EP255 - GML Q&A with Ginny Marvin

0:00 Hello, and welcome to this week's episode of the PBC chat Roundup. In today's episode, we have a special guest and a special format where we've got to have Julie leading but she's being joined by special guest Ginny, Marvin AKA at ads liaison on Twitter because she is the Google ads liaison and she's also an amazing active vocal member of our PPC, chat community. So when we have complaints, you know, she Response to them had when we have questions, she responds to them. Of course to the ones that she can. You know, she don't respond to everybody. She doesn't respond to every, you know, ranted, on goings of some people. But yeah, she's very patient and the things that she can get to the questions and, you know, concerns that she can get to. She get to them.

0:49 So, today, I'm going to call our topic Google marketing life because yeah, if you didn't know, there was Google marketing live last week when loads of new updates where mentioned updates are Be rolled out in the next 12 months or so you know. Coordinate with with performance Max. I'll you do ad copy how you, you know, keyword match type AI o with the in the in the heartbeat of talking about how it's going to be a I powered. I love the way that there was. I felt that there was chat about, oh you've been using a, i all alone you can use it for so long. Now, you know, which I think is I go way to show that. Hey, I know you guys heard of chat GPT and chat GPT was almost. It was pretty.

1:30 Much like the, you know, a way of kind of cutting through the noise of being like Rai has arrived, but, you know, they really wanted to point out the fact that they've been working on the AI. They just didn't make as much of a noise about the AI positive things like chat GPT did. So yeah, we are going to be talking about all their AI powered announcements and we're going to be taking the questions. I think Julie, really only had like three questions about what our thoughts were about announcement. And she pretty much then, Took them like virtual microphone and put it to our audience to ask Genie question. So now remember, this is a PPC chat Roundup. I'm not going to be able to get to every question and every single answer, but I'm going to try and get as many as I can get three of you.

2:17 So you don't want me to be me rambling on and on for hours. So we're going to try and get some of the most important and unique questions that were asked by Ginny us to Ginny and the answers that Genie gave. So yeah hope you sit back and enjoy. Oi. Hello and a warm, welcome to this episode of the PPC chat, wound up a podcast where I round up. The Twitter discussions that happen on Tuesdays at 5 p.m. GMT. I'm your host to a new and I'm recording from my studio here in London UK. And I use this platform to share, not just expert but also my ideas and considered best practices about paid media and that direction, the digital industry is going in.

3:03 So if you want to keep up to date with my tips and tricks on the industry, and get the latest on the podcast that has been called you. Go to, if you don't make it to the PPC chat live discussions. And even if you do then, like, foolish and retweet. That's right. Twitter on Twitter with my handle, the marketing, a new or join us on our LinkedIn Group, which is the PPC chat Roundup. Or if you on Instagram, why don't you check us out at PPC, chat on the score. Round Up to get quotes and Snippets from previous episodes. So we have Julie interviewing being called hosting really even this PPC chat discussion With Jeanne Marvin, where she goes over over people's reactions, but also their questions, about Google marketing life, and it's going to be co-hosted with Ginny Marvin.

3:49 And her handle is also adds liaison, so that's a DS. L IA is 0n for you to follow. For you to ask her more questions. She's very patient. If the question is quite reasonable and, you know, makes sense to her role and it's something that she has information on she will most certainly answer So I could really encourage you to follow her and yeah, give it a shot in in terms of times that you're feeling frustrated with Google ads. So yeah so Julie goes hello. And thank you for joining today. We have special guests as liaison Jeanne Marwan. I'll be going by Jenny, Marvin for today's PPC chat. We're talking all things Google marketing live. We will have a couple of general questions today and then get to Jeanne answering your questions were first how we doing. So yeah we have a lovely Cynthia, Logan who joins today as well.

4:39 As Julie advice, Robert, Brady as well joined the chat and the I never Hopkins as World joins us and Dwayne Brown is also Lawrence Chase. Let me listen Mikey. So yes a nice bunch of people joining us today before we get to the chat as usual. We have Judy going. This chat is intended for PPC, Professionals of all levels. If you have something you want to share, please do we are friendly and supportive, Community. Please don't be afraid to participate. Lurkers are of course. Always welcome. So it clearly says I for people who don't know her which will be surprising to me that she should introduce herself. So Jeannie goes High, PPC chat, nice to be with you all again.

