EP256 - Are Tech Companies Out of Touch with What People Actually Want?

0:00 Hello, and welcome to this week's episode of the PPC chat Roundup in today's episode. We have Julie taken us on another great topic talking about our tech companies out of touch with what people actually want. So this is in line with talking about how the likes of Apple came out this week with ar and VR Tech. Some new AI R VR tag. That looks like big wearables over your head. Like looks like massive glasses to see some new virtual reality kind, And of stuff. So when we say a rvr with mean augmented reality, virtual reality just in case, those acronyms have gone over your head since the beginning of of when they started coming out.

0:42 So, yeah, lots of new tech. Lots of, you know, Buzz from them, and obviously, it's going to seep into media. It's going to seep into marketing and paid media. So, yeah, we talked about all these Tech all this talk of AI and, and machine learning on Automation and that New stuff and yeah, what we think about it, what the hype about it is all about what we're worried about order. Our biggest concern from it is, whether it's actually needed in some industries by. So, yeah, we talked about all of that and I hope you enjoyed that because it's, it was a, it was a very interesting discussion. Very interesting thought process, and I'd actually really encourage people to go on Twitter. Go on you or any of your social medias to like, yeah. Give your opinions about it.

1:29 Well, I Especially on Twitter on the hashtag PPC, chat. Let us know what you think about, you know, augmented reality and virtual reality and what, that means for the future. But yeah, let's get into what our community thinks about that for now. Alright, hope you enjoy. Hello and a warm, welcome to this week's episode of the PPC chat around up a podcast where I round up the Twitter discussion. That happens on Tuesdays at 5 p.m. GMT. I'm your host, Anna. I'm recording from my studio here in London UK, and I'm using this platform to share, not just expert but also my ideas and considered best practices of our paid media and the direction, the digital industry is going in.

2:16 So if you want to keep up to date with my tips and tricks in the industry, and get the latest on the podcast that has been called your go to Even if you don't make it to the PPC chat live discussions. And even if you do them like follow Shen retweets on that, right? Twitter with my handle the marketing, a new or join us on our LinkedIn Group which is the ppc's tat Roundup podcast. Or if you're 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, yeah, we have Julie again. So lowering this lead by taking us on a great topic about our tech companies out of touch with What people actually want. So they've been doing a lot of talking about Ai and Tech and bringing our virtual reality and a, our products.

3:01 And that's what's Apple this week. So yeah, we have a discussion about is the hype that big are they just ignoring what people actually really want? Yeah. What's the industry doing about it? We have the likes of Melissa McKee. Dwane, Brown never Hopkins as well, you know, joining the conversation as well as shown early Guild me as well. Joining the conversation was very Lively. Shin In Deed. But as usual, before we get to the questions, this chat is intended for PPC, Professionals of all levels. If you have something you want to share, please do we are a friendly and supportive Community, please don't be afraid to participate, but lurkers and of course, the listeners of the podcasts are always welcome to you.

3:42 And that's a tweet from Julie, which I agree with wholeheartedly. So, yeah, let's get straight into the questions. Julie asks, do you think that they are is being over properly? Lior underhyped by Tech platforms right now either generally or relative to PCS. So, yeah, do you think that AI is being over properly or underhyped by tech companies? Right? Now either generally or relative to PPC? Gil kicks us off saying. Yeah, like Nava has said Google is using the term AI instead of machine learning or in order to sterk adoption. So my tongue in cheek answer would be machine, learning is a really big deal and a lot of PPC marketing. It is aren't paying enough attention to it. Managing goes over hyped for what it is now. Under hype for what it will be, that's a very good answer. We are still very much of the early stages so if people it's very overhype what it actually is right now but for what the possibilities are in the future is definitely on the hyped and there's a lot more that could be said about his travels then goes on to answer saying until AI is properly used as a phrase, It's overhyped risks degrading brand.

