August 8, 2024 • 18 mins
Season 2 is finally here! 🎉 Henry and Ajay are back to break down the latest Google Ads updates and what they mean for YOUR business.
In this episode, we discuss Google’s shift from keyword-based targeting to a new, audience-interest based landscape. We'll dive into:
0:00 Introduction & Season 2 Welcome 👋
1:00 Google Ads Privacy & Cookie Updates 🍪
2:13 Why User Experience Matters for Google Ads 👍
3:57 The Shift from Keywords to Audiences 🔑➡️👥
7:09 What is the Google Display Network? 🌎
8:00 How Consumer Behavior is Shifting in 2024 📈
10:00 Why You NEED Performance Max (And An Omni-Channel Strategy) 🚀
11:40 Understanding Advanced AI and Google Ads 🤖
14:54 Wrap-up & Conclusion 🎬
Don't get left behind! 🤯 Learn how Performance Max and an omni-channel strategy can help you reach your ideal customers across Google Search, Display, YouTube, Gmail, and more.
Like, subscribe, and hit the notification bell 🔔 for more Google Business Buzz!
#googleads #performancemax #digitalmarketing #marketing #advertising #omnichannel #seo #ppc #google #youtube #gmail #business
Google Business Buzz Podcast
Brought to you by:
OMG National
www.omgnational.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:23):
Hello and welcome to season two of the Google
Business Buzz.
I'm here with my brother, ajay,on an action-packed topic the
transformative world of GoogleAds.
How are you doing, ajay, henry?
Speaker 2 (00:37):
I'm doing excellent.
It's great to be here and it'sgreat to be with all of our
viewers and listeners.
I cannot believe that we'vebeen doing this for a year
already.
It's been an absolute blast andI'm ready for another one.
Speaker 1 (00:49):
Awesome.
Me too, me too.
So let's get into it.
There's been a lot of news, alot of updates around Google.
They've been in the newsbecause of antitrust, all of
this back and forth, but themost important thing for
business owners, in myestimation, is that they've
(01:11):
retracted what they were sayingabout Google cookies going away.
This means that when usersvisit a website, they are added
a tracking code to their browser, right?
So then when that user leavesthe website, they're followed
throughout their internetbrowsing experience with ads
(01:34):
from that website.
Now, google was saying thatthis was going away because of
privacy issues and all thatstuff, but they've retracted.
They've since taken a step backthere.
What are your thoughts on this,cj?
Why do you think they did that?
Speaker 2 (01:52):
I think from a look, google is very calculated and
they don't make moves without agood reason.
I think from a pub, from apublicity standpoint, obviously
backing away from this may bebad From a real life user
experience standpoint.
We know that cookies are goingto create for ads showing in
(02:13):
more relevant situations andbetter ads, so better for the
customer journey and the userexperience.
So the overall net effect Ithink is going to be a positive
one, even if the public effector the perception of it is going
to be a positive one, even ifthe public effect or the
perception of it is going to benegative.
At the end of the day, withGoogle kind of taking a step
back away from cookies nowcoming back closer to cookies, I
think the end result is goingto be better for the user.
Speaker 1 (02:37):
I agree with you.
I agree with you In the longrun, it is much better for a
user to get relevant advertising.
If you can't get away from ads,you might as well get relevant
ads, and a lot of people aren'tgoing to prefer to pay a
subscription to YouTube to getaway from ads.
You can't get away from ads onGmail, right?
(02:58):
That's something that you justsimply can't do, so why would
you want to see irrelevant ads?
Let's face it, I think I did agood.
Speaker 2 (03:06):
Nobody likes ads.
That I've ever met, not oneperson except in.
You know the one in a hundredwhen, when it's a video or the
ad is super quirky and creative,no one's ever enjoyed an ad, or
most people don't, and so ifyou're going to get hit with an
ad, it better it had better be agood one.
Is is the philosophy.
So, that being said, it makestotal sense.
Otherwise, you're going to beshown bad ads.
(03:28):
Not only do you not want to getthem, but you're going to be
shown ads that aren't relevantto you.
Everyone is wasting their moneyin the process, and so it makes
total sense, and I think peoplewill come to realize that
sooner than later.
