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Looking beyond AI: 9 marketing principles that will always matter

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Concept of timeless principles

AI has fundamentally changed how people search and engage with information online. 

Features like AI Overviews may boost visibility, but they’ve also reduced clicks, leaving many websites with less traffic despite stronger rankings. 

Discovery no longer happens in just one place. 

It’s fragmented across search engines, social platforms, paid ads, and AI tools, creating a complex user journey that’s harder than ever to track.

As behavior shifts with these new technologies, search marketing is evolving in response. 

Yet while the platforms, tools, and touchpoints keep changing, the core principles of effective marketing remain the same. 

Marketers who stay grounded in these fundamentals will be best equipped to adapt and grow.

Here are nine timeless marketing principles that will hold steady – no matter how search evolves.

1. Focusing on search intent: Why people search 

Where people search and find information will continue to change over time as preferences for LLMs, social media, or video content shape where people go for answers. 

However, what remains constant is search intent. 

Users are always looking to:

  • Learn about something.
  • Navigate to brands they know.
  • Compare and evaluate different options.
  • Purchase or convert. 

Focus on the why behind a search – the intent driving it. 

The key question is whether your content aligns with that intent. 

If it doesn’t, you’re overlooking a critical driver of user behavior. 

When content matches search intent, users immediately recognize its value and engage, which is why intent should remain central to your marketing strategy.

2. The lasting value of brand recognition and loyalty

Even as AI continues to drive change in how companies reach their audiences, brand recognition and loyalty remain important pillars of long-term engagement and growth.

Discovery channels are shifting as people find brands through social media, search engines, paid ads, email, and more.

That’s why it’s important to continually reassess the customer journey and understand where your audience is finding you.

After discovery, your job is to highlight your unique value – what sets you apart from competitors and how you provide real value to your audience. 

Keep asking yourself:

  • Why should someone choose my brand?
  • What makes us stand out?

The clearer and more consistently you communicate this in the spaces that matter, the more you’ll earn trust, recognition, and reliability – all of which shape how people respond to your brand.

Brand loyalty isn’t automatic. It’s something you earn by building real relationships with your customers and consistently providing value. 

Loyalty creates long-term stability and growth, even as platforms and algorithms continue to shift. 

While search intent and brand recognition can attract new visitors, loyalty turns impressions into conversions and builds lasting customer lifetime value.

3. Knowing and understanding your audience

Beyond search intent and branding, truly knowing your audience is essential for long-term marketing success. 

Without that insight, you risk falling into “spray and pray” campaigns that waste resources and fail to connect.

Building clear audience personas helps you decide not just what campaigns and content to create, but how to present them in ways that resonate. 

That means understanding who your audience is, what motivates them, their pain points, their values, and where they spend their time. 

These insights form the foundation of a strategy built to genuinely connect with your audience.

Dig deeper: SEO personas for AI search: How to go beyond static profiles

4. Trustworthiness is currency

Even if your content matches search intent and your brand is well recognized, audiences won’t engage without credibility. 

This matters even more today, as AI tools summarize information and highlight only the most trustworthy sources. 

Both search engines and AI prioritize trust signals. But for users, those signals are everything.

Expertise, consistency, transparency, and reliability are what build that trust. 

People want to feel confident that your brand will deliver on its promises and provide lasting value. 

When they believe you’re dependable, they’re more likely to engage, return, and recommend your brand to others.

Get the newsletter search marketers rely on.

See terms.

5. Customer service and experience drive perception

Today, customer service is inseparable from brand experience. 

Every interaction – whether answering a support ticket or replying to a social media comment – shapes how people perceive your credibility and value.

Testimonials and reviews create a powerful feedback loop: one story sparks another, influencing how others view your brand. 

Campaigns can drive visibility, but audiences still turn to peer reviews on platforms like Reddit to validate those impressions and decide whether to trust you.

Audience sentiment has become its own form of publicity. 

With user-generated content (UGC) shaping perception and AI systems relying on reviews and sentiment signals to recommend brands, customer experience is now a direct driver of both reputation and visibility.

Dig deeper: How to use SEO and CX for better organic performance

6. Good user experience supports conversions

A core principle that hasn’t changed is the need for an optimized user experience. 

When someone lands on your site, the page should minimize friction in the buying journey. 

Whether visitors arrive through ads or organic search, they need clear conversion paths that guide them smoothly forward.

Audiences expect ease and clarity when looking for information or taking action. 

Slow load times, unnecessary clicks, or confusing layouts increase drop-offs, abandoned forms, and carts – leaving users frustrated.

A good user experience makes the journey to conversion as effortless as possible. 

Done well, it not only boosts conversions but also builds satisfaction and trust.

7. Mobile-first experiences: Meeting users where they are 

AI may be transforming how people search, but mobile devices remain the primary way users access and engage with brands. 

For many, the first interaction with your brand happens on a phone.

That’s why user experience must extend beyond conversion paths.

It also has to be fully optimized for mobile. Otherwise, you risk frustration, lost trust, and missed conversions.

Mobile users abandon sites that load slowly, require pinching and zooming, use hard-to-tap buttons, or rely on clunky forms.

Even a few seconds of delay or disruptive layout shifts can cause drop-offs.

And because search engines prioritize mobile-friendliness, optimizing for mobile isn’t just about usability. It also directly impacts rankings and visibility.

8. Accessibility is essential

Accessibility is a core part of creating inclusive experiences for your entire audience.

In the U.S., it’s also a legal responsibility. 

Making your site accessible means adding features like:

  • Screen reader compatibility.
  • Alt text for images.
  • Strong color contrast.
  • Keyboard navigation.

If accessibility is overlooked, you risk excluding parts of your audience and facing ADA lawsuits.

But when you design with accessibility in mind, you reach more people, strengthen trust, and ensure everyone can engage with your brand.

9. Quality content and authority still define success

No matter how search evolves, quality content and authority remain the foundation of visibility and trust. 

Algorithms may shift and discovery channels may change, but users will always value content that is accurate, relevant, and genuinely helpful.

Authority is earned over time by:

  • Consistently publishing original, reliable content.
  • Being cited by other trusted sources. 

The more credibility your brand builds, the more likely users (and search engines) are to consider you a worthwhile recommendation.

Dig deeper: Mastering content quality: The ultimate guide

Marketing that lasts beyond AI

AI is transforming how people search and how brands reach them, but the fundamentals of marketing haven’t changed. 

What still matters is:

  • Understanding intent.
  • Knowing your audience.
  • Meeting them where they are.
  • Building trust and loyalty.
  • Delivering real value.

Technology and platforms will keep evolving. 

But the brands that stay grounded in these timeless principles will be the ones that adapt, grow, and thrive in the future.

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The Zero-Click Future: Winning In A World Where Google Doesn’t Send Traffic

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Take a few minutes to think about your website. Have you noticed your traffic dropping even though rankings haven’t really changed?

You’re not alone.

The rise of zero-click searches on Google and other search engines is upending what we consider SEO success and changing the game. AI Overviews, featured snippets, answer boxes…these give users what they need without clicking through to your website.  And for the most part, users have been somewhat satisfied. Almost 44 percent of marketers have seen decreased web traffic since AIOs launched, while 48 percent have seen revenue boosts from ads and affiliate links.

So, how do you stay relevant when Google keeps more traffic for itself? That’s what we’ve been trying to figure out for a while now, and it’s what we’ll share with you here. We’ll break down the zero-click future and give you real, actionable ways to grow your visibility and prove your value to build a thriving brand, even when clicks are scarce.

Key Takeaways

  • Zero-click searches are reshaping SEO success metrics. Traditional traffic-focused strategies need updating as Google and AI tools answer queries directly in search results, reducing site visits even when rankings remain stable. 
  • Multi-platform visibility beats single-channel dependence. Success requires optimizing for AI citations, featured snippets, and expanding presence across TikTok, YouTube, Reddit, and other search destinations where your audience seeks answers. 
  • Authority and original content drive AI citations. Brands that invest in proprietary research, expert commentary, and structured data are more likely to be quoted by AI tools and featured in zero-click results. 
  • First-party data becomes your competitive advantage. Building direct relationships through email lists, CDPs, and owned media channels protects against algorithm changes and platform dependency. 
  • New success metrics matter more than clicks. Track impressions, brand mentions, AI visibility, and social engagement rather than relying solely on last-click attribution to measure zero-click performance.

What Are Zero-Click Searches?

A zero-click search gives users the answer directly in the search results. Featured snippets, AI Overviews, local packs, and “People Also Ask” boxes are all examples of zero-click search results.

An AI overview example.

These features are (mostly) great for users because they meet their needs immediately. That improves user satisfaction. Marketers can benefit, too; a zero-click result has the upside of brand visibility in prime real estate. The downside is fewer site visits and opportunities to convert visitors.

People Also Ask results in Google.

If you’re a marketer, understanding this shift is critical. Knowing how zero-click search features work can help you shape your content for inclusion and maintain your relevance, even if traffic declines.

Why Zero-Click Is Taking Over

Platforms like Google, Bing, and AI-driven tools want to keep users within their ecosystem. By providing instant answers, they reduce the need for users to click through. Social media platforms have also become search destinations; TikTok, Instagram, and YouTube answer queries in-app.

Social media variants of search.
Searches on Google.
Searches on YouTube.

Why are these companies doing this? To serve ads, mainly. Meta and Google can continuously serve you ads based on your search history and behavior by keeping you on their platforms. The longer you’re there, the better the chance that you’ll click an ad and give them revenue.

The downside of the trend is that it pushes brands to compete for attention across multiple discovery channels. You can no longer rely on just paid search or earned media alone. Adapting to this new reality isn’t optional, either. You have to understand where your audience searches and tailor content for those environments.

