Marketing

If you're a digital marketer who’s been staring at declining click-through rates on Google Ads lately, especially when everything else looks normal, you’re not alone. There’s a strong chance Google’s new AI Overview feature (formerly known as SGE or Search Generative Experience) is playing a major role. And trust me, this isn’t just another UI update. We’re witnessing a quiet, yet massive shift in how users engage with search results and as marketers, we need to understand what’s changing, how it impacts paid performance, and what levers we still have to pull.

Why higher ed marketers need to stop relying on search and start showing up sooner

A few years ago, I was deep into my final-year MBA project, designing a strategy to launch a new business in the UK. I thought I had a solid plan: a well-researched market analysis, a detailed marketing mix, and a roadmap for growth. But something wasn’t quite right. I had ambition. I had a vision. But the more I refined my plan, the more I realised I was making the same mistake that many of us in marketing often make: I was confusing goals with strategy. I wanted success, but I hadn’t truly defined the challenge standing in the way of that success. I had listed marketing activities, but I hadn’t decided on a clear, guiding approach that would make them work together. Then, I came across Good Strategy/Bad Strategy by Richard Rumelt. And it changed everything.