Speaker 1 (03:38):
I agree, and, to that point, google Ads itself is
changing because of topics we'vealready discussed local service
ads, cannibalizing that topspot, making Google Ads change,
and they did it very elegantlywith their entire platform.
Right, it's an omni-channelapproach.
(04:00):
Now that they're deliveringwith Performance Max, something
that is brand new.
Breaking news today it's August7th for everybody.
This will be out in a couple ofweeks, but Google is actually
going to transition what theycall smart campaigns into
Performance Max campaigns.
(04:21):
Now, smart campaigns are whatwas once called these easy,
simple ads that you just clickon and click off, very limited
in their optimization and whatyou could do.
Reason to have that type of adadvertising type, ad type.
(04:49):
They're going to transition toperformance max campaigns
because it does the same thingand more.
It offers ai capabilities.
Right, optimization, they'relooking at audiences.
More.
They're looking at uh phrases,keyword phrases instead of
specific keywords.
You could get granular withthis information, but what
(05:09):
Google is doing is they're justusing their high, very
influential AI the AI that hasaccess to all of the data on the
internet for the past 25 yearsand they're applying that to
their Google ads later.
Speaker 2 (05:26):
And this is representative of a very big
shift.
What our viewers and listenersshould know at the core is that
Google ads used to bepredominantly a search-based
landscape, a search-basedframework applied to it, and
this is completely shifting onits axis.
Like Henry said, performanceMax is an omni-channel approach.
So not only are we takingadvantage of Google's display
(05:48):
network, which is huge those arethe banners on.
An example of that is like thebanners on ESPN or Yahoo the
banner ads Not only are wetaking advantage of YouTube,
which is the largest streamingand video platform in the world,
it takes advantage of manyGoogle properties, including
Gmail, gmail ads, discovery ads,retargeting ads and so it takes
(06:10):
that budget and it's going touse it where it thinks it can
get the most give for it.
So notice that we're shiftingfrom a purely search keyword
based landscape into an okay,let's maximize our budget across
all of Google's properties andmediums landscape, and that's
where Google wants us to go.
They want us to move to thisnew world, and so Performance
(06:30):
Max has been a hot topic.
We've had a lot of successthrough integrating a
complimentary strategy wherebywe have clients, you know,
through the search lens, usinglocal services ads if they're in
a vertical that's eligible toget those calls, and then, when
they want more give than LSAsare able to give, we also add
them on Performance Max, andthen that's a way to maximize
(06:51):
the yield from the paid ad side.
And so that's kind of the shifthappening here that you should
all know about because it's veryimportant, and we just see more
evidence of that happening withGoogle, with Henry's latest
news bit about smart campaignsgoing to Performance Max, so
very big topic in the ads world,right now, and Google is doing
this because they understandbetter than anyone where the
(07:13):
consumer is and how the consumeris changing.
Speaker 1 (07:17):
Consumers are more savvy in 2024.
Consumers are also in moreplaces and, depending on the
location where they are and theyou know socioeconomic
demographic that they are in,there might be an Instagram more
.
They might be in Facebook more.
(07:38):
They might be on the Google appmore looking at the news
updates that come through, andthat's when you need to use the
different platforms, right.
We're talking a lot aboutGoogle ads here, which is very
important, and it has most ofthe world captured because
(08:00):
everybody's on Google.
It's the most important searchengine.
People still are relying onGoogle every single day, as well
as businesses.
But what's happening is that theuser experience is changing.
They're going from one place toanother, they're researching,
they're doing more due diligenceso that they can understand and
(08:26):
not regret paying money for aservice or a product after the
fact.
Right, People are readingreviews more and more.
People are checking outwebsites more and more.
People are checking out socialmedia more and more, and it's
not necessarily in any of thoseareas where they're going to
(08:46):
convert.
We don't know where they'regoing to convert.
Touch points are increasing.
This happens when the economyshifts right.
If it's a bad time in theeconomy, if people are
struggling, search is going togo down.
Things are going to happen, butif things are going good,
people are going to be spendingmoney everywhere.
So that's another thing that weneed to take into consideration
(09:09):
how the consumer behavior ischanging.
Speaker 2 (09:13):
And if you really want to sum that up into a line
like everything we just said,it's really that we're moving
from a more search and keywordbased environment to a more
audience based environment, andthat is what Performance Max is
doing it's more performance andit's more audience based.
