PMax Update: Google Will Now Choose Your Landing Page AND Write Your Content

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And I know y'all know if you've watched my channel enough, you know,

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how skeptical I am of Google's bullshit, but I'm really excited about this one.

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I have to be honest, there's no rollout template.

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I remember I posted something to Twitter.

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I forgot what it was.

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I posted something to Twitter about a new feature and somebody tagged Google ads.

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And they're like, why do we have to learn this from him?

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Why aren't we learning this from you?

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And at first I was offended and I was like, Hey, Mr.

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This is what I do.

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But then I was like, you know what?

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That's a really valid point.

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They're putting people in a position to fail.

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The future is here.

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Email from Google, improving how your assets are optimized in performance.

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Max, irrelevant garble starting on October 1st, 2020.

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We will also begin customizing descriptions and other

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assets within your ad.

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When they're predicted to improve your campaign performance, this

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will only impact your campaigns when final Euro expansion is on

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translation final Euro expansion.

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If you don't know, means that Google gets to choose the page, that the traffic is

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driven to, which by the way, blows my mind and is an amazing, and, it is actually

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very, very, very strongly recommended because we're operating off of a 500

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touchpoint paradigm, meaning Google.

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Can't deliver the end result to every customer every time.

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Instead, we wanna be able to nurture them with, education, blogs, videos, content

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case studies, testimonials, whatever.

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So Google being able to deliver people to an end result that it thinks is more

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applicable to their buyer's journey.

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Brilliant.

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And now Google's saying not only are we gonna do that, but we're gonna

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change your ad copy to match the page we've chosen in order to maintain

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continuity with that browsing experie.

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and I know y'all know if you've watched my channel enough, you know, how

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skeptical I am of Google's bullshit, but I'm really excited about this one.

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I have to be honest.

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There's a bunch of things that bug me about it.

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There's so many things that bug me about it.

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The first one is the two weeks notice.

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It's just, they're just so heavy handed.

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So often.

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There's no rollout template.

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I remember I posted something to Twitter.

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I forgot what it was.

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I posted something to Twitter about a new feature and somebody tagged Google ads.

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And they're like, why do we have to learn this from him?

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Why aren't we learning this from you?

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And at first I was offended and I was like, Hey, Mr.

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This is what I do.

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But then I was like, you know what?

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That's a really valid point.

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There should be some level of.

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Roadmap that Google makes available to people.

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And I mean, we've, signed some weird NDA in order to see their,

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future development, but even that's nebulous and there's no date or

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time or, level of commitment to it.

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So that's really frustrating.

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So that's the thing that bugs me.

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That's the first thing that bugs me.

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The second thing that bugs me about it is as with all things, Google.

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They're putting people in a position to fail.

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What this means is you need to go and SEO the daylights outta your site.

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You need to go make sure that you have rock solid site titles SEO,

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friendly URLs, title tags potentially H one tags, meta descriptions.

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Robust on page content, build out that content, make it thumb friendly,

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bullet points and, skimmable and alt tags for your images.

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Google just said, we're using your on page content in order to write your ad copy.

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That means you need good on page content.

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Why wouldn't there be some level of coaching, you know what I mean?

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Some level of, Hey, just FYI.

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This is a massive snakes nest that we're throwing you into.

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Here are some best practices, as far as creating a webpage from

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which we will be pulling ad copy.

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So that, to me, that's a fair ask.

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Hey, Google.

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How about you provide us with, I don't know what an infographic,

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a checklist to best practices.

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One sheet that says, generally speaking, we're pulling our ad copy from the title.

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First, the H one tag second, we're using alt tags as predictive medications.

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we're identifying blocks of texts as they relate to value proposition.

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I don't know.

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that's the thing is, I don't know.

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I don't know how you're gonna use the copy.

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In what context?

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I have some really strong hunches because of it's the exact

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same thing they did with DSA.

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And so, yeah.

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We figured out with DSA and we reverse engineered it and now we know

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what to do, but that's just because we, spend so much money instead

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of Google that we have so many.

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Use cases.

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Here's the truth.

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Really think about this.

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We have so many failures.

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The only reason I know anything inside of the Google ads, E.

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The only reason I know anything instead of the Google anti ecosystem is because I

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fail more than you do a bunch of people, 200, some odd clients give me their money.

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And then I fail on their behalf.

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And then I aggregate those failings and I'm able to distill a little

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bit of knowledge out of it.

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And then I build my little bridge.

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Here's where I am and here's where I wanna go.

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And I'm building it 1% at a time.

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And every 1% point counts as a new, massive epic failure.

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This is not a glitch.

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I'm interrupting because I need to remind you that I'm always looking

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for people to join our team.

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So if you're passionate about Google ads and you wanna work with the best

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Google ads agency on the planet, please go to so late.com/apply.

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Speaking of working with the best Google ads agency on the planet, if you're having

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trouble with Google ads and you want professional help, that's what we do.

