A federal judge has ruled that Google maintained illegal monopolies in the digital advertising technology market.
In a landmark case, the Department of Justice and 17 states found Google liable for antitrust violations.
Federal Court Finds Google Violated Sherman Act
U.S. District Judge Leonie Brinkema ruled that Google illegally monopolized two key markets in digital advertising:
The publisher ad server market
The ad exchange market
The 115-page ruling (PDF link) states Google violated Section 2 of the Sherman Antitrust Act by “willfully acquiring and maintaining monopoly power.”
It also found that Google unlawfully tied its publisher ad server (DFP) and ad exchange (AdX) together.
Judge Brinkema wrote in the ruling:
“Plaintiffs have proven that Google possesses monopoly power in the publisher ad server for open-web display advertising market. Google’s publisher ad server DFP has a durable and ‘predominant share of the market’ that is protected by high barriers both to entry and expansion.”
Google’s Dominant Market Position
The court found that Google controlled approximately 91% of the worldwide publisher ad server market for open-web display advertising from 2018 to 2022.
In the ad exchange market, Google’s AdX handled between 54% and 65% of total transactions, roughly nine times larger than its closest competitor.
The judge cited Google’s pricing power as evidence of its monopoly. Google maintained a 20% take rate for its ad exchange services for over a decade, despite competitors charging only 10%.
The ruling states:
“Google’s ability to maintain AdX’s 20% take rate under these market conditions is further direct evidence of the firm’s sustained and substantial power.”
Illegal Tying of Services Found
A key part of the ruling focused on Google’s practice of tying its publisher ad server (DFP) to its ad exchange (AdX).
The court determined that Google effectively forced publishers to use DFP if they wanted access to real-time bidding with AdWords advertisers, a crucial feature of AdX.
Judge Brinkema wrote, quoting internal Google communications:
“By tying DFP to AdX, Google took advantage of its ‘owning the platform, the exchange, and a huge network’ of advertising demand.”
This was compared to “Goldman or Citibank own[ing] the NYSE [i.e., the New York Stock Exchange].”
Case History & State Involvement
The Department of Justice initially filed this lawsuit in January 2023, with eight states. Nine more states later joined, bringing the total to 17 states challenging Google’s practices.
Michigan Attorney General Dana Nessel explained why states joined the case:
“The power that Google wields in the digital advertising space has had the effect of either pushing smaller companies out of the market or making them beholden to Google ads.”
Google has consistently denied wrongdoing. Dan Taylor, Vice President of Global Ads, stated that the DOJ’s lawsuit would “reverse years of innovation, harming the broader advertising sector.”
What This Means for Digital Marketers
This ruling has implications for the digital marketing world:
For publishers: If Google must restructure its ad tech business, the decision could give publishers more control over ad inventory and potentially higher revenue shares.
For advertisers: Changes to Google’s ad tech stack may lead to more transparent bidding and lower costs over time.
For marketing agencies: Using a variety of ad tech providers may become more important as Google faces these challenges.
What’s Next?
Judge Brinkema has yet to decide on penalties for Google’s violations. Soon, the court will “set a briefing schedule and hearing date to determine the appropriate remedies.”
Possible penalties include forcing Google to sell parts of its ad tech business. This would dramatically change the digital advertising landscape.
This ruling signals that changes may be coming for marketers relying on Google’s integrated advertising system.
Google intends to appeal the decision, extending the legal battle for years.
“We won half of this case and we will appeal the other half. The Court found that our advertiser tools and our acquisitions, such as DoubleClick, don’t harm competition. We disagree with the Court’s decision regarding our publisher tools. Publishers have many options and they…
This post was sponsored by Unbounce. The opinions expressed in this article are the sponsor’s own.
Want to increase sign-ups, sales, or demo requests from your landing page?
How can you ensure your landing page is optimized for conversions?
Landing pages can make or break your conversions.
A well-designed landing page doesn’t just look good; it also seamlessly guides visitors toward action, such as signing up, purchasing, or booking a demo.
A high-performing landing page should align with your goals:
Capturing leads.
Driving sales.
Promoting an event.
The best landing page templates are designed with conversion in mind, featuring strategic layouts, persuasive copy, and clear calls to action.
So, let’s look at a few top-performing landing page examples to learn about why they work and how you should implement them.
1 & 2. FreshGoods & Radiant Yoga Studio: Great For A Clear & Compelling Unique Selling Point
The secret to beating the competition is positioning your brand so you’re the only one in your specific space.
These conversion-optimized landing page templates effectively highlight a USP throughout the design.
A clear and bold headline that immediately communicates the core benefit.
The supporting subheadline allows brands to reinforce the core USP message by expanding on the offer in a way that adds clarity without overwhelming visitors.
The strategic use of whitespace and strong typography ensures that the USP remains the focal point, making it easy for visitors to grasp the value of the offer at a glance.
How To Recreate These Landing Pages
Step 1: Define Your Unique Selling Proposition
A strong USP makes visitors feel like they’ve found exactly what they need. Instead of blending in with competitors, it positions your brand as the only choice.
Ask yourself: What is the one reason customers should choose you over others?
Example: FreshGoods & Radiant Yoga Studio’s landing pages showcase a crystal-clear UVP in their messaging and design.
Step 2: Craft a Compelling Headline & Supporting Headline
Your headline is your first impression, so you have to make it count. The supporting headline expands on that core message.
Best Practices:
Be specific: Instead of “The Best Marketing Tool,” try “Turn Clicks into Customers with AI-Powered Marketing in Minutes.”
Reinforce value: “No coding, no guesswork. Just smarter campaigns that drive real revenue.”
Step 3: Address Concerns with Reinforcing & Closing Statements
A reinforcing statement builds trust (“Trusted by over 10,000 businesses…”).
A closing statement eliminates hesitation (“Every second you wait is a sale you’re losing. Start your free trial now.”)
3 & 4. Vita Health & Orbit SaaS: Great For Hero Images & Visual Storytelling
Before visitors read a single word, visuals will capture their attention and convey meaning.
