Author: Susan Yen

  • 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…

  • Google Marketing Live 2025: AI, Creators, and the Small Biz Glow-Up

    If you’re a marketer who’s been side-eyeing Google lately, wondering what the AI hype is really going to mean for you, especially if you’re working with local or small businesses, buckle up. Google Marketing Live 2025 just served up an AI-heavy spread—and for once, there’s something on the table for the rest of us, not…

  • Questions to Ask Before Hiring a Marketing Agency

    and What You Need to Know About Yourself First So you’re thinking about hiring a marketing agency.Maybe your internal team is stretched thin.Maybe your campaigns have plateaued.Maybe you just want someone to finally get your business results. Whatever the reason, I’m glad you’re doing your research—because this isn’t just about choosing the agency with the…

  • “Great Scott!” – Why AI in Marketing Needs a Human Touch

    Let’s talk AI. Yes, it’s the buzzword of the year (decade?), and yes, it’s actually kind of awesome. The tools we have access to now? Insane. From writing ad copy drafts to pulling quick insights from data? Beautiful. Honestly, it’s like we’ve all been handed a DeLorean with a flux capacitor—we just punched in 88…

  • The future of PPC is shifting — fast. Are you ready for it?

    Looking back at PPC, thinking about how far we’ve come is wild. We used to have four match types: exact, phrase, modified broad, and broad. Ad copy? Started with basic text ads, moved to expanded text ads, then responsive ads, and now — boom — PMax (because apparently, Google said, “You know what? Let’s just…