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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

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Could be handy when working out potential audience size

Population Around A Point tool

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Sometimes you just need to acknowledge the state of reality and keep things simple

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It’s not just about delivering the right message to the right person.

It’s about delivering the right message to the right person at the right time in the right context.

In the words of Phill Agnew:

Our surroundings always anchor us.

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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