And that is what PerformanceMax is doing it's more
performance and it's moreaudience-based.
And that's really whereFacebook shines too.
So Google is really taking aleaf out of Facebook's playbook
(09:35):
here by leaning towards a moreaudience-based approach.
To encapsulate everything thatHenry just said the market is
changing and Google wants to beon top of that and, like he said
, in 2024, they're coming fromeverywhere, and so we got to be
everywhere, and sometimes withlimited budgets, that's very
difficult, and so, withPerformance Max, using Google's
(09:56):
AI and machine learning behindthe scenes to optimize placement
in the right mediums that youcan afford, it's very smart to
be there and I think it's yeah,it's a good example of Google
learning from what Meta doesreally well.
Also because Meta's biggeststrength, as anyone knows, is
audience and interest-basedtargeting.
I mean, for as great asGoogle's tools are for most of
(10:19):
our clients, nobody can do I'mgoing to go ahead and say nobody
can do audience andinterest-based targeting, like
Meta can, and so it's good thatGoogle is learning and
incorporating that as well.
I think that's alsorepresentative of that.
Speaker 1 (10:32):
I agree with you, and I mean Meta has been doing this
for so many years, right WithFacebook.
I remember creating my Facebookaccount and telling them things
that I thought had no bearingon anything what is my favorite
book?
What is my favorite movie?
What is my favorite show?
This, that the other, all of myinterests.
(10:53):
Now they're using thoseinterests, like you said, to
really dial in that advertising,and Meta just has so much
experience with this way ofadvertising that Google is
definitely trying to catch up,just like you said.
Another example that they'redoing is similar to the meta
(11:15):
look-alike audiences right,where you can just give them a
CSV, a list of emails, names orphone, and they can match that
information, target people thatlook or are very similar in
their Facebook profile to thosealready might be consumers of
(11:36):
your business.
Google has something like thatit's called a customer match
list and you can give them thesame details, the same data
points, and Google will do thatretargeting aspect of it.
So it's they borrow from eachother, right, like they do.
They do they beautifully borrowfrom each other.
(11:57):
But it's really smart if you'renot limited by budget or if you
know how to use your budgetwisely to be in both places in
Google and in Meta In theexample that we talked about
earlier.
We never know where ourconsumers are going to actually
convert.
Touchpoints are everywhere.
(12:18):
Touchpoints meaning hey, I sawthis business on my Spotify web
feed because I'm using the webplayer and I'm seeing the
display ad.
Now I visit the website, Idon't do anything, I bounce off,
but I go to their Instagrampage or I start seeing Instagram
(12:40):
ads on my feed.
That happens because I clickedon their website and the pixel
has been added to my browsingexperience.
Now Facebook and Meta has me ontheir retargeting campaign.
Now I'm getting retargeted fromall ways and they also use IP
information to retarget people,like the other day I was just
(13:03):
talking to my wife aboutsomething and I didn't search
for it anywhere, but I startedto see ads on my Instagram about
it.
It's because they're using IPinformation.
We're two adults in the samehouse and the same IP.
We.
When we don't have a goodlanding page for users to
(13:38):
actually visit that website,that click.
Then you're never going tostart converting.
What happens is users arefickle, right?
People don't want to be led toa website that isn't exactly
what they were intending toclick on, right.
So when we are creating ads foran emergency towing service,
(14:05):
right, those are usually searchads that we use and click to
call ads because they'reemergency services.
People are on their phone onthe side of the road looking for
help, looking for assistanceright now.
Right, you're not going to goonto YouTube, you're not going
to go onto Google Gmail to lookfor that kind of assistance.
(14:25):
So you go to Google search, youclick on that first thing.
You see, you talk to a liveperson.
But if that person doesn'tprovide towing service maybe
they're an automotive repairshop then you're doing things
wrong.
Or maybe, if they only do tirechanges but you have to have a
spare tire and you don't have it, then that needs to be detailed
(14:45):
into the ad so you don't haveto pay for that bad click right.
The user needs to know thesethings.
The business owner needs toknow how to optimize for that
user so that everybody's happy.
And I think that's whatGoogle's ultimate goal is.