A strong hero image isn’t just decoration, it sets the tone, builds trust, and instantly reinforces your message. The right imagery makes your offer feel more tangible, relatable, and desirable.
A landing page’s imagery is a strategic tool that helps communicate your offer, build trust, and nudge visitors toward conversion. Choose visuals that don’t just look good but work hard to sell.
A well-chosen visual:
Supports the UVP.
Evokes an emotion that drives action
Showcases the product, service, or outcome in action
Makes the page feel polished, professional, and credible
In addition to the visual, the full landing page benefits from:
Strong hero image placement
An opportunity to reinforce the messaging conveyed with the hero image throughout the page
White space highlights supporting visuals
Visual hierarchy guides site visitors down the page to the parts that matter.
How To Recreate These Landing Pages
Step 1: Choose the Right Hero Image
Before visitors read a word, visuals capture attention. A great hero image should:
Support the USP
Evoke emotion & drive action
Showcase the product, service, or outcome
Step 2: Guide the Visitor’s Eye
Strategic use of visuals can nudge visitors toward your CTA:
Eye gaze: People follow where others are looking in an image.
Angles & positioning: Lines or arrows subtly direct attention to the CTA.
Contrast & color: Key elements should stand out.
Step 3: Reinforce Messaging with Supporting Imagery
Don’t rely on just one image. Use:
Icons & illustrations
Graphs & charts
Customer photos & testimonials
Short videos or GIFs
Bonus Tip:
Use A/B testing to find the ingredients for maximum impact.
The right image can make or break conversions, so test different options. Some images resonate better with your audience, drive more engagement, or feel more aligned with your brand.
Some elements to test include:
People vs. product-focused visuals.
Static images vs. motion (GIFs or videos).
Close-ups vs. wider perspective shots.
Different background colors or lighting.
5 & 6. Serene Vista & Digital Foundry: Great For Clearly Conveying Benefits
Visitors specifically care about what it does for them.
That’s why benefits should take center stage on a conversion-optimized landing page, not just a list of features.
The headshots paired with the social proof enhance trustworthiness and make a connection with site visitors because they can see themselves in the experiences being described.
The rounded shape and contrasting colors make the social proof stand out.
Located near the point of conversion.
How To Create This Landing Page
Step 1: Choose the Right Type of Social Proof
Customer testimonials & reviews
Case studies & success stories
Logos of recognizable brands
Ratings & review scores
Media mentions & awards
Step 2: Strategically Place Social Proof
Near the CTA: Reinforces trust before action.
Midway down the page: Nudges hesitant visitors.
In the hero section: Puts endorsements front and center.
9 & 10. Livewell Lifestyle & Inner Handyman: Great For Turning Interest Into Conversions With Calls To Action
A landing page without a strong CTA is like a roadmap without a destination.
Your CTA is the single most important element that tells visitors what to do next.
And if it’s unclear, compelling, and easy to find, you’ll lose conversions.
A compelling CTA is a combination of copy, design, and placement that removes hesitation and drives action.
CTAs can be customized to stand out and get attention
CTA sizing and positioning make them clear focal points despite having multiple elements on the page. It ensures you get the most conversion power in every pixel
The CTA buttons are placed where it matters throughout the page, making sure the page attempts the conversion when and where it matters most
How To Recreate These Landing Pages
Step 1: Craft a Clear, Compelling CTA
A high-converting CTA should be:
Action-oriented: “Start Growing Today” vs. “Submit”
Benefit-driven: “Unlock Exclusive Access” vs. “Sign Up”
Urgent (if appropriate): “Claim Your Spot Today”
Step 2: CTA Placement for Maximum Impact
Above the fold: First CTA visible immediately.
After key information: CTA follows value explanation.
Near social proof or benefits: Reinforces trust.
At the end of the page: Captures hesitant visitors.
Step 3: CTA Design That Stands Out
Color contrast: The CTA should pop from the background.
Size & positioning: Large enough to be noticeable but not overwhelming.
Whitespace & directional cues: Ensures the CTA is the focal point.
Bonus Tip:
A/B test your CTAs for better conversions.
CTAs aren’t one-size-fits-all. Even small tweaks can make a huge impact on conversions, so A/B testing different variations is essential:
Wording – Try “Get Started” vs. “Try It Free”
Color – A bold button color vs. a softer, branded one
Placement – Above the fold vs. midway down the page
Size and shape – Larger buttons vs. compact ones
Personalization – “Start My Free Trial” vs. “Start Your Free Trial”
Build High-Converting Landing Pages Faster
A great landing page isn’t just about design.
It’s about strategy.
Every element, from your USP and hero images to your social proof and CTAs, is critical in guiding visitors toward conversion. When these elements work together, your landing page drives action.
But building a high-converting landing page from scratch can be time-consuming and complex. That’s why using proven, conversion-optimized templates can give you a head start.
With Unbounce, you get access to 100+ professionally designed landing page templates built for maximum conversions. Whether capturing leads, promoting a product, or running a campaign, these templates help you launch faster, test smarter, and convert better—without needing a developer.
Ready to build an optimized landing page that converts?
Explore Unbounce’s best-performing templates and start optimizing today!
Google has announced an upcoming revision to its Gambling and Games advertising policy, which will take effect on April 14.
The company shared a preview of the new guidelines before the official rollout.
We observed several additions worth highlighting after comparing the preview to Google’s existing policy.
Below is an overview of the changes advertisers need to know.
Stricter Definitions
One of the most notable changes is the more precise way the policy defines “gambling” and “gambling-promoting content.”
Under the new guidelines, any content that provides direct links to online gambling or facilitates gambling services will be labeled as gambling-promoting.
This clarifies that aggregator or affiliate websites must exclusively focus on providing information or comparisons about authorized gambling services. Anything beyond that scope will face restrictions.
Country-Specific Requirements
While the current policy generally refers to “country restrictions,” the updated policy offers a detailed list of countries that permit or prohibit various forms of gambling.
