{"id":724302,"date":"2026-04-28T04:20:15","date_gmt":"2026-04-28T01:20:15","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/"},"modified":"2026-04-28T04:20:15","modified_gmt":"2026-04-28T01:20:15","slug":"ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/","title":{"rendered":"Ginny Marvin on AI in search, PPC trends, and Google Ads evolution"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a28c889d35b9\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a28c889d35b9\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#Google_Ads_Liaison_reflects_on_how_search_evolved_from_manual_PPC_to_AI-driven_systems_%E2%80%94_and_why_marketers_must_stay_curious_and_adapt\" >Google Ads Liaison reflects on how search evolved from manual PPC to AI-driven systems \u2014 and why marketers must stay curious and adapt.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#PPC_clicked_faster_than_SEO\" >PPC clicked faster than SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#Google_won_by_moving_faster\" >Google won by moving faster<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#Early_PPC_was_painfully_manual\" >Early PPC was painfully manual<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#Search_Engine_Land_became_the_industrys_newsroom\" >Search Engine Land became the industry\u2019s newsroom<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#The_search_community_has_always_been_different\" >The search community has always been different<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#AI_is_not_as_new_as_people_think\" >AI is not as new as people think<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#Consumer_behaviour_is_changing_search\" >Consumer behaviour is changing search<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#Success_still_means_business_outcomes\" >Success still means business outcomes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#The_next_20_years_will_reward_curiosity\" >The next 20 years will reward curiosity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#PPC_marketers_say_they_love_change_%E2%80%94_until_it_happens\" >PPC marketers say they love change \u2014 until it happens<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#Her_advice_start_experimenting\" >Her advice: start experimenting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#What_she_is_proudest_of\" >What she is proudest of<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/ginny-marvin-on-ai-in-search-ppc-trends-and-google-ads-evolution\/#Topics_on_this_page\" >Topics on this page<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Google_Ads_Liaison_reflects_on_how_search_evolved_from_manual_PPC_to_AI-driven_systems_%E2%80%94_and_why_marketers_must_stay_curious_and_adapt\"><\/span>Google Ads Liaison reflects on how search evolved from manual PPC to AI-driven systems \u2014 and why marketers must stay curious and adapt.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"rll-youtube-player\" data-src=\"https:\/\/www.youtube.com\/embed\/a6n-e65r-TQ\" data-id=\"a6n-e65r-TQ\" data-query=\"feature=oembed\" data-alt=\"From Manual PPC to AI-Driven Search: Ginny Marvin on 20 Years of Change\"><\/div>\n<p><noscript><iframe loading=\"lazy\" title=\"From Manual PPC to AI-Driven Search: Ginny Marvin on 20 Years of Change\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/a6n-e65r-TQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/noscript>\n<\/div>\n<\/figure>\n<p>Ginny Marvin didn\u2019t get into PPC because she had a grand plan.<\/p>\n<p>She got into it because she was ready to start again.<\/p>\n<p>After years working in print publishing and ad sales marketing, Marvin found herself at a career pivot point. A startup magazine she had helped launch folded, and she decided it was time to move fully into digital.<\/p>\n<p>That meant going from marketing director to entry-level <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>licant.<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cI don\u2019t know what I\u2019m doing, so I\u2019ll start from the beginning,\u201d she recalled.<\/li>\n<\/ul>\n<p>That reset eventually led her into search marketing, Search Engine Land, and later Google, where she is now Google Ads Liaison.<\/p>\n<p>In this interview, Marvin looks back at how paid search has changed, what marketers still misunderstand, and why the next phase of search will reward curiosity more than control.<\/p>\n<h2 id=\"ppc-clicked-faster-than-seo\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"PPC_clicked_faster_than_SEO\"><\/span>PPC clicked faster than SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Marvin started on the SEO side at a small agency.<\/p>\n<p>Then the paid search manager went on holiday.<\/p>\n<p>She took over the campaigns temporarily \u2014 and im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>tely saw the appeal.<\/p>\n<p>Coming from print, where measurement was slow or sometimes impossible, PPC felt almost instant. You could launch, spend, measure and see action quickly.<\/p>\n<p>That speed changed everything.<\/p>\n<p>For Marvin, PPC made the connection between marketing activity and business results much clearer than SEO did at the time.<\/p>\n<h2 id=\"google-won-by-moving-faster\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Google_won_by_moving_faster\"><\/span>Google won by moving faster<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When Marvin entered the industry, Google wasn\u2019t the only serious search player.<\/p>\n<p>Yahoo was still a major force, and Microsoft was part of the mix. But over time, Google pulled ahead.<\/p>\n<p>Marvin believes the difference was focus.<\/p>\n<p>Google kept improving the product, launching new features and iterating faster than competitors. It became increasingly clear that Google was building around advertiser needs and pushing the industry forward.<\/p>\n<h2 id=\"early-ppc-was-painfully-manual\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Early_PPC_was_painfully_manual\"><\/span>Early PPC was painfully manual<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Today\u2019s PPC marketers may complain about manual work, but the early days were on another level.<\/p>\n<p>Campaigns were built around huge keyword lists, endless permutations and highly granular structures. Advertisers spent hours creating keyword combinations and negative keyword lists.<\/p>\n<p>It gave marketers a sense of control, but it also forced them to build campaigns around how the platform worked \u2014 not necessarily how the business worked.<\/p>\n<p>That, Marvin said, is one of the biggest changes in paid search: campaigns now start more naturally with goals.<\/p>\n<h2 id=\"search-engine-land-became-the-industrys-newsroom\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Search_Engine_Land_became_the_industrys_newsroom\"><\/span>Search Engine Land became the industry\u2019s newsroom<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When Search Engine Land launched, Marvin was still early in her search career.<\/p>\n<p>But it quickly became the place people went for search <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>, updates and expert analysis.