Ginny Marvin, Google’s Ads Liaison, is clarifying how keyword match types interact with AI Overviews (AIO) and AI Mode ad placements — addressing ongoing confusion among advertisers testing AI Max and mixed match-type setups.

Why we care. As ads expand into AI-powered placements, advertisers need to understand which keywords are eligible to serve — and when — to avoid unintentionally blocking reach or misreading performance.

Back in May. Responding to questions from Marketing Director Yoav Eitani, Marvin confirmed that an ad can serve either above or below an AI Overview or within the AI Overview — but not both in the same auction:

• “Your ad could trigger to show either above/below AIO or within AIO, but not both at this time.” Marvin confirmed.

While both exact and broad match keywords can be eligible to trigger ads above or below AIO, only broad match keywords (or keywordless targeting) are eligible to trigger ads within AI Overviews.

What’s changed. In a follow-up exchange with Paid Search specialist Toan Tran, Marvin clarified that Google has updated how eligibility works. Previously, the presence of an exact match keyword could prevent a broad match keyword from serving in AI Overviews. That is no longer the case.

• “The presence of the same keyword in exact match will not prevent the broad match keyword from triggering an ad in an AI Overview, since the exact match keyword is not eligible to show Ads in AI Overviews and hence not competing with the broad match keyword.” Marvin said.

Since exact and phrase match keywords are not eligible for AI Overview placements, they do not compete with broad match keywords in that auction — meaning broad match can still trigger ads within AIO even when the same keyword exists as exact match.

The big picture. Google is reinforcing a clear separation between traditional keyword matching and AI-powered intent matching. Ads in AI Overviews rely on a deeper understanding of both the user query and the AI-generated content, which is why eligibility is limited to broader targeting signals.

The bottom line. Exact and phrase match keywords won’t show ads in AI Overviews — but they also won’t block broad match from doing so. For advertisers leaning into AI Max and AIO placements, broad match and keywordless strategies are now essential to unlocking reach in Google’s AI-driven surfaces.

Google Ads launched VTC-optimized bidding for Android app campaigns, letting advertisers toggle bidding toward conversions that happen after an ad is viewed rather than clicked.

Previously, VTC worked as a hidden signal inside Google’s systems. Now, it’s a clear, explicit optimization option.

The shift. Google is shifting app advertising away from click-centric logic and toward incrementality and influence, especially for formats like YouTube and in-feed video. This update aligns bidding more closely with how users actually discover and install apps.

Why we care. You can now bid beyond clicks, improving measurement for video-led app campaigns and strengthening the case for upper-funnel activity.

Who benefits most. Video-first app advertisers and teams focused on awareness, engagement, and long-term growth – not just last-click installs.

What to watch

• Increased reliance on Google’s attribution model.
• Potential changes in CPA expectations.
• Greater emphasis on creative quality over click-driving tactics.

First seen. This update was first spotted by Senior Performance Marketing Executive Rakshit Shetty when he posted on LinkedIn.

On episode 334 of PPC Live The Podcast, I speak to Sophie Fell Head of Paid Media at Liberty Marketing Group about a real PPC mistake involving location targeting. The conversation focuses on how small oversights can have big consequences—and how to recover from them professionally.

The PPC F-Up: worldwide location targeting

Sophie accidentally launched a campaign with worldwide location targeting enabled instead of restricting it to the client’s service area. In just a couple of days, the campaign generated around 1,500 leads that looked impressive on paper but were unusable because they came from outside the target locations.

When great results are a warning sign

The unusually strong performance initially looked like a win, but it became a red flag. When Sophie reviewed the campaign more closely, she discovered the location setting issue. This highlights an important PPC lesson: results that look too good should always be investigated, not celebrated blindly.

Handling the client conversation

The client spotted the issue around the same time Sophie did, while she was already preparing to flag it. The situation was handled with honesty—acknowledging the mistake, explaining what happened, and fixing it immediately. Transparency helped preserve trust, even though the client was understandably unhappy.

Why the mistake happened

This wasn’t a lack of knowledge—it came down to moving too quickly and relying on assumed checks rather than confirmed ones. Like many experienced practitioners, Sophie thought the setting had already been reviewed. The experience reinforced how dangerous platform defaults can be.

The long-term outcome

Once corrected, the campaign went on to perform exceptionally well. The client hit their targets six weeks early and exceeded revenue expectations by £3.5 million. The initial mistake didn’t define the outcome—how it was handled did.

