October 15, 2024 • 16 mins
Google Ads and Local Service Ads are getting HUGE updates, and we're breaking them all down for you! In this video, we'll discuss the latest changes to Performance Max and LSA, including AI-powered lead validation, negative keywords for PMax, and the importance of a multi-channel approach. Plus, learn why email marketing is more important than ever! Don't get left behind – stay ahead of the curve with these game-changing updates.
Chapters:
0:00 Introduction
0:20 What’s new for Google LSA?
1:54 Automating Lead Disputes
2:44 Rating Your Leads
3:00 Impact of AI & Machine Learning
3:42 Thoughts on the New LSA Update
4:09 Performance Max Updates
7:17 New PMax Updates
7:58 Transitioning From Traditional Search
8:30 Audience-Based Targeting
9:46 Shameless Plug 😉
11:51 In a Nutshell - Recap
13:20 Wrap Up
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 (00:22):
Hello and welcome to another Google Business Buzz.
Thank you for joining us.
I'm here again with my brother,Jay.
How are you, sir?
Speaker 2 (00:32):
Henry, I'm doing fantastic.
Man, it's great to be back withyou to all of our viewers and
listeners.
I'm excited to be in front ofyou again.
We've got an exciting one.
Henry, why don't you tell themwhat's on the menu for today?
Speaker 1 (00:43):
Well, that we do.
It's very exciting.
We have a side of local serviceads and the main course, google
Ads.
Of course, that is what bringsin the big bucks for Google
itself.
So let's dive in.
Let's see what updates we have,because everything is
(01:06):
continuing to change and wecan't stop educating folks about
these changes.
So, jay, let's dive into LSA.
What do you have for us?
Speaker 2 (01:17):
Oh man, Huge update on the LSA side to come out just
a few weeks ago.
So on LSA Google GuaranteedGoogle Screen License Verified
by Google, the Green Badge.
A few weeks ago.
So on lsa google guaranteedgoogle screen license verified
by google, the green badge forall of those paid leads.
You guys, in the past there wasa manual dispute process where,
for every single lead that wentthrough, you could go in there
and either on your mobile app oron your desktop, and dispute
the lead for a potential creditright.
(01:38):
This is a huge selling point oflsa, to differentiate it from
google ads, to differentiate itfrom Google ads, to
differentiate it from meta ads,to differentiate from all those
other competing platforms outthere.
And so recently that manualprocess just became automatic.
So get this.
Now there's a machine listeningto every single call on the LSA
(01:59):
platform, except the medicalverticals we're not allowed to
listen to that for HIPAA, but Idigress Listening to every
single call and that system willautomatically determine if the
lead is charged or not charged.
So get this.
What it really means is youdon't have to go in there and
manually dispute your leadsanymore, because bad calls are
gonna happen.
They happen on LSA, they happenon Google Ads.
(02:21):
They happen on every.
No matter how well you setthese ads up, they happen on
Google ads.
They happen on every.
No matter how well you setthese ads up, consumer behaviors
consumer behavior you're goingto get bad calls.
That's reality.
The thing is, most of yourcalls will be good.
That'll make it worth it.
But now for those slim chunk ofbad calls, you don't have to do
anything, you just have to payattention.
Number one to see which onesare getting automatically
credited, and I kind of liedthere with not doing anything.
(02:42):
Part B of this update is alsorating your leads.
So instead of going in thereand manually disputing your
leads, now I want you all tothink of interfacing with this
giant smart robot.
I'm joking, but same premise.
You're now interacting with themachine.
Machine learning and AI arehere, guys, and it's here in LSA
on a big way.
(03:02):
Now you can teach that machine.
What about this lead?
Was it good or bad?
Why was it good or bad?
So on and so forth, and thatwill, in theory, influence your
leads in the future.
So this is a big step for tech.
Integrating it into this is2024, and 2025 and beyond is
really when we're making good ofthat term MarTech, marketing
(03:23):
technology.
Before we've been mostlydigital marketing as an industry
and now we're really steppinginto MarTech.
When you're seeing thesethoughtful and sensible
infusions of AI and machinelearning into product and Google
is doing it in a big way forLSA, so that's huge.
That's a mouthful.
Before we move on to the otherstuff, I'm just gonna let you
digest that.
Henry, what do you think ofthat?
What do you think of thisupdate for small to medium-sized
(03:45):
businesses?