5:22 Yeah, she's a regular visitor on our PC chat chat. I'm Ginny, Marvin, I've been in digital marketing. I'll search since 2005 was at search engine land covering paid media for seven years and have been at Google for about two years acting as a bridge between the advertising community and Google teams. So yeah, that's how introduction. So first, let's get straight into questions and people's reactions on Google marketing life. Julie asks, what was the most important or exciting thing announced at gml last week in your opinion? And here's someone who snuck into the chat, Chris Wrigley it. Answers question.

6:02 One saying, I think the product studio will have the biggest impact Force for SME. Advertisers especially if there's To add mannequins or models into the image to display clothing products. This feature will make display more accessible to small businesses and managing goes yeah. One thing I like from GM, L is adding the ability to choose a date range in performance Max insights. Until now we can only select the last seven to twenty or seven or 28 days Travis response saying two things stuck out, conversational search within serps May transform how people interact with and Use Google for the better question. Mark will see see voice search as in. Like ya, think about how voice search and the whole evolving announcement of voice search went anyway. Number 2, ad placements, within serps are changing. This will in inverted commas impact benchmarks. We use to gauge performance Julian as well. Response question once, and I'm particularly excited about the product Studio.

7:04 I'm looking forward to helping my clients who struggle with creative take advantage of Is out-of-the-box solution. I feel we've had the whole Google helping us. We created before and not us really not liking it. So I'm not sure how this would be different. Do you device responds saying are really excited about the changes to the map search experience. Lots to think about, for the generative potion. Not ideal for board approved, only add a copy. Now, Hopkins respond saying I'm in love with the conversational campaign creation by my opinion. The biggest shout-out needs to go to enhance conversions. He's building customer match lists. This feels like the easiest way to empower the most folks. So if you looking goes, we are not necessarily relevant for my workers is B2B lead.

7:50 Generation is a part of the industry that is, unfortunately forgotten about mostly, but the product image feature was cool. That's what she responds with the product image feature was cool. I can see that coming in handy for a lot of smbs. Angela herself response saying that, yeah, the AI image. Capabilities are intriguing, me image quality, and variety have long been an issue for clients, particularly improving the resolution, and being able to swap backgrounds, could be very handy. Never responds to that saying, I agreed, this is huge. I'm interested to see if folks are able to get over the stock image hurdle. Yeah, Julie goes interesting that stock images were part of the options to lack of quality visual assets. Slowed down a lot of initiatives, resizing of video. Was another cool feature again.

8:39 Often a struggle to get videos in multiple aspect ratios. That is true. The fact that weird video you'll be able to get voiceover options from Google's Ai and also automatically being to able to change the video for that would be the most applicable to the platform to the type of video you're trying to do. So if you have like a wide angle is 16 by 9 video but you actually are trying to upload a short video, Google shows like a YouTube show. It's they have the Now, to of editing that 16.9 to shorts without you using video editing tool, they won't give you the editing. They'll easily just combat it for you. Anyway.

9:19 So Travis response a. Now this is an example of a I taking my job in reality. If your production designer, it's time to upgrade an augment. Your skill set, it's time to upgrade an augment. All of our skill sets to be better, private investigators for our clients. Lawrence Chase response to question one saying I will end up echoing what other I have said already, but the image stuff will help Brands out a lot. Making poor grainy images shop, creating backgrounds, or lifestyle, images, Etc, Melissa response saying I'm excited about the improved data connectors for first party audiences. Should make things easier for clients, Dwayne Brown respond saying I treated this earlier GMC. Next is the most interesting and most impactful for what we do today.

10:02 It would have been more bold for Google not to say anything I related. So yeah I like it even go back to The Tweety's respond talking about about that. He treated about on May 24th. I was like this time last week saying of all the gml updates yesterday, Google merchant center next. So, that's GMC, n, so when he said GMC does Google Merchants merchant center so Google GMC and is Google merchant center next. It was the most interesting and tangible, a lot of updates around a I felt like still a huge work-in-progress GMC and will be Then our team wants to play with, and dig into. That's very interesting. I've never heard it called GMC n. So, that's the next future of Google merchant center, right? And that's a Lawrence as well response to the chat about images and when Lambda goes, yeah, this is huge. I'm interested to see if folks are able to get over the stock image hurdle.

11:01 Lawrence girls looked like even poor product photography. Could be turned into something usable from the demo. However, almost everyone who The business has a great camera in their hands with the smartphone's. Yeah I upgraded my friend this weekend, this weekend just gone because I did not like the camera my old phone, this one's is much better. I must say. We don't have Julie taken us on to question 2. Saying now, for the flip side. What was the most concerning or disappointing thing announced at Google marketing live last week in your opinion. Yeah. And our experts get right into it quiz. Start us off saying other than the legal aspects of stock. Images. As Julian, others have mentioned already, mine would be how the conversational AI experience will impact Google ads data and performance.

