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[SPEAKER_02]: adds poor fuel on an already burning fire.
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[SPEAKER_02]: And what I mean by that is if you're just getting started with Google ads and you haven't yet figured out what's the right positioning for your product?
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[SPEAKER_02]: Is your landing page optimized?
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[SPEAKER_02]: Do people even want what you're selling?
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[SPEAKER_02]: Then ads don't fix that problem.
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[SPEAKER_02]: They just make that problem worse.
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[SPEAKER_00]: You're listening to the key optimizing podcast to increase your traffic, improve your conversion rates and grow your profits.
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[SPEAKER_01]: Hello and welcome.
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[SPEAKER_01]: I'm Chloe Thomas, the host of this e-commerce marketing focus podcast.
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[SPEAKER_01]: If you're not familiar with our format, well we release five episode mini series that dive deep into one e-commerce marketing topic at a time.
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[SPEAKER_01]: Could be channels like email or SEO or Facebook ads or a big topic like acquisition, retention or analytics.
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[SPEAKER_01]: In each episode, new ones released on Wednesdays are into a different expert to explore the latest advice on making it work for you.
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[SPEAKER_01]: And then after each five episodes, many series, we take a week off to give you time to take action on what you've learned.
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[SPEAKER_01]: At the moment, we're picking up the Google Ads thread again.
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[SPEAKER_01]: Yes, it's time to get deep into one of my favorite topics in e-commerce, the world of Google Ads, and we're very excited to be kicking it all off with Jill back on the show.
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[SPEAKER_01]: Last time we did Google Ads, she did an ace episode about audience targeting, so I had to get her back.
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[SPEAKER_01]: And this time, she's giving us the rundown of what new stuff in Google Ads you need to be paying attention to.
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[SPEAKER_01]: Yes, which ones that actually are going to make the difference for you as an e-commerce brand?
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[SPEAKER_01]: So we'll be going through what's new and bidding, we'll be going through what's new and budgets, what's new and targeting, what's new and creative, so you can approach this peak season being really confident that you're using all the right elements of the Google Ads actions.
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[SPEAKER_01]: Do you make sure you listen right to the end of the episode because her top tips are really good as well?
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[SPEAKER_01]: In this episode, I'm chatting with Google Ads expert Jill Saskin Gales.
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[SPEAKER_01]: Jill spent six years at Google, helping their largest advertisers to grow internationally.
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[SPEAKER_01]: Now she's all about helping all of us to improve our Google ad results via her coaching and courses, the Inside Google Ads podcast and her bestselling book, Inside Google Ads, everything you need to know about audience targeting.
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[SPEAKER_02]: Hello Jill.
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[SPEAKER_02]: Hello again, Chloe, thanks for having me back.
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[SPEAKER_01]: Awesome to have you back on the Keep Optimizing Podcast again, because I'm you brought a such great insights last year, so we have to have you back.
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[SPEAKER_01]: So how has life been for the last 12 months in the world of Google ads?
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[SPEAKER_02]: I mean the only constant is change and that has continued to be true.
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[SPEAKER_02]: One of the biggest changes has probably been something that as users, we've all been experiencing AI search, AI overviews, AI mode, et cetera, and so we'll get into how that impacts ads as well.
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[SPEAKER_02]: But I'd say it's a really good time to be a Google ads practitioner.
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[SPEAKER_02]: There's lots of opportunity out there to still drive
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[SPEAKER_01]: You'd almost think of the last 12 months Google would have been so busy trying to win the AI an organic result and the Gemini game that they might have slowed down evolution on Google ads.
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[SPEAKER_02]: I never, never, never.
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[SPEAKER_02]: No, into Google's credit, every year in May, there's this annual event called Google Marketing Live where Google announces the vision for the next year and I'm fortunate to have been invited to attend the last two years.
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[SPEAKER_02]: And some years, it's sort of like a nothing burger.
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[SPEAKER_02]: Like, yeah, there's a bunch of announcements, nothing much this year.
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[SPEAKER_02]: There were genuinely some really exciting changes announced, some have already rolled out, some have not, but that's all we'll be talking about today, some really looking forward to diving in.
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[SPEAKER_01]: Of course, Google Ads is built for all kinds of different businesses and anyone who's worked with Google Ads for a long time will know, some Google updates aren't worth a lot.
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[SPEAKER_01]: So it's really important to pick through what's worth caring about and what's not worth caring about.
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[SPEAKER_01]: And you're here to do it for us.
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[SPEAKER_01]: So.
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[SPEAKER_01]: Until I know, as we were discussing earlier and you liked to split Google ads out into Bids and budgets targeting and creative, which seems like a very sane way of dividing it all up to me.
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[SPEAKER_01]: So we're going to go with that.
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[SPEAKER_01]: So in the world of Bids and budgets, what's new that we need to actually care about?
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[SPEAKER_02]: First, new thing to actually care about is something Google didn't even announce.
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[SPEAKER_02]: It just happened.
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[SPEAKER_02]: And that is that you can now use maximize conversion value bidding in shopping campaigns.
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[SPEAKER_02]: And I know that might sound really nitty-gritty, but the reason this is exciting is a shopping campaign, your standard shopping campaign, it's the one, it's not AI powered, it's not cross surfaces, it's just showing your products in Google search.
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[SPEAKER_02]: This isn't PMAX.
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[SPEAKER_02]: I'm not talking about PMAX now.
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[SPEAKER_02]: Yes, I'm talking about good old fashioned shopping campaigns that campaign type, you connect your Google Merchant center feed, two Google standard shopping.
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[SPEAKER_02]: So your products with picture and pricing can show up on Google search results.
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[SPEAKER_02]: Up until recently, there were only three bidding strategies you could use in shopping, which meant there were only three goals you could have.
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[SPEAKER_02]: Manual CPC, which is like the old fashioned,
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[SPEAKER_02]: Maximized clicks, which tells the campaign spend my money to get as many clicks as possible.
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[SPEAKER_02]: Notice click, click.
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[SPEAKER_02]: And then the third option was target row as, which is a great bid strategy for shopping, target return on ads.
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[SPEAKER_02]: Bember requires a lot of data to learn.
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[SPEAKER_02]: It's most sophisticated.
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[SPEAKER_02]: It was sort of like we had crawl, crawl, run with the walk.
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[SPEAKER_02]: option in the middle.
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[SPEAKER_02]: And so with no fanfare, I just started appearing in accounts and it's now in all accounts.
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[SPEAKER_02]: You can use the bit strategy called maximize conversion value.
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[SPEAKER_02]: And what's so great about that is now if you're starting a new shopping campaign or perhaps you have a lower budget shopping campaign, you can give Google the direction to spend your money in order to get as much conversion value as possible.
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[SPEAKER_02]: Not just clicks.
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[SPEAKER_02]: So this is a really great update for new campaigns or for smaller
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[SPEAKER_02]: budget, that has got no fanfare, so I wanted to give it some fanfare here.
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[SPEAKER_01]: Oh, definitely because back in the day when I was involved with lots of Google shopping campaigns, mainly for retails with lots of different price points and lots of different types of products and that.
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[SPEAKER_01]: in the complexity of trying to get a decent average order value out of Google shopping was a nightmare.
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[SPEAKER_01]: So it's kind of I think if I was trying to predict or try to say which goal I would most want in Google shopping I think it's probably up there because it's all and like you say all the data is right there in Google ads.
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[SPEAKER_01]: So it doesn't require you feeding in X, Y, and it's really quite simple.
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[SPEAKER_02]: Yes, and so the goal should be getting to target Rhoaz with all bid strategies they recommend start with.
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[SPEAKER_02]: The maximize bid strategy to move towards the target, but starting a new campaign on target Rhoaz is generally not a good idea, because you don't know you don't know Google doesn't know it doesn't know.
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[SPEAKER_02]: So now we have this option in shopping to start a maximize conversion value, and it can also be a good idea.
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[SPEAKER_02]: Let's say you're running a standard shopping campaign and Black Friday's coming up,
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[SPEAKER_02]: really change and you don't want to be held back by that, switching to maximize conversion value during a sales period can also be a good idea because it tells Google just make sure you spend the budget in full, trying to get conversion value but like don't let the row as hold you backs because consumer behavior will be changing so quickly by the time target row as caught up, the sale would be over.
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[SPEAKER_02]: Yes, so along the same line of by the time Google caught up the sale will be over.
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[SPEAKER_02]: There's this new feature coming out.
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[SPEAKER_02]: It may not be in your count by this holiday season, but it's called Promotion Mode.
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[SPEAKER_02]: And so this is for search and performance max.
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[SPEAKER_02]: I believe you might need a double check me on that.
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[SPEAKER_02]: And what it does is it lets you essentially tell your campaign that a promotion is coming.
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[SPEAKER_02]: So before the promotion happens, you can tell it during this time period, adjust my bidding behavior like this, adjust my budget like that, and then when that period ends, go back to normal.
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[SPEAKER_02]: So right now, there are features in Google ads that let you do this.
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[SPEAKER_02]: They are called seasonal bid adjustments and seasonal budget adjustments.
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[SPEAKER_02]: You'll find them under tools.
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[SPEAKER_02]: And this is kind of bringing those all under a campaign setting called Promotion Mode to really get ready to borrow that word that Google loves.
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[SPEAKER_02]: Supercharge your campaigns during promotional period.
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[SPEAKER_02]: So this may or may not be out in time for your holiday season, but it's something I would keep an eye on.
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[SPEAKER_02]: Not just for the holidays, by the way, maybe you're going to have a new year's sale, a Mother's Daira Father's Day's sale, a back-to-school sale, and so these are all times when you might benefit from promotion mode.
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[SPEAKER_02]: If you don't see it yet, then you should check out seasonal bid adjustments and seasonal budget adjustments.
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[SPEAKER_01]: Nice, I kind of a bit of consolidation, and a bit of enhancement at the same time.
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[SPEAKER_01]: Exactly.
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[SPEAKER_01]: Exactly.
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[SPEAKER_01]: Anything else in bid's and budgets?
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[SPEAKER_02]: Yeah, well, one of the other newer features is called Smart Bitting Exploration, which has been really tricky to wrap our heads around.
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[SPEAKER_02]: And so I'll just say this is one most advertiser's probably don't need to use.
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[SPEAKER_02]: And so what Smart Bitting Exploration does, it is a setting with target row as.
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[SPEAKER_02]: And it lets you tell Google, let's say your target row as is 400% a row as a four.
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[SPEAKER_02]: You might say, I just want to take a bit of my budget and explore what would happen if my row as were 10% lower.
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[SPEAKER_02]: And so by using this smart bidding exploration feature, you can drag it down like 10% or 20% and it allows Google to fish in a wider pool of queries so to speak.
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[SPEAKER_02]: There's been a lot of written about this, so we could do a whole episode on smart with the exploration.
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[SPEAKER_02]: But I don't want to because at the end of the day, I believe this is a feature that most advertisers just don't need.
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[SPEAKER_02]: There's lots of other ways to test this as well.
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[SPEAKER_02]: So if you see that by all means, feel free to test it, but I would not put that at the very top of your testing calendar this year.
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[SPEAKER_01]: Okay, so that's what it is, but probably not for most people listening to this, I suppose.
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[SPEAKER_02]: Well, but no, it's really designed for if you're like completely maxed out on opportunity, you're not losing any search impression share and you're looking for ways to grow.
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[SPEAKER_02]: And one of the levers you're thinking about is a lower row as, then by all means, you smart bin exploration, but I find very few advertisers are in the category of, I'm maxing out my budget and I'm maxing out my results and I can't find a way to grow.
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[SPEAKER_01]: Yes, I've done everything there is possible to test on Google ads.
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[SPEAKER_01]: What am I going to do next?
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[SPEAKER_01]: I know.
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[SPEAKER_01]: I'll throw away my profit.
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[SPEAKER_02]: Exactly.
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[SPEAKER_02]: So in that scenario fair enough, but most advertisers are not in that scenario.
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[SPEAKER_02]: So there's a lot of other features I'd recommend before that one.
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[SPEAKER_01]: Go, you say not something we're definitely saying don't use, but probably not.
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[SPEAKER_01]: Probably not the best tool for the challenge you're trying to solve right now.
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[SPEAKER_01]: Okay, anything else bits and budgets or should we go into targeting?
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[SPEAKER_02]: I mean, I'm writing my second book above bidding right now, so of course I could talk a bit about that one, but let's move on to targeting.
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[SPEAKER_02]: There's some fun changes coming up there too.
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[SPEAKER_01]: Cool, so give us one of them.
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[SPEAKER_02]: All right.
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[SPEAKER_02]: Well, one,
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[SPEAKER_02]: This is kind of a hybrid between bidding and targeting actually, it's called customer lifecycle goals.
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[SPEAKER_02]: And this is something that's actually been in Google ads for a while, but I feel like it flies under the radar and people don't really know about it.
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[SPEAKER_02]: So essentially, customer lifecycle goals is a way to get your campaigns search shopping.
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[SPEAKER_02]: PMAX all have varying features from this to either focus on new customers only.
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[SPEAKER_02]: or to focus on existing customer retention, or to focus on high value new customers.
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[SPEAKER_02]: There's all these different modes within it that let you guide at the campaign level who it can go after and how your campaign should behave when it encounters them.
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[SPEAKER_02]: So for example, one of the common complaints people have but performance max is though, it's just retargeting my existing customers, right?
