Posted on January 14, 2026 by Kodo Gen — Leave a comment

Google Ads Upgrades Creator Partnerships: What Brands Should Know for 2026

Google Ads recently upgraded its Creator Partnerships feature with powerful new search and management tools. While this update may look small on the surface, it signals a bigger shift in how Google sees creators fitting into paid media and brand growth in 2026.

For marketers, this update makes creator discovery easier.
For brands, it brings structure to influencer collaborations.
For performance teams, it opens the door to measurable creator-led funnels.

Let’s break down what changed, why it matters, and how brands should use these new tools smartly.

What Is Google Ads Creator Partnerships?

Creator Partnerships inside Google Ads is Google’s way of helping brands collaborate with YouTube creators directly from the Ads platform.

Instead of finding creators manually on social platforms, emailing back and forth, and managing campaigns separately, Google is building everything into one place.

With the latest update, Creator Partnerships is moving closer to a full creator collaboration workspace.

What’s New in the Creator Partnerships Upgrade?

Google rolled out three major improvements.

1. Search YouTube Creators by Keyword or Channel Handle

Brands can now search creators using:

Keywords related to content or niche
Direct YouTube channel handles

This makes discovery faster and more relevant. Instead of browsing randomly, brands can search by topic, industry, or audience interest.

Example searches might look like:

“fitness shorts India”
“B2B SaaS marketing”
“tech reviews Hindi”

This aligns creator discovery with intent, not just popularity.

2. Advanced Filters for Better Creator Selection

Google added filters that help brands shortlist creators based on real criteria, such as:

Subscriber count
Average video views
Creator location
Contact availability

This is important because not every brand needs a million-subscriber creator. Many campaigns perform better with mid-sized or niche creators who have strong audience trust.

These filters help brands choose creators who fit:

Budget
Geography
Campaign goals

3. Centralized Creator Communication Hub

One of the biggest pain points in creator marketing has always been communication.

Google now offers:

A centralized creator inbox
Direct email access
Campaign-level communication tracking

This reduces dependency on external tools, missed emails, and messy follow-ups.

For agencies and brands managing multiple creators, this is a big operational win.

Why This Update Matters in 2026

This upgrade isn’t just about convenience. It reflects how creator marketing is becoming part of paid media strategy, not just brand awareness.

Here’s why this matters.

Creator-Led Campaigns Are Becoming Performance-Driven

Earlier, creator campaigns were mostly used for:

Awareness
Brand trust
Social proof

Now, brands want:

Clicks
Leads
Conversions
Retargeting data

By integrating creators into Google Ads, Google is enabling:

Better tracking
Clear attribution
Scalable creator campaigns

This bridges the gap between influencer marketing and performance marketing.

Search + Creator Content Is a Powerful Combo

With YouTube being the second-largest search engine, creators already influence buying decisions.

Now imagine this flow:

User searches for a topic
They see creator content
That content is backed by ads
The journey continues across Search, YouTube, and Display

This creates a full-funnel creator-powered experience.

What This Means for Brands

1. Creator Selection Becomes Strategic, Not Random

Brands can now choose creators based on:

Audience relevance
Content alignment
Location
Performance potential

This removes guesswork and improves campaign quality.

2. Agencies Can Manage Creator Campaigns at Scale

For agencies like Kodo, this update helps:

Centralize creator workflows
Reduce manual coordination
Align creators with paid campaigns

It also makes reporting and optimization easier.

3. Smaller Creators Get More Opportunities

With filters and keyword-based search, brands will discover:

Micro-creators
Niche experts
Regional creators

This is good news for creators who deliver value but don’t have massive followings.

How Brands Should Use Creator Partnerships in 2026

Here’s a simple approach.

Step 1: Define the Goal Clearly

Before searching for creators, decide:

Is this awareness-focused?
Is it for lead generation?
Is it product education?

Creator choice depends heavily on intent.

Step 2: Use Keywords That Match Buyer Intent

Instead of generic keywords, search for:

Problem-based terms
Use-case driven topics
Comparison-style content

This ensures creators already speak to your ideal audience.