11:50 Travis response team at the current trajectory Google will soon. Dissolve, the line between demand gen and demand capture within its ecosystem. The force blending of the two may not work for all advertisers especially smbs. I see this as an unfortunate backslide in the history of search advertising. And then we have Melissa's while responding to question two, seem very few announcements that are relevant for B2B. Once again we are left out of the discussion so much. So right Sophia's. Well says I sound like a broken record but I would have loved some need gen Focus Features that's very similar to Melissa. Yes, some were applicable to all account types but something uniquely for lead gen would have gone down a treat. What would that have been?

12:36 I've not got a clue. There it goes. Last Early generation features were from extensions and or call extensions ancient. So, yeah, anything new in the space of like, you know, ad extensions. Now I could be interesting Julie response to question 2 saying, kind of my perennial disappointment, so much focus on retail or e-commerce and none only gen or B2B. So, yeah, everybody singing from the same hymn sheet. There. Lawrence Chase response saying you knew it was coming, but btb might be to be clients. Always feel very left. Of these events and yes I sometimes get them to watch them as well. With me, maybe Google is purposefully not engaging in it for reasons and leaving it to Microsoft and Linkedin on purpose. If they are Microsoft, could be doing a lot better job. So, yeah, Melissa goes.

13:25 I'm seeing a trend in these answers to question 2. So, yes, you are. Everybody on that btb lead, gen disappointment. Chris also response to question to another answer saying, if a user searches push bike and as a conversation, With Google AI in the sub which includes correct size for a child color options, stabilizes Etc, and finally pricing. What do we see in Google ads for search term? Reporting for the keyword pushbike, exactly. You don't actually see in terms of when they search for correct size and color options and that kind of stuff. So the reporting very limited ads liaison or Jeannie Marvin. Sorry risk says the hi. Chris. Martin that question here, the search queries throughout the journey will appear in the search. Times report.

14:10 As long as they meet the current privacy thresholds, some more details on the link that. Yeah, Jenny shed, case goes cold, the keyword pushbike have multiple Search terms for the same user journey in my example, could a single Journey, generate Search terms in the report for push back. I push back the kids for kids sizes. If all met the previously threshold, Chris goes will Google ads introduced a new report for conversational AI, Journeys or prompts, letting us know what would our Up what follow-up questions or prompts a pair for specific keywords? This could help us tailor text assets and ctas to resonate with the popular products and we have Ashton clock as well responding to question two saying yeah B2B and lead-gen.

14:55 Once again felt like a bigger Mission most examples and success stories that were talked about where either huge companies with tons of brand recognition or when the e-commerce space or both even during bomb response as well. Saying for Google was just being Thirsty, as all everyone else and say nay. I like it's changing our jobs tomorrow versus a few years from now. And then, yeah, Julie Vice as well saying. That as usual, it was all retail in econ Focus, which is fine and far-reaching, but aiai and more AI with no discussion of misinformation. Yeah, and as I said earlier, on Juliet some point is going to pass on the virtual, Mike to the audience, which he does. Now by asking we have had a bunch of Questions, submitted for Ginny already but what are your burning questions after Google marketing life last week?

15:46 So we start with Chris Who Says with Google, presumably seeing generative AI as the next step for Google ads. What training will Google reps be given to provide value to their accounts on agencies other than telling us telling people to use generative. AI for up t-score reasons, Travis Dunn respond saying will Google reps be replaced with AI reps. I was alluded to that, but didn't feel salty enough to suggest. It, Chris Bailey says, will they be able to search share complex examples of how to utilize the product studio? Will they be able to share insights on how to identify when an ad appears in serbs with a conversational Ai? And when one appears without warning, I don't think Jimmy onto that because, yeah, it's one of those things where we'll watch this kind of training will be done.

16:30 That's really is very much over to be seen, or to be heard of in the future Reva Minkoff says, I will hop on the bandwagon and say the Lack of focus on smbs and nany. Calm businesses was really disappointing. Be to be, especially needs love. That's his response to question. Two Julie goes. What is that an agile budget? It was talked about, as, if we are already knew, we already should know what that is, and I've not heard of it prior to Google marketing life. So, Jenny Marvin goes Idol. Budgeting offers, flexibility to respond to Market and business Dynamics versus fixed budgeting based on a set timeline specific Channel, Etc, I recited agile, budgeting across sales marketing operation, and as an example of how businesses are using AI to optimize results, Julie response to that same, is it a new budget type in Google ads, or is it more of an organizational concept? Like you should not be locked into a specific monthly budget level, good, follow-up and deal.