The Cost of Ignoring Zero-Click

Ignoring zero-click can quietly erode your digital presence until the impacts become impossible to reverse. The most obvious loss is website traffic, but there are other consequences:

  • Reduced brand visibility: When your content fails to appear in AI overviews, knowledge panels, or other SERP features, someone has to fill that space: your competitors. That can shift user perception and recognition, leaving you wondering where everyone went.
  • Lower engagement throughout the funnel: Without TOFU (top of funnel) visibility, your middle- and bottom-of-funnel efforts can struggle. Fewer people enter your ecosystem, which makes it harder to build relationships or drive conversions.
  • Weakened authority signals: AI models and search algorithms favor content that’s already been featured or cited. You risk being left out of future citations if you’re not part of that pool. That can start a spiral that reduces your credibility in the eyes of both machines and users.
  • Missed data and audience insights: When users find answers elsewhere, you lose the behavioral data from on-site engagement. That limits your ability to refine messaging, test offers, and personalize experiences.
  • Potential revenue decline: Reduced visibility and engagement inevitably lead to fewer leads, sales, or ad impressions. The financial impact compounds over time.

Failure to adapt to zero-click realities means you give up control over how and where your brand appears in the search experience.

How to Actually Win in a Zero-Click World

We know you should ignore zero-click searches at your own peril. But how do you actually win in this environment? You can succeed by shifting focus from chasing clicks to ownership of the answers that matter to your audience.

Optimize For AI & Snippets

Marketers benefit from higher visibility, and users benefit from faster, clearer answers. Structured content makes it easier for AI and search engines to feature you.

For example, a travel website creates a “Top 10 Things to Do in Milwaukee, WI” guide with schema markup for attractions, ensuring Google can pull quick answers for users who ask for “things to do in Milwaukee.” That gives the user an instant list while showing your brand as a trusted source. In practice, that looks like:

  • Applying schema markup for FAQs, how-tos, and reviews.
  • Creating content hubs with strong internal linking.
  • Adding concise summaries to the start of articles.
  • Using descriptive headers for each section.

Be Worth Quoting

AI summaries and featured snippets favor credible, unique content that adds value. Marketers gain authority while users get richer information they can trust.

Let’s say a leading SaaS company publishes a report with proprietary industry data. AI pulls statistics from the report to answer users’ questions, associating your brand with expertise. To get started, consider:

  • Conducting original research and sharing the results.
  • Adding expert commentary from internal or external subject matter experts.
  • Including case studies with measurable results.
  • Using side-by-side comparisons to simplify decision-making.

Double Down On Brand Authority

Being a recognized authority helps you get cited by AI tools and SERPs. Marketers benefit from constant exposure, and users gain confidence in your answers. Pitch newsworthy stories to journalists at reputable top-tier or hyper-relevant industry publications to reap the best benefits. If your brand strategy isn’t taking advantage of considerable outreach, you’re leaving money (and recognition) on the table.

For example, a health clinic might contribute expert articles to high-profile medical sites. As AI tools look for health-related information, your clinic’s name is seen as a trusted source. But how do you act on this? Take steps to:

  • Build digital PR efforts to secure mentions on authoritative websites.
  • Get Wikipedia references where appropriate.
  • Encourage positive user reviews.
  • Earn high-quality backlinks.
  • Maintain consistent branding across all content.

Create Click-Worthy Content

Even in a zero-click environment, some users want more detail. Marketers benefit by attracting those motivated visitors, while users gain access to in-depth resources. The trick? Thinking outside the traditional “blog” mindset. Imagine a marketing blog that offers an interactive ROI calculator in an article about ad spend. The snippet could show basic tips, but the tool requires visiting the site. That encourages deeper engagement. To help build said engagement, start by:

  • Offering exclusive tools, downloads, or templates.
  • Create comprehensive guides beyond snippet length.
  • Write meta descriptions that spark curiosity.
  • Add visuals, charts, and examples that don’t appear in SERPs.

Think Beyond Google To New Search Frontiers

Search is everywhere. Your audience is looking for answers in places like TikTok, Reddit, YouTube, Instagram, and AI assistants. Expanding your reach to touch those places involves being proactive. Repurpose existing blog content into short videos. Answer niche questions in online communities or forums. Optimize for video search on YouTube. Format all content for AI readability.

Diversifying your search presence ensures you don’t depend on a single platform’s algorithm. Users benefit from getting answers in the format and channel they prefer. Think of cooking brands that post recipe videos on TikTok for quick inspiration but provide detailed video instructions on YouTube and long-form written directions on their blog for those who want step-by-step guidance.

Need platform-specific tips? Try implementing the following:

  • TikTok: 3-second hook + trending hashtag + text overlays with key terms 
  • Reddit: Target 10K+ member subreddits, provide 150+ word helpful responses 
  • YouTube: Add timestamps, chapter markers, and upload transcript files

How To Track And Measure Zero-Click Success

Measuring success in a zero-click world requires a shift from last-click attribution to metrics reflecting visibility and influence.

Start with impressions in Google Search Console to see how often your content appears in SERPs. Monitor AI visibility with tools like RankScale or BrightEdge to identify when your content is cited in AI Overviews or snippets. You can also use social listening tools to track brand mentions across the web and social platforms. Pay attention to referral traffic from AI tools as a sign of indirect engagement.

The HubSpot Interface.

Adding social engagement to reporting helps measure how often others share or discuss your answers. For NP Digital clients, we often combine these data points into a custom dashboard to track both traditional and emerging search performance. This helps identify which tactics keep your brand visible, even when others aren’t clicking through.

Looking for a place to start? Set up the following:

  • GSC alerts for 20 percent impression drops on top keywords 
  • Monthly scorecard: 1 point per featured snippet, 2 points per AI citation 
  • Baseline metrics: Track impressions, average position, brand mentions

First-Party Data: Your Secret Lifeline

First-party data is one of the most valuable assets you can own, especially in the zero-click era. When platforms control visibility, having a direct line to your audience lets you reach them without depending on changing algorithms or SERP features.

Building this database often starts with gated content like whitepapers, templates, or exclusive tools to encourage email and SMS opt-ins. Every sign-up gives you an owned channel to nurture.

A Customer Data Platform (CDP) can unify insights across those touchpoints (email, purchase history, webinar attendance) into one profile. This makes it easier to segment audiences and send targeted, relevant content.

Microsoft's Customer Data Platform.

Microsoft’s Customer Data Platform allows companies to deliver a personalized B2B experience.

Interactive content like quizzes and surveys can help boost sign-ups while providing valuable insights into user preferences and intent. Pair this with regular, high-value email communication that delivers tips or updates to hit what your audience actually cares about. Of course, none of that matters if you’re not tracking what works. As you implement, consider the following implementation checklist:

  • Exit-intent popups on your top 10 pages with topic-specific lead magnets
  • A/B test opt-in placement: sidebar vs. mid-content vs. bottom
  • Progressive profiling: Collect 2-3 data points per interaction
  • Target: 2-3 percent email signup rate from organic traffic

Why does all this matter?

Marketers reduce vulnerability to external platform changes while users get more personalized, useful content based on their real interests and behaviors. Over time, this will strengthen loyalty, improve conversions, and create a direct relationship that no search update can ever take away.

FAQs

What are zero-click searches?

They are searches where users get their answers directly in the results without visiting a website. They can include structured snippets, AI Overviews, FAQs, and more.

Is zero-click traffic increasing?

Yes. Search engines and AI features are designed to give answers faster, reducing the need for clicks. In addition, companies are prioritizing search results that keep users on their platforms instead of going off-site for answers.

How do I get value from zero-click searches?

Prioritize visibility, authority, and multi-channel presence. Structured data and unique, authoritative content can help provide this kind of value to your audience.

Conclusion

Thriving in a zero-click future means focusing on being seen and trusted wherever the answers are delivered. Publish content that earns citations and create experiences worth engaging with. Developing a content strategy that meets your customers everywhere they search is only half the battle. To create lasting impacts, you’ll need to track the metrics that reflect real visibility and do everything you can to capitalize on those numbers.

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Ecommerce copywriting tips & frameworks that convert [+a free checklist]

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Product pages. Ads. Emails. Headlines. Every word you publish either builds momentum or loses it. Great ecommerce copy does more than describe a product. It earns trust, sparks emotion, and clears doubt. Most importantly, it helps someone say yes with confidence. This guide includes 20 practical, proven tips to sharpen your copy across strategy, product pages, persuasion, and retention. They’re not theory. Just tested techniques from brands that convert. 

Table of contents

And there’s more: Want the full 40?  Get the 20 bonus tips straight to your inbox by signing up here. 

How to choose the right copywriting framework and emotional trigger 

Before you write, choose two things: 

  1. A framework to guide structure 
  1. An emotional trigger to shape tone and persuasion 

These decisions will shape every line of your copy. 

Copywriting frameworks 

1. AIDA: Attention, Interest, Desire, Action 

AIDA is the foundational copywriting framework that guides prospects through a systematic journey from awareness to conversion. 

Best for: Landing pages, ads, hero sections. 

Why it works: It grabs attention quickly, builds curiosity, then shifts momentum toward a clear action. 

Example: Selling a portable espresso maker 

Attention: “Brew perfect espresso anywhere.”

Interest: “No plugs, no bulky machines, just fresh coffee in your backpack.”

Desire: “Get café-level crema in 90 seconds flat.” 

Action: “Order now and take 20% off your first brew.” 

2. PAS: Problem, Agitation, Solution 

PAS is the emotional powerhouse that transforms pain points into urgent buying decisions by first identifying problems and discomfort and presenting a solution.   

Best for: Pain-point-driven products or comparison pages.

Why it works: It starts by naming the problem and digging into the frustration, then offers your product as the fix. 

Example: Selling an anti-theft travel backpack 

Problem: “Worried about pickpockets on your next trip?” 

Agitation: “One stolen wallet can ruin your entire vacation and most zippers do not stand a chance.” 

