EP253 - The Future of Search & PPC

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Hello and a warm, welcome to
this week's episode of the PPC

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chat around up.
In today's episode, we have

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Julie taken us on a very timely
topic, the future of search.

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And PPC I say is particularly
timely because recently Google

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released an interview that I did
amongst amazing other names like

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as a math Med as well as carry
Rose as you'll know of rise at

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7:00 and several other like big
names in our industry in the UK

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hair and it was just a great
chat about About what we think

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about Ai and search in the
future.

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And I mentioned about how we're
very much like private

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investigators.
And I talk more about that about

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how really to the strategists
that are going to get a lot

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busier than any other people.
I know would be safe for a

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while, people see managers roles
are die now and I think that,

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yeah, Google is trying to get
towards that.

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I don't know how many years is
going to happen.

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It might be in the next few
years.

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Google my wait for the next five
years for that.

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But yeah, I think the world of,
especially search execs, you

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know?
Jr's who do old like the

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reporting and the big changes.
Those kind of roles are going to

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be.
I feel sunsetted really very

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soon and not too long ago so
let's get into that.

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Hello and a warm, welcome to
this episode of the PPC Chad

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round up a podcast where I round
up the Twitter discussion that

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happens on Tuesdays at 5 p.m.
GMT.

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I'm your host, Andrew and I'm
recording from my studio here in

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London UK.
And I use this platform to

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share, not just expert but also
my ideas and considered best

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practices about paid media and
the direction the digital

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industry is going in.
So if you want to keep up to

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date with my tips and tricks and
get the latest on the podcast

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that has been called your go to
even if you don't make it to the

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PPC chat live discussion.
And even if you do then like,

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follow share and retweet on
that, right?

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Twitter with my handle, the
marketing, a new or join us on

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LinkedIn.
Just look for my profile and

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you're a big baller, you know, I
love to chat.

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I love doing a Tuesday.
Paul today was about Ai and

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responsive search ads on,
whether AI has dramatically

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changed, how you write ads.
I was quite interested about how

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there's a high percentage of
people.

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I was like not at all.
They hasn't said, that's very

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interesting, or you can check us
out on Instagram at PPC, chat

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underscore round up.
So that's at PPC, chat on the

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score, Round Up to get quotes
and Snippets from previous

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episodes.
So as I said earlier on, we have

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Julie leading us on on the
future of the search and PPC

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which is something that really
should be on our minds.

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I know there's lots of work to
be going on, lots of meetings to

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be done but really the future
and how it's going to is Only

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involving is barreling at us at
a high Pace rate.

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We're going to have like, a
Google marketing live.

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Again, another one this year in
a few weeks time where Google

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will to be talking about its
main priorities for the next

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year.
So interesting, how AI is going

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to be developed even more before
we get into the questions.

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As Julie always says, this chat
is intended for PPC,

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Professionals of all levels.
If you have something you want

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to share, please do we are
friendly and supportive

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Community, please.
Don't be afraid to participate.

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And of course, lurkers and
listeners of the podcasts are

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always welcome to.
So if you want to just sit back

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and learn please, you are
absolutely welcome.

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So Julie starts us off with
question one saying, have you

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spent any time thinking about,
or pondering the future of

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search, and or PPC?
Or are you too busy dealing with

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the today?
And right now, Matthew restarts

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a software saying I'm busy
today, but regarding the Future,

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IT crosses my mind.
But I know I can't control it.

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So I just need to adapt us as
and when I feel, we will always

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be needed in some capacity.
As we always find a way to

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manipulate the machine to do
what we want.

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Greg response saying, always
thinking about it in terms of

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what our goal with dash dash,
dash /.

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What if the ability to do?
This went away tomorrow.

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Then considering what's
controllable?

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What should we be trying to
control?

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Where can we gain an advantage?
What?

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Inevitable, Angela gives you
answers while saying I am always

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thinking about where things are
headed in both search in general

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and in PPC specifically,
especially lately with all of

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the AI hype talk and I was like,
oh definitely I'm just a

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Shameless.
Plug is Google even interviewed

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me about my thoughts on it and
how AI is going to affect search

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ads and how it's going to affect
such as in the future?

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If you go to my LinkedIn
profile, I have a featured post

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that has the link to it.
So, not trying to also boost my

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profile.
But still, I mean, it's on the

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think, with google.com site, but
yeah, it's a deep link and yet

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too long for me to start saying
here Ashton clock response.