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[SPEAKER_02]: So you could turn on new customer only mode in performance max,
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[SPEAKER_02]: from the campaign.
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[SPEAKER_02]: So it says, I'm only going to go after a new customer.
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[SPEAKER_02]: So you could take it to the next level and go high value new customer mode.
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[SPEAKER_02]: And there the campaign is not only going to go after new customers, but people, it predicts will be high value new customers.
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[SPEAKER_02]: So there's a whole lot of options in here.
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[SPEAKER_02]: Google keeps adding more little features and bells and whistles to customer life cycle goals.
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[SPEAKER_02]: So my advice is that this is never something you've looked into before.
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[SPEAKER_02]: First, you have to make sure you set it up properly.
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[SPEAKER_02]: And you actually set it up properly in your conversion summary in Google Ads.
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[SPEAKER_02]: And by set it up properly, I mean, you have to actually have a customer list that you keep updated and connect that to the customer lifecycle goal.
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[SPEAKER_02]: So it knows who's a customer and who's not.
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[SPEAKER_02]: And then once you've done that, you can explore the different options at the campaign level to see if you might want to use this feature.
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[SPEAKER_01]: You know, it does sound like one where if you haven't fed the data to go, you know, you will can't do it off the stuff it gets anyway.
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[SPEAKER_01]: You've got to feed them some information that's accurate.
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[SPEAKER_01]: Otherwise you can tickle the boxes you like on the actual tool and it's not going to give you the results, is it?
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[SPEAKER_02]: And that's the most common thing I've seen with Google Ads coaching clients will meet and go over their campaigns.
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[SPEAKER_02]: And at least three times, in the last three months, they've had a campaign that said, new customer acquisition when new customer acquisition wasn't even turned on.
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[SPEAKER_02]: Or new customer acquisition, but what they put as a customer list was just a website retargeting list.
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[SPEAKER_02]: So not only were they excluding customers, they were excluding anyone who had ever been to the website before.
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[SPEAKER_02]: You know what I mean?
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[SPEAKER_02]: Like if you don't want to be targeting, then, again, PMAX is not the right tool for the job.
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[SPEAKER_02]: And I've seen more than one account where they've made that mistake.
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[SPEAKER_02]: They've just taken in all websites retargeting lists and said, yep, there's my customer list.
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[SPEAKER_02]: It's like, well, there's a big difference between the business that your website once in the last 90 days and purchased from you.
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[SPEAKER_02]: So definitely need to set that up.
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[SPEAKER_02]: And for that reason, I again, customer life cycle goals can be really good for the modes it has, but people tend to overuse it of like, oh, yeah, I don't want PMAX to go after existing customers.
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[SPEAKER_02]: And then the next day, why isn't my PMAX hitting my row as goals.
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[SPEAKER_02]: He didn't set it up correctly.
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[SPEAKER_01]: Yeah.
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[SPEAKER_01]: Cool.
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[SPEAKER_01]: So that one's definitely, if you can set it up correctly, that is well worth a test, isn't it?
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[SPEAKER_01]: Anything else in targeting?
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[SPEAKER_02]: Yeah, there's this new feature that Google announced called AI Max for shopping.
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[SPEAKER_02]: And I haven't seen this rolled out to most accounts yet.
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[SPEAKER_02]: I've seen reports of people spotting it here there.
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[SPEAKER_02]: It's definitely not a wide rollout yet.
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[SPEAKER_02]: I'm hoping it'll be available this holiday season.
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[SPEAKER_02]: And in a nutshell, AI Max for shopping, think of it as your in-between step between standard shopping and performance max.
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[SPEAKER_02]: So on standard shopping, which you spoke about earlier, playing shopping ads in Google search results based on your feed.
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[SPEAKER_02]: And at the other end of the spectrum, we have performance max, which is search, shopping, display, discover Gmail, YouTube, everything, all on one campaign, AI power targeting, no, you know, et cetera.
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[SPEAKER_02]: So what AI max for shopping does is it lets you add a bit of AI fun onto your standard shopping campaign without going all the way to P-Max.
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[SPEAKER_02]: and so specifically it lets you serve search and shopping ads out of a single campaign instead of having to have separate search and shopping which can be great for data consolidation.
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[SPEAKER_02]: And then it has the option to use this text customization feature.
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[SPEAKER_02]: So in a shopping campaign, your headline for your ad is just your product title from Merchant Center with text customization.
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[SPEAKER_02]: Titles that may be more appealing to people.
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[SPEAKER_02]: So for example, maybe you have a 100% cotton furniture cover.
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[SPEAKER_02]: And someone searches best furniture cover for pets.
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[SPEAKER_02]: Right now, in standard shopping, your title will always be 100% cotton furniture cover.
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[SPEAKER_02]: But with text customization turned on, Google could then rewrite the title dynamically for that search, cotton furniture cover for pets.
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[SPEAKER_02]: for example.
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[SPEAKER_02]: So it can really help in scenarios, especially like AI overviews, AI mode, more conversational queries.
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[SPEAKER_02]: So that's text customization.
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[SPEAKER_02]: And then there's also the option to use final URL expansion.
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[SPEAKER_02]: That's a feature that's available in PMAX.
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[SPEAKER_02]: It's available in AMX research.
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[SPEAKER_02]: And so that lets Google send traffic to a page other than your landing page if it thinks that's
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[SPEAKER_02]: So an example I give here is let's say you have 20 different mugs on your website.
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[SPEAKER_02]: You probably can't show 20 different mugs at the same time and search results is just too competitive.
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[SPEAKER_02]: So if someone is searching for a pink ceramic mug and you have 20 pink ceramic mugs, maybe only few of those products will show, but if they click on it,
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[SPEAKER_02]: with final URL expansion turned on.
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[SPEAKER_02]: Google could send them to your pink mug page with all your pink mugs rather than just the one single product.
16:59.743 --> 17:03.584
[SPEAKER_02]: And you could see how if you have search turned on that could also be really helpful.
17:03.885 --> 17:07.766
[SPEAKER_02]: So say all that to say, I'm really excited to test AMAX for shopping.
17:07.806 --> 17:11.108
[SPEAKER_02]: If you're already using PMAX and love it by all means, stick with PMAX.
17:11.488 --> 17:23.893
[SPEAKER_02]: But if you're someone who is still using standard shopping, maybe you have some search campaigns as well, you're looking for some of those AI benefits without going all in on PMAX, then I think AI Max for shopping will be well worth testing.
17:23.933 --> 17:25.753
[SPEAKER_02]: I'm really excited to test it with my clients.
17:25.994 --> 17:34.357
[SPEAKER_01]: When you're, there's a lot of people who've been quite resistant to PMAX, and quite anti-PMAX, so this does feel like it's a nice,
17:35.297 --> 17:36.997
[SPEAKER_01]: more controlled option.
17:37.598 --> 17:38.238
[SPEAKER_02]: Exactly.
17:38.498 --> 17:44.399
[SPEAKER_02]: It's using some AI, but it's still keeping it to Google search results, search and shopping.
17:44.859 --> 17:45.179
[SPEAKER_02]: Yeah.
17:45.239 --> 17:47.380
[SPEAKER_02]: So I'm really excited for that one to roll out.
17:47.940 --> 17:48.180
[SPEAKER_01]: Nice.
17:48.220 --> 17:52.061
[SPEAKER_01]: So we had we had three new things in bits and budgets.
17:52.081 --> 17:53.641
[SPEAKER_01]: Do we have three new things in targets?
17:54.181 --> 17:58.763
[SPEAKER_02]: Oh, I mean, we could keep on going here, but it was a really major ones.
17:58.843 --> 18:00.323
[SPEAKER_02]: I would say AMX for shopping.
18:05.344 --> 18:07.327
[SPEAKER_01]: Cool, okay, let's talk creative then.
18:07.848 --> 18:15.098
[SPEAKER_01]: What's new that we need to care about in creative, because I suspect there's a huge amount of new stuff in creative that we don't need to, so give us the highlights.
18:15.822 --> 18:20.965
[SPEAKER_02]: I would say the number one thing with Creative is actually some new updates that have come to Google Merchant Center.
18:21.405 --> 18:27.028
[SPEAKER_02]: And so Google Merchant Center, I mentioned it earlier, but that's kind of the library within Google where your product information lives.
18:27.388 --> 18:36.892
[SPEAKER_02]: So your website will connect to Google Merchant Center, Google Merchant Center houses all your product information, your Watson stock, and photos, and links, and pricing, and attributes, and all that.
18:37.213 --> 18:42.115
[SPEAKER_02]: And then Google Merchant Center, in turn, talks to Google Ads, as well as organic Google search.
18:44.236 --> 18:50.842
[SPEAKER_02]: feed attributes that have launched, which means new details you can give about your products that folks should be aware of.
18:51.182 --> 19:03.433
[SPEAKER_02]: So the first is video right now with every single product in your feed, you can have an image or multiple images that tell Google what the product looks like and that's you know the image they use and adds, but now you can also add a video.
19:04.013 --> 19:05.654
[SPEAKER_02]: which can be really helpful.
19:06.014 --> 19:11.517
[SPEAKER_02]: And video is going to start showing in shopping results as well, Google announced that a while ago.
19:11.637 --> 19:16.780
[SPEAKER_02]: So the video attribute, there's also the lifestyle image attribute.
19:17.301 --> 19:22.864
[SPEAKER_02]: So most images that you have in Google Merchand Center are your kind of e-commerce, flat, white background images.
19:23.204 --> 19:30.128
[SPEAKER_02]: You can also add others that you let it know, like this is more of a lifestyle image, which it can use across some of those different surfaces.
19:30.528 --> 19:32.689
[SPEAKER_02]: Google likes to say YouTube, Discovery, et cetera.
19:33.710 --> 19:39.412
[SPEAKER_02]: and then there are these new conversational attributes, which is fancy way of saying AI.
19:39.972 --> 19:50.536
[SPEAKER_02]: So in your Merchant Center feed, you can now give at the product level, all these different attributes to let Google know how to handle your products in AI mode.
19:50.876 --> 19:55.138
[SPEAKER_02]: So for example, you can give it within the feed specific product Q and A's.
19:55.778 --> 20:05.280
[SPEAKER_02]: like these are questions and these are answers so that it then knows the kinds of prompts to place you against or you can tell it what related products are.
20:05.720 --> 20:16.903
[SPEAKER_02]: So if there is a phone case and you also sell the phone, like maybe it could figure that out but you can now put that straight into the feed so it knows what those associations are.
20:17.403 --> 20:23.366
[SPEAKER_02]: So I say all this to say, feed attributes, I know sounds like one of the delist possible areas of Google ads.
20:23.686 --> 20:31.631
[SPEAKER_02]: But, you know, your Google Merchant Center feed information is how even your standard shopping campaign decides who to target and what the ad looks like.
20:31.671 --> 20:33.772
[SPEAKER_02]: Never mind your AMX, PMAX, et cetera.
20:34.072 --> 20:35.593
[SPEAKER_02]: So getting those attributes right.
20:36.073 --> 20:38.595
[SPEAKER_02]: completely can change your performance of your ad.
20:38.615 --> 20:56.147
[SPEAKER_02]: So that's I want to highlight some of these new attributes folks may not be aware of that you may want to take a look at and if you're not rolling them out across your whole feed like pick the top 5 to 10% of your products and make sure you are updating these attributes either in Google Merchant Center through a supplemental feed or to your feed management provider.
20:56.685 --> 21:05.468
[SPEAKER_01]: Yeah, it does sound like the days of just letting the tech rip the content off your website and spit it into Google Merchants Center are definitely over now.
21:05.528 --> 21:15.032
[SPEAKER_01]: There is feed optimization and feed merchandising, which was very possible before, but is clearly critical now if you want to win the game.
21:15.560 --> 21:24.223
[SPEAKER_02]: Yes, and I mean, getting that automatic, if you have a Shopify store and it automatically creates a feed and you connect the Google channel, great for getting started that way by all means.
21:24.263 --> 21:38.148
[SPEAKER_02]: But if you're managing Google ads in house for a brand, if you're working at an agency, feed management is so, so important because it determines like what the ad looks like and what you serve on that's where you do the targeting of the creative for your product ads.
21:38.208 --> 21:39.208
[SPEAKER_02]: It's in merchant center.
21:39.248 --> 21:40.669
[SPEAKER_02]: It's not in Google ads itself.
21:41.147 --> 21:48.270
[SPEAKER_01]: When going slightly tangential here, but maybe I'm adding two and two together and getting 20, so do tell me if I am.
21:48.810 --> 22:03.536
[SPEAKER_01]: But if we've now got the ability to target shopping on a size of basket for Google, then having set up related products in our product feed is going to massively help Google increase the baskets.
22:04.156 --> 22:12.623
[SPEAKER_02]: It could potentially as adds practitioners and as the public, we don't have visibility into what people are typing into AI and what they're searching for.
22:12.643 --> 22:15.766
[SPEAKER_02]: Like our ads can show there, Google just gives us no reporting on it.
22:16.166 --> 22:29.818
[SPEAKER_02]: So that absolutely could help, you know, a specific user or variety of users who are talking to AI mode or engaging with AI overviews to get the right recommendations from you, from your business and increase that average order value, absolutely.
22:30.567 --> 22:33.892
[SPEAKER_01]: Okay, what else in creative is new and worth paying attention to?