Solution: “Our backpack has cut-proof fabric, hidden zippers, and lockable compartments to keep you safe on the move.” 

3. BAB: Before, After, Bridge 

BAB leverages aspirational storytelling to showcase transformation, painting a vivid picture of life improvement before positioning your solution as the bridge to that better future.   

Best for: Lifestyle or transformation-focused products.

Why it works: It shows life before and after the product, then connects the dots with your offer. 

Example: Selling a fitness app 

Before: “You used to skip workouts, feel sluggish, and waste time guessing what to do at the gym.” 

After: “Now your workouts are short, focused, and actually fun to stick with.” 

Bridge: “All it took was our guided 20-minute training plans built for real people and real schedules.” 

Emotional triggers 

Pathos: Emotion 

Best for: Beauty, lifestyle, wellness, identity-driven products.

Why it works: It speaks to how people want to feel or who they want to become. 

Example: Selling sustainable clothing 

“You are not just buying a shirt. You are choosing to show up for the planet and look good doing it.” 

Logos: Logic 

Best for: Tech, tools, performance-based products.

Why it works: It appeals to rational decision-making, like saving time, money, or hassle. 

Example: Selling noise-canceling headphones 

“Blocks 95% of background noise so you can focus faster and work smarter, backed by lab testing and a 2-year warranty.” 

Ethos: Trust and credibility 

Best for: Financial, health, professional, or safety-related products.

Why it works: People rely on authority or reputation to reduce risk.

Example: Selling skincare 

“Developed by dermatologists and trusted by over 1 million users worldwide because your skin deserves expert care.” 

Strategies for clearer copy 

Strategic copywriting transforms scattered messaging into focused communication that guides prospects smoothly through their buying journey.   

  1. Let structure guide flow: AIDA, PAS, BAB. Pick one and follow it through. Good copy is linear, not scattered. 
  1. Tone should match buyer intent: New visitor? Use clarity and reassurance. Returning shopper? Bring speed and confidence. 
  1. Give each section one job: Trying to explain, reassure, and upsell in a single block? Nothing will land. Break it up. 
  1. Answer doubts before they form: If shipping time, fit, or returns are common questions, surface them early in the copy. 
  1. Use a mix of logic, emotion, and visuals: Show how the product works, how it feels, and how it fits their life. 

Product copy tips for conversion

Product copywriting prioritizes outcome-driven messaging that shows customers exactly how their lives improve. It moves beyond features to paint vivid pictures of real-world usage scenarios. 

  1. Lead with the outcome: Start with what changes for the customer. Then explain how. 
  1. Put the product in a real moment: Don’t say “compact.” Say, “Fits in your jacket pocket on a rainy commute.” 
  1. Use bullets to speed up decisions: List what is included, what it is made of, and who it is for. Keep it snappy. 
  1. Write purposeful alt text: Describe what the image shows and how it ties to the benefit. 
    Example: “Man hiking with a 40L waterproof pack. Rain visible, straps tight.” 
  1. Flag missing alt text during content analysis: It helps keep accessibility and SEO aligned without extra efforts.

What most ecommerce copy gets wrong 

A well-written text is polite. Descriptive. Sometimes clever. But it rarely decides or helps in conversion.

A Strong copy does not try to please everyone. It tells the right person, “This is for you.” It dares to be specific. It has an inviting glare and confidence to emphasize what matters and ignore what does not. 

Copywriting hooks and earns attention. It says, “Here it is, look.” SEO attracts keen onlookers. 

Good copy makes them stop and persuades them to be curious about more. The best ecommerce brands leverage both. Tools like Yoast SEO bridge the gap between conversion-driven copy and search visibility. 

Persuasion tips that feel natural 

Natural persuasion in copywriting focuses on building genuine connections through transparent communication rather than manipulative tactics.   

  1. Start strong: Put your main benefit above the fold. Do not hide the reason to care. 
  1. Use microcopy to ease tension: “No hidden fees” next to pricing. “We will never charge without asking” near the credit card field. 
  1. Only create urgency if it is real: “Only 3 left” works if it is true. False scarcity breaks trust. 
  1. Make subheads sell, not just organize: “Why 10,000 customers switched” says more than “Features.” 
  1. Precision beats cleverness: “Save 3 hours a week” converts better than “Boost productivity. 

Strategy Retention tips to boost trust 

Customer retention copywriting transforms one-time buyers into loyal advocates through strategic communication that demonstrates ongoing value and genuine care.  

  1. Make thank-you pages do more: Confirm next steps. Offer a bonus. Link to a useful guide. Do not waste attention. 
  1. Follow up with something useful: A setup guide, a pro tip, or a behind-the-scenes story is more valuable than a request for a review. 
  1. Treat onboarding like conversion 2.0: “You are 60 seconds away from setup” is better than “See instructions.” 
  1. Write policies with warmth and clarity: “If it does not fit, send it back. No stress.” Sounds like a human. That is the point. 
  1. Show loyalty some love: A personal thank-you after the third purchase can mean more than a 10 percent coupon. 

Final thoughts 

Forget clever. Go for clarity. Don’t be smart. Leverage curious questions. Think about what a customer wants.

Let them feel seen and heard. Forget perfection; strive for a connection. Keep your words simple. If your words help the right person say yes and the right searcher find your page, they have already done their job. That is where strong copy meets smart SEO. 

Want 20 more copywriting techniques that drive conversions? 

In Part 2, we’ll go deeper into: 

  • Advanced copywriting funnel;
  • High-impact product formatting ideas;
  • Persuasive phrasing that feels personal to the reader;
  • Loyalty copy that turns onlookers into trusted comrades.

The post Ecommerce copywriting tips & frameworks that convert [+a free checklist] appeared first on Yoast.

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10 free and paid SEO reporting tools for 2025

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Table of Contents

If you’re investing time and budget into SEO, you’ll want to know if it’s actually delivering results. That’s where SEO reporting tools come in. They take the guesswork out of your strategy by showing you what’s working, what isn’t, and where you should focus your efforts next. Without them, you’re left with assumptions, anecdotes, and gut feeling. That might work for a while, but it’s no way to grow a business.

Whether you need a free SEO report, a quick SEO report generator, or a professional-level dashboard for clients, the right tool will help you measure progress and make smarter business decisions. A solo blogger might just want to know which posts are attracting clicks, while a global agency might need to present polished reports to dozens of clients each month. The scale is different, but the principle is the same: reporting keeps you honest about what’s happening.

Read more: Beginner’s guide to SEO reporting

What is an SEO reporting tool?

An SEO reporting tool collects data about your site’s search engine visibility and turns it into insights. Think of it as your SEO dashboard. At its simplest, it might show which keywords your pages are ranking for. At its most advanced, it can track backlinks, crawl your entire site for errors, and pull together complex competitor benchmarks.

These tools save time by pulling in data automatically, but they don’t replace critical thinking. You still need to interpret what the numbers mean and decide what action to take. A sudden dip in traffic, for instance, could be caused by a technical error, a Google algorithm update, or even seasonality in your industry. The tool will show you the dip; it’s your job to work out why.

Some tools focus on one particular task, like crawling your website, while others are built as all-in-one suites. Below, we’ll look at 10 of the best SEO reporting tools available today, covering free and paid options for every kind of user.

Summary: best SEO reporting tools at a glance

Tool  Best for   Pricing 
Google Search Console  Beginners & site owners  Free 
Yoast SEO Dashboard  WordPress users  Free
Google Analytics  Behavior & conversion tracking  Free 
AgencyAnalytics  Agencies managing multiple clients  From $12/month per client 
Semrush  All-in-one professional SEO  From $139.95/month 
Ahrefs  Link building & competitive research  From $27/month 
Moz Pro  Beginners & SMBs  From $49/month (30-day free trial) 
Screaming Frog  Technical SEO & crawling  Free (500 URLs) or unlimited for £199/year 
Mangools  Solo marketers & freelancers  From €19.90/month when billed annually
BrightLocal  Local SEO & GBP management  From $29/month 

10 SEO reporting tools to choose from

1: Google Search Console (free)

Best for: Website owners who want a free, reliable way to track search performance and identify technical issues directly from Google.

Google Search Console is one of the most essential SEO reporting tools available, and it has the distinct advantage of being completely free. It tells you how your website performs in Google Search, showing impressions, clicks, and rankings for the queries that bring visitors to your site. It also alerts you to crawl errors, indexing problems, and mobile usability issues, so you can catch technical problems before they affect your rankings.

The data here is particularly valuable because it comes straight from Google. You’ll see which search terms trigger impressions, how often users click your site, and which pages are performing well. This makes it an excellent starting point for beginners, but it’s also a must-have for seasoned professionals. The drawback is that historical data is limited, and it doesn’t show you how competitors are performing. But for pure insight into your own search presence, it’s unmatched. 

Key features: Direct performance data, coverage and indexing reports, Core Web Vitals. 

Pros: Free, trusted first-party data, essential insights. 

Cons: Limited history, no competitor data. 

Price: Free. 

Read more: How to use Google Search Console: a beginner’s guide

2: Yoast SEO Dashboard (free)

Best for: WordPress users who want in-editor SEO guidance and ongoing optimization tracking.

Of course, we need to mention our own tool. And, yes, it’s right up at the top of the list but hey, we’re very proud of it. The Yoast SEO Dashboard sits right inside WordPress and gives you feedback as you write. It tracks readability, internal linking, and keyword optimization, helping you improve your content before you hit publish.

With the new Site Kit by Google integration, the dashboard becomes even more powerful. You can pull in data from Google Search Console and Google Analytics, meaning you don’t need to keep switching tabs to see how your content is performing. Instead, you get real-time feedback in the editor and clear reporting inside your WordPress dashboard.

This makes it especially useful for content teams who want SEO baked into their publishing process from the start. Rather than writing first and optimizing later, the Yoast SEO Dashboard guides you as you go, making it easier to publish content that performs.