This includes explicitly referencing nations where offline gambling ads are entirely banned (for example, Bulgaria, China, and Egypt).
The policy also addresses social casino games. It specifies which regions require a separate certification application and confirms where social casino game ads may be lawfully run.
New Guidance On Mahjong & “Casino-Like” Games
The updated policy has a specific clause prohibiting promoting Mahjong activities involving money in the Asia-Pacific region. In the past, Mahjong wasn’t explicitly mentioned.
Further, the definition of “online gambling” now covers any games traditionally associated with casinos, even if they use virtual currencies or items with real-world value.
Licensing & Certification
In the updated policy, Google advises maintaining valid licenses and registrations.
As an advertiser, you must notify Google if your licenses are suspended, revoked, or terminated. Serving gambling ads without valid documentation can result in account suspension.
Previously, this requirement was in place but less explicitly highlighted.
Social Casino Games
The updated policy devotes considerable attention to social casino games.
These online games simulate gambling yet do not offer a chance to win money or prizes of real-world value. The preview clarifies that social casino advertisers must apply for certification and keep separate accounts if they also promote real-money gambling content.
Additionally, any real-money gambling ads in social casino games or related websites are strictly disallowed.
Policy Violations
Google considers breaches of social casino game regulations “egregious,” meaning they could result in immediate and permanent account suspensions.
While similar penalties existed in the prior policy, the update stresses the severity of non-compliance in the social casino game category.
In other sections, repeated or severe violations can also result in an account suspension.
New Section On “Online Non-Casino Games”
The updated policy distinguishes between general “online non-casino games” and conventional gambling.
This separate category covers skill-based gaming, offering advertisers more clarity on when special certifications may apply.
Under the new policy, if a skill-based game meets the legal definition of gambling in a particular region, the advertiser must follow all gambling-related restrictions and obtain the necessary approvals.
What This Means For Advertisers
Advertisers looking to promote gambling, social casino services, or non-casino games need to:
Review Licensing: Ensure any relevant permits are current and that Google knows of any changes.
Obtain Certifications: Apply for and maintain the necessary Google Ads certifications based on the specific gambling category and target regions.
Manage Target Countries: Ads targeting disallowed regions may be disapproved or labeled “Eligible (limited).”
Monitor Policy Requirements: Review the aggregator and affiliate site rules to avoid inadvertently promoting gambling activities outside the scope of local regulations.
Looking Ahead
You can view the updated policy and review the changes before they take effect on April 14.
If you plan to continue gambling-related ads after that date, be aware of these updates. For more details, visit Google’s Help Center and check local laws.
Hiring the right digital marketer can make or break your marketing team.
With new tools, platforms, and regulations cropping up constantly, you’re not just looking for someone who “gets PPC” or can crank out social media posts.
You need a pro who can adapt to change, think strategically, and roll with the punches when things don’t go as planned (because they rarely do).
Whether you’re at an agency or in-house managing a marketing department, hiring for digital marketing roles today means going beyond surface-level questions.
It’s about diving deeper to understand how candidates think, problem-solve, and approach their craft in a way that aligns with your business goals.
Sometimes, the “why” behind these questions is more important than the question itself.
Here are 15 crucial interview questions to help you hire your next digital marketing rockstar.
Tactical Knowledge Questions
The first set of questions focuses on an individual’s tactical knowledge of digital marketing.
1. How Do You Use AI And Automation To Improve Your Campaigns?
This question uncovers whether the candidate is using these tools for better performance or simply riding the hype wave.
What to listen for: Candidates should provide specific examples, such as using AI for bid adjustments in PPC or helping analyze campaign data for better optimizations. Red flags include vague responses or over-reliance on automation without understanding its impact.
2. What’s Your Approach To Building And Refining Audience Segments For Targeted Campaigns?
Audience targeting has become more nuanced, and it’s a skill you can’t skip.
This question dives into their strategy for reaching the right people at the right time.
What to listen for: Specific techniques like combining customer relationship management (CRM) data with platform insights or testing lookalike audiences. Be wary of candidates who rely solely on pre-set audience templates without customization.
3. What Platforms Are Your Favorite To Work In, And Why?
Asking this question helps understand the individual’s strengths in certain channels, and where they could use room to grow.
What to listen for: A great digital marketer should be able to comfortably work across platforms and different tools. This is true whether you’re talking about hiring someone for PPC or SEO, or even a cross-channel marketer.
4. How Do You Leverage First-Party Data To Inform Your Campaigns?
What to listen for: A candidate may talk about strategies like email segmentation, loyalty programs, or even how they’ve approached capturing first-party data to ensure they’re able to properly use them in campaigns. A potential red flag is relying on outdated cookie-based methods without a backup plan.
5. Can You Share An Example Of Using Cross-Platform Advertising That Has Driven Results?
As digital marketers, we know most campaigns aren’t “one and done” on a single platform. Candidates need to show how they think holistically about digital ecosystems.
What to listen for: Strong examples include integrating Google Ads with Meta campaigns or leveraging TikTok for awareness and retargeting on a different platform. A red flag is a candidate focusing only on one platform without considering how they interconnect and inform each other.
6. What’s Your Experience With Data Visualization Tools, And How Do You Present Campaign Performance To Stakeholders?
Explaining results is just as important as achieving them. This question gets into their communication skills and ability to tell a story with data.
What to listen for: Candidates should mention the use of different tools like Looker Studio and explain how they tailor reports to different audiences. Watch out for overly technical explanations that might confuse stakeholders.
Strategic Knowledge Questions
It’s not only important to know how to do the job, but also to know why you’re doing what you’re doing.
The next set of questions allows you to dive deeper into the candidate’s mindset and see if they can put the strategic pieces together for clients.
7. How Do You Stay On Top Of Industry Changes, And What’s Something You’ve Learned Recently That Impacted Your Work?
The digital landscape changes every single day.
If someone isn’t staying current with best practices and platform changes, it can be detrimental to client success. You need to have someone on the team who is fully aware of any changes in the industry that could impact performance.
