SEO cannibalization through negative keywords and refined targeting ensures a balanced approach. 

A well-coordinated PPC-SEO strategy improves efficiency and maximizes the value of digital marketing investments.

Read more at Read More

From search to AI agents: The future of digital experiences

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From search to AI agents- The future of digital experiences

We rely on search engines to find information every day, but what if there was a better way? 

Instead of manually gathering details from multiple sources, AI agents can do the heavy lifting for you. 

They don’t just retrieve information. They analyze, organize, and personalize it in real time.

This article explores:

  • How AI agents help businesses create more personalized customer experiences.
  • The key components and frameworks behind AI-powered agents.
  • How multi-agent systems can collaborate to solve complex tasks.

From information retrieval to intelligent problem-solving

AI agents represent a fundamental shift in how we interact with AI. 

As brands, we are moving beyond passive information retrieval – a slow process of manually collecting data from various websites – to active problem-solving, where multimodal data seamlessly adapts to a preferred interface in real time.

Imagine a world where multiple independent AI agents collaborate to complete complex workflows. 

Industry experts anticipate significant transformation due to AI agents. Here’s what they have to say:

  • Satya Nadella: AI agents will proactively anticipate user needs and assist seamlessly.
  • Bill Gates: AI agents are driving the most significant software transformation since graphical user interfaces.
  • Jensen Huang: IT departments are managing AI agents the way human resources manage employees.
  • Jeff Bezos: AI agents act as digital copilots, enhancing daily interactions.
  • Gartner: Search engine volume will decline by 25% by 2026 as AI chatbots and virtual agents revolutionize customer interactions.

Today, brands have a significant opportunity to leverage AI agents as intelligent virtual teammates, enabling businesses to deliver hyper-personalized experiences.

As AI agents and technology evolve, we are moving away from the time-consuming effort of manually gathering information. 

In the future, AI agents will interact with one another, collect relevant data, organize it to match user preferences, and deliver it seamlessly – creating a faster and more efficient experience.

ai-agents-impact-on-humans.

Dig deeper: Mastering AI and marketing: A beginner’s guide

To understand how AI agents deliver these intelligent, real-time experiences, we need to break down their core components. 

Let’s explore the anatomy of AI agents and how each layer contributes to their functionality.

Anatomy of AI agents 

AI agents are designed to enhance the capabilities of LLMs by incorporating additional functionalities. 

Agents have four layers:

  • Foundation layer.
  • Application layer.
  • Management layer.
  • Data layer. 
anatomy-of-an-agent

An AI agent typically consists of the following components:

  • Memory: Stores past interactions and feedback to provide contextually relevant responses. Memory resides in the data layer.
  • Tools/Platform: Retrieves real-time data and interacts with internal databases. The chosen tools and platforms are part of the application layer.
  • Planning: Uses reasoning techniques to break down complex tasks into simpler steps.
  • Actions: Executes tasks based on insights from LLMs and other sources.
  • Critique: Provides a feedback loop for actions based on different use cases to ensure accuracy.
  • Persona: Adapts to different roles, such as research assistant, content writer, or customer support agent.

Planning, actions, critique, and persona identification occur in the management layer.

Frameworks for building AI agents

There are many frameworks available for building AI agents and multi-agent systems, each catering to a different need:

  • AutoGen (Microsoft): Focuses on conversational AI and automation.
  • CrewAI: Designed for role-playing agents that collaborate effectively.
  • LangGraph: Structures agent interactions in a graph-based model.
  • Swarm (OpenAI): Primarily for educational purposes.
  • LangChain: A popular framework enabling AI agents to work with LLMs and other tools.

Each platform offers unique advantages based on the task’s use case, scalability, and complexity.

Multi-agent AI systems and their importance

multi-agent-application-examples

A multi-agent system consists of multiple AI agents working seamlessly, each performing a distinct function to collaboratively solve problems.

These systems are particularly useful for handling complex scenarios where a single AI agent might struggle. 

Below is a simple example of a multi-agent system:

  • Query processing agent: Breaks the question into multiple parts.
  • Retrieval agent: Fetches relevant data from internal sources.
  • Validation agent: Verifies the response against various parameters such as brand voice and query intent.
  • Formatting agent: Structures the response appropriately.

This structured approach to distributing responsibilities among agents ensures more accurate and intelligent responses while reducing errors.

Before exploring how AI agents deliver real-time personalization, let’s look at why traditional methods are no longer enough.

Dig deeper: AI optimization: How to optimize your content for AI search and agents

Why AI-powered personalization is essential

As data availability declines and user expectations rise, businesses can no longer rely on traditional methods to understand customer intent. 

The shift away from third-party cookies, the rise of zero-click content, and the demand for real-time, tailored experiences have made AI-driven personalization a necessity.

AI enables businesses to analyze behavior, predict intent, and deliver dynamic, personalized experiences at scale – from search and social to email and on-site interactions. 

Unlike static personalization, AI adapts in real time, ensuring relevance across every customer touchpoint.

With traditional strategies losing effectiveness, AI agents offer a smarter, more scalable way to engage and convert audiences.