Where does your mind go?
Speaker 1 (03:47):
Yeah, yeah.
So I really do think thatGoogle found this disputing
leads process either not beingused or being used excessively
and wrong, right and being ableto cash in on actual, legitimate
leads.
(04:07):
So, using their technology,they're the leaders in AI
they're going to improve on thisprocess.
I've spoken with businessowners that you know have had
instances where they got in,they disput a lead.
They thought it was legitimateand google immediately rejected
(04:28):
that dispute.
Done it two, three times andafter those immediate rejections
, you're not going to continueto dispute the lead.
So now, with the AI there andhaving the opportunity to give
them feedback through thatrating feature, it should be an
(04:50):
improvement, to be honest.
Improvement to be honestbecause as it stands or as it's
standard, as what a month or twoago?
Speaker 2 (05:02):
it wasn't getting adopted as it should have.
A hundred percent when you havea manual process like this.
Guys, I want you to think atscale to all of our listeners,
viewers.
Don't just imagine yourbusiness on LSA.
Imagine the thousands ofbusinesses on local services ads
, and there's thousands andmillions of calls coming in.
Now, when a subset of peopleare like, hey, google, these
leads are bad, I disputed themand you denied them.
There's no real learningshappening there at scale.
(05:24):
There's a clunky human processwhere we on the agency side are
having to go back and disputethese decisions with Google or
you're going to have to callinto Google support if you're
not working with a trustedpartner.
And it's hard to learn at scale.
Now, when you inject the tech inso well, the benefit is
learning and adoption at scale.
So really, in theory, thismachine is going to be able to
(05:45):
adapt right.
It's going to be able to adaptfor geo-verticalized markets.
So it's going to be able tolearn what makes a lawyer lead,
a criminal attorney lead, inSeattle good versus what makes a
plumbing lead in Detroit,michigan, bad, and so on and so
forth.
And it's going to be able tolearn based on your specific
account, your specific inputswhere you want to serve, when
you want to run, so on and soforth, and so it's really a
(06:08):
better way of doing things.
Because I agree with you, henry,that way you described the old
way of doing this is just baduser experience.
It's going to turn people off ofthe feature, it's going to make
them think it doesn't work andit's going to get them
frustrated, and it's reallysomething that's outdated, that
Google had to update.
I also think you're right as tothe root cause.
I mean, obviously we don't knowfor sure Google's Google, but
(06:28):
pretty safe bet that some peoplewere using this feature
disputes way too much and someSome people were using this
feature disputes way too muchand some people were not
disputing enough.
And so, to balance this out,it's disputing leads is a huge
sell for Google guys for localservices ads, it's a huge boon
to you, the small to medium sizeenterprise, and the more people
that are using this, that arebenefiting this from scale, the
(06:49):
better for Google, because theyget to tout that as hey, local
services ads is one of the fewadvertising platforms in the
world where we'll credit backyour bad leads, and that's a big
deal.
It's a big deal for yourpocketbook.
It's a big deal for yourbusiness, it's a big deal for
your stress levels and that'spart of one of many reasons why
we like pushing it so much forour clients who are eligible.
Speaker 1 (07:09):
Absolutely, absolutely, absolutely Now.
With that in mind, with the AIand machine learning topic in
mind, let's transition over toLSA's sister, google Ads, and
how Performance Max is seeingalso some updates.
I believe Performance Max hasbeen around now for three years
(07:30):
maybe a little more for threeyears, maybe a little more and
the iterations continue right.
There can't be a stagnantapproach to marketing, to
advertising.
Like Ajay said, this istechnology at the end of the day
, and they have to integratetheir own tech into their
products.
So tell us a little bit abouthow Google Ads and Performance
(07:55):
Max is changing and what are thebig updates there.
Speaker 2 (07:59):
Oh, huge updates specifically to Performance Max.
So what's new is really thatnegative keywords you can now
add those into Performance Maxcampaigns and that's going to
help you refine your targetingby excluding specific search
queries on campaign levels.
So what this really means y'allis more control and more
(08:19):
customization, Now obviouslyshifting over from this
traditional search angle ofGoogle Ads into this new machine
learning AI base.
So, hint, hint, you're seeingthis trend, the same one we just
talked about on LSA.
You're seeing the same shifthappen on the Google Ads side,
where they're trying to promotePMAX.