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Question one saying when changes
are made in a current day, I try

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to think about the bigger
picture of, where the platform

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wants to take us example,
Piedmont, replacing various

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campaign types.
Will they come for display next?

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What about search, but overall
mainly busy with changes in the

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present.
So if you look in response,

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Someone sing whilst I always
keep an eye on announcement

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talking points and development.
I am really interested in the

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future landscape of PPC, and
search.

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And then we go on to question 2.
Where Julie asks, where do you

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think search is headed?
There has been so much talk

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about Ai and surge with motor.
Come with Google's I/O happening

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tomorrow.
What are your thoughts or

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prediction?
So Google I/O.

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So that's I hyphen or I think is
a webinar.

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Google is running tomorrow.
Yeah, I'm night.

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Try to attend that I do.
Have quite a bit of space in my

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calendar tomorrow.
See if I can attend that Travis

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response to question too soon.
I think Google has a lot left to

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prove before, AI machine
learning.

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Take the reins either that or
will have no choice.

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But to adopt my prediction is
that in time, Google will change

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enough about how keywords
function that they become

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obsolete.
Signals will become the new

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keywords Anjali goes.
This is definitely coming and I

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think it's timeline is being
accelerated.

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Oh God, that's scary.
Melissa goes.

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Yep.
In talking about signals for a

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while now, I hope keywords don't
go away by think they will be

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used differently than they are.
Now, if at all, and mine was

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more of the whole how roles will
change?

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That's the one, my prediction
went towards and I was like,

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strategists will have the most
to do bad.

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Ones will be weeded out quickly.
So the ones who have been giving

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shoddy advice will be weeded
out.

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Everything else will be
automated, so yeah, client will

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also put a lot more pressure on
us to make a platform work for

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them and they'll want platforms
to me grow as targets a lot more

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immediately.
So yeah, branding will be very

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hard to prove because we'll all
be about cost of sale will be

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about return on ad spend and
just about that making sure that

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revenues working for us.
So if you look in response to

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question to see and I think we
will lose control over a lot of

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aspects of keyword ad copy
targeting and this will mean

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that we will have to get better
at the strategy side of things.

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So similar to what I said, the
good Specialists will Always

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adapt and Julie has
self-response question to say I

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was going to invade every aspect
of search.

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The question is, how much, and
which parts will have staying

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power?
We don't know the answer to

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that.
Yet Greg response to that

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saying, one of the smartest
things for Google to do would be

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to include barred in such
Partners.

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If you want advertising on
board, you got it advertised

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everywhere else.
Oh God, Julie goes.

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Don't give them this kind of
ideas and I agreed don't give

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them those kind of ideas.
Greg, we have Boggs Spawn

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discussion to same search
algorithms, need Improvement for

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sure but I don't trust Google to
build an AI powered search

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engine when they can't even get
the existing platform straight.

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Yeah, I agree.
Dwayne Brown response to

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question once and I think about
it.

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Also cannot predict it a
shopping feed world is one thing

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that is 90%, a sure thing who
makes the feed is another story.

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Also, trying to deal with the
hair now and the tomorrow for 20

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23, which is GA Julie takes us
on to question 3.

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Saying, where do you think PPC
in?

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General is headed.
What is contributing to your

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opinions on this topic?
Currently, I said really my

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answer for question. 3 is the
same as my last question to, in

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terms of strategists will have
the most to do Travis response,

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question, 3 cm, I think ppc's
already redefined platforms have

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come full circle to where T V
plus radio.

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I've always been so CPM fake
CPP.

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What CPP either?
Sorry, your guess is as good as

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mine.
Line clicks will be phased out

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as the billable action paying
for outcomes will be the norm

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with machine learning.
Guiding ad serving not consumer.

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Click inputs is all about
guiding the business outputs.

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I agree doing Brown response to
question to say, modes are what

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we think of or see people do
with AI is not the final product

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in a few more years.
Lots of battle lazy product, out

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there.
Also chat gbt is a to simple

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search engine and not advanced
in any way.

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He just scrapes content off the
internet.

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I wish more people listen to
this, the way people are using

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it to, you know, totally
dramatically change, how they

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write content and use it to
write content guys, take you the

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painter.
So take it with a dollop of

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salt.
Anyway, I can clock response to

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question 2 saying, I think that
AI is here to stay, but we don't

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yet know just how much it will
change search because generative

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is probably just the start.
I think advertisers will also

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continue to lose Roll with
broader match types or no

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keywords at all, less visibility
and attribution.