Dig deeper: How to boost your marketing revenue with personalization, connectivity and data

Delivering personalized experiences with search and chat agents

Modern websites are no longer one-size-fits-all. They provide immersive experiences tailored to each visitor’s intent. 

AI agents enable this through two key approaches:

Search agents 

Traditional site searches relied on keywords and filters, which have limitations with multimodal searches (like voice or visual) and long-tail queries. 

They also require more user clicks, increasing the likelihood of search abandonment. 

AI-powered search agents overcome these challenges by delivering a more intuitive and efficient on-site search experience.

Chat agents

Early AI chatbots responded using pre-programmed scripts or existing website content. 

Today, advanced chat agents offer personalized experiences using audience data. They can:

  • Build detailed user profiles.
  • Understand user intent by analyzing historical interactions and purchase data.
  • Learn from similar interactions to ask relevant follow-up questions.
  • Adapt on-site experiences in real time based on user behavior.
  • Inform cross-channel marketing strategies – such as email, social, paid, and retargeting – using insights gathered from user interactions.

AI agents also offer industry-specific personalization. Brands can implement:

  • Digital marketing automation agents.
  • Customer support chat agents.
  • Specialized solutions, like:
    • Financial risk assessment agents.
    • Automotive inventory management agents.

Personalize or perish

Many businesses still view personalization as optional. 

In reality, without personalized experiences, traffic and conversions will decline, leading to higher marketing costs and lower ROI as more spending is needed to attract, engage, and convert visitors. 

To improve efficiency, AI-powered personalization offers a scalable, intelligent, and adaptive solution.

Dig deeper: Hyper-personalization in PPC: Using data to deliver tailored ad experiences

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How to Leverage Snowflake and OneTrust for Consent Management at Scale by Snowflake

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Join experts from OneTrust and Snowflake for an exclusive look into how modern organizations are integrating privacy and consent management into their data ecosystem. In this session, Snowflake and OneTrust will share real-world use cases and insights into how organizations are activating consent for marketing purposes, all while streamlining compliance at scale.

Tune in on March 4 to learn about:

  • The intersections between consent, privacy, and data governance
  • How enterprise brands integrate privacy and consent management with Snowflake
  • OneTrust’s new Native App for accelerating compliance workflows within Snowflake

This session is perfect for marketers, data governance professionals, and anyone looking to improve their data privacy practices with real-world examples. Here is the link to learn more and register >>

The Details

Webinar:
How Privacy-First Marketers Leverage OneTrust and Snowflake for Consent Management at Scale

Date: March 4, 2025
Time: 10 am PT / 1 pm ET

Link to register: Here!

Read more at Read More

Why traditional keyword research is failing and how to fix it with search intent

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Why traditional keyword research is failing (and how to fix it with search intent)

After 25 years of working in SEO, I’ve seen firsthand how traditional keyword research methods fail to keep up with Google’s advancements. 

In my SMX Next presentation, I challenged SEOs to go beyond outdated keyword methodologies and embrace an intent-driven approach. 

Here are six key insights from that session.

1. Traditional keyword research is failing us

Traditional keyword research is no longer enough. 

We’ve relied on tools that provide data on competition, search volume, and relevance, but they don’t uncover the hidden context behind searches.

For years, SEOs have prioritized high-volume, low-competition keywords, assuming this would drive results. 

While this may have worked for the simpler, lexical-based Google algorithm of the early 2000s, this approach falls short because it ignores search intent.

For example, a keyword like “solar panels” may have high search volume. 

But without context, it’s impossible to determine whether users are looking for products, financing options, or general information. 

Without understanding intent, marketers risk attracting traffic that never converts. 

Today, success depends on moving beyond search volume and focusing on search intent.

Dig deeper: How to optimize for search intent: 19 practical tips

2. Google is an AI search engine

Google isn’t one monolithic AI algorithm – it’s a collection of AI systems working together to:

  • Understand queries.
  • Classify content.
  • Deliver the best results.

Here’s what’s changed:

  • Google has improved its understanding of keywords and content.
  • There is a strong emphasis on user experience, with Google prioritizing content that is easy for users to consume.
  • Google ranks pages based on relevance to intent, even if the exact keywords are missing.

For SEOs, this means that content must align with search intent – not just keywords. 

Well-structured, high-value content that directly addresses users’ questions will outperform pages optimized solely for keyword density.

Dig deeper: Content mapping: Who, what, where, when, why and how

3. The best way to uncover intent? Read the SERPs

The number one way to understand search intent is to study the search engine results pages (SERPs).

Rather than guessing what a keyword means, analyzing what Google is already ranking provides a clear picture of the dominant intent behind a query.

For example, I once worked with an ecommerce company selling biscotti cookies. 

Initially, they targeted high-volume keywords like “chocolate biscotti,” expecting strong results. 

However, a quick SERP analysis revealed that most top-ranking results were recipes, not product listings.

This indicated that searchers weren’t looking to buy biscotti – they wanted to bake it. 

