An unofficial Google rep's take on what drives real Google Ads results

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00:00I'm a strong fan and believer in autocreated assets and when I speak about that especially video and and pmax so pictures and and images all right welcome back to the PPC Mastery podcast and today I have another special guest uh it is Maximilian vom Eyser AER AER I messed it up yeah AER that was it is there U he's a senior digital growth strategist at Google and uh well you you mentioned yourself just now backstage as MX so I think I'm gonna call you Max as well um I've been following you on on LinkedIn for a while uh maybe two years or so and it's really cool to see how you have built your personal brand on LinkedIn um even though you're not a freelancer usually you see you see Freelancers building their personal Brands to get clients and everything but I think you have built a really solid personal brand even though you are still working inhouse at Google so that's something that I want to definitely dive into but before we go into your story as a as a senior digital growth strategist at Google um I just want to quickly ask you what is something that you believe about Google Ads that most people would disagree with um I mean first of all I gotta got to do a quick thank you for all the the nice words and thanks for having me on the podcast um Max from iser Maximilian from iser from iser from Isa whatever language you wanted to go for I'm it all works so I appreciate being here and um yeah kicking it off with the question what's one thing I believe about Google

01:37ads that that a lot of people will disagree with um I think I would have to go with with Google AI and with all the automation that that it does and maybe a bit more specifically also looking at the the current kind of 2025 and 2024 I think um and I know that's a very unpopular opinion um I'm a strong fan and believer in autocreated assets and when I when I speak about that especially um video and and pmax so pictures and and images because I think especially looking at the last one two years and where image Generation video generation with AI is is going um not just on Google but in the whole tech industry itself and all the Google vo and Google image generation and everything um I think all people and I know there are quite some out there that that are big um Advocates of of not trusting the the autocreated assets or not trusting them yet um I I'm pretty sure they will all be surprised um in in 2025 because I think there will be big big um processes or or or um progresses and um it'll be exciting for a lot of advertisers especially smaller ones that that don't really have the production capacities to you know do images videos so long story short um autocreated assets in especially pmax and um I'm happy to uh to stamp my ground on that um opinion or forecast even if you want to call it that way nice well yeah let's let's definitely unpack that um but before we do that before we go into all the nitty-gritty of it um let's take a a couple years couple years back uh I

03:16looked at your LinkedIn profile you've been working at Google Now for about five to six years um how did you end up working at Google and what was your first role there MH um yeah I'm at Google since a little more over five and a half years so I started here in Dublin in the imia headquarters in 2019 summer of 2019 so right before um the the pandemic then started a few months after um however my my first touch point was was Google and then also with the online marketing industry and everything was actually um even one year before that so I am uh from Germany I grew up um in the um proximity of of cologne went to University in Cologne uh for my bachelor's and Masters in in business and during my masters I did an internship at Google in in Dublin actually where where for three months I supported some of the um Google Ads or back then Google AdWords teams and that um was something that that I found really interesting didn't really have any touch point with with um nothing no account management no digital marketing no Google Ads Google AdWords until that point um but it was really amazing and it it it turned out um to be successful from both sides so so Google was happy with what I was doing as well I ended up having an offer for after my studies so in 2019 in the summer I started as back then and account manager for our um SMB so that's small medium businesses um working with the the German market and pretty much helping the small list of of advertises setting up their their ads running them and um those who are sometimes you know your next door barber

04:53shop or the the local kind of uh National um e-commerce businesses um very very small with with very limited um budgets back then and also compared to today also very limited scope of of optimization and I I'm I'm sure you doing uh the PPC gig for for quite a while as well so you probably remember back then the biggest challenges were um Extended text ads and and having them completed and adding site links and um I remember doing my onboarding one of the biggest projects um internally in Google at that moment was kind of the development of of smart shopping campaigns and the roll out of of value based bidding so smart bidding 2.0 not just maximize conversion but conversion value um and that was kind of my my everyday business so um talking to advertisers helping them do that and over the course of the last five and a half years I got to see a lot of different um teams and organizations in in Google I then started working with bigger advertisers I worked with our Enterprise team in Portugal for half a year helping them export um or helping their advertisers export and internationalize to to Germany and the the germane speaking duck region and now since one and a half years I work as a senior digital growth strategist um still in Google in Dublin still for the German Market but um compared to when I started nowadays it's uh literally a handful or 20 to be precise advertisers and and companies to work with um with an average uh daily ad spend I I tried to do the maass earlier it's somewhere around um

