More Than SEO Today: AI Prompt Engineering and Optimising Secondary Content

In today's fast-evolving digital landscape, staying ahead means more than just refining your SEO strategies. With the growing influence of AI technologies, leveraging AI prompt engineering has become a game-changer for content creation and optimisation. This emerging approach allows businesses to craft better AI-generated outputs by setting precise and effective prompts, creating opportunities for high-quality, relevant content. Additionally, the importance of optimising secondary content – such as blog archives, older articles, and supplementary media – cannot be overstated. By revising, repurposing, and ensuring alignment with current trends, secondary content can drive traffic, strengthen engagement, and boost overall search visibility. Together, these strategies help businesses stay competitive, blending innovation with tried-and-true practices to deliver exceptional results in the digital space.

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Brand Experience

A brand isn’t something that a person interacts with, it’s something they experience. It’s our job to ensure that those connections are emotional, creating long-lasting loyalty and affinity. We design the brand behaviors and symbols used to unify and signify your brand, creating a distinctive and impactful presence in the market.

Impactful Advertising

More is expected of the modern brand than to merely exist as the public face of a business. The successful brand of today upholds values that align with its key audiences. We create ideas for our clients’ brands and businesses that win people's attention, create affinity at scale and drive action at the last mile, fueling business and societal growth.

Accounts embracing AI-powered tools are outperforming keyword-only strategies. Here's what you need to know before you get left behind.

 

The shift away from fully keyword-targeted search campaigns has been building for years – but this week, it reached a tipping point.

Two account managers on my team, each handling different clients in different industries, came to me with the same uneasy admission. 

They were leaning toward dropping some of their keyword search campaigns in favor of Performance Max.

Not all of them. But some. These weren’t impulsive calls. 

They were data-backed decisions made after months of testing, optimization, and watching Performance Max consistently outperform keyword-targeted campaigns.

Are we heading toward keywordless targeting? Not quite. 

But we’ve reached a stage where some accounts are no longer keyword-dominant – and that shift changes everything.

When seasoned PPC marketers who’ve built their careers on keyword strategies start making this recommendation, it’s time to pay attention. 

The landscape has changed, and if you’re still resisting, you’re not being cautious – you’re forfeiting growth.

The stars have aligned for AI-forward advertising

Here’s what’s happening right now: 

  • AI Overviews are appearing more frequently in search results. 
  • Google’s AI Mode is gaining adoption. 
  • YouTube viewership continues to climb. 
  • Users are searching, scrolling, streaming, and shopping differently than they did even a year ago.

If the way people engage with Google has fundamentally changed, doesn’t it make sense that the way we manage campaigns should change too?

Google has been moving toward AI-powered campaigns for years, but 2025 is different. 

This is the year where AI-forward strategies aren’t just nice to have – they’re essential. 

The advertisers who embraced Performance Max, Demand Gen, and now AI Max early are seeing results. 

The ones who are still waiting? They’re watching their competitors pull ahead while they sit at the station.

The holistic approach you’ve been missing

Across client accounts – and in conversations with prospects – I’m seeing a clear pattern:

B2B companies that focused too heavily on performance marketing are now admitting they have a brand trust problem. 

On the flip side, companies that invested only in awareness are struggling to convert.

The answer isn’t choosing one or the other. It’s both.

I used to call it awareness campaigns. Now I’m calling it what it really is: brand trust campaigns. 

Because when you show up consistently across platforms, you’re building more than awareness – you’re building trust that your brand exists, matters, and can solve your customers’ problems.

While LinkedIn and Meta often dominate brand trust conversations, Google’s AI-forward Demand Gen campaigns deserve serious attention. 

These campaigns use first-party data and website engagement signals, and they’re currently the only campaign type that can target lookalike segments across the web. 

With high-impact images and videos, they function like social ads with strong engagement and brand recall. 

When you pair brand trust campaigns like Demand Gen with Performance Max – which will likely soon appear in AI Overviews, AI Mode results, and across Google’s entire ecosystem – you’re building a program with staying power.

Dig deeper: How to optimize B2B PPC spend when budgets and confidence are low

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