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.<\/p>\n\n\n\n\n\n\n\n
More information regarding the updates & announcements can be found in Google Ads official blog<\/a> & in searchengine land<\/a> article.<\/p>\n\n\n\n I\u2019m looking forward to hearing more about \u201cburst campaigns\u201d to support in-store sales & local actions Is it like\u2026. a Reach version of Performance Max? Reach Max?\u00a0@jyllsaskingales<\/a><\/p>\n\n\n\n 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\u2019t wait!\u00a0@JuliaVyse<\/a><\/p>\n\n\n\n \u201cHow people search for information shouldn\u2019t be constrained to a search box.\u201d \u2013 Jerry Dischler of Google. I believe that\u2019s called preparatory remarks for Performance Max.\u00a0@PPCKirk<\/a><\/p>\n\n\n\n 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). \u00a0@AmaliaEFowler<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n Automation\/performance max here we go.\u00a0@TheMarketingAnu<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n \u201cUpdates\u201d \u201cperformance max\u201d \u201cvideo\u201d \u201cperformance max\u201d \u201cprivacy\u201d \u201cperformance max\u201d @robuststrategy<\/a><\/p>\n\n\n\n New experiment tools for Performance Max will allow you to run A\/B test and measure the incremental lift of your campaigns. @adsliaison<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n PMax campaigns are also now supported in Search Ads 360 and in the Google Ads app. @adsliaison<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n Reaching new loyalty customers with PMax feels like the most interesting and realistic feature…. brands and people would use… from. @duanebrown<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n PMax option to optimize towards loyalty “in a privacy safe way” @JuliaVyse<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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. \u00a0@NeptuneMoon<\/a><\/p>\n\n\n\n this isn\u2019t exactly what I was expecting with Pmax transparency. but the chat bingo is where it\u2019s at. @runnerkik<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n New announcement: PMax will now be included in Optimization Score. @heyglenns<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n YT shorts ads going to be rolling out to all advertisers. But with what control? @PPCJedi<\/a><\/p>\n\n\n\n Ads on YouTube Shorts, Video ads on Discovery, Google Audiences in connected TV – video video video. @jyllsaskingales<\/a><\/p>\n\n\n\n Google is leaning STRONGLY into \u201cSearch is more than words\u201d in the opening keynote while talking about their core product (not even on ads yet). @PPCKirk<\/a><\/p>\n\n\n\n Google audiences across connected TV is coming. More video ads. @NeptuneMoon<\/a><\/p>\n\n\n\n Google is bringing AR to Google search, so you\u2019ll be able to upload 3D models of your products (presumably through Google Shopping feed\u2026 that part was unclear to me). @PPCKirk<\/a><\/p>\n\n\n\n Google is leaning STRONGLY into \u201cSearch is more than words\u201d in the opening keynote while talking about their core product (not even on ads yet). @PPCKirk<\/a><\/p>\n\n\n\n Google audiences across connected TV is coming. More video ads. @NeptuneMoon<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n And, first mentions of video and automation! @NeptuneMoon<\/a><\/p>\n\n\n\n “Immersive and visual experience in search”. Where have I seen this before? @BorisBeceric<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n Google Product feeds will now appear on YouTube shorts. @PPCKirk<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n That keynote seemed pretty heavy on video and the suite of 360 products. That doesn’t get me very excited. @robert_brady<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n “Online video is a must buy”. Also “run on shorts automatically”. Does that mean we have to opt out proactively? @BorisBeceric<\/a><\/p>\n\n\n\n I\u2019m still thinking about YT shorts and I\u2019m excited to put assets from other social channels to work on YT. @PPCJedi<\/a><\/p>\n\n\n\n Google audiences across connected TV is coming. More video ads. @NeptuneMoon<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n Heh, there\u2019s the privacy part coming into play at #GML2022<\/a> @PPCKirk<\/a><\/p>\n\n\n\n I don\u2019t think I\u2019ve EVER heard Google Ads talk about MMM before. This along with the incremental testing they\u2019re enabling suggests they\u2019re positioning hard to be able to show success beyond tracked conversions in a privacy-focused world. @PPCKirk<\/a><\/p>\n\n\n\n Privacy has entered the conversation! @NeptuneMoon<\/a><\/p>\n\n\n\n Multisearch. Within Google app, can use your camera and search simultaneously. How does all of this camera searching line up with privacy? @NeptuneMoon<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n Google making some significant privacy pushes and announcements today. New Google Tag and On Device conversion tracking coming. @PPCKirk<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n THEY JUST SHOWED THIS! Shopping cards as an “extension” to Search ads. @jyllsaskingales<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n New search experiences, leverage visual assets in new experience. Immersive and visual ads. @BorisBeceric<\/a><\/p>\n\n\n\n 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<\/a><\/p>\n\n\n\n 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<\/a> will probably hate. @jyllsaskingales<\/a><\/p>\n\n\n\n WOW! As an advertiser, you can use images the way you use keywords to help with targeting? Or did I misunderstand that? @jyllsaskingales<\/a><\/p>\n\n\n\n Broad match is improving. @marketingsoph<\/a><\/p>\n\n\n\n PPCChat Participants<\/strong><\/p>\n\n\n\n Related Links<\/strong><\/p>\n\n\n\n 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.<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-19575","post","type-post","status-publish","format-standard","hentry","category-ppc-chat"],"featured_image_src":null,"author_info":{"display_name":"Amita","author_link":"https:\/\/www.karooya.com\/blog\/author\/amita\/"},"_links":{"self":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/19575","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/comments?post=19575"}],"version-history":[{"count":15,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/19575\/revisions"}],"predecessor-version":[{"id":19595,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/19575\/revisions\/19595"}],"wp:attachment":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/media?parent=19575"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/categories?post=19575"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/tags?post=19575"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Upgrades to the Performance Max<\/strong><\/h3>\n\n\n\n
Search And YouTube Short Ads<\/strong><\/h3>\n\n\n\n
Privacy Pushes & Announcment<\/strong><\/h3>\n\n\n\n
Shopping & Keyword Match Types<\/strong><\/h3>\n\n\n\n