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If you’re still just copy-pasting prompts into ChatGPT to write ad copy, you’re missing the real opportunity – using the ChatGPT API to automate repetitive, time-consuming tasks inside your Google Ads workflow. At my agency, we’ve used GPT-4o in scripts, Google Sheets, and custom-built apps to solve real problems – from Shopping feed cleanup to search term waste audits to performance reviews across entire accounts. This article shows you how to set up the API, use it safely and efficiently, and apply it to high‑impact PPC workflows. Step 1: Get access to the ChatGPT API To use GPT in your own scripts or applications, you’ll need access to the OpenAI API. This is not the same as using ChatGPT in a browser – the API gives you direct programmatic control. Here’s how to get started: Create a free OpenAI account: platform.openai.com/signup Generate an API key: Go to API Keys. Click Create new secret key. Save the key somewhere secure. You won’t be able to view it again. Your API key is private and sensitive. Anyone with access can use your account balance, so treat it like a password. What it costs (and what you should budget for testing) The ChatGPT API is pay-as-you-go. As of writing, GPT-4o (the fastest and most cost-effective model) costs: $0.005 per 1,000 input tokens. $0.015 per 1,000 output tokens. 1,000 tokens is roughly 750 words of input/output combined. Most simple prompts cost less than $0.01 per call. For testing: Start by setting a $25–$50 prepaid credit. That’s enough to prototype, build, and even run light production scripts for a few weeks. Monitor usage under Billing > Usage. Set a usage limit at Billing > Limits to avoid surprises. Dig deeper: 4 ways to connect your ads data to generative AI for smarter PPC Step 2: Choose where you’ll use the API You can call the API from different environments depending on your comfort level and workflow: ToolBest ForDifficultyGoogle Apps ScriptSheets-based reporting, feed workBeginnerPythonAudit logic, report generationIntermediateNode.jsWeb apps, dashboards, asynchronous batchingAdvancedZapierLightweight GPT integrations (no code)Beginner If you’re working in Google Ads and pulling data into Sheets, Apps Script is an easy entry point. Step 3: Call the ChatGPT API (example in Google Apps Script) Here’s a basic implementation of calling GPT-4o from Google Sheets: function callChatGPT(prompt) { const apiKey = 'sk-...'; // Your API key const url = 'https://api.openai.com/v1/chat/completions'; const payload = { model: 'gpt-4o', messages: [ { role: 'system', content: 'You are a Google Ads expert.' }, { role: 'user', content: prompt } ], temperature: 0.3 }; const options = { method: 'post', contentType: 'application/json', headers: { Authorization: 'Bearer ' + apiKey }, payload: JSON.stringify(payload) }; const response = UrlFetchApp.fetch(url, options); const json = JSON.parse(response.getContentText()); return json.choices[0].message.content; } Then in a cell: =callChatGPT("Analyze Nike's top 50 non-converting search terms from Performance Max") Dig deeper: Leveraging generative AI in ad scripts for Google Ads optimization Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. Step 4: Efficiency best practices To keep things running smoothly (and cost-effectively), follow these tips: Batch your inputs: Group 5-20 titles or search terms in one request. Use system prompts: Set the role clearly (“You are a Google Ads strategist for Nike”). Lower temperature (0–0.3): Keeps outputs consistent and avoids hallucination. Control response length: Ask for specific output format or word count when needed. Test edge cases: Run messy inputs through manually to see how GPT responds. Real-world use cases for Google Ads To demonstrate how this works in practice, I’ll walk through some real use cases using Nike as an illustrative example. For clarity, I’m not affiliated with Nike, and these examples are hypothetical. They’re used to show how these techniques apply to enterprise-level Google Ads accounts with large product catalogs and high-volume campaigns. Use case 1: Shopping feed optimization Nike’s product feed is massive – shoes, clothing, gear, accessories – all in dozens of variants. Product titles that aren’t well-structured can result in poor visibility or irrelevant impressions. Using GPT-4o, you can rewrite product titles at scale using this structure: Rewrite the product title to include gender, product type, main feature, and brand. Format as: [Gender] [Product Type] with [Feature] | Nike. Before: “Air Zoom Pegasus 40” After: “Men’s Running Shoes with Responsive Cushioning | Nike Air Zoom Pegasus 40” We ran this workflow in Google Sheets using GPT via Apps Script. Output titles were more keyword-aligned, more descriptive, and performed better in Shopping ads – increasing CTR and improving match relevance. Use case 2: Search term waste auditing in Performance Max Nike’s Performance Max campaigns generate huge volumes of search term data – much of it irrelevant. Reviewing it manually is inefficient and inconsistent. Our approach: Pull in top-spending terms with zero conversions. Use GPT to analyze and categorize waste themes. Prompt example: “You are auditing Nike’s Performance Max search terms. Group the following into themes like competitor traffic, job searches, or unqualified queries. Return a summary and examples.” GPT output: Competitor searches: “adidas running shoes,” “under armour basketball gear.” Careers: “nike warehouse job application,” “retail jobs at nike.” DIY/informational: “how to clean nike shoes,” “best running shoes for flat feet.” We use this output to generate negative keyword ideas, refine targeting, and create weekly alerts if waste passes a threshold. Dig deeper: How AI makes paid search audits faster and better Use case 3: Google Ads audit automation for Nike brand campaigns We’ve built a tool that combines the Google Ads API with GPT-4o to run full account audits. In Nike’s case, we used GPT to interpret performance flags pulled from API queries like: High-spend keywords with Quality Score < 5. Campaigns losing impression share due to budget. Device-level CPA imbalances. Unused sitelinks or ad extensions. Prompt example: “Nike’s brand campaign has 14 keywords spending over $1,000/mo with a Quality Score of 3. Suggest hypotheses for low performance and what changes we should consider.” GPT response: Ad copy likely missing branded modifiers (e.g., “Nike outlet,” “Nike store near me”). Landing page mismatch – queries may be location-based but page is product-focused. High mobile traffic + slow load time = poor landing page experience score. This output is added directly to a Google Slides deck used for internal reviews and client QBRs. Using the ChatGPT API for high‑impact Google Ads automation ChatGPT isn’t just a writing assistant – it’s an automation engine. The key isn’t asking GPT to do your job. The key is plugging GPT into the places where repetition slows you down: Cleaning up feed data. Summarizing noisy reports. Generating hypotheses. Providing structured analysis at scale. You don’t need to be a developer to use the API. Google Apps Script and Sheets are powerful enough to run real workflows today. Once you see the time savings – and the quality of GPT-4o outputs when structured correctly – it’s hard to go back. Dig deeper: Top AI tools and tactics you should be using in PPC View the full article

