This episode tackles the most urgent issues retail clients are facing right now: exploding costs and profound market uncertainty.

Hosts Mike Ryan and Chris dive into the alarming trend of increasing CPCs (Cost Per Click), which are soaring at rates of up to 30% in key categories. Chris calls these increases a "fucking pain in the ass" and a potential "business destroyer," especially for businesses with paper-thin margins. They debate whether Google is responsible or if it's purely a market-level crisis, and why Google must find a solution to prevent mid-sized players from running out of money.

The second major theme is the AI search disruption. The hosts discuss the pervasive uncertainty among retailers—from small shops to enterprise clients—about the future of search behavior and the need for a stronger Data Density strategy. They reveal the huge structural change that the average search query in AI mode is 2.5x longer than in standard search. Finally, they discuss the evolving role of the PPC manager, emphasizing the need for system thinking and an openness to human-machine collaboration to thrive.

About smec (Smarter Ecommerce):

At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results.

We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising.

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