Yananai and Fran discuss the latest Google Ads for January 2025, including changes to PMAX campaigns, customer targeting strategies, and the transition to demand generation for video campaigns.

Takeaways:

• Google made significant updates in January 2025.
• PMAX campaigns now allow for easier exclusion of negative keywords.
• Targeting high-value customers can enhance profitability.
• Demand generation is becoming a key focus for Google Ads.
• January is often a slow month for many advertisers.
• Planning for seasonal events is crucial for success.
• Effective communication with clients is essential during slow periods.
• Utilizing data from previous campaigns can inform future strategies.
• Creativity in marketing can help fit products into seasonal themes.
• Consolidated campaign structures can simplify ad management.

Yananai and Franthoni discuss the evolution of Google Ads over the past two decades. They explore key milestones in the development of Google Ads, including the introduction of Performance Max and the increasing role of AI in advertising.Takeaways

• Google Ads has evolved significantly since its inception in 2000.
• Performance Max represents a major shift towards automation in advertising.
• Understanding the fundamentals of business is crucial for effective advertising.
• AI tools are enhancing the capabilities of Google Ads but require human insight.
• The landscape of digital marketing is becoming increasingly complex.
• Brand owners need to adapt to the new tools and strategies available.
• Collaboration between marketing teams and strategists is essential for success.
• The future of Google Ads will likely involve more automation and AI integration.
• Expertise in Google Ads is becoming more valuable as the platform evolves.
• Continuous learning and adaptation are key to thriving in digital marketing.

In this episode of Clicks and Commerce, hosts Yananai and Fran discuss the postponed TikTok ban and its implications for creators and businesses.

They explore the importance of data ownership, the risks of platform dependency, and the need for diversification in marketing strategies.

The conversation highlights historical precedents of platform transitions, user behavior across different social media, and the necessity of being platform agnostic to ensure business resilience.

The episode concludes with actionable insights for marketers and business owners to prepare for potential disruptions in the digital landscape.

Takeaways

• TikTok has become a fundamental part of daily life.
• The TikTok ban could impact millions of creators.
• Data ownership is crucial for business owners.
• Platforms can disappear overnight, as seen with Vine.
• Transitioning to other platforms is possible and has historical precedent.
• User behavior varies significantly across platforms.
• Diversification in marketing strategy is essential for resilience.
• Emotions should not dictate platform choices in business.
• Google Ads can provide high-quality users for businesses.
• Having multiple channels can safeguard against sudden platform changes.