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What Happens To Ad Budgets When The Website Matters Less? 😬 Google Search Console Insights Report Is Here 📄 Centralized Campaigns, AI Support And More On WhatsApp 🎉

Also: Cloudflare Introduces Pay Per Crawl

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🗞 Marketing News

What Happens To Ad Budgets In A World Where The Website Matters Less? [3 min read]

Google's AI search results are keeping people on Google instead of sending them to websites, which means fewer people are visiting brand and publisher websites even when those sites are mentioned in search results. This is changing how paid search advertising works - instead of just buying keywords, advertisers will need to focus more on creating quality content and building authority since it's getting harder to simply "buy your way to the top" of search results. Retail media platforms like Amazon are likely to benefit from this shift because people are increasingly researching and buying products directly on these platforms instead of going to brand websites, with retail media ad spending expected to grow massively and even surpass TV advertising.

The New Google Search Console Insights Report Is Here [2 min read]

After a long testing period, Google launched a new integrated version of Search Console Insights that's now built directly into the main Search Console interface, replacing the previous standalone beta experience and providing a more unified workflow for content creators and site owners. The new report offers enhanced performance tracking and trend analysis, allowing users to quickly see total clicks and impressions with period-over-period comparisons, discover top-performing pages and "trending up/down" content, identify top search queries driving traffic, and spot emerging query trends for content ideas. Popular features like "Achievements" are retained to help users track milestones such as reaching new click thresholds with email notifications and access to past achievements. The new report is being rolled out over the coming weeks to all Search Console users.

Centralized Campaigns, AI Support And More For Businesses On WhatsApp [2 min read]

WhatsApp is making it easier for businesses to run marketing campaigns across WhatsApp, Facebook, and Instagram from one place in Ads Manager, with AI automatically optimizing how budgets are spent across all three platforms. The platform is expanding AI support to help businesses automatically recommend products, make sales, and follow up with customers through chat, with plans to add AI-powered voice assistance in the future. WhatsApp is also adding calling features so businesses can receive phone calls from customers, make outbound calls when requested, and use voice messages or video calls for better customer support.

🤖 AI

Cloudflare Introduces Pay Per Crawl [5 min read]

Cloudflare is fighting back by blocking AI crawlers from accessing content unless the AI companies pay the creators for using their work, since AI systems are essentially mining content for free while creators get nothing in return. Instead of the old system based on website traffic, Cloudflare wants to create a new marketplace where content gets valued and paid for based on how much unique knowledge it contributes to AI systems, potentially creating better compensation for high-quality content creators.

The Path To Medical Superintelligence [12 min read]

Microsoft created an AI system that can diagnose complex medical cases much better than human doctors, getting the right answer 85% of the time compared to doctors who only got it right 20% of the time on the same difficult cases. Instead of just answering multiple choice questions like other medical AI systems, this one works more like a real doctor by asking follow-up questions, ordering tests, and thinking through each step to reach a diagnosis. The AI system not only diagnoses diseases more accurately than doctors but also does it while spending less money on unnecessary tests, which could help reduce healthcare costs and improve patient care.

The New Skill In AI Is Not Prompting, It's Context Engineering [4 min read]

Context Engineering is replacing prompt engineering as the critical skill for AI development, involving the design of dynamic systems that provide the right information, tools, and format at the right time to give LLMs everything they need to accomplish tasks effectively, rather than just crafting perfect instructions in a single text string. Context encompasses much more than just the user prompt, including seven key components: instructions/system prompts, user prompts, conversation history, long-term memory, retrieved information (RAG), available tools, and structured output definitions, all working together to create the complete environment for AI decision-making.

🧠 Hacks & Tactics

7 (New) Laws For Content Marketing Success [8 min read]

Successful content marketing in 2025 and beyond requires treating content as a strategic business asset with measurable value rather than just a marketing tactic, complete with its own P&L statement and a focus on owning your audience. In the AI-dominated landscape, quality and structure trump quantity, demanding organized content supply chains, proper metadata systems, and a ruthless focus on exceptional content over mediocre volume. Strategic shortcuts through acquisitions and partnerships are essential for efficiency, as companies should leverage existing audiences rather than building from scratch to accelerate growth and maximize impact. 