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Julie answers.
Question 3 is, and I think AI is

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going to invade PPC to again.
What has staying power remains

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to be seen but I'm expecting
lots of automation, machine

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learning and AI to be on the
agenda at Google I/O and gml so

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Google marketing live in a few
weeks.

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Melissa make irresponsible for
sure, definitely something to

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watch for Dane guadagnino
response, AI has already been in

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Google PPC.
Ads for some time now.

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Yeah, automation me know about
that.

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Tim Al Halloran response to
question 2 saying, I think SEO

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and PPC are going to have to
work together closely in the

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future.
Yes, Tim can, we shut down from

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the rooftop of speaking to one
of my really good friends.

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Crystal Carter an amazing
amazing person from wakes.

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I had one issue with wigs on
Friday, and literally within an

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hour, it was all sorted out that
I'd been over charged with

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something like within That our
I've looked in my bank account,

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my money had been returned,
they're amazing.

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Check works out if you need a
CMS or you're looking to build a

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site.
Anyway, I was telling her about

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how we need to do a podcast
about SEO and PPC, not just

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about how do they work well
together.

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But pulling down pulling down
the wall, pulling down the hole,

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0 & co.'s
head ppc's hair, we have to work

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closely in the future.
We have to realize how such, you

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know, discuss more about how
such effects both sides

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discussed about how Things are
happening Ico.

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People always say not PPC get a
lot more love from Google.

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And yeah, they can be the case.
But you know what, if your dad's

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favorite child is your sibling,
why don't you befriend, your

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sibling and you are whispering
to his are about the things that

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you want.
So that, you know, when your

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sibling is going to ask for
something from Dad, knowing the

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dad would always say yes.
You know, you get you get what

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you want as well.
Anyway, I think I see on PPC

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work well together as he
continues.

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I I think as here in PPC, are
going to have to work together

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closely in the future.
I think video.

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Social search engines are going
to be important and

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understanding how to rank on
them both organically and Vibe.

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Paid will start to outpace other
search engines like Google Julie

228
00:11:58,600 --> 00:12:01,700
response to that same Tick-Tock
is trying to roll such into it

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00:12:01,700 --> 00:12:05,200
more and more and you know,
Facebook has always wanted to be

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a destination that you don't
leave.

231
00:12:07,900 --> 00:12:10,100
Absolutely.
So someday Twitter will be an

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everything up to.
I don't know about that.

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00:12:12,600 --> 00:12:15,400
I think it was Liquid video and
use a video content because,

234
00:12:15,400 --> 00:12:16,500
yeah.
Facebook is more.

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00:12:16,500 --> 00:12:20,600
The, you know, you can upload a
whole bunch of stuff just posts.

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Just text is images, tracks.
Something like that.

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Anyway, so if you look in
response to question 3, since I

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00:12:26,800 --> 00:12:29,600
think PPC is going to be a
primarily automated process in

239
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the future and whilst privacy,
safety development are

240
00:12:33,000 --> 00:12:35,800
definitely driving.
A lot of changes, I can't help

241
00:12:35,900 --> 00:12:39,900
but feel that platform greed is
a key driver and Ashton clock

242
00:12:39,900 --> 00:12:43,000
response to question 3.
Same mentioned this in a tube I

243
00:12:43,100 --> 00:12:45,800
Think we'll keep losing control
visibility, Etc.

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00:12:45,800 --> 00:12:48,600
Moving forward, privacy
regulations, and platform

245
00:12:48,600 --> 00:12:51,100
updates.
Like switching to go4 will only

246
00:12:51,100 --> 00:12:53,900
continue.
So, we have to think about how

247
00:12:53,900 --> 00:12:57,600
to handle those changes and
future-proof as much as we can.

248
00:12:57,900 --> 00:13:00,900
He continues a client added.
A cookie consent.

249
00:13:00,900 --> 00:13:04,300
Pop up to one of their landing
pages which strips our

250
00:13:04,300 --> 00:13:07,900
conversion tracking.
If the user reject certain ones,

251
00:13:08,100 --> 00:13:11,000
this is probably the future so
we don't recommend, they remove

252
00:13:11,000 --> 00:13:13,000
it.
Just have to deal uncommon.

253
00:13:13,100 --> 00:13:15,800
Kate with them about the
implication.

254
00:13:15,800 --> 00:13:18,800
So that's an example.
He gives about how you know

255
00:13:18,900 --> 00:13:23,300
cookie consent issues could feed
into tracking or wow.