06:30around a 100 million divided by by 20 companies in in a year um on average so it does add up to um pretty much five figure um daily average ad spend P per company and my my job in that is also not really writing extended text ads anymore it's more of the um combination of being a consultant and an account manager so a bit of a sparing partner helping with strategy talking with um both the CEOs CMOS but also the Google Ads teams and kind of figuring out the the best of everything how to grow um digitally and and how um to of course play my part which to some degree still is a campaign optimization so I'm still um involved in in all the Google Ads um operational topics as well yeah so yeah actually a frame that I didn't mention in the beginning is that you are here not on behalf of Google so everything that you're sharing here is just uh yeah from your own experience uh helping businesses grow with Google Ads um and so now in your role as a a digital growth strategist you mentioned that your your job is no longer to help clients with their their ads or site links Etc like I'm sure that they have agencies to do that or AI is is making sure that all those things are covered what are the things that you do as a digital senior digital growth strategist to help clients grow what kind of conversations are you having with them and uh yeah could you tell something about that yeah of course happy to it's actually um to to take that point from from you it's actually surprising sometimes shocking to see how many of

08:07big large or medium whatever you want to Define that as advertisers still struggle with the basics so even though I'm not Consulting on individual ads and AD creatives anymore the fact to remind people of using the best practices making sure that ad formats are right making sure that that the basics in an account our setup correct is actually something that that surprised me a lot when I made that step at Google from working with clients that you know CEO run businesses where we have an ad spend of maybe 50 100 years per day to now sometimes talking about like multinational companies with 20 30,000 Euro investment per day and still they struggle with the same things they still struggle with ad quality with ad relevance they struggle with their tracking they struggle with having um goals in mind and I don't even mean Google Ads goals but like business goals as in what do you even want to achieve with that do you want to grow your Revenue do you want to decrease your cost do you want to be more efficient do you want to what's what's it you want to do and I think that's basically I mean that's a very long story very very short but um the main idea of what I do is especially when I start working with businesses um kind of be a bit of Devil's Advocate and and challenge them because they all have huge internal marketing teams they have agencies um helping them sometimes I also work with the agencies then um but first of all getting kind of the basics right and and getting a status quo of like okay where

09:45where do we stand what do we want to achieve where do we want to go from there what have we tried in the past what's working what's not and by the way here's my recommendation of what I see millions of other advertisers doing and you are far away from even trying that and then from there on take it in whatever Direction it goes and then of course the the typical conversations come up of like you know some businesses some more search heavy in a Google Ads specific content some are more upper funel video heavy some want to achieve um sales some want to generate leads some are out for awareness um and some don't even know what they're looking for and then um I'll I'll take it from there also and and try to help them yeah it's super interesting that you said that even some of the biggest brands you would would expect that they have like super solid foundation but their their Basics their fundamentals aren't in the right place and that's also why Bob and I have been pushing the the need for solid foundation by doing the fundamentals right um we have been pushing that so much over the last couple of months are going to continue to do so for the next year because often times people Google ad specialist PPC experts Brands they want the the cool Advanced you know shiny um Advanced sounding teex or strategy that is supposed to take their results to the next level but the more I get more experience in business and and as a Google ad specialist I realize that it's actually always the um those who do the fundamentals the best over and over are always having the most success um so then from your perspective as someone who is working at Google with these types of of customers

11:24these types of clients these types of Brands what do you think are the most important uh key components to driving success or driving results with Google Ads when you look at sort of the basics or the fundamentals I think the the absolute fundamental fundamental number one is measurement um I I recently I don't know where it was I read this quote what we don't measure we don't treasure um and at the end of the day I think that that holds true for for everyone I get it that when I speak with advertisers and I'm like hey do this and this and this and they say oh but we don't really see an impact of making these changes for our business I think then it's a fair objection but at the other hand it's also fair for for anyone and whether that's me as an Google but external consultant whether that's an agency a freelancer or an internal marketing expert or or marketing manager discussing with their boss or manager it's fair to say hey but why are we not measuring it like what's stopping us from from measuring and again like I said earlier whatever we're going to measure but let's measure something and let's take it from there and kind of do hypothesis of okay this is what we are having now if we increase budget if we decrease budget if we go into this Market this Market how is this going to affect the Baseline so number one measurement um number two understanding what we are measuring and then building upon what do we want to achieve so setting a goal and I know that for a lot of companies that's kind of very very difficult but if I've learned one thing at Google it's a gross mindset it's always if there is an opportunity if