Here’s why you’ll love this:

  • One view of GSC and GA metrics alongside Yoast SEO Dashboard and readability results.
  • Quickly spot content that needs work and act in context.
  • Lightweight workflow for both editors and SEO professionals alike.

Key features: Real-time SEO analysis, Google Site Kit integration, internal linking tools. 

Pros: Easy to use, directly in WordPress, improves content before publishing. 

Cons: Limited to WordPress. 

Price: Free.

Read more: Site Kit by Google integration in Yoast SEO

3: Google Analytics (free)

Best for: Marketers and site owners who want to understand on-site user behavior and measure the impact of SEO on conversion.

Where Google Search Console shows how users arrive at your site, Google Analytics shows what they do once they’re there. It’s a natural partner to GSC and together they provide a complete picture of SEO performance. Analytics lets you track user behaviour, see how long visitors spend on your site, and measure conversions.

One of its biggest strengths is the ability to segment traffic. You can look specifically at organic users and see how they behave differently from paid or social visitors. You can also set up goals to track the actions that matter most, such as filling out a contact form or completing a purchase. This makes Google Analytics invaluable if you want to connect SEO efforts to business results.

The learning curve is steeper than with some other tools, particularly since the rollout of GA4, but once you master it, the insights are worth it. And of course, the price is unbeatable: it’s completely free.

Key features: GA4 event tracking, segmentation, funnel reporting. 

Pros: Free, deep insights, connects SEO with results. 

Cons: Steep learning curve. 

Price: Free. 

4: AgencyAnalytics (paid)

Best for: Agencies looking for automated, white-label reporting solutions for multiple clients.

AgencyAnalytics is designed with agencies in mind. If you manage SEO for multiple clients, you’ll know how much time is spent building and delivering reports. AgencyAnalytics takes away much of that pain by automating the process. You can integrate it with platforms like Google Search Console, Analytics, and even social media channels, then deliver white-label reports directly to clients.

The main appeal is the ability to customize dashboards and reports with your own branding. For agencies, that’s a big deal because it saves hours of manual work while still giving clients a polished experience. Reports can be scheduled to go out automatically, meaning your team can focus on strategy instead of spreadsheet wrangling.

This isn’t a tool for solo bloggers or small business owners, it would be overkill, but for agencies with a portfolio of clients, it can be transformative. The pricing is based on the number of clients, starting from around $12 per client per month, which makes it scalable as you grow.

Key features: White-label reports, multi-platform integrations, scheduled delivery. 

Pros: Saves agencies time, professional client-ready reports, scalable. 

Cons: Overkill for solo bloggers or small businesses. 

Price: From $12 per client/month. 

5: Semrush (free & paid)

Best for: Agencies and SEO professionals who need a comprehensive suite of tools for competitive analysis and reporting.

Semrush is one of the most widely used SEO platforms in the industry. It’s not just a reporting tool, it’s a full suite covering keyword research, competitor analysis, backlink audits, and site crawls. The reporting features are particularly strong, allowing you to track visibility trends, rankings, and content performance over time.

For agencies and professional SEOs, Semrush is a powerhouse. It provides granular detail about competitors, making it easier to benchmark your performance and identify gaps. Content audits help you spot underperforming pages, while backlink reports show you where your link-building strategy needs work. Semrush even integrates with Yoast SEO, offering a seamless workflow for WordPress users.

The free version is limited, so most businesses will need a paid plan to get full value. At $129.95 per month, it’s not cheap, but the breadth of functionality makes it a worthwhile investment for those serious about SEO.

Key features: Competitor benchmarking, keyword and backlink reports, site audits. 

Pros: Huge dataset, strong competitor analysis, integrates with Yoast.

Cons: Expensive, limited free tier. 

Price: From $139.95/month. 

Read more: Keyword data via Semrush in Yoast SEO

6: Ahrefs (paid)

Best for: Businesses focused on link-building strategies and competitive research.

Ahrefs has built its reputation on having one of the largest and most accurate backlink indexes available. If link-building is part of your strategy, this is often the tool of choice. But Ahrefs does more than just backlinks. It also provides keyword research, site audits, and rank tracking, making it a comprehensive SEO platform.

The reports are particularly well-designed, making complex data easy to understand. This is useful when you need to share results with stakeholders who might not be familiar with SEO jargon. It’s also popular for competitor analysis, giving you a clear view of how others in your space are performing and where you might gain an advantage.

The main downside is cost. With plans starting at $99 per month and no free tier, it’s not the most accessible option for beginners. But for businesses that prioritize link-building and want robust competitive insights, it’s one of the best.

Key features: Backlink index, Keyword Explorer, Content Explorer. 

Pros: Accurate, user-friendly reports, powerful for link-building. 

Cons: Costly, free tier is limited. 

Price: Limited free tools, Starter plan $27/month. 

7: Moz Pro (free trial & paid)

Best for: Beginners and small businesses who want straightforward reporting and keyword tracking.

Moz Pro offers a balance between beginner-friendly usability and professional-level features. It provides keyword tracking, site audits, and link analysis in an interface that’s easier to navigate than some of the heavier platforms. For small businesses and those new to SEO, this can be a big advantage.

One feature that stands out is the Keyword Explorer, which helps you understand not just search volume but also difficulty and potential click-through rates. This makes it easier to prioritize which keywords are worth targeting. Moz Pro also provides link metrics, though its index is smaller than Ahrefs or Semrush.

The company offers a 30-day free trial, which is generous compared to most competitors. After that, pricing starts at $99 per month. For many small to medium businesses, it hits the sweet spot of offering enough depth without overwhelming complexity.

Key features: Keyword Explorer, site audits, link metrics. 

Pros: Beginner-friendly, generous free trial, clean design. 

Cons: Smaller index than Ahrefs or Semrush. 

Price: From $49/month. 

8: Screaming Frog SEO Spider (free & paid)

Best for: SEOs and developers who need to quickly identify technical issues and improve site structure.

Screaming Frog is a different kind of SEO reporting tool. Instead of dashboards and trend lines, it’s a desktop crawler that scans your site much like a search engine does. The result is a detailed breakdown of every URL, title tag, meta description, heading, and link.

For technical SEO audits, this tool is hard to beat. The free version lets you crawl up to 500 URLs, which is enough for many small sites. The paid version adds advanced features like JavaScript rendering, scheduled crawls, and integrations with Google Analytics and Search Console.

It’s not the most user-friendly option for beginners, but for SEO specialists and developers, it provides unparalleled insight into the technical health of a site. At £259 per year, it’s also one of the more affordable professional tools.

Key features: 500 free URL crawl, GA & GSC integration, advanced features in paid version. 

Pros: Extremely detailed, industry standard for technical SEO. 

Cons: Steep learning curve, desktop-only. 

Price: Free up to 500 URLs, Paid £199/year. 

Read more: How to perform an SEO audit (with checklist)

9: Mangools (paid)

Best for: Freelancers and small teams who want a low-learning-curve SEO toolset.

Mangools is aimed at marketers and freelancers who want powerful SEO tools without the steep learning curve. The suite includes keyword research, SERP analysis, rank tracking, and backlink monitoring, all presented in a clean, simple interface.

Reporting is straightforward, focusing on clarity rather than overwhelming detail. For solo marketers or small teams, this simplicity is a feature rather than a limitation. You don’t need to spend weeks learning the tool, you can start getting useful insights almost immediately.

While it doesn’t have the breadth of Semrush or Ahrefs, Mangools is much more affordable, starting at just under €30 per month. That makes it an attractive option for those who need solid SEO data without enterprise-level complexity.

Key features: KWFinder, SERPChecker, LinkMiner. 

Pros: Affordable, quick learning curve, simple reporting. 

Cons: Not as deep as Semrush or Ahrefs. 

Price: From €19.90/month when billed annually. 

10: BrightLocal (paid)

Best for: Local businesses and agencies managing multiple Google Business Profiles.

BrightLocal is built specifically for local SEO. If your business relies on being found in a particular town, city, or neighborhood, this tool is tailor-made for you. It tracks local rankings, monitors reviews, checks citations, and even audits Google Business Profiles.

The reports are practical and easy to share, making them ideal for agencies managing multiple local clients. BrightLocal also provides tools for managing online reputation, which can be just as important as rankings in driving local business.

For businesses competing on a local level, it’s hard to find a better option. Prices start from $29 per month, making it relatively affordable compared to the big all-in-one suites.

Key features: Local rank tracking, citation checks, review monitoring. 

Pros: Affordable, perfect for local businesses, practical reporting. 

Cons: Narrow scope, not for global SEO. 

Price: From $29/month. 

Read more: Guide to local SEO

Choose wisely: what to consider

Before deciding on a tool, it’s worth asking yourself what you really need. If you’re a solo blogger, Google Search Console and Yoast SEO might be all you need to keep track of performance. If you’re running an agency, automation and client reporting might make AgencyAnalytics or Semrush a better fit.

Think about your budget too. Free tools go a long way, but paid tools offer depth and convenience that free tools often can’t match. Also consider how comfortable you are with data. Some platforms are designed to be beginner-friendly, while others assume a level of expertise.

The good news is that most paid platforms offer free trials. That gives you a chance to experiment and see which tool feels right before committing long-term.

Turn insights into action

SEO reporting tools do more than track performance, they shape your strategy. They tell you what’s working and highlight the areas that need attention. But tools don’t make the decisions, the real value comes from how you interpret the data and act on it. So whether you’re just getting started with Google Search Console, refining your content with Yoast SEO, or managing enterprise-scale campaigns in Semrush, the goal is the same: turn insights into action. 

The post 10 free and paid SEO reporting tools for 2025 appeared first on Yoast.

