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Performance Max Optimization: Structure, Signals & Intent Done Right | PPC TH 123 — Transcript

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0:00Hello and welcome to this episode of PPC
0:02Town Hall. My name is Fred Vales. I'm
0:05your host. I'm also CEO and co-founder
0:08and optimizer a PPC management tool. So
0:11for today's episode, we have Beia
0:13Kamargo. She is someone you may not have
0:17heard about uh but she has been doing
0:19PPC for quite a long time and she's
0:22actually worked with one of the most
0:23influential people in PPC
0:26uh Mike Rhodess. So she got her start
0:28with Mike Rhodess. Now working with an
0:31expert like that, she has done some
0:34amazing work and she's come up with a
0:36framework for how to make accounts ready
0:39to make the most out of all the new
0:41capabilities that exists in PPC in the
0:44age of AI. So, it's a framework and I
0:48can't wait to talk to Beia about this
0:49framework and hopefully teach you as
0:52well how you can set up your accounts
0:54for success and replicate what Beia has
0:56done. So, with that, let's get rolling
0:59with this episode of PPC Town Hall.
1:06>> Beia, welcome to the show.
1:08>> Hi, thank you. Thank you for having me.
1:13>> Yeah, of course. uh you were an
1:15optimizer customer and uh that's sort of
1:18how we got reintroduced after you worked
1:21with Mike Rhodess at his agency. Uh but
1:24yeah, I'm so happy you did because
1:25you're doing some amazing things and we
1:27wanted to share that with the world. Um
1:30and yeah, I'm very grateful that you're
1:32willing to share what you've learned and
1:33uh and what's working for you. So, so
1:35but before we dive into it, tell us a
1:37little bit more about who you are, how
1:39you got to be a PPC practitioner and
1:42expert for uh 15 plus years now. Uh so,
1:45uh yeah, give us the background on BIA.
1:48>> Yeah, so I'm Brazilian and I moved to
1:52Australia
1:5412 years ago. I had a marketing career
1:56back in Brazil, but when I came to
1:58Australia, I have to start all over
2:01again. So I started from the bottom and
2:05was building my career in digital
2:07marketing. I was doing a little bit of
2:10everything. I have a graphic designer
2:11background as well. And then at some
2:15point I started at uh this agency
2:21and I was hired just to focus on Google
2:25ads on PPC. And I say yes that's fine. I
2:29was doing before. I know what I'm doing.
2:32I will be fine. And then I started
2:36working with Mike Roads at Web Savvy,
2:38his agency.
2:40And in the first two weeks, I realized I
2:44know nothing about Google Ads. Like
2:48everything that I thought I knew, I I
2:51didn't.
2:52So I was so blessed that I could work
2:55with him and learn from him. And the
2:59most thing that got me is not just learn
3:02the practical things of the platform but
3:05he'll teach us the mindset or how to
3:08think Google how to think why we are
3:12choosing this bid strategy why we are
3:15doing these adjustments and then I
3:18started learning from him and from there
3:21just got better.
3:23So I work at web for five years and re
3:28recently I joined ecom nation as head of
3:30Google and it's been wonderful to help
3:34so many clients at this point to get
3:37their accounts ready for 2026.
3:42>> That's amazing. Uh and I I love the
3:44point that you're making about teaching
3:48how to think about the goals and to
3:50think about marketing. So it's not just
3:52about knowing which buttons to push, but
3:55it's knowing about why are we pushing
3:57these buttons. Uh because I think what's
4:00fundamentally changing in 2026 and
4:03beyond is that user interfaces and and
4:06pages where we go to push on buttons to
4:08do things. That's going away. We're
4:10coming into an age where you're just
4:12going to talk to the AI and tell it what
4:14you're trying to have achieved and it
4:16will figure out what the buttons are
4:18that need to be pushed and it'll set it
4:19all up and it'll do it for you. Um, but
4:23that can also be scary, right? So, so
4:25kind of talk to us about that age of AI
4:28and how you think about how work gets
4:31done and what's the most important thing
4:33for PPC managers and in your case the
4:36head of Google to uh to think about.
4:39>> Yeah. So, one of the most things I love
4:41about Google Ads is that's always
4:43changing. So, it's always something for
4:45you to learn. So, I've always been a
4:48early adopter of everything that was
4:50coming. So, oh, we have PMAX now. Yes,
4:52let's test it. Let's start. Oh, it
4:55doesn't work that well. That's fine. We
4:58will learn from that and adapt.
5:01So, when AI started coming up, I was one
5:05of the first ones to say, "Hey, I want
5:07to test it." And even with dementen, I
5:11was one of the first ones in Australia
5:12to actually test it and I have a huge
5:15case study with success in that. So I'm
5:18always open to learn even if it's not
5:21100% yet
5:24I'm ready for it. So but as you said is
5:29bring complications.
5:31So on my day-to-day is not just
5:35easily to explain to a client or explain
5:38to my team that we need to adapt to AI.
