Anu Adegbola, an international PPC consultant and editor at Search Engine Land, emphasizes the critical collaboration between SEO and PPC teams. They discuss strategies for sharing insights and aligning goals to navigate Google updates effectively. Anu highlights the role of data-driven testing and the need for fresh perspectives in campaigns. The conversation also covers the importance of brand consistency and bridging traditional with digital marketing. They advocate for open communication to optimize results and build trust among teams.