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August 2025 Digital Marketing Roundup: What Changed and What You Should Do About It

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Another month, another round of shifts redefining what digital visibility means. From AI-driven SERPs to browser wars, TikTok engagement metrics to evolving influencer ecosystems, August brought real change, not just noise.

Here are the trends that actually matter for marketers, and what to do next.

Key Takeaways

  • Google is transforming search pages with AI clustering, reshaping how visibility works.
  • OpenAI is launching its own browser, pushing marketers to track LLM traffic.
  • TikTok now tracks post-click engagement without pixels.
  • Reddit, Instagram, and Twitch are rising as powerful intent channels.
  • AI content still ranks, but only when it’s human-edited.
  • Platform automation continues: Meta, Pinterest, and ShopMy evolve how marketers drive outcomes.

Search and AI: Visibility Rewritten

AI and search engine experiences are evolving rapidly. This month highlighted how AI systems are reshaping SERPs and how marketers must adapt to maintain authority and traffic.

Google Tests AI-Powered “Web Guide” Results

Google is testing a new way of displaying search results called Web Guide. Instead of a linear list of links, it organizes content into clusters based on different subtopics related to the query. The feature is powered by AI that expands on the original question using something called “query fan-out,” grouping results by intent.

Google's Web Guide.

Why it matters: This is a seismic shift. Traditional ranking signals still apply, but now, if your content isn’t aligned to the right subtopic or cluster, it could be buried. This raises the bar for topical depth and content structure.

What to do:

  • Create pillar pages supported by semantically related blog content.
  • Revisit internal linking strategies to reflect topic clusters.
  • Optimize for intent categories, not just keywords.

OpenAI Launches an AI Browser

OpenAI is working on its own AI-integrated browser, while Perplexity AI announced its “Comet” browser to enhance how users interact with AI-generated content. These aren’t just tools, they’re building ecosystems that change how people discover and click.

Why it matters: LLMs already influence buyer behavior, but browsers like these will give users alternative pathways to discover content, bypassing Google altogether.

What to do:

  • Ensure content is easily interpreted by machines (schema, metadata, FAQs).
  • Monitor LLM-driven traffic sources and optimize accordingly.
  • Prepare your brand for a multiverse of search platforms.

AI Content Still Ranks (If It’s Edited)

What happened: Ahrefs analyzed over 600,000 ranking pages and found that content created with AI still performs well in search, as long as there’s a human editor in the loop. Fully AI-written content lacked depth and often failed to rank.

A graphic from Ahrefs showing AI-generated content usage by search result position.

Source: Ahrefs

Why it matters: The message is clear: AI is a drafting tool, not a publishing engine. Without human oversight, your content will lack nuance, depth, and authority.

What to do:

  • Use AI to generate initial outlines or first drafts.
  • Inject proprietary data, expert commentary, and a clear editorial voice.
  • Avoid overused AI templates that sound generic.

Topical Coverage Beats Keywords

What happened: A Surfer SEO study analyzing 1 million SERPs confirmed that content covering a broader range of subtopics consistently outperforms keyword-dense content.

A Surfer SEO study showing the correlation between topical coverage and rankings.

Source: SurferSEO

Why it matters: Google now values topic completeness over keyword repetition. If your page isn’t the most comprehensive resource, it won’t win the top spots.

What to do:

  • Expand thin content into rich, multi-angle pieces.
  • Use topic modeling tools to identify missing sections.
  • Prioritize helpfulness and coverage in content briefs.

Perplexity’s Ranking Logic: Depth Wins

What happened: Researchers dissected how Perplexity AI ranks sources and found that engagement signals, semantic depth, and real-time interest (like YouTube trends) influence results more than traditional backlink strength.

The Perplexity interface.

Why it matters: AI platforms prioritize content differently than Google. If you’re not adapting to these new ranking models, you’re losing visibility.

What to do:

  • Build content clusters around core entities and topics.
  • Sync your publishing calendar with emerging YouTube trends.
  • Focus on engagement metrics like dwell time and user click paths.

Paid Media & Attribution

Ad platforms continue to evolve their tracking and bidding capabilities. This month brought updates that offer new performance levers and visibility into campaign impact.

TikTok Launches “Engaged Session” Metrics

What happened: TikTok has added a new optimization option called Engaged View, which tracks sessions where users stay on your site for at least 10 seconds. And you don’t need a pixel to activate it.

Why it matters: This marks a shift from measuring volume (clicks) to measuring quality (attention). In early tests, this reduced cost per session by 46%.

What to do:

  • Switch to Engaged View bidding to prioritize real intent.
  • Analyze content for bounce drivers and improve first-glance stickiness.
  • Use Engaged View as a leading indicator before conversions kick in.

Meta Introduces Value Rules For Smarter Bidding

What happened: Meta’s Value Rules now allow advertisers to adjust bids based on user characteristics like age, device, or location, and align spend with expected customer value.

A smartphone with facebook on it.

Why it matters: You can now shift budgets based on segments that produce better LTV or ROAS, making every dollar more efficient.

What to do:

  • Build customer profiles and align them with value rules.
  • Test against Advantage+ campaigns to benchmark lift.
  • Limit the number of rules, Meta applies only the first matching one.

Meta Advantage+ Sales Takes Over Manual Campaigns

What happened: Meta is continuing its automation push by fully rolling out Advantage+ Sales campaigns, merging manual setups into a single, AI-driven format.

Why it matters: Campaign managers now need to think more like strategists than technicians. The real advantage lies in your inputs.

What to do:

  • Provide high-quality creative and clear audience signals.
  • Let Meta’s system run, but audit performance daily.
  • Prepare creative variations for constant refresh.

Social & Content Evolution

This month proved that content performance depends on more than just reach. Authenticity, interactivity, and strategic testing now shape social success.

Instagram Adds Follower Drop-Off Insights

What happened: Instagram rolled out new analytics that show you exactly when you gained or lost followers, down to the content that triggered the shift.

Instagram's new follower drop-off insights.

Source: Social Media Today

Why it matters: For the first time, you can directly connect individual posts to retention or churn, giving you a roadmap for what works.

What to do:

  • Track which formats or topics correlate with losses.
  • A/B test CTAs, posting times, and carousel lengths.
  • Create audience segments by behavior and adjust strategy accordingly.

Reddit Evolves Into A Search Engine

What happened: Reddit is consolidating its traditional search functionality and Reddit Answers into a single, robust search-first experience, positioning itself as the Google alternative for peer-reviewed insights.

Why it matters: Reddit is already influencing Google results. Now it wants to be the source.

What to do:

  • Optimize for branded search presence on Reddit.
  • Run AMA-style campaigns to build trust in niche subreddits.
  • Experiment with Reddit Ads for high-intent discovery.

ShopMy Circles Turns Influencers Into Storefronts

What happened: ShopMy, the platform built to help creators monetize recommendations, now allows influencers to create “Circles“: always-on storefronts that showcase curated product collections in a searchable, shoppable format.

The ShopMy platform.

Why it matters: Influencer marketing is shifting from one-off promotions to persistent product discovery. These Circles allow creators to turn past content and ongoing product picks into revenue-generating hubs. It’s not just a link in bio anymore; it’s a branded shopping experience with real conversion potential.

What to do:

  • Partner with creators in your niche to build product-specific Circles that reflect your catalog and values.
  • Treat Circles like evergreen landing pages: support them with social content, updates, and seasonal refreshes.
  • Use performance analytics to track not just click-throughs but also long-tail sales impact over time.

Christian Influencers Redefine Creator Impact

What happened: Faith-based influencers are gaining real traction, not just with religious audiences, but across lifestyle, parenting, and wellness spaces. Their content blends day-to-day authenticity with values-driven storytelling, creating deep community trust.

Why it matters: This is a prime example of the broader trend toward micro-communities and purpose-driven branding. Audiences are gravitating to creators who reflect their core beliefs and lifestyles.

What to do:

  • Identify creators who reflect your audience’s values—not just their interests.
  • Develop long-term collaborations with content flexibility and storytelling freedom.
  • Use niche influencers to lead content that builds emotional resonance, not just reach.

Pinterest Shares Audience Growth Framework

What happened: Pinterest has rolled out a formal guide to growing engaged audiences, emphasizing consistent posting, trend-driven content, and SEO-friendly pins.

Why it matters: Pinterest users are planners with high intent. The platform remains underutilized despite offering low competition and high-conversion potential. With a structured strategy, marketers can unlock traffic that actually drives action.

What to do:

  • Align pin strategy with seasonal search trends and evergreen needs.
  • Mix lifestyle images with product-specific shots to cover intent from inspiration to action.
  • Optimize for both visual appeal and keyword relevance. Titles, descriptions, and image overlays all matter.

Technical SEO and Discovery

If you’re optimizing for visibility, searchability now includes platforms like the App Store, AI tools, and LLMs. August brought new signals to track and new boxes to check.

Apple Adds Keywords To Custom Product Pages

What happened: Apple is bringing more search functionality to the App Store by indexing keywords inside Custom Product Pages (CPPs). Until now, CPPs were primarily used for personalized ad targeting. Now they’re organic content.

Keywords indexted on custom product pages.

Source: 36 KR Europe

Why it matters: This gives mobile marketers a new way to win App Store traffic organically, especially for segmented use cases or campaigns that aren’t covered in your main listing. With the right keyword targeting and design strategy, CPPs can pull double duty, supporting both ASO and ad performance.

What to do:

  • Build CPPs for high-intent search terms that differ from your core app listing.
  • Match each page with distinct creative, copy, and feature callouts.
  • Monitor ASO tools to track keyword ranking lift tied to CPP optimization.

Apple Screenshot Captions Are Now Searchable

What happened: Apple also announced it’s now indexing the text that appears in App Store screenshot captions. That means every piece of visual creative now contributes to your keyword strategy.

Why it matters: Screenshots were already important for conversion. Now they matter for discoverability too. Keyword-rich visuals give Apple more content to crawl and understand—especially for users browsing visually.