4:52 And consumer adoption little sense, in polluting the waters with artificial. Interpretation of the technology Melissa McCarthy also responds saying overhyped exclamation marks. Sure AI is changing the game but it's not killing SEO. Like some people are claiming or taking our jobs or any of the other hot takes. I see on social media. Michael response saying way, way way, way way way way over hyped. But that hardly distinguishes, it from every other new Technology in the space. We think every technology is going to be the Magic Bullet, instead of focusing on marketing fundamentals, that have worked regardless of Technology. None of our response to question once. And I think in a lot of cases, we are conflating machine, learning and Ai.

5:39 And that's is what Gil was mentioning earlier on. There's a lot of really interesting updates in PPC. I think they are getting labeled AI to drive adoption. I believe that too. She continues on the question of over. Type / under hype. They are some updates that deserve the excitement audience from econ versions, creative conversational campaign creation, lumping them into AI, instead of celebrating them, as what they are, might be doing a disservice nice balanced view of that one. I think Julie response saying overhyped for sure. I also don't think that what is being called a? I right now even is actual artificial intelligence machine learning is a much more accurate term and what apple is? It for what it's worth.

6:25 Nate Lewis response in hundred percent accurate. AI is just the general term that covers a wide spectrum of things like reactive or limited memory, where we are today and two places, we are scratching the surface like theory of mind and we are not anywhere close to self-aware a leak. Will to respond saying when it comes to the scary, take all the jobs angle. I think it's overhyped where it's appropriately. Hyped is for how useful of a tool it can be in the Strategic and Creative process when creating campaign content or doing research and yeah, Melissa make a response to novel saying they are constantly being conflated in terms of AI and machine learning.

7:05 And that's basically Julian Ava, we're saying green brown response, saying overhyped. And what it can do at a high quality level of consistent outputs, it can make content. The content is average and based of average content, it found online. No one wants average. Absolutely Chanel, irresponsible would say in general, The height, I think it is another tool and will probably continue to get more useful but I don't see it. Replacing anyone doing good work anytime soon, Julia Vice goes, there is way too much chappie optimism around AI at the moment. I worry a lot about this information, local news and media, and the overall impact of machine learning and AI designed by one type of person to be used by millions and Michael girls, I 1000% agree, especially when I'm already starting to see that distraught.

7:52 That creep into search especially around medical and Healthcare issues. Yeah and then we have Ashton clock as well responding to question 1st overhyped. At this point in time. It will be an important tool in our Arsenal and will impact what we do or how people search but it's not there. Yet companies seem to throw it out. Almost as a buzzword right now example, Google same machine learning for years now it's AI driven. So yeah similar to what managing was saying like literally for what it is Not that great before I could be for the future. Yeah, watch out. Jillian, takes us on to question 2 saying, what do you think are the best uses of what is currently referred to as AI in Tech and AD platforms right now or in the future Guild?

8:37 No response saying ad creative at scale, whether lme's for text or generative for product images. We have already started using mid-journey and GPT for for these users, and although they still require human editing, its massively. Be useful, Travis response, the ability to start with generated, creative copy, or imagery, saves time. It's like senior copywriter. Requesting a 30 headlines from a junior copywriter, they'd still the gems from this swirl and iterate from there as it stands today, that human filter remains necessary for the high-quality, the human filter is definitely still required for sure.

9:18 And then we have shown Ellie responding to question 2 sin. Assuming you have good input and enough. Volume bidding, a generating ideas, writer's block for me. That's about it. I'm not letting it choose keywords or write ad copy or choose placements, for the most part. Yeah, I think you need to do that quite a bit yourself. I'd say, placements. So, like I'm having chat GPT and some AI. Help me. I'm actually realize I'm using a lot more than I thought. I would giving me like some creative ideas when I have writer's block, but I'm deciding what platforms, whether to be done. LinkedIn or Facebook on Twitter and watch to do and, you know, which products to talk about and promote and which blogs to promote. But yeah, when I have writer's block when I need some quick first draft of something.

