Google

    Drop the look, keep the voice.

    High-performing brands have shifted to voiceover-first UGC, Ads that strip away the face, drop the performance, and just let the message land.

    As Google Ads tries to become more like social, are social ads becoming more like podcasts?

    via Buyology


    What Google announced at I/O that you might want to know about

    (hint: it rhymes with “hey why”)

    The two main questions for marketers:

    • How will this change user behavior?
    • How will big G monetize AI search?

    We might get some hints during Marketing Live today.


    How will marketers react to uncertainty (thanks tariffs!)?

    According to EMARKETERS Zach Goldner:

    I think what marketers are going to do is what they always do during turbulent times.

    Clamp down more on experimental spending

    Reallocate more toward safer bets, like search > Lean more into the triopoly: Google, Meta, and Amazon

    A Chinese pullback should lead to lower CPMs but be brave

    Zig to the above zag

    Now is the time for brand building and experimentation


    Some Google updates you might have missed earlier this year:

    Exclude age groups from shopping placements in Performance Max campaigns

    an AI sales assistant in shopping related search results (in testing)

    Demand Gen campaigns are adding display network to the placement portfolio at the ad group level (so much for quality).

    Video Action Campaigns are being migrated to Demand Gen, but you

    will be able to use Demand Gen to create a YouTube only performance campaign

    More robust campaign planning with Advanced Plans. Looks to offer options based on your objective, recommending the campaign type mix and budget allocation.

    Customer Match list membership duration will be capped at 540 days


    Could Google’s best anti-trust defense be to play up its coming irrelevance?

    Apple SVP of Services Eddy Cue said last week that AI will one day replace search engines like Google.

    Cue said he expects Safari to eventually swap out Google for AI services from up-and-comers including OpenAI, Anthropic, and Perplexity.

    Which of course brings to mind the Twain-ism, “the reports of my death are greatly exaggerated.”

    In the long run, Google’s 10 Blue Links™ approach is likely dead, a former monopoly. But how long is that long run?

    via The Daily Upside


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