256
00:13:23,300 --> 00:13:26,400
That's very interesting.
Bugs response to question three

257
00:13:26,400 --> 00:13:28,100
seen really hard to say right
now.

258
00:13:28,100 --> 00:13:32,200
I think getting users to switch
to Bing from Google is like

259
00:13:32,200 --> 00:13:34,300
getting them to switch from
Apple to Android.

260
00:13:34,500 --> 00:13:36,200
There's too many great features
in Google.

261
00:13:36,200 --> 00:13:40,400
And with better UI even with AI
I'm not leaning towards Bing

262
00:13:40,700 --> 00:13:43,900
just yet.
Dave Gallego was Question 3, say

263
00:13:43,900 --> 00:13:47,700
normally you have Googled
dominance followed by Bing or

264
00:13:47,700 --> 00:13:49,800
following suit in features and
Direction.

265
00:13:49,800 --> 00:13:53,600
But now varied chat engines chat
engines in inverted.

266
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Commas will eat into Google's
search pie.

267
00:13:56,700 --> 00:13:58,300
Let's hope.
Competition brings more

268
00:13:58,300 --> 00:14:01,400
transparency, but I'm not
holding my breath.

269
00:14:01,600 --> 00:14:04,300
Julie respond saying it does
feel like there might be a

270
00:14:04,300 --> 00:14:08,300
window to take eyeballs from
Google happening or taking

271
00:14:08,300 --> 00:14:10,500
eyeballs from Google.
Who's going to do it?

272
00:14:10,500 --> 00:14:12,600
Didn't Apple say they're going
to come up with their own search

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00:14:12,600 --> 00:14:14,300
engine.
I'm still waiting for that.

274
00:14:14,600 --> 00:14:15,800
John taking response to
question.

275
00:14:15,800 --> 00:14:18,300
Three, seen on Google profit
tool to get rid of human

276
00:14:18,300 --> 00:14:21,000
intervention.
To have a response to question.

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00:14:21,000 --> 00:14:24,900
3 saying, where I think PPC is
headed, not that original, but

278
00:14:24,900 --> 00:14:28,400
more AI, more machine learning
more audience, Persona targets

279
00:14:28,700 --> 00:14:31,100
less, keyword less,
demographics.

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00:14:31,100 --> 00:14:34,800
Less given data.
Let's demo, he says, let's demo.

281
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I'm guessing is demographics,
but he might just be less

282
00:14:37,100 --> 00:14:40,200
demonstrations anyway.
Let's given data, but

283
00:14:40,200 --> 00:14:44,600
potentially more powerful
targeting If it's not watered

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00:14:44,600 --> 00:14:48,700
down to enhanced auctions
clothes profitability, Julie

285
00:14:48,700 --> 00:14:52,000
takes us on question for saying,
what are you most excited or

286
00:14:52,000 --> 00:14:55,000
intrigued about when you think
about read about the future of

287
00:14:55,000 --> 00:14:57,900
search and or PPC?
So yeah, we do talk about we're

288
00:14:57,900 --> 00:15:01,600
excited about, I couldn't answer
this because I don't know, I

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00:15:01,600 --> 00:15:04,900
think the future of me being a
strategist is already here.

290
00:15:04,900 --> 00:15:08,400
The future that future of we
need more strategies is my

291
00:15:08,400 --> 00:15:11,900
present so my future is my
presents already happening right

292
00:15:11,900 --> 00:15:12,900
now.
So yeah.

293
00:15:13,100 --> 00:15:14,600
That's what's interesting for
me.

294
00:15:14,800 --> 00:15:17,400
And Drew magary respond saying
been using chat GPT and

295
00:15:17,400 --> 00:15:20,300
mid-journey for six months.
Google's automated text and

296
00:15:20,300 --> 00:15:24,300
image options right now.
Phil horribly dated, they need

297
00:15:24,300 --> 00:15:27,000
to step up their game or
everyone is going to win.

298
00:15:27,000 --> 00:15:31,400
More of the ad budget.
Pie, Google ads are ugly ads.

