Keywordless Targeting, IndexNow, What SEOs Should Learn From PPCs w/Navah Hopkins of Microsoft

SEOs and PPCs need to talk more and learn from each other. For example, did you know you can actually connect Search Console to Google Ads from within the Ads reporting?? No? I didn't either until this week's guest told me about it... learn that, and a ton more in this great conversation.Navah Hopkins is Microsoft's Ad Liaison, an International Speaker, answer's questions in SEJ's monthly column called Ask The PPC and has been in marketing, PPC and SEO for 17+ years.This episode was recorded ⁠with Riverside⁠ which has sped up my podcast process ten fold and why I am now able to publish more episodes again.Reach me at dan at ⁠evolvingseo.com⁠ for SEO, AI Search or YouTube Visibility ConsultingLinks and resources mentioned:https://blogs.bing.com/webmaster/February-2026/Introducing-AI-Performance-in-Bing-Webmaster-Tools-Public-Previewhttps://about.ads.microsoft.com/en/blog/post/april-2026/win-across-all-three-eras-of-the-webhttps://www.searchenginejournal.com/ask-a-ppc-how-to-make-microsoft-advertising-profitable/549643/https://searchengineland.com/google-microsoft-performance-max-approaches-464964https://clarity.microsoft.com/Chapters (⁠auto generated by Riverside⁠):00:00 Understanding Keywordless Targeting03:01 The Role of Landing Pages in PPC07:06 Navah's Journey and Current Role at Microsoft11:10 Debunking Myths About Microsoft Advertising14:18 The Future of Landing Pages16:30 Gathering Intelligence from PMAX Campaigns20:22 Connecting SEO and PPC for Better Insights29:54 Convergence of Brand and Performance in AI30:20 The Role of AI in Brand Discovery32:34 Understanding Conversion Paths in AI33:56 Importance of Product Catalogs and Reviews37:09 Navigating Feeds and Merchant Centers39:38 Setting Up for AI Commerce40:07 Accessibility and AI Compliance44:25 The Necessity of Video Content46:57 The Future of Content in AI49:36 Collaboration Between SEO and PPC51:14 Understanding Prompt Data and User Engagement54:37 The Future of Websites and Agentic Scenarios59:36 Exciting Features in Microsoft Ads