What Sophie does differently now

Sophie now checks campaign settings multiple times, both before and after launch. She reviews settings whenever performance spikes or dips and never reports results without rechecking fundamentals. The key change is recognising that post-launch reviews often reveal what pre-launch checks miss.

Advice for when you’ve made a PPC mistake

Sophie’s guidance is simple: pause, investigate, and be honest. Check metrics and settings immediately, take responsibility, explain what went wrong, and clearly outline how you’ll prevent it from happening again. Mistakes become serious problems only when they’re mishandled.

Common PPC mistakes still seen today

Sophie regularly audits accounts that haven’t been updated for years, rely heavily on brand campaigns, or misuse automation like Performance Max. She also sees poor alignment between keywords, ads, and landing pages—fundamentals that still matter, even in AI-driven campaigns.

Why talking about mistakes matters

Many PPC professionals assume industry leaders no longer make mistakes. Sophie challenges that idea. Everyone is still learning, regardless of experience level. Sharing failures helps juniors feel safer, encourages better leadership, and keeps the industry moving forward.

Creating a healthy PPC team culture

A strong team culture allows for testing, learning, and accountability without fear. Sophie emphasises clear testing frameworks, capped budgets, and open conversations. Teams that claim to be mistake-free rarely innovate.

Final takeaway: Always check your settings

Platforms change, defaults evolve, and assumptions fail. Whether performance is soaring or struggling, always verify that campaigns are doing what you think they’re doing. You can’t over-check your settings—but you can definitely under-check them.

Looking to take the next step in your search marketing career?

Below, you will find the latest SEO, PPC, and digital marketing jobs at brands and agencies. We also include positions from previous weeks that are still open.

Newest SEO Jobs

(Provided to Search Engine Land by SEOjobs.com)

• Digital Marketer – Performance Marketing & SEO ~ Peoplebox ~ $80,000-$110,000 ~ In-office (USA) ~ San Francisco, CA, United States
  December 15, 2025
  WHAT YOU’LL DO As a digital marketer, you will own the Performance Marketing and SEO channels at Peoplebox. You will Run PPC and Display Ads on different channels to build a steady qualified pipeline from Performance Marketing. Work with internal and external teams to improve SEO and increase organic traffic and MQLs. Ensure Conversation Optimisation […]
• Website Designer & SEO Specialist ~ BEYOND KARATE ~ $22-$25/hr. ~ Remote (USA)
  December 13, 2025
  Benefits: Flexible schedule Paid time off Training & development Our Mission At Beyond Karate, we provide physical training beyond martial arts. Our programs include a variety of activities geared towards families, teens and children, including individuals with special needs. Our goal is to support and empower growth, self-esteem and teach the tools required to live […]
• AI Search & Content Intern ~ NoGood ~ $16.50-$20/hr. ~ Remote (USA)
  December 12, 2025
  Job Description Ready to join one of the fastest-growing (and coolest!) marketing agencies in the country? You’ve arrived at the right place! We are: A team of proven growth experts, creatives, and data scientists who help unlock rapid growth for some of the world’s most iconic brands. We’ve successfully grown many companies from hundreds to […]
• Sr. Product Manager, AI Search ~ ZipRecruiter ~ $180,000-$220,000 ~ Remote (USA)
  December 12, 2025
  Job Description We offer a hybrid work environment. Most US-based positions can also be performed remotely (any exceptions will be noted in the Minimum Qualifications below.) Our Mission: To actively connect people to their next great opportunity. Who We Are: ZipRecruiter is a leading online employment marketplace. Powered by AI-driven smart matching technology, the company […]
• Senior SEO Project Owner (High Agency) ~ PRIVATE ~ $60k-70k USD ~ Remote (WW)
  December 11, 2025
  Location: Remote (Must overlap 4+ hours with US EST) Type: Full-Time Read This Before You Apply (The “Anti-Waiting” Rule) Most SEOs are “Auditors.” They find a problem, write a PDF, and wait. We are not looking for an Auditor. We are looking for a Builder. To us, the worst words in the English language are “I […]
• SEO Specialist ~ Evening Entertainment Group LLC ~ $60,000-$75,000 ~ In-office (USA) ~ Scottsdale, AZ, United States
  December 11, 2025
  Job Description Status: Full-Time Company: Evening Entertainment Group Location: Scottsdale, Arizona About Evening Entertainment Group: Evening Entertainment Group (EEG) is a hospitality leader behind some of the most recognized dining and nightlife destinations in Arizona, Texas, and Tennessee including Jelly Roll’s Goodnight Nashville, Bottled Blonde, Backyard, HiFi, and more. Our portfolio continues to expand, and […]
• Contract (6 mo) SEO Specialist ~ Paramount ~ $35–$60/hr ~ In-Person, NY or LA (US)
  December 10, 2025
  This role is a full-time temporary contract position. Employment is limited to the contract period specified and may be ended earlier or extended based on business needs. This position does not imply or guarantee future full-time employment. Duration: 6 months Start Date: January Location: New York or Los Angeles Position: SEO Specialist, Streaming The Marketing […]
• Organic Growth Strategist ~ Skale ~ €37-50k p/a ~ Remote EMEA
  December 9, 2025
  Skale is an organic growth agency helping top SaaS and tech brands build predictable, scalable revenue through organic channels. We’ve grown by focusing on what actually drives pipeline: strategy, execution, and results, not vanity metrics. We don’t just do SEO – we build organic revenue engines for ambitious B2B tech and SaaS brands. That now includes traditional […]
• Technical SEO Lead ~ Terakeet ~ $91,000 – $138,000 ~ Remote (USA)
  December 8, 2025
  Why Terakeet? At Terakeet, we’re comfortable with the uncomfortable. We live in the future of marketing and are revolutionizing how the world’s most valuable brands connect and build trust with their audiences. We are experts who deliver exceptional outcomes. Together, we win. What We Do Terakeet controls online reputation and visibility for global brands. We […]
• SEO Specialist – Part-Time/Contract ~ Elevated Third ~ $50/hr. ~ Remote (USA)
  December 5, 2025
  This is a part time contract position (approximately 10–20 hours per week). Elevated Third is a global B2B digital agency and Drupal expert. We design, build, and optimize complex digital experiences that drive measurable growth for enterprise and mid market clients. We are looking for an experienced SEO Specialist to support analytics, reporting, and insight […]

