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The Key Takeaways From Google’s Marketing Live Keynote 2022
10th June 2022 • The Google Ads Podcast • Solutions 8
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In this episode, Kasim recaps the highlights from Google Marketing Live 2022. He shares the updates he looks forward to and how these can affect advertisers and agencies.

00:00 The key takeaways from Google's Marketing Live Keynote 2022

02:52 Asset library

03:51 Attribution insights

05:31 Privacy and measurement

09:06 Intuitive shopping

11:52 See competitor’s stronger offers


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Transcripts

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If you missed Google's events, Google marketing live, I'm here to

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give you the highlights and shout out to Ari on our team for going

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through and actually taking notes.

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Well done.

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All right.

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Really appreciate you.

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I'll go fast and then include a link to the Google's video if you

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want to watch the whole damn thing.

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But they're rolling out a lot.

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There's a ton of features coming in.

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Some of these had to have been just locked and loaded,

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waiting for performance metrics.

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YouTube shorts, I think is one of the things I'm most excited about.

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We don't use YouTube shorts the way that we should, we're going to.

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And I think that YouTube shorts are going to have hopefully a pretty

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interesting opportunity to capture some of that tickety talk market.

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And then ads inside of shorts are going to be fun too.

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Cause they're going to be, there's just, there's so much

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impression capability there.

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I think the one short of edit to YouTube has like five X, the number of views,

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any of my other average videos get.

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So there's just far more expansion capabilities video discovery, fine.

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Connected TV.

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, from a brand perspective, awareness building, you know,

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display based impressions.

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This is going to be really cool too.

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Especially as Google starts building up their third-party partnerships.

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So I'm excited about that.

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Not excited about Google's experiments at all.

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We've had experienced before they suck.

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And you know, that's unfair, there's things that you can do

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with them, but it's nothing new.

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It's like, all right.

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Thank you.

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We've, you know, been there, done that.

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I am excited about Google's explanations from an insights perspective.

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I do.

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I like Google's.

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I like Google's insights for performance mech specifically.

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And so even if I don't agree with the context that's being

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provided, what this is, is Google explaining to us how it's gaging.

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I mean, it's kind of tipping attached to its algorithm in some ways.

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And so you get a sense as to what Google's paying attention to and why.

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Optimization score from center performance, max don't care

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campaign support for search ads 360.

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We don't use search ads 360.

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It's an enterprise software tool that I've never seen value in.

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So don't care lift test.

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Oh, so the geo experiment functionality is gonna be really cool, especially because

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Google is doing in or interested in.

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So I'd be really interested to see the regions split test

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conversion tests and search lift tests in a secure and safe way.

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So we're going to be able to test conversion lift based

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off of conversion actions.

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I am interested in that this helps with assisted conversions activity

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that exists on the parenthesis.

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How does one campaign influence some of their campaign that are.

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Independent of each other or campaign influence of conversion action that

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might be independent of each other.

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That's pretty cool.

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The asset library that's already rolled out is cool.

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The automated created assets think that's sort of page, so I,

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I thought this already existed.

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I don't know why they said this.

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There'll be an open beta by the end of this year.

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We can already ask questions directly through Google my business directly

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messaged businesses through search.

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I guess that's the one that's not, I think Sean Clark over at

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high level told me about this and I thought it was already there.

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So high levels of, part of the beta.

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So we got to see some of the beta functionality.

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That was pretty cool.

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And I guess now that's ready to rock.

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So go high level for being early adopters here, asset libraries.

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That's that actually is going to be really helpful to just keep

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everything all in one place.

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You can use it everywhere.

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Little explore is going to be a train wreck that I hate.

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Th the decision engine, thank you for hiding all of our data.

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And then instead of telling us what it means for us, big brother

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this is attribution insights.

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I'll never trust Google's attribution modeling and not even cause I don't,

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I think they're doing anything wrong.

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It's because they'll never have, they'll never have.

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Other traffic channels.

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So how could you, so you still need to use third party attribution.

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We're early stage investors in north bean.