And even though they arecriticized for having all types
(15:07):
of privacy violations or thingslike that, I think their
ultimate goal is high qualitysearch results, high quality
advertising results for optimaluser experience.
Because I always say it, ifGoogle loses the user experience
war, then people are going tochange to Bing, people are going
(15:28):
to change to different searchengine and chat.
Gpt is coming with their ownsearch engine, right everything.
Everybody's coming at theirheels so they can't slip.
Speaker 2 (15:41):
They have slipped before, but they can't slip in
this realm well said, brother,and so I think where it all
rounds up for everyone watchingand listening is that google is
changing, as henry says,changing to a more audience and
interest-based landscape andbecause of that, very
instructively, some tools thatsaid changing to a more audience
and interest-based landscapeand, because of that, very
instructively, some tools thatyou can use to be prepared for
this environment are lookinginto Performance Max, looking
(16:03):
into smart campaigns and gettingyour mindset shifted away from
a okay, this is a search-onlylandscape and I need to just
take care of my keywords, put ina budget and I'm good to go.
No, that's still a very largecomponent of it, depending on
your industry, but we're goingto want to evolve with the times
, and so evolving with the timesmeans, you know, checking into
these new campaign types, tryingthem out, tinkering and getting
(16:26):
better over time.
And, as always, if you don'tknow what you're doing, that's
okay.
You may be a professionaltradesman or trades person, but
or a professional, what otherindustry you are but there are
professionals willing and eagerto help, one of those being, omg
National, and so with that guys, it's been an awesome season
one, henry, and I greatly lookforward to a productive and fun
(16:51):
season two, henry, anything elseyou got to add bro.
Speaker 1 (16:54):
Well, I just wanted to thank everybody for listening
, for tuning in.
We've seen great reviews, greatresponse to the information we
try to communicate to ourlisteners.
It's meant to help educatesmall business owners,
medium-sized business owners, onthese intricate platforms.
(17:18):
That they don't make it easy,right, and I'm sure everybody,
like Jay said.
Everybody is specialized intheir area and their profession
and that's what we do.
We try to bring the terminologydown to a place where everybody
can understand, trying toremove jargon from the
(17:38):
conversation, because if youcan't explain this to a
five-year-old, you don't knowwhat's wrong and you don't know
what you're doing Right.
So with that, thank you foreverything to the public.
Thank you, ajay, for being herealways and helping me bounce
ideas and summing everything upso nicely.
And a big shout out to ourmarketing department here at OMG
(18:02):
National, abby and MJ, and oursuperstar producer, ronnie Cash.
Thank you so much for makingthese amazing videos, these pods
, the shorts they look great.
Another huge shout out to ourC-Level, karain Josh, mike
(18:22):
Rappaport and Jesse Lubar, ourfearless leader, and everybody
with that, thank you next time.
Hello and welcome to season two of the Google
Business Buzz.
I'm here with my brother, ajay,on an action-packed topic the
transformative world of GoogleAds.
How are you doing, ajay, henry?
Speaker 2 (00:37):
I'm doing excellent.
It's great to be here and it'sgreat to be with all of our
viewers and listeners.
I cannot believe that we'vebeen doing this for a year
already.
It's been an absolute blast andI'm ready for another one.
Speaker 1 (00:49):
Awesome.
Me too, me too.
So let's get into it.
There's been a lot of news, alot of updates around Google.
They've been in the newsbecause of antitrust, all of
this back and forth, but themost important thing for
business owners, in myestimation, is that they've
(01:11):
retracted what they were sayingabout Google cookies going away.
This means that when usersvisit a website, they are added
a tracking code to their browser, right?
So then when that user leavesthe website, they're followed
throughout their internetbrowsing experience with ads
(01:34):
from that website.
Now, google was saying thatthis was going away because of
privacy issues and all thatstuff, but they've retracted.
They've since taken a step backthere.
What are your thoughts on this,cj?
Why do you think they did that?
Speaker 2 (01:52):
I think from a look, google is very calculated and
they don't make moves without agood reason.
I think from a pub, from apublicity standpoint, obviously
backing away from this may bebad From a real life user
experience standpoint.
We know that cookies are goingto create for ads showing in
(02:13):
more relevant situations andbetter ads, so better for the
customer journey and the userexperience.
