SEOs and PPCs need to talk more and learn from each other.
For example, did you know you can actually connect Search Console to Google Ads from within the Ads reporting??
No? I didn't either until this week's guest told me about it... learn that, and a ton more in this great conversation.
Navah Hopkins is Microsoft's Ad Liaison, an International Speaker, answer's questions in SEJ's monthly column called Ask The PPC and has been in marketing, PPC and SEO for 17+ years.
This episode was recorded with Riverside which has sped up my podcast process ten fold and why I am now able to publish more episodes again.
Reach me at dan at evolvingseo.com for SEO, AI Search or YouTube Visibility Consulting
Links and resources mentioned:
Chapters (auto generated by Riverside):
00:00 Understanding Keywordless Targeting
03:01 The Role of Landing Pages in PPC
07:06 Navah's Journey and Current Role at Microsoft
11:10 Debunking Myths About Microsoft Advertising
14:18 The Future of Landing Pages
16:30 Gathering Intelligence from PMAX Campaigns
20:22 Connecting SEO and PPC for Better Insights
29:54 Convergence of Brand and Performance in AI
30:20 The Role of AI in Brand Discovery
32:34 Understanding Conversion Paths in AI
33:56 Importance of Product Catalogs and Reviews
37:09 Navigating Feeds and Merchant Centers
39:38 Setting Up for AI Commerce
40:07 Accessibility and AI Compliance
44:25 The Necessity of Video Content
46:57 The Future of Content in AI
49:36 Collaboration Between SEO and PPC
51:14 Understanding Prompt Data and User Engagement
54:37 The Future of Websites and Agentic Scenarios
59:36 Exciting Features in Microsoft Ads