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By the way, you can go to north beam.co I think IO north beam.io.

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Go sign up from north beam.

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But this is still so cool.

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It's so cool.

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And.

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I mean, you actually have attribution modeling inside of Google ads, but

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just from a performance perspective, to be able to see it broken down this

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way, it's going to be really starting to make things a little bit easier.

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Budget insights, kind of cool.

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We've had those before they work ish.

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So, you know, expanding them across, I guess PMX is the point

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here or giving us more context?

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I don't know what the.

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Audience insights with first party data.

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Do Google's audience insights for Pemex, right?

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I mean, just unbelievably helpful.

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So this is going to be really helpful for asset group

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creation, new audience targeting.

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I don't know what this means.

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Insights page manager account.

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Sorry, I'll go watch the video.

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I don't know what that is.

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Account level optimization score.

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Thank you for nothing.

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Google.

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Here's your grade on?

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How will you give us money?

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Privacy and measurements like Google cares.

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Where's the screen.

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This is so funny.

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We never sell your personal information.

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Yeah, we use it.

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And then we sell you we never use sensitive information to personalize

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ads, but we use it to target.

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We never use the content you create to personalize.

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That's there's no way.

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That's true.

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I feel like I could disprove that personally have used emails

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I've written to personalize ads.

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That's content I've created.

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We work on your behalf to protect your privacy.

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All right, fine.

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Later this year, Google has spent the testing of interest

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based ads and remarketing, new customer acquisition, which.

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I was more excited about, than I am now, because we were able to test this in beta.

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And I think John said we've tested it six times and it's not

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what we would hope it would be.

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Marketing mix modeling,

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conversion modeling updates.

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Okay.

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Maybe I don't trust your conversion modeling.

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Data-driven attribution available regardless of volume.

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Overnight rip the bandaid right off their default for most new actions

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at which, by the way, I think the data driven attribution is the safe.

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It's the safe option.

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Google tag manager has always been Google tag manager.

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What are you telling me here?

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Google tag manager tag, essentially without additional code.

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Cool.

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Always been able to do that.

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Don't know why this do, this is flipping.

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So cool show.

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Cool.

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Enhanced conversions for leads.

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Y'all this is going to be what makes performance max work for lead

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generation, without it being hard.

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Google is going to have lead funnel reporting and it looks like it's

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coming directly from your CRM.

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So Google's opened a beta for enhanced conversions and okay,

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so they're going enterprise.

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First of course, what's weird is they're going to enterprise first, but they're

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going HubSpot and then an enterprise CRM.

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Tealium segment and particle.

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I don't even know what these are.

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Those must be.

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Is this an enterprise CRM?

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I bet you, it is

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customer data platform.

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Yeah.

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I love all these watch.

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It's just gonna be a bunch of words.

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We don't know.

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Tealium connects data.

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Your Tealium connects data so you can connect with your customers.

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It doesn't mean anything.

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What does that mean?

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The most trusted customer data platform.

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All right.

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What's the.

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I hate enterprise software language.

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I hate it.

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It makes me feel so stupid.

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That's the thing is I've met the people that buy the software.

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They're not any smarter than I am.

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Why are we speaking this way?

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Leading customer data platform joined 20,000 businesses that use

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segment software API to collect clean and activate their customer data.

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All right, whatever.

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I don't care.

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I'm available on enterprise level that doesn't help anyone.

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If, and when this is available to SMBs, that this'll be an absolute

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complete, and total game changer.

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It replaces offline conversion tracking.

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I'm assuming, and it basically turns lead generation on e-commerce in terms of

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Google's ability to optimize for leads.

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Here's the problem though, is you're going to Google your LTV, which means Google

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is going to be able to optimize you.

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You are going to become the commodity, which is always so scary regardless.

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This is really.

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You know, 50% of the market is at a disadvantage right now.

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And that'll fix that really cool.

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Two thirds of us suffer, say they start their shopping online.

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I, yeah, it's more than that.

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It's four thirds, four to three AR functionality is going to be kind of cool.

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They tried it, they failed they're coming back.