So the overall net effect Ithink is going to be a positive
one, even if the public effector the perception of it is going
to be a positive one, even ifthe public effect or the
perception of it is going to benegative.
At the end of the day, withGoogle kind of taking a step
back away from cookies nowcoming back closer to cookies, I
think the end result is goingto be better for the user.
Speaker 1 (02:37):
I agree with you.
I agree with you In the longrun, it is much better for a
user to get relevant advertising.
If you can't get away from ads,you might as well get relevant
ads, and a lot of people aren'tgoing to prefer to pay a
subscription to YouTube to getaway from ads.
You can't get away from ads onGmail, right?
(02:58):
That's something that you justsimply can't do, so why would
you want to see irrelevant ads?
Let's face it, I think I did agood.
Speaker 2 (03:06):
Nobody likes ads.
That I've ever met, not oneperson except in.
You know the one in a hundredwhen, when it's a video or the
ad is super quirky and creative,no one's ever enjoyed an ad, or
most people don't, and so ifyou're going to get hit with an
ad, it better it had better be agood one.
Is is the philosophy.
So, that being said, it makestotal sense.
Otherwise, you're going to beshown bad ads.
(03:28):
Not only do you not want to getthem, but you're going to be
shown ads that aren't relevantto you.
Everyone is wasting their moneyin the process, and so it makes
total sense, and I think peoplewill come to realize that
sooner than later.
Speaker 1 (03:38):
I agree, and, to that point, google Ads itself is
changing because of topics we'vealready discussed local service
ads, cannibalizing that topspot, making Google Ads change,
and they did it very elegantlywith their entire platform.
Right, it's an omni-channelapproach.
(04:00):
Now that they're deliveringwith Performance Max, something
that is brand new.
Breaking news today it's August7th for everybody.
This will be out in a couple ofweeks, but Google is actually
going to transition what theycall smart campaigns into
Performance Max campaigns.
(04:21):
Now, smart campaigns are whatwas once called these easy,
simple ads that you just clickon and click off, very limited
in their optimization and whatyou could do.
Reason to have that type of adadvertising type, ad type.
(04:49):
They're going to transition toperformance max campaigns
because it does the same thingand more.
It offers ai capabilities.
Right, optimization, they'relooking at audiences.
More.
They're looking at uh phrases,keyword phrases instead of
specific keywords.
You could get granular withthis information, but what
(05:09):
Google is doing is they're justusing their high, very
influential AI the AI that hasaccess to all of the data on the
internet for the past 25 yearsand they're applying that to
their Google ads later.
Speaker 2 (05:26):
And this is representative of a very big
shift.
What our viewers and listenersshould know at the core is that
Google ads used to bepredominantly a search-based
landscape, a search-basedframework applied to it, and
this is completely shifting onits axis.
Like Henry said, performanceMax is an omni-channel approach.
So not only are we takingadvantage of Google's display
(05:48):
network, which is huge those arethe banners on.
An example of that is like thebanners on ESPN or Yahoo the
banner ads Not only are wetaking advantage of YouTube,
which is the largest streamingand video platform in the world,
it takes advantage of manyGoogle properties, including
Gmail, gmail ads, discovery ads,retargeting ads and so it takes
(06:10):
that budget and it's going touse it where it thinks it can
get the most give for it.
So notice that we're shiftingfrom a purely search keyword
based landscape into an okay,let's maximize our budget across
all of Google's properties andmediums landscape, and that's
where Google wants us to go.
They want us to move to thisnew world, and so Performance
(06:30):
Max has been a hot topic.
We've had a lot of successthrough integrating a
complimentary strategy wherebywe have clients, you know,
through the search lens, usinglocal services ads if they're in
a vertical that's eligible toget those calls, and then, when
they want more give than LSAsare able to give, we also add
them on Performance Max, andthen that's a way to maximize
(06:51):
the yield from the paid ad side.
And so that's kind of the shifthappening here that you should
all know about because it's veryimportant, and we just see more
evidence of that happening withGoogle, with Henry's latest
news bit about smart campaignsgoing to Performance Max, so
very big topic in the ads world,right now, and Google is doing
this because they understandbetter than anyone where the
(07:13):
consumer is and how the consumeris changing.