13:01there is a hat room if there is advertisers or or competitors that are doing it better than than a business then let's make sure to catch up let's make sure to expand to this new market let's make sure to if we can invest more for more um revenue for more return let's let's do it and let's not kind of just slow down and then focus on efficiency efficiency efficiency and I'm not saying that's wrong because looking at economic situation all over the world I think it's fair to also look at efficiency and you know not just spend spend spend but doing it in kind of a right way and if efficiency is the goal then also follow up on that and actually follow through because what I see also a lot is just companies being stuck in this yeah we want to grow but we don't want to invest more and yeah let's all be realistic you know if that would be working we'd all be doing that um but it is not but um I just wanted to to add one thing because you you mentioned it also this um fancy shiny everything wants to do um everyone wants to do like amazing things um that's actually something that with a lot of the bigger and really successful businesses um I I see less and less so it seems like the the more mature businesses get the more they they also realize what is working for them and whether that's that's Google Ads or other platforms or certain strategies within Google Ads they do kind of focus on their Basics and they they try to limmit the the number of campaigns and they try to have a very clean setup of of markets differentiate differentiated by markets by products by whatsoever so

14:41um you can really tell that these big successful players and I'm not saying 100% of them but the majority um you can really see a clear clean setup which of course lots of people work on lots of agencies have been supporting that potentially um but that's also a difference to maybe rather smaller advertisers um maybe also less experienced one that just I don't know they they see something and they they want to do it immediately and they kind of skip the the five steps in between from where they are and and where they want to be and then it leads to dissatisfaction at Big Time often yeah I have this uh this theory about that because that is something that I have been thinking about a lot and especially also now with the current state of LinkedIn with all the comment X to get this thing you know it's such a I I get why it works on LinkedIn because um you get a lot of Engagement and the post goes viral easily etc etc so I'm not trying to bias that um but I I look at that and I think okay why it's it's often times the same people who I see commenting on certain things an audit template here another audit template there and then oh this strategy and this checklist this cheat sheet and I think that the reason why people are so attracted to these things first of all it's human nature I mean who doesn't like something that is completely shiny I'm not saying that I have that as well totally always with everything so I have to pull myself back always to go back to the fundamentals but I think as you also said the the more experience you get the more you know what is required to do the thing to drive results and I think if you have a little bit less experience or

16:18if you because of the industry is changing so fast I think a lot of people are getting overwhelmed and because of this they are looking for all kinds of things that might be the solution um for their problem problems but those people who are super actually Advanced and super experienced they know that no this is all a distraction let me just focus on as you said setting the right goals tracking the right conversions uh making sure that your Google ad strategy aligns with your overarching business goals where you have to choose between growth and efficiency and not say we want to do both of those things I think if you uh have done that before then you see that yeah that was the thing that drove results for us and everything else is just is just a distraction and we're just going to leave that leave that aside so I think um a lot of people are probably over overwhelmed by how the industry is changing and then they are attracted to all these these fancy shiny objects yeah and it's it's it's fair because it is changing a lot and and what I mentioned in the beginning in my introduction I mean um the course of just like five years the amount of changes that that I've seen from inside of Google but but all of you um and and everyone that's that's listening or watching um has seen as well from different campaign types and and this and and changes and I mean I I see it as a Creator in LinkedIn myself the algorithm changes and out of a sudden what has been working doesn't work anymore and I think just recently without going into too much like politics talk Tik Tok example was just um very similar out of a sudden it's gone what do you do then and I think that's also where um it's super easy to get overwhelmed um and and maybe um all experts and all platforms need to do

17:55better education on you know how to not be so overwhelmed because um at the end of the day things change and as long as you get the basics right and I'm a strong believer in that I'm sure that you will manage with these changes and and they might be tricky and they might be different from how you used to run things in the past and they might not always be perfect and and there might be I don't know autogenerated assets that that you agree with or or you don't and that you like or you don't um but I'm sure if you focus on the basics you'll figure out a way how to deal with it and whether that's ignore B ing or or adapting or something in the middle but you will find a way as long as you kind of stay true to whatever your strategy is and then get too too blindsided by jumping on on every Trend um at least not fully because of course following Trends and and trying and experimenting is also really really important yeah yeah absolutely hey guys real quick if you like this episode don't forget to subscribe so you don't miss anything in the future and feel free to share with a friend colleague or family member cuz that's the only way we can grow the the show all right back to the show so you mentioned uh measurement goals the right strategy is there anything else that you would say is really foundational to getting results with Google Ads that we've missed I think from there on it it goes into the into the campaign types where I I would say nowadays it's uh search which is still R and butter of of Google of Google search um and most most most likely will remain um that way in the at least uh near future um and then pmax um which differs a little bit by business model um for e-commerce

