PMax Update: Google Will Now Choose Your Landing Page AND Write Your Content

And I know y'all know if you've watched my channel enough, you know,

how skeptical I am of Google's bullshit, but I'm really excited about this one.

I have to be honest, there's no rollout template.

I remember I posted something to Twitter.

I forgot what it was.

I posted something to Twitter about a new feature and somebody tagged Google ads.

And they're like, why do we have to learn this from him?

Why aren't we learning this from you?

And at first I was offended and I was like, Hey, Mr.

This is what I do.

But then I was like, you know what?

That's a really valid point.

They're putting people in a position to fail.

The future is here.

Email from Google, improving how your assets are optimized in performance.

We will also begin customizing descriptions and other

assets within your ad.

When they're predicted to improve your campaign performance, this

will only impact your campaigns when final Euro expansion is on

translation final Euro expansion.

If you don't know, means that Google gets to choose the page, that the traffic is

driven to, which by the way, blows my mind and is an amazing, and, it is actually

very, very, very strongly recommended because we're operating off of a 500

touchpoint paradigm, meaning Google.

Can't deliver the end result to every customer every time.

Instead, we wanna be able to nurture them with, education, blogs, videos, content

case studies, testimonials, whatever.

So Google being able to deliver people to an end result that it thinks is more

applicable to their buyer's journey.

Brilliant.

And now Google's saying not only are we gonna do that, but we're gonna

change your ad copy to match the page we've chosen in order to maintain

continuity with that browsing experie.

and I know y'all know if you've watched my channel enough, you know, how

skeptical I am of Google's bullshit, but I'm really excited about this one.

I have to be honest.

There's a bunch of things that bug me about it.

There's so many things that bug me about it.

The first one is the two weeks notice.

It's just, they're just so heavy handed.

So often.

There's no rollout template.

I remember I posted something to Twitter.

I forgot what it was.

I posted something to Twitter about a new feature and somebody tagged Google ads.

And they're like, why do we have to learn this from him?

Why aren't we learning this from you?

And at first I was offended and I was like, Hey, Mr.

This is what I do.

But then I was like, you know what?

That's a really valid point.

There should be some level of.

Roadmap that Google makes available to people.

And I mean, we've, signed some weird NDA in order to see their,

future development, but even that's nebulous and there's no date or

time or, level of commitment to it.

So that's really frustrating.

So that's the thing that bugs me.

That's the first thing that bugs me.

The second thing that bugs me about it is as with all things, Google.

They're putting people in a position to fail.

What this means is you need to go and SEO the daylights outta your site.

You need to go make sure that you have rock solid site titles SEO,

friendly URLs, title tags potentially H one tags, meta descriptions.

Robust on page content, build out that content, make it thumb friendly,

bullet points and, skimmable and alt tags for your images.

Google just said, we're using your on page content in order to write your ad copy.

That means you need good on page content.

Why wouldn't there be some level of coaching, you know what I mean?

Some level of, Hey, just FYI.

This is a massive snakes nest that we're throwing you into.

Here are some best practices, as far as creating a webpage from

which we will be pulling ad copy.

So that, to me, that's a fair ask.

Hey, Google.

How about you provide us with, I don't know what an infographic,

a checklist to best practices.

One sheet that says, generally speaking, we're pulling our ad copy from the title.

First, the H one tag second, we're using alt tags as predictive medications.

we're identifying blocks of texts as they relate to value proposition.

I don't know.

that's the thing is, I don't know.

I don't know how you're gonna use the copy.

In what context?

I have some really strong hunches because of it's the exact

same thing they did with DSA.

And so, yeah.

We figured out with DSA and we reverse engineered it and now we know

what to do, but that's just because we, spend so much money instead

of Google that we have so many.

Use cases.

Here's the truth.

Really think about this.

We have so many failures.

The only reason I know anything inside of the Google ads, E.

The only reason I know anything instead of the Google anti ecosystem is because I

fail more than you do a bunch of people, 200, some odd clients give me their money.

And then I fail on their behalf.

And then I aggregate those failings and I'm able to distill a little

bit of knowledge out of it.

And then I build my little bridge.

Here's where I am and here's where I wanna go.

And I'm building it 1% at a time.

And every 1% point counts as a new, massive epic failure.

This is not a glitch.

I'm interrupting because I need to remind you that I'm always looking

for people to join our team.

So if you're passionate about Google ads and you wanna work with the best

Google ads agency on the planet, please go to so late.com/apply.

Speaking of working with the best Google ads agency on the planet, if you're having

trouble with Google ads and you want professional help, that's what we do.

