Advertisers’ Responses to Disappointing Google Marketing Live 2024
Google Marketing Live 2024 has left advertisers with mixed emotions and opinions. While there were some positive updates, such as the Performance Max improvements, many advertisers felt overlooked, particularly in the B2B sector. Let’s take a closer look at the reactions from nine industry experts to better understand their perspectives.
AI and Automation
Amalia Fowler, founder of Good AF Consulting, expressed confusion about the conflicting messages regarding AI. She noted that while AI is said to not replace marketers, it is also being used for marketing strategy. Fowler believes that small businesses and advertisers with minimum budgets need to carefully consider their marketing strategies in light of the budget requirements for Google Ads.
Jeremy Krantz, director of paid search at Compound Growth Marketing, found GML 2024 underwhelming, especially from a B2B perspective. He hoped that future updates would address the needs of B2B advertisers who often feel ignored.
Sarah Stemen, founder of Sarah Stemen LLC, highlighted the potential power of AI asset production in Performance Max for rapid testing. However, she also noted that some updates felt like variations of existing processes.
Navah Hopkins, brand evangelist at Optmyzr, pointed out several updates that apply to B2B and lead generation, including image-to-video ads and brand controls. She sees these updates as valuable for advertisers in those sectors.
Niki Grant, partner support director at ClickTech Solution, mentioned that the inclusion of brand guidelines is a step in the right direction for advertisers who want to maintain control over their presence in the AI wave. Grant also expressed interest in the new visual formats and profit optimization goals in Performance Max.
Lars Maat, founder of Maatwerk Online, expressed skepticism about the readiness of advertisers for Meridian and emphasized that it may not be suitable for all advertisers. He also noted that some updates, such as ads being matched to the content in the AI overview, were already expected.
Julie Friedman Bacchini, founder of Neptune Moon, had mixed feelings about conversational AI and emphasized the importance of ad solutions that effectively reach potential customers. She questioned the ability of generative AI to predict performance without human input.
Performance Max (PMax)
Fowler found the list of 100 users for lookalike audiences and brand controls in PMax placements to be the most important updates.
Scott Carruthers, head of PPC at Journey Further, expressed excitement about the additional insights for Performance Max, such as asset level reporting. He also highlighted the significance of linking YouTube creator accounts to Ads accounts for promoting user-generated content.
Jyll Saskin-Gales, a Google Ads coach at Learn with Jyll, acknowledged the potential of PMax and its integration with search. She sees PMax as the way forward in a multimodal environment.
B2B and Lead Generation
Krantz reiterated his disappointment with GML 2024 from a B2B perspective, emphasizing the lack of surprises or unexpected announcements for advertisers in that sector.
Gales echoed Krantz’s sentiment, noting the absence of any announcements specifically geared towards lead generation objectives or B2B advertisers.
Stemen expressed interest in virtual try-on and 3D product images, seeing them as enhancements to the shopper’s experience. She also questioned whether the turning of images into videos in Pmax was truly new or just a variation of an existing process.
Grant raised concerns about the effectiveness of AI-driven shopping formats for advertisers outside of large brands. She is curious to see how brands will use “stickers” on YouTube Shorts.
Bacchini welcomed the addition of asset level reporting and YouTube exclusions in PMax. She also pointed out that some updates, such as pulling review text into shopping ads, may raise concerns about control.
Overall Response
The comments from industry experts reflect a mix of cautious optimism and skepticism regarding GML 2024. While some updates were positively received, there is a growing weariness among advertisers about frequent AI-driven changes. Smaller brands are particularly seeking better updates and a clearer understanding of how these changes will impact their performance.
In conclusion, advertisers have voiced their thoughts on Google Marketing Live 2024, expressing both positive and negative sentiments. While some updates were welcomed, there was disappointment among B2B advertisers and concerns about the impact of AI-driven changes. Advertisers, especially smaller brands, are still waiting for more substantial updates that address their needs and provide clarity on the future of Google Ads.