22:34.448 --> 22:36.009
[SPEAKER_02]: I mean, of course, we have to talk about AI.
22:36.389 --> 22:38.350
[SPEAKER_02]: So there are lots of AI features.
22:38.430 --> 22:49.137
[SPEAKER_02]: You'll find some of these within Google Merchants Center itself, and you'll find some of them within Google Ads in asset studio, and some of those features are the same and some are different.
22:49.277 --> 22:52.619
[SPEAKER_02]: I genuinely think this is just two product teams at Google if they don't talk to each other.
22:53.059 --> 23:00.244
[SPEAKER_02]: So features you will find, either in Merchants Center, in Google Ads assets studio or in both, include things like
23:00.764 --> 23:10.053
[SPEAKER_02]: background removal, for example, or a scene replacement, so let's say you have, you know, a mug and it's Halloween coming up and you want it pumpkins and things in the background.
23:10.093 --> 23:11.595
[SPEAKER_02]: It can, you know, do that with a click.
23:11.855 --> 23:16.239
[SPEAKER_02]: And what's cool is you can then download those photos and use them on social media on elsewhere.
23:16.259 --> 23:21.324
[SPEAKER_02]: You don't have to just use them in Google, video generators and a mission generators.
23:21.744 --> 23:28.314
[SPEAKER_02]: all these different ways that we can use AI to augment your existing product photos.
23:28.634 --> 23:36.546
[SPEAKER_02]: So I would not say that this replaces a skilled designer at all, this is AI, but this is more for teams that perhaps don't have access to
23:36.766 --> 23:42.451
[SPEAKER_02]: a designer or around the holiday season your design team is overloaded and literally has no more capacity.
23:42.831 --> 23:47.895
[SPEAKER_02]: Then for some of those more simple basic tasks this can be a really helpful tool to use.
23:47.975 --> 23:50.997
[SPEAKER_02]: Although your ads will have an AI disclosure.
23:51.057 --> 23:51.698
[SPEAKER_02]: I know, uh,
23:51.878 --> 24:10.223
[SPEAKER_02]: New York either city or state now has rules around that I would expect that to happen in more jurisdictions, even in Google's ads transparency center, which is like the Google ads library, we're now starting to see disclosures there, not just about who paid for this ad and why you were targeted, but like if this ad contains AI.
24:10.263 --> 24:11.543
[SPEAKER_02]: So that just is a caveat.
24:11.963 --> 24:19.605
[SPEAKER_02]: I want to give folks that if you do use any of these AI tools, there are now disclosures and things that are starting to roll out to users in certain places.
24:20.325 --> 24:28.649
[SPEAKER_01]: And you mentioned video, which apart from YouTube adds, which I would imagine, the majority of our listeners are not proactively.
24:29.209 --> 24:40.155
[SPEAKER_01]: They may be advertising now without knowing, but they're probably not actively trying to do it, is video now becoming a thing in Google, because it has to at some point become a thing in Google ads.
24:40.235 --> 24:44.017
[SPEAKER_01]: If we look at all the rest of the digital advertising platforms.
24:44.557 --> 24:45.758
[SPEAKER_01]: Well, we have video video thing.
24:45.778 --> 24:47.380
[SPEAKER_02]: If you're not on video, you are missing out.
24:47.400 --> 24:54.386
[SPEAKER_02]: And when I say on video, I do not mean that you need to have a multimillion dollar production and a giant YouTube budget.
24:54.706 --> 25:03.114
[SPEAKER_02]: I actually have quite a few Google ads coaching clients now who are small businesses by which I mean, they spend less than a hundred dollars a day on ads.
25:03.554 --> 25:10.120
[SPEAKER_02]: And they're running video campaigns, either a demand gen campaign or a video campaign, five to ten dollars a day.
25:10.781 --> 25:12.722
[SPEAKER_02]: and seeing really great results for it.
25:12.782 --> 25:16.403
[SPEAKER_02]: Sometimes a way that can be really useful is on a retargeting basis.
25:16.843 --> 25:21.304
[SPEAKER_02]: So just showing ads to people who've been to your website before, who've engaged with your videos before, staying in touch.
25:21.724 --> 25:25.165
[SPEAKER_02]: Another way that can be helpful is from a prospecting perspective.
25:25.425 --> 25:34.388
[SPEAKER_02]: For example, let's say this may not be as applicable to an e-commerce business, but if you're operating, you do business in one town, like you have one store and one town.
25:35.148 --> 25:38.371
[SPEAKER_02]: Targeting the whole town through YouTube can cost $10 a day.
25:38.691 --> 25:48.700
[SPEAKER_02]: And so even if you don't see direct row ads from that one campaign, it can be absolutely worth it to take 5 to 10% of your budget and just make sure you're reaching everybody.
25:48.720 --> 26:00.570
[SPEAKER_02]: I have an example of this from one of my clients working with a home services business and that business owner got four different phone calls in the first month of people who said, hey, I saw your ad on the TV.
26:01.450 --> 26:06.613
[SPEAKER_02]: I saw your ad on the TV and it wasn't traditional tea, it was YouTube on TVs.
26:07.053 --> 26:16.678
[SPEAKER_02]: And so even bringing that into the e-commerce space, and you can't just launch a shopping or a P-Max campaign on November 1st and expect to kill it Black Friday, right?
26:16.698 --> 26:20.520
[SPEAKER_02]: You have to build demand before you capture demand.
26:20.640 --> 26:26.983
[SPEAKER_02]: And so a demand, Jen campaign in Google ask me a great way to do that if you have not already launched one, like do so today.
26:27.323 --> 26:28.524
[SPEAKER_02]: Okay, holidays are coming up.
26:29.204 --> 26:32.746
[SPEAKER_02]: And you can start with a very modest budget of $10 to $20 a day.
26:33.326 --> 26:36.008
[SPEAKER_02]: Unlike in PMAX, you can choose your targeting.
26:36.408 --> 26:39.470
[SPEAKER_02]: You can attach your merchant center fee to it if you want to.
26:39.770 --> 26:44.973
[SPEAKER_02]: And you can even start to manage in with just images, and show image ads on YouTube.
26:45.413 --> 26:56.099
[SPEAKER_02]: But I would definitely recommend thinking about YouTube, building that mid funnel awareness, getting people interested so that as the big holiday purchasing times come around, you can capture that demand
26:58.187 --> 27:12.553
[SPEAKER_01]: Even if you don't have a physical store to give you which city to target on, you just have a quick look at your stats and you can find which cities, which counties, which states are the ones where most of your customers are.
27:13.217 --> 27:16.301
[SPEAKER_02]: Run the out there, you know.
27:16.341 --> 27:17.543
[SPEAKER_02]: Do you hear the test, right?
27:17.563 --> 27:27.877
[SPEAKER_02]: Like, maybe this year you pick three cities, counties, states, however you define it, run video there and know where else and just let it run.
27:28.397 --> 27:29.819
[SPEAKER_02]: And six to 12 months from now,
27:30.817 --> 27:34.759
[SPEAKER_02]: Look at what your brand demand looks like, meaning people searching for your brand specifically.
27:35.119 --> 27:39.522
[SPEAKER_02]: Look at your conversion rates and shopper behavior in those places versus others.
27:40.082 --> 27:43.684
[SPEAKER_02]: And I would be very surprised if you don't notice any difference at all.
27:44.224 --> 27:47.246
[SPEAKER_01]: Yeah, it's a super easy thing to test for low money.
27:47.286 --> 27:48.767
[SPEAKER_01]: Now we have that geographic targeting.
27:49.427 --> 27:55.771
[SPEAKER_01]: Yeah, Jill, anything else, the audience needs to know about that they need to take action on with good glads for this coming peak season.
27:56.431 --> 28:00.012
[SPEAKER_02]: I would just say remember that it is a marathon and not a sprint.
28:00.552 --> 28:06.074
[SPEAKER_02]: So, you know, September by now, you should have your holiday strategy locked and loaded.
28:06.494 --> 28:12.236
[SPEAKER_02]: I would say October 1st would be like the latest to start your holiday campaigns.
28:12.996 --> 28:21.759
[SPEAKER_02]: You're going to want to probably be cross channel, not only doing shopping and search, so whether using P-max to hit other channels or demand
28:23.319 --> 28:24.540
[SPEAKER_02]: You want to be reaching people.
28:24.840 --> 28:27.561
[SPEAKER_02]: You want to have great offers, great messaging, right?
28:27.581 --> 28:29.141
[SPEAKER_02]: All those core marketing things.
28:29.581 --> 28:34.263
[SPEAKER_02]: And then black Friday and cyber Monday are huge global shopping events right now.
28:34.723 --> 28:35.683
[SPEAKER_02]: But it's not over then.
28:35.723 --> 28:39.885
[SPEAKER_02]: There's tons more shopping that still happens in December in the lead up.
28:40.205 --> 28:40.785
[SPEAKER_02]: And then even
28:41.305 --> 28:51.289
[SPEAKER_02]: After Christmas, then there's a ton more shopping behavior as people are spending the gift cards or monies or doing exchanges or boxing day, which we haven't counted as well as the UK.
28:51.669 --> 28:59.851
[SPEAKER_02]: So really budget and plan for the entire holiday season, not just Black Friday, Cyber Monday.
28:59.911 --> 29:03.993
[SPEAKER_02]: And then even if you're in certain industries, January could be your peak season.
29:04.553 --> 29:09.494
[SPEAKER_02]: at leisure, right, or meal kits so many businesses where January could be even bigger.
29:09.534 --> 29:11.014
[SPEAKER_02]: So it ain't over till it's over.
29:11.675 --> 29:16.956
[SPEAKER_02]: And make sure you're budgeting and planning appropriately for the entire peak period.
29:17.856 --> 29:21.357
[SPEAKER_01]: Well, sir, OK, Jill, it's been great chatting to you about all of this.
29:21.757 --> 29:23.997
[SPEAKER_01]: This doesn't make sure you stay tuned right to the end.
29:24.017 --> 29:30.919
[SPEAKER_01]: So you don't miss out on Jill's inside the tips on Google Ads and my suggestions, for other ways, we can help you improve things even further in your businesses.
29:33.356 --> 29:38.678
[SPEAKER_01]: Okay, so far we've gone deep into which new Google ads features you need and a few you don't.
29:39.118 --> 29:42.880
[SPEAKER_01]: Now you get to hours with your insider knowledge about the whole of Google ads.
29:43.040 --> 29:50.662
[SPEAKER_01]: So for the following questions, your answer can be anything to do with Google ads, which of course does include everything we've already been talking about.
29:50.722 --> 29:52.503
[SPEAKER_01]: Jill, are you ready for the insider tips?
29:52.963 --> 29:53.584
[SPEAKER_02]: Bring it on.
29:54.024 --> 29:56.685
[SPEAKER_01]: Okay, let's start with new advice.
29:56.765 --> 30:00.746
[SPEAKER_01]: If we even spy on someone to take their first step, what do they need to know to give
30:03.946 --> 30:07.190
[SPEAKER_02]: adds poor fuel on an already burning fire.
30:07.891 --> 30:15.640
[SPEAKER_02]: And what I mean by that is if you're just getting started with Google ads and you haven't yet figured out, what's the right positioning for your product?
30:16.081 --> 30:17.663
[SPEAKER_02]: Is your landing page optimized?
30:17.703 --> 30:19.385
[SPEAKER_02]: Do people even want what you're selling?
30:19.665 --> 30:21.287
[SPEAKER_02]: Then ads don't fix that problem.
30:21.647 --> 30:23.409
[SPEAKER_02]: They just make that problem worse.
30:24.030 --> 30:31.795
[SPEAKER_02]: And so I like to give the example, you know, I have one client who invented a new product in the pet space and ads have been amazing for his business.
30:31.815 --> 30:34.256
[SPEAKER_02]: And he thinks I'm magical for teaching Google ads.
30:34.537 --> 30:35.697
[SPEAKER_02]: And I tell them, no, no, you're magic.
30:35.717 --> 30:37.018
[SPEAKER_02]: You invented the product, right?
30:37.058 --> 30:39.640
[SPEAKER_02]: There is demand and ads are capturing that.
30:40.080 --> 30:46.682
[SPEAKER_02]: Whereas I had another coaching client who came to me with a product that he wanted to sell and people didn't want it.
30:46.882 --> 30:50.323
[SPEAKER_02]: No one was searching for that product when they were searching for something similar.
30:50.363 --> 30:54.224
[SPEAKER_02]: They bounced off the website and that was a problem that ads can't fix.
30:54.364 --> 30:55.664
[SPEAKER_02]: I was not able to help him.
30:56.145 --> 31:02.066
[SPEAKER_02]: So you need to have something that people want to buy and then ads can work really well.
31:02.106 --> 31:07.408
[SPEAKER_02]: But if you don't have the marketing basics down, then running ads will be lighting your money on fire.
31:08.028 --> 31:09.089
[SPEAKER_01]: I love that phrase.
31:09.810 --> 31:12.472
[SPEAKER_01]: Ads is pouring fuel on a fire that already exists.
31:12.532 --> 31:14.573
[SPEAKER_01]: I may have to steal that and repurpose it.
31:15.014 --> 31:17.776
[SPEAKER_01]: It's perfect that it gets the heart of the issue.
