How do you measure campaign success when search queries turn into conversations? 🔁 As Search becomes more conversational and intent-driven, traditional campaign rules are shifting fast. In this Community Q&A edition of Ads Decoded, Ginny Marvin answers questions about navigating these changes: straight from your comments. In this edition, we cover: 1️⃣ 𝗔𝗜 𝗠𝗮𝘅 𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗲𝗿𝗺 𝗺𝗮𝘁𝗰𝗵𝗶𝗻𝗴: How URL inclusions and Final URL expansion guide keywordless matching (and why turning Final URL expansion off prevents unwanted queries beyond your URL inclusions). 2️⃣ 𝗧𝗵𝗲 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝗰𝗲 𝗼𝗳 𝗗𝗮𝘁𝗮 𝗦𝘁𝗿𝗲𝗻𝗴𝘁𝗵: Why serving tags from your own domain via Google Tag gateway and importing CRM data via Data Manager feeds richer intent signals to find your highest-value customers. 3️⃣ 𝗧𝗵𝗲 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗮𝗱𝗼𝗽𝘁 𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: Why multi-turn conversational searches require moving past last-click attribution to DDA to measure the entire path to purchase. 4️⃣ 𝗧𝘆𝗶𝗻𝗴 𝗺𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 𝘁𝗼 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀: Why it’s even more important to focus on signals of business outcomes (metrics like conversion rates, conversion quality, ROAS, and profit) as Search becomes conversational. Watch the episode and get Ginny's key takeaways and tips in the newsletter:
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Marketers today are drowning in AI jargon, but struggle to find practical tools that actually move the needle. Google is turning AI complexity into actual business outcomes, with total brand control and zero budget waste. Here's Ping Huang, VP, Google Customer Solutions, APAC, sharing three AI drops from Google Marketing Live that are coming to APAC: 🔍 𝗔𝗜 𝗠𝗮𝘅 𝗳𝗼𝗿 𝗦𝗲𝗮𝗿𝗰𝗵 matches your products to highly relevant conversational queries 📝 𝗔𝗜 𝗕𝗿𝗶𝗲𝗳 interprets exactly what you want and generates previews of your ad copy. 🎨 𝗔𝘀𝘀𝗲𝘁 𝗦𝘁𝘂𝗱𝗶𝗼 is your creative home base in Google Ads—one place to organize, build, and test everything. #GML2026
AI Drops from GML APAC
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𝗖𝗢𝗠𝗜𝗡𝗚 𝗦𝗢𝗢𝗡: The way marketers work is changing. As we announced at Google Marketing Live in May, we’re building Ask Advisor so that you can go from goals to action faster - in the space of a conversation. By bringing together Google’s platforms - from Google Ads and Google Analytics, to Merchant Center and more, soon - into a single, helpful, agentic workflow, Ask Advisor will help marketers achieve their goals faster. See how Ask Advisor can help marketers stay ahead. 👇
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🎨 𝗦𝗰𝗮𝗹𝗶𝗻𝗴 𝗹𝗼𝗰𝗮𝗹𝗶𝘇𝗲𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 shouldn’t mean compromising your brand standards. See how 𝘁𝗼𝗽 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 use 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗜 to 𝗮𝘂𝘁𝗼𝗺𝗮𝘁𝗲 𝗮𝘀𝘀𝗲𝘁𝘀 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗹𝗼𝘀𝗶𝗻𝗴 𝗰𝗼𝗻𝘁𝗿𝗼𝗹. This year’s “𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗜𝗺𝗽𝗮𝗰𝘁” winners from the 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗜𝗺𝗽𝗮𝗰𝘁 𝗔𝘄𝗮𝗿𝗱𝘀 are showing us exactly how it's done. By using Google AI, they’re scaling high-fidelity assets seamlessly without the heavy overhead. Here is how the winners are unlocking campaign performance: 🛠️ SearchKings® x Spray-Net: Used Veo, Gemini, and Lyria to produce fully realized 30-second commercials triggered by seasonal home-decay signals. They even built a custom Gemini Gem to automatically vet assets for strict brand compliance. This strategy 𝗰𝗼𝗺𝗽𝗿𝗲𝘀𝘀𝗲𝗱 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝗼𝗻 𝘁𝗶𝗺𝗲𝗹𝗶𝗻𝗲𝘀 𝘁𝗼 𝟰𝟴 𝗵𝗼𝘂𝗿𝘀, 𝘀𝗮𝘃𝗲𝗱 $𝟯𝟳,𝟬𝟬𝟬 𝗶𝗻 𝗰𝗼𝘀𝘁𝘀, and 𝘂𝗻𝗹𝗼𝗰𝗸𝗲𝗱 𝗮 𝟱𝟬% 𝗹𝗶𝗳𝘁 𝗶𝗻 𝗶𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀. 