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Insights from Jenny Marvin on Google Ads

May 1, 2025

Lecture Notes: Interview with Jenny Marvin on Google Ads

Introduction

  • Speaker: Nava Hopkins from Optimizer with Jenny Marvin, Google Ads Liaison
  • Purpose: Discuss recent changes and insights into Google Ads
  • Background: Jenny Marvin’s transition from Third Door Media to Google Ads

Exciting Changes in Google Ads

  • PPC Evolution: Constant evolution in the field, now at an exponential change pace
  • Mobile vs AI: AI advancements are seen as a bigger shift than mobile transition
  • Consumer Behavior: Marketers need to adapt to changing consumer behavior in search and device usage

Auction Dynamics and Ad Placement

  • Clarification on Auctions: Top ads, bottom ads, shopping, and local ads have separate auctions
  • Ad Rank Impact: Determines eligibility and position; high ad rank generally leads to lower CPC unless in competitive scenarios

Impression Share and Quality Score

  • Recent Experiment: May affect impression rates but shouldn’t affect other metrics
  • Quality Score: Fundamentals remain unchanged; landing page relevance is key
    • Recent Update: Ads with limited navigation on landing pages shown less due to poor UX

AI and Future of Ads

  • AI-Specific Ads: No specifics shared, but it's a major focus area for development
  • Role of Landing Pages in AI: Remains significant; creative assets inform generated assets

Performance Max (PMax)

  • Perception Issues: Seen as a "lazy man's" campaign but can be complementary to other campaigns
  • Exclusions and Flexibility: Excessive exclusions can hinder AI performance
  • Channel Specific Settings: Demand Gen has channel settings due to different objectives
  • Conversion Requirements: Data quality is crucial; micro-conversions can help smaller accounts

Keyword Targeting and Strategy

  • No Plans to Remove Keywords: Keywords still play a role but are enhanced by AI
  • Keyword Strategy for 2025: Broader approach recommended, focus on theming

Account Management Strategies

  • Old vs New Accounts: Evolve gradually for older accounts, embrace new techniques for new
  • Video and Creative Tools: Importance of targeted video; AI tools can aid creative enhancement

Feedback and Documentation

  • Reporting Issues: Specificity in feedback (use of CID) aids resolution
  • Staying Updated: Google support is the primary channel for issues

Outlook for 2025

  • Go-Do Recommendations:
    • General: Ensure measurement foundations are solid
    • Lead Gen: Focus on CRM data integration
    • E-commerce: Utilize creative tools for product imagery
  • Image Quality: Serving frequency can indicate image quality

Final Thoughts and Advice

  • For Future Marketers: Be curious and understand your market; tools are not strategies
  • Contact Information for Jenny Marvin: Available on Twitter, Blue Sky, Threads, and LinkedIn

Conclusion

  • Engagement Encouraged: Feedback on content and appreciation for Jenny Marvin

These notes summarize the key points and insights shared during the interview with Jenny Marvin on the state and future of Google Ads. The notes capture the essence of the discussion, providing a useful guide for studying Google's evolving advertising landscape.

Full transcript