The Key Takeaways From Google’s Marketing Live Keynote 2022

Fri, Jun 10, 2022

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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Transcript
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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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