Google is busy adding Gemini AI into just about every app it develops, and Google Drive is no exception. If you've got a Google One AI Premium subscription—or an organization you're part of is paying its Gemini AI dues for Google Workspace—then you get Gemini integration for your Google Drive account and Docs, Sheets, and Slides. There are a whole host of AI tricks you can do inside documents, spreadsheets, and presentations, but here I'm going to focus on what's possible with your files and folders in Google Drive more broadly, including searches and summaries. Right now the best way to access these functions is through Google Drive on the web, though there is a Google Drive plug-in for Gemini on mobile as well. All of this relies on you giving Gemini access to your Google Drive data—but Google has all of your data anyway, so it's a question of extending your trust of Google even further. As with other Google apps, you can control the data Gemini keeps and delete existing records through your Google account. The basics of Gemini in Google DriveLoad up Google Drive on the web, and you'll see a Gemini star symbol up in the top right corner—click on this to bring up a Gemini side panel. Up at the top you've got arrows for expanding or shrinking the panel, and a button showing three dots that you can click to clear your Gemini conversation history inside Google Drive. Depending on how recently you've used Gemini, you might see some suggestions for prompts you can run. You might also see a prompt that will give you a few examples of what Gemini can do inside Google Drive—you can also get some hints by clicking the three dots at the top of the side panel, and choosing More suggestions. Gemini will offer suggestions for prompts if you need them. Credit: Lifehacker On the most basic level, you can use Gemini to create files and folders inside Google Drive. Try something like "create a new folder called Travel" or "create a new document called Travel plans" as your prompt. This doesn't really save you any time compared to the traditional way of carrying out these tasks, but it's handy if you're already chatting with the Gemini bot. Based on the time I've spent playing around with Gemini in Google Drive, most of these prompts work as advertised, though the AI can sometimes lack precision in getting your files set up. Note that you can't move or copy files at the moment, though this seems like the kind of feature it would make sense for Google to roll out eventually. Search through files and foldersGoogle Drive already has a robust search tool, right up at the top of the web interface, but Gemini gives you some more flexibility in terms of the language of your queries and the kinds of information you can pull out. If you want to look at specific files or folders, use the @ symbol and then type out the file or folder name. For example, you might ask "who scored highest in @staffreview" (if you have a spreadsheet with that name), and Gemini will tell you. Or, you could enter the prompt "which state is mentioned most in @travelplans" and get the answer. The prompts like these that I tried were all answered accurately, but double-check answers if your company's annual budget or family vacation is relying on the information Gemini gives you. You're able to tag and query files directly. Credit: Lifehacker You can also get Gemini to search across files and folders, so you might ask for all the information it can find about a particular topic that you've covered in multiple essays. There's a little more room for error here, because Gemini is looking across a bigger batch of data, and making more decisions about what is and isn't relevant. For now, at least, you can't get Gemini to, for example, show you all your spreadsheets from yesterday, find the most recent file talking about apples or oranges, get the AI to count up files, or query your file editing history—these operations are still best performed using the standard Google Drive search box and its filters. Summarize files and foldersSummaries have to be one of the best uses of modern generative AI, whether they're summing up lengthy PDFs, multiple webpages, or giant spreadsheets—even if hallucinations also keep appearing here from time to time. This is something Gemini does well in Google Drive, based on the testing I've done. You don't need to open up the Gemini side panel for this one—just right-click on any file or folder in your Google Drive and choose Summarize this file or Summarize this folder. If you're browsing a folder, you can also click the folder name at the top, then choose Summarize this folder. Gemini can give you broad summaries of folders. Credit: Lifehacker Gemini springs into action and gives you a rundown of what's in your selected file or folder. For folders with a lot of files in them, or large files, you get a broader overview—the AI is able to adapt its response based on the amount of information it has to sift through. You can then ask follow-up questions if you need more detail (you may see suggestions for follow-ups appear on screen). Bear in mind that as soon as you close the Gemini side panel, the information Gemini has given you is gone: If you want to keep it, use the Copy buttons underneath the responses, then move it somewhere else (into a Google Docs file, for example). Your Google Drive chats aren't synced over to the main Gemini app. View the full article

Uncertainty over tariffs and an unpredictable trade war is weighing heavily on companies as they report their latest financial results and try to give investors financial forecasts. Some tariffs remain in place against key U.S. trading partners, but others have been postponed to give nations time to negotiate. The tariff and trade picture has been shifting for months, sometimes changing drastically on a daily basis. Those shifts make it difficult for companies and investors to make a reliable assessment of any impact to costs and sales. On Tuesday, Treasury Secretary Scott Bessent said he expects a “de-escalation” in the trade war between the U.S. and China, but cautioned that talks between the two sides had yet to formally start. Here’s how several big companies are dealing with the tariff confusion: Chipotle Chipotle Mexican Grill said Wednesday that its costs are rising due to the tariffs. The Tex-Mex chain said it gets some beef from Australia and packaging from Vietnam, Indonesia and Thailand. It also sources avocados from Colombia and Peru. All are now subject to a 10% tariff. The tariffs may also impact the cost of building new restaurants, since items like shelving and parts for equipment come from China, Chipotle Chief Financial Officer Adam Rymer said during a conference call with investors. But Rymer said the impact of the tariffs on imports from China is harder to predict. This week, The President administration officials have said they expect a “de-escalation” in the trade war between the U.S. and China. Chipotle reported weaker-than-expected revenue in the January-March period and lowered its outlook for full-year same-store sales. CEO Scott Boatwright said concern about the economy was the “overwhelming reason” consumers reduced their visits to Chipotle during the quarter. That trend has continued through April, he said. Tesla Tesla is in a better position than most car companies to deal with tariffs because it makes most of its U.S. cars domestically. But it still sources materials from other nations and will face import taxes. The bigger impact will be seen in the company’s energy business. The company said the impact will be “outsized” because it sources LFP battery cells from China. The broader trade war could also hurt the company as China, the world’s largest electric vehicle market, retaliates against the U.S. Tesla was forced earlier this month to stop taking orders from mainland customers for two models, its Model S and Model X. It makes the Model Y and Model 3 for the Chinese market at its factory in Shanghai. CEO Elon Musk, an adviser to President Donald The President, on Tuesday reiterated that he believes “lower tariffs are generally a good idea for prosperity.” But he added that ultimately the president decides on what tariffs to impose. Akzo Nobel The Amsterdam-based maker of paints and coatings for industrial and commercial use said the big risk from tariffs could come in the form of lower demand for its products. The company said almost all sales of finished goods in the U.S. were locally produced, with the majority of raw materials locally sourced. “Over the years, we deliberately localized both our procurement and production in the U.S.,” said CEO Gregoire Poux-Guillaume, in a conference call with analysts. “We also largely run China for China and use the rest of Asia instead as an export base.” The company’s products range from paints and coatings for the automotive industry to the do-it-yourself homeowner. Broader tariffs could squeeze consumers and businesses and hurt sales. Boston Scientific The medical device maker said it expects most of the effecs of tariffs to hit the company during the second half of the year, but that it can absorb the impact. The company raised its earnings and revenue forecasts for the year, despite the tariffs. It estimates a $200 million impact from tariffs in 2025, but said it can offset that through higher sales and reductions in discretionary spending. The company said it has a long-standing supply chain around the globe and has made significant investments in the U.S. Boeing Boeing said much of its supply chain is in the U.S. and many of its imports from Canada and Mexico are exempt from tariffs under an existing trade agreement. The company does have suppliers in Japan and Italy, but it expects to recover those tariff costs. The net annual cost of higher tariffs on the supply chain is less than $500 million. A bigger concern is the potential for retaliatory tariffs, which could impact its ability to deliver aircraft. China, a key target for U.S. tariffs, has retaliated in part by no longer accepting deliveries of Boeing aircraft. AT&T AT&T, like its peers in the telecommunications sector, faces higher costs for cellphones and other equipment. The company said it believes it can manage anticipated higher costs, based on the current pause in some tariffs and its supply chain. “The magnitude of any increase will depend on a variety of factors, including how much of the tariffs the vendors pass on, the impact that the tariffs have on consumer and business demand,” said CEO John Stankey, on a conference call with analysts. —Damian J. Troise, AP Business Writer View the full article

