🔍 Google simplifies the SERP.

💰 Meta is making billions from fraudulent ads.

🍔 Wendy’s launches “Project Fresh” to revitalize the brand.

🛣️ Google PMax gets Waze ads & channel performance reporting.

🛒 With $19 billion in quarterly sales, TikTok Shop now rivals eBay.

📝 Shopify just became the biggest company to launch a Substack newsletter.

🍕 Sigh. Pizza Hut offers 6 7 deal.

For PPC, a high CTR is a win.

But… more clicks doesn’t necessarily mean more success. A lower CTR can actually signal stronger targeting, higher-quality traffic, and ultimately, a better return on investment.

Here’s why: If your ad attracts too broad an audience, you’ll pay for unqualified clicks that never convert. Ads with lower CTRs often pre-qualify users, setting clear expectations and filtering out those who aren’t a good fit.

To determine ad success beyond CTR, use impression-based metrics like:

• Conversion per Impression (CPI): Conversions ÷ Impressions
• Revenue per Impression (RPI): Revenue ÷ Impressions

And when you’re optimizing campaigns, ask yourself:

• Who am I actually attracting with this ad?
• Am I setting the right expectations for my landing page?
• How can I discourage unqualified clicks?

Remember, a slightly lower CTR paired with a higher conversion rate almost always beats an ad that brings in clicks but not customers.

Gempod is a bookmarking app powered by Apple’s on-device AI for saving, organizing, and rediscovering your bookmarked links.

It automatically analyzes and categorizes links the moment you “drop a gem.” If you’ve copied a URL, the gem icon instantly appears, allowing you to tap to save to an organized library.

From there, Gempod’s AI suggests categories, tags, and even a brief summary. Everything runs privately on your device and syncs through iCloud.

Google is in its AI-generated ad era.

“Tom Turkey” is its first spot created entirely using Google Veo 3 and developed by Google Creative Lab.

We meet Tom, a turkey desperate to fly the coop and find an airline ticket through Google’s new AI Mode in Search. You can guess why he’s in a rush.

Judge for yourself whether or not it holds up to the “warm holiday ad” genre.