Step 3: Combine Creators with Paid Distribution

Creators alone are powerful. Creators + paid ads are stronger.

Brands should:

Whitelist creator content
Run ads using creator videos
Retarget viewers across Google platforms

This multiplies reach and performance.

Step 4: Track What Actually Works

Use performance signals like:

View-through rate
Engagement
Clicks
Assisted conversions

Creators should be evaluated like any other marketing channel.

SEO, AEO, and Creator Content

Creator content also plays a role in how brands appear in AI-driven search and discovery.

Why?

Creators explain products in natural language
Their content answers real questions
AI systems prefer conversational, trusted sources

Brands that partner with the right creators improve:

Brand authority
Visibility in AI summaries
Trust signals across platforms

Kodo Kompany’s Take on This Update

At Kodo, we see this update as a clear signal.

Creator marketing is no longer separate from performance marketing.

In 2026:

Creators will power top-of-funnel
Paid ads will amplify trust
AI-driven platforms will surface helpful voices

Brands that structure creator partnerships properly will win attention, trust, and conversions.

Final Thoughts

Google Ads upgrading Creator Partnerships is not just a feature update. It’s a direction change.

It shows that:

Creators are becoming media channels
Performance and influence are merging
Structured creator marketing is the future

Brands that adapt early will build stronger funnels.
Brands that delay will struggle to compete in attention-driven markets.

Posted on December 29, 2025 by Kodo Gen — Leave a comment

Conversational Search Optimization: Preparing for AI-First Search in 2026

As we approach 2026, the digital landscape is evolving rapidly, particularly in the realm of search engine optimization (SEO). The emergence of AI-driven search technologies is reshaping how users interact with information online. This transformation necessitates a shift in strategies for brands aiming to maintain visibility and relevance. In this article, we will explore the concept of conversational search optimization, its significance, and actionable strategies that businesses can implement to thrive in an AI-first search environment.

Understanding Conversational Search Optimization

Conversational search optimization is the practice of tailoring content to align with the way users engage with AI-powered search tools. Unlike traditional search methods that rely on keyword input, conversational queries involve natural language and complete questions. This shift requires brands to rethink their content creation and optimization strategies.

The Rise of Conversational Queries

With the increasing use of AI tools like ChatGPT and Google’s AI Overviews, users are gravitating towards conversational queries to find information. This trend signifies a fundamental change in user behavior, and brands that adapt to this evolution will be better positioned to capture audience attention and drive engagement.

Natural Language Processing (NLP): AI systems utilize NLP to interpret user queries, meaning content must be structured to reflect how people naturally speak and ask questions.
Contextual Relevance: AI prioritizes context over mere keyword matching, necessitating comprehensive answers that address user intent.
Instant Gratification: Users expect quick, accurate responses without sifting through multiple sources, prompting brands to ensure their content is concise and directly answers common questions.

Preparing for AI-First Search Strategies

To navigate the transition to AI-first search effectively, brands must implement specific strategies that enhance visibility and relevance. Here are several key approaches to consider:

1. Optimize for User Intent

Understanding user intent is crucial for conversational search optimization. Brands should focus on creating content that addresses the specific needs and questions of their target audience.

Conduct Keyword Research: Identify common questions and phrases that users are likely to search for. Tools like Google Trends and Answer the Public can provide valuable insights.
Create Comprehensive Content: Develop content that thoroughly answers user queries, including detailed guides, FAQs, and how-to articles that provide value and context.

2. Structure Content for AI Readability

AI systems favor content that is easy to read and understand. To enhance the readability of your content:

Use Clear Headings and Subheadings: Organize content with descriptive headings that reflect the questions users might ask. This helps AI tools quickly identify relevant sections.
Incorporate Bullet Points and Lists: Break down complex information into digestible bullet points or numbered lists. This format is user-friendly and aids AI in extracting key information.