Few periods in modern history have been as unsettled and uncertain as the one that we are living through now. The established geopolitical order is facing its greatest challenges in decades, with a land war in Europe entering its third year and shifting power dynamics upending what were once settled relationships across the globe. The economy is teetering on the edge of recession, with financial markets in chaos, central banks struggling to navigate inflationary pressures, and consumer confidence levels at historic lows. And beneath these more visible disruptions runs a quieter but perhaps more fundamental transformation: the accelerating advancement of artificial intelligence, a technology that is reshaping how we think about work, productivity, and economic value. It is tempting to push aside worries about the future effects of new technologies when we are distracted by the global turmoil that is outside our windows right now. But if we fail to get ahead of the question of how our societies and economies will deal with automation, the consequences may be far more profound and enduring than the crises that absorb us today. The questions of who works, how they work, and whether that work provides dignity and sustenance will ultimately define our economic future more fundamentally than any temporary market correction or geopolitical realignment. Historically, technological advances have led to long-term economic growth and new employment opportunities even when automation has caused short-term job losses. It would be easy to assume that this pattern will be repeated with artificial intelligence. But this would be a grave mistake. When algorithms can learn, create, and act independently, assumptions that have evolved around the automation of mechanical processes can no longer be treated as reliable guides. The Numbers Game One of the reasons things will be different this time is the sheer speed and scale of the transformation that is rushing toward us. Researchers have calculated that 60% of current job roles did not exist 80 years ago, which is already an astonishing fact. Yet AI promises even faster and more profound changes to the job market. Recent projections are sobering: · McKinsey projects that 30% of all hours worked in the U.S. could be automated by 2030 · Goldman Sachs argues that up to 300 million jobs globally are “exposed” to automation · The IMF suggests that 40% of jobs are at risk globally, rising to 60% in advanced economies And these are just the short-term predictions. In the longer-term, many tech leaders agree with Bill Gates that humans will no longer be needed for “most things.” So, what’s the “business as normal” prediction? The World Economic Forum offers a more optimistic forecast: While 92 million jobs will be displaced globally over the next five years, 170 million new positions will be created. Not a rosy picture The arguments for the increases in future roles, however, are far from persuasive. The largest area of growth, the report argues, will come in very traditional roles like farm workers, delivery drivers, and food processing workers. Yet these are precisely the jobs that existing technology can already automate. The fastest growing roles, meanwhile, are projected to be in technology, including many new positions for specialists in data analysis, software development, and fintech engineering. But the assumption that AI will create rather than take jobs in these fields is optimistic, to say the least. The real-world data paints a less than rosy picture. For instance, while the U.S. Bureau of Labor Statistics predicts an 18% rise in the number of software developers between 2022 and 2032, recent research suggests that actual numbers in 2022–2025 figures have declined, with significant falls in both employment and job openings in this field. Waves Not Ripples Even in the best-case scenario where AI increases both overall economic activity and overall employment, major disruptions are inevitable. If millions of low-skilled jobs are soon to be replaced by high-skilled tech jobs, we will need an unprecedented global re-skilling program to ensure that displaced workers can find new roles. Without this, we risk abandoning millions of workers, and it is no exaggeration to suggest that the social and political effects of such a move will be catastrophic. Western nations are still struggling to adapt to the collapse of traditional manufacturing industries. A new employment crisis for those who already have the fewest prospects will be devastating. Yet there are few signs of any kind of organized response at the governmental level. In the worst-case scenario, these social waves will become a tsunami. Rapid automation causing widespread unemployment could trigger the kind of unrest that destroys communities and topples governments. A generation of jobless, purposeless youth unable to secure entry-level roles because the only remaining human positions require experience and expertise will pose a grave geopolitical threat. Macroeconomically, excessive automation risks create a dangerous demand deficiency—a situation in which our economy can efficiently produce more goods and services than an ever-shrinking base of employed consumers can afford to purchase. This creates a paradox for businesses rushing to automate: the very efficiency gains they seek might ultimately undermine their markets. Machines don’t purchase smartphones, subscribe to streaming services, or buy homes. Humans do. When companies optimize for efficiency without considering employment, they may inadvertently be sabotaging the consumer spending ecosystem that sustains them. If AI causes sustained unemployment, the resulting drop in aggregate demand won’t just harm individual businesses—it could trigger a deflationary spiral that threatens the stability of the entire economy. Democratizing Responsibility Automation isn’t inherently negative. Just as previous technological advances freed us from hard and dangerous physical labor, AI has the potential to relieve us of many routine burdens that stand in the way of true human flourishing. But it can only fulfill this promise if it is thoughtfully integrated into our lives and societies. In theory, governments could mitigate the economic risks through regulation. But history suggests that regulatory frameworks rarely keep pace with technological revolutions. We cannot wait for top-down solutions to emerge. Instead, we need to democratize both responsibility and leadership when it comes to managing the pace of automation and protecting the social and economic foundations on which we all depend. Businesses have a crucial role to play in this process. They must adopt regenerative leadership that looks beyond short-term efficiency gains and instead considers the long-term sustainability of the broader ecosystem. Leaders must recognize that their employees aren’t merely replaceable resources but also consumers driving economic demand. This requires shifting from traditional thinking that focuses on quarterly results to systems thinking that considers long-term economic sustainability. Companies that embrace this responsibility will implement automation strategies that enhance human potential through: · Preserving entry-level positions. Companies must maintain some starter roles to develop skilled workers, even when automation seems more efficient. · Re-skilling and workforce transition programs. Corporations should fund upskilling initiatives to help displaced workers transition into new roles, such as managing and curating the workflows of AI agents. · Recognizing societal interdependence. Businesses exist within communities in which employees and customers form an interconnected system, and that system will break down if customers lack jobs. A holistic view of this symbiotic relationship between companies and the markets they serve will be essential in the AI age. Choosing Our Future The AI revolution presents us with a critical choice between unchecked automation and thoughtful implementation. Each business decision today will shape our collective future. By prioritizing human well-being alongside innovation, responsible leaders won’t just be protecting their own customer base—they will be contributing to the resilience of our entire economic system. The future belongs not to those who automate fastest, but to those who navigate this transition with wisdom, treating AI as a tool for augmentation rather than replacement, and recognizing that true prosperity requires both technological advancement and human flourishing. View the full article