19:35I would say pmax um is a is a no-brainer for lead generation um it's been getting better and better also and it's just doing a lot of things automatically and it saves a lot of work and and resources that that you would otherwise have to have to put so I would then take it from there and um then go into the bidding strategies and and the budgets which I think budget is a is a very very specific discussion but the the bidding strategies should really follow the goals that that that you've set as a business in in the beginning and then of course there are specific strategies of you you don't set a certain rowers until you hit a threshold of of conversions and all of these but kind of have in mind where you want to get these strategies to at the end like what's the the end goal in terms of um conversion goals or or efficiency profitability whatever um so I would say measurement tracking buiding strategies and then budget should be part of that discussion as well because realistically even though I said earlier grow mindset and that the more the better um especially smaller advertisers and businesses of course start off with a certain budget and that's completely the right way and I wouldn't P all money um unlimited budgets into a new channel right away but then from there kind of have that budget discussion and and question your your budget decisions also a little bit on whether they make sense are they still up to date are they still delivering the same results as in the past because that's also what I see a

21:11lot of people being stuck in not just with all technicalities and everything but just being like Oh I spent that amount of money five years ago and it gave me these results and here I am spending the same amount having worse results and complaining and wondering why that's happening while you know the whole world's suffers from inflation and higher prices and more competition and everything um so bids and budgets would would then be the the kind of next um Step yeah and um these are all things uh apart from maybe your goals um all things that um involve Google Ads what you do inside of Google Ads what you can do with within the user interface and and the the things that we can pull to drive results as you said like your campaign structure bids and budgets um yeah I'm sure ads are in there as well Etc do you as a digital growth senior to digital growth strategist at Google um do you also talk to your clients about the things that influence performance outside of Google Ads so let's say for example you know we think uh there's two things to Google Ads and I I believe and Bob also we believe that Google Ads is simplifying because of Automation and AI um I wouldn't say necessarily that it is easier to drive results but the the the system is simplifying and that means that there are fewer levers to pull than back in the day and now you have more you should have more time available to focus on the things outside of Google Ads which in our opinion have really like disproportionate amount of impact on results like uh refining offers uh

22:51creating conversion optimized landing pages helping clients with their unit economics because often times you can have all these things you said you have right measurement the right strategy structure bits and budgets Etc but if for Ecom Brands if they have 20% margin then it instantly becomes really really hard um so do you talk to your clients about th about those things as well 100% 100% And I would recommend everyone um whether it's Freelancers agencies or marketing managers in in companies to also speak to their advertisers to their clients to their managers to their their employees um about these topics as well because I'm not going to lie I'm not a technical expert on on all of these so I think even like conversion rate optimization or landing page optimization or everything is like such a unique and and highly specialized um field of business but knowing it addressing it or at least kind of understanding what the different cross effects are um I definitely try to address that with with advertisers also that's a bit of the downside of the the bigger companies where they often work in such silos of um whoever is in charge of Google Ads is not in charge of the landing page is not in charge of the pricing and then kind of getting the right people all in the same room um that's something that I loved in in working with smaller businesses because usually you have one person and they have like if they want to change something they change it by tomorrow um but having that conversation for sure and I remember in your um in the the the preparation email you sent prior to the

24:28podcast today miles um you mentioned something about what would be recommendations I would I would give to people um learning PPC or or online marketing and everything and I was thinking I would always recommend also understanding that the business side of things um you you don't have to do a a business degree at a fancy University in order to become successful in in Google Ads and PBC and online marketing but speaking the language of the people in the industry or your your clients if you're an agency for example or if of you're manager if you are a a marketing manager in a company is so important because at the end of the day I don't think AI is going to replace anyone but if all you're doing as a PPC manager as a Google Ads manager is optimizing keywords changing bits and kind of writing ad copy then there is a high chance that AI is already doing that and will continue to do that maybe not even better but quicker and much much cheaper than you are and then people and I don't want to you know go to the worst case scenario here but then people are risking their their job um however if you add on top of that and do exactly what what you were just saying let the AI optimize whatever H is happening in Google Ads but I'm telling you hey your conversion rate is just not good compared to others and your checkout has various steps where I as a user I just get frustrated and that's why a conversion rate is just not as good or or or um these are all the conversations

