In this conversation, Lisa Raehsler discusses the evolving landscape of PPC advertising, particularly in light of recent AI advancements. She emphasizes the importance of understanding user intent, the role of keywords and copy in targeting, and the foundational principles that underpin successful PPC campaigns.

The discussion also touches on the interplay between paid and organic strategies, highlighting how they can complement each other for better results. Lisa shares insights on how marketers can leverage AI tools while maintaining a human touch in their strategies.