Texas has more than 600 known cases of measles on Tuesday as the outbreak in the western part of the state approaches the three-month mark. The U.S. was up to 800 cases of measles nationwide on Friday. Two unvaccinated elementary school-aged children died from measles-related illnesses in the epicenter in West Texas, and an adult in New Mexico who was not vaccinated died of a measles-related illness. Other states with active outbreaks—defined as three or more cases—include Indiana, Kansas, Michigan, Montana, Oklahoma, Ohio, Pennsylvania, and New Mexico. The U.S. has more than double the number of measles cases it saw in all of 2024. North America has two other outbreaks. One in Ontario, Canada, has sickened 925 from mid-October through April 16. And as of Tuesday, the Mexican state of Chihuahua state has 514 measles cases, according to data from the state health ministry. The World Health Organization has said cases in Mexico are linked to the Texas outbreak. Measles is caused by a highly contagious virus that’s airborne and spreads easily when an infected person breathes, sneezes, or coughs. It is preventable through vaccines, and has been considered eliminated from the U.S. since 2000. As the virus takes hold in other U.S. communities with low vaccination rates, health experts fear the virus that the spread could stretch on for a year. Here’s what else you need to know about measles in the U.S. How many measles cases are there in Texas and New Mexico? Texas state health officials said Tuesday there were 27 new cases of measles since Friday, bringing the total to 624 across 26 counties—most of them in West Texas. Two more Texans were hospitalized, for a total of 64 throughout the outbreak, and Bailey County logged its first two cases. State health officials estimated about 2% of cases—fewer than 10—are actively infectious. Sixty-two percent of Texas’ cases are in Gaines County, population 22,892, where the virus started spreading in a close-knit, undervaccinated Mennonite community. The county has had 386 cases since late January—just over 1% of the county’s residents. The April 3 death in Texas was an 8-year-old child, according to Health Secretary Robert F. Kennedy Jr. Health officials in Texas said the child did not have underlying health conditions and died of “what the child’s doctor described as measles pulmonary failure.” A unvaccinated child with no underlying conditions died of measles in Texas in late February—Kennedy said age 6. New Mexico announced two new cases Tuesday, bringing the state’s total to 65. Six people have been hospitalized since the outbreak started. Most of the state’s cases are in Lea County. Two are in Eddy County and Chaves and Doña Ana counties have one each. State health officials say the cases are linked to Texas’ outbreak based on genetic testing. New Mexico reported its first measles-related death in an adult on March 6. How many cases are there in Kansas? Kansas has 37 cases in eight counties in the southwest part of the state, health officials announced Wednesday. Finney, Ford, Grant, Gray and Morton counties have fewer than five cases each. Haskell County has the most with eight cases, Stevens County has seven, Kiowa County has six. The state’s first reported case, identified in Stevens County on March 13, is linked to the Texas and New Mexico outbreaks based on genetic testing, a state health department spokesperson said. But health officials have not determined how the person was exposed. How many cases are there in Oklahoma? Oklahoma confirmed one more case Tuesday for a total cases of 13: 10 confirmed and three probable. The first two probable cases were “associated” with the West Texas and New Mexico outbreaks, the state health department said. Custer, Oklahoma and Cleveland counties had public exposures in the past 42 days. The state health department is not releasing which counties have cases. How many cases are there in Ohio? The Ohio Department of Health confirmed 30 measles cases in the state Thursday. The state county includes only Ohio residents. There are 14 cases in Ashtabula County near Cleveland, 14 in Knox County, and one each in Allen and Holmes counties, the state said. The outbreak in Ashtabula County started with an unvaccinated adult who had interacted with someone who had traveled internationally. Health officials in Knox County, in east-central Ohio, say there are a total of 20 people with measles, but seven of them do not live in Ohio. In 2022, a measles outbreak in central Ohio sickened 85. How many cases are there in Indiana? Indiana confirmed two more cases Monday in an outbreak that has sickened eight in Allen County in the northeast part of the state—five are unvaccinated minors and three are adults whose vaccination status is unknown. The cases have no known link to other outbreaks, the Allen County Department of Health said Monday. How many cases are there in Pennsylvania? In far northwest Pennsylvania, Erie County health officials declared a measles outbreak April 14 after finding two new cases linked to a measles case confirmed March 30. The state has had nine cases overall this year, six of which are not linked to the outbreak, including international travel-related cases in Montgomery County and one in Philadelphia. How many cases are there in Michigan? Montcalm County, near Grand Rapids in western Michigan, has four linked measles cases. State health officials say the cases are tied to a large measles outbreak in Ontario, Canada. The state has eight confirmed measles cases as of Monday, but the remaining four are not part of the Montcalm County outbreak. Michigan’s last measles outbreak was in 2019. How many cases are there in Montana? Montana state health officials announced five cases Thursday in unvaccinated children and adults who had traveled out of state, and confirmed it was an outbreak on Monday. All five are isolating at home in Gallatin County in the southwest part of the state. State health officials are working to trace exposures in Bozeman and Belgrade. They are Montana’s first measles cases in 35 years. Health officials didn’t say whether the cases are linked to other outbreaks in North America. Where else is measles showing up in the U.S.? There have been 800 cases in 2025 as of Friday, according to the U.S. Centers for Disease Control and Prevention, and 10 clusters—defined as three or more related cases. Measles cases also have been reported in Alaska, Arkansas, California, Colorado, Florida, Georgia, Hawaii, Kentucky, Louisiana, Maryland, Minnesota, New Jersey, New York, Rhode Island, Tennessee, Vermont, and Washington. Cases and outbreaks in the U.S. are frequently traced to someone who caught the disease abroad. In 2019, the U.S. saw 1,274 cases and almost lost its status of having eliminated measles. What do you need to know about the MMR vaccine? The best way to avoid measles is to get the measles, mumps and rubella vaccine. The first shot is recommended for children between 12 and 15 months old and the second between 4 and 6 years old. Getting another MMR shot is harmless if there are concerns about waning immunity, the CDC says. People who have documentation of receiving a live measles vaccine in the 1960s don’t need to be revaccinated, but people who were immunized before 1968 with an ineffective measles vaccine made from “killed” virus should be revaccinated with at least one dose, the agency said. People who have documentation that they had measles are immune and those born before 1957 generally don’t need the shots because most children back then had measles and now have “presumptive immunity.” In communities with high vaccination rates—above 95%—diseases like measles have a harder time spreading through communities. This is called “herd immunity.” But childhood vaccination rates have declined nationwide since the pandemic and more parents are claiming religious or personal conscience waivers to exempt their kids from required shots. The U.S. saw a rise in measles cases in 2024, including an outbreak in Chicago that sickened more than 60. What are the symptoms of measles? Measles first infects the respiratory tract, then spreads throughout the body, causing a high fever, runny nose, cough, red, watery eyes and a rash. The rash generally appears three to five days after the first symptoms, beginning as flat red spots on the face and then spreading downward to the neck, trunk, arms, legs and feet. When the rash appears, the fever may spike over 104 degrees Fahrenheit, according to the CDC. Most kids will recover from measles, but infection can lead to dangerous complications such as pneumonia, blindness, brain swelling, and death. How can you treat measles? There’s no specific treatment for measles, so doctors generally try to alleviate symptoms, prevent complications and keep patients comfortable. AP Science Writer Laura Ungar contributed to this report. The Associated Press Health and Science Department receives support from the Howard Hughes Medical Institute’s Science and Educational Media Group and the Robert Wood Johnson Foundation. The AP is solely responsible for all content. —Devi Shastri, AP Health Writer View the full article

Over the past 30 days, many big-name tech giants have seen their stock prices fall hard, largely thanks to President The President’s chaotic tariff rollout. For example, Apple (Nasdaq: AAPL) has seen its shares fall 11% over the past month, while Nvidia has seen its shares fall (Nasdaq: NVDA) fall over 12%. But until yesterday, IBM (NYSE: IBM) was one of the big-name tech giants that rode out the tariff storm pretty well. While the company’s stock price did tank along with the rest of the markets in early April, it has recovered nicely since then and, as of the close of bell yesterday, its shares were actually up just a bit (about 0.6%) over the past 30 days. But then IBM announced its Q1 2025 results yesterday, and its stock sank after hours. And today, as of the time of this writing, IBM shares are down more than 6.75% in pre-market trading. The main reason? You can blame Elon Musk’s DOGE. IBM’s Q1 2025 results When a stock drops after a company reports its latest quarterly results, it’s natural to assume it is doing so because the company in question posted poor numbers. But that actually wasn’t the case with IBM yesterday. By all accounts, IBM had a pretty good quarter. Here are its most salient numbers: Revenue: $14.5 billion (up 1%, or up 2% on a constant currency basis) Earnings per share (EPS): $1.60 As noted by CNBC, those critical metrics actually beat analysts’ estimates, which had expected revenue of $14.4 billion and an EPS of just $1.40. “We exceeded expectations for revenue, profitability and free cash flow in the quarter, led by strength across our Software portfolio,” IBM CEO Arvind Krishna said in a statement announcing the company’s Q1 results. “There continues to be strong demand for generative AI and our book of business stands at more than $6 billion inception-to-date, up more than $1 billion in the quarter.” But if this is the case, why did IBM’s shares drop? It’s all because of DOGE. Elon Musk’s DOGE takes bite out of IBM’s government contracts’ biz Unfortunately for IBM’s stock price, the company also announced last night that 15 of its government contracts had either been canceled or paused due to cuts initiated by Elon Musk’s Department of Government Efficiency (DOGE). Bloomberg reports that these cuts equate to about $100 million in future payments. Addressing the cuts on the company’s financial call, IBM’s chief financial officer, James Kavanaugh, said that federal sales account for less than 5% of the company’s overall revenue. However, Krishna noted that DOGE’s downscaling of the U.S. government did leave IBM’s consulting unit “more susceptible to discretionary pullbacks and DOGE-related initiatives.” As noted by Reuters, the impact of the DOGE cuts on IBM’s business sent the company’s shares lower in after-hours trading yesterday. IBM issues rare quarterly guidance But IBM also announced something else yesterday—guidance for the second quarter. Historically, IBM has not issued quarterly guidance, but as Reuters notes, the company decided to do so now. “We’ve chosen now, in light of the very unprecedented dynamic of uncertainty going on in the market, to give a second-quarter revenue guidance range. We felt incumbent upon ourselves to give as much transparency as possible to our investor group,” IBM’s Kavanaugh announced yesterday. That forecast revealed that IBM expects Q2 2025 revenue of between $16.40 billion and $16.75 billion. That’s slightly above analysts’ forecasts of $16.33 billion, noted Reuters. Still, that attempt at reducing uncertainty in investors didn’t do enough to counteract the effects that the DOGE cuts had. In premarket trading this morning, as of the time of this writing, IBM stock is down 6.75% to $228.90. As of yesterday’s close of $245.48 before IBM’s Q1 results were released, the company’s shares had been up over 11.6% for the year so far—an impressive return considering all the market turmoil over the past three weeks. View the full article