Speaker 1 (07:17):
Consumers are more savvy in 2024.
Consumers are also in moreplaces and, depending on the
location where they are and theyou know socioeconomic
demographic that they are in,there might be an Instagram more
.
They might be in Facebook more.
(07:38):
They might be on the Google appmore looking at the news
updates that come through, andthat's when you need to use the
different platforms, right.
We're talking a lot aboutGoogle ads here, which is very
important, and it has most ofthe world captured because
(08:00):
everybody's on Google.
It's the most important searchengine.
People still are relying onGoogle every single day, as well
as businesses.
But what's happening is that theuser experience is changing.
They're going from one place toanother, they're researching,
they're doing more due diligenceso that they can understand and
(08:26):
not regret paying money for aservice or a product after the
fact.
Right, People are readingreviews more and more.
People are checking outwebsites more and more.
People are checking out socialmedia more and more, and it's
not necessarily in any of thoseareas where they're going to
(08:46):
convert.
We don't know where they'regoing to convert.
Touch points are increasing.
This happens when the economyshifts right.
If it's a bad time in theeconomy, if people are
struggling, search is going togo down.
Things are going to happen, butif things are going good,
people are going to be spendingmoney everywhere.
So that's another thing that weneed to take into consideration
(09:09):
how the consumer behavior ischanging.
Speaker 2 (09:13):
And if you really want to sum that up into a line
like everything we just said,it's really that we're moving
from a more search and keywordbased environment to a more
audience based environment, andthat is what Performance Max is
doing it's more performance andit's more audience based.
And that is what PerformanceMax is doing it's more
performance and it's moreaudience-based.
And that's really whereFacebook shines too.
So Google is really taking aleaf out of Facebook's playbook
(09:35):
here by leaning towards a moreaudience-based approach.
To encapsulate everything thatHenry just said the market is
changing and Google wants to beon top of that and, like he said
, in 2024, they're coming fromeverywhere, and so we got to be
everywhere, and sometimes withlimited budgets, that's very
difficult, and so, withPerformance Max, using Google's
(09:56):
AI and machine learning behindthe scenes to optimize placement
in the right mediums that youcan afford, it's very smart to
be there and I think it's yeah,it's a good example of Google
learning from what Meta doesreally well.
Also because Meta's biggeststrength, as anyone knows, is
audience and interest-basedtargeting.
I mean, for as great asGoogle's tools are for most of
(10:19):
our clients, nobody can do I'mgoing to go ahead and say nobody
can do audience andinterest-based targeting, like
Meta can, and so it's good thatGoogle is learning and
incorporating that as well.
I think that's alsorepresentative of that.
Speaker 1 (10:32):
I agree with you, and I mean Meta has been doing this
for so many years, right WithFacebook.
I remember creating my Facebookaccount and telling them things
that I thought had no bearingon anything what is my favorite
book?
What is my favorite movie?
What is my favorite show?
This, that the other, all of myinterests.
(10:53):
Now they're using thoseinterests, like you said, to
really dial in that advertising,and Meta just has so much
experience with this way ofadvertising that Google is
definitely trying to catch up,just like you said.
Another example that they'redoing is similar to the meta
(11:15):
look-alike audiences right,where you can just give them a
CSV, a list of emails, names orphone, and they can match that
information, target people thatlook or are very similar in
their Facebook profile to thosealready might be consumers of
(11:36):
your business.
Google has something like thatit's called a customer match
list and you can give them thesame details, the same data
points, and Google will do thatretargeting aspect of it.
So it's they borrow from eachother, right, like they do.
They do they beautifully borrowfrom each other.
(11:57):
But it's really smart if you'renot limited by budget or if you
know how to use your budgetwisely to be in both places in
Google and in Meta In theexample that we talked about
earlier.
We never know where ourconsumers are going to actually
convert.
Touchpoints are everywhere.
(12:18):
Touchpoints meaning hey, I sawthis business on my Spotify web
feed because I'm using the webplayer and I'm seeing the
display ad.
Now I visit the website, Idon't do anything, I bounce off,
but I go to their Instagrampage or I start seeing Instagram
(12:40):
ads on my feed.
That happens because I clickedon their website and the pixel
has been added to my browsingexperience.