31:18.556 --> 31:21.078
[SPEAKER_01]: Once you've started, of course, you've got to keep optimizing.
31:21.098 --> 31:23.420
[SPEAKER_01]: So what's your favorite way to improve performance?
31:24.341 --> 31:24.781
[SPEAKER_02]: Do less.
31:25.717 --> 31:28.019
[SPEAKER_02]: People try so much to do more, do more.
31:28.079 --> 31:30.922
[SPEAKER_02]: Test this, do that, turn this on, try that, add this, do that.
31:31.902 --> 31:33.984
[SPEAKER_02]: And you just kind of optimize yourself into a hole.
31:34.885 --> 31:41.551
[SPEAKER_02]: So my favorite way to improve performances is just to zoom out and prioritize and actually just try to do a little bit less.
31:42.825 --> 31:49.711
[SPEAKER_01]: That's such an unheard Google advice, but such great Google ads advice.
31:49.731 --> 31:50.893
[SPEAKER_02]: It's like, thank you.
31:50.973 --> 31:51.573
[SPEAKER_02]: Thank you.
31:51.633 --> 31:53.235
[SPEAKER_01]: Spread that budget across everything.
31:53.255 --> 31:55.197
[SPEAKER_02]: You're not going to learn anything for six months or more.
31:55.217 --> 31:58.199
[SPEAKER_02]: I'm going to try to optimize your campaigns every single day.
31:58.339 --> 32:00.441
[SPEAKER_02]: You are making it worse, not better.
32:00.582 --> 32:02.824
[SPEAKER_02]: So just zoom out, do less.
32:03.864 --> 32:08.065
[SPEAKER_02]: Okay, if someone listing wants to learn more, is there a cheap or free resource you would recommend?
32:08.625 --> 32:15.668
[SPEAKER_02]: My inside Google Ads podcast, wherever you are listening to this, you can listen to inside Google Ads, just look it up.
32:16.548 --> 32:19.689
[SPEAKER_01]: Simple as that, and it's must listen to everybody, so do.
32:20.329 --> 32:28.351
[SPEAKER_01]: If you're into your Google Ads, we only do it once a year, Jill does it 12 months of the year, so go and get yourself signed up to the inside Google Ads podcast.
32:30.672 --> 32:32.092
[SPEAKER_01]: crystal ball time.
32:32.152 --> 32:32.933
[SPEAKER_01]: There we are.
32:32.953 --> 32:36.814
[SPEAKER_01]: Squats coming up in the next six to 12 months that we should be getting ready for.
32:37.514 --> 32:44.816
[SPEAKER_02]: I mean, always more AI, AI, AI, AI, but with that, I will say with more AI, AI, it's not again.
32:44.936 --> 32:46.156
[SPEAKER_02]: It's not about doing more.
32:46.176 --> 32:46.956
[SPEAKER_02]: And what are we going to launch?
32:46.976 --> 32:48.077
[SPEAKER_02]: And now we're going to take advantage of AI.
32:49.360 --> 32:51.561
[SPEAKER_02]: Focus on your fundamentals.
32:51.641 --> 32:55.984
[SPEAKER_02]: If you have a solid campaign structure for conversion tracking is properly set up.
32:56.004 --> 32:58.445
[SPEAKER_02]: Your merchant center feed is in tip top shape.
32:58.865 --> 33:05.209
[SPEAKER_02]: You'll be well positioned to take advantage of the new ad formats and new surfaces that are sure to be coming with AI.
33:05.589 --> 33:14.534
[SPEAKER_02]: So yes, shiny object exciting, but just focus on your fundamentals and then you will succeed with whatever Google dreams up next over the next six to 12 months.
33:15.158 --> 33:15.658
[SPEAKER_01]: No, I see.
33:15.698 --> 33:17.940
[SPEAKER_01]: With all these new things, it's always the fundamentals.
33:18.080 --> 33:19.021
[SPEAKER_01]: She got the fundamentals.
33:19.041 --> 33:19.741
[SPEAKER_01]: It's boring, but true.
33:20.301 --> 33:20.942
[SPEAKER_01]: Yeah.
33:21.202 --> 33:22.883
[SPEAKER_01]: Jill, we are very nearly into the show.
33:23.003 --> 33:27.446
[SPEAKER_01]: Could you please let the list us know a bit more about what you do and when they can find you?
33:28.127 --> 33:28.747
[SPEAKER_02]: Absolutely.
33:28.867 --> 33:34.951
[SPEAKER_02]: I'm a Google Ads coach, which means that I help agencies, marketers, freelancers, get better results from Google Ads.
33:35.011 --> 33:42.676
[SPEAKER_02]: I've actually now completed more than 1,000 Google Ads coaching calls with more than 350 clients since I left Google in 2021.
33:43.837 --> 33:51.881
[SPEAKER_02]: So, you can learn more about me on my website, JYLL.ca, as well as my courses, book, audits, all that other great stuff.
33:52.521 --> 33:52.901
[SPEAKER_01]: Brilliant.
33:52.941 --> 33:56.143
[SPEAKER_01]: Well, Jill, thank you so much, being on the K-pop twice in podcast.
33:56.163 --> 33:57.864
[SPEAKER_01]: It's always great to catch up with you.
33:57.924 --> 33:59.644
[SPEAKER_01]: So, thank you for bringing us such great advice.
34:00.065 --> 34:00.885
[SPEAKER_02]: Thanks for having me.
34:03.157 --> 34:05.219
[SPEAKER_01]: always a pleasure to catch up with Jill.
34:05.259 --> 34:07.541
[SPEAKER_01]: And how much good stuff did she just bring us then?
34:07.681 --> 34:17.169
[SPEAKER_01]: So we talked about the new stuff on Google as much, maybe you've seen it lurking around the console, maybe you've used it, maybe you haven't found it yet.
34:17.249 --> 34:20.952
[SPEAKER_01]: She took us through what you need to know about in the Bids and Budgets arena.
34:21.032 --> 34:25.756
[SPEAKER_01]: And certainly, I think for me, the most exciting one was that maximised conversion value in shopping option.
34:26.396 --> 34:30.439
[SPEAKER_01]: But a couple of other options, so promotion mode and the smart bidding exploration there too.
34:31.220 --> 34:39.726
[SPEAKER_01]: Then we got me done to targeting and we talked about AI Max for shopping, which is that kind of halfway house between full P Max and just standard shopping.
34:40.506 --> 34:55.736
[SPEAKER_01]: And we also talked about the customer life cycle goals, which is theoretically if you get your input set up right, the way where you can go, this is purely a recruitment campaign or this is purely a retention campaign or long with a whole world of other things too.
34:56.176 --> 34:58.358
[SPEAKER_01]: So lots of cool stuff there to be looking at and then
34:59.238 --> 35:11.521
[SPEAKER_01]: In the world of creative, unsurprisingly, huge opportunities and huge new stuff in Google Merchant Centre, I think they might have not changed that for 15 years and now there's so much going on in there.
35:11.541 --> 35:12.722
[SPEAKER_01]: So there's lots of good stuff.
35:13.502 --> 35:22.484
[SPEAKER_01]: And like Jill said, even if you only have time to add the additional attributes for your top 10% bestselling products, do it, see what happens.
35:22.604 --> 35:26.145
[SPEAKER_01]: The more data you give Google, the better a job they're going to be able to do for you.
35:26.165 --> 35:26.385
[SPEAKER_01]: So I
35:29.006 --> 35:43.456
[SPEAKER_01]: And then video, test out some demand gen, some of that top of funnel activity, and to make it super testy, I suppose, do you want to do those geographic segmentations we were talking about?
35:44.016 --> 35:44.536
[SPEAKER_01]: And as she said,
35:45.637 --> 35:47.778
[SPEAKER_01]: It's not all about one week at the end of November.
35:48.138 --> 35:52.099
[SPEAKER_01]: There is warming up the campaigns that you should be doing from around about now.
35:52.179 --> 35:58.180
[SPEAKER_01]: You've got what happens post, Black Friday, the rest of December, you've then got a Wappers post Christmas.
35:58.560 --> 36:00.901
[SPEAKER_01]: Some of you will have massive sales on Christmas Day.
36:01.601 --> 36:05.802
[SPEAKER_01]: There's lots of opportunity over the coming months, not just that one week at the end of November.
36:06.702 --> 36:08.883
[SPEAKER_01]: huge, huge thanks to Jill for that.
36:08.923 --> 36:17.645
[SPEAKER_01]: You can get our notes from this episode, the links to the things we talked about, the full transcript, important notes, and more to keepoptimizing.com.
36:18.065 --> 36:27.688
[SPEAKER_01]: You could also use our special director episode short links, just put keepopt.com forward slash the number of this episode into the URL bar, and you'll go straight to the right page of the website.
36:28.328 --> 36:35.690
[SPEAKER_01]: When you get to the website, you could also add yourself to our email list, so you don't miss out on the other things I share to help you improve your business.
36:36.250 --> 36:39.972
[SPEAKER_01]: Thank you for tuning in to this episode of the keypoptimizing podcast.
36:40.413 --> 36:52.920
[SPEAKER_01]: If you've enjoyed this one and want to continue learning about Google Ads right now, then pick up or thread of Google Ads episodes that scroll back up your feed to find the last set we did about 12 months again now.
36:53.701 --> 36:53.821
[SPEAKER_01]: And
36:54.461 --> 36:58.983
[SPEAKER_01]: or you can go to our website, head to keepopt.com for slash google ads.
36:59.003 --> 37:08.048
[SPEAKER_01]: We will find all our past google ads episodes, including the last one we did with Jill, which was all about targeting, deep dive into targeting.
37:08.088 --> 37:11.410
[SPEAKER_01]: So if you're working on that at the moment, that's well worth listening to.
37:12.230 --> 37:22.896
[SPEAKER_01]: And please do tell your fellow marketers about the show and the fact that we're covering Google ads at the moment because we want to help as many of you as possible to improve the performance of your e-commerce marketing.
37:23.436 --> 37:29.359
[SPEAKER_01]: Have a great week and make sure you listen to the next episode so I can help you to keep optimizing your marketing.
00:00.734 --> 00:03.955
[SPEAKER_02]: adds poor fuel on an already burning fire.
00:04.216 --> 00:11.519
[SPEAKER_02]: And what I mean by that is if you're just getting started with Google ads and you haven't yet figured out what's the right positioning for your product?
00:11.779 --> 00:13.359
[SPEAKER_02]: Is your landing page optimized?
00:13.379 --> 00:15.040
[SPEAKER_02]: Do people even want what you're selling?
00:15.340 --> 00:16.941
[SPEAKER_02]: Then ads don't fix that problem.
00:17.281 --> 00:19.062
[SPEAKER_02]: They just make that problem worse.
00:21.403 --> 00:28.326
[SPEAKER_00]: You're listening to the key optimizing podcast to increase your traffic, improve your conversion rates and grow your profits.
00:31.293 --> 00:32.614
[SPEAKER_01]: Hello and welcome.
00:32.734 --> 00:36.538
[SPEAKER_01]: I'm Chloe Thomas, the host of this e-commerce marketing focus podcast.
00:36.958 --> 00:44.625
[SPEAKER_01]: If you're not familiar with our format, well we release five episode mini series that dive deep into one e-commerce marketing topic at a time.
00:45.185 --> 00:51.471
[SPEAKER_01]: Could be channels like email or SEO or Facebook ads or a big topic like acquisition, retention or analytics.
00:52.051 --> 00:59.035
[SPEAKER_01]: In each episode, new ones released on Wednesdays are into a different expert to explore the latest advice on making it work for you.
00:59.556 --> 01:06.239
[SPEAKER_01]: And then after each five episodes, many series, we take a week off to give you time to take action on what you've learned.
01:07.340 --> 01:10.021
[SPEAKER_01]: At the moment, we're picking up the Google Ads thread again.
01:10.061 --> 01:19.365
[SPEAKER_01]: Yes, it's time to get deep into one of my favorite topics in e-commerce, the world of Google Ads, and we're very excited to be kicking it all off with Jill back on the show.
01:19.825 --> 01:24.947
[SPEAKER_01]: Last time we did Google Ads, she did an ace episode about audience targeting, so I had to get her back.
01:25.387 --> 01:32.310
[SPEAKER_01]: And this time, she's giving us the rundown of what new stuff in Google Ads you need to be paying attention to.
01:32.850 --> 01:36.473
[SPEAKER_01]: Yes, which ones that actually are going to make the difference for you as an e-commerce brand?
01:36.994 --> 01:51.147
[SPEAKER_01]: So we'll be going through what's new and bidding, we'll be going through what's new and budgets, what's new and targeting, what's new and creative, so you can approach this peak season being really confident that you're using all the right elements of the Google Ads actions.
01:51.987 --> 01:56.011
[SPEAKER_01]: Do you make sure you listen right to the end of the episode because her top tips are really good as well?
01:58.037 --> 02:02.258
[SPEAKER_01]: In this episode, I'm chatting with Google Ads expert Jill Saskin Gales.
02:02.698 --> 02:08.179
[SPEAKER_01]: Jill spent six years at Google, helping their largest advertisers to grow internationally.
02:08.719 --> 02:22.523
[SPEAKER_01]: Now she's all about helping all of us to improve our Google ad results via her coaching and courses, the Inside Google Ads podcast and her bestselling book, Inside Google Ads, everything you need to know about audience targeting.