Instead of chasing high-volume terms with mismatched intent, the company shifted its focus to lower-volume keywords with strong purchase intent, ultimately improving conversions.

Blindly following keyword tools without SERP analysis can lead to content that attracts traffic but fails to convert.

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4. Prioritize search intent over keywords

The real question isn’t just what keywords people are searching for – it’s why they’re searching.

As Google increasingly prioritizes intent over keywords, SEO strategies must evolve accordingly. A three-step process can help align keyword research with search intent:

Identify target intents

Before diving into keyword research, define 5-6 core search intents that align with business goals. Examples include:

  • “Compare mortgage rates” (for financial services)
  • “Best protein powders for weight loss” (for fitness brands)

Filter keywords by intent

Rather than focusing solely on search volume and competition, filter keywords based on clear purchase or action intent. 

This approach refines traditional keyword research to focus on what actually drives conversions.

Choose content formats that match intent

Content should match the searcher’s intent, which often requires moving beyond standard blog posts. Some high-performing content formats include:

  • Comparison articles (“Best budget vs. premium running shoes”)
  • Niche buying guides (“How to choose an ergonomic office chair”)
  • Interactive tools (e.g., mortgage calculators, pricing estimators)

By aligning keywords with intent and content formats, SEOs can dramatically improve engagement and conversion rates.

Dig deeper: Rethinking your keyword strategy: Why optimizing for search intent matters

5. Invest in content formats that convert better

Middle-of-the-funnel content – like comparison pages, niche buying guides, and Q&A pages – tends to rank better and convert more effectively than generic blog content.

With AI-driven search results delivering direct answers, traditional educational blog posts are losing traction. 

To stay competitive, marketers must create high-value content that serves the searcher’s next step.

Some of the best-performing content types include:

  • Comparison content (“Best DSLR cameras under $1,000”).
  • Niche buying guides (“Ultimate guide to ergonomic keyboards”).
  • Interactive tools (e.g., ROI calculators, pricing estimators).
  • Video-first content, which improves engagement and differentiation.

Shifting to intent-driven content formats can significantly boost both rankings and conversions.

Dig deeper: Writing people-first content: A process and template

6. Use AI wisely, but prioritize customer insights

AI tools are valuable for analyzing SERPs and understanding search intent, but they are not a substitute for real customer insights.

The best way to understand what searchers want is to talk to actual customers. Conversations, chat logs, and feedback from sales teams offer deeper intent insights than AI alone.

For those who don’t have direct access to customers, speaking with sales representatives can be just as effective. 

Sales teams repeatedly hear the same customer questions, making them an excellent source of content ideas and keyword strategy insights.

Dig deeper: How to optimize your 2025 content strategy for AI-powered SERPs and LLMs

[Watch] Next-generation SEO keyword research: Shift from traffic to search intent

Want to take your SEO strategy to the next level? Watch my full SMX Next 2024 session here.

Read more at Read More

Content marketing in 2025: 6 strategies you can’t ignore

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Content marketing in 2025: 6 strategies you can't ignore

As marketers, we love to explore emerging strategies and trends to stay ahead of the curve.

However, what’s relevant and effective is always changing, despite countless case studies and think-pieces predicting the next big trend.

Content marketing, in particular, is highly susceptible to speculation and testing because it is fluid and heavily influenced by consumers’ behaviors and interests at any given moment. 

This makes it interesting, innovative and challenging.

So, what are the predictions for content marketing in 2025? Let’s dive in.

1. Spark inspiration with ‘visionary’ content

Robert Rose recently covered an emerging trend – visionary content.

Inspired by Matthew McConaughey’s TED Talk, where the actor shares his sources of motivation and inspiration, Rose relates these themes to the content.

Specifically, that content should not only appeal to the needs of one’s target audience but inspire, by giving them:

  • Something to look up to.
  • Something to look forward to.
  • A (common) hero to chase.

Whereas much recent content has focused on addressing consumers’ challenges and pain points, visionary content is more aspirational, future-thinking, and goal-oriented. 

It provides users with a vision of the future, an appetite for new ideas, and a call to look beyond their current condition. 

In Rose’s words, visionary content “lights the spark of inspiration.” For example, this could be: 

  • A sustainability brand sharing its vision of a zero-waste future.
  • A financial service company talking about the benefits of decentralized finance and what that might mean for society.

Visionary content allows brands to shape industry conversions rather than react to them. 

It helps nurture a loyal and engaged audience that looks to the brand for innovation, inspiration, and guidance. 

For brands looking to capitalize on visionary content, this means creating content that’s future-thinking, often conceptual and gives users a vision of what’s possible. 

2. Leverage short-form video for maximum reach

Short-form video formats like Instagram Reels and YouTube Shorts are nothing new, but their prevalence and importance are expected to ramp up in 2025. 

This is due in no small part to the “fast-paced nature of online consumption,” as highlighted by Forbes. 

Today’s users consume content at a rapid pace, looking for digestible information that’s easy to watch and even easier to share. 

Delivering value in bite-sized videos has allowed brands to reach more eyes in less time and increase the virality of their content. 