They're trying to promoteadoption of Google's algorithms
and turning over more control,and it may be uncomfortable now,
(08:41):
but we got to trust that it'sfor the benefit of the user.
Google doesn't make thesedecisions lightly.
They tend to think long-term interms of benefit to the user,
and so the real benefit for ourviewers and listeners is that
PMAX just got better.
You just got the ability tohave a skilled marketing
professional go in there and addnegatives, and I mean that's
(09:01):
huge.
That's a level of control wedidn't have before, that's a
level of refinement we didn'thave before, and it just makes
the case even more compellingfor those of you with budgets
out there.
Who need calls now?
Who need paid lead engagementnow?
If you've got the budget for it, you probably want to be on LSA
to tackle the old search aspectthe phone calls and you
(09:21):
probably want to be on PMAX forthat omni-channel approach where
you're spreading acrossdifferent Google properties,
enjoying those cost savings ofbeing everywhere at once, being
on those different campaigntypes, that you get access to
different networks that you getaccess to.
It's more broad than just likean LSA or a traditional search
campaign.
(09:41):
You get to be in a lot moreplaces and that comes with a lot
more power.
Speaker 1 (09:46):
Completely, completely.
When you say a lot more places,it's incredible what they've
done with Performance Max.
They've literally combined allof their platforms into that one
ad type.
It's Google Search.
It's Google YouTube ads.
It's Google Gmail.
(10:07):
It's the discovery ads.
And am I missing something here?
Did you say search as well?
Speaker 2 (10:14):
I think you said search as well, but there is a
search component for what it canafford.
Speaker 1 (10:17):
There is a search component right, absolutely, and
that's actually best practices.
If you're running a performancemax, you want to run a search
campaign as well.
It goes hand in hand.
It actually states that intheir documents.
So, pro tip, if you're runninga Pro Max or Performance Max,
excuse me, do a search campaignas well.
(10:47):
Now we know how much theadvertising side has changed and
it continues to evolve and howimportant it is.
And when you talk about amulti-channel approach and all
of these different platformsinto one, this is a result of
I've said it before consumerbehavior changing and consumers
having more options and beingmore places.
Eyes equal, dollar signs right,and so that's what Google wants
(11:12):
to capitalize on.
They know that people are onYouTube.
They know that people are onGmail, and if you can get a
little ad there on that Gmailaccount of something that you
already saw, that you're alreadyinterested in, you go for it.
Performance Max uses audiencesignals, right.
They know what kind of user theadvertiser is trying to target
(11:37):
and they go for them.
They target these people basedon the goals.
So it's a totally differentworld than it was five years ago
, even 10 years ago, and we haveto stay up on these things.
Speaker 2 (11:51):
In a nutshell, very much agreed.
In a nutshell, what I kind ofextracted from that is that the
audience-based targeting is bigfor Performance Max, and that's
kind of pulling a leaf fromMeta's book.
I think we said it last time.
It's also the cost efficienciesI mean included in there.
What I want our viewers andlisteners to extract from that
as well is that Henry said email, I mean, or Gmail ads.
To think about it, guys, emailmarketing is something I know.
(12:13):
This is a podcast about thisspecific episode or topic is
Google ads and LSA, google paidadvertising fine, fine, fine.
But email marketing issomething we don't talk about
enough, and why we at OMGNational we have a really nice
product that is focused aroundthat because it's one of the
cheapest ways to get the mostbang for your buck, because it's
just that efficient.
(12:33):
And so to tell me that that'sincluded in Performance Max, to
tell me that YouTube ads areincluded, to tell me that
discovery ads are included, totell me that, okay, you're going
to be on the search and displaynetworks and I'll take
advantage of all the Googlenetworks, I mean it's a lot to
take in for those of you who youknow are maybe not keeping up
with this as much?
Who are?
Who have just shifted fromsearch on Google ads to LSA
(12:57):
local services ads campaigns.
To now we're telling youthere's a new campaign on Google
ads that are newer, campaignthat you gotta, that is being
refined, that you gotta payattention to.
But guess what it's all for?
For our benefit, becausecustomer behavior is changing
and people want to have theircake and eat it too, and that's
getting harder to do with theolder approaches, man, and so we
(13:18):
got to adapt.
And is it going to beuncomfortable at first?
Sure, are we going to learn andget better as this tech refines
.
