PPCChat | Experts’ Reaction On Google Marketing Live | 24th May 2022

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This week;s PPCChat session was focused on Google Marketing Live Event which was held on 24th May 2022. It was a lively session where experts have expressed their views live on the updates & announcements. We have penned down PPCers’s reactions in this recap post.

More information regarding the updates & announcements can be found in Google Ads official blog & in searchengine land article.

Upgrades to the Performance Max

I’m looking forward to hearing more about “burst campaigns” to support in-store sales & local actions Is it like…. a Reach version of Performance Max? Reach Max? @jyllsaskingales

I LOVE this! the learning period is so long it absolutely ruins any chance of a sudden 1-day-only or 2week burst campaigns. can’t wait! @JuliaVyse

“How people search for information shouldn’t be constrained to a search box.” – Jerry Dischler of Google. I believe that’s called preparatory remarks for Performance Max. @PPCKirk

Is it just me or are none of these updates for Performance Max actually giving additional deep insights (where ads are showing, search terms, etc).  @AmaliaEFowler

Like Performance Max, I think a lot of these new Performance Max features will be underwhelming and half-baked – and not in the yummy cookie dough way. @C_J_Ridley

Automation/performance max here we go. @TheMarketingAnu

Circling back to Performance Max. Performance Max being touted as bringing on and offline sales together. You will be able to bid and optimize for in-store sales. @NeptuneMoon

“Updates” “performance max” “video” “performance max” “privacy” “performance max” @robuststrategy

New experiment tools for Performance Max will allow you to run A/B test and measure the incremental lift of your campaigns. @adsliaison

More data insights and explanations will help show what’s working well in Performance Max campaigns and why. And PMax will be included in optimization score. @adsliaison

PMax campaigns are also now supported in Search Ads 360 and in the Google Ads app. @adsliaison

Does the Google stance on privacy have a direct correlation to the lack of advertiser transparency for PMax? If so, that would make sense. But just say it. @JonKagan

Reaching new loyalty customers with PMax feels like the most interesting and realistic feature…. brands and people would use… from. @duanebrown

New feed attributes for loyalty programs in Google Merchant Center. Features to reach members and attract new ones… if you’re using Performance Max, in the US, with Customer Match Is this really what Googlers sound like? complicated complicated complicated. @jyllsaskingales

PMax option to optimize towards loyalty “in a privacy safe way” @JuliaVyse

This tracks with Performance Max working better with e-commerce, but I’d like to see a case study on lead gen and Performance Max with what a conversion is defined. @AmaliaEFowler

PMax announcement: currently you can bid towards foot traffic -> bid towards physical store sales. No comment on how, or what integrations are necessary for this. Maybe Square? would require POS integration. @JuliaVyse

Circling back to Performance Max. Performance Max being touted as bringing on and offline sales together. You will be able to bid and optimize for in store sales.  @NeptuneMoon

this isn’t exactly what I was expecting with Pmax transparency. but the chat bingo is where it’s at. @runnerkik

Advertisers can currently highlight loyalty exclusives to existing program members with Customer Match. And soon you’ll be able to spotlight the benefits of your loyalty programs to NEW members in Performance Max campaigns. @adsliaison

New announcement: PMax will now be included in Optimization Score. @heyglenns

Search And YouTube Short Ads

And here comes video. YouTube Shorts is getting a plug. “online video is a must buy” Ads coming to YouTube Shorts. Part of video action and app campaigns automatically. @NeptuneMoon

YT shorts ads going to be rolling out to all advertisers. But with what control? @PPCJedi

Ads on YouTube Shorts, Video ads on Discovery, Google Audiences in connected TV – video video video. @jyllsaskingales

Google is leaning STRONGLY into “Search is more than words” in the opening keynote while talking about their core product (not even on ads yet). @PPCKirk

Google audiences across connected TV is coming. More video ads. @NeptuneMoon

Google is bringing AR to Google search, so you’ll be able to upload 3D models of your products (presumably through Google Shopping feed… that part was unclear to me). @PPCKirk

Google is leaning STRONGLY into “Search is more than words” in the opening keynote while talking about their core product (not even on ads yet). @PPCKirk

Google audiences across connected TV is coming. More video ads. @NeptuneMoon

Google Ads Prediction: Shopping becomes a layer across all formats, no standalone option You can attach a GMC feed to Display & Video & PMax, next logical step is to have the option to attach feed to a Search campaign, which would replace Standard Shopping. @jyllsaskingales

Asset Library will be available to all advertisers (images and video). Can integrate with Google Drive for greater accessibility. Creation of video in the Asset Library. @NeptuneMoon

Well, I’m glad to see that this prediction was dead wrong. Instead, Google is doubling-down on Discovery by bringing video assets into the format! Woohoo! @jyllsaskingales