We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. For fans of The Mandalorian or anyone after a headset with cross-platform support, the Logitech Astro A30 (Mandalorian Edition) might be worth a closer look—especially now that it’s hit its lowest-ever price (according to price trackers) of $119.99 on Woot (down from $249). The same model is currently $175 on Amazon, making this Woot deal a solid choice if you’re in the contiguous U.S. (Woot doesn’t ship elsewhere). This deal is live for eight days or until its stock runs out. Free shipping applies to Prime members; others will need to cough up $6. The headset ships with a 90-day Woot limited warranty and includes everything you’d expect: a USB transmitter, a detachable boom mic, charging and audio cables, and a hard-shell carry case. Logitech Astro A30 (Mandalorian Edition) $119.99 at Woot $249.00 Save $129.01 Get Deal Get Deal $119.99 at Woot $249.00 Save $129.01 Design-wise, the Mandalorian theme isn’t just a slap-on sticker job. It’s finished to resemble Beskar Steel, with Din Djarin and the Mudhorn signet featured on the speaker tags. It’s a slick look, no doubt, but comfort-wise it's more of a mixed bag. The rectangular earcups are padded with memory foam and faux leather that feels soft and breathable. However, the rubberized headband can press down a little harder than you’d like during longer sessions, especially compared to headsets with more suspension-style designs, notes this PCMag review. The controls are compact but can be tricky—the small four-way switch that lets you toggle volume and game/chat mix might not be the easiest to use if you have larger hands. Performance is generally OK. The A30 supports both Bluetooth and 2.4GHz wireless through a USB-A dongle (USB-C transmitter sold separately if you want one for your Switch or PS5). It works with PC, Xbox, PlayStation, and mobile devices, but switching between systems can reportedly be a chore, especially when sound levels drop if you forget to change modes. There’s also no built-in spatial audio, so you’ll be relying on your system’s surround settings. Sound-wise, the A30 favors clarity over raw bass. Music and in-game audio sound detailed at moderate volumes, but things flatten out if you push the volume too high. The boom mic is fine for chat, but not sharp enough for streaming or recording. You can tweak the settings like EQ via the Logitech G app, but it only comes with two presets. View the full article

Big investors warn of risks to world’s largest and most liquid bond market from US president’s attacks on central bankView the full article

So many mourners lined up to see Pope Francis lying in state in a simple wooden coffin inside St. Peter’s Basilica that the Vatican kept the doors open all night due to higher-than-expected turnout, closing the basilica for just an hour Thursday morning for cleaning. The basilica is bathed in a hushed silence as mourners from across the globe make a slow, shuffling procession up the main aisle to pay their last respects to Francis, who died Monday after a stroke. The hours spent on line up the stately via della Conciliazione through St. Peter’s Square and through the Holy Door into the basilica has allowed mourners to find community around the Argentine pontiff’s legacy of inclusion and humble persona. Emiliano Fernandez, a Catholic from Mexico, was waiting in line around midnight, and after two hours still had not reached the basilica. “I don’t even care how much time I wait here. It’s just the opportunity to (show) how I admired Francisco in his life,” said Fernandez, whose admiration for the pope grew during his 2016 visit to Mexico. “I think because of the respect that I have for him and the great person he was, it’s worth the wait.” The last numbers released by the Vatican said more than 50,000 people had paid their respects during the first 12 hours of the public viewing, starting at 11 a.m. Wednesday. The basilica closed for just one hour Thursday morning, from 6 a.m. until 7 a.m., the planned opening time. Among the first-day mourners was a church group of 14-year-olds from near Milan who arrived for the now-suspended canonization of the first millennial saint, as well as a woman who prayed to the pope for a successful operation and an Italian family who brought their small children to see the pope’s body. “We came because we didn’t bring them when he was alive, so we thought we would bring them for a final farewell,” said Rosa Scorpati, who was exiting the basilica Wednesday with her three children in strollers. “They were good, but I don’t think they really understood because they haven’t yet had to deal with death.” Like many others, the Scorpati family from Calabria was in Rome on an Easter vacation, only to be met with the news of Francis’ death on Easter Monday. Out of devotion to the pope and his message of inclusion, the grieving faithful joined the procession of mourners that wended from St. Peter’s Square through the basilica’s Holy Door, with the repentant among them winning an indulgence, a form of atonement granted during the Jubilee Holy Year. From there, the line extended down the basilica’s central aisle to the pope’s simple wooden casket. By late Wednesday, the wait appeared to be three or four hours and growing. A person doing crowd management estimated that the wait was closer to five hours. The mourners stretched down the center of Via della Conciliazione, in a lane set aside for Jubilee pilgrims. After three days of public viewing, a funeral Mass including heads of state will be held Saturday in St. Peter’s Square. The pope will then be buried in a niche within the St. Mary Major Basilica, near his favorite Madonna icon. The death of Francis, who was 88, capped a 12-year pontificate characterized by his concern for the poor and his message of inclusion, but he was also criticized by some conservatives who felt alienated by his progressive outlook. A procession of priests, bishops and cardinals accompanied Francis’ body Wednesday on its journey from a private viewing inside the Vatican to St. Peter’s Square. The pageantry contrasted with the human interactions of rank-and-file mourners at the public viewing. Francis lay in state in an open casket, perched on a ramp facing mourners, with four Swiss Guards standing at attention. As the crowd reached the casket, many lifted their smartphones to snap a photo. One nun accompanying an elderly woman with a cane walked away sobbing, “My pope is gone.” Such despair was rare. The mood was more one of gratitude for a pope who had, by example, taught many people to open their minds. “I am very devoted to the pope,” said Ivenes Bianco, who was in Rome from Brindisi, Italy, for an operation. “He was important to me because he brought many people together by encouraging coexistence.” She cited Francis’ acceptance of the gay community and his insistence on helping the poor. Humbeline Coroy came to Rome from Perpignan, France, for the planned canonization Sunday of 15-year-old Carlo Acutis, which was suspended after the pope’s death. She stayed to pay respects to Francis, enjoying exchanges with Japanese mourners they met as they waited under the sun in St. Peter’s Square. “For me, it is a lot of things. In my job, I work with disabled children, and I traveled to Madagascar to work with poor people. Being here, and close to the pope, is a way of integrating these experiences, and make them concrete,” she said. Coroy also brought prayers for her father, who is sick with cancer. For Alessandra Nardi, the pope’s death brought back memories of the death three years ago of her beloved uncle Luigi, who used to call her from St. Peter’s Square when he came to see Pope Francis say Mass. He “let me hear the bells toll. It was a beautiful thing.” Riccardo Ojedea from Colombia said his experience waiting in line for two hours to pay respects to the pope had shown him how much “humanity loves the pope.” “He left a very important legacy for everyone,” he said, “to make this world happier.” —— AP video journalist Isaia Montelione contributed. —Colleen Barry, Associated Press View the full article