Heck, yeah, I can't imagine howgood Google's automatic
crediting for local services adsis going to be in two to three
years, how refined and efficientperformance max campaigns will
be in two to three years.
Are they perfect now?
No, that's not what we'resaying.
We're saying that they're here,they're important and they're
(13:41):
going to get better.
And you know what?
Think of them as tools.
Think of them as tools in yourtool bag, that, in the hand of a
, with a, with a skilled,professional digital marketing
partner behind you, they can usethose tools to your benefit to
save you money.
And let's be real.
You know the economy changes,life changes.
It's not the easiest time outthere right now.
I know a lot of businesseslistening to us are hurting and,
(14:04):
could you know, want to do morewith a smaller budget, and
that's even better reason rightnow to think very careful about
where those dollars are beinginvested and what the return is.
And so you don't want to berunning a one-dimensional
approach, an outdated approach,putting all of your eggs in one
basket, being wasteful, runninga search campaign when you don't
necessarily have theappropriate budget for it, or
(14:25):
running a PMAX campaign whenthat's not necessarily
appropriate for your industry.
You want to be talking tosomeone that knows what they're
doing, that is trustworthy andthat is guiding you Hint hint
Google Premier Partners.
So you want to talk to someonethat is, you know, vetted and
credible.
And that's really a lot of whatHenry and I are here to do.
You know we're here to look outfor you guys, to offer you the
(14:45):
latest and greatest tips howthis industry is changing, how
that affects you, and I thinkthe takeaway from the LSA side
mark your leads in the dashboard, rate your leads, excuse me,
rate your leads.
It's going to be superimportant From the Google Ads
side.
Please talk to your strategistabout performance Max.
Please talk to them about theefficiencies gained here and the
(15:06):
appropriate budget here, andlet's take those for a spin if
they're relevant to you, and theappropriate budget here, and
let's take those for a spin ifthey're relevant to you
Completely.
Speaker 1 (15:12):
So.
Shameless plug it is Google Adsand LSA month here at OMG
National.
So call us up 800-789-4619 andwe'll sign you up on one or both
of our amazing advertisingproducts OMGnationalcom as well.
Visit our website.
Like comment, subscribe, shareplease.
(15:34):
Advertising productsomgnationalcom as well.
Visit our website.
Like comment, subscribe, shareplease.
We do this with love.
We try to keep the jargon lowand the knowledge and the
information high.
So thanks everybody for yourtime and for uh listening to us.
As always, Jay, it was greatdoing this with you.
Speaker 2 (15:52):
Henry.
Likewise, brother.
It's always a pleasure and toour viewers and listeners, it's
lovely to be in front of youagain.
See, even my kid's excited.
So have a good one, guys.
Hello and welcome to another Google Business Buzz.
Thank you for joining us.
I'm here again with my brother,Jay.
How are you, sir?
Speaker 2 (00:32):
Henry, I'm doing fantastic.
Man, it's great to be back withyou to all of our viewers and
listeners.
I'm excited to be in front ofyou again.
We've got an exciting one.
Henry, why don't you tell themwhat's on the menu for today?
Speaker 1 (00:43):
Well, that we do.
It's very exciting.
We have a side of local serviceads and the main course, google
Ads.
Of course, that is what bringsin the big bucks for Google
itself.
So let's dive in.
Let's see what updates we have,because everything is
(01:06):
continuing to change and wecan't stop educating folks about
these changes.
So, jay, let's dive into LSA.
What do you have for us?
Speaker 2 (01:17):
Oh man, Huge update on the LSA side to come out just
a few weeks ago.
So on LSA Google GuaranteedGoogle Screen License Verified
by Google, the Green Badge.
A few weeks ago.
So on lsa google guaranteedgoogle screen license verified
by google, the green badge forall of those paid leads.
You guys, in the past there wasa manual dispute process where,
for every single lead that wentthrough, you could go in there
and either on your mobile app oron your desktop, and dispute
the lead for a potential creditright.
(01:38):
This is a huge selling point oflsa, to differentiate it from
google ads, to differentiate itfrom Google ads, to
differentiate it from meta ads,to differentiate from all those
other competing platforms outthere.
And so recently that manualprocess just became automatic.
So get this.
Now there's a machine listeningto every single call on the LSA
(01:59):
platform, except the medicalverticals we're not allowed to
listen to that for HIPAA, but Idigress Listening to every
single call and that system willautomatically determine if the
lead is charged or not charged.