How To Use Data More Strategically To Reach Audiences [7 min read]

Marketers should focus their efforts on the niche communities and channels where their specific audience actually spends time, rather than defaulting to traditional digital marketing platforms. It's important to avoid over-relying on paid ads and attribution metrics that may only show part of the customer journey, as platforms like Google often serve as middlemen rather than first-touch points. Implementing "zero-click marketing" by delivering value directly on platforms where your audience already engages builds credibility and recognition over time, ultimately establishing the trust and loyalty needed for when customers require your products or services.

15 Tips To Boost CTR On Search Ads [4 min read]

Google has implemented significant changes to Responsive Search Ads by allowing headlines to appear in place of descriptions and sitelinks, which blurs traditional ad element boundaries and complicates testing. To adapt and improve Click-Through Rates in this evolving environment, increase keyword relevance, employ psychological triggers like scarcity and social proof, and maintain simplicity. These basic strategies consistently outperform trendy techniques because they address user needs directly while balancing algorithm requirements with genuine customer-focused messaging.

🏗️ For Founders

The Rise Of The AI-Native Employee [5 min read]

AI-native employees use AI to build whatever they need directly instead of getting stuck in endless meetings and approval processes, which is how companies like Lovable achieved $80M in revenue with just 35 people in 7 months. These workers are typically young people who haven't been trained to follow traditional corporate processes, so they just see a problem and immediately start building a solution using AI tools. This new way of working will eliminate many middle management and operations jobs that only exist to coordinate between different teams, while companies become smaller, flatter, and much faster at getting things done.

🔮 The Future

Scientists Launch Wild New Project To Build A Human Genome From Scratch [3 min read]

UK researchers received $11.7 million to start an ambitious project that will try to build a complete human genome from scratch, beginning with creating a single artificial chromosome over the next five years. While this technology could lead to amazing medical treatments like designer cell therapies and virus-resistant organs. The project includes separate funding for ethicists to study the moral implications.

How To Future Proof SEO With Relevance Engineering [14 min read]

Google's new AI Mode is changing search by breaking down questions into multiple sub-questions and creating AI summaries instead of showing traditional search results, which means websites need to shift from targeting specific keywords to making sure their content can answer many related questions comprehensively. This new approach called "Relevance Engineering" focuses on creating detailed, well-organized content sections that AI can easily understand and quote, emphasizing topic expertise and trustworthy information over keyword optimization. To succeed, businesses need to organize their content into comprehensive topic hubs with supporting detailed pages, use clear headings and structured data, and create authoritative content like guides and FAQs that AI systems will want to reference when answering user questions.

ChatGPT Traffic Referrals To Publishers Rising [3 min read]

ChatGPT is sending more traffic to news websites, with news-related searches increasing by 212% while Google searches dropped by 5%, and publishers like Reuters and The New York Post are getting millions more visitors from ChatGPT referrals. At the same time, Google's AI answers are keeping people from clicking through to websites, with "zero-click" searches (where people get answers without visiting sites) rising from 56% to nearly 69%, causing news publisher traffic to drop significantly.

👩‍🏫 Vocab 

Mobile Marketing: The practice of reaching and engaging customers through smartphones, tablets, and other mobile devices. It includes apps, mobile-friendly websites, text messaging, and location-based services. Mobile marketing reaches customers wherever they are, at their most convenient moments. 

Example: A coffee chain sends push notifications about special offers to nearby customers through their mobile app.

Progressive Web Apps: Websites that function like mobile apps, offering features like offline access and push notifications. They combine the best of web and mobile app experiences. Progressive web apps provide fast, engaging experiences without requiring users to download an app.

Example: Twitter's mobile website functions like an app, allowing users to receive notifications and browse even with poor internet connection.

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Tools we use to keep our business running.

Discord - find community with text, voice, and video chat. Join us!
Beehiiv - engage newsletter audiences and grow subscribers
Clickup - project management and team collaboration
WordPress - build websites and blogs
Elementor - drag-and-drop builder for WordPress
Buffer - streamline social media scheduling and analytics
ElevenLabs - convert text into realistic voiceover
Riverside - record high-quality audio and video remotely
Transistor - all-in-one podcast hosting platform
Zapier - automate tasks by connecting web apps
Claude - AI language model focused on safe and ethical text processing
Midjourney - generate images from text prompts using AI

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