PPCChat | Queries Post GML | 31st May 2022

Posted by & filed under PPCChat.

Welcome Happy Readers! This year’s Google Marketing Live was all about Performance Max, YouTube shorts, and Automation. During this week’s PPCChat session, experts expressed their views & reactions on the announced updates & what did they find interesting, PPCers were able to get answers to their queries related to the announcements through Ginny Marvin. Hosted by Julie F Bacchini, here is the screencap of the entire session.

Q1: Let’s start off by sharing our overall reactions to this year’s Google Marketing Live event. How are you feeling/what are you thinking one week later?

Has become more of a wider marketing event that more people outside of paid ads can watch and understand what is going on, which is a good thing. Feels less about new things and more just a catchup with what has been announced over the last 6 – 12 months. @duanebrown

Seemed like YT Shorts got mentioned a lot (as the competitor to TikTok). Quite a few mentions of the 360 suite of products. Very heavy ecomm focus. Not a lot for SMB advertisers IMO. Very detail-light. @robert_brady

Simultaneously, there was a lot announced and also not a lot at all announced during the #GML2022 @C_J_Ridley

@PPCKirk described it perfectly when he said it felt like a presentation for shareholders, rather than advertisers. Also, it was very, very heavily e-commerce focused, which left non-e-comm people like me feeling left out. Nothing for small biz. @NeptuneMoon

I’m mostly wondering why they didn’t talk about GA4 and no one’s talking about how terrible the transition is going for so many clients (currently setting up most conversion tracking from scratch…again). @gilgildner

I will echo @duanebrown ‘s thoughts as it felt like an event for not just marketers but a wider audience. Maybe more geared towards shareholders in a way. I still liked a couple of the notes, however. @lchasse

I think somebody in PPC Chat said this during the event or in Thursday’s audio space and it resonated with me, but it feels like the event was more geared towards high-level insights for shareholders as opposed to specific product info/changes for marketers. @adclarke10

I found it underwhelming. Like @duanebrown said – not a lot of new things, things we’ve heard of for 6months. Plus – i felt there were several other announcements that I was expecting that didn’t drop. @TheMarketingAnu

Nothing was surprising. I came away with more questions than answers on PMax. Unfortunately, I couldn’t make the GA4 session. You can’t say privacy and transparency, without providing answers to questions about privacy and transparency. @JonKagan

Looks like Google is trying to capture social media’s USP and that is – short videos. I also felt there was a lot missing for b2b companies. @arminafareed

A big change from GML of years past. More polished and also conceptual, with less details. @Realicity

I am excited as an online shopper for the enhanced shopping features. As an advertiser – I still need more data, I’m intrigued about more OTT thru Google/YouTube and I’m still optimistic about marketing in general. @runnerkik

Q2: What was the thing that was announced or talked about that you found most interesting? Why is it interesting to you?

Lots of stuff coming out about PMax which is important, especially for e-commerce clients. I’m a fan, it’s improving slowly. Still need more granular control. @gilgildner

The feature to add a product straight into the cart from the SERP and go to checkout. Pretty cool. @robert_brady

The area that interested me the most were the PMax updates. But then – a lot of our clients are asking about it and how we are going to support it. But then – found @gregfinn‘s update more helpful! searchengineland.com/google-perform… @TheMarketingAnu

Shopping going right to the cart for me was a biggie. I work w/a lot of ecom clients, so this would be a very interesting thing to see if it reduces some of the friction and increases conversion rates. Hopefully, it gets expanded from just Walmart & Shopify soon. @lchasse

When they talked about the cBalm tag, I felt something significant coming. But without more information, it’s hard to gauge its impact. @heyglenns

The piece around going after loyalty customers was cool. Big focus on 1st party data. I thought the 3D product upload was interesting. I want to know what PM thought of that. Hard enough to get people to build out proper shopping feeds. Feels a niche offering. @duanebrown

I was most interested in the all the times uploading your customer data was included when talking about the future of Google Ads. As I said, this represents a huge liability shift for privacy and data. The new tag has me curious to how it will work. @NeptuneMoon

I am interested in the new 3d product images in the shopping campaigns, and the upload your customer list/we care about privacy situations. @runnerkik

