How To Leverage AI Ad Placements For Stronger PPC Performance
AI ads aren’t mysterious once you know the rules. Here’s how to access inventory, set expectations, and build budget that actually works.
Navah Hopkins
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Navah Hopkins is the Product Liaison for Microsoft Advertising and MAI. A veteran of the digital marketing industry, she began as an SEO in 2008, transitioning to PPC in 2012.
Throughout her career, Navah has made a point to give back and loves sharing lessons learned on the international speaking circuit as well as local universities. She is a frequent contributor to SEJ, SEMrush, and WordStream blogs/webinars.
In 2019, she became a founding member of the Paid Search Association, a group dedicated to empowering the next generation of PPC practitioners, as well as serving as a resource for all practitioners to learn from and share with the community.
Articles
Should You Use Auto-Generated Creative? – Ask A PPC
The role of auto-generated creative continues to evolve as advertisers weigh efficiency and scale against control and compliance.
How To Identify And Solve Click Fraud In Paid Media – Ask A PPC
This week’s Ask A PPC dives into how to identify and solve click fraud in paid media to optimize your advertising efforts.
Why Do Budgets Overspend Even With A Target ROAS or CPA? – Ask A PPC
This week’s Ask a PPC explains why goal-based bidding can overspend budgets and how ROAS, CPA, and pacing actually behave inside ad auctions.
Ask A PPC: What Is The PPC Manager’s Role In The AI Era?
This week’s Ask a PPC reframes the AI conversation around responsibility, showing why strategy, data integrity, and human judgment now define PPC success.
Ask A PPC: What Are Learning Periods In Digital Marketing?
This week’s Ask a PPC digs into how learning periods influence auction dynamics, conversion modeling, and the predictability of performance shifts.
Ask A PPC: How To Protect A Budget From Competitor-Branded Terms
Sustainable paid media strategy begins with defending your budget from competitor intent through data-led exclusions and ROAS-based control.
Ask A PPC: How To Manage Brand Safety In PPC
From inventory tiers to creative guardrails, today’s PPC brand safety choices signal not just campaign control but long-term trust.
Ask A PPC: How Do I Nail A PPC Job Interview For Google & Meta Ads?
Paid search. Paid social. Strategy. Culture fit. These are the core areas interviewers want to see from PPC candidates today.
Ask A PPC: How Do I Avoid Cannibalization On Similar Products?
Running ads for similar products across brands? Learn how to manage internal competition, protect CPCs, and avoid self-sabotage in paid search.
Ask A PPC: How To Make Microsoft Advertising Profitable
Want better ROI from Microsoft Advertising? In this week’s Ask A PPC, Navah Hopkins tackles common frustrations and shows what profitable advertisers do differently.
Ask A PPC: What’s The Value Of Regular PPC Audits & How To Do Them Well
Why regular PPC audits matter, how to approach them strategically, and what to look for when evaluating spend, performance trends, and campaign management styles.
Ask A PPC: How Will The Tariffs Impact My PPC Campaigns?
Tariffs affect product costs and ad performance. This month’s Ask A PPC outlines their direct impact on PPC metrics, conversion rates, and bidding strategies.
Ask A PPC: How Much Should PPC Management Cost?
PPC pricing isn’t one-size-fits-all. Compare models and costs to ensure you’re getting the best return on investment.
Ask A PPC: What Marketers Need To Know About Micro Conversions In Google Ads
Micro conversions can fuel PPC success, but only if used correctly. Learn how to track, report, and optimize them for better campaign performance.
Ask A PPC: Is Google Ads Still Good Value For Money For Low Budget Accounts?
Learn how to make Google ads for low budget work for you, even with limited spending, to achieve your marketing goals.
Ask A PPC: How Can You Tell If You’re Overspending?
Learn how to avoid overspending your campaign budget and ensure accurate conversion tracking in this latest edition of Ask A PPC.
From Launch To Scale: PPC Budget Strategies For All Campaign Stages
Learn how to effectively budget your ad campaigns for maximum results. From initial investments to scaling strategies, we’ve got you covered.
Ask A PPC: Should I Pause My Expanded Text Ads
Is it time to pause your expanded text ads? Find out the latest data and considerations for optimizing your ad campaign.
Ad Copy Tactics Backed By Study Of Over 1 Million Google Ads
Learn how to optimize your ad copy using data-backed tactics. Get insights from a study analyzing over 1 million Google Ads.
Paying With Data Or Money: Navigating The Implications Of The Privacy First World
Uncover the truth behind ‘free’ services: paying with data or money. Understand how personal information fuels ad platforms and the trade-offs of privacy.
Enterprise PPC Success Checklist: Setting Your Campaigns Up For Success
Achieve PPC success in the enterprise space with this helpful checklist. Overcome the challenges and implement effective strategies for maximum ROI.
Conversion Tracking & Reporting For Enterprise Accounts: Avoid Common Pitfalls
Discover the challenges and solutions for conversion tracking in enterprise SEO. From securing permissions to reporting, we’ve got you covered.
Which Metrics Matter In PPC?
Stay ahead in the world of PPC advertising by understanding the metrics that matter. Discover which metrics to track for better campaign performance and ROI.
Ask A PPC: Why Have My Google Ads Not Got Any Impressions?
In this month’s Ask A PPC, learn possible reasons for your Google ads having no impressions, from bid and budget to low search volume issues.
Ask A PPC: How Do I Get A Job At A PPC Agency
Looking to get a job with a PPC agency? Learn about the skills, knowledge, and mindset that are in demand in the job market today.
Building Brand Authenticity Through Community
Explore the power of authentic interactions in building brand trust and loyalty. Learn how to cultivate your brand voice and values.
Google Testing IP Proxies: What This Means & How You May Be Impacted
Find out how Google’s IP proxies are addressing privacy concerns and regulations. Explore their proposed solutions and align your SEO strategy.
What Is The Impact Of Having Zero Impression Google Ad Keywords/Ad Groups?
Discover the difference between zero impressions and low search volume keywords on Google. Learn how to prepare and optimize your ad groups.
Choosing Your Keyword Champion: Setting Yourself Up For Success In the Auction
Boost your digital marketing strategy with effective keyword selection. Find out how to choose keywords that target high-value prospects and generate traffic at affordable costs.