In part two of Performance Delivered: Insider Secrets for Digital Marketing Success, host Steffen Horst continues his conversation with marketing experts Navah Hopkins (Microsoft) and Shawn Walker (Symphonic Digital) on how AI is transforming paid search strategy.They dive into:When to use AI vs. manual campaign managementHow to differentiate your brand when competitors use similar AI toolsTesting AI in new accounts without risking core campaignsWhy clean data and human oversight are essentialPredictive modeling — promise vs. realityHow to plan budgets in an AI-first worldIf you missed part one, catch up to hear their discussion on AI’s truly disruptive trends vs. efficiency gains, and predictions for the next 12–24 months in paid search.Timestamps:00:00 – Intro00:11 – Welcome back & episode overview01:22 – When to plan with AI from day one03:28 – Differentiation in an AI-driven market04:34 – Brand positioning and being where competitors aren’t07:07 – Strategy shifts: reporting, funnel growth & brand control10:07 – Dunning-Kruger effect in campaign evaluation12:32 – Trusting AI insights vs. human verification15:04 – Critical thinking in prompting & data interpretation18:10 – Predictive modeling: promise vs. reality22:42 – Budget planning in the AI-first world26:14 – Accounting for learning periods & runway27:59 – Focusing spend for better results29:45 – Targeting by time zone & campaign consolidation31:47 – Closing thoughts & guest infoThe views and opinions expressed on the “Performance Delivered” podcast are solely those of the author and guests and should not be attributed to any other individual or entity. This podcast is an independent production of Performance Delivered, and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2025.

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