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Adswerve recently attended Google Marketing Live (GML) and we were excited that Performance Max (pMax) and (not surprisingly) artificial intelligence (AI) were hot topics. Google's AI has been a game-changer in the advertising industry, a fact that was underscored at this year's GML. In this blog, we delve into our takeaways from the event, from the evolving capabilities of Performance Max campaigns and Google Ads, to how innovative advancements in AI are redefining the future of search advertising. Join us as we uncover these exciting developments and their implications for the world of digital marketing.
Jeff Stuart Platform Engagement Manager - Search
JS: Performance Max in a vacuum was a daunting proposition: the automation of ad placement from a single campaign across all Google-owned and operated platforms. At the time of its initial release nearly three years ago, the narrative behind pMax was not rooted in AI but more in performance and efficiency. Jerry Dischler nailed the sentiment perfectly when he said folks are “uncomfortably excited” about these types of innovations. But now that AI is at the forefront of Google (and mentioned numerous times at Google I/O and GML), the narrative of AI enabling business-side efficiencies gives a whole new voice to the importance of pMax, and is likely helping put customers at ease with testing it. Just take a look at the keynote post-show votes distribution for their most-interesting topic survey:
The numerous reporting iterations and insight transparency unveiled during this year’s keynote are also welcome additions to campaign type, helping to illuminate the darker corners that have historically existed within it. Finally, as the ability to converse with Google Search rolls out, marketers are beginning to understand that pMax, and its ability to serve ads in different placements dynamically, might just be the best tool to capture an evolving search query.
Dirschler also repeated some fascinating research findings, identifying that less than one-third of marketers are deploying first-party data today. With GDPR and subsequent privacy legislation around the world gaining at an ever-increasing pace, this key metric within the ads ecosystem is concerningly low.
This, coupled with his assertion that first-party data is the most confident way to steer AI, opens up a whole new dimension that underscores the importance of collecting first-party data responsibly, privacy-centric—and harnessing it within brands’ digital marketing programs. With clearer first-party data use cases than ever before, this should hopefully further reinforce the need to begin developing pipelines to ingest this data so that it can be activated on in marketing campaigns.
Adswerve is a staunch supporter of both of these concepts and has the resources, product and experience on tap to help guide clients through understanding and deploying these advanced strategies in chasing today’s complex and nuanced customer journey— or what Google SVP & Chief Business Officer Phillip Schindler described as “a moving target.”
Lauren Stone Paid Search Consultant
LS: Back in March, we saw the AI ad creation beta roll out in the Google Ads space. The tool left much to be desired at the time, as it took the sentences you provided and inputted them into the headline boxes.