What to do:

  • Update screenshot captions to include high-value keywords aligned with user intent.
  • Highlight features, outcomes, and differentiators, not just taglines.
  • Audit global versions of your listings to apply this optimization in all markets.

B2B and Brand Authority

AI tools, platform automation, and saturated SERPs are raising the bar. Authority has to be earned, proven, and distributed consistently. These updates reinforce that your brand’s visibility will hinge on your credibility.

Press Releases as AI Visibility Assets

What happened: Press releases are making a comeback, but not in the way you think. Structured announcements are increasingly picked up by LLMs and surfaced in AI-generated summaries. Tools like Gemini and Perplexity favor the clarity and authority of press releases over less structured blog content.

Why it matters: This gives you a new reason to invest in PR distribution. The right release can now earn brand visibility in traditional news cycles and AI-driven discovery.

What to do:

  • Structure releases with clear headlines, bullet points, and pull quotes.
  • Add schema markup where possible to help LLMs understand context.
  • Syndicate broadly and track pickup using AI monitoring tools.

Twitch Expands Brand Possibilities

What happened: Twitch isn’t just for gamers anymore. More creators in beauty, fitness, lifestyle, and music are building loyal communities through live content.

Why it matters: Twitch combines community, interactivity, and long-form attention, all ingredients for meaningful brand connection.

What to do:

  • Partner with Twitch creators who align with your brand voice.
  • Test live takeovers, product drops, or co-created series.
  • Repurpose livestream highlights into Shorts and Reels.

Conclusion

AI is changing how search works. Platforms are changing how campaigns run. And users are shifting how they discover, evaluate, and engage with brands.

To win in this new era, your strategy needs to evolve:

  • SEO now means “search everywhere” optimization.
  • Visibility is about authority, not just rankings.
  • Attribution is improving, but it’s also fragmenting.
  • Influence is persistent, not just viral.

Want help navigating all of it? Let’s talk about how we can help.

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Google Ads adds loyalty features to boost shopper retention

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Google Shopping Ads - Google Ads

Google is rolling out new loyalty integrations across Google Ads and Merchant Center, giving retailers tools to highlight member-only pricing and shipping benefits to their most valuable customers.

How it works:

  • Personalized annotations display member-only discounts or shipping benefits in both free and paid listings.
  • A new loyalty goal in Google Ads helps retailers optimize budgets toward high-value shoppers, adjusting bids to prioritize lifetime value.
  • Sephora US saw a 20% lift in CTR by surfacing loyalty-tier discounts in personalized ads.

Why we care. With 61% of U.S. adults saying tailored loyalty programs are the most compelling part of a personalized shopping experience (according to Google), retailers face pressure to prove value beyond discounts.

By surfacing member-only perks directly in search and shopping results, retailers can boost engagement from their most valuable customers and optimize spend toward higher lifetime value, not just single conversions. It’s a way to tie loyalty programs directly to ad performance — and win more share of wallet from existing shoppers.

The big picture. Loyalty features are Google’s latest move to keep retail advertisers invested in its ecosystem — positioning search and shopping as not just discovery channels, but retention engines. Expect more details at Google’s Think Retail event on Sept. 10.

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Historic recurrence in search: Why AI feels familiar and what’s next

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Historic recurrence in search- Why AI feels familiar and what’s next

Historic recurrence is the idea that patterns repeat over time, even if the details differ.

In digital marketing, change is the only constant.

Over the last 30 years, we’ve seen nonstop shifts and transformations in platforms and tactics.

Search, social, and mobile have each gone through their own waves of evolution. 

But AI represents something bigger – not just another tactic, but a fundamental shift in how people research, evaluate, and buy products and services.

Estimates vary, but Gartner projects that AI-driven search could account for 25% of search volume by the end of 2026.

I suspect the true share will be much higher as Google weaves AI deeper into its results.

For digital marketers, it can feel like we need a crystal ball to predict what’s next. 

While we don’t have magical foresight, we do have the next best thing: lessons from the past.

This article looks back at the early days of search, how user behavior evolved alongside technology, and what those patterns can teach us as we navigate the AI era.

The early days: Wild and wonderful queries

If you remember the early web – AltaVista, Lycos, Yahoo, Hotbot – search was a free-for-all. 

People typed in long, rambling queries, sometimes entire sentences, other times just a few random words that “felt” right.

There were no search suggestions, no “people also ask,” and no autocorrect. 

It was a simpler time, often summed up as “10 blue links.”

Google Search - 10 blue links

Searchers had to experiment, refine, and iterate on their own, and the variance in query wording was huge.

For marketers, that meant opportunity. 

You could capture traffic in all sorts of unexpected ways simply by having relevant pages indexed.

Back then, SEO was, in large part, about one thing: existing in the index.

Dig deeper: A guide to Google: Origins, history and key moments in search

Google’s rise: From exploration to efficiency

Anyone working in digital marketing in the early 2000s will remember. 

From Day 1, Google felt different. The quality of its results was markedly better.

Then came Google Suggest in 2008, quietly changing the game. 

Suddenly, you didn’t have to finish typing your thought. Google would complete it for you, based on the most common searches.

Research from Moz and others at the time showed that autocomplete reduced query length and variance. 

People defaulted to Google’s suggestions because it was faster and easier.

This marked a significant shift in our behavior as searchers. We moved from sprawling, exploratory queries to shorter, more standardized ones.

It’s not surprising. When something can be achieved with less effort, human nature drives us toward the path of least resistance.

Once again, technology had changed how we search and find information.

Mobile, voice, and the second compression

The shift to mobile accelerated this compression.

Tiny keyboards and on-the-go contexts meant people typed as little as possible.

Autocomplete, voice input, and “search as you type” all encouraged brevity.

At the same time, Google kept rolling out features that answered questions directly, creating a blended, multi-contextual SERP.

The cumulative effect? Search behavior became more predictable and uniform.

For marketers running Google Ads or tracking performance in Google Analytics and Search Console, this shift came with another challenge: less data. 

Long-tail keywords shrank, while most traffic and budget concentrated on a smaller set of high-volume terms.

Once again, our search behavior – and the insights we could glean from it – had evolved.

Zero-click search and the walled garden

By the late 2010s, zero-click searches were on the rise. 

Google – and even social platforms – wanted to keep users inside their ecosystems.

More and more questions were answered directly in the search results. 

Search got smarter, and shorter queries could deliver more refined results thanks to personalization and past interactions.

Google started doing everything for us.

Search for a flight? You’d see Google Flights.

A restaurant? Google Maps. 

A product? Google Shopping. 

Information? YouTube. 

You get the picture.

For businesses built on organic traffic, this shift was disruptive. 

But for users, it felt seamless – arguably a better experience, even if it created new challenges for optimizers.

Get the newsletter search marketers rely on.

See terms.

Quality vs. brevity

This shift worked – until it didn’t. 

One common complaint today is that search results feel worse. 

It’s a complicated issue to unpack. 

  • Have search results actually gotten worse? 
  • Or are the results as good as ever, but the underlying sites have declined in quality?

It’s tricky to call. 

What is certain is that as traffic declined, many sites got more aggressive – adding more ads, more pop-ups, and sneakier lead gen CTAs to squeeze more value from fewer clicks.

The search results themselves have also become a bewildering mix of ads, organic listings, and SERP features. 

To deliver better results from shorter queries, search engines have had to guess at intent while still sending enough clicks to advertisers and publishers to keep the ecosystem running.

And as traffic-starved publishers got more desperate, user experience took a nosedive. 

Anyone who has had to scroll through a food blogger’s life story – while dodging pop-ups and auto-playing ads – just to get to a recipe knows how painful this can be.

It’s this chaotic landscape that, in part, has driven the move to answer engines like ChatGPT and other large language models (LLMs). 

People are simply tired of panning for gold in the search results.

The AI era: From compression back to conversation

Up to this point, the pattern has been clear: the average query length kept getting shorter.

But AI is changing the game again, and the query-length pendulum is now swinging sharply in the opposite direction.

Tools like ChatGPT, Claude, Perplexity, and Google’s own AI Mode are making it normal to type or speak longer, more detailed questions again.

We can now:

  • Ask questions instead of searching for keywords. 
  • Refine queries conversationally. 
  • Ask follow-ups without starting over. 

And as users, we can finally skip the over-optimized lead gen traps that have made the web a worse place overall.

Here’s the key point: we’ve gone from mid-length, varied queries in the early days, to short, refined queries over the last 12 years or so, and now to full, detailed questions in the AI era.

The way we seek information has changed once more.

We’re no longer just searching for sources of information. We’re asking detailed questions to get clear, direct answers.

And as AI becomes more tightly integrated into Google over the coming months and years, this shift will continue to reshape how we search – or, more accurately, how we question – Google.

Dig deeper: SEO in an AI-powered world: What changed in just a year

AI and search: Google playing catch-up

Google was a little behind the AI curve.

ChatGPT launched in late 2022 to massive buzz and unprecedented adoption.

Google’s AI Overviews – frankly underwhelming by comparison – didn’t roll out until mid-2024. 

After launching in the U.S. in mid-June and the U.K. in late July 2025, Google’s full AI Mode is now available in 180 countries and territories around the world.

Now, we can ask more detailed, multi-part questions and get thorough answers – without battling through the lead gen traps that clutter so many websites.

The reality is simple: this is a better system.

This is progress.

Want to know the best way to boil an egg – and whether the process changes for eggs stored in the fridge versus at room temperature? Just ask.

Google will often decide if an AI Overview is helpful and generate it on the fly, considering both parts of your question.

  • What is the best way to boil an egg?
  • Does it differ if they are from the fridge?

The AI Overview answers the question directly. 

And if you want to keep going, you can click the bold “Dive deeper in AI Mode” button to continue the conversation.