10:05 Yeah, Chachi PT. And and content AI is helping me out with that there. Never Hopkins response question to seeing everyone. Needs to pay attention to audience, build from enhanced conversions. It's a powerful way to build audiences, especially for smaller, folks. I'm also a big fan of conversational campaign. Asian and Reporting g84 and then she continues the creative core support is a huge disruptor given the shortages of design resources. I'll be interested to see how long these resources remain on the legal side of Regulation and how long the likes of you know Google goes I dis is acceptable this is you know good content that I will actually you know have ranked.

10:46 That's where the interesting part is for me Julia's will also responds to question 2 saying the most exciting I'm possibilities for AI relative to PPC. For me are generating ideas and iterations of copy for ads. Landing pages, Etc, help with images. Like Google talked about a GM L is also very promising and will be very helpful to many businesses. But also make you respond saying, automating, or partially automating tasks. We are doing manually, example, writing ads, and research and keywords. I also love the product image Builder, they showed at gml game-changing Mike. Then I'm responsible, I'm still not sure yet. I could see a use case where it is used to bring together different types of content and to look for similarities between the different pieces.

11:34 Julia voice response, question to say and I think there's a lot we can do with heavy automation. It could be creative product, launches building, larger scale, implementations. I worry a lot about audience, insights from very immature machines and Mike Ryan response to question one saying we are probably overestimating In the short term under estimating in the long term it's hype but it's a bit frothy but there is a genuine reason why we have the rights of guilt there going. Yeah, frothy is a good word, but there's some real flavor buried in their frothy but label some underneath like, that, that in that nice analogy as well, then I'll equality as well.

12:14 Response to question to sing. We have been using chat GPT as an assist When developing ad copy and landing page content, it's still hot. Percent needs human oversight to uplevel the content but it has sped up our process. I've also used it to help group large keyword lists, that's a good idea, as well, Ashton clock response saying, generative tool, still strikes me as the best, use case, quickly spinning up creative, or copy can definitely save time in the brainstorming or build phase that content still needs a human touch though. And AI creative in particular makes me a little nervous because of plagiarism issue. Shoes. Yeah. Yeah. I creative plagiarism issues.

12:55 What I tried to do and I don't know if anyone's doing this or whether this is even a good way of doing it. Is that I'll take a whole paragraph, copy it and paste it into Google search because I'd like to think like, yeah. If a long tail sentences is being such for you're trying to match. We're trying to match for whether that paragraph exist, in that same way because that is what plagiarism is copying something in its same format in the mid the same way. Zane everything. So yeah, thank you. I have not seen any plagiarism or any sign of plagiarism. Yes. In the content that I've been giving from Chad GPT, and I wonder how many poor people are doing that. So maybe you want to try that out. If you want to check out for plagiarism, copy and paste a paragraph into Google search and see whether an article is picked up. A similar article is picked up like, so I copied and pasted a paragraph.

13:48 That was given me by chat GPT and I paste it into Google and This article was about you know scope creep or out of scope work when you start doing stuff there's beyond for Freelancers what you're supposed to be doing and how to charge for that and the result was a didn't give me an article that had the same paragraph but it gave me articles about you know, out of group work and I'm you know, scope creep. So that's not bad. So it recognizes the theme of the paragraph but it's clear that that paragraph wasn't copied from another article. Thank God, Heavens Jimmy bison response to question Tuesday night. I think merchant center next is the most interesting to me, but I'm kind of curious about the Amazon version of this more than the one we know about there being weirdly quiet Julius wants doesn't Amazon always fly under the radar.

14:39 It is wild Timmy. How they consistently manage not be part of these conversations not because they are not doing stuff. They have just managed to get not to get lumped in with other AD platforms, Julia, right? Response to that saying I sometimes feel like the one person screaming about it when everybody is seriously focused in the other direction, you're gonna respond, say automated. Amazon campaigns have worked way better than manual for several years. Sort of an Open Secret wonder what they have running under the hood. So that's automated Amazon campaigns, televised girls that year saying that they have a lot of buying data to work with also video behaviors streaming behaviors and that's before Partnerships. Lowered their Partnerships with no one does. Like Amazon going brown response to question to say that it would be good for suggesting other keywords. You might want to bid on if Google understood context better.

