Anyone adjusting paid spend based on AI organic traffic growth?
Not a traditional PPC question but relevant: if AI referral traffic is growing as an organic channel, does it change how you're allocating paid budget? I've been tracking AI referral traffic using Zen Reports (GA4 integration) and some of my branded keywords that I was bidding on are now getting meaningful coverage from AI citations. It feels like this is becoming more of an issue as AI usage grows across different verticals. Happy to share more about my setup if it's helpful ; always curious how others are approaching the same problem. Trying to figure out if that changes the bidding math. Would love to hear how performance marketers are thinking about AI traffic in the context of overall channel mix.