Make sure that you're establishing the right success metrics, and understand whether partners will drive the business objectives... not trust the measurement numbers provided by the platforms, which can't always be trusted to report their performance accurately.
A key change underlying growing unease within search marketing is Google's Performance Max, using AI to place ads. Buyers dislike its lack of transparency and how it places ads.
Despite the lack of transparency, Google's tools still deliver results... whether it's display or video, care about getting conversions and revenue.
Cost per click on search engines is up 20% to 70% for non-branded and conquest activities. Brands face increased competition and pressure on agencies.
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