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00:15:31,600 --> 00:15:34,300
Jewelry respond saying they
could have a huge win by using

300
00:15:34,300 --> 00:15:38,300
AI to make better Google
generated assets for advertisers

301
00:15:38,300 --> 00:15:43,200
because some of the stuff they
make is just awful and Rose

302
00:15:43,200 --> 00:15:46,600
continues to that scene at
graduate using canva can make

303
00:15:46,600 --> 00:15:50,100
better looking ads than Google
ads, people like Google's reach,

304
00:15:50,100 --> 00:15:53,600
nobody likes the, add product,
but we haven't had better

305
00:15:53,600 --> 00:15:55,900
choices.
Historically and about

306
00:15:55,900 --> 00:15:58,300
mcgarrigle's, Amazon video ads,
look amazing.

307
00:15:58,300 --> 00:16:01,800
Considering the file sizes.
Google's share global scale

308
00:16:01,800 --> 00:16:04,100
means.
They're stuck with things that

309
00:16:04,100 --> 00:16:07,100
don't look very good.
Everyone else can look much

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00:16:07,100 --> 00:16:11,000
better because they don't have
the entire world to deal with at

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00:16:11,000 --> 00:16:14,700
the same level and John Kerry.
Response to question for seen so

312
00:16:14,700 --> 00:16:18,600
far just brand exclusions for p.
Max Julie response to question

313
00:16:18,600 --> 00:16:21,900
for sent as someone who has been
in marketing since before the

314
00:16:21,900 --> 00:16:24,100
internet.
It is really interesting to see

315
00:16:24,100 --> 00:16:27,800
the many of things that
historically have made digital

316
00:16:27,800 --> 00:16:31,300
advertising, so attractive,
great targeting and a lot more

317
00:16:31,308 --> 00:16:34,700
attribution Fade Away, Julie
continues.

318
00:16:34,700 --> 00:16:38,000
And in some ways digital
marketing is going to be a lot

319
00:16:38,000 --> 00:16:42,100
more like the marketing of your
when we had much more General

320
00:16:42,100 --> 00:16:44,800
targeting.
Ins and much fuzzier

321
00:16:45,000 --> 00:16:47,400
attribution.
So if you look in response to

322
00:16:47,400 --> 00:16:51,300
question forcing the changes in
ad format options in trust me as

323
00:16:51,300 --> 00:16:54,900
a user and an Advertiser it's
good to see the range

324
00:16:54,900 --> 00:16:57,000
broadening.
And so then Julia goes on to

325
00:16:57,000 --> 00:17:00,300
question fighting, what are your
biggest concerns about where

326
00:17:00,300 --> 00:17:03,200
search and or PPC might be
headed?

327
00:17:03,600 --> 00:17:06,599
And do you think there's
anything that we could do about

328
00:17:06,599 --> 00:17:10,200
these concerns Kirk Williams
joins the conversations at?

329
00:17:10,200 --> 00:17:14,000
Last saying, my greatest concern
is that Google is Necessarily

330
00:17:14,000 --> 00:17:17,800
trying to move past search as
its core product, just for the

331
00:17:17,800 --> 00:17:21,300
sake of controlling automation
within ads platforms.

332
00:17:21,300 --> 00:17:27,000
The thing businesses or loved
about PPC is still here, but

333
00:17:27,000 --> 00:17:31,200
harder to do now, efficiently
identify certain valuable Search

334
00:17:31,200 --> 00:17:34,400
terms or phrases.
I just don't think that overall

335
00:17:34,400 --> 00:17:37,600
idea is going away since it
involves basic models of

336
00:17:37,600 --> 00:17:41,800
communication people want a
certain product or service and

337
00:17:41,800 --> 00:17:46,100
thus communicate that at to
learn about where they can buy

338
00:17:46,100 --> 00:17:48,300
it.
So you can more easily Target

339
00:17:48,300 --> 00:17:51,200
people interested in their
product based on their

340
00:17:51,200 --> 00:17:54,900
communication of that internet.
I think Google is being Icarus

341
00:17:54,900 --> 00:17:58,500
so flying too close to the Sun
for getting the core of who they

342
00:17:58,500 --> 00:18:00,600
are.
As they push for more platform

343
00:18:00,600 --> 00:18:05,600
control across their various add
channels, Travis response to

344
00:18:05,608 --> 00:18:09,200
question five saying yeah,
provability read attribution

345
00:18:09,200 --> 00:18:13,800
remains a huge blind spot.
So provability ie In remains a

346
00:18:13,808 --> 00:18:17,300
huge blind spot.
If we're relegated to hold out,

347
00:18:17,300 --> 00:18:21,200
test to prove X versus y
platform, spend Works Brands

348
00:18:21,300 --> 00:18:23,600
holds the bag and platforms get
paid.