What to listen for: Understanding what methods a candidate uses to stay “in the know” is important. If a candidate says they’re too busy to set aside time to read up on trends, I’d consider that a red flag.
8. Have You Had To Pivot A Campaign Due To Changing Data Privacy Regulations?
Data privacy laws have changed the name of the game, especially in PPC.
This question tests how the candidate navigates regulations while keeping campaigns effective and compliant.
What to listen for: Look for examples like shifting to first-party data or adjusting targeting strategies in light of GDPR or CCPA. Red flags include ignoring compliance issues or struggling to adapt when audience data becomes restricted.
9. How Do You Measure Success Across Different Types Of Campaigns?
Success isn’t one-size-fits-all. The answer should show how they align goals, metrics, and performance analysis for various strategies.
What to listen for: Candidates should mention setting specific KPI goals based on the channel and objective of a campaign. Be wary of those who rely on vanity metrics like impressions without tying them to business outcomes.
10. How Do You Explain Complex Answers To A Client Or Someone In A C-Suite Role?
This will inevitably happen in any digital marketing role. It’s easy when you’re working as a team, and everyone knows the ins and outs of acronyms, in the weeds content.
Sometimes, you need to explain something like you’re talking to a third grader. Less is more.
Green flags to listen for:
Candidates who know how to navigate their language based on the role of the person they’re talking to.
When a candidate has the knowledge of basic business questions that the role cares about.
They know how to explain the “why” behind performance peaks and valleys.
Red flags to listen for:
Does the candidate dance around this question?
Is this candidate someone who might have difficulty thinking on their feet?
Do they believe in sharing too much data in order to avoid questions?
Culture & Fit Questions
This last set of questions is really looking at the long-term impact of your digital marketing hire.
You’re not looking to hire temporarily; you’re hiring for the long haul.
You want to feel confident in your candidate selection based on their character, the ability to collaborate with others (teams and clients), and, of course, the empathy factor.
11. What Is Your Management Style, And How Do You Ensure Alignment Within A Team?
Leadership and collaboration are critical in marketing roles.
This question helps asses how their approach complements your team dynamics.
Green flags to listen for: Strong candidates will mention fostering open communication, using clear goal-setting frameworks, or adapting their style to individual team members.
Red flags to listen for: If you notice any micro-management tendencies or when the candidate avoids conflict resolution.
12. How Do You Balance Working Independently With Collaborating Across Departments?
Similar to the question above, digital marketers often juggle solo tasks with cross-functional initiatives.
Everyone performs their duties well in different scenarios. In some cases, digital marketers are required to work alone, on a team, or both.
This question highlights their adaptability to working together as a team versus in a silo.
What to listen for: Examples of successfully managing independent projects while aligning with other team departments. Be cautious of candidates who struggle to collaborate, communicate, or prefer working in silos.
13. Can You Describe A Time You Contributed To Maintaining A Positive Team Culture?
A strong company culture is key to retention and productivity.
This question reveals how they value and influence workplace dynamics.
What to listen for: Specific instances where they recognized a fellow colleague, facilitated team bonding, or helped resolve conflicts. Avoid candidates who dismiss culture-building as unimportant.
14. How Do You Handle Constructive Feedback, Both Giving And Receiving It?
Feedback is essential for any type of growth. This question assesses their ability to engage in productive conversations.
What to listen for: Look for examples of accepting feedback gracefully, acting on it, and offering constructive criticism thoughtfully. Red flags include defensiveness or avoiding difficult conversations.
15. What Are You Looking For In This Role?
Personally, I used to cringe at this question. Now, I find myself asking this to anyone I interview.
Bringing in a new person to an organization costs a lot of time and money. Think of all the training that goes into a new hire, the staffing that’s required to help train and mentor them, etc.
What to listen for: If they don’t have a clear answer, that’s a potential red flag. Are they simply looking for a stepping-stone position? While there’s nothing wrong with that, it’s better to know upfront to align expectations for both parties.
At the end of the day, do their motives fit in with your company’s culture and values? If not, they likely aren’t the right candidate.
Wrapping It Up
Hiring the right digital marketer isn’t just about finding someone with a great resume.
It’s about finding someone who fits with your team, aligns with your company goals, and has the skills to thrive in an ever-changing space.
Use these questions to dig deeper and uncover candidates who have the mix of experience, adaptability, and strategic thinking you need for this year and beyond.
Because let’s face it: You’re not just hiring for today’s challenges – you’re hiring for tomorrow’s opportunities.
Advertising can pull your company forward like an 18 wheeler, but it can also create a risky dependency that backfires when you need to reduce budgets or reduce advertising spend.
Think about it like over-watering a plant. Too much of a good thing can be a bad thing.
Lately, I’ve encountered a lot more companies that need to pull paid budgets back and struggle to hit the growth targets as a result.
The solution to this problem is simple: a safety net of organic channels that catches you when you need it. But making it happen is hard.
Tough Waters
Screenshot from layoffs.fyi, January 2025
Channel diversification is the thing you didn’t know you needed until you realize you need to cut budget and you’re too dependent on a single channel. I could be SEO, too.
Lately, budget and people cuts have become the norm:
Big tech companies have conducted mass layoffs to navigate tougher market waters. Over 150,000 tech workers were laid off in 2024 alone.1
Marketing budgets dropped by an average of 15% in 2024 compared to 2023, and minus 26% compared to 2019.2
Higher interest rates make it harder to raise money, unless you’re an AI startup right now, which means that it’s harder to grow as aggressively with advertising.
The frivolous spending times are over. And as a company, you need to build resilience, like an investor who diversifies their portfolio – even though some of their assets have grown really well.
Reducing Your Ad-diction
The common approach to ad spend is to either ramp it up as long as your lifetime value is higher than your customer acquisition cost and net retention is positive, or you simply exhaust your available budget. Often, it’s both.
But the position you actually want to be in is one where you could quickly cut 20-30% of the advertising budget and still grow. That is true resilience.
