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AI Max for Search

Google's AI Max for Search is one of those features that I think deserves more honest conversation than it's getting. There's real potential here, and there are real questions worth asking before you hand the keys over. I'm doing my best to explore both sides carefully, and I hope what you find in these posts helps you make smarter decisions about whether (and how much) to trust the machine.

From the ZATO Blog

AI PPC Agents and the Over-Optimization Trap: Are "Claudgents" Hurting Your Accounts?

AI PPC Agents and the Over-Optimization Trap: Are "Claudgents" Hurting Your Accounts?

Kirk Williams
Team Zato
 • 
AI in PPC
AI PPC agents can generate infinite campaign changes, but are they actually driving incrementality? Explore the risks of AI over-optimization and how to build smarter PPC agent workflows.
Why PPC Needs Tested AI Infrastructure, Not Raw Claude Prompts

Why PPC Needs Tested AI Infrastructure, Not Raw Claude Prompts

Kirk Williams
Team Zato
 • 
AI in PPC
Think anyone can build a reliable PPC AI agent? Discover why DIY prompts create hidden liabilities, and why production-grade AI infrastructure is the true future of PPC.
Two Ways to Use AI for Content (One Makes Readers Work Harder)

Two Ways to Use AI for Content (One Makes Readers Work Harder)

Kirk Williams
Team Zato
 • 
AI in PPC
Not all AI-generated content is the same problem. Here's the distinction between AI that offloads cognitive labor onto readers and AI that actually helps them.
AI Max is Now Available for Microsoft

AI Max is Now Available for Microsoft

Sarah Vlietstra
Team Zato
 • 
AI Max for Search
Microsoft's AI Max for search ads is here: learn how to leverage automation to reach your target audience.
Google Merchant Center Excluded Destinations: What They Are & How to Use Them

Google Merchant Center Excluded Destinations: What They Are & How to Use Them

Sarah Vlietstra
Team Zato
 • 
Google Merchant Center
Master Google Merchant Center excluded destinations to optimize ad spend & boost margins.
Unlock the Power of Microsoft Ads Impression-Based Remarketing

Unlock the Power of Microsoft Ads Impression-Based Remarketing

Sarah Vlietstra
Team Zato
 • 
Microsoft Ads
Target ad viewers without a site visit using Microsoft Ads impression-based remarketing.
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