Newest PPC and paid media jobs

(Provided to Search Engine Land by PPCjobs.com)

• Paid Search Manager ~ BedJet ~ $75,000 – $95,000 ~ In-office (USA) ~ Newport, RI, United States
  December 15, 2025
  BedJet Background: BedJet is a fast-growing DTC sleep tech brand, known for the #1 rated bed climate comfort system and the world’s thinnest adjustable bed frame. Founded as a digitally native ecommerce company, we’ve been scaling since 2015 and now sell in 40countries. We run nearly all ecommerce functions in-house — from PPC and paid […]
• Media Buyer, Integrated Media Investment ~ Crossmedia Inc ~ $62,000-$75,000 ~ Hybrid (New York, NY, United States)
  December 15, 2025
  WHO WE ARE Crossmedia is the global media independent. We’re committed to doing media and business the right way, guided by the principles of TRUST, REASON and the pursuit of HAPPINESS. Crossmedia US was founded in NY in 2000 and is one of the largest minority-owned full-service media planning & buying agencies in the nation. […]
• Account Director – Paid Social ~ KARGO ~ $120,000-130,000 ~ Remote (USA)
  December 14, 2025
  Job Description Kargo unites the world’s leading brands, retailers and premium publishers across screens using innovative technology and advanced creative ad formats. At Kargo, we’re all about bringing together the best of the best with a spark of creativity to stand out from the crowd. The same is true for our employees. What makes Kargo […]
• Senior Paid Search Specialist ~ AmeriPharma ~ $90,000-$110,000 ~ In-office (USA) ~ Laguna Hills, CA, United States
  December 14, 2025
  Job Description Salary: $90,000-$110,000 Annually, DOE About AmeriPharma AmeriPharma is a rapidly growing healthcare company where you will have the opportunity to contribute to our joint success on a daily basis. We value new ideas, creativity, and productivity. We like people who are passionate about their roles and people who like to grow and change […]
• Director of Paid Search ~ Digital Strike, LLC ~ $105,000-$120,000 ~ In-office (USA) ~ Saint Louis, MO, United States
  December 13, 2025
  Job Description DIRECTOR OF PAID SEARCH Here’s the 411: The Director of Paid Search will lead a team of paid search specialists, providing guidance, mentorship, and performance management to maximize campaign success. Collaboration with cross-functional teams such as analytics, creative, and product marketing is essential to integrate paid search efforts with broader marketing strategies. Ultimately, […]

Other roles you may be interested in

Sr. Performance Marketing Manager, RobertHalf (Hybrid, Miami, FL)

• Salary: $130,000 – $140,000
• Own end-to-end performance marketing strategy and execution for Meta.
• Manage PPC execution through an external agency for Google Ads.

