In this conversation, the Yananai and Franthoni discuss the critical importance of preparing for Q4 during Q3, emphasizing the need for testing new functionalities, budgeting, and creative strategies.

Takeaways:

• Q3 is crucial for preparing for Q4, the peak e-commerce season.
• Testing new functionalities should be done in Q3, not Q4.
• Brands often change agencies before Q4 due to poor preparation.
• Google's creative capabilities have improved significantly.
• Testing different types of creatives is essential for success.
• Set aside a budget for testing in Q3 to prepare for Q4.
• Google's learning phase can take up to 30 days, impacting budget scaling.
• Attribution and conversion tracking are vital for accurate reporting.
• AI is changing the landscape of search and advertising.
• A final checklist for Q4 preparation includes fixing tracking and campaign structure.

In this episode, the hosts discuss the latest updates from Google Marketing Live, focusing on AI innovations, the introduction of AI mode, and its implications for search and PPC.

They explore the future of audience targeting, the integration of video ads, and the importance of a solid foundation for leveraging AI in advertising.

Takeaways

• AI is transforming how we find information.
• Google is coming back to show they're the top dogs.
• The PPC world as we know it has officially changed.
• Video ads are coming to Search and Google Shopping.
• Google is creating more touch points within their ecosystem.
• Google's core product is advertising.
• You need to have your foundation built for AI Max.
• Google is giving you the ability to create images.
• We need to give Google time to improve these tools.
• We're at the forefront of AI capabilities.

Yananai and Franthoni discuss the introduction of AI Max, a new feature from Google that automates search campaigns.

They explore its functionalities, potential impact on media buying, and the importance of having a solid content foundation for successful campaigns.

Takeaways:

• AI Max is a new tool that automates search campaigns.
• The importance of a solid content foundation for effective ads.
• Case studies show significant conversion increases with AI Max.
• Marketers need to adapt to the evolving landscape of AI.
• Automation is changing the role of media buyers.
• Transparency in AI tools is a growing concern.
• The future of campaign strategies will heavily involve AI.
• Marketers must provide quality data for AI to perform well.
• Overspending in campaigns remains a common challenge.
• Continuous learning and adaptation are essential for marketers.