If you’ve been struggling with Facebook/Meta Pixel ecommerce tracking in Google Tag Manager, you’re not alone. Many existing Facebook Pixel templates were built for the old Universal Analytics data layer structure, and they simply don’t work properly with modern GA4 ecommerce implementations. Facebook Pixel – facebookarchive, was made for UA…
For the last two decades, the internet has run on one engine: Search Engine Optimisation (SEO). We’ve all played the game – chasing keywords, building links, and optimising content to rank on a results page. That era is ending. The new paradigm is LLM Seeding. This isn’t about pleasing an…
Every time automation in Google Ads comes up – Performance Max, AI Max, AI-generated headlines – you’ll hear the same tired objection: “We can’t do that. We need to protect the brand.” Sounds noble, right? It isn’t. It’s cope. What “Brand” Really Means in 2025 When someone says brand in…
I’m a big believer in serendipity. I connected with the founder of Weavely.io. It just so happens I’m going to be developing a machine learning model to predict the 1-year value of a customer based on their first purchase. One of the big challenges is getting all the data into…
My personal view is that you should use AI as much as possible, which includes doing all the auto assets and using AI. One pushback I see from people is that it’s about the brand, and if the words aren’t on brand, the client doesn’t like it. The truth about…
A recent poll revealed that 83% of PPC advertisers still add “as many negative keywords as possible” to their campaigns. This isn’t a matter of preference or strategy – it’s simply wrong. The correct answer is strategic negative keyword management that starts with essential exclusions and only adds more when…
Let’s be blunt about how Google works in 2025. For the last few years, buying Google Ads has been the Premier League. It wasn’t always like this. SEO was always the best game to play as the ROI was always there. As more and ads appeared, the dynamic changed. Now…
For decades, economists and technologists have deployed the same reassuring narrative whenever new technology threatens existing jobs: “This time isn’t different. Every technological revolution has displaced workers temporarily, but ultimately created more jobs than it destroyed. The printing press, the steam engine, computers – people always panic, but human adaptability…
Bottom Line Up Front: We’re witnessing the emergence of a brutal new economic reality. AI isn’t just changing how we work – it’s creating an exponential divide between humans based on a single critical skill: the ability to verify AI output. Most knowledge workers are about to discover they’re on…
The SEO Casino: A Rigged Game Where Everyone Bleeds I once described search engine optimisation as a dollar auction. That was back in 2022. It was a game theory puzzle where players foolishly bid more than a prize was worth simply to avoid losing. The comparison felt right then. SEO…
Why the May 2025 Blog Post is Just Old SEO Advice with a New Wrapper. Google’s recent Search Central blog post on how to appear in AI Overviews and AI Mode has been making the rounds. Authored by John Mueller, it promises insight into succeeding in the age of AI…
I saw that with a VPN you can actually test out AI mode now, so I thought I’d give it a whirl. I asked it, “Who’s the best PPC person?” It came with a load of agencies, and then asked about me. This is a problem because in this AI…