🎯 Brennan Enterprises - North Texas Window and Exterior Door Experts: Driven by Paid Media Coordinator Kevin L., the team captured demand for premium window replacements by shifting to an AI-driven framework tailored to real-time homeowner intent. They leveraged Performance Max modular asset groups to dynamically assemble creatives and ran sequenced messaging via Demand Gen on YouTube. This personalization 𝗱𝗿𝗼𝘃𝗲 𝗮 𝟯𝟭% 𝗹𝗶𝗳𝘁 𝗶𝗻 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲, 𝟮𝟰% 𝗹𝗼𝘄𝗲𝗿 𝗖𝗣𝗔, and 𝗴𝗿𝗲𝘄 𝗾𝘂𝗮𝗹𝗶𝗳𝗶𝗲𝗱 𝗯𝗼𝗼𝗸𝗶𝗻𝗴𝘀 𝗯𝘆 𝟰𝟴%.
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Google Ads reposted this
It’s been fascinating to see how people are actually using AI in Search. When we first started rolling out these features, there were a lot of questions. Many thought AI would make searching obsolete -- because why search if AI can just give you a quick answer? But we’re actually seeing the opposite. Turns out, when people can ask whatever questions are on their minds, they use Google Search more than ever. People also asked if AI in Search would mean that people never click through to websites anymore. Actually, as we’ve shared before, we continue to send billions of clicks to the web every day through Search. And we’ve designed our AI features in Search to connect people to websites. In fact, we’re now sending billions of clicks to websites every week through AI features in Search alone – and we’re just getting started. We’re continuously improving and iterating to make it easier to dive deeper and connect with the sites you love.
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Does testing Smart Bidding Exploration mean targeting less relevant queries? In this Community Q&A edition of Ads Decoded, Ginny Marvin is answering the three most common questions she’s been getting about bidding and budgets this month: 💬 How does Smart Bidding Exploration expand my reach but not my targeting? 💬 When should I use Promotion Mode vs. Seasonality Adjustments? 💬 When should I use Max conversions/Max conversion value vs. a tCPA or tROAS bidding strategy? Watch the episode and get Ginny's key takeaways and tips from the conversation ⬇️
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Google Ads reposted this
Don’t put off this account security action! Passkeys are required to complete many sensitive actions in Google Ads. You will need a passkey to take sensitive actions in your Google Ads account – such as add or manage users, add new customers or accounts, update billing, etc. No passkey? No sensitive action. While we’re rolling out this requirement in phases, there’s no need to wait to start using Passkeys for tighter account security now. Passwords aren’t as secure as you may think. Passkeys are much more secure against phishing and hijacking. Even if a hijacker tricks you to click a bad link, your passkey won't work there. On top of that, passkeys are faster and easier to use than passwords. Don’t wait to secure your account. It’s a cinch to create a passkey. Right now, go to g[dot]co/passkeys
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Google Ads reposted this
Woah... what a cool idea! 💡 Google imported all of the documents, studies, and information about Performance Max into a NotebookLM project and handed over the keys to their product users. Now it's even easier for their users to find the information they need! This is a tactic that product owners and marketers should be considering, especially if you have a technical product. I mean, you have all of the documents, success stories and more, why not package it up into a usable format like this?
