Kasim Aslam Profile picture
Jun 5 โ€ข 9 tweets โ€ข 3 min read Twitter logo Read on Twitter
Google just announced an AI-driven, conversational chat experience within Google Ads meant to help advertisers build campaigns. Hereโ€™s what we know so far.ย 

#thread ๐Ÿงต
The process starts with your landing page. Once provided, Google crawls the page, summarizes the content and intent, and then โ€œwill generate relevant and effective keywords, headlines, descriptions, images, and other assets for your campaign.โ€
Once generated, you have the opportunity to review and edit all of the suggestions. In addition, you can โ€œask Google AI for ideas, just like you might ask a colleague.โ€ This gives you the opportunity to chat back and forth with Google as you iterate.
Based on the screenshots provided, the process actually looks really cool. The thing that worries me the most (especially for newbies) is a process like this is going to put Google in a position to be even more aggressive with its โ€œrecommendationsโ€.
If youโ€™ve been following me for any length of time, you know I think Googleโ€™s recommended settings are to be met with skepticism and caution. Google instructs advertisers to follow โ€œbest practicesโ€ that arenโ€™t always in their best interest.
An iterative process will put Google in the position of further championing its own best interests. Further, the process dives deep into the specifics and nuances of campaign creation. Google can (will) begin offering recommendations at minute levels of the strategic discussion.
You might think I sound paranoid: Youโ€™re probably right. But, just because Iโ€™m paranoid doesnโ€™t mean they arenโ€™t after me. At this point in my career, I have seen enough of Googleโ€™s self-interest reflected in its education and recommendations to be bold in voicing my concerns.
Weโ€™re already losing massive amounts of control to AI-driven mechanisms. Now, Google is equipping itself to manage what little control we have left. Imagine a world where the machine learning mechanism gets to direct humans in making the few decisions they have left.
Iโ€™d love to know what you think! You can read more about the new feature here. blog.google/products/ads-cโ€ฆ

#ppcchat #digitalmarketing #google #googleads #gads

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More from @kasimaslam

Jun 6
Hereโ€™s a #thread on the #1 most important skillset you can learn when it comes to creating advertising copy (along with step-by-step instructions and a FREE downloadable guide). #thread ๐Ÿงต
Features tell. Benefits sell. Learning to take features and articulate their benefits is the most impactful skill a marketer can have. It sounds simple enough, but in practice can be exceedingly difficult (as evidenced by how many people fail at it).
Features are technical descriptions or functionalities of a product. Benefits show how the product can solve customers' problems or meet their needs. Nobody buys a drill, they buy a hole.
Read 12 tweets
Jun 6
True story: University professor reached out and asked me to come speak to his class about marketing.
I asked what he was willing to pay. He said I should do it for free for the sake of the kids.
Fool, those kids can hear me speak for free on YouTube. You want me to do your job for you? Cut me a check.
Read 4 tweets
Jun 6
In this week's video, I'll be breaking down the Quick and Dirty Truth About Every Campaign Type Inside of Google Ads.

#thread๐Ÿงต
Different campaigns yield different results. Some of them give you high visibility so you can immediately drive conversions and capture additional traffic. Others can reduce your competition and lower your costs.
While most of them have the potential to increase your businessโ€™s profitability, sometimes there are challenges to running them.
Without proper optimization and understanding, they can end up sabotaging your business in the long run.
Read 6 tweets
May 23
The location of your ads matter (obviously). Hereโ€™s how you can measure and optimize your ad location in Google Ads.

#thread ๐Ÿงต
Search top impression rate = Impr. (Top) % = the % of your ad impressions shown anywhere above the organic search results

Search absolute top impression rate = Impr. (Abs. Top) % = the % of your ad impressions shown as the very first ad above the organic search results
NOTE: Donโ€™t get either of these metrics confused with "average position" which compares your ads to the order of other ads.
Read 10 tweets
May 23
Everyone hates bidding on their brand traffic.ย 

#thread๐Ÿงต
Why pay for traffic you may have (organically) gotten otherwise?ย 

Because your competitor can always steal your traffic. Which means, you could have gotten MORE.
Weโ€™re not talking about a new strategy here. Any decent agency or PPC manager knows that the #1 reason why you should bid on your brand is to protect it from being poached.
Read 6 tweets
May 22
Google just announced its new ๐—š๐—ฒ๐—ป๐—ฒ๐—ฟ๐—ฎ๐˜๐—ถ๐˜ƒ๐—ฒ ๐—”๐—œ ๐—ฆ๐—ฒ๐—ฎ๐—ฟ๐—ฐ๐—ต. Hereโ€™s what it is and how itโ€™s going to change search forever.ย 
#thread๐Ÿงต Image
In the announcement, Google states: โ€œ๐˜–๐˜ถ๐˜ณ ๐˜ฑ๐˜ฐ๐˜ธ๐˜ฆ๐˜ณ๐˜ง๐˜ถ๐˜ญ ๐˜จ๐˜ฆ๐˜ฏ๐˜ฆ๐˜ณ๐˜ข๐˜ต๐˜ช๐˜ท๐˜ฆ ๐˜ˆ๐˜ ๐˜ต๐˜ฆ๐˜ค๐˜ฉ๐˜ฏ๐˜ฐ๐˜ญ๐˜ฐ๐˜จ๐˜บ ๐˜ธ๐˜ช๐˜ญ๐˜ญ ๐˜ข๐˜ญ๐˜ญ๐˜ฐ๐˜ธ ๐˜บ๐˜ฐ๐˜ถ ๐˜ต๐˜ฐ ๐˜ข๐˜ด๐˜ฌ ๐˜ฒ๐˜ถ๐˜ฆ๐˜ด๐˜ต๐˜ช๐˜ฐ๐˜ฏ๐˜ด ๐˜บ๐˜ฐ๐˜ถ ๐˜ฏ๐˜ฆ๐˜ท๐˜ฆ๐˜ณ ๐˜ต๐˜ฉ๐˜ฐ๐˜ถ๐˜จ๐˜ฉ๐˜ต ๐˜š๐˜ฆ๐˜ข๐˜ณ๐˜ค๐˜ฉ ๐˜ค๐˜ฐ๐˜ถ๐˜ญ๐˜ฅ ๐˜ข๐˜ฏ๐˜ด๐˜ธ๐˜ฆ๐˜ณ....
...๐˜ž๐˜ฆ'๐˜ณ๐˜ฆ ๐˜ณ๐˜ฆ๐˜ช๐˜ฎ๐˜ข๐˜จ๐˜ช๐˜ฏ๐˜ช๐˜ฏ๐˜จ ๐˜ธ๐˜ฉ๐˜ข๐˜ต ๐˜ข ๐˜ด๐˜ฆ๐˜ข๐˜ณ๐˜ค๐˜ฉ ๐˜ฆ๐˜ฏ๐˜จ๐˜ช๐˜ฏ๐˜ฆ ๐˜ค๐˜ข๐˜ฏ ๐˜ฅ๐˜ฐ ๐˜ข๐˜ฏ๐˜ฅ ๐˜ฉ๐˜ฐ๐˜ธ ๐˜ช๐˜ฏ๐˜ง๐˜ฐ๐˜ณ๐˜ฎ๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ ๐˜ช๐˜ด ๐˜ฐ๐˜ณ๐˜จ๐˜ข๐˜ฏ๐˜ช๐˜ป๐˜ฆ๐˜ฅ.โ€

But, what does that really mean? ๐Ÿค”
Read 14 tweets

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