Monday, October 12

🌟 Today’s Highlights:

• Meta added more languages to AI translations for Reels

• Google Ads now flags low-quality images

• Need more quality leads? Here’s how to get 10x more

• 📊 Stat of the Day: A new analysis of 6.8M AI citations claims that 86% of answers from chatbots come from brand-owned content, not Reddit rants or forum threads. (Source: Search Engine Land)

• 💡 Today’s Insight: Navigating PPC in the new click-less era of search

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⚡️ Today’s Headlines ⚡️

🌎 Meta is adding two more languages to its AI translations for Reels: Hindi and Portuguese. This update allows users from different regions to view your content and could lead to a boost in creators’ audience reach.

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👻 Snapchat is testing its own lo-fi version of the metaverse with a new Bitmoji Plaza digital town center. Available in the web version of the app, it’s a simple online space where you can interact with other users’ Bitmoji Avatars.

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📷 Google Ads now flags low-quality images and offers image quality recommendations. This helps advertisers improve creative performance and engagement across its ad surfaces.

💡 Today’s Insight 💡

Navigating PPC in the new click-less era of search

🗞 TL;DR - Zero-click search is squeezing PPC’s margins. With AI Overviews, featured snippets, and knowledge panels answering queries before anyone clicks, ad clicks are scarcer and more expensive. To survive, you need sharper targeting, value-based bidding, and integration with organic authority.

💡 Insight - Search Engine Land broke down the shifting landscape, and how to pivot moving forward:

Shrinking click pool & suppressed CTR
AI Overviews and SERP features satisfy users on the results page, reducing the number of people who click through. That drags down CTRs and hurts Quality Score. Focus on high-intent terms, tighten your match types, and avoid casting a wide net. 

CPC penalties via quality score decay
Because expected CTR is a key component of Quality Score, suppressed CTRs penalize your ads, forcing you to bid more for the same positions. Elevate relevance: keep ad copy super aligned with search intent, improve landing pages, and keep testing to retain CTR for your domain of queries.

Move from “research traffic” to “transactional traffic”
Before, many ads played a role in early research. Now, AI Overviews often handle that phase. Your ad must be the next logical step in conversion, not just more info. Prioritize queries with clear purchase intent: things like product names, “buy,” “best [model],” “vs,” “reviews.” The lower funnel becomes your best bet.

Value-based bidding becomes essential
Since clicks are more precious, you have to bid differently on different queries. Don’t treat all clicks equally. Use conversion values or ROAS goals by segment. Bid hard on high-value clicks (like branded or bottom-of-funnel) and pull back on weaker intent terms.

Precision targeting & audience layering matter more
Broad keyword sets and generic targeting aren’t as effective when click volume is squeezed. Use audience signals (in-market, remarketing, demographic) as add-ons. Layer performance data across campaigns to suppress weak segments and amplify strong ones.

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