<\/p>\n<p>What made it valuable wasn\u2019t just the reporting. It was the mix of fast news, contributed columns and practical insight from people doing the work.<\/p>\n<p>For Marvin, Search Engine Land played a major role in professional growth across the industry because it made knowledge easier to share.<\/p>\n<h2 id=\"the-search-community-has-always-been-different\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_search_community_has_always_been_different\"><\/span>The search community has always been different<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One thing Marvin repeatedly came back to was the generosity of the search community.<\/p>\n<p>From the early days, practitioners shared what they were testing, what worked, what failed and what others should watch for.<\/p>\n<p>That culture of learning helped define the industry.<\/p>\n<p>It also shaped Marvin\u2019s own career, both as a journalist at Search Engine Land and now in her role at Google.<\/p>\n<h2 id=\"ai-is-not-as-new-as-people-think\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"AI_is_not_as_new_as_people_think\"><\/span>AI is not as new as people think<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Marvin believes one of the biggest misconceptions about AI in search is that it suddenly appeared.<\/p>\n<p>Machine learning has been part of Google Ads for years, powering changes such as close variants, Smart Bidding and automation.<\/p>\n<p>What changed recently was the speed of progress driven by large language models.<\/p>\n<p>AI did not arrive overnight. But LLMs accelerated the shift dramatically.<\/p>\n<h2 id=\"consumer-behaviour-is-changing-search\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Consumer_behaviour_is_changing_search\"><\/span>Consumer behaviour is changing search<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>For Marvin, the biggest change is not just what Google can do.<\/p>\n<p>It is how people search.<\/p>\n<p>Queries are getting longer and more complex. People are searching through images, voice and multimodal inputs. Search can now understand intent without relying only on typed keywords.<\/p>\n<p>That means advertisers need to think beyond the final conversion moment and understand the full customer journey.<\/p>\n<h2 id=\"success-still-means-business-outcomes\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Success_still_means_business_outcomes\"><\/span>Success still means business outcomes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Marvin does not think the definition of success in search has changed.<\/p>\n<p>It still comes down to business outcomes.<\/p>\n<p>What has changed is marketers\u2019 ability to measure those outcomes and connect campaign activity to business goals.<\/p>\n<p>That makes data, measurement and first-party signals more important than ever.<\/p>\n<h2 id=\"the-next-20-years-will-reward-curiosity\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_next_20_years_will_reward_curiosity\"><\/span>The next 20 years will reward curiosity<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When asked what kind of marketer will succeed in the next phase of search, Marvin pointed to curiosity.<\/p>\n<p>The best advertisers will be those who keep learning, watch how customers behave and adapt before they are forced to.<\/p>\n<p>She compared it to mobile, where consumers moved faster than advertisers did.<\/p>\n<p>The same thing is happening with AI.<\/p>\n<h2 id=\"ppc-marketers-say-they-love-change-until-it-happens\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"PPC_marketers_say_they_love_change_%E2%80%94_until_it_happens\"><\/span>PPC marketers say they love change \u2014 until it happens<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Marvin\u2019s reality check for the industry was simple.<\/p>\n<p>PPC marketers often say they love change, but many resist every major shift when it arrives.<\/p>\n<p>Her advice is to take a longer view.<\/p>\n<p>Many of the changes that feel sudden have actually been building for years. Automation, AI, broader intent matching and full-funnel campaigns have all been moving in this direction for a long time.<\/p>\n<h2 id=\"her-advice-start-experimenting\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Her_advice_start_experimenting\"><\/span>Her advice: start experimenting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Marvin\u2019s message is not that every new feature will work immediately.<\/p>\n<p>It is that marketers should not write things off forever because they tested them once months or years ago.<\/p>\n<p>Platforms evolve quickly. Capabilities improve. What failed before may work differently now.<\/p>\n<p>For advertisers still holding tightly to old ways of working, the next phase of search will be harder.<\/p>\n<h2 id=\"what-she-is-proudest-of\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_she_is_proudest_of\"><\/span>What she is proudest of<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Looking back, Marvin said she is proud of the search community itself.<\/p>\n<p>Its willingness to share, learn and support each other has made the industry stronger.<\/p>\n<p>She also sees her role, both at Search Engine Land and Google, as being a resource for marketers.<\/p>\n<ul class=\"wp-block-list\">\n<li>As she put it, communicating \u201cby marketers, for marketers\u201d has always mattered.<\/li>\n<\/ul>\n<div class=\"ttd-topics-display\">\n<div class=\"ttd-topics-content\">\n<h5><span class=\"ez-toc-section\" id=\"Topics_on_this_page\"><\/span>Topics on this page<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<div class=\"ttd-topics-links\">Ginny MarvinPay-per-clickSearch Engine LandGoogleGoogle AdsYahoo!MicrosoftLarge language modelArtificial intelligenceMachine learningSearch engine marketingSearch engine optimization<\/div>\n<\/div>\n<div class=\"ttd-topics-show-extra-button\">+7 more<\/div>\n<\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ginny-marvin-on-20-years-of-change-from-manual-ppc-to-ai-475740\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Ads Liaison reflects on how search evolved from manual PPC to AI-driven systems \u2014 and why marketers must stay curious and adapt. Ginny Marvin didn\u2019t get into PPC because she had a grand plan. She got into it because she was ready to start again. After years working in print publishing and ad sales&#8230;<\/p>\n","protected":false},"author":1,"featured_media":724303,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/04\/20-for-20-ginny-marvin-cover.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-724302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/724302","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=724302"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/724302\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/724303"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=724302"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=724302"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=724302"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}