02:22.803 --> 02:23.503
[SPEAKER_02]: Hello Jill.
02:24.263 --> 02:26.265
[SPEAKER_02]: Hello again, Chloe, thanks for having me back.
02:26.865 --> 02:35.053
[SPEAKER_01]: Awesome to have you back on the Keep Optimizing Podcast again, because I'm you brought a such great insights last year, so we have to have you back.
02:35.553 --> 02:40.497
[SPEAKER_01]: So how has life been for the last 12 months in the world of Google ads?
02:41.378 --> 02:46.720
[SPEAKER_02]: I mean the only constant is change and that has continued to be true.
02:47.540 --> 02:59.085
[SPEAKER_02]: One of the biggest changes has probably been something that as users, we've all been experiencing AI search, AI overviews, AI mode, et cetera, and so we'll get into how that impacts ads as well.
02:59.485 --> 03:02.786
[SPEAKER_02]: But I'd say it's a really good time to be a Google ads practitioner.
03:02.806 --> 03:05.427
[SPEAKER_02]: There's lots of opportunity out there to still drive
03:07.942 --> 03:22.272
[SPEAKER_01]: You'd almost think of the last 12 months Google would have been so busy trying to win the AI an organic result and the Gemini game that they might have slowed down evolution on Google ads.
03:26.655 --> 03:28.636
[SPEAKER_02]: I never, never, never.
03:28.656 --> 03:39.599
[SPEAKER_02]: No, into Google's credit, every year in May, there's this annual event called Google Marketing Live where Google announces the vision for the next year and I'm fortunate to have been invited to attend the last two years.
03:40.239 --> 03:42.260
[SPEAKER_02]: And some years, it's sort of like a nothing burger.
03:42.700 --> 03:44.781
[SPEAKER_02]: Like, yeah, there's a bunch of announcements, nothing much this year.
03:44.801 --> 03:53.463
[SPEAKER_02]: There were genuinely some really exciting changes announced, some have already rolled out, some have not, but that's all we'll be talking about today, some really looking forward to diving in.
03:55.884 --> 04:03.834
[SPEAKER_01]: Of course, Google Ads is built for all kinds of different businesses and anyone who's worked with Google Ads for a long time will know, some Google updates aren't worth a lot.
04:04.816 --> 04:10.563
[SPEAKER_01]: So it's really important to pick through what's worth caring about and what's not worth caring about.
04:10.603 --> 04:11.885
[SPEAKER_01]: And you're here to do it for us.
04:12.666 --> 04:12.926
[SPEAKER_01]: So.
04:13.587 --> 04:23.039
[SPEAKER_01]: Until I know, as we were discussing earlier and you liked to split Google ads out into Bids and budgets targeting and creative, which seems like a very sane way of dividing it all up to me.
04:23.059 --> 04:24.100
[SPEAKER_01]: So we're going to go with that.
04:24.721 --> 04:31.109
[SPEAKER_01]: So in the world of Bids and budgets, what's new that we need to actually care about?
04:32.143 --> 04:35.965
[SPEAKER_02]: First, new thing to actually care about is something Google didn't even announce.
04:36.426 --> 04:37.066
[SPEAKER_02]: It just happened.
04:37.506 --> 04:43.370
[SPEAKER_02]: And that is that you can now use maximize conversion value bidding in shopping campaigns.
04:43.990 --> 04:55.918
[SPEAKER_02]: And I know that might sound really nitty-gritty, but the reason this is exciting is a shopping campaign, your standard shopping campaign, it's the one, it's not AI powered, it's not cross surfaces, it's just showing your products in Google search.
04:56.218 --> 04:57.419
[SPEAKER_02]: This isn't PMAX.
04:58.079 --> 04:59.880
[SPEAKER_02]: I'm not talking about PMAX now.
05:00.440 --> 05:09.102
[SPEAKER_02]: Yes, I'm talking about good old fashioned shopping campaigns that campaign type, you connect your Google Merchant center feed, two Google standard shopping.
05:09.122 --> 05:13.783
[SPEAKER_02]: So your products with picture and pricing can show up on Google search results.
05:14.784 --> 05:21.745
[SPEAKER_02]: Up until recently, there were only three bidding strategies you could use in shopping, which meant there were only three goals you could have.
05:22.446 --> 05:25.386
[SPEAKER_02]: Manual CPC, which is like the old fashioned,
05:28.549 --> 05:33.134
[SPEAKER_02]: Maximized clicks, which tells the campaign spend my money to get as many clicks as possible.
05:33.335 --> 05:34.456
[SPEAKER_02]: Notice click, click.
05:34.936 --> 05:40.623
[SPEAKER_02]: And then the third option was target row as, which is a great bid strategy for shopping, target return on ads.
05:40.663 --> 05:42.545
[SPEAKER_02]: Bember requires a lot of data to learn.
05:42.585 --> 05:43.706
[SPEAKER_02]: It's most sophisticated.
05:43.726 --> 05:47.651
[SPEAKER_02]: It was sort of like we had crawl, crawl, run with the walk.
05:48.011 --> 05:49.132
[SPEAKER_02]: option in the middle.
05:49.512 --> 05:53.933
[SPEAKER_02]: And so with no fanfare, I just started appearing in accounts and it's now in all accounts.
05:54.314 --> 05:57.635
[SPEAKER_02]: You can use the bit strategy called maximize conversion value.
05:57.935 --> 06:09.739
[SPEAKER_02]: And what's so great about that is now if you're starting a new shopping campaign or perhaps you have a lower budget shopping campaign, you can give Google the direction to spend your money in order to get as much conversion value as possible.
06:10.180 --> 06:10.940
[SPEAKER_02]: Not just clicks.
06:10.980 --> 06:15.902
[SPEAKER_02]: So this is a really great update for new campaigns or for smaller
06:16.242 --> 06:19.744
[SPEAKER_02]: budget, that has got no fanfare, so I wanted to give it some fanfare here.
06:20.184 --> 06:31.412
[SPEAKER_01]: Oh, definitely because back in the day when I was involved with lots of Google shopping campaigns, mainly for retails with lots of different price points and lots of different types of products and that.
06:32.768 --> 06:40.717
[SPEAKER_01]: in the complexity of trying to get a decent average order value out of Google shopping was a nightmare.
06:41.097 --> 06:53.050
[SPEAKER_01]: So it's kind of I think if I was trying to predict or try to say which goal I would most want in Google shopping I think it's probably up there because it's all and like you say all the data is right there in Google ads.
06:53.831 --> 06:58.053
[SPEAKER_01]: So it doesn't require you feeding in X, Y, and it's really quite simple.
06:58.694 --> 07:03.076
[SPEAKER_02]: Yes, and so the goal should be getting to target Rhoaz with all bid strategies they recommend start with.
07:03.096 --> 07:12.381
[SPEAKER_02]: The maximize bid strategy to move towards the target, but starting a new campaign on target Rhoaz is generally not a good idea, because you don't know you don't know Google doesn't know it doesn't know.
07:12.761 --> 07:17.563
[SPEAKER_02]: So now we have this option in shopping to start a maximize conversion value, and it can also be a good idea.
07:17.603 --> 07:21.085
[SPEAKER_02]: Let's say you're running a standard shopping campaign and Black Friday's coming up,
07:23.006 --> 07:42.864
[SPEAKER_02]: really change and you don't want to be held back by that, switching to maximize conversion value during a sales period can also be a good idea because it tells Google just make sure you spend the budget in full, trying to get conversion value but like don't let the row as hold you backs because consumer behavior will be changing so quickly by the time target row as caught up, the sale would be over.
07:46.627 --> 07:50.953
[SPEAKER_02]: Yes, so along the same line of by the time Google caught up the sale will be over.
07:51.253 --> 07:52.835
[SPEAKER_02]: There's this new feature coming out.
07:52.855 --> 07:57.461
[SPEAKER_02]: It may not be in your count by this holiday season, but it's called Promotion Mode.
07:57.862 --> 08:01.587
[SPEAKER_02]: And so this is for search and performance max.
08:02.087 --> 08:03.688
[SPEAKER_02]: I believe you might need a double check me on that.
08:04.289 --> 08:08.732
[SPEAKER_02]: And what it does is it lets you essentially tell your campaign that a promotion is coming.
08:09.252 --> 08:20.440
[SPEAKER_02]: So before the promotion happens, you can tell it during this time period, adjust my bidding behavior like this, adjust my budget like that, and then when that period ends, go back to normal.
08:20.900 --> 08:24.501
[SPEAKER_02]: So right now, there are features in Google ads that let you do this.
08:24.541 --> 08:29.222
[SPEAKER_02]: They are called seasonal bid adjustments and seasonal budget adjustments.
08:29.242 --> 08:30.442
[SPEAKER_02]: You'll find them under tools.
08:30.782 --> 08:37.903
[SPEAKER_02]: And this is kind of bringing those all under a campaign setting called Promotion Mode to really get ready to borrow that word that Google loves.
08:38.263 --> 08:42.184
[SPEAKER_02]: Supercharge your campaigns during promotional period.
08:42.224 --> 08:46.745
[SPEAKER_02]: So this may or may not be out in time for your holiday season, but it's something I would keep an eye on.
08:47.045 --> 08:56.188
[SPEAKER_02]: Not just for the holidays, by the way, maybe you're going to have a new year's sale, a Mother's Daira Father's Day's sale, a back-to-school sale, and so these are all times when you might benefit from promotion mode.
08:56.248 --> 09:01.709
[SPEAKER_02]: If you don't see it yet, then you should check out seasonal bid adjustments and seasonal budget adjustments.
09:02.509 --> 09:07.051
[SPEAKER_01]: Nice, I kind of a bit of consolidation, and a bit of enhancement at the same time.
09:07.591 --> 09:08.291
[SPEAKER_01]: Exactly.
09:08.751 --> 09:09.411
[SPEAKER_01]: Exactly.
09:10.131 --> 09:11.972
[SPEAKER_01]: Anything else in bid's and budgets?
09:12.477 --> 09:19.845
[SPEAKER_02]: Yeah, well, one of the other newer features is called Smart Bitting Exploration, which has been really tricky to wrap our heads around.
09:19.865 --> 09:23.528
[SPEAKER_02]: And so I'll just say this is one most advertiser's probably don't need to use.
09:24.069 --> 09:29.454
[SPEAKER_02]: And so what Smart Bitting Exploration does, it is a setting with target row as.
09:30.235 --> 09:35.277
[SPEAKER_02]: And it lets you tell Google, let's say your target row as is 400% a row as a four.
09:35.777 --> 09:43.339
[SPEAKER_02]: You might say, I just want to take a bit of my budget and explore what would happen if my row as were 10% lower.
09:43.899 --> 09:54.703
[SPEAKER_02]: And so by using this smart bidding exploration feature, you can drag it down like 10% or 20% and it allows Google to fish in a wider pool of queries so to speak.
09:54.723 --> 09:58.304
[SPEAKER_02]: There's been a lot of written about this, so we could do a whole episode on smart with the exploration.
09:58.344 --> 10:03.826
[SPEAKER_02]: But I don't want to because at the end of the day, I believe this is a feature that most advertisers just don't need.
10:03.886 --> 10:06.227
[SPEAKER_02]: There's lots of other ways to test this as well.
10:06.287 --> 10:12.109
[SPEAKER_02]: So if you see that by all means, feel free to test it, but I would not put that at the very top of your testing calendar this year.
10:12.828 --> 10:17.730
[SPEAKER_01]: Okay, so that's what it is, but probably not for most people listening to this, I suppose.
10:17.750 --> 10:25.394
[SPEAKER_02]: Well, but no, it's really designed for if you're like completely maxed out on opportunity, you're not losing any search impression share and you're looking for ways to grow.
10:25.454 --> 10:38.840
[SPEAKER_02]: And one of the levers you're thinking about is a lower row as, then by all means, you smart bin exploration, but I find very few advertisers are in the category of, I'm maxing out my budget and I'm maxing out my results and I can't find a way to grow.
10:39.380 --> 10:43.062
[SPEAKER_01]: Yes, I've done everything there is possible to test on Google ads.
10:43.082 --> 10:44.082
[SPEAKER_01]: What am I going to do next?
10:44.302 --> 10:44.682
[SPEAKER_01]: I know.
10:44.762 --> 10:46.203
[SPEAKER_01]: I'll throw away my profit.
10:46.963 --> 10:47.704
[SPEAKER_02]: Exactly.
10:47.724 --> 10:51.785
[SPEAKER_02]: So in that scenario fair enough, but most advertisers are not in that scenario.
10:51.805 --> 10:54.546
[SPEAKER_02]: So there's a lot of other features I'd recommend before that one.
10:54.907 --> 10:58.888
[SPEAKER_01]: Go, you say not something we're definitely saying don't use, but probably not.
10:59.068 --> 11:02.490
[SPEAKER_01]: Probably not the best tool for the challenge you're trying to solve right now.
11:02.970 --> 11:06.696
[SPEAKER_01]: Okay, anything else bits and budgets or should we go into targeting?
11:07.056 --> 11:12.704
[SPEAKER_02]: I mean, I'm writing my second book above bidding right now, so of course I could talk a bit about that one, but let's move on to targeting.
11:12.725 --> 11:14.347
[SPEAKER_02]: There's some fun changes coming up there too.