26:06that I I don't see any AI um taking away from from humans at the moment and um that's why two different approaches I would recommend every business to look into that and I would every PPC specialist to also even though not being an absolute expert on that but at least be aware create that awareness and then maybe find a colleague um another agency that is good at what they do in that field of exper expertise um and tackle that as well because at the end of the day Google Ads is kind of a means to an end and the end usually ures where a user is on a website and from there to actually generating sales for a business there's such a such a long process and so many things can go wrong with that so yes I'm talking to my um my clients about that i' love to talk even more um because it is it is so important um definitely yeah yeah that's that's that's great that you're doing that and I think um we're going to see more of that and I think that's where Google ad Specialists also have to evolve towards because of the all the Automation and Ai and how Google Ads is simplifying in that sense um if you're looking at how can you find your Edge back in the day you know we had super uh super when I started in 2018 um was right around when smart bidding was starting to get a bit better but it was not great yet so that was the moment when the agency that that I worked at we were still heavily testing you know manual bidding with uh all kinds of bid rules and and and bid layers Etc versus smart bidding and then after a year or

27:43so smart bidding became uh yeah just the goto thing to use and it just became so good that it's yeah just a no-brainer to use in almost all cases um and then now if you look at the time span back there defining all those rules and everything yeah you can find your Edge truly inside of Google Ads because you had the the single keyword ad groups and all the the campaigns Etc and now that is that that's totally changing now you wanted to add something to that yeah yeah for for sure because I I I love that example and we we talked a lot about not getting too distracted with what's happening left and right but also sometimes having a bit of trust into into what's happening in in the industry because what what we see a lot of uh times inside of Google um is certain features certain products campaign types whatever being released and are they always perfect from day one I don't know that's what is to judge um but what I've experienced a lot and you just mentioned it with smart bidding for example what you said in the beginning wasn't so good um looking at what we've accomplished since then and we I don't mean Google I mean the advertising industry how well it's performing um I think that's that's an important thing to remember that sometimes um we see and I saw the same with with broad match which made such a huge Improvement through I guess AI in 2024 or starting in in end of 2023 yeah if I would have told that to people three years ago four years ago no one would have believed that and I think we

29:22saw a similar thing with with pmax and we had demon genen which was um one of the I think very first campaign types that from the beginning actually was delivering but there's other things 2024 um I saw a lot of success with the the new customer acquisition feature which is kind of going into this whole customer lifetime value um discussion so I think often there's a lot of things where uh it goes back to of course it's always easy to distrust to always try to challenge and and to never adapt to to new things and I would always say be careful what to do and kind of have all the right kind of measures in place and then tracking to to prove that whatever you are experimenting with is working but also completely shutting off from like all new innovation um I think is also not the the right thing and I think you you wrote a very interesting um piece on on LinkedIn about that just the other day of uh fighting Google kind of for the sake of fighting um and I think that's what I also experience a lot of people doing and you know I'm not saying stop doing it but I think there's a lot of energy wasted on kind of the the wrong things rather than taking whatever it is experimenting a little bit and if broad match is not working for you fine but then let's find something else that is working and not just stop working at all because we've identified one thing that you know wasn't the right fit for this ads account this strategy this business yeah absolutely absolutely agreed um and we have we've always I was I was like that ear on in my career as

30:58well I I've been trained by some of the best Google ad Specialists that I knew working at the agency back in the day uh there were some really good people there and they've really taught me how to think and it's always a matter of just test for yourself you know and yeah as you said if it doesn't work okay uh maybe try again in a couple of months as you because um yeah as you said all those campaign types they and and and features they are usually pretty bad in the beginning like performance Max it was so basic when it was launched but then now they're building and building upon it and you know like for a fact because uh it is Google's Flagship product they're doing everything allocating all the resources they can to make it make it better uh same with broad match smart shopping when it was when it was launched also you know you you see the same progression all the all the time which is why I think it is important to keep testing over time even if it doesn't work for you today try again in six months because who knows what will be the next thing that in two years you and I will sit together and say oh yeah back in the days it wasn't working but now it's it's the number one thing that drives success right so um I would also encourage everyone just to um you know always set a little test whether it's budget or resources or or just you know just uh evolve and and and try and and experiment yeah for sure so um let's talk a little bit about your role working at Google do you feel as a as a well I don't know if I could call you a Google rep because your role is definitely different I think when people say Google reps they often think about Teleperformance and they pretty they have a pretty bad reputation because um