349
00:18:23,600 --> 00:18:26,700
We may be an inivisible
pessimistic stalemate.

350
00:18:27,000 --> 00:18:32,100
Pay to play and get what you get
and then Travis response to Kirk

351
00:18:32,100 --> 00:18:34,200
saying Your Love.
The Greek mythology reference

352
00:18:34,200 --> 00:18:37,000
and fully agree.
Google has always played down to

353
00:18:37,000 --> 00:18:39,900
the lowest common Advertiser
denominator.

354
00:18:40,200 --> 00:18:42,800
Not all have budgets to invest
in machine.

355
00:18:43,000 --> 00:18:47,000
Learning, there's a reason.
Car ads, dominate TV commercials

356
00:18:47,000 --> 00:18:50,100
and serps remain more refined
today.

357
00:18:50,500 --> 00:18:54,300
The in response to the question
5, yeah, saying, massive concern

358
00:18:54,300 --> 00:18:58,000
is what I'm beginning to see.
With some perspective clients,

359
00:18:58,000 --> 00:19:00,900
I've met with a, I will solve
all of my problems.

360
00:19:00,900 --> 00:19:04,400
I won't need to hire anyone.
We can leverage Ai and save the

361
00:19:04,400 --> 00:19:08,300
cost of human management or over
side and then I respond to

362
00:19:08,300 --> 00:19:10,900
question.
Five saying, yeah, my concern in

363
00:19:10,900 --> 00:19:12,900
my biggest concern is people's
unnecessary.

364
00:19:13,000 --> 00:19:16,400
Paint as to how you can't do
things, the way things are done

365
00:19:16,400 --> 00:19:19,600
before and I say, unnecessary
complaint, some complaints are

366
00:19:19,600 --> 00:19:22,800
necessary, but some of them are
like, guys, you just need to

367
00:19:22,800 --> 00:19:24,500
adopt, is it?
When they do unnecessary

368
00:19:24,500 --> 00:19:27,300
complaints about things not
being the way they used to be

369
00:19:27,400 --> 00:19:29,900
before, instead of actually just
trying to adapt.

370
00:19:30,000 --> 00:19:32,700
So also clients who won't
understand the more lack of

371
00:19:32,700 --> 00:19:35,900
control that we have and just
keep on asking us to do certain

372
00:19:35,900 --> 00:19:39,700
things and us having to explain
over and over again, that we

373
00:19:39,700 --> 00:19:42,700
can't do so and pains because of
the lack of control.

374
00:19:43,100 --> 00:19:45,100
And John King response lack of
transparency.

375
00:19:45,100 --> 00:19:48,800
Unfortunately that theme is
growing is the grain everywhere

376
00:19:49,100 --> 00:19:50,800
G then response to question five
saying.

377
00:19:50,800 --> 00:19:54,400
Yeah, it is and will continue to
be harder to verify data from

378
00:19:54,400 --> 00:19:57,000
platforms, as attribution gets,
even more care.

379
00:19:57,300 --> 00:20:02,100
It's a big leap for advertisers
to make form the see exactly

380
00:20:02,100 --> 00:20:05,500
where your digital ad dollars
are going on.

381
00:20:05,500 --> 00:20:09,000
What's working that?
We have sold for the last 20

382
00:20:09,000 --> 00:20:11,300
years.
Jillian, continues, her answer

383
00:20:11,300 --> 00:20:14,000
saying, yeah and there isn't
really much We can do about this

384
00:20:14,000 --> 00:20:17,600
as far as how the platform's
will keep making data less

385
00:20:17,600 --> 00:20:21,700
available or transparent.
We will have to re-educate our

386
00:20:21,700 --> 00:20:25,800
clients and stakeholders about
how things are now and how they

387
00:20:25,800 --> 00:20:29,500
are evolving.
It's a huge change and then when

388
00:20:29,500 --> 00:20:32,200
response to question, forcing
our platforms, want us all out

389
00:20:32,200 --> 00:20:34,100
of a job.
I don't think we will see on

390
00:20:34,100 --> 00:20:38,200
iRobot world for a while, but
it's coming and then doing Brown

391
00:20:38,200 --> 00:20:40,200
response.
Question 5 is an ultimate away.

392
00:20:40,200 --> 00:20:43,300
Tedious jobs, jobs that are
simple when y ha Happens.

393
00:20:43,300 --> 00:20:46,900
Do x and z still need humans to
understand context.

