Advertisers’ Reactions to Google Marketing Live 2024: A Mixed Bag

Here’s a rundown of what PPC experts are saying about the updates announced at Google Marketing Live 2024.

General Sentiment

Advertisers have had varied reactions to the announcements from Google Marketing Live 2024. There was a lot of buzz around the AI updates, with 101 mentions of AI according to Boris Beceric. While some updates, like those to Performance Max, were well-received, the neglect of B2B advertisers left many feeling disappointed.

Expert Opinions

AI and Automation

Amalia Fowler, Good AF Consulting:

• Confused by Google’s message on AI. On one hand, they say AI won’t replace marketers, but then they suggest AI can handle marketing strategy.
• She believes many updates are just slightly improved versions of last year’s.
• AI and automation need a lot of data, which means small businesses with limited budgets might struggle.

Jeremy Krantz, Compound Growth Marketing:

• The live AI prototype seemed like a rushed response to ChatGPT 4.0.
• Found the event underwhelming, especially for B2B advertisers who were overlooked.

Sarah Stemen, Sarah Stemen LLC:

• Excited about AI asset production in Performance Max for quick testing.
• Feels like the updates are just new twists on existing features.

Navah Hopkins, Optmyzr:

• Notes some updates are useful for B2B/Lead gen, like image-to-video ads and demand gen lookalikes.

Niki Grant, ClickTech Solution:

• Expected lots of AI updates and was pleased with some, like brand guidelines.
• Curious about how profit optimization goals will impact smaller advertisers.

Lars Maat, Maatwerk Online:

• Thinks the new Meridian tool isn’t suitable for all advertisers, particularly small companies.

Julie Friedman Bacchini, Neptune Moon:

• Frustrated with conversational AI and skeptical about generative AI’s ability to predict performance accurately.

Performance Max (PMax)

Fowler:

• Finds the 100-user requirement for lookalikes and brand controls in PMax important.

Scott Carruthers, Journey Further:

• Welcomes more insights and asset-level reporting in PMax.
• Excited about linking YouTube creator accounts to Ads accounts.

Bacchini:

• Happy with asset-level reporting and YouTube exclusions in PMax.

Jyll Saskin-Gales, Learn with Jyll:

• Believes PMax is the future in a multimodal environment, despite being promoted alongside Search.

B2B and Lead Generation

Krantz:

• Disappointed with the lack of focus on B2B.

Gales:

• Notes many Shopping & Commerce announcements but nothing for lead generation or B2B advertisers.

Visual and Shopping Ads

Stemen:

• Interested in virtual try-on and 3D product images, though sees them as enhancements of existing features.

Gales:

• Wonders how Google will compete with TikTok Shop, Amazon, and Pinterest.

Grant:

• Curious to see how brands use new features like stickers on YouTube Shorts.

Bacchini:

• Questions the control advertisers will have over Shopping ads pulling in review text.

Overall Takeaway

The reactions to Google Marketing Live 2024 were mixed. Some updates were welcomed, but many advertisers are weary of constant AI changes. Smaller brands, in particular, are seeking clearer guidance and more impactful updates that address their needs.

Why We Care

Advertisers are glad about certain updates but are frustrated by frequent AI-driven changes. Smaller brands need more significant updates and a better understanding of how these changes will impact their performance, which hasn’t been fully addressed yet.