15:34 Google should focus on optimization even more if it really wants to remove agencies as a middle people. Yeah, Google definitely wants to remove agencies as middle people especially for the small agencies and then we have my crime responding to question 2 sin, Google Knowledge Graph, they are audience graph and their product. A file of any features that let us peek through the IV of the garden. Walls, would love way more insights in ads. And, and see, and my continue saying the same can be said of Google ads though it's gets described as Performance Marketing, demand capture both who most users are still very much browsing or when they land and and your website needs to be ready for that browse Enos.

16:14 He says that way, says browse Enos even and then yeah, we have Julie taken us on to question. Three saying, what are your thoughts and your feelings about? Rie virtual reality or a are augmented reality and similar Technologies being pushed by Tech platforms. Currently cargos, I love my quest to like I get white revolutionary Tech but we are nowhere near that being widely adopted, especially in a business setting. I think these are the first iterations of something that will be more common, a decade from now. And I go, how common can it get there? Will it ever be as cheap as mobile phones? Do you reckon Calgary spices that saying I think It will if we look at previous Tech lines of intra product, prices versus Now personal computers TV, mobile phones, or falling to this, in my opinion, Amazon will be want to introduce a crazy cheap option. Once everyone else Souls all the Innovation issues and I was like, very interesting, I do hope so Gil Gil. No response, even though I won't really be interested in it personally, it's going to be huge. And apple, really demoed a sick product yesterday, I could see, a are being massive in the future. Once it's affordable for the, General consumer just like Max and iPhone and all the rest Rafael goes, although they said that with the invention of the train and the car, I think there's a biological limit here.

17:33 I get so sick. After 10 seconds with any VR goggle, can't see myself using that on a regular basis. Gill says, so far, I've had the same experience. I think it's because of lag and resolution problems and I don't think Apple would release something without crisp and smooth visuals, but more than anything I just don't like, being shut off from the world. It even more. Mmm and Travis goes. Yeah, my litmus test for new tech is, will this improve human lives? I've seen AR and VR power surgery, pain management, lnd prep, and edu in medicine for consumables. Along a road, eliminating store, travel or trying in person, may save time, awaiting, more practical uses. So eliminating that whole having to go to the store and traveling and go to the store again, and going back to return stuff.

18:19 I have that Julie respond saying listen, I fully realized that. I An old. But I could not be less interested in this type of doing things in a virtual space holds zero appeal for me and my crying go. See, I need an extra strength dose of Base reality. I don't need app icons strapped to my effing head. I need the antidote to that and show malygos, I'm with you. I find no appeal personally, but I can totally see others being interested. Although, I'm not sure the metaverse has taken off lightly thought it would and drain goes. Yeah, the night of us has died a little bit, Melissa. He says time will tell, I'm not a big fan on that personally, they make me motion sick but the applications could be very cool down the road. I'm imagining being able to virtually try a product before buying that will be super cool.

19:04 And Julie goes, would you trust virtually trying it? It would offer more info than is available without being able to virtually try something. But it is still a virtual trying and yakko's will say that yes you'll be interesting to see if the Apple ski goggles actually do so of motion sickness like they claim to, I Get queasy with my quest to even when I work up to it and play for a few months on end, I can only handle maximum two hours at a time. And then Julie mentions about all the people that have yeah, corrective lenses, her distant and close-up vision is very bad. Car goes, not sure if you saw but Apple device souls for corrective lenses with hardware and I think the future Tech will be to solve that with software even doubly. Interesting, solving that with software Melissa goes, I can't even handle some regular non VR video games for them. Makes me sick to my stomach.

19:57 I know I'm really sensitive to this stuff but you are not holding my breath, that they'll solve that problem anytime soon. And Cargoes, my kids do this rollercoaster game, and I cannot do it want to puke every time and they're just happily enjoying it. Yeah, that's trying to that home. You know, imitating motion through VR home, be able to get to it and then, yeah, Julia voice goes. So many hairs, but here's a persists, a rvr will change map location Discovery behaviors in real life, it's very cold and coming faster than we think those stupid headsets are expensive and only do one thing, and the metaverse is a live map, not a conference room and Rain goes. Yeah, we are about eight years into Tech pushing. This Facebook seems to be given up on the metaverse. As I said, delivery schedule will not be led by Zach that much.

