SEL Debunks Three Common SEO Myths

Search Engine Land contributor Rémi Kerhoas has published an article highlighting three PPC myths you can’t afford to carry into 2026.

He says, “AI targeting, creative scale, and MMM promised efficiency but often delivered waste. Here’s how to reset PPC priorities for 2026.

PPC advice in 2025 leaned hard on AI and shiny new tools.

Much of it sounded credible. Much of it cost advertisers money.

Teams followed platform narratives instead of business constraints. Budgets grew. Efficiency did not.

As 2026 begins, carrying those beliefs forward guarantees more of the same.

This article breaks down three PPC myths that looked smart in theory, spread quickly in 2025, and often drove poor decisions in practice.

The goal is simple: reset priorities before repeating expensive mistakes.

Myth 1: Forget about manual targeting, AI does it better

We have seen this claim everywhere:

AI outperforms humans at targeting, and manual structures belong to the past.

Consolidate campaigns as much as possible.

Let AI run the show.”