11:14.868 --> 11:16.590
[SPEAKER_01]: Cool, so give us one of them.
11:17.151 --> 11:17.371
[SPEAKER_02]: All right.
11:17.391 --> 11:17.772
[SPEAKER_02]: Well, one,
11:17.832 --> 11:24.037
[SPEAKER_02]: This is kind of a hybrid between bidding and targeting actually, it's called customer lifecycle goals.
11:24.358 --> 11:30.723
[SPEAKER_02]: And this is something that's actually been in Google ads for a while, but I feel like it flies under the radar and people don't really know about it.
11:31.083 --> 11:37.769
[SPEAKER_02]: So essentially, customer lifecycle goals is a way to get your campaigns search shopping.
11:37.849 --> 11:42.233
[SPEAKER_02]: PMAX all have varying features from this to either focus on new customers only.
11:42.633 --> 11:47.614
[SPEAKER_02]: or to focus on existing customer retention, or to focus on high value new customers.
11:47.894 --> 11:57.196
[SPEAKER_02]: There's all these different modes within it that let you guide at the campaign level who it can go after and how your campaign should behave when it encounters them.
11:57.657 --> 12:04.058
[SPEAKER_02]: So for example, one of the common complaints people have but performance max is though, it's just retargeting my existing customers, right?
12:04.438 --> 12:09.479
[SPEAKER_02]: So you could turn on new customer only mode in performance max,
12:12.560 --> 12:13.261
[SPEAKER_02]: from the campaign.
12:13.661 --> 12:15.802
[SPEAKER_02]: So it says, I'm only going to go after a new customer.
12:15.822 --> 12:20.025
[SPEAKER_02]: So you could take it to the next level and go high value new customer mode.
12:20.325 --> 12:26.690
[SPEAKER_02]: And there the campaign is not only going to go after new customers, but people, it predicts will be high value new customers.
12:27.010 --> 12:29.011
[SPEAKER_02]: So there's a whole lot of options in here.
12:29.131 --> 12:33.634
[SPEAKER_02]: Google keeps adding more little features and bells and whistles to customer life cycle goals.
12:33.915 --> 12:36.857
[SPEAKER_02]: So my advice is that this is never something you've looked into before.
12:37.357 --> 12:40.119
[SPEAKER_02]: First, you have to make sure you set it up properly.
12:40.159 --> 12:44.203
[SPEAKER_02]: And you actually set it up properly in your conversion summary in Google Ads.
12:44.483 --> 12:51.909
[SPEAKER_02]: And by set it up properly, I mean, you have to actually have a customer list that you keep updated and connect that to the customer lifecycle goal.
12:51.949 --> 12:53.791
[SPEAKER_02]: So it knows who's a customer and who's not.
12:54.151 --> 13:00.236
[SPEAKER_02]: And then once you've done that, you can explore the different options at the campaign level to see if you might want to use this feature.
13:00.897 --> 13:07.981
[SPEAKER_01]: You know, it does sound like one where if you haven't fed the data to go, you know, you will can't do it off the stuff it gets anyway.
13:08.341 --> 13:11.023
[SPEAKER_01]: You've got to feed them some information that's accurate.
13:11.603 --> 13:16.986
[SPEAKER_01]: Otherwise you can tickle the boxes you like on the actual tool and it's not going to give you the results, is it?
13:17.384 --> 13:22.087
[SPEAKER_02]: And that's the most common thing I've seen with Google Ads coaching clients will meet and go over their campaigns.
13:22.707 --> 13:32.092
[SPEAKER_02]: And at least three times, in the last three months, they've had a campaign that said, new customer acquisition when new customer acquisition wasn't even turned on.
13:32.112 --> 13:37.355
[SPEAKER_02]: Or new customer acquisition, but what they put as a customer list was just a website retargeting list.
13:37.855 --> 13:43.759
[SPEAKER_02]: So not only were they excluding customers, they were excluding anyone who had ever been to the website before.
13:46.200 --> 13:46.640
[SPEAKER_02]: You know what I mean?
13:46.661 --> 13:51.045
[SPEAKER_02]: Like if you don't want to be targeting, then, again, PMAX is not the right tool for the job.
13:51.305 --> 13:54.108
[SPEAKER_02]: And I've seen more than one account where they've made that mistake.
13:54.128 --> 13:57.652
[SPEAKER_02]: They've just taken in all websites retargeting lists and said, yep, there's my customer list.
13:58.092 --> 14:04.900
[SPEAKER_02]: It's like, well, there's a big difference between the business that your website once in the last 90 days and purchased from you.
14:05.540 --> 14:06.722
[SPEAKER_02]: So definitely need to set that up.
14:06.742 --> 14:16.893
[SPEAKER_02]: And for that reason, I again, customer life cycle goals can be really good for the modes it has, but people tend to overuse it of like, oh, yeah, I don't want PMAX to go after existing customers.
14:17.234 --> 14:20.458
[SPEAKER_02]: And then the next day, why isn't my PMAX hitting my row as goals.
14:21.963 --> 14:23.144
[SPEAKER_02]: He didn't set it up correctly.
14:23.324 --> 14:23.604
[SPEAKER_01]: Yeah.
14:24.785 --> 14:25.025
[SPEAKER_01]: Cool.
14:25.165 --> 14:30.568
[SPEAKER_01]: So that one's definitely, if you can set it up correctly, that is well worth a test, isn't it?
14:31.429 --> 14:32.490
[SPEAKER_01]: Anything else in targeting?
14:33.110 --> 14:37.633
[SPEAKER_02]: Yeah, there's this new feature that Google announced called AI Max for shopping.
14:38.073 --> 14:40.574
[SPEAKER_02]: And I haven't seen this rolled out to most accounts yet.
14:40.594 --> 14:42.916
[SPEAKER_02]: I've seen reports of people spotting it here there.
14:42.936 --> 14:44.496
[SPEAKER_02]: It's definitely not a wide rollout yet.
14:44.557 --> 14:47.118
[SPEAKER_02]: I'm hoping it'll be available this holiday season.
14:47.518 --> 14:54.362
[SPEAKER_02]: And in a nutshell, AI Max for shopping, think of it as your in-between step between standard shopping and performance max.
14:54.902 --> 15:01.228
[SPEAKER_02]: So on standard shopping, which you spoke about earlier, playing shopping ads in Google search results based on your feed.
15:01.708 --> 15:10.496
[SPEAKER_02]: And at the other end of the spectrum, we have performance max, which is search, shopping, display, discover Gmail, YouTube, everything, all on one campaign, AI power targeting, no, you know, et cetera.
15:10.956 --> 15:19.664
[SPEAKER_02]: So what AI max for shopping does is it lets you add a bit of AI fun onto your standard shopping campaign without going all the way to P-Max.
15:20.044 --> 15:30.728
[SPEAKER_02]: and so specifically it lets you serve search and shopping ads out of a single campaign instead of having to have separate search and shopping which can be great for data consolidation.
15:31.328 --> 15:35.370
[SPEAKER_02]: And then it has the option to use this text customization feature.
15:35.890 --> 15:42.472
[SPEAKER_02]: So in a shopping campaign, your headline for your ad is just your product title from Merchant Center with text customization.
15:45.013 --> 15:47.315
[SPEAKER_02]: Titles that may be more appealing to people.
15:47.715 --> 15:52.939
[SPEAKER_02]: So for example, maybe you have a 100% cotton furniture cover.
15:53.519 --> 15:55.981
[SPEAKER_02]: And someone searches best furniture cover for pets.
15:56.641 --> 16:00.824
[SPEAKER_02]: Right now, in standard shopping, your title will always be 100% cotton furniture cover.
16:01.284 --> 16:09.010
[SPEAKER_02]: But with text customization turned on, Google could then rewrite the title dynamically for that search, cotton furniture cover for pets.
16:09.330 --> 16:09.910
[SPEAKER_02]: for example.
16:09.990 --> 16:16.454
[SPEAKER_02]: So it can really help in scenarios, especially like AI overviews, AI mode, more conversational queries.
16:16.494 --> 16:17.894
[SPEAKER_02]: So that's text customization.
16:18.375 --> 16:22.336
[SPEAKER_02]: And then there's also the option to use final URL expansion.
16:22.837 --> 16:24.618
[SPEAKER_02]: That's a feature that's available in PMAX.
16:24.658 --> 16:26.178
[SPEAKER_02]: It's available in AMX research.
16:26.559 --> 16:32.221
[SPEAKER_02]: And so that lets Google send traffic to a page other than your landing page if it thinks that's
16:33.522 --> 16:37.566
[SPEAKER_02]: So an example I give here is let's say you have 20 different mugs on your website.
16:37.906 --> 16:42.671
[SPEAKER_02]: You probably can't show 20 different mugs at the same time and search results is just too competitive.
16:43.031 --> 16:51.419
[SPEAKER_02]: So if someone is searching for a pink ceramic mug and you have 20 pink ceramic mugs, maybe only few of those products will show, but if they click on it,
16:51.919 --> 16:54.280
[SPEAKER_02]: with final URL expansion turned on.
16:54.380 --> 16:59.462
[SPEAKER_02]: Google could send them to your pink mug page with all your pink mugs rather than just the one single product.
16:59.743 --> 17:03.584
[SPEAKER_02]: And you could see how if you have search turned on that could also be really helpful.
17:03.885 --> 17:07.766
[SPEAKER_02]: So say all that to say, I'm really excited to test AMAX for shopping.
17:07.806 --> 17:11.108
[SPEAKER_02]: If you're already using PMAX and love it by all means, stick with PMAX.
17:11.488 --> 17:23.893
[SPEAKER_02]: But if you're someone who is still using standard shopping, maybe you have some search campaigns as well, you're looking for some of those AI benefits without going all in on PMAX, then I think AI Max for shopping will be well worth testing.
17:23.933 --> 17:25.753
[SPEAKER_02]: I'm really excited to test it with my clients.
17:25.994 --> 17:34.357
[SPEAKER_01]: When you're, there's a lot of people who've been quite resistant to PMAX, and quite anti-PMAX, so this does feel like it's a nice,
17:35.297 --> 17:36.997
[SPEAKER_01]: more controlled option.
17:37.598 --> 17:38.238
[SPEAKER_02]: Exactly.
17:38.498 --> 17:44.399
[SPEAKER_02]: It's using some AI, but it's still keeping it to Google search results, search and shopping.
17:44.859 --> 17:45.179
[SPEAKER_02]: Yeah.
17:45.239 --> 17:47.380
[SPEAKER_02]: So I'm really excited for that one to roll out.
17:47.940 --> 17:48.180
[SPEAKER_01]: Nice.
17:48.220 --> 17:52.061
[SPEAKER_01]: So we had we had three new things in bits and budgets.
17:52.081 --> 17:53.641
[SPEAKER_01]: Do we have three new things in targets?
17:54.181 --> 17:58.763
[SPEAKER_02]: Oh, I mean, we could keep on going here, but it was a really major ones.
17:58.843 --> 18:00.323
[SPEAKER_02]: I would say AMX for shopping.
18:05.344 --> 18:07.327
[SPEAKER_01]: Cool, okay, let's talk creative then.
18:07.848 --> 18:15.098
[SPEAKER_01]: What's new that we need to care about in creative, because I suspect there's a huge amount of new stuff in creative that we don't need to, so give us the highlights.
18:15.822 --> 18:20.965
[SPEAKER_02]: I would say the number one thing with Creative is actually some new updates that have come to Google Merchant Center.
18:21.405 --> 18:27.028
[SPEAKER_02]: And so Google Merchant Center, I mentioned it earlier, but that's kind of the library within Google where your product information lives.
18:27.388 --> 18:36.892
[SPEAKER_02]: So your website will connect to Google Merchant Center, Google Merchant Center houses all your product information, your Watson stock, and photos, and links, and pricing, and attributes, and all that.
18:37.213 --> 18:42.115
[SPEAKER_02]: And then Google Merchant Center, in turn, talks to Google Ads, as well as organic Google search.
18:44.236 --> 18:50.842
[SPEAKER_02]: feed attributes that have launched, which means new details you can give about your products that folks should be aware of.
18:51.182 --> 19:03.433
[SPEAKER_02]: So the first is video right now with every single product in your feed, you can have an image or multiple images that tell Google what the product looks like and that's you know the image they use and adds, but now you can also add a video.
19:04.013 --> 19:05.654
[SPEAKER_02]: which can be really helpful.
19:06.014 --> 19:11.517
[SPEAKER_02]: And video is going to start showing in shopping results as well, Google announced that a while ago.
19:11.637 --> 19:16.780
[SPEAKER_02]: So the video attribute, there's also the lifestyle image attribute.
19:17.301 --> 19:22.864
[SPEAKER_02]: So most images that you have in Google Merchand Center are your kind of e-commerce, flat, white background images.
19:23.204 --> 19:30.128
[SPEAKER_02]: You can also add others that you let it know, like this is more of a lifestyle image, which it can use across some of those different surfaces.
19:30.528 --> 19:32.689
[SPEAKER_02]: Google likes to say YouTube, Discovery, et cetera.
19:33.710 --> 19:39.412
[SPEAKER_02]: and then there are these new conversational attributes, which is fancy way of saying AI.
19:39.972 --> 19:50.536
[SPEAKER_02]: So in your Merchant Center feed, you can now give at the product level, all these different attributes to let Google know how to handle your products in AI mode.