You can go to so late.com that's S O L eight.com to apply for your

free no obligation action plan.

And if I've.

Any level of value at all.

Maybe think about giving me a thumbs up and society to our channel.

That's how we choose the YouTube algorithm.

So they actually know that I know what I'm talking about.

If you have questions, comments, concerns, or confessions hit me

below in the comments and now back to your regularly scheduled program.

And it's, frustrating for me, but it's even more frustrating to think about

all the small businesses out there that are gonna be thrown into something like

this, where Google says, oh, Hey, by the way, we're rolling out this feature.

A massive shift in, paradigm approach, we've recommended that you have

final Euro expansion on, and when you do that, incidentally, it's

gonna change everything about the most important facet of your ads.

The copy is the most important facet of your ad.

The copy is the ad used to be called Google ad words.

give us Something, man.

I wouldn't trust a step by step tutorial from Google, but how about an explanation

of how it is that you're pulling the copy?

How about a, mild rank ordered hierarchical structure as to what

copy we need to pay the most attention

? oh God, it's so frustrating.

I'm sorry.

I'm jumping on another soap box, but I'm pretty sure that's why

half of y'all come here by the way.

I'm just like the I forget that guy's name.

He was the guy that got really mad.

is it Alex Jones, the weird political pundit who would just yell and people

would just tune and just watch him yell.

Cause you turn beat red and it looked like he was gonna get, have a heart attack.

I'm like the Alex Jones of Google ads.

I think you absolutely should enable final URL expansion unless you

have very strong reasons not to.

And that will continue to be our recommendation because it

really does make a lot of sense.

And this also means that you need to build out a content rich website

and you need to build a content rich website that has diverse Navigation.

So stop bundling pages.

if you have 10 services, for instance, don't have a service

page with 10 little bullet points.

You need 10 separate pages.

Each of your product categories probably needs a page that has

more than just the products on it.

I mean, explain your materials.

You're sourcing your process, your manufacturing, your w your commitment to

insert virtue, signaling, whatever here.

You need as.

Relevant content, as you can think of, because what this is saying on multiple

levels is, Hey, we're gonna use the content on your website in order to

nurture people from the top of the funnel down to the bottom of the funnel.

And we're also gonna use the content on your website in order to write your ads.

And here's the other thing, and I think is tremendously important.

Not all ads are launched to be clicked on, right.

Especially because performance max is so heavy display based.

You have to think about your ads as a branding opportu.

And so if Google is pulling content from your website, make sure that

it's brandable content, make sure it's content that you'd actually

want associated with your brand in URL and your value proposition.

Make sure it's up to date and Make sure it's robust.

That might be the most important thing.

It's not gonna be able to pull something that's not there.

So, you know, if there's something that you really wanna say, or there's a value

proposition, that's really important.

I would not only make sure that it's, above the fold.

I'd make sure it's repetitive be repetitious in the things that

you want Google to definitely pull and I'd have those in the title,

multiple places in the description.

and realize too, that, Google's not necessarily gonna pull just from, you can

see this in Google's copy recommendations.

When you build up performance, max asset groups, it doesn't

just pull from your on page.

Copy.

It pulls from metadata.

It pulls from site title.

It pulls from H one tags.

So.

Google's gone on and on and talked about, they basically destroyed metadata

philosophically saying, ah, we don't pay attention to metadata at all.

And I'm like, yeah, you do.

Yes, you do.

I've seen it.

And then I think there's also other indications that Google

would use to define what copies most relevant and valuable.

Like I've never seen Google use alt tags in ad copy creation, obviously,

but I can see how Google would use an alt tag in order to kind of triangulate

what's most important on the page.

and it's like, okay, I've got a couple of images with an alt tag

about this particular product.

This page is obviously about that product.

So realize that the page copy that you have it's going to give Google

strong intent based signals as far as what you were trying to do when

it comes to that page, in that copy.

and none of this by the way is new.

It might be new to you.

If you're a Google ads person, this is all old school SEO.

This is old school onsite.

Optimiz.

So just go buy somebody's really old SEO course, cuz SEO's never changed.

And I know every SEO on the planet just got really mad at me for that.

It's never in a million years, it's always just been produced

the best possible content and then get the best possible links.

And everything that you think has changed about it is just all your little black

hat tricks being changed or moved away.

I think that's all I have to say on this topic, I'd be

interested in y'all's opinion.

Are you going to enable final Euro expansion now that you know,

Google is rewriting your ads?

Are you excited about it?

Are you skeptical?

Anything you think we should be aware of?

Any guardrails that you think other people should put up?

Anything that you think I'm not considering?

I wanna know at all.

Appreciate you watching.