20:47 I'm willing to bet on by the medical world is going to look very different before regular day-to-day. To day life, in my opinion. I mean, yeah. I was like, yeah, I will bring a continued divided in society and opportunity available to businesses and their expense of it is going to be out of reach for so many the hardware and even advertising through it. So it's not just about yeah the hardware their applications of it but actually advertising and ask question 3 Micron goes yeah there's a massive potential hair but the bottleneck is and has always been the interface until we get a our lenses. It's a niche product and he continues there always has been If you want to learn more read about Nintendo's Virtual Boy from prototype to end product. It was a stunning concept kneecapped by practical Necessities. Many of the same issues, still here, 30 years later. Wow, 30 years later.

21:36 Now, Hopkins goes on with this is an answer really loved saying that I have a slight odd perspective because of my husband's work in VR. And AR, I truly believe there are certain industries and implementations that deserve attention. So that's like medical learning shopping. They are others. That it's all hype. And then, yeah, she continues the essential question to ask is did adding VR or ar make the thing better. If the answer is, no, I don't think that we need to invest in it, learn skills. Not going to lie, a little jealous life through me, some curveballs as a kid. So I ended up in the military but initially I wanted to go into computer science. I always wanted to be a part of stuff like this. That could change people's lives one day and I agree what novice a saying that. Yeah, he's changing lives in his own. In a way, I'm sure and Lawrence response to question 3 as well. Saying a rvr will be big one day think of us running ads for our clients on buildings inside a virtual environment. Other folks are interacting with celebrities and game or environment promoting products, not to mention seeing clothing homes, Etc.

22:44 And then asked to respond saying, honestly, pretty indifferent a is kind of cool. Like, when I was shopping for a desk chair and could use my phone camera to see the chair in, My office space. I see more use cases for that than I do for VR right now and a lot of VR stuff is just too expensive. Yeah we are stuff is definitely expensive and then we have Michael responded saying that with each one it feels like we are getting what people want to develop and less like something that is designed to benefit the majority of people. Also I'm really uncomfortable with not being able to tell the difference between the real and digital worlds and yeah he leave I say. It's a major problem already. You have regular people being very aggressive in spaces that are just digital and law enforcement and those who can help asking what's Tick-Tock.

23:31 This can only increase with VR advancements and Michael your goes. I agree. Obviously, I'm not adverse to all digital technology. I just don't want people including myself to lose a sense of the non digital world totally. It's A Touch of grass on purpose situation out there Julia Vice or response and he actually takes us on to question 4. Saying since we're already getting their, do you think that a rvr has an important role to play in our future Tech interaction? And how if at all, do you see this impacting? PPC. And then cut goes, yeah, call me and idealist. I really do. See a future reality where everyone, utilizes, some form of a are somehow in normal everyday life. I guess, we'll see what happens.

24:15 Lots of innovations that needs to happen. Especially around privacy and safety. It is D response enough. Gaming. AR will likely see a big adoption in the content category. I would love an immersive NBA game experience without the cost of Kurth courtside tickets AR holds potential for see TV and video ads. Girl responds saying they are by the time they are is prevalent in day-to-day use. I'll just have to click a button in performance Ultra x2000 Max. Yeah. In order to deploy my ads to gogol's world mean I think you mean Google's world today. Travis response question for as well saying as with anything adoption pushes the snowball down the hill headset. Wearers could see exclusive sales and story order prompts for near Mt dish detergent.

25:05 Containers, but feeder ads when one flies into view have to stay at least with the Curve. Yeah. That's some very interesting curve that we get into in this world of AR and VR and what it could be for advertising. Don King in response to question three sing with the exception of apparel and Automotive, it is nothing more than pretty smoke and mirrors. No, he's not a fan of a rvr from the sounds of it delivers responsive ads in our contact lenses. Obviously, relevance closer customer relations extreme, reach John Keegan, responsive question, forcing probably, but not in the next two to three years for society, might be an ugly, ADD extension in sem, in the near future, that will go The way of G Plus Google.

