This year, everyone in the PPC community is losing it over the potential of AI and automation to change the game. I’m telling you, there are two big AI developments that we’ve gotta keep our eyes on. The first one is PMax, a new campaign type from Google that lets advertisers run ads across all their networks, from search to YouTube to Maps all in one campaign. It’s a game-changer.
The second AI development to keep an eye on is the SGE. It’s a boxed-in AI-generated answer that shows up above Google’s search results and gives you links, images, and even a conversational mode for follow-up questions. It’s like Google is giving us a little crystal ball to peek into the future of advertising.
I got a chance to sit down for an exclusive interview with Susie Vowinkel, who’s the Managing Director at Google Travel. She’s the one who’s got the inside scoop on what’s coming in 2024 and how advertisers can make the most of PMax and SGE.
Vowinkel’s got a message for everyone who’s not quite sold on switching from manual to automation. She’s saying, “Come on, people! You’re missing out on big opportunities if you’re still working manually. Trust the AI.”
She’s saying that PMax is the key to reaching consumers with the right messaging, all without having to manually figure out seasonal behaviors or spending hours trying to anticipate shifts in consumer behavior. According to Vowinkel, using PMax helped one airline see major increases in customer acquisition and bookings, along with a decrease in cost per action. That’s some real results.
But Vowinkel knows that some marketers are worried about giving up control to AI. She wants them to know that PMax was designed to take some of the need for control away and let the AI do the heavy lifting.
She’s also honest about the pitfalls of PMax, saying, “It’s a newer product, and it takes time to understand and grow. What you put into the product is going to help the outputs.” So she’s got some tips for using PMax, like setting strong goals and using relevant audience lists.
And Google’s not stopping there. In 2024, they’re planning to enhance the PMax product based on feedback from marketers. They want to find new ways for advertisers to enhance the input they provide to PMax, so the output is as effective as possible.
Now, let’s not forget about the SGE. It’s still experimental, but it’s got everybody buzzing. Google’s tested a new SGE ad format, and everyone is waiting to see what’s going to happen with it. Vowinkel is telling advertisers to be ready for anything, because we just don’t know what this is going to look like yet.
Look, the future of search marketing is about to get crazy, and we’ve got to stay ahead of the game. Google’s got a daily newsletter that’s going to keep us in the loop, so we don’t fall behind. This is the future of advertising, people, and it’s going to be wild.