And resilient companies deliver 150% higher growth, according to a McKinsey analysis.
Screenshot from mckinsey.com, January 2025
McKinsey found that:
During times of economic uncertainty, marketing is more important than ever. Instead of trimming, companies can empower their CMOs to adopt an investor mindset.
By eliminating inefficient spend and reinvesting it in high growth areas, resilient marketers will weather pending storms while also creating opportunities to rebound stronger.3
Channel Diversification
Image Credit: Kevin Indig
When I looked at the channel mix of sites in the biggest industries, I found that B2B enterprise and SaaS companies get much more direct and referral traffic, but less from social marketplaces have the highest percentage of organic traffic, while D2C companies lean mostly on paid.
Remedy
To diversify from advertising, you need to inevst in organic channels like SEO, content marketing, organic social, organic YouTube, etc. Organic channels require only fixed instead of marginal costs like advertising budget.
So, your investment becomes more efficient because returns can scale even without investing more money.
On top of that, organic channels can make paid channels more efficient (e.g., Search), even when you don’t need to reduce budgets.
The challenge is that organic channels take a while to build and don’t have as crisp attribution as paid channels.
The best framework for balancing paid vs. organic channels is earned, owned, and paid.
Image Credit: Kevin Indig
Earned channels are the ones where you need to put in the work for additional visibility.
Owned channels are the ones that are already yours; they just need to be optimized.
Side notes: Your product is the most forgotten-owned channel. You can drive new customers with user referral loops and retention tactics, which, in return, also makes you less dependent on advertising to bring in new customers.
Image Credit: Kevin Indig
To prioritize the right organic channels, measure where your audience is against audience size.
First, find out where your audience is by looking at high-affinity websites in SparkToro, survey your existing customers, or analyze which channels/platforms send you referral traffic in your web analytics tool of choice.
Then, find out the audience size per channel. For example, if you have a highly engaged audience on Reddit but the most relevant subreddit has only 1,000 members, it might be smarter to go after SEO if your relevant keywords have a promising search volume.
A very common sequence of channels that I found to be successful is to prioritize product referrals, then invest in SEO plus email, then in organic YouTube, and then look at alternative channels.
What’s important is to define very clear criteria for when a channel is established based on its impact on the bottom line so you can explore the next one.
Trimming
The most efficient approach to cutting advertising budgets I found is to start with branded terms and paid search.
Many companies spend millions of dollars to bid on their own brand, but it’s not always necessary.
Incrementality testing can reveal that organic search can catch the majority of brand traffic just as well when the product is known enough.
We did large incrementality tests across our product portfolio back at Atlassian and noticed that known products like Jira don’t need paid spend on branded terms. Organic does the job just as well.
Efficient cutting also factors in where your audience is. In SaaS, you commonly cut paid search last and social first. But in commerce, it might be the other way around.
However, the biggest mistake that I see companies make is to cut off brand advertising entirely. You still need brand awareness to feed performance channels and SEO.
Higher paid spend doesn’t always translate into more or better traffic. Two examples I found are Salesforce and Shopify.
Salesforce ramped up paid spend significantly in Q4 but didn’t see a proportionate traffic increase.
Shopify shows a similar pattern, just that its paid spend has grown over the last two years.
These trends don’t have to be bad, and both companies have a diversified channel mix.
They just show that advertising returns can fluctuate, and having optionality is critical to survive the winters so you can enjoy the summers.
Google announced it will launch a new Dating and Companionship Ads policy and certification program on March 4.
This update aims to improve oversight of dating ads on Google’s advertising platforms.
New Policy Highlights
Advertisers must get certification from Google to run dating or companionship ads under the new policy.
The policy bans certain ads, including those that:
Promote underage dating
Use misleading images or text
Promote paid companionship or sexual acts
Support exploitative or deceptive practices
Advertise mail-order spouses
Some ads for hook-up, fling, swinger sites, affair services, sexual fetish dating, and apps with nudity or suggestive content will face additional restrictions.
Ad serving restrictions will depend on the ad type, user age, local laws, SafeSearch settings, and past searches for sexual content.
Transition Period
Google’s new Dating and Companionship Ads policy will take effect on March 4.
Advertisers should review their ads now to ensure compliance, either obtaining certification or removing non-compliant ads. Enforcement will gradually increase after the launch.
While this is a standalone policy, it incorporates relevant rules from Google’s existing policies on Inappropriate Content and sexual content, which will also be updated at the same time.
Implications For Advertisers
Brands in the dating and companionship industry must review their ads and landing pages to comply with Google’s new policy rules.
Certification will be mandatory to continue advertising in this area.
This policy aims to create a safer advertising environment by reducing misleading and inappropriate ads, helping to build trust among users of dating services.
As the March implementation date approaches, Google will share more details about the certification process and policy updates.
The Department of Justice (DOJ) and Google gave their final arguments on Monday in an antitrust case regarding Google’s digital advertising technology.
U.S. District Judge Leonie Brinkema is expected to make a decision by the end of the year.
DOJ’s Argument
The DOJ claims that Google has built and kept a monopoly in open-web display advertising through products like DoubleClick, Google Ads, and AdExchange.
They say Google holds about 91% of the market for publisher ad servers and 87% for advertiser ad networks.
The case against Google is supported by a 2009 email from former Google executive David Rosenblatt. He mentioned the company’s goal to “do to display what Google did to search.”
Prosecutors argue that this shows Google’s plan to control the digital advertising market.
Another important part of the trial is Google deleting internal chat messages. Google claims most of these were casual chats but admitted that some included business discussions.
Google’s Response
Google is challenging the DOJ’s definition of the advertising market.
Google believes digital advertising has three separate markets, while the DOJ sees it as one two-sided market.
Google argues it competes with several platforms, including:
Social media platforms like Meta and TikTok
Streaming services
Mobile app advertising
When considering these competitors, Google claims its market share is only about 10%. The company also states that this share is shrinking due to increased competition.
Additionally, Google points out that it has spent billions developing ad-matching technology. It argues that it shouldn’t have to share this competitive advantage with other companies.