3. Leverage Schema Markup

Schema markup is a powerful tool that helps search engines understand the context of your content. By implementing structured data, brands can enhance their chances of being featured in AI-generated responses.

Improved Visibility: Schema markup can lead to rich snippets, increasing the likelihood of being cited by AI tools.
Enhanced User Experience: Providing structured data helps users find the information they need more efficiently, improving overall satisfaction.

4. Focus on Conversational Content

Creating content that mimics natural conversation can significantly improve engagement. Consider the following strategies:

Use a Conversational Tone: Write as if you are having a dialogue with the reader. This approach makes the content more relatable and engaging.
Incorporate Questions and Answers: Structure your content around common questions. This aligns with user search behavior and positions your brand as a helpful resource.

The Role of AI in Search Optimization

AI is not just a tool for enhancing search; it is fundamentally changing how search engines operate. Understanding this shift is essential for brands looking to optimize their content effectively.

1. AI-Driven Search Results

AI systems analyze vast amounts of data to deliver personalized search results. This means that brands must focus on creating high-quality, relevant content that resonates with their audience.

Quality Over Quantity: Prioritize creating fewer, high-quality pieces of content rather than churning out numerous low-quality articles.
Engagement Metrics: AI tools consider user engagement metrics, such as time spent on a page and bounce rates. Brands should aim to create content that keeps users engaged and encourages them to explore further.

2. The Impact of AI Overviews

AI Overviews are summaries generated by AI tools that provide quick answers to user queries. To optimize for these features:

Craft Concise Summaries: Ensure that your content includes clear, concise summaries that directly answer common questions.
Utilize FAQs: Incorporate a dedicated FAQ section on your website. This not only addresses user queries but also increases the likelihood of being featured in AI Overviews.

Implementing an AI-First Search Strategy

To successfully implement an AI-first search strategy, brands must take a holistic approach that encompasses various aspects of their digital presence.

1. Monitor and Analyze Performance

Regularly monitoring the performance of your content is essential for understanding its effectiveness in an AI-driven landscape.

Utilize Analytics Tools: Leverage tools like Google Analytics to track user behavior, engagement metrics, and conversion rates.
Adjust Strategies Based on Data: Use insights from analytics to refine your content strategy. Identify which topics resonate with your audience and adjust your approach accordingly.

2. Stay Updated on AI Trends

The field of AI is rapidly evolving, and staying informed about the latest trends is crucial for maintaining a competitive edge.

Follow Industry News: Subscribe to industry publications and blogs that cover AI developments and search engine updates.
Participate in Webinars and Conferences: Engage with experts in the field to gain insights into emerging trends and best practices.

Conclusion: Embracing the Future of Search

As we move toward 2026, the importance of conversational search optimization cannot be overstated. Brands that proactively adapt their strategies to align with AI-first search will not only enhance their visibility but also foster deeper connections with their audience. By focusing on user intent, structuring content for AI readability, and leveraging the power of AI tools, businesses can position themselves for success in this new era of search.

Actionable Takeaways

Prioritize User Intent: Create content that addresses the specific needs and questions of your audience.
Structure for Readability: Use clear headings, bullet points, and lists to enhance content readability.
Implement Schema Markup: Utilize structured data to improve visibility in AI-generated responses.
Monitor Performance: Regularly analyze content performance and adjust strategies based on data insights.
Stay Informed: Keep up with the latest trends in AI and search optimization to maintain a competitive edge.

By embracing these strategies, brands can navigate the evolving landscape of search and ensure they remain relevant in an AI-driven world.

Posted on January 1, 2025December 29, 2025 by Kodo Gen — Leave a comment

Google Search Live Gets an Upgrade: What Gemini 2.5 Means for SEO, Voice Search & Brands

Google just took another major step toward an AI-first, voice-led search future.

This week, Google upgraded Search Live with Gemini 2.5 Flash Native Audio, unlocking smoother, more expressive, and more conversational voice interactions directly inside Google Search. For users, this feels like a natural conversation. For brands and marketers, this quietly changes how visibility, discovery, and SEO will work going forward.