17:30 Marvin saying I think this gets at your question but no it's not a new budget type. So yeah Jenny then refers to a tweet you did earlier on today I actually Lisa, my job budgeting enabled by AI is also the idea behind X Channel campaign types and P Max, for example, rather than allocating to a specific Channel. Your budget is applied wherever there is demonstrated customer demand to find incremental conversions or confirm conversions or conversion value at your target, but this makes me worry. Is that just then like the whole Google being able to spend two times your budget because it feels like, you know, that's the area that is going to have Better conversion or conversion value when not necessarily within the budget restriction, that ahead of paid search has been allocated by the department. Lawrence Chasers will said not many CFOs are okay with this. I only have a couple of clients who will let me continue to increase spent.

18:26 If we're seeing X results, we have agreed upon. They also expect decreases if they are not performing as well so yeah will decrease his happen. I don't know. So yeah, I'm Brian goes okay with that. A performance methodology. She listened McKee, going. Exactly. So, exactly to Lawrence going. Yeah, many CFOs will not be okay with that. We just spending outside budget restrictions just because Google thinks performance will be better. We always need to spend between a lot of budget restrictions, we remain cover as well as the question saying, how ads going to be integrated into the new conversational AI serp, if at all? I don't think there was an answer to that one, but again, I'm pretty sure that Julie is going To do a recap and Ginny is going to go back to some of these questions and answers.

19:13 So look out for that article announcement, from Julie's profile, that will be at Neptune moon, but yeah, another then goes, we love you. Jenny would love more insights on minimums for predictive audiences in GA for what metrics. Should we start to think about regenerative a I searched feels like CTR and CPC will fall away. What are you? The most excited about. What's? What's Jeanne Marwan excited about? Out during Brown response to question 3 and asked his question saying once Google or to pull skewed data into GMC. Next are we still able to modify or change data via supplemental feeds rolls and other tools? Yeah, and Jay. Marvin response to they saying.

19:55 Hi Dwayne. When you switch to merchant center next, all existing setups and settings will be retained. Feed uploads and AD campaigns will keep running. Merchants can still use feeds? And multi-feed support is coming soon you Expect more features and improvements to come Dwayne goes. Thank you Jeanne. Glad we can still use feeds being able to build custom feeds has allowed us to spend more money. Brand sites can have unlimited data at times. Multi-feed is important for our Global clients, hope to see it soon. Soon in all caps, even without a club, Melissa asking her questions and I would like more details on the updated data connectors.

20:36 And when they'll be available and Lords as well goes, yeah. This is where I would ask about B2B but I word because it might sound. Salty Ginny goes. Yeah hi Melissa, helping advertisers or all sizes, use their first party data and privacy Centric. Seamless way is a priority, will have more to share on this, in the coming months. Yeah, Melissa goes great. A bit on say of a loose answer, but or nonspecific answer, but I'm sure that's the best unique can do at this moment and then Travis response as well gives his question. And where can we see details about privacy as it specifically relates to must search queries at times?

21:16 It feels like they slip away unannounced. We advertisers understand Plus have to accept it. Conceptually pointing to hair for customers would help so Hank, square, brackets? And yeah, Jenny goes. Hi, Travis. The previously threshold for the certain times, reports haven't changed you can point to this help center article which notes that Search terms are reported. When a significant number of people have Used them in a couple of places. So that's an article that Ginny refers to and I will try and yeah, put that up in the show, notes of this podcast and Travis goes. So the digest of that article queries, not search with X volume in, Google's aggregate will appear as other if they have even single impression queries may appear in one secure. If this is accurate, a huge volume of long tail helpful data as mask.

22:05 How does this relate to privacy and he continues? Yeah. Can you point Two more info on our standards on data privacy from the support doc. Some Search terms that don't have enough query activity omitted from the search term report in other to keep with our standards on data privacy and and Ginny Marvin goes this refers to the Privacy thresholds. Apply to ensure. We only report a searches when there is enough search volume overall to protect user. Anonymity might also find the ads previously Hub, useful a link to that as well. I did it. No, that was an as previously hop sir. Yeah, that's interesting. And then Sophie, Logan also asked a question saying, what is going on with support.