Potential Consequences
If Judge Brinkema finds Google guilty of unfair business practices, the case will move to the next phase focused on solutions.
The DOJ and the states involved may try to make Google sell some parts of its ad tech business, earning tens of billions of dollars yearly.
This case is happening alongside another antitrust case targeting Google’s search business. In that case, Google might also have to sell its Chrome browser and face other penalties.
Publisher & Advertiser Impact
The case highlights tensions between Google and its customers:
Publishers say they must use Google’s full ad stack to earn more.
Advertisers feel they have few options to reach large audiences.
Small businesses worry about rising advertising costs.
The government claims Google’s dominance prevents fair revenue for publishers, stating the company takes up to 36% in commission.
Google argues its “take rate” is now 31% and falling and is lower than competitors’.
Looking Ahead
Judge Brinkema is expected to issue a written ruling on the case by the end of the year.
The outcome could set important precedents for how antitrust law applies to digital markets.
With hindsight, the previous epoch could be called “The Age of the One-Trick Pony.” It began back in 2002 when Google passed more than a dozen crawlers and directories to become the dominant search engine.
If you learned how to improve a website’s visibility in Google’s natural or unpaid search results, then you could get a respectable job as a search engine optimizer.
Going forward, SEO specialists will need to invest more time in learning four additional disciplines: digital analytics, digital advertising, content marketing, and social media marketing.
SEO managers will also need to demonstrate critical thinking about digital marketing strategy if they ever hope to climb the ladder.
So, where should you begin?
Digital Analytics
You should start by learning more about digital analytics, which is the process of collecting, measuring, analyzing, and interpreting data from digital sources to understand how users interact with online content.
This will help you understand why traditional metrics like “keyword rankings” and “organic pageviews” – which are the top two performance metrics that SEO professionals use to measure success in 2024 – aren’t getting noticed anymore. This means they’re never going to help you get a promotion, let alone a seat at the big table.
“Keyword rankings and pageviews are not necessarily relevant to business goals. They’re the main metrics being disrupted right now, but it’s critical to lean into disruption to discover opportunities and change strategies.”
He used a clickstream panel from Datos to tackle a couple of critical questions:
What typically occurs after Americans and Europeans perform a Google search?
In 2024, what percentage of searches end without any clicks?
As the twin charts below indicate, close to 60% of Google searches result in zero clicks, while slightly more than 40% result in a click.
Image from Sparktoro, September 2024
Of the searches that result in a click, about 25-30% go to platforms that Google owns, including YouTube, Google Images, Google Maps, and Google News. Meanwhile, the other 70% to 75% go to a non-Google-owned, non-Google-ad-paying property.
For every 1,000 Google searches, only 360 clicks in the U.S. and just 374 clicks in Europe go to the open web.
That is why you should use digital analytics to measure the impact of visibility in Google’s natural or unpaid search results on raising brand awareness.
In the late 1980s, I was the director of corporate communications at Lotus Development Corporation and at Ziff-Davis during the 1990s. Back then, I began utilizing surveys to measure the impact of publicity on brand awareness.
Today, you can use a modified version of brand lift surveys to measure this KPI.
Brand lift surveys ask people questions about your brand and products – either before and after your target audience has been exposed to a new campaign or at regular intervals.
The questions can help you understand how your SEO efforts and other cross-channel programs are impacting your brand, including:
Awareness.
Consideration.
Favorability.
Purchase intent.
In other words, learning to use digital analytics to measure, analyze, and interpret data is significantly more valuable to your career than just using the same old web analytics metrics that SEO pros have been collecting and reporting for more than 20 years.
Digital Advertising
Next, I would recommend learning more about digital advertising, which includes pay-per-click (PPC) advertising.
Digital ads can appear in many forms, including text, images, audio, and video, and can be found on various platforms, such as search engines, social media, and websites.
You’re probably sharing your keyword research with colleagues in your advertising department or over at your ad agency. But that is just the front end of a longer process – you should learn more about the middle and back end, too.
For example, I had bet dollars to donuts that your colleagues in advertising are busy setting up audiences in Google Analytics 4, which lets them segment users in ways that are important to your business.
By linking your GA4 account to Google Ads, they can remarket to them.
Why does this represent a strategic opportunity for SEO pros?
“People don’t make decisions in a neat, linear fashion.”
Between the moment they realize they need or want something and the moment they make a purchase, a lot happens.
The research also found:
“People look for information about a category’s products and brands, and then weigh all the options.”
They go through two different mental modes in the messy middle: exploration, which is an expansive activity, and evaluation, which is a reductive activity.
It concluded:
“Whatever a person is doing, across a huge array of online sources, such as search engines, social media, and review sites, can be classified into one of these two mental modes.”
So, how do SEO professionals harness this insight?
What if you started building “SEO audiences” in GA4 to help people in the “messy middle” of their purchase journey?
You could then share your SEO audiences with your colleague in advertising, who could then create a remarketing campaign targeted at this specific group of users – and help them complete their purchase journey.
For example, if your SEO program builds an audience of 1,000 users who:
Begin the checkout process, then your colleague could use Google Ads to ask them to make a purchase.
Download a white paper, then your colleague could use Google Ads to ask them to complete a registration form.
Scroll to 90% of a blog post or article, then your colleague could use Google Ads to ask them to subscribe to a newsletter.
SEJ’s State of SEO 2025 says the biggest barrier to SEO success in the last 12 months was “budget and resources.” And that was followed by two other traditional barriers: “Google algorithm updates” and “competition in SERPs.”
But if you dig a little deeper, the fourth item on the list of the biggest barriers to SEO success was “alignment with other departments.”
So, imagine what would happen if the SEO and PPC people started working together to help people in the “messy middle” of their purchase journey?
Content Marketing, Social Media Marketing, And SEO
Speaking of alignment with other departments, SEO pros need to learn even more than they already know about content marketing and social media marketing.
