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Are Keywords Dead in Google Ads? What I Took Away From Google Marketing Live 2026

Kirk Williams
Team Zato
 • 
AI in PPC
Kirk went to GML 2026. Here's the keyword question that's been on his mind ever since Google's AI Mode announcement, and why he thinks the answer is more nuanced than most people want it to be.
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From the ZATO Blog

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What is AI Max for Shopping?

Sarah Vlietstra
Team ZATO
 • 
AI Max for Shopping
Google's AI Max for Shopping adds text customization, optimal format selection, and Final URL Expansion to standard Shopping campaigns. Here's what each feature actually does.
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AI Max for Shopping: A New Google Ads Account Theory

Kirk Williams
Team ZATO
 • 
AI Max for Shopping
Google just released AI Max for Shopping. Here's why it might not be redundant with PMax, and what it suggests about where Google thinks account structure is heading.
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PMax Performance Dropped? Here's What to Audit First

Diana Talhelm
Team ZATO
 • 
Performance Max
Weird PMax behavior is usually a symptom, not the problem. Here's how to actually diagnose what changed before you touch the budget or ROAS target.
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The Google Ads Ecommerce Site Migration Checklist Your PPC Team Needs

Kirk Williams
Team ZATO
 • 
General PPC
Most eCommerce remarketing setups fail at the basics. Here's what high-performing tracking, segmentation, creative, and bidding actually looks like in practice.
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AI Shopping Agents Are Here: What PPCers Need to Know

Chris Reeves
Team ZATO
 • 
AI in PPC
AI agents are already buying products on behalf of consumers. Here's what that means for your Google Ads setup, your feed data, and how you stay competitive.
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What Is Feed-First Google Shopping Management?

Kirk Williams
Team ZATO
 • 
Google Merchant Center
As Google has stripped away manual levers in Shopping and PMax, your product feed has become the most powerful tool you have left. Here's what that means.
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Microsoft Copilot Checkout: What It Means for Your Ads

Sarah Vlietstra
Team ZATO
 • 
Microsoft Ads
Microsoft Copilot can now complete purchases inside a single conversation. Here's what that means for your product feed, reporting, and competitive visibility.
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eCommerce Remarketing in Google Ads: What Actually Works

Kirk Williams
Team ZATO
 • 
Remarketing
Most eCommerce remarketing setups fail at the basics. Here's what high-performing tracking, segmentation, creative, and bidding actually looks like in practice.
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Data Retention, API Sunset, AI Max at 1: PPC Apr 28–May 4

Kirk Williams
Team ZATO
 • 
PPC Platform Updates
Google's new data retention policy hits June 1, the API v20 sunset is five weeks out, and AI Max turns 1 with new controls. Here's what PPC advertisers need to know.
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