So get this.
What it really means is youdon't have to go in there and
manually dispute your leadsanymore, because bad calls are
gonna happen.
They happen on LSA, they happenon Google Ads.
(02:21):
They happen on every.
No matter how well you setthese ads up, they happen on
Google ads.
They happen on every.
No matter how well you setthese ads up, consumer behaviors
consumer behavior you're goingto get bad calls.
That's reality.
The thing is, most of yourcalls will be good.
That'll make it worth it.
But now for those slim chunk ofbad calls, you don't have to do
anything, you just have to payattention.
Number one to see which onesare getting automatically
credited, and I kind of liedthere with not doing anything.
(02:42):
Part B of this update is alsorating your leads.
So instead of going in thereand manually disputing your
leads, now I want you all tothink of interfacing with this
giant smart robot.
I'm joking, but same premise.
You're now interacting with themachine.
Machine learning and AI arehere, guys, and it's here in LSA
on a big way.
(03:02):
Now you can teach that machine.
What about this lead?
Was it good or bad?
Why was it good or bad?
So on and so forth, and thatwill, in theory, influence your
leads in the future.
So this is a big step for tech.
Integrating it into this is2024, and 2025 and beyond is
really when we're making good ofthat term MarTech, marketing
(03:23):
technology.
Before we've been mostlydigital marketing as an industry
and now we're really steppinginto MarTech.
When you're seeing thesethoughtful and sensible
infusions of AI and machinelearning into product and Google
is doing it in a big way forLSA, so that's huge.
That's a mouthful.
Before we move on to the otherstuff, I'm just gonna let you
digest that.
Henry, what do you think ofthat?
What do you think of thisupdate for small to medium-sized
(03:45):
businesses?
Where does your mind go?
Speaker 1 (03:47):
Yeah, yeah.
So I really do think thatGoogle found this disputing
leads process either not beingused or being used excessively
and wrong, right and being ableto cash in on actual, legitimate
leads.
(04:07):
So, using their technology,they're the leaders in AI
they're going to improve on thisprocess.
I've spoken with businessowners that you know have had
instances where they got in,they disput a lead.
They thought it was legitimateand google immediately rejected
(04:28):
that dispute.
Done it two, three times andafter those immediate rejections
, you're not going to continueto dispute the lead.
So now, with the AI there andhaving the opportunity to give
them feedback through thatrating feature, it should be an
(04:50):
improvement, to be honest.
Improvement to be honestbecause as it stands or as it's
standard, as what a month or twoago?
Speaker 2 (05:02):
it wasn't getting adopted as it should have.
A hundred percent when you havea manual process like this.
Guys, I want you to think atscale to all of our listeners,
viewers.
Don't just imagine yourbusiness on LSA.
Imagine the thousands ofbusinesses on local services ads
, and there's thousands andmillions of calls coming in.
Now, when a subset of peopleare like, hey, google, these
leads are bad, I disputed themand you denied them.
There's no real learningshappening there at scale.
(05:24):
There's a clunky human processwhere we on the agency side are
having to go back and disputethese decisions with Google or
you're going to have to callinto Google support if you're
not working with a trustedpartner.
And it's hard to learn at scale.
Now, when you inject the tech inso well, the benefit is
learning and adoption at scale.
So really, in theory, thismachine is going to be able to
(05:45):
adapt right.
It's going to be able to adaptfor geo-verticalized markets.
So it's going to be able tolearn what makes a lawyer lead,
a criminal attorney lead, inSeattle good versus what makes a
plumbing lead in Detroit,michigan, bad, and so on and so
forth.
And it's going to be able tolearn based on your specific
account, your specific inputswhere you want to serve, when
you want to run, so on and soforth, and so it's really a
(06:08):
better way of doing things.
Because I agree with you, henry,that way you described the old
way of doing this is just baduser experience.
It's going to turn people off ofthe feature, it's going to make
them think it doesn't work andit's going to get them
frustrated, and it's reallysomething that's outdated, that
Google had to update.
I also think you're right as tothe root cause.
I mean, obviously we don't knowfor sure Google's Google, but
(06:28):
pretty safe bet that some peoplewere using this feature
disputes way too much and someSome people were using this
feature disputes way too muchand some people were not
disputing enough.
