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Google News Recap: Paid Search Insights

Apr 30, 2025

Paid Search Girls Podcast: Google News Announcement Recap

Introduction

  • Hosts: Amit and co-host
  • Combined 30 years of experience in paid search
  • Managed millions of dollars in ad spend
  • Attended a Google news announcement
  • Aim: Discuss new updates and enhancements from Google

Key Announcements

Enhanced Visibility in Performance Max

  • Significant improvements in reporting from Google
  • Enhanced visibility crucial for advertisers

New Channel Reporting in Performance Max

  • Includes campaign level summaries across:
    • Search
    • YouTube
    • Discovery
    • Gmail
    • Display
    • Search partners
    • Maps
    • Shopping
  • Ability to see which channels are engaging customers but no control over goals at channel level

Strategist Role

  • Move from lever-pulling to more strategic analysis
  • Use insights to correlate changes in other media and marketing activities

Placement Reports

  • Availability of placement reports for display and YouTube
  • Skepticism about control over placements like children’s channels

Reporting Improvements

Detailed Metric Reporting

  • Metrics:
    • Impressions
    • Clicks
    • Cost
    • Conversions
  • Ability to add negatives directly from report, similar to search
  • Columns to differentiate between search, shopping, PMAX

Beta Enrollment

  • Expected to start post-May 21
  • Not immediate rollout but in the pipeline

Concerns and Considerations

Brand and Performance Max

  • Historical challenges with brand search measurement
  • Potential hesitance due to previous training and strategies

AI and Human Oversight

  • Importance of human input in AI-driven campaigns
  • Use additional data for better decision-making without excessive changes

Asset Level Reporting

  • Detailed performance metrics at the asset level
  • Diagnostics for each channel

Recommendations and Diagnostics

  • Suggestions for improvement e.g., URL expansion for search limitations
  • Encouragement to think critically about AI-generated recommendations

Additional Notes

  • No search partner controls in current update
  • Lack of historical data; focus on future data collection
  • Increased focus on usability for novice advertisers

Closing Thoughts

  • Hosts encourage exploration of new features
  • Urge caution in immediate changes, recommend data collection first
  • Recognize large-scale changes take time in big corporations like Google
  • Anticipation for industry feedback and further discussions
  • Reminder: Engage and subscribe to the podcast for more updates

Overall, the podcast provides an insightful discussion on recent Google updates, emphasizing improved reporting and strategic use of data in Performance Max campaigns.

Full transcript