Now Facebook and Meta has me ontheir retargeting campaign.
Now I'm getting retargeted fromall ways and they also use IP
information to retarget people,like the other day I was just
(13:03):
talking to my wife aboutsomething and I didn't search
for it anywhere, but I startedto see ads on my Instagram about
it.
It's because they're using IPinformation.
We're two adults in the samehouse and the same IP.
We.
When we don't have a goodlanding page for users to
(13:38):
actually visit that website,that click.
Then you're never going tostart converting.
What happens is users arefickle, right?
People don't want to be led toa website that isn't exactly
what they were intending toclick on, right.
So when we are creating ads foran emergency towing service,
(14:05):
right, those are usually searchads that we use and click to
call ads because they'reemergency services.
People are on their phone onthe side of the road looking for
help, looking for assistanceright now.
Right, you're not going to goonto YouTube, you're not going
to go onto Google Gmail to lookfor that kind of assistance.
(14:25):
So you go to Google search, youclick on that first thing.
You see, you talk to a liveperson.
But if that person doesn'tprovide towing service maybe
they're an automotive repairshop then you're doing things
wrong.
Or maybe, if they only do tirechanges but you have to have a
spare tire and you don't have it, then that needs to be detailed
(14:45):
into the ad so you don't haveto pay for that bad click right.
The user needs to know thesethings.
The business owner needs toknow how to optimize for that
user so that everybody's happy.
And I think that's whatGoogle's ultimate goal is.
And even though they arecriticized for having all types
(15:07):
of privacy violations or thingslike that, I think their
ultimate goal is high qualitysearch results, high quality
advertising results for optimaluser experience.
Because I always say it, ifGoogle loses the user experience
war, then people are going tochange to Bing, people are going
(15:28):
to change to different searchengine and chat.
Gpt is coming with their ownsearch engine, right everything.
Everybody's coming at theirheels so they can't slip.
Speaker 2 (15:41):
They have slipped before, but they can't slip in
this realm well said, brother,and so I think where it all
rounds up for everyone watchingand listening is that google is
changing, as henry says,changing to a more audience and
interest-based landscape andbecause of that, very
instructively, some tools thatsaid changing to a more audience
and interest-based landscapeand, because of that, very
instructively, some tools thatyou can use to be prepared for
this environment are lookinginto Performance Max, looking
(16:03):
into smart campaigns and gettingyour mindset shifted away from
a okay, this is a search-onlylandscape and I need to just
take care of my keywords, put ina budget and I'm good to go.
No, that's still a very largecomponent of it, depending on
your industry, but we're goingto want to evolve with the times
, and so evolving with the timesmeans, you know, checking into
these new campaign types, tryingthem out, tinkering and getting
(16:26):
better over time.
And, as always, if you don'tknow what you're doing, that's
okay.
You may be a professionaltradesman or trades person, but
or a professional, what otherindustry you are but there are
professionals willing and eagerto help, one of those being, omg
National, and so with that guys, it's been an awesome season
one, henry, and I greatly lookforward to a productive and fun
(16:51):
season two, henry, anything elseyou got to add bro.
Speaker 1 (16:54):
Well, I just wanted to thank everybody for listening
, for tuning in.
We've seen great reviews, greatresponse to the information we
try to communicate to ourlisteners.
It's meant to help educatesmall business owners,
medium-sized business owners, onthese intricate platforms.
(17:18):
That they don't make it easy,right, and I'm sure everybody,
like Jay said.
Everybody is specialized intheir area and their profession
and that's what we do.
We try to bring the terminologydown to a place where everybody
can understand, trying toremove jargon from the
(17:38):
conversation, because if youcan't explain this to a
five-year-old, you don't knowwhat's wrong and you don't know
what you're doing Right.
So with that, thank you foreverything to the public.
Thank you, ajay, for being herealways and helping me bounce
ideas and summing everything upso nicely.
And a big shout out to ourmarketing department here at OMG
(18:02):
National, abby and MJ, and oursuperstar producer, ronnie Cash.
Thank you so much for makingthese amazing videos, these pods
, the shorts they look great.
Another huge shout out to ourC-Level, karain Josh, mike
(18:22):
Rappaport and Jesse Lubar, ourfearless leader, and everybody
with that, thank you next time.
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