5:42I think the most difficult thing is the
5:44mindset shift that you have to had going
5:48to Google ads in 2026
5:51at a lot of PPC experts are saying you
5:54need to let go of control and you need
5:57to move to guidance. So your work is not
6:01going to be
6:03a lot of keywords or a lot of beating
6:05strategies for keywords and everything
6:07but how you can guide the machine
6:09learning to do what you need to do
6:13and that is the most difficult things
6:15because a lot of business are still
6:18using old structures or they are holding
6:22on to things on the past. So I'm gently
6:27trying to get them to a AI era like
6:31let's get your account ready so you can
6:34work and AI can work at the same as your
6:37business.
6:40>> Yeah, that's amazing. So talk us through
6:42what are some of these things because I
6:43think that gets into the framework now,
6:45right? How do you prepare the account to
6:47do really well in an AI world? So uh so
6:50what would be the number one thing you
6:52would start with?
6:54So my framework is like you're building
6:57a house. So first we need to start with
7:01foundation.
7:02So it's your first data and your house
7:07cleaning that needs to be done. So even
7:10in 2026 people are still having 20
7:13conversion actions and they are all
7:16misaligned and they are not giving you
7:19the right signals. So this is the first
7:21things we do at the framework. We review
7:24your structure, your basic structure.
7:28And from there, you're going to assess
7:30and move to the foundation of the house
7:33that we call the wiring. So you can
7:36start building something from a solid
7:40foundation. So you're never going to put
7:42your walls if you don't have a solid
7:45foundation.
7:47So in this part of the framework, we
7:50have a look in conversion actions and
7:54audiences.
7:55If you have all your first data
7:57connected, if you're having the right
7:59signals, the right tools connected to
8:02Google ads. And from there, we are going
8:05to analyze the account structure
8:07according to your business.
8:11And what I'm finding the most is that
8:16sometimes people are over complicating
8:18things. So what I need to do in this
8:22part is actually tell the business and
8:25say hey have a look on your website.
8:28Your Google account structure should
8:30follow your website structure.
8:34So your the way you organize your
8:38website is the way you can organize your
8:40account structure. Of course, not one
8:43sizefits-all depending of the business,
8:46but you can simplify your Google
8:49account. And this is where I receive the
8:52most not rejection but people needs a
8:56little bit more convincing when I say oh
9:00you don't need 12 asset groups in this
9:03PMAX campaign because you don't have
9:05enough budget for them.
9:08And this is the mindset that are trying
9:10like a lot of accounts that I'm dealing
9:13with still with SCAG structures. So, I
9:17have 300 ad groups with thousands of
9:21keywords and to make the client
9:24understand that that's not going to work
9:27anymore
9:29is really hard,
9:32>> right? Because they come from a place
9:33where that has worked so well in the
9:35past. Um, so let's unpack what you said,
9:38right? Because I think there was a lot
9:39in there. Let's go back to the
9:41conversion actions. And so it sounds
9:43like you do that audit of the
9:45conversions a conversion actions.
9:49What do you typically look for like what
9:52is a good conversion action setup and
9:54and and also tell us is it e-commerce
9:57lead genen uh so help people understand
9:59what you are trying to achieve with
10:01conversion actions.
10:03>> Yeah my focus now it's e-commercises
10:07but the structure works for both.
10:11You need to have a clear structure. So
10:15mainly you need to have an conversions
10:19optin in but in a good structure. So if
10:22you're good using Google tech manager or
10:24if you're just using the Google tag this
10:27needs to be working perfectly.
10:29And a lot of things that I said, for
10:31example, um I have clients with three
10:36primary
10:38um conversion actions for purchases and
10:40I say, "Oh, you are at least double
10:43counting your results. So, let's clean
10:46this up." Um I have like page views, but
10:49they are not actually applying to any
10:52campaigns. So these kind of small
10:56changes that you can fix like quick wins
11:00that get your data more clean to give
11:03the machine clear signals.
11:05>> Right? So that's the housekeeping part
11:07and that makes sense. But now in in the
11:09case of a client who's got three primary
11:11conversion actions
11:13in some cases there is some intent
11:15behind it, right? there's different ways
11:17of measuring maybe the Google way, maybe
11:20there's a different way to measure it
11:21based on the uh the business internal
11:24data. Um, and so do do you find that
11:26there's still value in having those
11:29things but maybe set them to secondary
11:31action so it doesn't count towards
11:32optimization but you still have that
11:35data flow so you can compare it to
11:37whatever other baseline you have.
11:40>> Yes, I do. So normally I have for
11:42example the primary is coming from
11:45Shopify or the website directly and we
11:48have the same conversions coming from J4
11:51but as a secondary but we need just to
11:55make sure that they using the same
11:56settings because this way you can
11:58compare the numbers and see if you have
12:00any [clears throat] gaps or any
12:02discrepancy.
12:04So this is important also for your add
12:07to cart to begin checkouts and
12:10everything. You need to make sure that
12:12the data not just having them but you
12:16are applying as observation and you are
12:19actually checking the numbers
12:22>> and and then you said ideally you want
12:24to have perfect conversion data but I
12:27think in this day and age of privacy
12:29it's near impossible to have that per
12:31perfection right. Um so then then you
12:34have a couple of options. So you have G4
12:37um or you have OCI or you have the
12:39Google tag.