22:47 It's been cut so drastically that it's almost impossible to get help unless you have a very generic question, which I helped guide can solve. Yeah, several likes to that question. Although I don't think Jenny had an answer for Sophie there. And then, yeah, we have River Minkoff as well. Then asking what does the future of agency support? Look like getting rid of agency Reps for Google Premier partners and Just assigning Reps for each client is really unwieldy for those of us with a lots of clients and doesn't help Google win new business. Scott, clog responds to that in our last few support reps, are solid Google FTE. Instead of Teleperformance newbies on likely to pass a ghoul certification pretest.

23:29 They've also not been calling clients. Professing agencies incompetent either. Are, we just getting lucky? We like this. And we were girls, we have had the same Same experience with great FTE, people and agree. It's definitely an upgrade from feeling like you're ripe was a call center, but now we have 10 plus different reps who all want to meet weekly and no one to help us on new business pitches. Interesting was much easier when we had one FTE TF2 e, team assigned to all of our accounts who could easily pick up new ones and help us on new business pitches to and whose success was measured by our success. And yeah, Lawrence goes. Yeah, this is a huge The other issue is they cannot get a meeting with you.

24:13 They will bug your client like if they cannot get a meeting with you, they will bug your clients until someone will take a meeting. We cannot take 10 plus meetings with Google reps who are trying to meet their sales quota and do client work. And yeah management agrees saying it's definitely unwieldy now. So yeah, as an agency, you get a different client rep per client. Yeah, it's there's got to be a way of getting an agency rep as well, I'd say. Say, and it looks like some people did send some questions to Julia herself and she asked some of those. So, one question that was asked, says if my competitors and I are all using generative, AI to create our creators, how does Google?

24:53 And sure, we don't get similar copies, very good question. And Jimmy goes all of the AI generated is grounded in your inputs, like your website and what you input in the conversational experience, the more unique details you use to guide and inform the AI. The more likely the generated at assets will be. And that makes me think about the Twitter poll that I put today where I was bitching. Basically about should we would we need to get better at, you know, asking AI questions asking, give me a giving the right inputs into AI or those a I guess needs to be better at understanding our rudimentary way of asking questions are really meant to be with ways of doing things.

25:34 So yeah, it looks Ginny. Like Jeannie here is saying that we need to get better. ER, and making sure that we're directing a, I in the right direction and I'll say for such and for uniqueness that is tight is definitely important. I think both needs to be done, but yeah, definitely, that is definitely important. And on that note we come to the end of the chat. Yeah, I did do thing I got as much questions and answers as we got in there, may be some questions were not answered here and I think Julie is going to do a recap of where all the questions. Every single question will be listed down, anything that Genie Miss, she's To try and answer to that one. So look at out for that one on Julie's profile, which is at Neptune Moon. So yeah, I hope you found that useful taking some great takeaways had some, you know, answers given based on some questions that were similar to what you may have as a question. And yeah, if you have thoughts on gml Google marketing live continue to tweet about it or join us on Thursday at 5:00 p.m. GMT, 12 p.m. eastern time, where I'm sure Julie is going to be continuing this chat, T.T mob, In is going to be joining. So join them on Thursday, 5:00 p.m. GMT. 12 p.m. eastern time to continue this chat. If you have any corrections for me, if you have any feedback for me, please get to touch with me on my Twitter at the marketing, a new more.

26:53 Yeah dmsr open, would love to chat to you about Google and the future of Google ads and generative Ai. And what that means for search and all that kind of stuff. Yeah, it would be great for all long-standing a brand new listeners to give the podcast away. You'd really helps with motivation. Really helps with, you know, getting more people to realize that it's something worth listening to. So, yeah, if you just go to a link tree.com /p PC chat on the school, ground up, you will get the link to go and Spotify to few seconds, you can leave a rating and also we've got PPC live UK celebrating a one-year anniversary on July in July 27th on July 27th. I'm so excited.

27:36 I don't know whether it's on or in July 27th. We're going to be celebrating our first year anniversary. So you're going to be in the UK and if you want to have, if you have a chat, will have an opinion about all the stuff going on. It's not just going to be a full speakers, giving their thoughts about different topics we want everybody involved. So yeah, it's not just going to be speakers with us. Audience is going to be audience participation going on during our panel session. So please join us for that on the 27th of July. If you go to PC live UK.com, you will be able to find tickets for that. Finally remember for your campaigns and businesses to Glide smoothly. There's a lot of hard work muted beneath the surface. So keep your sponsor kicking by and speak to you next week.