394
00:20:46,900 --> 00:20:49,600
So if you look in response to
question, five, seen the concept

395
00:20:49,600 --> 00:20:52,900
of losing control is difficult
for me, but it just takes time

396
00:20:52,900 --> 00:20:56,200
to change and adapt.
A big concern is clients, not

397
00:20:56,200 --> 00:20:59,500
understanding changes,
absolutely or accepting that

398
00:20:59,500 --> 00:21:02,400
things are going to be different
than they once were.

399
00:21:02,400 --> 00:21:04,400
And I actually goes this is what
I mean.

400
00:21:04,400 --> 00:21:07,800
When I say that we did too good,
a job of selling digital

401
00:21:07,800 --> 00:21:11,800
advertising for what it was
really good at targeting and

402
00:21:11,800 --> 00:21:13,700
attribute in a lot.
Precisely.

403
00:21:14,000 --> 00:21:16,200
Now we have to roll all that
back.

404
00:21:16,200 --> 00:21:19,100
It's such a big adjustment to
everyone's thinking.

405
00:21:19,500 --> 00:21:22,500
So if you log in response,
saying gone are the days when we

406
00:21:22,500 --> 00:21:26,400
could compare digital marketing
without of home and how you can

407
00:21:26,400 --> 00:21:29,100
accurately attribute
performance.

408
00:21:29,400 --> 00:21:31,900
And when gives another answer to
question, five saying, ad

409
00:21:31,900 --> 00:21:35,500
platforms and some people think
the tech is better than it is

410
00:21:35,500 --> 00:21:40,100
people who do what we do.
Same that you don't need to do

411
00:21:40,100 --> 00:21:43,400
anything with P.
Max has me shaking my My head.

412
00:21:43,600 --> 00:21:47,200
Sure, there is no work on
shopping, feeds at all.

413
00:21:47,400 --> 00:21:49,500
And then Adam Clark response to
question forcing.

414
00:21:49,500 --> 00:21:52,900
I think big changes are coming
to Bing and Google search and

415
00:21:52,900 --> 00:21:56,000
I'm interested to see which
direction is they go, the two

416
00:21:56,000 --> 00:21:57,600
routes that?
Stand out to me.

417
00:21:57,600 --> 00:22:00,800
Are will search be more of a
tick tock experience or really

418
00:22:00,800 --> 00:22:04,700
rely more heavily on AI and chat
GPT like features?

419
00:22:04,900 --> 00:22:08,600
I think the latter or a combo of
the two may be a combo of the

420
00:22:08,600 --> 00:22:12,700
two he continues somewhat
related and this might be a hot

421
00:22:12,700 --> 00:22:14,700
ticket.
By thing Tick Tock could have

422
00:22:14,800 --> 00:22:17,900
more of an impact on search in
the immediate future.

423
00:22:18,100 --> 00:22:21,400
We've already seen a number of
platforms try to lean more into

424
00:22:21,400 --> 00:22:24,600
short form video and provide a
more visual experience.

425
00:22:24,600 --> 00:22:26,900
The past.
Few years, Ashton continues,

426
00:22:26,900 --> 00:22:30,400
that said, AI will continue to
advance at a rapid race,

427
00:22:30,400 --> 00:22:33,400
regardless of whether we think
it should or not.

428
00:22:33,700 --> 00:22:37,200
We haven't seen what's fully
possible with AI yet, which is

429
00:22:37,300 --> 00:22:41,900
equal parts, intriguing,
exciting, and intimidating, and

430
00:22:41,900 --> 00:22:44,500
all that slightly.
The ominous notes, are we come

431
00:22:44,500 --> 00:22:47,300
to end of our chat?
Julie, thanks as all for joining

432
00:22:47,300 --> 00:22:50,200
today and they'll be a recap
post later.

433
00:22:50,200 --> 00:22:54,300
And Eve you have more thoughts
about the future of search and

434
00:22:54,300 --> 00:22:58,600
just how it should go.
Join them on Thursday at 5:00

435
00:22:58,600 --> 00:23:00,600
p.m. join us on Thursday, at
5:00 p.m.

436
00:23:00,900 --> 00:23:05,400
GMT. 12 p.m. eastern time.
I think that maybe 9 a.m. like

437
00:23:05,400 --> 00:23:07,700
Pacific time, so, it's but sorry
on Pacific Time.

438
00:23:08,100 --> 00:23:09,600
Don't take my word for it.
I know for sure.

439
00:23:09,600 --> 00:23:11,400
It's 12 p.m. eastern time and 5
p.m.