25:54 Wave enhanced campaigns Overture, click to text extensions, fairness, Etc. I thought he said fanos there for a second, Melissa goes, solid Overture reference there, LOL. And we have never Hopkins going, yes, on PPC. I see most of the impact on shopping travel and other Industries where being able to see a virtual version of something will help with Commerce. I could see a our codes being linked into feeds additional place. Minutes and then Michael, as well. Say, I have absolutely no idea what you would use this for other, than creating some sort of digital experience, but I would say you'd be better off using that budget for non digital experiences and building Community.

26:36 Well, the whole Community Building thing is a lot more people should do that. Chanel, a response saying, I might be in the minority by thing. VR will be very niche in the near future. I do think ads will make their way into those niches, but it won't be widespread. Red, I'm thinking mainly video game type uses Sims next life, Etc. If you are using for job training less at Julia's Wells response to question for, see I'm not sold on a RV are becoming part of the majority of people's daily lives at least, not at this juncture, but I do know that when, or if it is Advil, most certainly have a place in the AR of VR environment. Now, every sponsoring a good test will be to see how brands of consumers interact with the generative such experience. The more we see adoption and engagement versus frustration and swapping to other search engines, the more data we'll have for Tech enhancement to commence, Julie goes great points.

27:33 As I said previously, we have spent 20 years teaching people how to search. It is a big deal to get them, to do it in a different way. Remember how Alexa was going to revolutionize a search and shopping turns out people weren't that into it time will tell search and shopping. Hmm Lawrence goes what Amazon is? Missing is that visual element. I think people still like to see something before they make a purchase. They are companies making millions on Virtual in-game purchases today already. But then, yeah, you know how there's Amazon shops. And then you can just you can actually go into a shop and buy things and it's not about buying offline. I actually like that physical experience Julia. If I said the answer to that was going to be the small mirror to which me and it turns out many people say, no thank you. Julie goes prophecies that gigantic. In the arv, our room, we haven't even talked about it relative to kids, which can take me from calm, professional discussing martic to She-Hulk pre-teach quick to give us because it's rough out there and we really don't have great answers. Even the more protective laws don't actually accomplished much and the Privacy first experience tends to just push people to vpns or abandonment.

28:47 Yes, let's not abandon things. Lawrence as well. Says yes. Absolutely. Simple things like trying on clothing seeing the inside of our home for sale driving. A car before buying having ads inside of games. Or if someone is taking virtual trips to places, even the clothing, your likeness would have on. And he continues, I will say, if we think that our mental issues and addictions from social media, it will be worse. Oh my God. Yes, it will be worse with a rvr when they get really good escaping, into a different world. When Lonely, where you feel like you don't have friends. Whenever people might be bullying, you are God. And then the bullying down bone escalate in that space.

29:30 So many dangers of this. Yeah, Jenny goes. I'm loving this conversation today. Oh my God. Yes. But before we get to question five, Jill advice goes to question for saying. Okay, here's my real one. It will not be a surprise road. Safety and directions. / findability daily tasks that make things easier. Claire are more likely to go well will fit seamlessly. Leslie with some of the machines that we currently have. And then Julie goes, yeah, to question five with question five saying, what is the most exciting Tech advancement relative to PPC dies happening now. And why is it exciting? I always like exciting for BBC. I don't know, but a few people do have some exciting updates to share about. Yeah, Tech advancements relative to PPC, there's Happening. Now Gil gonna start us off saying yeah, my answer is vague because the tech Fields vague to us. But there's a lot going on behind the Automated matching. So automated matching audiences and intent Pursuit, is getting way better behind the scenes at Google but it's slowly working. More effectively for advertisers Travers. Go search intent has always been my biggest critique of Google specifically either.

