Search advertising is changing fast—and AI is accelerating the shift.

In this episode of The POMCAST, Premier Online Marketing Founder & CEO, Mike Shaug, breaks down how Google, Microsoft, and Meta are reshaping paid search and lead strategy in a world driven by automation, AI-powered search results, and shifting user behavior.

Mike shares how AI Overviews are impacting clicks and traffic across the web, why local search remains more stable, and what advertisers should know about campaign formats like Performance Max (PMax)—including the trade-offs that come with less visibility and control.

The conversation also dives into why search partner and display expansion networks can inflate results with bot traffic and fake leads, what tactics can reduce wasted spend, and why more businesses should be exploring Microsoft Ads as search market share shifts.

In this episode, you’ll learn:

• How AI Overviews are changing search results, clicks, and CTR
• Why local SEO and high-intent searches are still performing
• What PMax gets right—and where it creates risk and waste
• Why search partners and display networks can hurt lead quality
• Ways to reduce bot traffic, fake leads, and inefficient spend
• Which channels work best for bottom-of-funnel leads vs. awareness
• Why Microsoft Ads is improving and converting more competitively
• Why it’s no longer wise to rely on Google alone

If you’re focused on generating qualified leads, protecting performance, and staying competitive as search evolves, this episode delivers a clear, practical look at what’s changing—and how to respond.

Premier Online Marketing helps businesses grow through smart SEO, content, and search strategies. Learn more at www.premieronlinemarketing.com

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Podcast Directed and Produced by: www.hiredgunsagency.com

In this powerhouse episode of The POMCAST, Mike Shaug, Founder and CEO of Premier Online Marketing, shares expert-level insights on how to build, manage, and scale national paid search campaigns with large budgets and wide target areas. Drawing from his years of experience running high-stakes digital advertising efforts for clients across automotive, legal, real estate, and beyond, Mike walks listeners through the strategies that separate successful enterprise PPC campaigns from costly disasters.

Mike emphasizes that the stakes are much higher when managing national campaigns, where inefficiencies can burn through tens or even hundreds of thousands of dollars in a short time. He explains why campaign setup must begin with control in mind—outlining how targeting the entire country requires treating each state or metro as its own performance unit. Instead of running one catch-all campaign, Mike encourages segmentation by geography, customer type, and keyword theme to allow for deeper control over performance, pacing, and budget allocation.

He details how to structure ad groups with tightly clustered, intent-driven keywords, and why broad match should be avoided in favor of exact and phrase match types—especially when quality score and CPCs can swing wildly at scale. Mike also digs into how to use ad copy strategically, including price gating and message testing, and discusses how to run intelligent A/B tests across bid models, campaign types, and creative to consistently improve results. His management sprint process—reviewing performance data at specific intervals during the month—helps prevent budget drift and ensures campaigns stay aligned with KPIs like cost per lead and search impression share.

In the conversation, Mike also pulls back the curtain on how to identify and combat wasted spend. He shares methods for spotting geographic leakage, blocking bot traffic, managing keyword gaps, and mitigating irrelevant clicks through exclusions and negative keyword lists. He cautions listeners about deceptive in-platform audience segments and how vague or overly broad interests can lead to massive inefficiencies, especially on awareness-focused campaigns.

Mike rounds out the episode by exploring ad networks and bid strategies, weighing the benefits of Google Search, Performance Max, and tools like Optimizer and Marin for different campaign types. He stresses that even non-converting keywords may have strategic value for brand awareness or upper-funnel activity—but warns that keyword decisions must always be balanced against performance data, CRM insights, and business goals.

Whether you're managing a $5,000 monthly budget or $500,000, this episode is packed with real-world advice and actionable tactics to help marketers dominate national paid search—intelligently, profitably, and with confidence.

Premier Online Marketing helps businesses grow through smart SEO, content, and search strategies. Learn more at www.premieronlinemarketing.com

Subscribe for more insights on SEO, PPC, and digital marketing.

Follow Us:

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Podcast Directed and Produced by: www.hiredgunsagency.com

In this powerful episode of The POMCAST by Premier Online Marketing, Mike Shaug, Founder and CEO of Premier Online Marketing, dives into the foundational and advanced strategies behind high-performance PPC (pay-per-click) advertising for Harley-Davidson dealerships. With years of hands-on experience driving digital success for powersports dealers, Mike breaks down what truly separates Harley PPC from generic motorcycle or automotive campaigns—and why Harley’s premium brand status demands a sharper, more strategic digital advertising approach.

Listeners will gain insight into:

• The five core keyword categories Harley dealers should prioritize, including brand, dealer terms, new and used inventory, and financing.
  
  
• The importance of model segmentation in campaigns and how buyer intent varies dramatically between categories like Touring, Cruiser, and Sportster.
  
  
• High-converting keywords versus research-phase terms—and how to budget accordingly.
  
  
• How to build smarter campaigns using pump-in/pump-out reports, CRM and historical sales data, and zip-code-level ROI insights.
  
  
• Tips for setting effective ad schedules that maximize lead volume during peak conversion hours while avoiding wasted spend overnight.
  
  
• Why audience demographics like age and income level matter more than you think—and how to apply bid adjustments with precision.
  
  
• Advanced tactics in remarketing and YouTube pre-roll, including the use of custom intent audiences, ride event targeting, and fresh creative strategies that put shoppers “on the bike” before they ever visit a showroom.
  
  

Whether you're a seasoned digital marketer or a Harley dealer looking to sharpen your ad performance, this episode is packed with actionable advice, campaign structure tips, and targeting wisdom to help drive stronger ROI from your paid search investment.

Tune in and fuel your dealership’s growth with insights that cut through the noise.

Premier Online Marketing helps businesses grow through smart SEO, content, and search strategies. Learn more at www.premieronlinemarketing.com

Subscribe for more insights on SEO, PPC, and digital marketing.

Follow Us:

www.LinkedIn.com/company/itspremieronlinemarketing/

www.instagram.com/itspremieronlinemarketing/

Podcast Directed and Produced by: www.hiredgunsagency.com