Friday, January 23

🌟 Today’s Highlights:

• Google Ads added cross-campaign testing

• X copied Bluesky’s Starter Packs follow lists feature

• Get your warm introduction to your next marketing agency

• 📊 Stat of the Day: 56% of CEOs report neither increased revenue nor lower costs from AI over the past 12 months. (Source: PwC)

• 💡 Today’s Insight: Why flat traffic isn’t the SEO red flag it used to be

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⚡️ Today’s Headlines ⚡️

🎛️ TikTok added more control options to Smart+ campaigns. The new updates include enhanced creative selection for promotions, the expansion of duplication and draft mode, and ad previews for creative combinations.

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🔀 Google Ads launched cross-campaign testing. The new Campaign Mix Experiments beta lets advertisers test multiple campaign types, budgets, and settings within a single, unified experiment.

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⭐️ X copied Bluesky’s Starter Packs lists. The trend, which was first popularized by Bluesky, groups popular creators by specific niches, making it easier for new users to find relevant people to follow.

💡 Today’s Insight 💡

Why flat traffic isn’t the SEO red flag it used to be

🗞 TL;DR - We know the feeling all too well. You open up your organic traffic dashboard and see… nothing. Search Engine Land’s latest piece shows why flat traffic doesn’t mean failure anymore and how you can communicate it effectively to your team.

💡 Insight - So, why isn’t it a major red flag? AI Overviews. Since Google’s AI Overviews synthesize answers directly in search results and give users what they need without requiring a click, there’s a lot of brand discovery that isn’t being shown. This creates a major attribution problem.

If you prefer to think in stats: Organic click-through rates featuring Google AI Overviews dropped by 61% since mid-2024. Meanwhile, zero-click searches rose from 25% of searches five years ago to 58.5% in 2024, and by mid-2025 reached 65%. AI Overviews now appear in roughly 16% of all queries.

Your SEO might be working great with your content being cited and synthesized in AI-generated answers, but you don’t have a way to measure it. Instead, organic traffic should no longer be your primary KPI because it doesn’t tell the complete story of your organic performance.

Your reporting needs to expand. Consider measuring the following that reveal your real SEO performance:

• Revenue per visitor (RPV) from organic traffic: if your RPV is up, your SEO is crushing it

• Conversion rate by landing page: Segment your organic traffic by entry page and watch to see if it’s shifting toward higher-converting pages

• Keyword rankings for high-intent terms: Track positions for keywords indicating purchasing readiness

• Share of voice in AI Overviews and feature snippets: Tools like Semrush can show when your content gets cited in AI-powered results

• Lead quality score: Track not just the number of organic leads but also their qualification scores, if you’re B2B

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