32:37from my experience the difference and this is just outside looking in the difference is kind of with Teleperformance they have much stricter sales targets I feel and you don't have to say you don't have to agree or disagree whatever you want uh but it feels like they have much stricter sales targets and they're doing much more outbound calling Google ad Specialists uh Brands businesses Etc but then when you look at the team that is in Dublin are you in Dublin based in Dublin I I am yes yeah um and the teams that I also have looked have worked with in the past on some of my bigger bigger clients they were always super um yeah super smart great ideas as you said the things that you described in this in this conversation um there's it's a total total different level um but do you ever get um yeah do you ever get the feeling like that reputation that the performance Google reps have that you sort of have to fight for hey I am I'm actually different than I work differently from those and I actually have real value to bring is that something that is uh that is that is yeah true for you in in my day-to-day job not anymore um so in the the program or the the orc I'm working in now um with the advertisers that that I'm working with um never uh on LinkedIn where I mean you know I'm also quite quite active and um also posting about different topics not just Google and Google Ads but also of course a lot about that um there I do come across that quite some time and I think it's always important to to understand for for people what the different structures within Google are um and also at the end of the day that

34:15of course um me just as everyone at other companies or in other roles uh is at the end of the day doing doing a job just that we in Google at least um we do understand understand that if we are doing a good job and whatever we advise on or even sell is working out for an Advertiser there's a chance of them being successful with it happy with it and potentially spending more so I think at the end of the day um my job is of course to make Google successful but the way to get there um I at least personally have a very um customer Centric approach of making sure that you know if if you are my Advertiser and we work with together and I recommend you something and it's working um am I encourage you to pour more money into it yes but I would also do that as a friend and as a consultant because if it's working back to grow mindset it's working um if it's not working if we've experience experimented with demand CH and maybe it turns out that that your business is just not I don't know your product is just not visually appealing or it's it's just um what for whatever reason not the good fit for demand gen then I also um have the I don't know want to be the trusted adviser to say okay let's maybe reshift some some budget here and there and I think that's um very important and I think that does for me that certainly came with with experience um so do I come across that in my day-to-day job no on LinkedIn yes and and everyone um I don't know being aware of these things I think it's just

35:53um always important to to you know understand each other's kind of Ambitions um plans goals preferences and then find a way of working together which um for me uh in the last five and a half years has most of the time always worked pretty pretty well and um yeah I'm I'm kind of um happy that that that's the case at least in in our teams here in Dublin yeah that's cool man um so look let's look a little bit into the future and we started this conversation you mentioned that you feel like the yeah the AI is improving autogenerated assets are improving um what trends do you foresee for the bpc industry in specifically Google Ads or can be bpc industry broadly uh in 2025 and Beyond and how do you see the role of AI evolving in the next couple of years and again if there's anything that you can say because of NDA because you're working at Google please don't don't say what you can't but what you can say from your experience just yeah I'm curious to hear that from you I think what we probably mentioned too many times by by now um will continue to be a big priority is is measurement and tracking um first party data and whether that's cookies where no one really knows where where it's going or all types of U measurement and and data policy especially in the EU um a very rightfully a very important topic um so that that will continue to to be important and I think there'll be um more and more features kind of helping that but also a bit of uncertainty about regulations coming up so I think that they'll um with whatever changes Innovations or features um continue to

37:32be a driver um second you mentioned the role of AI I think that AI will continue to be a bigger kind of supporter of our everyday job and whether that is through Automation in in Google Ads or through just being a tool that people can use to do research to do um optimization on on ads even creation of of videos and and everything and then um thirdly and I think that's something that Google together with AI is also um kind of pushing for in in Google Ads is this whole combination of really tying Google Ads metrics more to a business success and that shows already in the new customer acquisition feature that shows into all the customer lifetime value that shows in the profitability bidding which is uh tested at the moment um so all of these kind of efforts to really make sure whatever Google Ads is achieving or whatever Google Ads leads to actually has a solid business impact for um The Advertiser and that of course requires kind of the combination of everything because goes hand inand with the right measurement foundations it then goes hand inand with the um idea of okay what can we do beyond the actual Google ad so what's what's the business case here what is the differentiation between new customers and existing customers so all that like off Google Ads platform conversations that we touched upon a few minutes ago um and Google I think will do a lot of um

