Automation has been a focal point in discussions within the PPC community this year.
Two noteworthy AI developments, Performance Max (PMax) and Search Generative Experience (SGE), are poised to revolutionize digital search marketing.
In an exclusive interview with Search Engine Land, Susie Vowinkel, Managing Director at Google Travel, provides insights into what advertisers can anticipate from these products as we move into 2024, addresses concerns and offers guidance on maximizing their effectiveness for optimal results.
Since its official launch in July, Google’s PMax has gained strong adoption within the digital marketing community. However, there is still room for improvement. Vowinkel highlighted that those hesitating to transition from manual methods may be overlooking significant opportunities.
Elaborating on the reasons why advertisers should shift away from manual towards automated marketing strategies, Vowinkel emphasized:
Vowinkel proceeded to present a case study showcasing how the global airline Lufthansa successfully reached its high growth targets for the year by utilizing PMax, achieving:
PMax assisted Lufthansa in achieving these outcomes by eliminating the guesswork in identifying and reaching its target audience effectively, according to Vowinkel.
PMax campaigns stand out as one of the most automated types within Google Ads. However, for some marketers, the level of control handed over to AI can be unsettling and has caused some concerns.
Addressing this issue, Vowinkel said:
While PMax is gaining popularity among marketers, not everyone is confident in its capabilities as outcomes can vary significantly. Addressing common pitfalls with PMax campaigns, Vowinkel explained:
When harnessing PMax, Vowinkel suggested the following actions:
Vowinkel noted that advertisers who follow these three steps have experienced “great success” and enabled AI to “work most effectively.”
In 2024, Google intends to further enhance the PMax product based on feedback from marketers. The primary focus in development is to explore new ways for advertisers to enhance the input they provide to PMax, recognizing that the product’s output is only as effective as the input it receives.
Vowinkel said:
While SGE is currently in the experimental phase, SEOs anticipate a a significant impact on websites once it is officially launched. PPC marketers should also be prepared for an effect on advertising, given that Google recently tested a new SGE ad format just last month.
Commenting on what advertisers can expect, Vowinkel added:
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While Vowinkel couldn’t provide extensive details on what advertisers can expect when Search Generative Experience (SGE) is rolled out for general availability, she emphasized that there is every reason for advertisers to be excited about what 2024 holds.
Deep dive. Read Search Engine Land’s PMax optimization guide for tips on how to improve your campaign’s performance, and our advice on how to prepare for Google’s SGE for actionable tips.
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