I absolutely love the concept of a loyalty program integration. Definitely, a new and dynamic way to target. Only roadblock is, I need it for all types of loyalty programs, not just retail (i.e. QSR) @JonKagan

Targeting Google audiences on connected TVs! This makes so much sense & I think it’s interesting that it kind of blurs the line between PPCers & traditional media buyers. I wonder how this will change creative & I hope to see some of my ads during real housewives. @shepzirnheld

The emphasis on making Google more visual/engaging was interesting, & it makes me think that there will be more extensions coming out that focus on engagement (like the chat extension that was mentioned). Also the emphasis on first-party data & new CRM integrations. @adclarke10

Audience targeting on Connected TVs. When will those platforms be available to non-360 accounts?? @KurtHenninger

“MultiSearch” Honestly didn’t know that was a thing. @KurtHenninger

One Click-Experiments. I am 100% into experiments and would love to leverage the benefits of setting up experiments easily. @arminafareed

Q3: Is there anything you thought for sure would be discussed and/or announced at this year’s Google Marketing Live that was not? @adsliaison

GA4 Features and Developments. Even the ones in early planning would have been nice. @Realicity

Definitely thought there would be more about GA4! @adclarke10

Lead Generation and how the lead generation extension can be effective for companies. @arminafareed

With PMax getting bigger I really expected to see something specific around reporting or additional optimization opportunities with that campaign type. It was all very broad. And more on GA4 since that’s happening in 13 months. @robert_brady

Beyond at least mentioning GA4 becoming the default July 1st, 2023. Maybe I missed it mentioned. Asset Library is pretty cool. Something needed badly. @duanebrown

Shockingly no. They were pretty transparent leading up to it, so it left few any things that couldn’t be talked about, that wouldn’t lead to a riot. @JonKagan

GA4 and the just-over-a-year countdown to it being the sole analytics offering. @heyglenns

I expect more tactical updates, but I guess they make those all year? Little things like heat mapping in interface are easy and make us lever pullers happy- there normally is stuff like that. @runnerkik

I lied, something was missing. How come there is no talk about YouTube Audio Ads? @JonKagan

Keywords for PMax to be announced (“for brand safety concerns”). A boy can dream. @C_J_Ridley

What questions do you have after GML 2022 for @adsliaison

With ETAs being sunset on 6/30, will we ever get insight into clicks, CTR, conversions, etc. for specific headlines & descriptions in RSAs? Or will it continue to only be impressions & checking which combinations Google shows most often? Similarly, will we be able to add exclusions or negatives to PMax campaigns in the near future? @adclarke10

@adclarke10 For brand safety purposes, account level placements are available and account level negative keywords are coming. @adsliaison

Can you give some more detail on how the new version of responsive ads will work with pulling information from your website? How will this work vs. DSA? Can you specify which pages should be used for the new RSA crawling feature? @NeptuneMoon

@NeptuneMoon Automatically created assets for RSAs is in beta. It may pull from relevant web pages on the site, the ad landing page itself, other text ads in the same ad group, and/or keywords in the ad group: support.google.com/google-ads/ans… @adsliaison

Does the new version of RSAs also create headlines with too many characters to be valid headlines? @gilgildner

@gilgildner It should not, no. If you’ve seen this happen, pls DM me with details. @adsliaison

So to confirm, if we associate an account level negative placement list, that will apply to P-Max campaigns within the account? @timothyjjensen

@timothyjjensen Correct: support.google.com/google-ads/ans…@adsliaison

Can you elaborate on how/when will RSA assets report on performance and not just impressions? @me_aburris

The on-device conversions – HOW will this actually work? The presentation had no detail only “it works”? @NeptuneMoon

@NeptuneMoon It helps fill gaps in conversion reporting for app advertisers through modeling. It allows the advertiser to link app installs to ad clicks without ever revealing users’ personal information to Google because it will never leave the device.

So is this only for app campaigns? @NeptuneMoon

The new Google tag – can you share any more detail about how this will work? Will we have to do anything in Google Ads to update conversion actions to use it? @NeptuneMoon

@NeptuneMoon We’ll have more to share on the new Google tag soon. It’s built on top of the global site tag (gtag.js) & enables privacy-safe measurement and simplifies tagging across Ads & Analytics accounts. If you have gtag.js or GTM, no code changes are required! @adsliaison

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