Dive deeper in AI Mode

Inside AI Mode, you get streamlined, conversational answers to questions that traditional search could answer – just without the manual trawling or the painfully over-optimized, pop-up-heavy recipe sites.

From shorter queries to shorter journeys

Stepping back, we can see how behavior is shifting – and how it ties to human nature’s tendency to seek the path of least resistance.

The “easy” option used to be entering short queries and wading through an increasingly complex mix of results to find what you needed.

Now, the path of least resistance is to put in a bit more effort upfront – asking a longer, more refined question – and let the AI do the heavy lifting.

A search for the best steak restaurant nearby once meant seven separate queries and reviewing over 100 sites. That’s a lot of donkey work you can now skip.

It’s a subtle shift: slightly more work up front, but a far smoother journey in return.

This change also aligns with a classic computing principle: GIGO – garbage in, garbage out. 

A more refined, context-rich question gives the system better input, which produces a more useful, accurate output.

Historic recurrence: The pattern revealed

Looking back, it’s clear there’s a repeating cycle in how technology shapes search behavior.

The early web (1990s)

  • Behavior: Long, experimental, often clumsy queries.
  • Why: No guidance, poor relevance, and lots of trial-and-error.
  • Marketing lesson: Simply having relevant content was often enough to capture traffic.

Google + Autocomplete (2000s)

  • Behavior: Queries got shorter and more standardized.
  • Why: Google Suggest and smarter algorithms nudged users toward the most common phrases.
  • Marketing lesson: Keyword targeting became more focused, with heavier competition around fewer, high-volume terms.

Mobile and voice era (2010s–early 2020s)

  • Behavior: Even shorter, highly predictable queries.
  • Why: Tiny keyboards, voice assistants, and SERP features that answered questions directly.
  • Marketing lesson: The long tail collapsed into clusters. Zero-click searches rose. Winning visibility meant optimizing for snippets and structured data.

AI conversation era (2023–present)

  • Behavior: Longer, natural-language queries return – now in back-and-forth conversations.
  • Why: Generative AI tools like ChatGPT, Gemini, and Perplexity encourage refinement, context, and multi-step questions.
  • Marketing lesson: It’s no longer about just showing up. It’s about being the best answer – authoritative, helpful, and easy for AI to surface.

Technology drives change

The key takeaway is that technology drives changes in how people ask questions.

And tactically, we’ve come full circle – closer to the early days of search than we’ve been in years.

Despite all the doom and gloom around SEO, there’s real opportunity in the AI era for those who adapt.

What this means for SEO, AEO, LLMO, GEO – and beyond

The environment is changing.

Technology is reshaping how we seek information – and how we expect answers to be delivered.

Traditional search engine results are still important. Don’t abandon conventional SEO.

But now, we also need to optimize for answer engines like ChatGPT, Perplexity, and Google’s AI Mode.

That means developing deeper insight into your customer segments and fully understanding the journey from awareness to interest to conversion. 

  • Talk to your customers. 
  • Run surveys. 
  • Reach out to those who didn’t convert and ask why. 

Then weave those insights into genuinely helpful content that can be found, indexed, and surfaced by the large language models powering these new platforms.

It’s a brave new world – but an incredibly exciting one to be part of.

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How to tell if Google Ads automation helps or hurts your campaigns

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How to tell if Google Ads automation helps or hurts your campaigns

Smart Bidding, Performance Max, and responsive search ads (RSAs) can all deliver efficiency, but only if they’re optimizing for the right signals.

The issue isn’t that automation makes mistakes. It’s that those mistakes compound over time.

Left unchecked, that drift can quietly inflate your CPAs, waste spend, or flood your pipeline with junk leads.

Automation isn’t the enemy, though. The real challenge is knowing when it’s helping and when it’s hurting your campaigns.

Here’s how to tell.

When automation is actually failing

These are cases where automation isn’t just constrained by your inputs. It’s actively pushing performance in the wrong direction.

Performance Max cannibalization

The issue

PMax often prioritizes cheap, easy traffic – especially branded queries or high-intent searches you intended to capture with Search campaigns. 

Even with brand exclusions, Google still serves impressions against brand queries, inflating reported performance and giving the illusion of efficiency. 

On top of that, when PMax and Search campaigns overlap, Google’s auction rules give PMax priority, meaning carefully built Search campaigns can lose impressions they should own.

A clear sign this is happening: if you see Search Lost IS (rank) rising in your Search campaigns while PMax spend increases, it’s likely PMax is siphoning traffic.

Recommendation

Use brand exclusions and negatives in PMax to block queries you want Search to own. 

Segment brand and non-brand campaigns so you can track each cleanly. And to monitor branded traffic specifically, tools like the PMax Brand Traffic Analyzer (by Smarter Ecommerce) can help.

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

Auto-applied recommendations (AAR) rewriting structure

The issue

AARs can quietly restructure your campaigns without you even noticing. This includes:

  • Adding broad match keywords. 
  • “Upgrading” existing keywords to broader match types.
  • Adding new keywords that are sometimes irrelevant to your targeting.

Google has framed these “optimizations” as efficiency improvements, but the issue is that they can destabilize performance. 

Broad keywords open the door to irrelevant queries, which then can spike CPA and waste budget.

Recommendation

First, opt out of AARs and manually review all recommendations moving forward. 

Second, audit the changes that have already been made by going to Campaigns > Recommendations > Auto Apply > History. 

From there, you can see what change happened on what date, which allows you to go back to your campaign data and see if there are any performance correlations. 

Dig deeper: Top Google Ads recommendations you should always ignore, use, or evaluate

Modeled conversions inflating numbers

The issue

Modeled conversions can climb while real sales or MQLs stay flat. 

For example, you may see a surge in reported leads or purchases in your ads account, but when you look at your CRM, the numbers don’t match up. 

This happens because Google uses modeling to estimate conversions where direct measurement isn’t possible. 

If Google doesn’t have full tracking, it fills gaps by estimating conversions it can’t directly track, based on patterns in observable data. 

When left unchecked, the automation will double down on these patterns (because it assumes they’re correct), wasting budget on traffic that looks good but won’t convert.

Recommendation

Tell the automation what matters most to your business. 

Import offline or qualified conversions (via Enhanced Conversions, manual uploads, or CRM integration). 

This will ensure that Google optimizes for real revenue and not modeled noise.

When automation is boxed in: Reading the signals

Not every warning in Google means automation is failing. 

Sometimes the system is limited by the goals, budget, or inputs you’ve set – and it’s simply flagging that.

These diagnostic signals help you understand when to adjust your setup instead of blaming the algorithm.

Limited statuses (red vs. yellow)

The issue

A Limited status doesn’t always mean your campaign is broken. 

  • If you see a red Limited label, this means your settings are too strict. That could mean that your CPA or ROAS targets are unrealistic, your budget is too low, etc. 
  • Seeing a yellow Limited label is more of a caution sign. It’s usually tied to low volume, limited data, or the campaign is still learning.

Recommendation

If the status is red, loosen constraints gradually: raise your budget and ease up CPA/ROAS targets by 10–15%. 

If the status is yellow, don’t panic. This is Google’s version of telling you that they could use more money, if possible, but it’s not vital to your campaign’s success.

Responsive search ads (RSAs) inputs

The issue

RSAs are built in real-time from the headlines and descriptions you have already provided Google. 

At a minimum, advertisers are required to write 3 headlines with a maximum of 15 (and up to 4 descriptions). The fewer the assets you give the system, the less flexibility it will have. 

On the other hand, if you’re running a small budget and give the RSAs all 15 headlines and 4 descriptions, there is no way Google will be able to collect enough data to figure out which combinations actually work.

The automation isn’t failing with either. You’ve either given it too little information or too much with too little spending. 

Recommendation

Match asset volume to the budget allocated to the campaign. 

  • If you’re unsure, aim to write between 8-10 headlines and 2-4 descriptions.
  • If each headline/description isn’t distinct, don’t use it. 

Conversion reporting lag and attribution issues

The issue

Sometimes, Google Ads reports fewer conversions than your business actually sees. 

This isn’t necessarily an automation failure. It’s often just a matter of when the conversion is counted. 

By default, Google reports conversions on the day of the click, not the day the actual conversion happened. 

That means if you check performance mid-week, you might see fewer conversions than your campaign has actually generated because Google attributes them back to the click date. 

The data usually “catches up” as lagging conversions are processed.

Recommendation

Use the Conversions (by conversion time) column alongside the standard conversion column.

Conversions (by conversion time) column

This helps you separate true performance drops from simple reporting delays. 

If discrepancies persist beyond a few days, investigate the tracking setup or import accuracy. Just don’t assume automation is broken just because of timing gaps.

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See terms.

Where to look in the Google Ads UI

Automation leaves a clear trail within Google Ads if you know where to look. 

Here are some reports and columns to help spot when automation is drifting.

Bid Strategy report: Top signals 

The issue

The bid strategy report shows some of the signals Smart Bidding relies on when there is enough data. 

The “top signals” can sometimes make sense, and at other times, they can be a bit misleading. 

If the algorithm relies on weak signals (e.g., broad search themes and a lack of first-party data), its optimizations will be weak, too.

Bid Strategy report: Top signals 

Recommendation

Make checking your Top Signals a regular activity. 

If they don’t align with your business, fix the inputs. 

  • Improve conversion tracking.
  • Import offline conversions.
  • Reevaluate search themes.
  • Add customer/remarketing lists.
  • Expand your negative keyword list(s). 

Impression share metrics

The issue

When a campaign underdelivers, it’s tempting to assume automation is failing, but looking at Impression Share (IS) metrics tends to reveal the real bottleneck. 

By looking at Search Lost IS (budget), Search Lost IS (rank), and Absolute Top IS together, you can separate automation problems from structural or competitive ones.

How to use IS metrics as a diagnostic tool.