An economical way to create more short-form videos at scale is to repurpose long-form videos into soundbites. 

This often involves creating videos for YouTube (where there is evergreen, organic value) and then circulating shorter clips via Shorts, Reels, TikTok, etc.

Industry disruptor Gary Vee is a prime example of this, as he routinely publishes long YouTube videos, cuts clips of these videos, and reposts them on social media. 

If you manage multi-channel campaigns for clients, you can leverage a similar approach without creating unique, short-form videos.

From scriptwriters to video editing software, AI tools will make it easier for brands to generate short video content at scale.  

Dig deeper: The future of SEO content is video – here’s why

3. Optimize content for large language models (LLMs)

Until recently, SEO largely focused on optimizing for search engines like Google. 

However, with the emergence of large language models (LLMs), there’s more “digital real estate” to optimize and maximize organic traffic. 

This shift has given rise to LLM SEO, which focuses on enhancing content visibility and ranking within AI-driven search engines.

The results of LLM SEO mechanics can be seen when you conduct a Google Search and Google Gemini (Google’s AI model) surfaces summarized results. 

These results are pulled from websites that may be purposely (or inadvertently) utilizing LLM SEO.

What does that mean for you?

In addition to traditional SEO efforts, it may be beneficial to deploy LLM-specific strategies. 

While this area of marketing is still in its infancy, some strategies that have emerged include:

  • Implementing structured data markup in website content to help search engines and LLMs better “read” and interpret the information.
  • Incorporating contextual “cues”, via keywords (focus on semantic relevance and authoritativeness), in your content for LLMs to better understand what your content is about and how it relates to a user’s search. 
  • Consistently citing relevant and reputable sources via links, with up-to-date information from legitimate publications. This can increase the “trust” factor in SEO, making it more likely that LLMs will assess your content as reputable. 

Stay attuned to developments in LLM SEO to maximize your content’s ranking and traffic potential.

Dig deeper: Decoding LLMs: How to be visible in generative AI search results 

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4. Build high-performance content teams

The true power of content performance lies in the team. 

Without passionate and experienced people driving the strategy, even the best tactics can fall flat. 

People bring everything together – from conceptualization to execution to measurement and improvement.

Marketers rated having “high-performing team members” as the second leading factor in their content marketing success (second only to “understanding [one’s] audience”), per CMI’s recent report.

CMI survey on content marketing success

The same study reported that 86% of marketers have a dedicated content marketing team or staff person.

Building the right content team is a top priority for marketers and brands heading into 2025. 

Over-reliance on automation, tools, or contracted writers can lead to a fragmented strategy.

It’s essential to have someone steering the content’s focus, goals, and priorities.

What should you be looking for when it comes to building a team?

For one, diversity of experience. 

Look for team members who bring diverse skills, from SEO to copywriting to social media marketing, and can apply this experience to develop a robust content marketing plan.

Additionally, seek out team members who are collaborative and encouraging. 

You will want a content team that feels empowered to share new ideas, support each other, and stay attuned to emerging trends in your space. 

5. Apply psychological concepts to content

Personality psychology has many applications in content creation and marketing. 

By understanding key psychological principles, you can tailor messaging to better meet the needs of specific consumer profiles.

The study of personality types can help predict user motives, understand behavior, and craft more effective messaging. 

This leads to content that resonates more deeply with target audiences, boosting engagement and driving conversions.

In 2025, I expect psychology to play a bigger role in marketing, from analyzing Google search behavior to crafting compelling stories and influencing user actions. 

Explore psychological insights to better understand how users navigate the web and make purchasing decisions – and how to apply this knowledge to content marketing.

Dig deeper: Content creation: A psychological approach

6. Differentiate your brand by balancing AI and human content

AI-generated content has been a hot and controversial topic in recent years.

You’ll find countless technologies that leverage AI-driven algorithms and concepts, expanding across sectors like SaaS, data analytics, and SEO. 

Meanwhile, content purists remain resistant to AI-generated videos, art, blog posts, and more.

And then there’s everyone else in between.

Amid these polarized views, a growing trend is resistance to AI-generated content. 

Some consumers are put off – or even jaded – by AI content that lacks originality, personality, and authenticity. 

Conduct a casual search for conversations around AI, and you’ll find many articles and posts demonstrating the same. 

One report found that half of consumers see the use of AI as a “turnoff.”

AI-assisted content creation isn’t going away. It has its place. 

However, rejecting it could become a competitive differentiator for brands. 

Some may take an ethical stance against AI – promising never to use AI-generated content – which could resonate with audiences who prefer human-created work. 

For example, Dove has stated that they will never use AI to represent human bodies in their ads.

Each brand must decide if this stance aligns with their goals and values, as neither choice is inherently better. 

However, given the ongoing debate, more brands are likely to take a stand on AI content soon.

While these trends are not set in stone, there are clear signs they will be relevant in 2025. Only time will tell how they will unfold. 

Stay curious, keep testing, and listen to real-world conversations – often, the best insights come from the people we aim to serve.