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We'll see shopping ads, visual and immersive ad experience in search.

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There'll be rolled out by the.

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Th there's, I'm sure some more context here in the video.

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I'm excited about YouTube shorts.

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We already talked about that.

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Soon you'll be able to bid and measure physical store sales and performance max.

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This way you'll be able to measure omni-channel impact across all

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your commerce stores in a way that only Google can deliver.

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That's awesome.

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That would open up a whole new market for me as an agency because you

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know, local at the moment, it's time.

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Bid and measure physical store sales instead of performance price.

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So they, they had something, I don't know if y'all remember this, or if

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anybody remembers this, they had something called Google beacon and they

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sent out to retailers on a beta level.

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They sent out this plastic.

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I don't know if it was like RFID or NFC.

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I don't, I don't understand the, that stuff.

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But you were going to put it in your store and then Google was

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going to use that, I think to auto tag users, that it could track.

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But I I'd never, I mean, how would you tie revenue to that?

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I guess you, the store in your point of sale system would need

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to tie that user to that session.

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And then Google tying back to an ad impression.

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I don't know.

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I didn't get it.

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It didn't go anywhere.

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I don't even think we had the opportunity to ever even use beacon.

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They just send it out.

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And some of our customers like, oh, we have this.

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And we're like, great.

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We'll let you know when we know how to use it.

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I want to go to school and where that happened, but if Google can

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pull this off, that's so exciting.

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And you know, what's really nice about that is that actually help people that

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like deserve help all those little mom and pop shops assuming that they

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make it available for that threshold.

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I guess that's always going to be the caveat here is Google is

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really doing this for, you know, REI and Dick's sporting goods.

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You're not doing it for us.

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But man, that would be awesome.

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Product fees and YouTube sorts.

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Cool.

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Check out and merchant.

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That will be so Google is going after Amazon kind of later this year

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view critical information to improve quality of your feed more efficiently.

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That actually would be really helpful.

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Google took you long enough.

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You morons.

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Identify products with missing attributes.

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Cool.

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See competitors stronger offers depending on what it is that they give us.

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And I guess in some ways you can already do this, but it it'd

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be cool if it's being spoonfed.

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This is also it's it's that's the path.

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This is a race to the bottom from any commerce perspective here.

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But I guess, I guess that's just what advertising does.

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This is cool.

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You'll be able to showcase your loyalty benefits on Google for existing members.

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Performance max will help you reach new loyalty members.

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It will show those special ads designed to capture them.

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So if you've got a continuity product, that could be amazing.

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Pay me to pay me.

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I love that entire model.

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And here's Ziv video.

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Google marketing live.

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2022, how long has this thing?

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Two hours.

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So you watch my 12 minute video.

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You can watch this two hour thing and I'm pretty sure I already got everything.

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I haven't watched it.

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I'm not going to, I'll just hate, watch it for two hours and yell at the screen.

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I have more effective things to do with my time.

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Like watch Gabriel at places.

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There's so much coming, you know, what's really interesting is we

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got access to Google's beta slides.

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John had to sign an NDA.

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So we can't talk about it.

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Like none of the things that I was excited about in those slides

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made it into this presentation.

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So it just makes me wonder because the slides didn't include any turnaround

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time at all on, on any of the stuff.

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And some of it is so.

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And so exciting, especially from an agency perspective, because it keeps us relevant.

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But they didn't like, that's clearly not a part of this year's rollout.

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I mean, they're even teasing beta products in this year's rollout.

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So it just makes them wonder how far out those things are.

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You gotta hand it to a man like Google guy, they're playing the long game.

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You know, some of the changes that they made in preparation for

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performance max are three years old.

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Like they really.

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This was very intentional.

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This is this.

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Oh, and I guess it makes sense.

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It's a, it's a cosmic shift.

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It's cosmic the right word.

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It's a glacial shift.

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It's a tectonic shift.

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And I guess that would have to happen slowly.

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I got there.

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Anyway, let me know what you think I'd be interested in the features

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that you key in on and the ones that you think are noteworthy.

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