If search is no longer just typed—but spoken, contextual, and real-time—then the way brands prepare content must evolve too.

Let’s break down what changed, why it matters, and what brands should start doing next.

What Is Google Search Live (and What Just Changed)?

Search Live allows users to have a real-time voice conversation with Google Search using AI Mode. Instead of typing fragmented keywords, users can now ask follow-up questions naturally—just like talking to a person.

With the Gemini 2.5 Flash Native Audio upgrade, Google has improved:

Voice fluency and expressiveness
Conversational back-and-forth accuracy
Real-time contextual understanding
Multilingual voice translation quality

In simple terms: Search now listens, understands, responds, and adapts—live.

This isn’t just “voice search” as we knew it. It’s conversational search at scale.

Why This Update Matters for SEO (More Than You Think)

Traditional SEO has been built around:

Keywords
Rankings
Clicks

But conversational search doesn’t work like that.

When users talk to Search Live, they don’t say:

“best CRM software India price”

They say:

“I’m looking for a CRM for a small team, not too expensive, mostly for sales tracking—what would you recommend?”

That difference changes everything.

SEO Is Moving From Keywords to Conversations

This update pushes search toward:

Intent clusters, not single keywords
Follow-up questions, not one-off queries
Context awareness, not static results

Your content no longer competes only on ranking—it competes on relevance in a conversation.

What Gemini 2.5 Native Audio Really Unlocks

Let’s look at the deeper implications of this upgrade.

1. Search Is Becoming a Dialogue, Not a Destination

Search Live allows users to:

Ask a question
Get an answer
Ask a follow-up
Refine intent
Compare options

All without restarting the search.

This means brands need content that:

Answers clearly
Anticipates follow-up questions
Builds trust quickly

Pages that only “rank” but don’t resolve the user’s need will slowly lose visibility.

2. Voice-Friendly Content Will Win Visibility

Voice-based systems prefer:

Simple sentence structures
Clear explanations
Natural phrasing
Direct answers

Long, keyword-stuffed paragraphs written only for bots won’t perform well in voice-driven environments.

Content that sounds human when spoken aloud will perform better.

3. Context Will Matter More Than Ever

With Gemini handling conversational memory, Google can now understand:

What the user already asked
What they rejected
What they’re leaning toward

That means your content must:

Address why, not just what
Explain trade-offs
Guide decisions, not just describe features

How Voice-Based Search Changes User Behavior

As Search Live improves, users will:

Ask longer, more detailed questions
Expect immediate clarity
Trust spoken responses more than links
Spend less time clicking multiple pages

This doesn’t mean websites disappear—but it does mean only the most helpful content gets surfaced.

Your website becomes the source, not always the destination.

What This Means for Brands in 2025 and Beyond

Let’s talk action.

1. Informational Content Becomes Strategic Content

Blogs, FAQs, explainers, and guides are no longer “top-of-funnel fluff.”
They are training data for how Google understands your authority.

Brands that invest in:

Clear educational content
Structured explanations
Real-world examples

will be referenced more often in AI-driven responses.

2. FAQs Are No Longer Optional

Search Live thrives on question-based discovery.

If your website doesn’t clearly answer:

“What is this?”
“Who is it for?”
“Is this better than alternatives?”
“How much does it cost?”

You’re invisible in conversational search—even if you rank on page one.

3. Brand Trust Signals Matter More Than Rankings

Voice-based responses rely heavily on trust.

Google evaluates:

Content depth
Site credibility
Engagement signals
Clarity and consistency

This means:

Thin content loses power
Repetitive AI-written fluff won’t survive
Authority is built through usefulness, not volume

How Kodo Kompany Views This Shift

At Kodo, we see this update as confirmation of something we’ve been saying for a while:

SEO is no longer about search engines. It’s about answer engines.

Search Live with Gemini 2.5 accelerates the shift toward:

Conversational discovery
AI-curated answers
Fewer but better sources

Brands that adapt early will compound visibility. Brands that wait will chase relevance.