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New in Google Demand Gen Ads: Automatically create short videos

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Google Ads is launching a new video enhancement feature for Demand Gen campaigns. The update automatically creates shorter versions of existing video ads to better engage diverse audiences.

Details:

  • The enhancement will automatically generate condensed versions of existing video ads.
  • The feature will be enabled by default across all Google Demand Gen ad campaigns.
  • Advertisers have until March 10 to opt out of the automatic enhancement.

Why we care. Short-form content consistently captures higher engagement, especially on mobile and social platforms. By automatically generating shorter video versions, this could aid in reaching diverse audiences without the added cost or effort of creating new content. This update is a low-effort way to maximize ad performance and stay competitive in an increasingly fast-paced digital landscape.

However, it may be so low effort that quality would need to be closely monitored. Be open to test but ensure the outputs match the message your original video is trying to send across.

How it works. You can manage the enhancement through ads.google.com or by working with their Google sales representatives.

First seen. This update was first brought to our attention by PPC expert Julie Friedman Bacchini, who shared the message she received from Google about this message on X:

What’s next. You have approximately one month to evaluate the feature and decide whether to keep it enabled for your campaigns.

The big picture. The feature arrives as social media platforms and advertisers increasingly pivot toward short-form video content to capture fleeting consumer attention spans.

Between the lines. This move signals Google’s growing investment in AI-powered advertising tools, helping advertisers maximize reach without increasing creative production budgets.

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7 ways to increase SEO revenue without losing clients

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7 ways to increase SEO revenue without losing clients

With marketing spending down and Google reporting higher earnings, we know that SEO is a tough sell.

Below are seven proven methods to increase clients’ payments for SEO (and the value they receive).

First, a word on value

Before I provide solid ways to increase revenue, we need to discuss value and price.

Humans are hard-wired to fear and avoid loss.

Loss aversion is heavily linked with SEO because it’s the “pay now, might gain later” of the marketing world.

So, as an offer, SEO is automatically less appealing than 99.9% of other marketing activities.

Knowing this, SEOs need to understand value like the back of their hands.

There are two components to price value:

  • Acquisition utility: The value you get from the product or service.
  • Transaction utility: How good of a deal you feel you are getting.

Research shows that losing money triggers the same area of the brain as physical pain, making financial loss feel psychologically distressing.

This is a key challenge for SEO as a service. Clients are naturally cautious, which affects how they perceive its value. 

As a result, SEO pricing tends to remain low across the industry.

I’d say businesses spend more on their Christmas party than they do their SEO.

That’s not to say we can’t increase the price we charge and earn from SEO.

It’s a gentle reminder that SEO often scares clients, especially if they are not the business owner.

Staff put their professional reputation on the line when choosing an SEO agency. 

Knowing all the above, here are seven tried-and-tested methods to increase your revenue from clients.

1. Break down your services to reduce client risk

All agencies want to have retainers, but this can create barriers.

When you ask the client to commit to a large sum but to spread that money out, this can raise alarm bells.

The compound cost of retainers can add up, and prospects look at cancellation clauses and think, “I could sink $15,000 on you and have nothing to show for it.”

To avoid this, the first concept to cover is splitting services.

Service splitting involves breaking what you do into core deliverables or projects.

This means that clients are only on the “hook” for specific elements, and they can leave at any time they wish.

Sadly, this makes forecasting hard for agencies as payments are not monthly.

Still, it can increase conversion rates, and if you price differently, you can make more revenue in stages.

2. Sell SEO strategy as a standalone service

The next key aspect to consider is separating SEO strategy and selling it as its own service.

Many agencies rush this process, often reducing strategy to nothing more than a basic to-do list with little competitive analysis or critical thinking.

By offering strategy as a standalone service, you can price it higher – charging for your time, expertise, and insights.

Dig deeper: 8 SEO costs that impact your ROI

3. Offer link building as an upsell, not an inclusion

Many SEO retainers are built with links included in the retainer. This makes your retainers seem more valuable (SEO service + links).

But by selling links as a separate service, you can price at a higher additional level.

This isn’t about delivering less value for a higher price; it’s about offering more value at a higher price and giving clients options.

4. Consider digital PR to add more value

Selling digital PR has taken off over the last few years, and for good reason. It works.

While I don’t want to flood the industry with fake PRs dressed as SEOs, digital PR is a good service to offer clients alongside your SEO deliverables.

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5. Monetize advanced analytics and insights

Most people will do reporting as standard, but much data and insights go unreported.

You can offer advanced analytics services, from set-up to detailed reporting and, more importantly, insight.

Because it’s the insight that people are often interested in the most.

One agency I know charges $2,000 for analytics reports on top of the SEO work.

6. Use SEO sprints to generate quick wins and revenue

SEO sprints allow clients to see results quickly by focusing on intensive, short-term efforts. 

While they are less common in the age of AI, some agencies still offer them.

How does it work? 

Clients pay a fixed fee for a large body of work to be completed as quickly as possible. 

This can include technical sprints, content sprints, or other focused projects – all designed to deliver significant progress quickly.