And so, to balance this out,it's disputing leads is a huge
sell for Google guys for localservices ads, it's a huge boon
to you, the small to medium sizeenterprise, and the more people
that are using this, that arebenefiting this from scale, the
(06:49):
better for Google, because theyget to tout that as hey, local
services ads is one of the fewadvertising platforms in the
world where we'll credit backyour bad leads, and that's a big
deal.
It's a big deal for yourpocketbook.
It's a big deal for yourbusiness, it's a big deal for
your stress levels and that'spart of one of many reasons why
we like pushing it so much forour clients who are eligible.
Speaker 1 (07:09):
Absolutely, absolutely, absolutely Now.
With that in mind, with the AIand machine learning topic in
mind, let's transition over toLSA's sister, google Ads, and
how Performance Max is seeingalso some updates.
I believe Performance Max hasbeen around now for three years
(07:30):
maybe a little more for threeyears, maybe a little more and
the iterations continue right.
There can't be a stagnantapproach to marketing, to
advertising.
Like Ajay said, this istechnology at the end of the day
, and they have to integratetheir own tech into their
products.
So tell us a little bit abouthow Google Ads and Performance
(07:55):
Max is changing and what are thebig updates there.
Speaker 2 (07:59):
Oh, huge updates specifically to Performance Max.
So what's new is really thatnegative keywords you can now
add those into Performance Maxcampaigns and that's going to
help you refine your targetingby excluding specific search
queries on campaign levels.
So what this really means y'allis more control and more
(08:19):
customization, Now obviouslyshifting over from this
traditional search angle ofGoogle Ads into this new machine
learning AI base.
So, hint, hint, you're seeingthis trend, the same one we just
talked about on LSA.
You're seeing the same shifthappen on the Google Ads side,
where they're trying to promotePMAX.
They're trying to promoteadoption of Google's algorithms
and turning over more control,and it may be uncomfortable now,
(08:41):
but we got to trust that it'sfor the benefit of the user.
Google doesn't make thesedecisions lightly.
They tend to think long-term interms of benefit to the user,
and so the real benefit for ourviewers and listeners is that
PMAX just got better.
You just got the ability tohave a skilled marketing
professional go in there and addnegatives, and I mean that's
(09:01):
huge.
That's a level of control wedidn't have before, that's a
level of refinement we didn'thave before, and it just makes
the case even more compellingfor those of you with budgets
out there.
Who need calls now?
Who need paid lead engagementnow?
If you've got the budget for it, you probably want to be on LSA
to tackle the old search aspectthe phone calls and you
(09:21):
probably want to be on PMAX forthat omni-channel approach where
you're spreading acrossdifferent Google properties,
enjoying those cost savings ofbeing everywhere at once, being
on those different campaigntypes, that you get access to
different networks that you getaccess to.
It's more broad than just likean LSA or a traditional search
campaign.
(09:41):
You get to be in a lot moreplaces and that comes with a lot
more power.
Speaker 1 (09:46):
Completely, completely.
When you say a lot more places,it's incredible what they've
done with Performance Max.
They've literally combined allof their platforms into that one
ad type.
It's Google Search.
It's Google YouTube ads.
It's Google Gmail.
(10:07):
It's the discovery ads.
And am I missing something here?
Did you say search as well?
Speaker 2 (10:14):
I think you said search as well, but there is a
search component for what it canafford.
Speaker 1 (10:17):
There is a search component right, absolutely, and
that's actually best practices.
If you're running a performancemax, you want to run a search
campaign as well.
It goes hand in hand.
It actually states that intheir documents.
So, pro tip, if you're runninga Pro Max or Performance Max,
excuse me, do a search campaignas well.
(10:47):
Now we know how much theadvertising side has changed and
it continues to evolve and howimportant it is.
And when you talk about amulti-channel approach and all
of these different platformsinto one, this is a result of
I've said it before consumerbehavior changing and consumers
having more options and beingmore places.
Eyes equal, dollar signs right,and so that's what Google wants
(11:12):
to capitalize on.
They know that people are onYouTube.
They know that people are onGmail, and if you can get a
little ad there on that Gmailaccount of something that you
already saw, that you're alreadyinterested in, you go for it.
Performance Max uses audiencesignals, right.
They know what kind of user theadvertiser is trying to target
(11:37):
and they go for them.
They target these people basedon the goals.
So it's a totally differentworld than it was five years ago
, even 10 years ago, and we haveto stay up on these things.