How Brands Should Prepare Right Now

Here’s a practical roadmap.

1. Rewrite Content for Humans First

Ask:

Would this sound natural if read aloud?
Does it directly answer a question?
Is it easy to understand without jargon?

If not, it’s not voice-ready.

2. Build Content Around Real Questions

Stop guessing keywords. Start listening.

Use:

Sales call questions
Support tickets
Chat logs
Customer emails

These are the exact phrases users will speak into Search Live.

3. Structure Content for Easy Extraction

Google prefers content that’s:

Clearly sectioned
Logically ordered
Easy to scan and summarize

Think in answers, not essays.

4. Strengthen Your Brand Entity

Consistent messaging across:

Website
Social platforms
Reviews
External mentions

helps AI systems understand who you are and when to trust you.

Does This Kill Traditional SEO?

No—but it transforms it.

Traditional SEO tactics still matter:

Technical health
Page speed
Indexability

But they are no longer enough on their own.

The future belongs to brands that combine:

SEO
Content strategy
UX
Trust-building

into one cohesive system.

Final Thought: Search Is Learning How Humans Talk

Gemini 2.5 Flash Native Audio isn’t just a feature update—it’s a signal.

Google is preparing for a world where:

Typing is optional
Conversations are normal
Answers matter more than links

Brands that learn to communicate clearly, helpfully, and conversationally will win visibility—across search, voice, and AI-driven discovery.

The question is no longer:

“How do I rank on Google?”

It’s now:

“How do I become the best answer when Google speaks?”

If you want help adapting your content, SEO, or website for this AI-first future—that’s exactly what we do at Kodo Kompany.

Posted on November 26, 2024March 12, 2025 by Kodo Gen — Leave a comment

5 Key Metrics to Measure Your Marketing Success

In today’s competitive digital landscape, knowing how well your marketing efforts are performing is crucial. Without measuring success, you won’t know what’s working and what’s not. Marketing metrics help brands make data-driven decisions, optimize strategies, and allocate resources more efficiently. But with so many data points to consider, it’s easy to feel overwhelmed. The good news is that you don’t have to track every possible metric. Instead, focusing on key performance indicators (KPIs) will give you a clear picture of your marketing success.

Here are the 5 key metrics every marketer should track to assess their marketing efforts:

1. Customer Acquisition Cost (CAC)

What is CAC?

Customer Acquisition Cost (CAC) refers to the total amount of money spent on acquiring new customers, divided by the total number of customers gained during a given period.

Formula:

CAC = Total Marketing & Sales Expenses ÷ Number of New Customers Acquired

Example:

Suppose your business spent $5,000 on marketing and sales in a month, and you acquired 100 new customers. The CAC would be:

CAC = 5,000 ÷ 100 = $50

So, the cost of acquiring one customer is $50.

Why is CAC important?

Understanding CAC helps you determine the profitability of your marketing strategies. A high CAC might indicate that your acquisition strategy is not efficient, while a low CAC shows that you are acquiring customers effectively at a low cost. Lowering CAC is critical for improving your overall ROI (Return on Investment).

2. Customer Lifetime Value (CLV)

What is CLV?

Customer Lifetime Value (CLV) estimates how much revenue a customer will bring over their lifetime as a paying customer.

Formula:

CLV = Average Purchase Value × Purchase Frequency × Customer Lifespan

Where:

Average Purchase Value is the average amount a customer spends per transaction.

Purchase Frequency is the average number of purchases a customer makes per year.

Customer Lifespan is the average number of years a customer continues to buy from your business.

Example:

Let’s say the average purchase value is $50, the average purchase frequency is 10 times a year, and the average customer lifespan is 5 years. The CLV would be:

CLV = 50 × 10 × 5 = $2,500

So, the Customer Lifetime Value is $2,500.

Why is CLV important?

CLV is crucial because it tells you how much value you are generating from each customer. It helps you decide how much you should invest in customer acquisition and retention. If your CLV is significantly higher than your CAC, your business is likely running at a profit.