19:50.876 --> 19:55.138
[SPEAKER_02]: So for example, you can give it within the feed specific product Q and A's.
19:55.778 --> 20:05.280
[SPEAKER_02]: like these are questions and these are answers so that it then knows the kinds of prompts to place you against or you can tell it what related products are.
20:05.720 --> 20:16.903
[SPEAKER_02]: So if there is a phone case and you also sell the phone, like maybe it could figure that out but you can now put that straight into the feed so it knows what those associations are.
20:17.403 --> 20:23.366
[SPEAKER_02]: So I say all this to say, feed attributes, I know sounds like one of the delist possible areas of Google ads.
20:23.686 --> 20:31.631
[SPEAKER_02]: But, you know, your Google Merchant Center feed information is how even your standard shopping campaign decides who to target and what the ad looks like.
20:31.671 --> 20:33.772
[SPEAKER_02]: Never mind your AMX, PMAX, et cetera.
20:34.072 --> 20:35.593
[SPEAKER_02]: So getting those attributes right.
20:36.073 --> 20:38.595
[SPEAKER_02]: completely can change your performance of your ad.
20:38.615 --> 20:56.147
[SPEAKER_02]: So that's I want to highlight some of these new attributes folks may not be aware of that you may want to take a look at and if you're not rolling them out across your whole feed like pick the top 5 to 10% of your products and make sure you are updating these attributes either in Google Merchant Center through a supplemental feed or to your feed management provider.
20:56.685 --> 21:05.468
[SPEAKER_01]: Yeah, it does sound like the days of just letting the tech rip the content off your website and spit it into Google Merchants Center are definitely over now.
21:05.528 --> 21:15.032
[SPEAKER_01]: There is feed optimization and feed merchandising, which was very possible before, but is clearly critical now if you want to win the game.
21:15.560 --> 21:24.223
[SPEAKER_02]: Yes, and I mean, getting that automatic, if you have a Shopify store and it automatically creates a feed and you connect the Google channel, great for getting started that way by all means.
21:24.263 --> 21:38.148
[SPEAKER_02]: But if you're managing Google ads in house for a brand, if you're working at an agency, feed management is so, so important because it determines like what the ad looks like and what you serve on that's where you do the targeting of the creative for your product ads.
21:38.208 --> 21:39.208
[SPEAKER_02]: It's in merchant center.
21:39.248 --> 21:40.669
[SPEAKER_02]: It's not in Google ads itself.
21:41.147 --> 21:48.270
[SPEAKER_01]: When going slightly tangential here, but maybe I'm adding two and two together and getting 20, so do tell me if I am.
21:48.810 --> 22:03.536
[SPEAKER_01]: But if we've now got the ability to target shopping on a size of basket for Google, then having set up related products in our product feed is going to massively help Google increase the baskets.
22:04.156 --> 22:12.623
[SPEAKER_02]: It could potentially as adds practitioners and as the public, we don't have visibility into what people are typing into AI and what they're searching for.
22:12.643 --> 22:15.766
[SPEAKER_02]: Like our ads can show there, Google just gives us no reporting on it.
22:16.166 --> 22:29.818
[SPEAKER_02]: So that absolutely could help, you know, a specific user or variety of users who are talking to AI mode or engaging with AI overviews to get the right recommendations from you, from your business and increase that average order value, absolutely.
22:30.567 --> 22:33.892
[SPEAKER_01]: Okay, what else in creative is new and worth paying attention to?
22:34.448 --> 22:36.009
[SPEAKER_02]: I mean, of course, we have to talk about AI.
22:36.389 --> 22:38.350
[SPEAKER_02]: So there are lots of AI features.
22:38.430 --> 22:49.137
[SPEAKER_02]: You'll find some of these within Google Merchants Center itself, and you'll find some of them within Google Ads in asset studio, and some of those features are the same and some are different.
22:49.277 --> 22:52.619
[SPEAKER_02]: I genuinely think this is just two product teams at Google if they don't talk to each other.
22:53.059 --> 23:00.244
[SPEAKER_02]: So features you will find, either in Merchants Center, in Google Ads assets studio or in both, include things like
23:00.764 --> 23:10.053
[SPEAKER_02]: background removal, for example, or a scene replacement, so let's say you have, you know, a mug and it's Halloween coming up and you want it pumpkins and things in the background.
23:10.093 --> 23:11.595
[SPEAKER_02]: It can, you know, do that with a click.
23:11.855 --> 23:16.239
[SPEAKER_02]: And what's cool is you can then download those photos and use them on social media on elsewhere.
23:16.259 --> 23:21.324
[SPEAKER_02]: You don't have to just use them in Google, video generators and a mission generators.
23:21.744 --> 23:28.314
[SPEAKER_02]: all these different ways that we can use AI to augment your existing product photos.
23:28.634 --> 23:36.546
[SPEAKER_02]: So I would not say that this replaces a skilled designer at all, this is AI, but this is more for teams that perhaps don't have access to
23:36.766 --> 23:42.451
[SPEAKER_02]: a designer or around the holiday season your design team is overloaded and literally has no more capacity.
23:42.831 --> 23:47.895
[SPEAKER_02]: Then for some of those more simple basic tasks this can be a really helpful tool to use.
23:47.975 --> 23:50.997
[SPEAKER_02]: Although your ads will have an AI disclosure.
23:51.057 --> 23:51.698
[SPEAKER_02]: I know, uh,
23:51.878 --> 24:10.223
[SPEAKER_02]: New York either city or state now has rules around that I would expect that to happen in more jurisdictions, even in Google's ads transparency center, which is like the Google ads library, we're now starting to see disclosures there, not just about who paid for this ad and why you were targeted, but like if this ad contains AI.
24:10.263 --> 24:11.543
[SPEAKER_02]: So that just is a caveat.
24:11.963 --> 24:19.605
[SPEAKER_02]: I want to give folks that if you do use any of these AI tools, there are now disclosures and things that are starting to roll out to users in certain places.
24:20.325 --> 24:28.649
[SPEAKER_01]: And you mentioned video, which apart from YouTube adds, which I would imagine, the majority of our listeners are not proactively.
24:29.209 --> 24:40.155
[SPEAKER_01]: They may be advertising now without knowing, but they're probably not actively trying to do it, is video now becoming a thing in Google, because it has to at some point become a thing in Google ads.
24:40.235 --> 24:44.017
[SPEAKER_01]: If we look at all the rest of the digital advertising platforms.
24:44.557 --> 24:45.758
[SPEAKER_01]: Well, we have video video thing.
24:45.778 --> 24:47.380
[SPEAKER_02]: If you're not on video, you are missing out.
24:47.400 --> 24:54.386
[SPEAKER_02]: And when I say on video, I do not mean that you need to have a multimillion dollar production and a giant YouTube budget.
24:54.706 --> 25:03.114
[SPEAKER_02]: I actually have quite a few Google ads coaching clients now who are small businesses by which I mean, they spend less than a hundred dollars a day on ads.
25:03.554 --> 25:10.120
[SPEAKER_02]: And they're running video campaigns, either a demand gen campaign or a video campaign, five to ten dollars a day.
25:10.781 --> 25:12.722
[SPEAKER_02]: and seeing really great results for it.
25:12.782 --> 25:16.403
[SPEAKER_02]: Sometimes a way that can be really useful is on a retargeting basis.
25:16.843 --> 25:21.304
[SPEAKER_02]: So just showing ads to people who've been to your website before, who've engaged with your videos before, staying in touch.
25:21.724 --> 25:25.165
[SPEAKER_02]: Another way that can be helpful is from a prospecting perspective.
25:25.425 --> 25:34.388
[SPEAKER_02]: For example, let's say this may not be as applicable to an e-commerce business, but if you're operating, you do business in one town, like you have one store and one town.
25:35.148 --> 25:38.371
[SPEAKER_02]: Targeting the whole town through YouTube can cost $10 a day.
25:38.691 --> 25:48.700
[SPEAKER_02]: And so even if you don't see direct row ads from that one campaign, it can be absolutely worth it to take 5 to 10% of your budget and just make sure you're reaching everybody.
25:48.720 --> 26:00.570
[SPEAKER_02]: I have an example of this from one of my clients working with a home services business and that business owner got four different phone calls in the first month of people who said, hey, I saw your ad on the TV.
26:01.450 --> 26:06.613
[SPEAKER_02]: I saw your ad on the TV and it wasn't traditional tea, it was YouTube on TVs.
26:07.053 --> 26:16.678
[SPEAKER_02]: And so even bringing that into the e-commerce space, and you can't just launch a shopping or a P-Max campaign on November 1st and expect to kill it Black Friday, right?
26:16.698 --> 26:20.520
[SPEAKER_02]: You have to build demand before you capture demand.
26:20.640 --> 26:26.983
[SPEAKER_02]: And so a demand, Jen campaign in Google ask me a great way to do that if you have not already launched one, like do so today.
26:27.323 --> 26:28.524
[SPEAKER_02]: Okay, holidays are coming up.
26:29.204 --> 26:32.746
[SPEAKER_02]: And you can start with a very modest budget of $10 to $20 a day.
26:33.326 --> 26:36.008
[SPEAKER_02]: Unlike in PMAX, you can choose your targeting.
26:36.408 --> 26:39.470
[SPEAKER_02]: You can attach your merchant center fee to it if you want to.
26:39.770 --> 26:44.973
[SPEAKER_02]: And you can even start to manage in with just images, and show image ads on YouTube.
26:45.413 --> 26:56.099
[SPEAKER_02]: But I would definitely recommend thinking about YouTube, building that mid funnel awareness, getting people interested so that as the big holiday purchasing times come around, you can capture that demand
26:58.187 --> 27:12.553
[SPEAKER_01]: Even if you don't have a physical store to give you which city to target on, you just have a quick look at your stats and you can find which cities, which counties, which states are the ones where most of your customers are.
27:13.217 --> 27:16.301
[SPEAKER_02]: Run the out there, you know.
27:16.341 --> 27:17.543
[SPEAKER_02]: Do you hear the test, right?
27:17.563 --> 27:27.877
[SPEAKER_02]: Like, maybe this year you pick three cities, counties, states, however you define it, run video there and know where else and just let it run.
27:28.397 --> 27:29.819
[SPEAKER_02]: And six to 12 months from now,
27:30.817 --> 27:34.759
[SPEAKER_02]: Look at what your brand demand looks like, meaning people searching for your brand specifically.
27:35.119 --> 27:39.522
[SPEAKER_02]: Look at your conversion rates and shopper behavior in those places versus others.
27:40.082 --> 27:43.684
[SPEAKER_02]: And I would be very surprised if you don't notice any difference at all.
27:44.224 --> 27:47.246
[SPEAKER_01]: Yeah, it's a super easy thing to test for low money.
27:47.286 --> 27:48.767
[SPEAKER_01]: Now we have that geographic targeting.
27:49.427 --> 27:55.771
[SPEAKER_01]: Yeah, Jill, anything else, the audience needs to know about that they need to take action on with good glads for this coming peak season.
27:56.431 --> 28:00.012
[SPEAKER_02]: I would just say remember that it is a marathon and not a sprint.
28:00.552 --> 28:06.074
[SPEAKER_02]: So, you know, September by now, you should have your holiday strategy locked and loaded.
28:06.494 --> 28:12.236
[SPEAKER_02]: I would say October 1st would be like the latest to start your holiday campaigns.
28:12.996 --> 28:21.759
[SPEAKER_02]: You're going to want to probably be cross channel, not only doing shopping and search, so whether using P-max to hit other channels or demand
28:23.319 --> 28:24.540
[SPEAKER_02]: You want to be reaching people.
28:24.840 --> 28:27.561
[SPEAKER_02]: You want to have great offers, great messaging, right?
28:27.581 --> 28:29.141
[SPEAKER_02]: All those core marketing things.
28:29.581 --> 28:34.263
[SPEAKER_02]: And then black Friday and cyber Monday are huge global shopping events right now.
28:34.723 --> 28:35.683
[SPEAKER_02]: But it's not over then.
28:35.723 --> 28:39.885
[SPEAKER_02]: There's tons more shopping that still happens in December in the lead up.
28:40.205 --> 28:40.785
[SPEAKER_02]: And then even
28:41.305 --> 28:51.289
[SPEAKER_02]: After Christmas, then there's a ton more shopping behavior as people are spending the gift cards or monies or doing exchanges or boxing day, which we haven't counted as well as the UK.
28:51.669 --> 28:59.851
[SPEAKER_02]: So really budget and plan for the entire holiday season, not just Black Friday, Cyber Monday.
28:59.911 --> 29:03.993
[SPEAKER_02]: And then even if you're in certain industries, January could be your peak season.
29:04.553 --> 29:09.494
[SPEAKER_02]: at leisure, right, or meal kits so many businesses where January could be even bigger.
29:09.534 --> 29:11.014
[SPEAKER_02]: So it ain't over till it's over.
29:11.675 --> 29:16.956
[SPEAKER_02]: And make sure you're budgeting and planning appropriately for the entire peak period.
29:17.856 --> 29:21.357
[SPEAKER_01]: Well, sir, OK, Jill, it's been great chatting to you about all of this.
29:21.757 --> 29:23.997
[SPEAKER_01]: This doesn't make sure you stay tuned right to the end.