30:39 They can't recognize it as well as claimed or haven't released that capability to advertisers and mass. If that needle moves Game Changer and seen flickers waiting, And with bated breath, Julia voice response to question five as well saying. I'd say merchant center next is the big one related to PPC the overall setup and process of MC is very cumbersome to businesses of all sizes. And this is the solution, make it seamless and get back to strategy now, because I was being a little bit pedantic because Chile had said, what is the most exciting Tech advancement relative to PPC? There's happening now.

31:20 So I was like thinking, wait, who's much Center next happening now. So I asked her that. Yeah, I thought that was something coming soon. So yeah, Geneva's goes, I think it's rolling out this year. My Canada accounts don't have it yet, so I didn't think that's something that's happening now, but it's coming out soon. So buckle up cherubs. And then we have never Hopkins responding to question five as well as in conversational, enhancements creative campaign, building and reports, I love how easy finding and creating things is now compared to 425. Two years ago, she liked things. How hard things are in terms of creating at ease of creating things compared to previously. And so yeah, Michael said that the most exciting thing I see in terms of tech is the small but noticeable.

32:04 Push back against all the tech each Tech development, we were promised the world and got nowhere near that. So now I think people are starting to see it. Isn't that Tech drives performance? Yeah, I know it's people and good strategy, learns respond saying. Yeah, this would be my answer to five as well. I am Assuming this is going to pave the way for not having to have feeds and maybe needing fewer engineering resources to get stuff done. And this is where he said that this will be my answer as in when Julie of I said, I'd say merchant center next. He continues saying especially if we no longer have to wait for resources to prioritize. Projects precisely Julie goes as a former designer. I am thrilled to hope that the quality of images across the web are about to get a lot better.

32:49 The struggle for Quality visual content still. Video is so real for so many businesses. Maybe ideas won't get stuck at need image phases. Melissa McKee has well said, I would love if a, I could place a tracking codes on websites for us. Such a big pain point for so many. Advertisers gildner respond saying, ga4 is getting pretty damn close to having the ability to do. So, would be massively useful if they can perfect that. So, yeah, perfecting a, I being able to place tracking codes on It's for us. Oh wow. Are you are you able to do that with cheerful? Interesting? Green Bronze is very early days, but in 12 months P, Max will be the game changer that Google wants it to be GMC. Next also, sounds interesting and manage him goes demand gen to I think it's going to be a big. Hmm, interesting point.

33:41 And we have Mike Ryan responding to question five. So quite a few exciting things happening now. Yeah, my girls her to say, but almost the only answer can be whatever Google wants to do next. So that's going to be, that's Fighting thing he continues. The platform is better understood and less open to third parties that it was a few years ago. Shorter Horizons cookies. Cookie less is a chaos Factor here, though. And mmm, is quite interesting, forgotten, What, mmm, stamps or, and I'll show you how, you know, Tim Johnson response to question. Five, six. I'm intrigued by some of the creative tools announced in GM Elsa, Google marketing live. Responsive formats have already been a move towards simplifying creative, but there are more Options out there now to make it easy to build assets for all the different formats needed still takes us to our last question of the day, it's been like a lengthy were very entertaining chat and educational chat.

34:36 Julie goes, what is the most concerning and overhyped Tech advancement relative to PPC that is happening now? And why is it concerning girl gonna respond saying? I honestly think paid social is in a weird place and has been massively overvalued in the past few years, and That Trend will likely unfortunately, continue think snap Tick-Tock and ig's clones of the above Sean hacking response. Him agree companies feel firmer on what's next rather than rational ad buying Guild, no response. And yeah I think that firmware has fed a lot of AD spend on new Platforms in the past few years without clear benefit to either Brandon or conversions. These platforms will be the first to get cut in a downturn Travis.