  • Budget problem
    • High Lost IS (budget) + low Lost IS (rank): Your campaign isn’t struggling. It just doesn’t have enough budget to run properly.
    • Recommendation: Raise the budget or accept capped volume.
  • Targets too aggressive
    • High Lost IS (rank) + low Absolute Top IS: If your Lost IS (rank) is high and your budget is adequate, your CPA/ROAS targets are likely too aggressive, causing Smart Bidding to underbid in auctions.
    • Recommendation: Loosen targets gradually (10-15%).

Scripts to keep automation honest

Scripts give you early warnings so you can step in before wasted spend piles up.

Anomaly detection

  • The issue: Automation can suddenly overspend or underspend when conditions in the marketplace change, but you often won’t notice until reporting lags.
  • Recommendation: Use an anomaly detection script to flag unusual swings in spend, clicks, or conversions so you can investigate quickly.

Query quality (N-gram analysis)

  • The issue: Broad match and PMax can drift into irrelevant themes (“free,” “jobs,” “definition”), wasting budget on low-quality queries.
  • Recommendation: Run an N-gram script to surface recurring poor-quality terms and add them as negatives before automation optimizes toward them.

Budget pacing

  • The issue: Google won’t exceed your monthly cap, but daily spend will be uneven. Pacing scripts help you spot front-loading.
  • Recommendation: A pacing script shows you how spend is distributed so you can adjust daily budgets mid-month or hold back funds when performance is weak.

Turning automation into an asset

Automation rarely fails in dramatic ways – it drifts. 

Your job isn’t to fight it, but to supervise it: 

  • Supply the right signals.
  • Track when it goes off course.
  • Step in before wasted spend compounds.

The diagnostics we covered – impression share, attribution checks, PMax insights, and scripts – help you separate real failures from cases where automation is simply following your inputs.

The key takeaway: automation is powerful, but not self-policing. 

With the right guardrails and oversight, it becomes an asset instead of a liability.

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Global expansion and hyperlocal focus redefine the next chapter of retail media networks by DoorDash

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Retail media networks are projected to be worth $179.5 billion by 2025, but capturing share and achieving long-term success won’t hinge solely on growing their customer base. With over 200 retail media networks now competing for advertiser attention, the landscape has become increasingly complex and crowded. The RMNs that stand out will be those taking a differentiated approach to meeting the evolving needs of advertisers.

The industry’s concentration creates interesting dynamics. While some platforms have achieved significant scale, nearly 70% of RMN buyers cite “complexity in the buying process” as their biggest obstacle. That tension, between explosive growth and operational complexity, is forcing the industry to evolve beyond traditional approaches.

As the landscape matures, which strategies will define the next wave of growth: global expansion, hyperlocal targeting, or both?

The evolution of retail media platforms

To understand where the industry is heading, it’s worth examining how successful platforms are addressing advertisers’ core challenges. Lack of measurement standards across platforms continues to frustrate advertisers who want to compare performance across networks. Manual processes dominate smaller networks, making campaign management inefficient and time-consuming.

At the same time, most retailers lack the digital footprint necessary for standalone success. This has created opportunities for platforms that can solve multiple problems simultaneously: standardization, automation, and scale.

DoorDash represents an interesting case study in this evolution. The platform has built its advertising capabilities around reaching consumers at their moment of local need across multiple categories. With more than 42 million monthly active consumers as of December 2024, DoorDash provides scale and access to high-intent shoppers across various categories spanning restaurants, groceries and retail.

The company’s approach demonstrates how platforms can address advertiser pain points through technology. DoorDash’s recent platform announcement showcases this evolution: the company now serves advertisers with new AI-powered tools and expanded capabilities. Through its acquisition of ad tech platform Symbiosys, a next-generation retail media platform, brands can expand their reach into digital channels, such as search, social, and display, and retailers can extend the breadth of their retail media networks.

Global expansion meets local precision

International expansion presents both opportunities and challenges for retail media networks. Europe’s retail media industry is projected to surpass €31 billion by 2028,. This creates opportunities for networks that can solve the technology puzzle of operating across multiple geographies.

The challenge lies in building platforms that work seamlessly across countries while maintaining local relevance. International expansion requires handling different currencies, regulations, and cultural contexts—capabilities that many networks struggle to develop.

DoorDash’s acquisition of Wolt illustrates how platforms can achieve global scale while maintaining local connections. The integration enables brands to manage campaigns across Europe and the U.S. through a single interface—exactly the kind of operational efficiency that overwhelmed advertisers seek.

The combined entity now operates across more than 30 countries, with DoorDash and Wolt Ads crossing an annualized advertising revenue run rate of more than $1 billion in 2024. What makes this expansion compelling isn’t just the scale—it’s how the integration maintains neighborhood-level precision across diverse geographies.

Wolt has transformed from a food delivery platform into what it describes as a multi-category “shopping mall in people’s pockets.”

The hyperlocal advantage: context beats demographics

Here’s what’s really changing the game: the shift from demographic targeting to contextual precision. Privacy regulations favor contextual targeting over behavioral tracking, but that’s not the only reason smart networks are going hyperlocal.

Location-based intent signals provide dramatically higher conversion probability than traditional demographics. Real-time contextual data—weather patterns, local events, proximity to fulfillment—influences purchase decisions in immediate, actionable ways that broad demographic targeting simply can’t match.

DoorDash built its entire advertising model around this insight, reaching consumers at the exact moment of local need across multiple categories. The platform provides scale and access to high-intent shoppers with contextual precision. A recent innovation that exemplifies this approach is Dayparting for CPG brands, which enables advertisers to target users in their local time zones—a level of time-based precision that distinguishes hyperlocal platforms from broader retail media networks.

In one example, Unilever applied Dayparting to focus on late-night and weekend windows for its ice cream campaigns, aligning ad delivery with peak demand periods. Over a two-week period, 77% of attributed sales were new-to-brand, demonstrating the power of contextual timing in driving incremental reach.

Major brands, including Unilever, Coca-Cola, and Heineken, utilize both DoorDash and Wolt platforms for hyperlocal targeting, proving the model is effective for both endemic and non-endemic advertisers seeking neighborhood-level precision.

Technology evolution: measurement and automation

The technical requirements for next-generation retail media networks extend far beyond basic advertising capabilities. Self-serve functionality has become standard for international geographies—not because it’s trendy, but because manual campaign management doesn’t scale across dozens of countries with different currencies, regulations, and cultural contexts.

Cross-country campaign management requires unified dashboards that manage complexity while maintaining simplicity for advertisers. Automation isn’t optional anymore; it’s necessary to compete with established players who’ve built machine learning into their core operations.

But here’s what’s really transforming measurement: new attribution methodologies that go beyond traditional ROAS. When platforms can integrate fulfillment data with advertising exposure, they enable real-time performance tracking that connects ad spend to actual business outcomes rather than just clicks and impressions.

Progress on standardization continues through IAB guidelines addressing measurement consistency, alongside industry pushes for technical integration standards. The challenge lies in balancing standardization with differentiation—networks need to offer easy integration and consistent measurement while maintaining unique value propositions.

In a move toward addressing advertisers’ need for measurement consistency, DoorDash recognized that restaurant brands valued both click and impression-based attribution for their sponsored listing ads, and recently introduced impression-based attribution and reporting in Ads Manager. This has enabled restaurant brands to gain a deeper understanding of performance and results driven on DoorDash.

Global technology challenges add another layer of complexity: multi-currency transactions, local payment methods, regulatory compliance across countries, and cultural adaptation while maintaining platform consistency. These aren’t afterthoughts for international platforms, they’re core competencies that determine success or failure.

Industry outlook: consolidation and opportunity

Retail media is heading toward consolidation, but not in the way most people expect. Hyperlocal networks are positioned to capture share from undifferentiated RMNs that compete solely on inventory volume. Geographic specialization is becoming a viable alternative to traditional scale-focused approaches.

Simultaneously, community impact measurement is gaining importance for brand strategy. Marketers are discovering that advertising dollars spent on local commerce platforms create multiplier effects—supporting neighborhood businesses and strengthening local economies in ways that traditional e-commerce advertising doesn’t achieve.

The networks that understand this dynamic, that can offer global platform capabilities with genuine local industry expertise, are the ones positioned to define retail media’s next chapter. Success requires technology integration that enables contextual and location-based targeting, plus measurement solutions that prove incrementality beyond traditional metrics.

The path forward

As retail media networks mature, success lies not in choosing between global scale and local relevance, but in achieving both simultaneously. The DoorDash-Wolt combination provides a compelling blueprint, demonstrating how technology platforms can enable international expansion while deepening neighborhood-level connections.

For marketers navigating this evolution, the fundamental question shifts from “where should we advertise?” to “how can we reach consumers at their moment of need?” Networks that answer this effectively—through global reach, hyperlocal precision, or ideally both, will write retail media’s next chapter.Interested to learn more about DoorDash Ads? Get started today.

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Google Ads expands PMax Channel Reporting to account level

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Your guide to Google Ads Smart Bidding

Performance Max (PMax) advertisers just got a major visibility upgrade: Channel Reporting is now available at the account level, not just within individual campaigns.

How it works:

  • View and compare all PMax campaigns in a single reporting overview.
  • Segment by conversion metrics to understand what’s driving results.
  • Identify performance patterns across channels without jumping campaign to campaign.

Why we care. Until now, channel performance data was siloed within each PMax campaign. The new account-level reporting makes it easier to spot trends, compare results, and optimize across campaigns.

The big picture. Google notes that channel data is available for PMax campaigns “at this time” — a phrasing that suggests the feature could expand to other campaign types down the road.

Bottom line. More visibility, less friction. This change gives advertisers a faster, more complete view of PMax performance — and hints at broader reporting upgrades ahead.

First seen. This update was first picked up by Jun von Matt IMPACT’s Head of Google Ads, Thomas Eccel.

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