Neighbor relations can be fraught—a whopping three-fourths of Americans dislike at least one neighbor, although just about the same number of people report being friends with a neighbor as well. It's safe to say that most people want to be good neighbors, and are generally willing to observe little courtesies like keeping the noise down or accommodating the occasional contractor truck parked on the street. Sometimes you want to go a little above and beyond for a neighbor and do a surprise good deed. The idea of helping someone out with no expectation of reward can make you feel great, and seems like a surefire way to build a solid neighbor relationship and bank some good karma. Except being helpful can sometimes go wrong, especially if you’re making some assumptions about your neighbor and their property. Here are the ways your good neighbor intentions can take a bad turn. Mow their lawnLawn care is a lot of work, and a neglected yard can often be a sign of private struggle—too little time, energy, or money. If you’re out there mowing your own lawn and you notice your neighbor’s has become a little ragged, it might seem like a no-brainer to just donate some of your time and mow their lawn as a favor. Except there are actually many reasons why someone might not mow their lawn. They might be planning to let the grass grow a little longer this year. They might have treated it with weed-killer, which sometimes works best if you don’t mow for a few days or weeks after the application. The “weeds” you pull up might actually be perennials planted on purpose. Or they might have a different species of grass and your mowing job cuts it too low, killing everything in sight. The point is, mowing your neighbor’s lawn without their express permission could actually ruin it for them. Rake their leavesIf your neighbor has some trees on their property and the leaf situation gets out of control in the fall, you might be tempted to do something about it. Just like mowing a lawn, raking up your neighbor’s leaves can backfire in a few ways, because not everyone thinks raking leaves is necessary or even a best practice. Some people like to mulch leaves with their mower, turning them into a natural fertilizer instead of landfill, or just leave them in place to decompose naturally (or use them as compost for a garden). And some people just like the look of a leaf-covered yard, giving the whole property a cozy autumnal vibe. While you’re free to take whatever steps necessary to clean up leaves that drift over to your property, never assume your neighbor is just being lazy if they don’t rake. Offer informationBeing a good neighbor means watching out for each other, but you can take that good instinct too far. If someone comes to your neighbor’s house when they’re not there—whether they claim to be contractors, utility workers, city inspectors, or some other legit-sounding role—you might want to help out with a little information. Telling strangers when your neighbors will be back, or offering details about their house in an effort to help could be a huge mistake if the people you’re talking to aren’t who they claim to be, or if the inspector or other city official isn’t happy about what they hear. The last thing you want on your conscience is a robbery or notice from the city that costs your neighbor money just because you wanted to be helpful—always check with them before you tell anyone anything about their home or situation. Become their assistantWe usually think of doing a good turn for someone as a one-off, a single instance. But sometimes that favor turns into a regular thing, with your neighbor assuming that if you didn’t mind doing it once, you won’t mind doing it every week—or every day. Offering to drive your elderly neighbor to do their shopping is a nice thing to do once in a while, but if they assume you’re always available to help them out you’ll soon come to resent it, and the relationship will sour. For example, a friend of mine agreed to have some of their neighbors’ packages delivered to her house—but the neighbor then started having all of their packages delivered there because they were never home to accept them. My friend eventually had to simply tell the neighbor she couldn’t do it anymore, and the relationship cooled. When doing nice things for your neighbors, it’s important to set boundaries so those favors don’t turn into commitments. This can be a challenge, but it helps to make the one-off nature of the favor clear (in a friendly way) right from the beginning. And if the neighbor starts to make a regular practice of asking you for the same service, it might be time to come up with non-confrontational reasons why you can’t do it. Watering plantsBeing asked by a neighbor to water their plants while they’re gone is a common favor, and it usually comes with specific instructions. If your neighbors take off for a vacation or business trip and leave their outdoor plants unattended, you might think watering them is an easy way to be neighborly. But this can backfire if your neighbor has already asked someone to water the plants, and you just don’t notice—leading to overwatering and some very dead plants. Or, if you don’t know much about plants, you can easily water plants that don’t need it or otherwise mess up their care, doing damage when you intended to do good. And if your neighbor isn’t expecting someone wandering around their property, your watering adventure could trigger home security systems and doorbell cameras, alarming your neighbors and causing unnecessary anxiety. Always best to check if your water can is needed before you take it upon yourself. Take in packagesIn an age of rampant porch piracy, grabbing a package left outside your neighbor’s house might seem like a simple favor. Instead of leaving it exposed where thieves can easily grab it, you keep it safe in your house and text your neighbor that you have it, or just bring it by later when they’re home. But this simple kindness can go wrong if your neighbor doesn’t want you to keep that package safe and didn’t ask you to do so. If they have already asked someone to grab the package for them, you’ll just sow confusion. If they miss your note or you forget to send one, they might assume the package is lost or stolen and file a complaint—or, worse, see you on their doorbell camera taking the package and jump to unfortunate conclusions. And without knowing what’s in the package, you might unknowingly do some harm by breaking or spoiling the contents. If you’re worried about a delivery sitting out in plain view, your best practice is to check with your neighbor first, and do nothing unless they ask you to. Clean their houseIf you have a key to your neighbor’s house and notice their housekeeping taking a nosedive, you might think it would be a real blessing if you popped in and gave the place a quick glow-up, as this woman’s neighbor did. After all, if your neighbor is struggling with a crisis and letting things slide, you could take one thing off their plate and make their life a little easier. But your neighbor may not see it that way. They might see it as an invasion, and be uncomfortable that you peered into their most private spaces and felt the need to clean them up. And you might not be familiar enough with their home and the materials used in its design, leading to inadvertent damage if you use the wrong cleaning solutions or tools. Cleaning your neighbor’s house might seem like a big-swing category of good deed, but odds are good it won’t be appreciated the way you think. View the full article

