Author: Susan Yen

  • Limited by Budget” in Google Ads: A Story from Radiator Springs

    Picture this: your Google Ads campaign is basically Lightning McQueen—built for speed, ready to win, shouting “Ka-chow!” every time the conversions roll in. But then… You see it: “Limited by Budget.”That’s like Doc Hudson waving a yellow or orange flag on the track. 🟡 Yellow Flag (Recommendation) Google’s saying, “Hey champ, you might be running…

  • How to Keep Up in the Fast-Paced AI Era of PPC

    If you’re in PPC right now, it feels like the ground is shifting under your feet every other week. New tools, new AI features, new betas, and platform “recommendations” that seem to pop up faster than you can clear them. It’s exciting, but also exhausting if you try to chase everything. The reality? You don’t…

  • Own Your PPC Accounts — Because It’s Your Business

    If you’re paying for it, you should own it. This should go without saying, but here we are. If you’re a business owner or marketing manager investing in Google Ads, Whether you use Microsoft Ads, Facebook/Instagram campaigns, GA4, or Google Tag Manager, you should always own your accounts. Not just have access. Not just be…

  • “It’s Just Jeans” — Until It’s Not: The Power (and Risk) of Brand Messaging

    As marketers, we get it. At the end of the day, it’s about growth. Revenue. Reach. Brand lift. The campaign goes live, the numbers roll in, and if they’re good — we call it a win. That’s why the recent American Eagle campaign is so interesting to watch. The spot features a young woman confidently…

  • What Google Isn’t Telling You About Broad Match

    (and Why I’m Side-Eyeing It) Let’s talk about broad match—or as I like to call it, “the keyword match type you didn’t ask for but somehow ended up using because Google slipped it into your Recommendations like a sneaky little gremlin.” I’ll be real with you.I don’t like using broad match. I never have, and…

  • Late Spring PPC Mistakes That Are Still Bleeding Your Budget

    It’s late spring. The flowers are out, the sun’s staying up past 8, and your PPC campaigns? They’re probably over here spending money like they’ve got a trust fund. Your campaigns should be humming by now, but if you haven’t taken a real look under the hood… you might be nurturing weeds instead of growing…

  • Navigating the AI Wave in Entertainment

    A Model and Marketer’s Perspective As someone who models and also works as a digital marketing account manager, I get a front-row seat to two worlds colliding in fascinating ways: the entertainment industry and the rapid rise of AI-generated content. Lately, everyone’s talking about AI image creators and synthetic influencers — digital avatars who can…

  • The Boring Stuff in PPC? That’s Where the Magic Actually Happens

    We marketers love the shiny stuff — new betas, fresh features, and the thrill of testing what might work. But have you ever inherited an account so messy that it gave you secondhand stress?Let me paint a picture: Here’s the truth:The “boring stuff” is what makes good PPC actually work. The not-so-sexy best practices that…

  • Full-Funnel Strategy Is Back: How to Own Every Stage with PMax & AI for Search

    Let’s be real—there was a time when all you had to do was throw money at keywords and, boom, conversions. But in 2025? That doesn’t cut it. AI is everywhere, but automation without intent is like shouting into the void. If you’re not meeting your audience at each stage of their journey, you’re wasting budget…

  • Your Ads Are Smart. But Are They Talking to the Right People?

    There’s a certain kind of ad that makes you pause—not because it’s good, but because it’s so far off you wonder who greenlit it. You know the ones: It’s painfully obvious: they don’t know their audience. And in a time where AI can auto-generate your headlines, adjust your bids, and even spit out landing page…