Automation has been a focal point in discussions within the PPC community this year.
Two noteworthy AI developments, Performance Max (PMax) and Search Generative Experience (SGE), are poised to revolutionize digital search marketing.
- PMax: A new campaign type that allows advertisers to run ads across all of Google’s networks, from search to YouTube to Maps within a single campaign.
- SGE: A boxed-in AI-generated answer to a search query that appears above Google’s search results, including links, images, and a conversational mode for follow-up questions.
In an exclusive interview with Search Engine Land, Susie Vowinkel, Managing Director at Google Travel, provides insights into what advertisers can anticipate from these products as we move into 2024, addresses concerns and offers guidance on maximizing their effectiveness for optimal results.
Switching from manual to automation
Since its official launch in July, Google’s PMax has gained strong adoption within the digital marketing community. However, there is still room for improvement. Vowinkel highlighted that those hesitating to transition from manual methods may be overlooking significant opportunities.
- “I have spent a lot of time with travel advertising over the last couple of months and everyone is talking about what they are doing with advertising on the AI front – so people do understand the potential of our AI solutions. However, we still have room to grow in terms of adoption.”
- “Some advertisers out there are...
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