Domain extensions have been a core part of the web since its early days. In SEO, debates have continued for decades about how a domain extension, such as a TLD (top-level domain) or ccTLD (country-code top-level domain), affects rankings. The discussion often concerns whether search engines like Google, Baidu, or Microsoft Bing prefer specific domain extensions when ranking websites in different countries. Some aspects are clearly outlined in official documentation, while others rely more heavily on anecdotal evidence and testing. Do domain extensions directly impact rankings? One of the most common SEO questions is whether a domain extension directly impacts your ability to rank in your target market. Google doesn’t prefer domain extensions like .com, .net, or .org over others. All generic top-level domains (gTLDs) are treated equally, and your choice of TLD does not directly affect rankings. While legacy TLDs are treated equally, newer ones like .xyz can be flagged more often – usually due to spam associations or low user trust. Geo-targeting considerations ccTLDs require different considerations. Google’s documentation highlights that ccTLDs such as .de (Germany), .fr (France), and .es (Spain) are strong indicators that the site is intended for users in those specific countries. These signals help users and search engines understand the site’s geographic focus. That said, it’s not always black and white. For example, domains like .com.au (Australia) and .in (India) have appeared in global English-language search results. This happens when Google finds the helpful content across multiple regions, mainly when the same language is used. While ccTLDs are a clear signal, you should not rely on them as your only method of geo-targeting. Google recommends other tools like hreflang to properly localize content and signal intent. Do ccTLDs help with international SEO? When expanding into new markets, businesses often ask whether to acquire multiple ccTLDs or use subfolders or subdomains on their existing domain. From an SEO perspective, either approach can work. Using a ccTLD can signal clear geographic relevance. However, it often requires more setup, including registering new domains and building up equity for each one. With subfolders or subdomains, you benefit directly from the authority of your existing domain. The trade-off is that some content management systems and ecommerce platforms may not make internationalization through subfolders or subdomains easy. Choosing the right path is not just an SEO decision. It involves collaboration between product, engineering, and branding teams. You also need to consider your internal resources. Maintaining multiple versions of the same site increases complexity, and the right choice often depends on technical capabilities and team capacity. Dig deeper: How to choose an SEO-friendly domain name New and branded TLDs (.shop, .tech, .agency) Some newer and branded gTLDs can be treated slightly differently. While Google treats most of these domains as generic, some face challenges in practice. One of the most difficult TLDs to get indexed in testing has been .xyz, which spammers have heavily used due to cheap registration costs. You should also consider how SEO tools handle these newer TLDs. For example, .agency domains were not always included in specific link analysis tools. As a result, sites using these domains appeared to have low authority until support was added. There is also a user trust element. Click-through rate (CTR) can affect performance, and users unfamiliar with newer or novelty TLDs may be hesitant to click. Audience trust varies by market. A B2B audience might react differently from a mainstream consumer audience. Tech-savvy users may be more accepting of novelty domains, but others may not be. These domains should be seen as branding decisions rather than SEO decisions. Choose a branded TLD because it fits your positioning, not because you expect ranking benefits. Dig deeper: How to craft an international SEO approach that balances tech, translation and trust Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. Will a .ai domain help with AI-related searches? The .ai domain has grown rapidly in popularity alongside the AI tooling and software boom. While it may seem like a natural fit, .ai is the country-code top-level domain for Anguilla. It was first registered in 1995 and has only recently become popular with tech companies branding themselves around artificial intelligence. From a user standpoint, .ai signals that a product is AI-related. This can be helpful for click-throughs and perception. However, no official evidence suggests that Google ranks .ai domains more favorably in AI-related queries. It is also worth noting that Anguilla earns a significant portion of its revenue from .ai domain sales. Registration rules could change if the country decides to regulate them more closely. For now, it is a viable and effective choice for tech startups, but remember that this could shift in the future. Can I use a ccTLD for a global audience? This brings us to another common question: can a ccTLD be used for a global audience? The answer is yes, in some cases. The .io domain is a popular example. It is the ccTLD for the British Indian Ocean Territory, but tech companies and startups have widely adopted it. Its appeal comes from the association with I/O (input/output), a typical computing term. Despite its technical classification as a ccTLD, .io domains often rank globally. With broad adoption, other ccTLDs could follow a similar path over time. The key is user expectation and search engine behavior. Some ccTLDs, like .ai and .io, have developed strong reputations outside their original geographic intent. Dig deeper: Study: 56% of Google’s top three positions are held by ccTLDs The right domain extension can improve trust and SEO reach Picking the right domain extension matters. However, the decision should lean more on user experience, branding, and your broader technical strategy than chasing any supposed SEO boost. Google treats most TLDs the same, especially traditional ones, though newer or more specialized extensions can sometimes encounter issues like lower trust or indexing. ccTLDs are great for sending strong location signals, but they aren’t the only option for international SEO. Tools like subfolders, subdomains, and hreflang tags are just as crucial for reaching users in different regions. While domains like .ai or .io have gained global traction, those are standout cases, not the standard. The right domain choice reflects who you’re targeting, what your team can manage, and how you see the brand evolving. SEO plays a role, but it’s just one piece of a much bigger picture. Your domain should serve your users and the search engines, not just one or the other. View the full article

Over the past few days, I've noticed signs of increased Google Search ranking volatility. I held off reporting on it until now because I wanted to see how things settled, but it does seem like Google is testing ranking algorithm updates, on and off, over the past few days.View the full article

Google AdSense has updated its policy center by adding three new issue labels; policy issue, regulatory issue, and advertiser preference and also adding new filters. Google said this is to "help you better understand, prioritize, and resolve your issues."View the full article

Google updated its Google Merchant Center merchant listing structured data documentation to removed the EnergyConsumptionDetails properties and added an alternative solution to the certificationIdentification property. But keep in mind that the hasEnergyConsumptionDetails is backwards compatible for those who have already implemented it.View the full article

Google's Lisa Landsman interviewed Google's Google Business Profiles Verification Product Manager, Sheerna. They discussed a lot of the concerns many local SEOs and small businesses are dealing with around GBPs and also the challenges they have with managing the service.View the full article

An alliance between Reform UK and the Tories may be the final outcome but they must try to smash each other firstView the full article

Impact from The President trade wars set to prolong the longest economic slump in country’s postwar historyView the full article

Google Ads is rolling out a new way to view some of your reports in a tree table view. "Instead of flat tables, you now get a hierarchical layout where dimensions are stacked visually," explained Thomas Eccel who posted about this on LinkedIn.View the full article

Beijing says claims it is nearing a deal with Washington to resolve the trade war are ‘fake news’View the full article