35:20 Also gives another answer to question 6 in its Brand or Advertiser control. We are a few clicks away from Google saying no, no hands off. We got it from here. That feels dangerous. We have no real alternative to Google's domination of the internet, perhaps Amazon. Which may be closer to that reality? Yes, Amazon come out with your own search engine, right? And then Travis continue saying, I think it's appropriate for Brands and advertisers to always have one hand on the steering wheel. Otherwise how do your Brand's promote themselves efficiently cost controls are vital in preserving brands if it's not just those of platforms should be preserved. And then we have John Kagan responding to question five saying. Once it fully rolls out to everyone, I am trying to make the best of a bad situation by getting excited about brand exclusion for p Max. We then have Julie advice responding to same, most privacy abuse misinformation, disinformation spend management. If all these seem pretty Broad and more social impact than PBC than you're not running campaigns for government. Right now, Melissa goes.

36:24 Yeah that talk of gml about managing marketing budgets with a. I got scary real quick. Yeah I can imagine John King response to question 6 saying I mean where do we start chat GPT pmax bing-a-ling to in targeting platforms caring about privacy GA for every one of these is a dog whistle only to actually do anything of substance for sem. Everything else is an ulcer waiting to happen. Then Julia voice gives another response to June 16, in terms of specific Tech advancements, where the tech is built with PPC, mind homogenization, everything is about to look, all the same. Michael goes, yeah, Target just gave us a really good example of the dangers of homogenization.

37:07 People in the South are not going to react the same way people in New England to a pride month display because people are distinct and we need to treat them that way. Yeah. And universities, I'm not sure. Pride Celebration is exactly what I meant queer. People in the South deserve support and inclusion just as much as everyone and will likely appreciate it in a way that others weren't. So different people. See things in different ways. I think that's very much a fact of life. Julie also responds to questions. 16, I have two elements of concern privacy with all the VR and AR we haven't even talked about how your privacy can be impacted by others use of that Tech potentially to intellectual property. Radically changing from how we currently know it manually, right? This goes anyone in law school right now. Specialize in IP.

37:55 You're about to have work for life. Ain't that the truth? Sean. Ellie response to question 6. Same most concerning for me, are the smart non-expert accounts, that Google and Bing try to get small Biz to set up. The machine learning, isn't there yet to be able to set up an account and let it run. But platforms are pushing that option and actually cost him smbs money because of the waste Before we close. All, we got some late answers to question 6. Lawrence goes the most concerning thing as a marketer will be legal aspects. All over of all of these advancements, legal issues are going to be challenged quickly. It will be a brand new frontier and 70 plus year old politicians will in many cases have no idea what is even being talked about.

38:42 But yeah, they will be the one interviewing people would just seems ridiculous. I don't that note. I'm going to bring us this chat to an end. There was so many great tweets, but as I keep reminding you, it's right there in the title of this podcast. This is Round Up. This is a summary, this is not giving you every single tidbit or every single tweet that was written. Although this is interesting from Michael. He says, any technology that promises, it is going to change everything to is both concerning an overhyped when they make sweeping statements like that. It's over selling combined with a clear lack of understanding. It seems of how marketing, especially Within corporations work. Not one-size-fits-all.

39:25 Not one thing can change everything like not one thing can change all of people's jobs anyway hope you've taken some great takeaways. Hope you found that chat. Very interesting and yeah if you want to continue this chat with Judy join us on Thursday at 12 p.m. eastern Time, 5 p.m. GMT where she'll be continuing this chat on Twitter spaces if you have any feedback or any corrections about anything, please get in touch with. Me on, at the marketing, a new, or on LinkedIn. Just find my name there. We also have a PPC chat Roundup podcast group that you can join, will be great for long-standing. A brand new listeners to give the podcast a review or rating. Just go to link tree.com /p PC chat on the score. Round up also remember PPC live, UK is celebrating his first year anniversary.

40:13 We've got four speakers is going to be a big celebration. There's going to be cake. There's going to be food is going to be drinks, that's gonna be amazing talks. And there's going to be an Unity to share your opinion about what's going on in the industry. Especially so yeah, join us for that. Just go to PC live UK.com for tickets for that. Finally, remember for your campaigns and businesses to Glide smoothly. There's a lot of hard work needed beneath the surface, so keep your swans kicking by and speak to you next week.