29:24.017 --> 29:30.919
[SPEAKER_01]: So you don't miss out on Jill's inside the tips on Google Ads and my suggestions, for other ways, we can help you improve things even further in your businesses.
29:33.356 --> 29:38.678
[SPEAKER_01]: Okay, so far we've gone deep into which new Google ads features you need and a few you don't.
29:39.118 --> 29:42.880
[SPEAKER_01]: Now you get to hours with your insider knowledge about the whole of Google ads.
29:43.040 --> 29:50.662
[SPEAKER_01]: So for the following questions, your answer can be anything to do with Google ads, which of course does include everything we've already been talking about.
29:50.722 --> 29:52.503
[SPEAKER_01]: Jill, are you ready for the insider tips?
29:52.963 --> 29:53.584
[SPEAKER_02]: Bring it on.
29:54.024 --> 29:56.685
[SPEAKER_01]: Okay, let's start with new advice.
29:56.765 --> 30:00.746
[SPEAKER_01]: If we even spy on someone to take their first step, what do they need to know to give
30:03.946 --> 30:07.190
[SPEAKER_02]: adds poor fuel on an already burning fire.
30:07.891 --> 30:15.640
[SPEAKER_02]: And what I mean by that is if you're just getting started with Google ads and you haven't yet figured out, what's the right positioning for your product?
30:16.081 --> 30:17.663
[SPEAKER_02]: Is your landing page optimized?
30:17.703 --> 30:19.385
[SPEAKER_02]: Do people even want what you're selling?
30:19.665 --> 30:21.287
[SPEAKER_02]: Then ads don't fix that problem.
30:21.647 --> 30:23.409
[SPEAKER_02]: They just make that problem worse.
30:24.030 --> 30:31.795
[SPEAKER_02]: And so I like to give the example, you know, I have one client who invented a new product in the pet space and ads have been amazing for his business.
30:31.815 --> 30:34.256
[SPEAKER_02]: And he thinks I'm magical for teaching Google ads.
30:34.537 --> 30:35.697
[SPEAKER_02]: And I tell them, no, no, you're magic.
30:35.717 --> 30:37.018
[SPEAKER_02]: You invented the product, right?
30:37.058 --> 30:39.640
[SPEAKER_02]: There is demand and ads are capturing that.
30:40.080 --> 30:46.682
[SPEAKER_02]: Whereas I had another coaching client who came to me with a product that he wanted to sell and people didn't want it.
30:46.882 --> 30:50.323
[SPEAKER_02]: No one was searching for that product when they were searching for something similar.
30:50.363 --> 30:54.224
[SPEAKER_02]: They bounced off the website and that was a problem that ads can't fix.
30:54.364 --> 30:55.664
[SPEAKER_02]: I was not able to help him.
30:56.145 --> 31:02.066
[SPEAKER_02]: So you need to have something that people want to buy and then ads can work really well.
31:02.106 --> 31:07.408
[SPEAKER_02]: But if you don't have the marketing basics down, then running ads will be lighting your money on fire.
31:08.028 --> 31:09.089
[SPEAKER_01]: I love that phrase.
31:09.810 --> 31:12.472
[SPEAKER_01]: Ads is pouring fuel on a fire that already exists.
31:12.532 --> 31:14.573
[SPEAKER_01]: I may have to steal that and repurpose it.
31:15.014 --> 31:17.776
[SPEAKER_01]: It's perfect that it gets the heart of the issue.
31:18.556 --> 31:21.078
[SPEAKER_01]: Once you've started, of course, you've got to keep optimizing.
31:21.098 --> 31:23.420
[SPEAKER_01]: So what's your favorite way to improve performance?
31:24.341 --> 31:24.781
[SPEAKER_02]: Do less.
31:25.717 --> 31:28.019
[SPEAKER_02]: People try so much to do more, do more.
31:28.079 --> 31:30.922
[SPEAKER_02]: Test this, do that, turn this on, try that, add this, do that.
31:31.902 --> 31:33.984
[SPEAKER_02]: And you just kind of optimize yourself into a hole.
31:34.885 --> 31:41.551
[SPEAKER_02]: So my favorite way to improve performances is just to zoom out and prioritize and actually just try to do a little bit less.
31:42.825 --> 31:49.711
[SPEAKER_01]: That's such an unheard Google advice, but such great Google ads advice.
31:49.731 --> 31:50.893
[SPEAKER_02]: It's like, thank you.
31:50.973 --> 31:51.573
[SPEAKER_02]: Thank you.
31:51.633 --> 31:53.235
[SPEAKER_01]: Spread that budget across everything.
31:53.255 --> 31:55.197
[SPEAKER_02]: You're not going to learn anything for six months or more.
31:55.217 --> 31:58.199
[SPEAKER_02]: I'm going to try to optimize your campaigns every single day.
31:58.339 --> 32:00.441
[SPEAKER_02]: You are making it worse, not better.
32:00.582 --> 32:02.824
[SPEAKER_02]: So just zoom out, do less.
32:03.864 --> 32:08.065
[SPEAKER_02]: Okay, if someone listing wants to learn more, is there a cheap or free resource you would recommend?
32:08.625 --> 32:15.668
[SPEAKER_02]: My inside Google Ads podcast, wherever you are listening to this, you can listen to inside Google Ads, just look it up.
32:16.548 --> 32:19.689
[SPEAKER_01]: Simple as that, and it's must listen to everybody, so do.
32:20.329 --> 32:28.351
[SPEAKER_01]: If you're into your Google Ads, we only do it once a year, Jill does it 12 months of the year, so go and get yourself signed up to the inside Google Ads podcast.
32:30.672 --> 32:32.092
[SPEAKER_01]: crystal ball time.
32:32.152 --> 32:32.933
[SPEAKER_01]: There we are.
32:32.953 --> 32:36.814
[SPEAKER_01]: Squats coming up in the next six to 12 months that we should be getting ready for.
32:37.514 --> 32:44.816
[SPEAKER_02]: I mean, always more AI, AI, AI, AI, but with that, I will say with more AI, AI, it's not again.
32:44.936 --> 32:46.156
[SPEAKER_02]: It's not about doing more.
32:46.176 --> 32:46.956
[SPEAKER_02]: And what are we going to launch?
32:46.976 --> 32:48.077
[SPEAKER_02]: And now we're going to take advantage of AI.
32:49.360 --> 32:51.561
[SPEAKER_02]: Focus on your fundamentals.
32:51.641 --> 32:55.984
[SPEAKER_02]: If you have a solid campaign structure for conversion tracking is properly set up.
32:56.004 --> 32:58.445
[SPEAKER_02]: Your merchant center feed is in tip top shape.
32:58.865 --> 33:05.209
[SPEAKER_02]: You'll be well positioned to take advantage of the new ad formats and new surfaces that are sure to be coming with AI.
33:05.589 --> 33:14.534
[SPEAKER_02]: So yes, shiny object exciting, but just focus on your fundamentals and then you will succeed with whatever Google dreams up next over the next six to 12 months.
33:15.158 --> 33:15.658
[SPEAKER_01]: No, I see.
33:15.698 --> 33:17.940
[SPEAKER_01]: With all these new things, it's always the fundamentals.
33:18.080 --> 33:19.021
[SPEAKER_01]: She got the fundamentals.
33:19.041 --> 33:19.741
[SPEAKER_01]: It's boring, but true.
33:20.301 --> 33:20.942
[SPEAKER_01]: Yeah.
33:21.202 --> 33:22.883
[SPEAKER_01]: Jill, we are very nearly into the show.
33:23.003 --> 33:27.446
[SPEAKER_01]: Could you please let the list us know a bit more about what you do and when they can find you?
33:28.127 --> 33:28.747
[SPEAKER_02]: Absolutely.
33:28.867 --> 33:34.951
[SPEAKER_02]: I'm a Google Ads coach, which means that I help agencies, marketers, freelancers, get better results from Google Ads.
33:35.011 --> 33:42.676
[SPEAKER_02]: I've actually now completed more than 1,000 Google Ads coaching calls with more than 350 clients since I left Google in 2021.
33:43.837 --> 33:51.881
[SPEAKER_02]: So, you can learn more about me on my website, JYLL.ca, as well as my courses, book, audits, all that other great stuff.
33:52.521 --> 33:52.901
[SPEAKER_01]: Brilliant.
33:52.941 --> 33:56.143
[SPEAKER_01]: Well, Jill, thank you so much, being on the K-pop twice in podcast.
33:56.163 --> 33:57.864
[SPEAKER_01]: It's always great to catch up with you.
33:57.924 --> 33:59.644
[SPEAKER_01]: So, thank you for bringing us such great advice.
34:00.065 --> 34:00.885
[SPEAKER_02]: Thanks for having me.
34:03.157 --> 34:05.219
[SPEAKER_01]: always a pleasure to catch up with Jill.
34:05.259 --> 34:07.541
[SPEAKER_01]: And how much good stuff did she just bring us then?
34:07.681 --> 34:17.169
[SPEAKER_01]: So we talked about the new stuff on Google as much, maybe you've seen it lurking around the console, maybe you've used it, maybe you haven't found it yet.
34:17.249 --> 34:20.952
[SPEAKER_01]: She took us through what you need to know about in the Bids and Budgets arena.
34:21.032 --> 34:25.756
[SPEAKER_01]: And certainly, I think for me, the most exciting one was that maximised conversion value in shopping option.
34:26.396 --> 34:30.439
[SPEAKER_01]: But a couple of other options, so promotion mode and the smart bidding exploration there too.
34:31.220 --> 34:39.726
[SPEAKER_01]: Then we got me done to targeting and we talked about AI Max for shopping, which is that kind of halfway house between full P Max and just standard shopping.
34:40.506 --> 34:55.736
[SPEAKER_01]: And we also talked about the customer life cycle goals, which is theoretically if you get your input set up right, the way where you can go, this is purely a recruitment campaign or this is purely a retention campaign or long with a whole world of other things too.
34:56.176 --> 34:58.358
[SPEAKER_01]: So lots of cool stuff there to be looking at and then
34:59.238 --> 35:11.521
[SPEAKER_01]: In the world of creative, unsurprisingly, huge opportunities and huge new stuff in Google Merchant Centre, I think they might have not changed that for 15 years and now there's so much going on in there.
35:11.541 --> 35:12.722
[SPEAKER_01]: So there's lots of good stuff.
35:13.502 --> 35:22.484
[SPEAKER_01]: And like Jill said, even if you only have time to add the additional attributes for your top 10% bestselling products, do it, see what happens.
35:22.604 --> 35:26.145
[SPEAKER_01]: The more data you give Google, the better a job they're going to be able to do for you.
35:26.165 --> 35:26.385
[SPEAKER_01]: So I
35:29.006 --> 35:43.456
[SPEAKER_01]: And then video, test out some demand gen, some of that top of funnel activity, and to make it super testy, I suppose, do you want to do those geographic segmentations we were talking about?
35:44.016 --> 35:44.536
[SPEAKER_01]: And as she said,
35:45.637 --> 35:47.778
[SPEAKER_01]: It's not all about one week at the end of November.
35:48.138 --> 35:52.099
[SPEAKER_01]: There is warming up the campaigns that you should be doing from around about now.
35:52.179 --> 35:58.180
[SPEAKER_01]: You've got what happens post, Black Friday, the rest of December, you've then got a Wappers post Christmas.
35:58.560 --> 36:00.901
[SPEAKER_01]: Some of you will have massive sales on Christmas Day.
36:01.601 --> 36:05.802
[SPEAKER_01]: There's lots of opportunity over the coming months, not just that one week at the end of November.
36:06.702 --> 36:08.883
[SPEAKER_01]: huge, huge thanks to Jill for that.
36:08.923 --> 36:17.645
[SPEAKER_01]: You can get our notes from this episode, the links to the things we talked about, the full transcript, important notes, and more to keepoptimizing.com.
36:18.065 --> 36:27.688
[SPEAKER_01]: You could also use our special director episode short links, just put keepopt.com forward slash the number of this episode into the URL bar, and you'll go straight to the right page of the website.
36:28.328 --> 36:35.690
[SPEAKER_01]: When you get to the website, you could also add yourself to our email list, so you don't miss out on the other things I share to help you improve your business.
36:36.250 --> 36:39.972
[SPEAKER_01]: Thank you for tuning in to this episode of the keypoptimizing podcast.
36:40.413 --> 36:52.920
[SPEAKER_01]: If you've enjoyed this one and want to continue learning about Google Ads right now, then pick up or thread of Google Ads episodes that scroll back up your feed to find the last set we did about 12 months again now.
36:53.701 --> 36:53.821
[SPEAKER_01]: And
36:54.461 --> 36:58.983
[SPEAKER_01]: or you can go to our website, head to keepopt.com for slash google ads.
36:59.003 --> 37:08.048
[SPEAKER_01]: We will find all our past google ads episodes, including the last one we did with Jill, which was all about targeting, deep dive into targeting.
37:08.088 --> 37:11.410
[SPEAKER_01]: So if you're working on that at the moment, that's well worth listening to.
37:12.230 --> 37:22.896
[SPEAKER_01]: And please do tell your fellow marketers about the show and the fact that we're covering Google ads at the moment because we want to help as many of you as possible to improve the performance of your e-commerce marketing.
37:23.436 --> 37:29.359
[SPEAKER_01]: Have a great week and make sure you listen to the next episode so I can help you to keep optimizing your marketing.