39:14progress into that direction because I think rightfully it is still one of the biggest challenges that a lot of advertisers have is to kind of prove okay the money that I'm investing here how much success is it driving at the end of the day and I think that's what um Google is um trying to prove um will continue to prove and um we'll also make sure to put the measures in place and whether that's reportings or new features or bidding strategies or just more explanations um in order to show advertises and then hopefully that will also make it easier to make the right investment decisions for advertisers in channels in advertising channels in in general and then also um Google add specific in like certain campaign types of features so um I probably forgot about two three other things but I think these are the the video YouTube um and I think that's not really a surprise but also looking at um all the different Market predictions of video I mean we see video everywhere on on LinkedIn even nowadays where where no one really saw it coming um no one really knows whether it's working but it's there and I'm sure it will continue to be there um YouTube was in the the Google Ads strategy um and I think also within online marketing will uh certainly um continue to grow and um AI which I think that was your initial question will um in my opinion also help to make that um accessible to more and more advertisers and hopefully um very performance driven and and efficient way yeah yeah I love that man and so in terms of measurement you you mentioned that um looking holistically

40:53at data and uh yeah not just not just Google Ads and and the uh new customer acquisition versus returning customers Etc the only uh concern that I have with um this this this topic when it comes from Google is that when and I think there's a lot of good um Ambitions from Google back in it a couple year last six seven years ago they wanted to launch uh what was it called Google attribution I believe um and now with ga4 Etc and the new uh the the marketing mix modeling Tool uh can you remember remind me of the name uh I I know what you're talking about it's fine it's a Google Google owned mix mix marketing mix modeling tool to really see like the value of different channels Etc um when you have conversations with your your clients about this do you what what do you take as the the the truth in terms of data because the the issue or issue the concern that I have for Brands is if we look only at what Google is saying about uh about data is that it we risk that it is that it becomes biased you understand what I mean that's why there are thirdparty attribution tools who have their own way of attributing which I'm also not saying that it is crystal clear or absolutely like 100% the truth but it is at least based on sort of a non-biased um outcome uh that is not skewing towards for example a or a or or Google or a Tik Tok so yeah what what is

42:31your um how do you look at that I look at it just as differentiated I mean especially attribution um I think it's always kind of a discussion around beliefs you you believe one you believe the other um I'm a big believer of the data so what I try to look at with my advertisers is kind of see okay if we had x amount of sales from the business site in the last let's say months um we compare that to conversions that we measure in in ads we compare that to conversions that we measure in analytics and potentially if they have a third party measurement tool We compare to that and we kind of try to find the middle um from my experience that never adds up to 100% whether that's Google owned or external or third party or whatever um but I always try to go with with that approach the fact that Google products work the most and the most efficient with Google data um I think that's that's not a secret just as um I don't know Gmail works better with uh with Google Sheets than with with Excel um I think that kind of goes hand inand that shouldn't be a recommendation for for an Advertiser to strictly because of that do it one way or the other um but I would always try to again look and see and then compare and also apply a bit of rule of sump like if you know 80% of your traffic is coming from Google don't blindly believe that 80% of your sales is coming from Google as well but there's a high chance that there's a bit

44:09of correlation and it might be there all the way around might be 20% of traffic and 80 coming from meta or from whatever other channel so doing a bit of a sense check because at the end of the day I think there's a lot of uh different approaches to that and um I'm a big advocate of everyone finding own and if my advertisers want to work with um third party attribution tools that work better um I'm going to explain them why they shouldn't and if they do that's fine also because at the end of the day it's about what this business wants to achieve how they're achieving it is it working for them yes okay cool then um let's scale it from there and if not let's look at Alternatives yeah it's a good pragmatic way of looking at it um all right man so what I want to do now is fire a few rapid fire questions your way and you can just answer um either like quickly or give a little bit more context if you want and the first question that I have for you is uh when it comes to Performance Max would you choose feed only or full asset performance Max I would go full asset based on what I said in the beginning um not just because I said it in the beginning but also because I'm a I'm a Believer I would go full asset I would however look a little bit of what other campaigns running in in in parallel what's working what's not so I would look at it differentiated if it is a yes or no question or either or um I would go full asset coverage and I think it will uh prove to be one of the go-to strategies that also is successful in in 20125 and maybe maybe we can get back to that question end of the year and see um see

