Notes on autonomous performance marketing from the people building it. What the systems actually do, what they cost, and where the judgement still has to be human.
Google is routing some Search clicks through its own redirect first. It is not a ranking update, it is a measurement one, and that distinction decides what you should do about it.
Read itRanking first organically and paying for the same click is the most common form of waste in a mature search account, and the fix is not the one most audits recommend.
Read itSo What Labs Private Limited has been established in India, a wholly owned subsidiary of So What Labs Ltd, UK.
Read itA monsoon, a dam under pressure, and an engineer who answered the question by walking out onto it. AI can analyse, simulate and recommend, but it cannot stand on the dam.
Read itMarketing rewarded specialists for years. Then AI made execution a commodity and strategy scarce, and the advantage moved to the people who can see how everything connects.
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