Data, Data Everywhere...

This week, I’ve learned some valuable lessons around data, and once again, it’s given me insights for the future. Agencies are amid a paradigm shift, driven not only by AI but also by something far bigger—a deluge of data.

Agencies and senior managers need to become more adept at interpreting data, and more importantly, at understanding the conclusions we draw. Just this week, I had discussions with incredibly knowledgeable clients who found themselves tripped up by data—through no fault of their own.

When you're cross-referencing multiple data points and aggregators that just don't align, it makes you wonder: who can truly make sense of it all when the data itself seems blind to the truth?

This conundrum has reinforced to me the need for simplicity amidst the complexity. Just recently, I worked with a client who was overwhelmed by conflicting data on their latest campaign performance. They had numbers coming in from Google Analytics, Facebook Ads, Google Ads and their CRM—all telling different stories. Instead of diving deeper into the chaos, we decided to strip it back and focus on a single, clear metric: cost per acquisition. By zeroing in on this one metric across platforms, we were able to identify inefficiencies in their spending and make adjustments that ultimately improved their return on investment by 20%.

With more data at our fingertips than ever, the true value lies not in collecting more but in making sense of what we have—distilling it into actionable insights that drive results.

As we tackle these challenges, I’m reminded that data doesn’t need to be overwhelming. It’s about cutting through the clutter, focusing on what really matters, and using those insights to make better decisions. The goal is simple: make data work for us, not against us.

And maybe, just maybe, those who can simplify the most complex data will be the ones who come out on top.

What you need to know this week...

Google Becomes the New Amazon

Google's e-commerce search results are transforming, looking more like Amazon's category pages with product grids, filters, and detailed product information (see above). This shift means retailers need to adapt their SEO strategies to prioritise product pages over traditional category pages. Google's focus on integrating more product data directly into search results, including pricing, reviews, and availability, mirrors a marketplace experience, making it essential for brands to optimise individual product listings to compete effectively in search rankings.

If you are an online retailer, I suggest that you read Chris Long 's excellent breakdown and examples of the SERPs here - https://searchengineland.com/retailers-google-new-category-page-447069

Excerpt:

Google's e-commerce push is largely a response to losing market share to Amazon, which now dominates product searches. With 74% of product searches starting on Amazon, Google aims to recapture its position by replicating Amazon’s shopping experience directly within its search results. This move is a strategic effort to compete more effectively and regain lost ground in e-commerce

Talking of Google...

Google's AI Now Reorganising Search Pages.

Did you notice "Organized with AI" in the screenshot above? Google has launched AI-organised search results in the U.S., beginning with recipes and meal inspiration on mobile. The new feature provides a full-page experience of diverse content formats like articles, videos, and forums, all tailored to the searcher. This change could impact how users engage with content, potentially reducing clicks to individual websites and presenting new SEO challenges. Google states that no changes are needed for SEO, but as this update expands to other categories, the industry will need to adapt to maintain visibility.

No One-Size-Fits-All for Google Ads Bidding

A new study by Optmyzr reveals that there's no single "best" Google Ads bidding strategy—success depends on thoughtful execution, accurate conversion data, and continuous testing. Strategies like Max Conversion Value excel in ROAS and CPA, but all approaches can succeed with the right conditions. Advertisers must consider conversion volume, budget adjustments, and careful target setting to optimise their campaigns effectively. The study emphasises that higher budgets don’t always mean better performance, and using multiple strategies within an account can be beneficial.

The analysis: Optmyzr reviewed Google Ads bidding strategies across 14,584 accounts that spent between $1,500 and $5 million per month. You can read the full analysis here: The Impact of Bidding Strategies on Google Ads Performance

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New Study: Google's PMax Push Drives Branded CPCs Sky-High

A new study reveals that the cost of branded keywords is skyrocketing as Google uses Performance Max and AI-driven auctions to maximise revenue, doubling CPCs in sectors like legal services. By pushing competitors into branded queries and reducing organic visibility, Google has turned branded search into an expensive battleground. To combat these rising costs, advertisers need to create robust negative keyword lists, avoid broad match branding, and use Google's brand exclusion tool to protect their brand’s value.

Further reading - https://searchengineland.com/branded-keywords-google-ads-cpcs-447191

That’s all for now

If you have any news or tips related to digital marketing and technology, I would be interested in hearing from you.

As the digital landscape evolves, so will our content. Be sure to catch the next issue of "3 Minute Thrive" coming your way soon. We'll be bringing you more concise and impactful insights to help you navigate the ever-changing world of digital business. Stay informed, stay connected.