Overlapping responsibilities can be a waste of time and frustrating for teams. So, these tend to be the first things that companies and clients trim when they tighten their purse strings.
Ironically, slightly overlapping roles can improve workflow integration. This is because each role’s activities impact the next process in the workflow.
Alignment with other departments isn’t just a way to keep your SEO budget and resources from being cut. It is also a way to overcome other barriers to SEO success, like “Google algorithm updates” and “competition in SERPs.”
The article by Kevin Indig dives into the latest data on AI Overviews (AIO) to understand domain visibility, citation trends, and effective search strategies crucial for SEO success.
What does he notice? The top three most cited domains in AIOs are:
YouTube.com.
Wikipedia.com.
LinkedIn.com.
What does he wonder?
“The fact that two social networks, YouTube and LinkedIn, are in the top three most cited domains raises the question of whether we can influence AIO answers with content on YouTube and LinkedIn more than our own.”
Indig also notes that videos take more effort to produce than LinkedIn answers, but videos might also be more defensible against copycats. So, “AIO-optimization strategies should include social and video content.”
Let us imagine that you are the SEO manager at a Fortune 500 company. What would happen if your chief marketing officer (CMO) decided to create a task force to develop AIO-optimization strategies?
If the task force included managers from the SEO, content marketing, and social media marketing departments, then how likely is it that you would be selected to head up this team?
Since then, SEJ’s State of SEO 2025 confirms that 46.3% of SEO professionals are “content goblins,” a term that the author coined to describe people “willing to eschew rules, morals, and good taste in exchange for eyeballs and mountains of cash.”
Another 25.2% of SEO pros are “alligator wrestlers,” another term coined by The Verge to describe the link spammers who want people to click on “WATCH: 10-foot Gator Prepares to Maul Digital Marketers.”
And 19.6% were confused by these descriptions, which indicates that they don’t get out of their silos very often.
So, how do you avoid the stereotype that SEO pros are hustlers, while simultaneously demonstrating that you have the education, expertise, and experience needed to lead an interdisciplinary team?
But you’d probably improve your chances of getting the new position by also reading:
In other words, the more you know about content marketing and social media marketing, the more likely it is that you will be chosen to head up a task force to develop AIO-optimization strategies.
And working collaboratively with other departments to leverage YouTube, LinkedIn, and cross-channel strategies will also increase your odds of getting promoted in the foreseeable future.
Digital Marketing Strategy
But when you climb the corporate ladder, don’t be surprised if your next job title doesn’t include the term “search engine optimization” or “SEO.”
“Over the last 18 months there has been a marked decline in the job market for senior SEO leadership roles across in-house and agency landscapes, and this trend is persisting.”
And he wondered:
“Maybe companies don’t believe SEO by itself is enough anymore. Job seekers need SEO plus something extra.”
As I mentioned earlier, the era of one-trick ponies is about to end. What comes next can only be described using Words of Estimative Probability (WEP), which are used by intelligence analysts in analytic reports to convey the likelihood of a future event occurring.
So, whether you’re called the VP of marketing, CMO, or chief growth officer (CGO), the challenge will be the same: Create successful digital marketing strategies when your global company or top brand is faced with unexpected opportunities or unanticipated threats in the unforeseeable future.
What are the odds that you can overcome that challenge?
You can increase the likelihood of success by reading case studies and then asking yourself two questions:
What do I notice?
What do I wonder?
I used this approach when I wrote the chapter on digital marketing strategy in the book, “Digital Marketing Fundamentals.” I shared two articles that I had written for Search Engine Journal:
Now, learning lessons from others is a good start, but you can significantly improve your chances of success by borrowing a big idea from my old friend and former colleague, Avinash Kaushik. He wrote an article titled, Stop Exceeding Expectations, Suck Less First.
He said that we should stop trying to “exceed the (often less-than-optimally informed) expectations of Wall Street Analysts” because “this desire to overachieve also comes at a very heavy cost – it drives sub-optimal behavior.”
Instead, he recommended this “as the #1 goal for your company: Suck less, every day.”
How does this incremental approach help a VP of marketing, CMO, or CGO achieve their business objectives?
“More often than not, magnificent success results from executing a business plan that is rooted in a strong understanding of the landscape of possibilities, and a deep self-awareness of business capabilities. These business plans will contain a structured approach…”
Then, he shared the Digital Marketing “Ladder of Awesomeness” below.
Image from Occam’s Razor by Kaushik, September 2024
Next, Kaushik shared the Digital Analytics “Ladder of Awesomeness” below, which outlines the KPIs for each step.
Image from Occam’s Razor by Kaushik, September 2024
Now, your twin ladders of awesomeness might look a little different than his because this is 2024 – not 2013.
And both digital marketing and digital analytics have evolved. But the step-by-step process that Kaushik outlined will help you make the hard choices that are the most relevant for your company or brand when it finds itself in an unexpected, unanticipated, or unforeseeable position.
So, the first step in this new era of SEO is developing digital marketing strategies that help you avoid the pitfalls, seize the opportunities, and climb the ladder of success.
In parallel, the second step should be learning how to measure incrementality, the conversions that would not have occurred without marketing influence.
Oh, it’s also smart to start climbing these twin ladders of awesomeness as quickly as you can.
Why? Because the clock is ticking.
According to Spencer Stuart’s most recent CMO Tenure Study, Fortune 500 CMOs had an average tenure of 4.2 years last year.
However, there are differences between diverse types of companies.
CMOs at B2B companies tend to stay in their roles for an average of 4.5 years; CMOs at B2C companies average 4.0 years; CMOs at the top 100 advertisers hand on to their jobs for just 3.1 years.
In the next couple of years, a significant percentage of CMO jobs are going to open suddenly. How likely is it that you’ll be ready to be interviewed for one of them?
Spencer Stuart also noticed that 34% of Fortune 500 CMOs lead functions in addition to marketing, such as communications. So, the “plus something extra” trend extends from the SEO manager level all the way up to the CMO level.