Speaker 2 (11:51):
In a nutshell, very much agreed.
In a nutshell, what I kind ofextracted from that is that the
audience-based targeting is bigfor Performance Max, and that's
kind of pulling a leaf fromMeta's book.
I think we said it last time.
It's also the cost efficienciesI mean included in there.
What I want our viewers andlisteners to extract from that
as well is that Henry said email, I mean, or Gmail ads.
To think about it, guys, emailmarketing is something I know.
(12:13):
This is a podcast about thisspecific episode or topic is
Google ads and LSA, google paidadvertising fine, fine, fine.
But email marketing issomething we don't talk about
enough, and why we at OMGNational we have a really nice
product that is focused aroundthat because it's one of the
cheapest ways to get the mostbang for your buck, because it's
just that efficient.
(12:33):
And so to tell me that that'sincluded in Performance Max, to
tell me that YouTube ads areincluded, to tell me that
discovery ads are included, totell me that, okay, you're going
to be on the search and displaynetworks and I'll take
advantage of all the Googlenetworks, I mean it's a lot to
take in for those of you who youknow are maybe not keeping up
with this as much?
Who are?
Who have just shifted fromsearch on Google ads to LSA
(12:57):
local services ads campaigns.
To now we're telling youthere's a new campaign on Google
ads that are newer, campaignthat you gotta, that is being
refined, that you gotta payattention to.
But guess what it's all for?
For our benefit, becausecustomer behavior is changing
and people want to have theircake and eat it too, and that's
getting harder to do with theolder approaches, man, and so we
(13:18):
got to adapt.
And is it going to beuncomfortable at first?
Sure, are we going to learn andget better as this tech refines
.
Heck, yeah, I can't imagine howgood Google's automatic
crediting for local services adsis going to be in two to three
years, how refined and efficientperformance max campaigns will
be in two to three years.
Are they perfect now?
No, that's not what we'resaying.
We're saying that they're here,they're important and they're
(13:41):
going to get better.
And you know what?
Think of them as tools.
Think of them as tools in yourtool bag, that, in the hand of a
, with a, with a skilled,professional digital marketing
partner behind you, they can usethose tools to your benefit to
save you money.
And let's be real.
You know the economy changes,life changes.
It's not the easiest time outthere right now.
I know a lot of businesseslistening to us are hurting and,
(14:04):
could you know, want to do morewith a smaller budget, and
that's even better reason rightnow to think very careful about
where those dollars are beinginvested and what the return is.
And so you don't want to berunning a one-dimensional
approach, an outdated approach,putting all of your eggs in one
basket, being wasteful, runninga search campaign when you don't
necessarily have theappropriate budget for it, or
(14:25):
running a PMAX campaign whenthat's not necessarily
appropriate for your industry.
You want to be talking tosomeone that knows what they're
doing, that is trustworthy andthat is guiding you Hint hint
Google Premier Partners.
So you want to talk to someonethat is, you know, vetted and
credible.
And that's really a lot of whatHenry and I are here to do.
You know we're here to look outfor you guys, to offer you the
(14:45):
latest and greatest tips howthis industry is changing, how
that affects you, and I thinkthe takeaway from the LSA side
mark your leads in the dashboard, rate your leads, excuse me,
rate your leads.
It's going to be superimportant From the Google Ads
side.
Please talk to your strategistabout performance Max.
Please talk to them about theefficiencies gained here and the
(15:06):
appropriate budget here, andlet's take those for a spin if
they're relevant to you, and theappropriate budget here, and
let's take those for a spin ifthey're relevant to you
Completely.
Speaker 1 (15:12):
So.
Shameless plug it is Google Adsand LSA month here at OMG
National.
So call us up 800-789-4619 andwe'll sign you up on one or both
of our amazing advertisingproducts OMGnationalcom as well.
Visit our website.
Like comment, subscribe, shareplease.
(15:34):
Advertising productsomgnationalcom as well.
Visit our website.
Like comment, subscribe, shareplease.
We do this with love.
We try to keep the jargon lowand the knowledge and the
information high.
So thanks everybody for yourtime and for uh listening to us.
As always, Jay, it was greatdoing this with you.
Speaker 2 (15:52):
Henry.
Likewise, brother.
It's always a pleasure and toour viewers and listeners, it's
lovely to be in front of youagain.
See, even my kid's excited.
So have a good one, guys.
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