Selling sprints can be an effective way to generate additional revenue while providing high-impact results.

7. Implement smart pricing strategies to maximize client spend

Pricing is the most significant factor, which is why I’ve saved it for last.

There are many ways to approach it – the simplest is to boost revenue by increasing your prices.

But how?

Over the years, I’ve heard many ways to do this, but here are some solid methods.

Increase pricing by 10% for each pitch

Many struggle with imposter syndrome, which can hold back their confidence in pricing higher.

To defeat this, increase your prices by 10% each time you pitch until someone says no.

Once they say no, ask why, and then reduce by 10%.

The aim is to continue doing this until you reach your highest price and know the market cannot tolerate any higher.

Price architecture

This is a big subject that we don’t have time to go into detail, but essentially offer more than one price and offer.

Often seen in the SaaS market, you combine offers and pricing to create a tiered system.

Call it bronze, silver, or gold service levels if you like.

The point is that the client can pick an option that suits them but is designed to suit them.

Premium offer

Again, this is a version of price architecture.

But here, you have an ultra-high premium offer designed to make your other offer seem more reasonable.

You can have a “deluxe SEO service” at a high cost. But you show them your standard offer next to the deluxe option you give clients.

This gives them a choice, making your standard offer more appealing.

The battle in SEO will involve pipeline and sales for the next year or so. 

As the economy continues to grow at a snail’s pace, or worse, possibly contract. You will need methods to increase revenue.

Using any or a combination of the tactics above can yield more profit, which you can then invest back into pipeline development.

Because without increased profit, pipeline development can be a challenge.

Dig deeper: How much does SEO really cost

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Marketing attribution models: The pros and cons

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Marketing attribution models: The pros and cons

As third-party cookies phase out, measuring marketing performance is becoming more complex. 

Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one requires understanding their differences. 

For instance, Google Analytics doesn’t capture LinkedIn lead gen forms, while multi-touch attribution (MTA) does. 

MTA, however, misses YouTube views and other upper-funnel initiatives MMM accounts for.

This article breaks down the pros and cons of:

Common attribution models: The pros and cons

1. Google Analytics (session-based attribution)

Google Analytics focuses on user sessions and uses different attribution models (e.g., last-click, first-click, or data-driven) to assign credit within a session.

The pros

  • Granular data: Provides detailed insights into user behavior at a session level.
  • Customizable models: Allows marketers to choose or customize attribution models to fit their business needs.
  • Real-time tracking: Captures real-time user interactions, offering immediate feedback on performance.
  • Cross-channel insights: Integrates data from multiple channels (organic, paid, referral, etc.), enabling better cross-channel analysis.

The cons

  • Limited to owned data: Relies on first-party data, making it less effective in environments with poor tracking (e.g., cookie restrictions, blocked JavaScript).
  • Bias toward measurable interactions: Doesn’t account for offline or untrackable influences (e.g., word of mouth).
  • Session-centric focus: May overlook the broader customer journey, especially for longer purchase cycles.

Dig deeper: Your guide to Google Analytics 4 attribution

2. Advertising platforms (click and impression-based attribution)

PPC platforms like Google Ads and Facebook Ads attribute conversions to clicks or impressions tied to their specific ads.

The pros

  • Channel-specific insights: Provide detailed performance metrics for individual ad platforms. 
  • Immediate ROI tracking: Excellent for tracking direct-response campaigns and performance-based advertising.
  • Impression data: Includes visibility data even if the user doesn’t click, allowing for broader analysis of brand awareness.

The cons

  • Walled gardens: Each platform operates within its ecosystem, often overstating its role in conversions because of a lack of cross-platform visibility.
  • Overlapping attribution: Different platforms may claim credit for the same conversion, leading to double-counting.
  • Short-term focus: Often overemphasizes direct clicks and conversions, neglecting long-term brand effects or multi-touch journeys.

3. Multi-touch attribution

MTA assigns credit to multiple touchpoints leading to a conversion rather than just the first or last interaction. 

It’s typically based on clicks (sometimes impressions) but does not account for branding initiatives.

The pros

  • Comprehensive view: Captures the contribution of each touchpoint in the customer journey.
  • Optimizes campaigns: Enables better budget allocation by highlighting impactful channels.
  • Customizable models: Supports various methods like linear, time decay, or algorithmic models.

The cons

  • Complex implementation: Requires advanced tracking and integration across channels.
  • Tracking limitations: Cookie restrictions and data silos can hinder accuracy.
  • Data overload: Processing and interpreting the vast amount of data can be challenging for smaller teams.
  • Branding blindness: As noted above, branding campaigns without measurable clicks or impressions (think: anything analog, out-of-home, etc.) aren’t included in the analysis.

Dig deeper: How to evolve your PPC measurement strategy for a privacy-first future

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4. Salesforce (CRM-based attribution)

Salesforce uses CRM data to track the entire customer lifecycle, from lead generation to sales and retention, offering attribution for both online and offline interactions.

