Kasim:
00:00:11
One, get in now, get in early while the getting's good.
2
:
00:00:14
And two, don't be overly reliant on it.
3
:
00:00:17
we've said a couple of times, Facebook
ripped off Google wholesale with
4
:
00:00:20
advantage plus, and if that's true,
then it stands to reason that they're
5
:
00:00:23
going to experience the same and flaws.
6
:
00:00:25
What do you think?
7
:
00:00:26
I think that's the case with
everything pays to be in early.
8
:
00:00:29
the more competition there is, for
inventory, whether, no matter what kind
9
:
00:00:32
of campaign it is, the inventory is still
the same across meta suite of products.
10
:
00:00:37
And if you're not early, then
you're going to pay the price later.
11
:
00:00:40
things never get cheaper, or first
within trying one of these new
12
:
00:00:43
things, you probably could benefit
from, some initial cost savings,
13
:
00:00:48
but over time you have to expect
that the cost is going to go up and.
14
:
00:00:50
Same thing with other talk about
reels is fairly new on Instagram,
15
:
00:00:56
and it's only going to continue to
grow, but there's not a whole lot
16
:
00:00:58
of people taking advantage of it.
17
:
00:01:00
Could the argument be made on the
Google side with Performance Max is that
18
:
00:01:04
correct me if I'm wrong here, Carson,
the vast majority of the inventory that.
19
:
00:01:09
Google was trying to sell and
monetize because it was basically
20
:
00:01:13
just junk with the exception of
retargeting is the display network,
21
:
00:01:17
which the argument could be made.
22
:
00:01:19
That's not quite as high quality
of traffic as there might be in the
23
:
00:01:24
Facebook news feed, on Instagram
reels, at some point in time,
24
:
00:01:28
they're going to monetize WhatsApp.
25
:
00:01:30
So the runway for.
26
:
00:01:33
Not only adoption, but effectiveness
and performance max was limited
27
:
00:01:38
just due to the limitations
of where the inventory lies.
28
:
00:01:42
If you're following my line of
rationale here, basically traffic
29
:
00:01:46
on display was always crap.
30
:
00:01:48
And then they put,
performance max in it's Whoa.
31
:
00:01:52
Now it's great.
32
:
00:01:53
And maybe all the good inventory and
performance max or good inventory on
33
:
00:01:58
display network had a finite lifespan.
34
:
00:02:00
So that's why it's starting
to burn out for you.
35
:
00:02:03
Could that argument be made?
36
:
00:02:05
It could.
37
:
00:02:05
The problem is Google doesn't
give us a lot of data on placement
38
:
00:02:09
gives us some, and there's a lot of
ways you can reverse engineer it,
39
:
00:02:13
but it's difficult to see where.
40
:
00:02:14
Your ads are being shown.
41
:
00:02:16
So it's a really good guess.
42
:
00:02:19
it's actually brilliant.
43
:
00:02:20
It's trust me.
44
:
00:02:20
I put it out there.
45
:
00:02:21
Someone saw it.
46
:
00:02:22
Won't tell you when, where, how in what
context or in what way, but it happened.
47
:
00:02:26
I got you, man.
48
:
00:02:27
taking care of you.
49
:
00:02:27
And on a long enough timeline, I
actually think Google is going to
50
:
00:02:30
end up being right in what has to be
their assumption, which is they're
51
:
00:02:34
going to find a way to algorithmically
monetize display based inventory.
52
:
00:02:38
What they couldn't do is they couldn't
give us the interest based segmentation
53
:
00:02:41
Facebook did because that results in
privacy concerns and antitrust suits.
54
:
00:02:45
But that would have been the way to
improve their display, by the way,
55
:
00:02:47
because display traffic is Facebook's
newsfeed is more or less display based
56
:
00:02:50
traffic, but Facebook lets you segment.
57
:
00:02:52
So Google's display network could be
more valuable, but they held back and
58
:
00:02:56
they held back strategically, I think.
59
:
00:02:58
And now what they're trying to do
is figure out how to get the AI.
60
:
00:03:03
To figure out how to get
people to buy via display.
61
:
00:03:05
And I do think they'll crack that
code on a long enough timeline.
62
:
00:03:07
But in the meantime, we're
all the Guinea pigs and we're
63
:
00:03:10
paying for Google's R and D.
64
:
00:03:12
So they're high end traffic
channels, search, shopping,
65
:
00:03:15
discover certain contexts, YouTube
specific campaigns, Google's not
66
:
00:03:20
withholding, but using sparingly.
67
:
00:03:23
And with P max, you can force people
into the higher end traffic channels.
68
:
00:03:26
This is really interesting.
69
:
00:03:26
Actually, if you don't know this, if
you're running performance max right now,
70
:
00:03:29
and you're like, I'm not showing up in.
71
:
00:03:31
Search or standard shopping
the way that I want to.
72
:
00:03:33
Go run a search or standard
shopping campaign next to
73
:
00:03:35
your performance max campaign.
74
:
00:03:37
Here's what's crazy.
75
:
00:03:38
Those campaigns will experience little
or limited visibility, but your Pmax will
76
:
00:03:43
start to push into search and shopping.
77
:
00:03:45
So you can force Pmax where you
want it to go by telling Google,
78
:
00:03:48
if you don't do it, I will.
79
:
00:03:50
And then Google all of a sudden
pushes Pmax into the higher value.
80
:
00:03:54
Networks, which again
it's just frustrating.
81
:
00:03:56
And I think given that meta is
rolling this out, I have a suspicion
82
:
00:04:01
they're building it in the same
way and they're going to come up
83
:
00:04:03
with encounter the same issues.
84
:
00:04:05
And I don't think Google realized they
would encounter the dramatic swings.
85
:
00:04:09
It's like inflation in that, the more
people that rushed into performance
86
:
00:04:14
max, the more inflationary the
environment came, maybe not as to the
87
:
00:04:18
cost of the traffic, but to value of
the traffic or the availability and
88
:
00:04:22
accessibility of the higher value traffic.
89
:
00:04:24
And I would anticipate the same thing
happening with Meta, and maybe a little
90
:
00:04:28
faster because Meta has a fraction
of the traffic that Google has.
91
:
00:04:31
Meta doesn't have this massive
display network to push all
92
:
00:04:34
their crap traffic into.
93
:
00:04:35
that was my Point.
94
:
00:04:36
But anyway, go ahead.
95
:
00:04:37
as I heard Tom talking about this
and I hope this doesn't come across
96
:
00:04:40
the wrong way, but I was like,
man, I've heard all this before.
97
:
00:04:42
I got sold this bill of goodbye
by Google and I bought it.
98
:
00:04:45
not only did I bought it, I resold it.
99
:
00:04:47
I bought wholesale and then I
started selling to everybody else.
100
:
00:04:49
And for two years, we were
the performance max agency.
101
:
00:04:51
And now I'm sitting here eating
great big bowls of crow every day.
102
:
00:04:55
it's just interesting to
see how the pendulum swings.