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You can go to so late.com that's S O L eight.com to apply for your

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free no obligation action plan.

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And if I've.

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Any level of value at all.

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Maybe think about giving me a thumbs up and society to our channel.

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That's how we choose the YouTube algorithm.

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So they actually know that I know what I'm talking about.

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If you have questions, comments, concerns, or confessions hit me

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below in the comments and now back to your regularly scheduled program.

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And it's, frustrating for me, but it's even more frustrating to think about

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all the small businesses out there that are gonna be thrown into something like

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this, where Google says, oh, Hey, by the way, we're rolling out this feature.

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A massive shift in, paradigm approach, we've recommended that you have

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final Euro expansion on, and when you do that, incidentally, it's

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gonna change everything about the most important facet of your ads.

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The copy is the most important facet of your ad.

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The copy is the ad used to be called Google ad words.

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give us Something, man.

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I wouldn't trust a step by step tutorial from Google, but how about an explanation

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of how it is that you're pulling the copy?

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How about a, mild rank ordered hierarchical structure as to what

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copy we need to pay the most attention

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? oh God, it's so frustrating.

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I'm sorry.

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I'm jumping on another soap box, but I'm pretty sure that's why

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half of y'all come here by the way.

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I'm just like the I forget that guy's name.

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He was the guy that got really mad.

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is it Alex Jones, the weird political pundit who would just yell and people

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would just tune and just watch him yell.

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Cause you turn beat red and it looked like he was gonna get, have a heart attack.

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I'm like the Alex Jones of Google ads.

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I think you absolutely should enable final URL expansion unless you

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have very strong reasons not to.

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And that will continue to be our recommendation because it

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really does make a lot of sense.

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And this also means that you need to build out a content rich website

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and you need to build a content rich website that has diverse Navigation.

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So stop bundling pages.

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if you have 10 services, for instance, don't have a service

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page with 10 little bullet points.

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You need 10 separate pages.

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Each of your product categories probably needs a page that has

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more than just the products on it.

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I mean, explain your materials.

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You're sourcing your process, your manufacturing, your w your commitment to

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insert virtue, signaling, whatever here.

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You need as.

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Relevant content, as you can think of, because what this is saying on multiple

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levels is, Hey, we're gonna use the content on your website in order to

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nurture people from the top of the funnel down to the bottom of the funnel.

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And we're also gonna use the content on your website in order to write your ads.

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And here's the other thing, and I think is tremendously important.

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Not all ads are launched to be clicked on, right.

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Especially because performance max is so heavy display based.

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You have to think about your ads as a branding opportu.

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And so if Google is pulling content from your website, make sure that

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it's brandable content, make sure it's content that you'd actually

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want associated with your brand in URL and your value proposition.

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Make sure it's up to date and Make sure it's robust.

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That might be the most important thing.

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It's not gonna be able to pull something that's not there.

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So, you know, if there's something that you really wanna say, or there's a value

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proposition, that's really important.

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I would not only make sure that it's, above the fold.

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I'd make sure it's repetitive be repetitious in the things that

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you want Google to definitely pull and I'd have those in the title,

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multiple places in the description.

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and realize too, that, Google's not necessarily gonna pull just from, you can

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see this in Google's copy recommendations.

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When you build up performance, max asset groups, it doesn't

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just pull from your on page.

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Copy.

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It pulls from metadata.

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It pulls from site title.

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It pulls from H one tags.

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So.

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Google's gone on and on and talked about, they basically destroyed metadata

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philosophically saying, ah, we don't pay attention to metadata at all.

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And I'm like, yeah, you do.

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Yes, you do.

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I've seen it.

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And then I think there's also other indications that Google

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would use to define what copies most relevant and valuable.

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Like I've never seen Google use alt tags in ad copy creation, obviously,

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but I can see how Google would use an alt tag in order to kind of triangulate

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what's most important on the page.

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and it's like, okay, I've got a couple of images with an alt tag

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about this particular product.

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This page is obviously about that product.

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So realize that the page copy that you have it's going to give Google

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strong intent based signals as far as what you were trying to do when

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it comes to that page, in that copy.

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and none of this by the way is new.

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It might be new to you.

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If you're a Google ads person, this is all old school SEO.

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This is old school onsite.

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Optimiz.

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So just go buy somebody's really old SEO course, cuz SEO's never changed.

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And I know every SEO on the planet just got really mad at me for that.

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It's never in a million years, it's always just been produced

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the best possible content and then get the best possible links.

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And everything that you think has changed about it is just all your little black

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hat tricks being changed or moved away.

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I think that's all I have to say on this topic, I'd be

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interested in y'all's opinion.

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Are you going to enable final Euro expansion now that you know,

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Google is rewriting your ads?

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Are you excited about it?

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Are you skeptical?

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Anything you think we should be aware of?

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Any guardrails that you think other people should put up?

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Anything that you think I'm not considering?

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I wanna know at all.

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Appreciate you watching.