440
00:23:11,400 --> 00:23:15,100
GMT.
So What that means for you.

441
00:23:15,300 --> 00:23:17,600
They've been some really
interesting takes here.

442
00:23:17,700 --> 00:23:21,500
I think and yeah there's just
that whole thought process of

443
00:23:21,500 --> 00:23:23,800
like your how much it's not
about whether it is going to

444
00:23:23,800 --> 00:23:26,400
take over not, how much is it
going to take over?

445
00:23:26,700 --> 00:23:29,000
How much is going to affect you?
How much is going to affect

446
00:23:29,000 --> 00:23:31,000
clients?
Which clients is going to take

447
00:23:31,000 --> 00:23:34,600
by surprise, which I still going
to be using it very wrong, you

448
00:23:34,600 --> 00:23:36,100
know?
And that's really the

449
00:23:36,100 --> 00:23:39,900
interesting world.
I am very intrigued to look

450
00:23:39,900 --> 00:23:43,000
into.
So if you found that useful, All

451
00:23:43,000 --> 00:23:45,000
of you have any corrections for
me.

452
00:23:45,200 --> 00:23:47,800
Please DM me.
My DMs are open or if you just

453
00:23:47,800 --> 00:23:49,900
have more to say about it.
Yeah.

454
00:23:49,900 --> 00:23:52,300
Just going to PC Chad.
We don't mind you, you know,

455
00:23:52,300 --> 00:23:55,100
just mentioning your thoughts.
Even if it's not part of the

456
00:23:55,100 --> 00:23:58,700
specific discussion about AI in
the future of it, I think

457
00:23:58,700 --> 00:24:02,300
there's a lot of chatter around
it right now.

458
00:24:02,600 --> 00:24:06,200
For any feedback about the
podcast, get me on Twitter, get

459
00:24:06,200 --> 00:24:08,800
to me on LinkedIn, get me on
Instagram.

460
00:24:08,800 --> 00:24:11,500
I'm also there at the marketing
and use, if you want to check me

461
00:24:11,500 --> 00:24:14,500
out there and we'll also Be
grateful long-standing and brand

462
00:24:14,500 --> 00:24:16,500
new listeners to give the
podcast overview.

463
00:24:16,500 --> 00:24:19,400
And I am seen that this is being
effective.

464
00:24:19,400 --> 00:24:22,800
And I thank you that I saw a
latest rating on Spotify.

465
00:24:22,800 --> 00:24:26,200
So I'm really grateful to you.
I noticed these things, I don't

466
00:24:26,200 --> 00:24:28,900
just spew all these messages out
and don't keep track.

467
00:24:28,900 --> 00:24:32,300
I keep track.
So thank you for everybody that

468
00:24:32,300 --> 00:24:36,600
has given it a rating on
Spotify, especially, it's so

469
00:24:36,600 --> 00:24:39,700
easy.
Just go to link tree.com full /

470
00:24:39,700 --> 00:24:41,400
PPC, chat on this called
Roundup.

471
00:24:41,400 --> 00:24:44,200
It takes seconds To leave a
rating.

472
00:24:44,500 --> 00:24:48,100
Also, we've got PPC live, UK
coming up on the 25th of May.

473
00:24:48,300 --> 00:24:50,500
So that's just in over two weeks
now.

474
00:24:50,500 --> 00:24:54,500
We've got a very new venue out.
Also, in East London is got

475
00:24:54,500 --> 00:24:57,800
cold, the mandrel Hotel really
excited for that.

476
00:24:57,800 --> 00:25:00,500
It's a beautiful locations.
I've gone to visit it account

477
00:25:00,500 --> 00:25:02,900
way to properly announce that on
all the channels.

478
00:25:03,300 --> 00:25:06,600
So, yeah, I hope you join us for
that when he just go to PC live.

479
00:25:06,600 --> 00:25:10,800
UK.com tickets are only 20
pounds only 20 pounds, and get

480
00:25:10,800 --> 00:25:14,000
drinks for speakers.
Amazing networking.

481
00:25:14,000 --> 00:25:18,100
Seriously the cheapest night out
you have in London finally

482
00:25:18,100 --> 00:25:20,900
remember for your campaigns and
businesses to Glide smoothly.

483
00:25:20,900 --> 00:25:23,700
There's a lot of hard work
needed beneath the surface so

484
00:25:23,900 --> 00:25:26,500
keep this one's kicking by and
speak to you next week.