SEO and PPC have long been friendly rivals, but in today’s AI-driven, privacy-first landscape, true collaboration is more essential than ever.

This session shares actionable ways for SEO-first marketers to work with paid teams and PPC-first marketers to partner with SEO teams.

From asking better questions to understanding evolving tools like PMax and AI Citation reports, you’ll learn how both sides can solve shared challenges around CRO, reporting, and testing—without sacrificing your strategic star power.

Google Search is great, but not always the winner. Did you know Bing Pmax crushes it in health insurance?

The reality is, not every search tactic works effectively as others in each vertical.

We'll analyze the strengths and weaknesses of all of them, when they should be considered vs deployed, and how to customize them for the ideal audience.