And, first mentions of video and automation! @NeptuneMoon

“Immersive and visual experience in search”. Where have I seen this before? @BorisBeceric

All we’ve heard today is about advances in image & video search and a more immersive search experience. No actual talk about keywords, DSAs, matching… but I’ll bet changes are still coming, they just didn’t make the cut for the keynote. @jyllsaskingales

Google Product feeds will now appear on YouTube shorts. @PPCKirk

Users will soon be able to message your business directly from your Search ads. This is currently in testing and should be in open beta by the end of the year. @adsliaison

That keynote seemed pretty heavy on video and the suite of 360 products. That doesn’t get me very excited. @robert_brady

Aha! Google Merchant Center features to help improve your feed, disapprovals, missing attributes, etc. This is so key for small business owners, I hope this genuinely moves the needle to get more products active into feeds. @jyllsaskingales

“Online video is a must buy”. Also “run on shorts automatically”. Does that mean we have to opt out proactively? @BorisBeceric

I’m still thinking about YT shorts and I’m excited to put assets from other social channels to work on YT. @PPCJedi

Google audiences across connected TV is coming. More video ads. @NeptuneMoon

Conversion modeling Robust updates – coverage, accuracy and consistency are Google’s priorities. DDA (data-driven attribution). Default model now for most conversion actions (heads up). @NeptuneMoon

Privacy Pushes & Announcment

Heh, there’s the privacy part coming into play at #GML2022 @PPCKirk

I don’t think I’ve EVER heard Google Ads talk about MMM before. This along with the incremental testing they’re enabling suggests they’re positioning hard to be able to show success beyond tracked conversions in a privacy-focused world. @PPCKirk

Privacy has entered the conversation! @NeptuneMoon

Multisearch. Within Google app, can use your camera and search simultaneously. How does all of this camera searching line up with privacy? @NeptuneMoon

So let me get this straight. Google’s answer to the privacy issue is to pass responsibility onto the advertiser. But I can’t see a search term. @AmaliaEFowler

This is what I’m talking about w the responsibility shift for data. It says they won’t sell your data, but says NOTHING about giving it to a 3rd party. Google Ads is a third party. Data policies need to be 100% clear on this. This one is not if they upload customer info. @NeptuneMoon

Google making some significant privacy pushes and announcements today. New Google Tag and On Device conversion tracking coming. @PPCKirk

I hear “modeled conversions” and I cry a little bit inside. I know it’s necessary because – privacy. But GAH this is our new world sigh. @jyllsaskingales

Got excited when they said there would be more transparency in PMax – then he listed a bunch of stuff that doesn’t seem to be transparency. @selley2134

Privacy is front and center now. My Ad Center – where users can better control their own data. I do like that you can choose to see more ads from categories or brands you like. That is great data! @NeptuneMoon

Shopping & Keyword Match Types

Responsive Display Ads to now include “scrollable ads and videos based on your product feed, for a more engaging shopping experience” Shopping is becoming more and more a layer across EVERYTHING, not a standalone objective. @jyllsaskingales

WOW. From a free product listing, you can press checkout and go STRAIGHT to the final checkout page (example shows Shopify checkout) It’s called “checkout on Merchant” Great to support the “impulse buying” the last speaker highlighted. @jyllsaskingales

Google Ads Prediction: Shopping becomes a layer across all formats, no standalone option You can attach a GMC feed to Display & Video & PMax, next logical step is to have the option to attach feed to a Search campaign, which would replace Standard Shopping. @jyllsaskingales

THEY JUST SHOWED THIS! Shopping cards as an “extension” to Search ads. @jyllsaskingales

Google Ads Prediction: fully automated creative We already see pieces: – DSA headlines – PMax videos (they suck now, but they will get better!) – Shopping ads When you create an RSA now, it comes pre-filled with assets. @jyllsaskingales

This one was spot on. “If you opt in, Google Ads will automatically create assets for you based on content from your landing pages and existing ads. The system will then display the best-performing combination…” @jyllsaskingales

And now, for a feature no one asked for, “optimization score will cover every campaign type within Google Ads for advertisers around the world.” Oh joy. More Recommendations to “dismiss” @jyllsaskingales

New search experiences, leverage visual assets in new experience. Immersive and visual ads. @BorisBeceric

Images getting more important. There will be more ads interspersed down through the page, but it seems like these will be image ads. So yay for retail? @NeptuneMoon

Google Ads Prediction: keyword overhaul Match types are a MESS! Keywords aren’t killed YET, but I expect something like a restructuring of dynamic vs standard ad groups, match type changes (again), something major in this space that #PPCChat will probably hate. @jyllsaskingales

WOW! As an advertiser, you can use images the way you use keywords to help with targeting? Or did I misunderstand that? @jyllsaskingales

Broad match is improving. @marketingsoph

PPCChat Participants

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