The pros

  • Full-funnel view: Tracks interactions across sales, marketing, and customer service.
  • Offline and online integration: Combines offline (e.g., in-person sales) and online data.
  • Custom reporting: Highly customizable to align with specific business goals.
  • Retention and LTV insights: Tracks post-conversion metrics like customer lifetime value (LTV).

The cons

  • Data dependency: Relies heavily on accurate and comprehensive data entry and segmentation across departments.
  • Complexity: Requires integration with other systems and significant setup effort.
  • Delayed feedback: May not be as real-time as tools focused on web analytics.

Dig deeper: Advanced analytics techniques to measure PPC

5. Shopify (ecommerce attribution)

Shopify tracks customer interactions and sales on its platform, offering insights into purchase behavior and campaign performance.

The pros

  • Ecommerce-specific: Tailored for tracking online purchases, abandoned carts, and revenue.
  • Seamless integration: Works natively with Shopify stores, requiring minimal setup.
  • Real-Time metrics: Provides immediate insights into sales and campaign performance.
  • Built-in tools: Integrates with marketing apps and channels like email, Facebook, and Google.

The cons

  • Limited cross-channel insights: Focuses mostly on Shopify-driven interactions.
  • Dependent on Shopify ecosystem: Not ideal for businesses with significant offline or non-Shopify sales.
  • Cookie reliance: Affected by privacy restrictions and tracking limitations in browsers.

6. Media mix modeling (spend-based attribution)

This approach uses statistical models to analyze the relationship between marketing spend and business outcomes (e.g., sales).

The pros

  • Holistic view: Captures the impact of all marketing efforts, including offline channels (TV, radio, print).
  • Long-term impact analysis: Accounts for brand-building activities and delayed conversion effects.
  • No cookie dependency: Not affected by digital tracking restrictions, as it’s based on aggregated data.

The cons

  • Delayed insights: Results are retrospective and require substantial historical data, making it less suitable for real-time decision-making.
  • Complexity: Requires expertise in data science and advanced modeling techniques.
  • Aggregation loss: Lacks granularity, as it focuses on high-level trends rather than individual user behavior.

Dig deeper: Why marketing mix modeling is crucial in 2025 and beyond

Which should you choose?

No single attribution model is perfect. 

The best approach is to understand what each model captures (and what it doesn’t) so you can combine them strategically. 

Here’s a quick breakdown of when each model works best:

  • Google Analytics is great for overall session-based behavior insights.
  • Ad platforms are ideal for optimizing campaigns within their ecosystems – all the way to the ad level.
  • MTA provides a nuanced view of the digital customer journey, and helps mitigate overlapping attribution across channels.
  • Salesforce is powerful for tracking the customer journey, including offline interactions and evaluating lead quality.
  • Shopify excels in ecommerce-specific insights for merchants within its platform, such as distinguishing one-time purchases and subscriptions.
  • Media mix modeling is suited for strategic, omnichannel decision-making and accounts for the entire customer journey, from branding to down-funnel activities. 

The best attribution strategy: A balanced approach

At my agency, we love to run MMM regularly to give branding initiatives the credit they deserve, helping to fine-tune marketing strategies for long-term success. 

However, no single model is sufficient on its own. 

The best approach is integrating multiple attribution tools for a more complete view of marketing performance across platforms and touchpoints.

Attribution is an inexact science. It requires ongoing testing and adjustments. 

Start by aligning on the KPIs that matter most to your marketing team, then choose the models that best assess your campaign success.

Dig deeper: 5 PPC measurement initiatives to set yourself up for 2025 success

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The top Super Bowl 2025 ads released before and during the game

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The top ads released before and during Super Bowl 2025

Last week, Avinash Kaushik said, “The best way to make a Super Bowl ad effective is through ‘spike and sustain’ marketing.” 

He also explained that releasing teasers, ads, and extended versions before the Big Game is part of the “sustain” strategy, building momentum ahead of the “spike” in viewership. 

Super Bowl LIX drew 113 million viewers, according to Nielsen.

Many brands embraced this strategy, unveiling their commercials early to build buzz and maximize exposure. 

By midday Sunday, more than 40 ads had already been released, and several organizations had analyzed those aired before Feb. 9.

Pre-game Super Bowl ads that made an impact

For example, iSpot.tv identified “Budweiser | Super Bowl LIX ‘First Delivery’” as the early winner based on consumer surveys. 

A young Clydesdale foal, eager to join the Budweiser delivery team, is told he’s too young. While the other horses depart, a keg falls off the wagon unnoticed. 

The foal, determined to prove himself, embarks on a long journey, pushing the keg through various obstacles. 

He successfully delivers the keg to the bar, interrupting a “horse walks into a bar” joke and impressing the driver who had dismissed him earlier. 

The foal is rewarded with recognition and a sense of accomplishment.

“Somebody | It Takes All of Us SB LIX,” which features players mentoring kids, was the most emotionally resonant and attention-grabbing Super Bowl ad released before the Big Game, according to DAIVID. 

It evoked intense positive emotions in over half of viewers, particularly feelings of warmth, inspiration, and pride, all significantly higher than the U.S. average. 

The ad also held viewers’ attention better than average ads, both at the beginning and the end.