The Age Of Awesomeness
Take an expanded view of marketing leaders’ growing purview and start climbing the ladder as soon as humanly possible.
The only thing that’s left to do is coin a unique term for the new era we’re entering.
We could call it the “Age of Awesomeness” or the “Epoch of Twin Escalators.” But I’m open to other suggestions.
What have you noticed, and what have you wondered?
We’ll explore four key themes that can drive more successful international PPC results:
Keyword localization.
Geo-specific bid adjustments.
Market-specific creative adaptation.
Leveraging automation tools for international scaling.
1. Keyword Localization: Translating Intent, Not Just Language
Keyword localization is a cornerstone of international PPC success, but it’s often misunderstood as a simple translation exercise.
When translating keywords from one language to another, it’s not a “2+2=4” equation most of the time.
In reality, it’s much more complex.
Keyword localization involves understanding the intent behind searches and adapting keywords to match the local language, cultural context, and user behavior.
Steps To Effective Keyword Localization
Market Research: Before diving into translation, research how consumers in the target country search for products or services. This involves understanding search intent, popular terms, slang, and regional dialects.
Translation with a twist: Work with native speakers or linguists familiar with the market. Tools like Google Translate can give you a starting point, but they won’t capture cultural subtleties. Manual keyword research in local search engines is vital.
Use local search engines: Google may dominate globally, but other regions may favor different search engines. Baidu in China, Yandex in Russia, and Naver in South Korea have distinct algorithms and keyword trends. Tailor your keywords to the dominant platform in each market.
Test and optimize: International markets are fluid. What works in one month might need refinement in the next. Regularly review performance and optimize based on search trends, conversion data, and shifting customer behaviors.
For example, in Spain, the keyword “coches baratos” (cheap cars) may seem like a direct translation of its English counterpart.
However, further research might reveal that “ofertas coches” (car deals) or “vehículos económicos” (affordable vehicles) performs better depending on user intent.
2. Geo-Specific Bid Adjustments: Tailor Bids For Performance By Region
International campaigns are prone to fluctuations in performance, driven by differences in local competition, purchasing power, and user behavior.
Geo-specific bid adjustments allow you to tailor your bidding strategy to the realities of each market, maximizing return on ad spend (ROAS).
Below are some best practices for geo-specific bidding:
Analyze Regional Performance: Use data to assess performance on a country or even city level. Look for patterns like higher conversion rates in certain regions and adjust bids accordingly. This is especially important in diverse markets where sub-regions may perform differently, like the UK or Canada.
Adjust Bids Based on Currency Value and Buying Power: Regions with lower purchasing power or fluctuating currency values may require different bid strategies. In some markets, a lower cost-per-click (CPC) approach could help maintain profitability.
Consider Time Zone Differences: Adjust bids based on peak performance hours in each time zone. A broad international campaign can benefit from time-based adjustments that ensure ads show during peak periods in each country.
For instance, if your campaign targets both New York and Berlin, you may find that your peak performance hours vary drastically, necessitating different bid adjustments to maximize efficiency.
In this instance, it’s likely worth segmenting your campaigns by region to account for maximum return on investment or ROI in each region.
In larger enterprise accounts, most regions have different audience sizes, which require different budgets.
If your brand falls into that category, it may be worth creating a separate Google Ads account per region, which can roll up into one MCC account for easier management.
3. Market-Specific Creative Adaptation: Speak The Local Language Through Ad Copy
One of the most common mistakes in international PPC campaigns is failing to adapt ad creatives to local contexts.
Just as keyword localization requires cultural adaptation, ad creatives must be tuned to resonate with local audiences.
A few approaches to localized creative to think about include:
Ad Copy and Messaging: Localize ad copy to reflect cultural preferences, holidays, humor, and common phrases. Avoid literal translations that may miss the mark. Collaborate with local copywriters who understand the nuances of language and sentiment.
Visual Adaptations: Imagery that works in one region may not resonate in another. If your ad visuals feature people, clothing, or settings, make sure they align with local norms and expectations.
Calls to Action (CTAs): CTAs should be adapted based on local shopping behaviors. In some regions, urgency works well (“Buy Now”), while in others, a softer approach may perform better (“Learn More” or “Discover”).
For example, a successful ad campaign in the US using a humorous tone may need to be entirely rethought for a market like Japan, where subtlety and respect play a bigger role in advertising.
4. Leveraging Automation Tools For International Scaling
Managing international PPC campaigns across multiple markets can quickly become overwhelming.
Automation tools, both native to ad platforms and third-party solutions, can help streamline campaign management while still allowing for localized control.
Automation Tactics To Help Scale International PPC Campaigns
Smart Bidding: Utilize Google or Microsoft’s automated bidding strategies tailored to individual market performance. Smart bidding leverages machine learning to optimize bids for conversions or ROAS, adjusting bids based on real-time data.
Dynamic Search Ads (DSAs): Dynamic Search Ads can help expand your reach by automatically generating ad headlines based on your website’s content. For international campaigns, ensure that your website is properly localized to ensure the DSAs serve relevant, accurate ads.
Automated Rules and Scripts: Set up automated rules or scripts to adjust bids, pause underperforming keywords, or raise budgets during peak times. For example, you might set rules to increase bids during holidays specific to individual regions, like Singles’ Day in China or Diwali in India.
Automation tools should be used to complement your manual efforts, not replace them. While they can help manage large campaigns more efficiently, regular oversight and optimization are still essential.
A Holistic Approach To International PPC Success
Expanding into international PPC campaigns presents both challenges and opportunities.
Success depends on taking a holistic approach that incorporates keyword localization, tailored bidding strategies, localized creatives, and effective use of automation.
By adapting your strategies to each specific market, you’ll be able to tap into the unique search behaviors, cultural nuances, and competitive dynamics of global consumers.
Remember that the global PPC landscape is constantly evolving, and regular monitoring, testing, and optimization will be key to staying ahead of the competition.
Whether you’re managing campaigns in-house or as part of an agency, these best practices will help you optimize your international PPC efforts and drive better performance across borders.