45:48how it developed until then nice um all right do you uh think Google will lose more search market share in the upcoming months or years which is kind of a topic of the last couple of weeks that's a interesting one um I don't think they'll lose Market here I think it depends a little bit on on how you measure that and um how search versus AI overview versus Gemini um will work out and I just recently saw this this interview of uh Google Co um saying he wants 500 million users using Gemini um I think in this year or by sometime this year if that somehow means Google search as well um so answer to the question I don't know because it depends a little bit on how you um Define search market share I think there's always a need for search there's always a need for finding information and whether that's happening on search.com or on Gemini um I think the devil there lays a little bit in the detail but it'll be interesting for sure because um there's a lot of things happening in the space and I mean there's not just Google there's countless of other um ChatGPT and even further alternatives on on finding information so um interesting but I'm I'm very confident in in Google and that might be might be a biased opinion but it is mine fair enough fair enough it's an opinion um Legion or e-commerce e-commerce simply because I'm working in eCommerce I gotta say though sometimes I'm a bit jealous of the lean um colleagues from from my team because

47:27it it does tend to be true that that LE Jen does the the amazing nice YouTube videos and budgets and and kind of not so efficiency driven where in eCommerce you know you optimize for 01 something whatever optimization whereas in Le gen it's like all right cool let's do a branding campaign let's do a branding campaign um but I I got to say e-commerce and it's also my uh my my specialty and my field of expertise cool um all right last uh last of that is what's the best Google Ads advice you've ever gotten that's a that is a very very good one um that's a very very good one um and I'm don't know I'm I'm I'm stuck with the I'm stuck with the what we can't uh measure we don't treasure um but I don't know I I would say get get the basics right fundamentals and then build from there but this is not the best one I've ever gotten but it's it's the one that that comes to my mind that that I that I actually think about a lot when I when I work with uh especially new accounts um so get the basics right um probably applies to so many so many areas in life um absolutely yeah yeah for sure all right then I have one final closing question is if you had to give uh PPC experts whether it is um experienced ones or people who are just starting out one tip that can improve their careers what would that be um I would for the beginners I would recommend to get the basics right and learn them um for the more experienced

49:06people uh I would go beyond that and and make sure to specialize in in something and um whether that is because there's a need for it or because you're really really good at it or just because you want to associate your brand to that but I think being a generalist forever does leave you a chance of being replaced by someone that just does it better um so if you get the the basics right and then kind of find your niche in in in something and whether that is you'll become the e-commerce person you'll become the the script person whether you'll become the the YouTube person the creative guy um whatever it is um I think that would be my my recommendation so once you get to know the basics make sure you find something that that you enjoy that you are good at and that people have a need for and make sure that that you pour some energy into that while of course not forgetting the basics because the basics are evolving as well but um specialize um if you are already experienced that's really solid man and it's a perfect way to end this so uh Maximilian thank you so much for for coming on um where can people follow you um mostly on on LinkedIn if they try really hard they can find me on on Instagram as well but um LinkedIn Maximilian vom Eyser that's where where you can find me where everyone can find a lot about um my life at Google Google Ads Google YouTube tips insights everything so um I'd be happy to to connect there and also if people want to reach out have question um let me know um that'd be the preferred and the the best way of finding and connecting with

50:44me awesome so yeah I would every I would urge everyone to go ahead and follow you Maximilian vom Eyser AER on LinkedIn um yeah uh and um you're one of the most active uh people who work at Google I think um when it comes to building your personal brand uh which is also something that I actually wanted to touch on in this chat but we're we're out of time so let's keep that for another conversation feel free to free to come back anytime and uh thank you for coming on man thank you very much for having me miles um thanks for that and um happy to be back whenever you want me all right man all right that's the end of this episode of the BBC Mastery blast guys I hope you enjoyed it and if you don't want to miss any future episodes we're going to be back next week then don't forget to subscribe and share with a friend family member or a colleague uh CU that's the only way we can grow this show now there's two more things I want to share with you if you want to take your Google Ads game to the next level the first one is if you want to get advanced Google Ads tips delivered straight into your inbox on Mondays and Fridays head over to PBC mastery.com newsletter to subscribe to our newsletter called the PBC Edge and next to that if you want to really really really take your skills to the next level and become the best Google ad specialist you can possibly be then consider joining the PPC Hub which is our coaching and Community platform for experienced Google Ads Specialists you can find everything about it on PBC mastery.com Hub and with that said I'll catch you in next week's episode Peace