Wednesday, April 15

🌟 Today’s Highlights:

• Google advertisers are reporting mass unexplained Ad disapprovals

• Reddit’s expanding Reminder Ads globally

• Your SEO agency’s work shouldn’t be a secret to you

• 📊 Stat of the Day: Reposts of clips from third-party networks like TikTok could have a 90% reduction on X post impressions. (Source: NiemanLab)

• 💡 Today’s Insight: Claude Skills for PPC

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⚡️ Today’s Headlines ⚡️

👎 Many Google Ads campaigns have been hit with mass disapprovals. A growing number of advertisers have noticed mass disapprovals died to DNS and 500 server errors, even when sites appeared to be working normally.

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🎥 TikTok added a new AI video generation model to its Symphony ad toolkit. The latest Dreamina Seedance 2.0 video generation model from ByteDance is being integrated into Symphony, giving advertisers access to its most advanced video generation system.

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🔔 Reddit expanded Reminder Ads globally. The ad option, which was previously in beta, displays a “Remind Me” CTA at the bottom of an ad that provides the user with two push notifications for a launch/event/announcement once they opt in.

💡 Today’s Insight 💡

Claude Skills for PPC

🗞 TL;DR - Most marketers are still using AI like a faster intern while repeating prompts manually, but that’s not true automation. Search Engine Land argues the real shift is from using AI to building systems with AI, in this case through using Claude’s “Skills,” aka reusable workflows that standardize how tasks are executed.

💡 Insight - A Claude Skill is essentially a structured, repeatable set of instructions that ensures consistent outputs across tasks (e.g., audits, keyword scoring, reporting). Unlike ad-hoc prompts that vary each time, Skills produce predictable, standardized results, making them usable inside larger workflows or across teams.

The key benefit is scalability. Instead of redoing the same analysis (like search term audits or performance grading), marketers can codify their best practices into reusable systems that run instantly and consistently.

This represents a role shift: marketers move from “doing the work” to “orchestrating systems.” AI handles execution, while humans define logic, strategy, and rules. Here’s how you can start:

• Move from prompting to systematizing. If you repeat a task more than once, turn it into a reusable workflow (like a Claude Skill).

• Codify your best practices. Convert SOPs, audit checklists, and frameworks into AI-executable instructions to ensure consistency.

• Start with high-frequency tasks. Automate repetitive work like search term analysis, account audits, bid recommendations, and reporting first.

• Combine Skills into systems. Chain multiple workflows together (e.g., audit → insights → recommendations) for end-to-end automation.

• Centralize and share Skills. Store workflows in a shared repo so teams can reuse and improve them over time.

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