We’ve all heard the familiar directive: “We’re going through another reorganization and will be cutting 20% of headcount, but priorities remain the same and, in fact, may expand.” Meanwhile, you’re being told to “just make it work” without offering additional resources, guidance, or support. This conversation, unfortunately, isn’t unique. It represents the silent crisis engulfing middle management across America. Middle managers—who oversee 90% of the U.S. workforce—are facing unprecedented challenges in 2025. Recent KPMG data reveals nearly one-third are actively disengaged, while 62% report unsustainable stress levels as they struggle with expanded responsibilities amid shrinking teams. At the same time, Gallup’s findings show employee dissatisfaction at 15-year highs. The economic uncertainty plaguing the U.S. has created a perfect storm for middle management burnout. Organizations are seemingly undergoing constant reorgs and scrambling to eliminate redundancies, optimize productivity and reduce resources to do more with less. Middle managers find themselves caught between the demands from top leadership to cut costs and maintain output while keeping their teams productive and motivated at the same time. “The concrete middle” Middle managers are what I call “the concrete middle”—the foundation bearing pressure from both the top echelon of organizations and the functions and teams reporting to them. They understand the real flow of work, the network connections, and who the true “magic makers” are in the organization. They’re facing tightening budgets from above while trying to maintain an engaged, high-performing workforce below. What makes this crisis particularly acute in 2025 is that the job market is reported as “healthy” but remains very tight. Employers may be in a wait-and-see mode, and struggling leaders may not see viable alternatives. This creates a dangerous apathy—what I’ve observed as “doing just enough to survive.” But here’s the concern: When the pendulum swings the other way and market conditions improve, companies will feel real pain—because employees remember. They remember which organizations honored their values during difficult times and which simply treated people as disposable resources. Break the cycle of disempowerment One of the biggest challenges middle managers face is maintaining a sense of autonomy and growing their employees’ talent and potential. How do you keep top talent feeling they can contribute meaningfully and advance their careers amid constant change and disruption? The truth is, during volatile periods, trust and empowerment often take a back seat to numbers. While financial responsibility is certainly necessary, organizations need a more nuanced approach—particularly for functions that drive growth. During these unprecedented times, I’ve coached leaders to advocate and empower themselves by harnessing this moment as a chance to reinvent and reimagine how their work is being done. Because amid the volatile and unpredictable times lies opportunity—an opportunity to change and employ new strategies, tactics, and ways of working that may not have been supported during more stable, constant, and calm periods. Middle managers, with their unique vantage point, often see possibilities that senior leadership overlooks or never considers. We need to give them the tools, trust, and ability to reimagine their work in ways that might actually achieve growth in a down period while achieving cost savings by simply doing things differently and better. This approach requires a fundamental shift in perspective—from viewing middle managers as mere implementers to recognizing them as the crucial bridge between strategy, execution, and market growth. Move from platitudes to real development Many middle managers have been told, “Nobody owns your development but you.” Translation: It’s up to you to grow yourself, learn, and improve. Traditional leadership development approaches are not meeting the needs of today’s leaders. The solution isn’t another perfunctory annual performance-review exercise—it’s creating intentional support systems that address well-being, professional growth, trust, and empowerment. Organizations must implement scenario planning into their talent management process. This means preparing leaders for all market conditions—growth, stable, uncertain, and competitive landscapes. Building this muscle prevents paralysis during challenging times and empowers managers to push for a strategic repositioning of their teams to restructure, realign, and optimize team performance. The development of top talent isn’t just about surviving difficult periods—it’s about positioning them to deliver in different ways that might not have been possible before. In times of disruption, there’s often more support and openness for working differently, adopting new tactics, approaches, and novel ways of working than during periods when business as usual comes with a playbook of what to do and how to do it. Cut the consensus culture Perhaps the most insidious barrier to middle-management effectiveness is what I call “consensus culture”—the endless cycle of meetings and layers of review and approvals that exist primarily to stroke egos rather than drive decisions and unleash innovation and potential. During my time leading organizational development initiatives, we introduced the philosophy of GEPO (Good Enough, Proceed On). This wasn’t about compromising the operational excellence of what you’re doing, but about streamlining how ideas are socialized. Do you really need three to five meetings with people at all levels to make a decision? Can you eliminate the pre-meetings prior to the decision meetings and the “I’m just being informed” meetings that clog calendars without adding value? By streamlining decision-making and trusting and empowering the people who own and support the work, organizations can reduce the time-to-decision and allow experts to take true accountability. This approach isn’t just about efficiency—it’s about restoring purpose and autonomy to the manager’s role while empowering them to do their jobs effectively with minimal bureaucracy. In the absence of this trust, we handicap our middle managers. They become dependent on groupthink and consensus-driven approaches, operating in a highly risk-averse fashion because they fear making independent decisions without extensive backup and group support. This is the opposite of innovation—and organizations simply cannot afford this handicap if they want to innovate, disrupt, and improve performance. Embrace AI as ally, not threat The AI revolution adds another layer of complexity and also an opportunity for middle managers in 2025. Too often, leaders view these technologies through a lens of fear rather than as an efficient resource that enables productivity and output. It’s a genuine fear of replacement. But I don’t believe AI will replace good managers. Instead, organizations must be transparent about AI’s business value while generating excitement about its possibilities. AI should be positioned as a complement to human talent—just like we would approach any new technology. Leaders at the top need to create engagement and excitement around AI as a strategic lever that can help streamline processes and improve decision-making. This isn’t about replacing jobs but freeing up time and attention for the work that truly matters—the strategic thinking and human connection that AI can’t replace. The path forward requires moving beyond traditional development approaches to build resilient leadership pipelines capable of sustaining organizations through continuous transformation. By elevating and empowering middle managers, companies can stabilize their operations while preparing for future challenges in an increasingly complex business environment. The companies that will thrive in this era of disruption will be those that transform their middle management from a burnout risk into an innovation advantage through empowerment, trust, autonomy, and accountability for their work. View the full article

Google is relaxing its photo guidelines for Local Service Ads. This may result in photos that were not previously allowed, may be allowed after May 22, 2025. I am not sure if these photos will automatically show up in your Local Service Ads or if you need to manually approve them after May 22nd.View the full article

On a quiet residential street lined with unassuming homes and white picket fences in Gliwice, Poland, one building is not like the rest. It’s a hulking, bright silver structure that’s covered entirely in pipes. This eye-catching building is the new headquarters for Gambit, a Polish pipe distribution company specializing in underground water systems. Designed by the architecture firm KWK Promes, the headquarters takes Gambit’s building materials aboveground, transforming pipes from a utilitarian necessity into an aesthetic material that encases the building’s entire exterior. The result is a visually striking structure that cleverly merges architecture with product advertising. Building a headquarters out of pipes While the idea to create an office entirely covered in pipes might seem like an avant-garde concept, it actually started as a cost-saving measure. “The idea to use pipes on the facade came up when the investor—the company Gambit—asked us to design an office-warehouse building that would serve as its unique showcase, but at the lowest possible cost,” says Robert Konieczny, founder of KWK Promes. “We then thought that since they deal with specialized pipes, we could use this very material—especially since they could acquire it at cost price.” The concept of using Gambit’s actual pipes was short-lived, as Konieczny’s team quickly discovered that PVC pipes meant for underground use are prone to oxidizing in the sun, tend to be quite bulky, and don’t meet Polish fire safety requirements. Still, the firm wanted to follow through on the idea of transforming Gambit’s building material into a custom cladding that would resemble “a stack of pipes.” Ultimately, they found a way to make it happen without breaking the bank. To mimic Gambit’s pipes, KWK Promes commissioned custom silver tubes from a metal fabrication company, each made from inexpensive raw aluminum sheeting—a material the company has also used for projects like an apartment complex in Katowice, Poland, and a futuristic mountain home. KWK Promes explained on the Archello platform that as an added advantage, the aluminum sheeting develops a patina over time, “taking on a matte, raw character reminiscent of concrete.” Importantly, the firm added, “the sheet is incredibly durable and virtually indestructible, making it easy to maintain. This is crucial for us because the operation of buildings generates up to 30% of CO2 emissions, so we always seek simple, low-maintenance solutions.” The final structure includes a two-story office section with sloping walls, a cube-shaped warehouse to hold the company’s inventory, and a lower workshop section. The entire exterior is fitted with piping, while rooftop skylights and glass windows allow natural light into the working spaces. Inside, concrete walls and flooring have been added to mimic the building’s eventual aging process. A multifunctional material Aesthetically, the cladding comes about as close to resembling a stack of pipes as a building could get, lending parts of the structure the disconcerting sense that it might be moments from rolling away. From certain angles, the sides of the tubing create a striped pattern, while other angles of the building take on a honeycomb pattern from the open ends of the pipes. KWK Promes also hopes that beyond its visual advantages, the pipe cladding might serve a purpose for the surrounding environment. “Initially, at the investor’s suggestion, the design included protective nets for the pipes,” Konieczny explains. “Over time, however, we decided to leave the pipes open so that, for example, birds could make their home there. In the end, we managed to convince the investor to abandon the nets—although it’s hard to say whether it was the ecological arguments or the financial ones that convinced them more, as this decision significantly reduced the implementation costs.” In an era when remote and hybrid work arrangements increasingly influence the way office interiors are designed, the Gambit headquarters is a reminder that there’s still plenty of room for innovation on an office’s exterior—even in an industry that rarely sees the light of day. View the full article

The top five servicers had a combined unpaid principal balance of more than $23 billion at the end of December 2024. View the full article

Whether current conditions favor buyers or sellers is up for debate, as economic uncertainty begins to influence consumer behavior, The Real Brokerage said. View the full article

Shooting atrocity raises fears of conflict with Pakistan after at least 26 killed and 17 wounded View the full article