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Google

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    Google giving us more control?

    With brand guidelines, you can control how your brand is represented in your Performance Max campaign automated assets or formats.

    Your Performance Max campaigns use Google AI to infer key brand elements using your final URL. You’ll be able to review the brand information Google infers, then can fine-tune your brand guidelines based on your brand and campaign goals.

    Guidelines help control generated videos and responsive display and include font, color, name, and logo(s).

    Brand marketers rejoice!

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    It seems Google is testing adding if there was a change to that score because of "competitive pressure" and might even list the competitor that is causing such pressure.

    Might we be getting more helpful info from Google to help with ads management?

    More context, more better.

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    Now you can ignore everything I put in the big election spending post from yesterday.

    We will pause ads relating to US elections from serving in the US after the last polls close on election day, November 5th, 2024. This will include US Election Ads as well as ads that refer to US elections, their processes or outcomes.
    The restriction period for ads about social issues, elections or politics is being extended until later this week.

    Pressure released.

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    Election Campaign Spending Crowds Out Your Messaging

    I’ve been harping about election campaign spending and its impact on marketing expectations this year for a bit now. So here’s an Election Day post running through it all again. Go vote!

    2024 is projected to be a record-breaking year, surpassing $12 billion in political ad spend.

    Seventy percent of that windfall will be spent after Labor Day

    The Harris campaign has instead focused its digital spending on larger platforms like Google and Meta, where it has spent over $280mn this year. The vast amount of political spending on those platforms — already more than $1.5bn
    For context, in the second half of October, political parties spent well over $2.5 million per day on YouTube. For Meta, it’s closer to $1 million per day.

    Why won’t I shut up about this?

    Because this level of spend puts intense pressure on the ad auctions and inventories of the utilized platforms. These are mostly net-new dollars flowing in at a rapid clip. For most brands this means higher ad costs and lower return reducing the efficiency of their spend.

    Emarketer curated some reporting that includes:

    • brands reporting ad costs increasing 2-3x in the final weeks of the election
    • surging TV ad costs, especially in swing states

    Of course, the impact on marketing budgets is just the beginning.

    This messaging overload overwhelms consumers, raises anxiety levels, and increases ad fatigue (who else is sick of all the election messaging you get bombarded with?). Which can all lead to a “pre-election slump” in consumer spending. Of course, this theoretical slump is not universal—I bet alcohol sales and the like are doing just fine.

    But the bigger the price tag, the bigger the impact.

    In times of uncertainty, people sit on their cash. They purchase discount or off-brand. They hold off on large luxury purchases made in celebration or confidence.

    Election Day itself is no exception, more the final culmination of the building gravitational pull. A black hole that will collapse into itself tomorrow (right? please?!).

    the election is fraying the nerves of the electorate, with nearly 70% of US adults calling it a significant source of stress

    According to a recent Ipsos poll of roughly 1,000 US adults, 47% said election stress is causing them to spend less and save more

    Meanwhile, the scale of an Election Day productivity slowdown could be staggering. An analysis by Challenger, Gray & Christmas estimates that productivity losses could reach $3.5 billion per hour
    Your marketing and messaging is like a fire, it needs a steady source of fuel to keep burning—to act as a beacon to the people it's for. The election is a vacuum, it sucks all the oxygen (and attention) out, making it all but impossible for that fire to keep burning without any changes.
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    Perplexity (AI) is adding to its competition with Google (and most major tech platforms), trying to carve itself a slice of that sweet e-commerce pie.

    The Pro Shop feature promises free shipping on items bought through Perplexity, enabling customers to complete transactions without leaving the platform. While browsing for products, users will notice a “Buy with Pro” option for eligible items. After selecting it, they will need to enter their billing and shipping details to finalize their purchase.

    Perplexity will estimate taxes and purchase the product on behalf of the users on Pro Shop, and users can track purchase status on the platform.

    If successful, I imagine this feature will evolve over time and become less manual/personal shopper style on the Perplexity side.

    Or maybe it leans into that AI-as-assistant approach to create a new angle on a competitive feature set.

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