Senior PPC Manager / Lead Gen Onward Search (Onsite Los Angeles, CA)

• Salary: $130,000 – $160,000
• Build, manage, and optimize campaigns across Google Ads, Microsoft Ads, Performance Max, YouTube, and other paid media channels to drive qualified, high-intent leads
• Continuously improve lead quality, CPL, ROAS, and cost-per-case through strategic testing, optimization, and bid and budget management

Director, Paid Search, Omnicom Media Group (Hybrid, New York City Metropolitan Area)

• Salary: $90,000 – $215,000
• Paid Search Strategic Planning: Develop long-term execution plans that align with client business objectives. Implement these plans and track key performance indicators (KPIs) to measure success.
• Paid Search Data Analysis: Demonstrate analytical skills to extract meaningful insights from data. Relate these insights back to client business goals and identify actionable recommendations.

Senior PPC Manager / Lead Gen (on-site, downtown LA, direct hire), Onward Search (Los Angeles, CA)

• Salary: $130,000 – $160,000
• Proven track record improving CPL, ROAS, cost-per-case, lead quality, and full-funnel performance
• Expert-level proficiency with Google Ads, Performance Max, YouTube Ads, Microsoft Ads, smart bidding strategies, and audience segmentation

Senior Manager, SEO, Kennison & Associates (Hybrid, Boston, MA)

• Salary: $150,000 – $180,000
• You’ll own high-visibility SEO and AI initiatives, architect strategies that drive explosive organic and social visibility, and push the boundaries of what’s possible with search-powered performance.
• Every day, you’ll experiment, analyze, and optimize-elevating rankings, boosting conversions across the customer journey, and delivering insights that influence decisions at the highest level.

Lead Generation Manager, Mondo (Hybrid, Charlotte, NC)

• Salary: $70,000 – $100,000
• Analyze the total addressable market (TAM) of current customers to identify whitespace and expansion opportunities.
• Build and execute multi-touch nurture campaigns across Salesforce and HubSpot (email, sequences, newsletters, content, AI-generated assets, etc.).

Search Engine Optimization Manager, NoGood (Remote)

• Salary: £80,000 – $100,000
• Act as the primary strategic lead for a portfolio of enterprise and scale-up clients.
• Build and execute GEO/AEO strategies that maximize brand visibility across LLMs and AI search surfaces.

Search Engine Optimization Manager, Pump.co (San Francisco)

• Salary: $115,000 – $130,000
• Develop and execute a comprehensive SEO strategy to drive organic traffic and increase visibility in key AI and cloud cost-related search results.
• Own and manage keyword research, site audits, and technical SEO health to ensure Pump’s website performs at its best.

Senior Content Manager, TrustedTech (Irvine, CA)

• Salary: $110,000 – $130,000
• Develop and manage a content strategy aligned with business and brand goals across blog, web, email, paid media, and social channels.
• Create and edit compelling copy that supports demand generation and sales enablement programs.

Senior Growth Product Manager, Reku (Remote)

• Salary: $180,000 – $220,000
• Lead our Product-Led Growth (PLG) strategy and roadmap
• Build viral loops, retention drivers, and onboarding magic
• Run experiments, crunch funnels, and live in the data

Note: We update this post weekly. So make sure to bookmark this page and check back.

Google is rolling out a new Performance Max beta that lets advertisers pull video assets directly from Merchant Center — a small tweak with big implications for retail and e-commerce.

How it works. Google Ads will now:

• Auto-surface product-associated videos from Merchant Center during PMax setup
• Shorten creative workflows for retailers and e-commerce teams
• Improve product-to-creative alignment, increasing ad relevance
• Boost performance, especially for large SKU catalogs

Why we care. This update removes a friction point in PMax: getting high-quality, product-relevant video into campaigns. By auto-pulling videos from Merchant Center, Google is tightening the link between inventory and creative, which typically translates to higher relevance, stronger engagement, and better performance.

For brands with large SKU counts, this dramatically speeds up workflow and ensures video coverage at scale — something that was previously difficult and resource-heavy to achieve.

The big picture. Google has been rapidly expanding PMax’s creative pipeline — from social video imports to this new Merchant Center integration — signaling a broader push to make PMax more plug-and-play for commerce-heavy advertisers.

First seen. This update was first spotted by senior performance marketing executive, Rakshit Shetty who shared his view of the option on LinkedIn.

The bottom line. A subtle update, but a meaningful win for brands running eCommerce at scale.