And Sprout Social‘s social media analysis showed strong performance for “A Century of Cravings | Uber Eats.” 

Their successful celebrity-filled advertisement features Matthew McConaughey, Charli XCX, and Martha Stewart and cleverly incorporates the stadium’s name into a joke about Stewart’s Caesar salad.

The best Super Bowl ads released during the Big Game

Some of the roughly 80 Super Bowl spots cost a record $8 million for 30 seconds this year, per the Associated Press. 

The granddaddy of rating TV commercials during the Big Game, “Budweiser | Super Bowl LIX ‘First Delivery’” ranked no. 1 with a score of 3.56 out of 5, according to USA Today’s Ad Meter. (Kudos to iSpot.tv for picking this winner ahead of time.)

In second spot was “LAY’S | The Little Farmer | :60,” with a score of 3.55. As the video’s description says, “One little potato. One big dream.”

In third place was “The ULTRA Hustle | Super Bowl LIX | Michelob ULTRA” with a score of 3.52. 

As the ad’s description declares, “You can’t out-hustle a hustler. Willem Dafoe, Catherine O’Hara, Sabrina Ionescu, Randy Moss, and Ryan Crouser.”

In fourth position was “Stella Artois | David & Dave: The Other David” with a score of 3.51. 

So, David Beckham goes to meet his long-lost twin, played by Matt Damon. 

What do they have in common? “A love for Stella? Fancy footwork?” 

Ranked fifth with a score of 3.49 was “Somebody | It Takes All of Us SB LIX.” Congrats to DAIVID for picking this winner ahead of time.

It’s also worth noting that “A Century of Cravings | Uber Eats” finished no. 8 in the USA Today Ad Meter rankings. Sprout Social’s analysis of social media was in the ballpark.

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Alternative metrics for evaluating Super Bowl ads

There are other ways to measure the top ads released during Super Bowl 2025.

For example, DAIVID used its AI-powered platform to analyze 65 Super Bowl ads aired Sunday night, predicting their emotional impact and effectiveness. 

Their AI models combine facial coding, eye tracking, survey data, computer vision, and even listening APIs.

“Somebody | It Takes All of Us SB LIX” was not only the most emotionally engaging ad of the 40+ spots released before the Big Game, but it also generated the most intense positive emotions of the 65 ads shown during Sunday’s Super Bowl broadcast. 

The ad attracted the highest attention levels of any spot shown.

In second place was “Jeep | Big Game | Harrison Ford x Jeep | Owner’s Manual.” 

As the video’s description acknowledges:

  • “Life doesn’t come with an owner’s manual – you have to write your own. And no one knows this better than Harrison Ford.” 

The ad attracted an intense positive emotional response from 54.2% of viewers, according to DAIVID.

In third was “What is Greatness?” from He Get Us.

The video’s description asks:

  • “Is being great, as our society defines it, really that great? Or is greatness quite the opposite of what we think it is? In this video, we explore how Jesus redefined true greatness and what it might mean for us. All of us.” 

And 53.3% of people had intense positive emotional responses.

“Own the Dream | Rocket” ranked fourth. The video’s description clearly states:

  • “Everyone deserves their shot at the American Dream.” 

This generated intense positive emotional responses with 52.6% of people.

In fifth place was “Pfizer | Big Game Commercial 2025 | Knock Out.” 

As the video’s description explains, “Pfizer is fighting for 8 cancer breakthroughs by 2030.” This triggered intense positive emotional responses from 52.3% of people.

It’s also worth noting that “LAY’S | The Little Farmer | :60” ranked no. 8 and “Budweiser | Super Bowl LIX ‘First Delivery’” ranked no. 10 in DAIVID’s list of Top 10 Most Emotionally Engaging Super Bowl 2025 ads. 

Different methodologies can still yield similar results.

However, DAIVID’s post-game analysis yielded significantly different insights than USA Today’s. 

Super Bowl 2025 ads were the least effective in five years, per DAIVID’s Creative Effectiveness Score. 

The average ad scored 6.2 out of 10, the lowest since 2020, generating less attention and positive emotion than previous years. 

While many advertisers aimed for humor, serious and purpose-driven ads dominated the top 10, with the NFL’s “Somebody” ad being the most emotionally engaging.

Ian Forrester, DAIVID’s CEO and founder, observed:

“With the vast majority of Super Bowl advertisers trying to make us laugh this year, it’s interesting that brands that stepped away from the usual Super Bowl celebrity/humor trope have attracted the most positivity. It shows just how hard it is to cut-through when so many are trying the same approach. With overall effectiveness also down, maybe it’s time brands tried something different to get people’s attention on game day.”

What’s next: Insights beyond the Big Game

In the coming days, digital marketers can expect more rankings from Kantar, System1, and other organizations analyzing the impact of Big Game ads on both performance and branding. 

These insights matter because metrics like Brand Life and Engaged-View Key Events can serve as KPIs for “spike and sustain” campaigns beyond the Super Bowl – whether for back-to-school season, Thanksgiving, or a major product launch.

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