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How do you stop your 𝗔𝗜 𝗠𝗮𝘅 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 from routing local searchers to landing pages on the opposite side of the country? 📍 In this Community Q&A edition of Ads Decoded, Ginny Marvin tackles some of the toughest questions on AI Max from a recent AMA with Paid Search Association members, including Brad Geddes, Jeremy Krantz, and Sarah Stemen. We cover: 1️⃣ 𝗗𝗦𝗔 𝘁𝗼 𝗔𝗜 𝗠𝗮𝘅 𝗺𝗶𝗴𝗿𝗮𝘁𝗶𝗼𝗻: Maintain your current campaign structure and use the upgrade tool (Other settings > Dynamic Search Ad setting) to preserve historical data and avoid learning cold starts. 2️⃣ 𝗚𝗲𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰 𝗺𝗮𝘁𝗰𝗵𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗙𝗶𝗻𝗮𝗹 𝗨𝗥𝗟 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻: Use the ad group-level locations of interest setting to ensure matches align with local searchers. 3️⃣ 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝘃𝗼𝗹𝘂𝗺𝗲 𝘁𝗵𝗿𝗲𝘀𝗵𝗼𝗹𝗱𝘀: AI Max has no minimum conversion threshold, but it does require sufficient budget headroom to find those additional relevant queries and conversions. 4️⃣ 𝗧𝗲𝘅𝘁 𝗱𝗶𝘀𝗰𝗹𝗮𝗶𝗺𝗲𝗿𝘀 𝗳𝗼𝗿 𝗦𝗲𝗮𝗿𝗰𝗵 𝗮𝗱𝘀: These campaign-level assets are guaranteed to show in the first description line of your responsive search ads - even when using Final URL expansion. Watch the episode and get Ginny's key takeaways and tips from the conversation ⬇️
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𝐖𝐚𝐧𝐭 𝐭𝐨 𝐢𝐦𝐩𝐫𝐨𝐯𝐞 𝐑𝐎𝐈 𝐟𝐫𝐨𝐦 𝐲𝐨𝐮𝐫 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬? 𝐒𝐭𝐨𝐩 𝐭𝐫𝐲𝐢𝐧𝐠 𝐭𝐨 𝐦𝐢𝐜𝐫𝐨𝐦𝐚𝐧𝐚𝐠𝐞 𝐭𝐡𝐞 𝐀𝐈. 𝐒𝐭𝐚𝐫𝐭 𝐞𝐧𝐠𝐢𝐧𝐞𝐞𝐫𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐝𝐚𝐭𝐚. This was the biggest takeaway from Day 1 of the 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬 𝐀𝐈 𝐒𝐮𝐦𝐦𝐞𝐫 𝐁𝐨𝐨𝐭𝐜𝐚𝐦𝐩 🥾☀️ Swipe through for the Day 1 recap and your 3-step measurement framework. ➡️ 𝐖𝐡𝐚𝐭’𝐬 𝐜𝐨𝐦𝐢𝐧𝐠 𝐧𝐞𝐱𝐭? 𝐉𝐮𝐥𝐲 𝟏𝟓 | 𝐃𝐚𝐲 𝟐: Modern Search Strategy 🔍 How to execute the 4 essential building blocks of AI-powered Search to maximize ROI. 𝐉𝐮𝐥𝐲 𝟏𝟔 | 𝐃𝐚𝐲 𝟑: YouTube & Demand Gen 🎥 How to use Google’s latest Demand Gen features to scale creative, spark discovery, and convert high-intent audiences. Don’t forget to tune in! ☀️🍦 #GoogleAds #AISummerBootcamp #DigitalMarketing #DataStrategy