3. Return on Investment (ROI)

What is ROI?

ROI tells you the amount of return (profit) you gain on every dollar spent in marketing. It’s an important metric to assess whether your marketing campaigns are delivering value and if your budget allocation is effective.

Formula:

ROI = (Revenue from Marketing − Marketing Expenses) ÷ Marketing Expenses × 100

Example:

If your marketing campaign generates $10,000 in revenue, and you spent $2,000 on the campaign, the ROI would be:

ROI = (10,000 − 2,000) ÷ 2,000 × 100 = 400%

So, your ROI is 400%, meaning for every $1 spent, you earned $4 in return.

Why is ROI important?

Tracking ROI is essential because it helps you understand the effectiveness of your marketing campaigns. A positive ROI means you are generating more revenue than you’re spending, which is a good sign for profitability. Learn how to improve ROI with SEO strategies here.

4. Conversion Rate (CVR)

What is CVR?

Conversion Rate (CVR) is a metric that tells you the percentage of visitors who take a desired action, such as making a purchase, filling out a form, or signing up for a newsletter.

Formula:

CVR = (Conversions ÷ Total Visitors) × 100

Example:

If you had 1,000 visitors to your website, and 50 of them made a purchase, the CVR would be:

CVR = (50 ÷ 1,000) × 100 = 5%

So, your conversion rate is 5%.

Why is CVR important?

Conversion Rate helps you determine how effective your website or landing page is at converting visitors into customers. By improving your CVR, you can generate more revenue without having to drive additional traffic to your website.

To increase your CVR, consider optimizing your landing page. Here’s a useful guide on landing page optimization here.

5. Engagement Rate

What is Engagement Rate?

Engagement Rate measures the level of interaction your content receives, including likes, comments, shares, and other forms of participation. It helps you gauge the effectiveness of your content in sparking interest and conversations.

Formula:

Engagement Rate = (Total Engagements ÷ Total Followers) × 100

Where:

Total Engagements is the sum of all likes, shares, comments, and other interactions.

Total Followers is the number of people who follow your account.

Example: Let’s say you have 5,000 followers and your recent post received 500 likes, 50 comments, and 20 shares. The total engagements would be:

Engagement Rate = (500 + 50 + 20) ÷ 5,000 × 100 = 11%

So, the engagement rate is 11%.

Why is Engagement Rate important?

Engagement Rate is a clear indicator of how well your content resonates with your audience. A higher engagement rate usually means that your content is engaging, relevant, and interesting to your audience. Improving your engagement helps build a loyal community and strengthens your brand presence.

Conclusion

Tracking these 5 key metrics – Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), Return on Investment (ROI), Conversion Rate (CVR), and Engagement Rate – is essential to measuring the effectiveness of your marketing strategies. By focusing on these metrics, you can ensure that your marketing efforts are aligned with your business goals and that you’re driving meaningful results.

If you want to dive deeper into how to optimize your marketing strategies for better ROI, read more about marketing metrics and how they can elevate your brand. Also, check out this guide on KPIs for digital marketing success here.

FAQs

1. What is the most important marketing metric?

The most important marketing metric varies by business goals. However, Customer Acquisition Cost (CAC) and Return on Investment (ROI) are generally considered crucial for understanding profitability and performance.

2. How can I improve my Conversion Rate (CVR)?

To improve CVR, consider improving your website’s user experience, using persuasive calls-to-action, conducting A/B testing, and optimizing your landing pages.

3. Why is it important to track Customer Lifetime Value (CLV)?

CLV helps you understand the long-term value each customer brings to your business, which is essential for making informed decisions about customer acquisition and retention strategies.

4. What does a high ROI indicate?

A high ROI indicates that your marketing efforts are profitable, and you’re effectively generating more revenue than you’re spending.

5. How do I calculate Engagement Rate on social media?

To calculate Engagement Rate on social media, divide the total number of interactions (likes, shares, comments) by your total number of followers, and multiply by 100 to get a percentage.