12:41What has been your experience like if
12:43you had to choose one of these to be
12:46your primary conversion action and the
12:48one that feeds the AI which one would
12:50you typically prefer or does it depend
12:53and if so what does it depend on?
12:57Look with the latest updates uh
12:59regarding Google Tag Manager, we are
13:02having a lot of issues across a few
13:05accounts. So my optimal is use a Google
13:09tag sitewide
13:11and then you connect your native um if
13:14you're using Shopify or if you're using
13:16your website, you connect your native
13:18one directly to Google Ads and these
13:21should be your first one. And then you
13:25can have the others just to comparison
13:27or to get more data.
13:32>> Yeah, that makes sense. And uh another
13:34question. So when you connect your
13:37primary system to Google, do you like to
13:39give it the full cart value or do you
13:42manipulate that value to be the profit?
13:45How do you think about things like
13:48um not return on ad spend but profit on
13:51ad spend and and profit maximization?
13:55>> Yeah. So when we have this data
13:58available I always try to drive to the
14:01profit side even in the campaign
14:03structures like most profit products
14:06less profit products. So we have like
14:09third parties like profit
14:11profit pick or something but if there's
14:14not available I let the machine follow
14:18up was the website is sending we don't I
14:22don't like to address like fixed values
14:26if I'm not 100% sure and it's incredible
14:30that the business actually cannot
14:32sometimes provide us with that
14:34particular number. So I leave a little
14:37bit open of course with closed
14:39monitoring with closed eyes um to see
14:43how it goes but depends of the business
14:45as well.
14:47>> Okay, makes sense. Great. So uh that's
14:50the conversion actions. Then the second
14:54component you talked about was
14:55audiences.
14:57>> Yeah. Now um a lot of people think about
15:00audiences in terms of PMAX campaigns and
15:04there is some debate and there are some
15:06you know research that says that
15:09overly restricting uh the AI
15:13actually has counterproductive results
15:15because sometimes the assumptions we
15:16make about an audience may not be in
15:18line with what actual people do. So like
15:21what is your strategy that you have
15:23found works well when it comes to the
15:25audience component?
15:27So the first part is actually make sure
15:29that we have enough good data. So what
15:33I'm finding like we have these accounts
15:36with 300 audience lists but they are not
15:39up to date. They are not useful or like
15:42the size is not valuable for that
15:46particular campaign. So one the first
15:48things I do is a big clean up of the
15:51audience is just to make sure we have
15:52the data that is relevant.
15:55And another thing that is easily
15:57mistaken is people have this audience
16:00but they don't apply to the campaigns.
16:02They just leave the audiences there. And
16:05then moving once we have all the first
16:08part like if you have a CRM connected
16:11you have a live audience and you have
16:13everything organized. The second thing
16:16is creating the audience based on your
16:19campaigns.
16:21But
16:23for now what we are doing is adapting
16:26your audiences
16:28by intent.
16:31So in the past we have um website
16:34visitors, we have like everything like
16:37the the same setup for everything like
16:3980 days website visitors, all visitors
16:42from J4. But now with these new signals,
16:46we are able to tailor that more. So I
16:49don't think the audience are limiting
16:52PMAX.
16:54I'm using them as a guide for Pmax.
16:58So what I do I do a mix of infinite in
17:03market um intent more intent related. So
17:09people who browse that website that I
17:12want that people. So if it is a
17:14competitor website or a interest website
17:17that can is the audience needs to answer
17:22a question. So my audiences are built
17:26about what they can answer like what
17:29people will be looking to find that
17:31particular pmax campaign
17:34and then I use that combined with the
17:37search terms to guide the machine to go
17:40after that people. That makes sense.
17:44>> That makes sense. Um, and then it makes
17:46total sense, but I want to go a little
17:47deeper on that. So, you have your
17:50audience based on the intent and what is
17:52the question they want to answer and
17:55then you steer it a little bit with some
17:56search uh themes or search keywords and
18:00then how do you connect the ad that is
18:03shown to the question that was being
18:05answered? How do you make sure that
18:07there is a match between how the AI
18:09shows your ad? Is it actually answering
18:11the question then? And I think my
18:13question then becomes a little bit about
18:14so what is the asset that you deploy in
18:18these scenarios?
18:20>> Yeah, depends.
18:22The most things I'm seeing now is that
18:25Google needs a a solid foundation as I
18:28mentioned before and a lot of a lot of
18:31campaigns are based on oh new
18:33collections, new products and then we
18:36have problems with stock. We have
18:39problems with seasonality. So what I'm
18:42moving my clients towards is that you
18:45need your PMX campaigns to be your
18:48foundation. So focus on your core
18:51products, your core categories, but not
18:54actually in product specifics
18:57except if you have like a huge budget
19:00for that and then you can be more
19:02granular. But if you don't have that
19:05budget for PMX to actually work, you
19:08need to be more cate um categories
19:12focused. So that's why I said follow
19:14your website structure. So if you have a
19:16e-commerce that is selling uh beauty
19:19brands and you have your categories like
19:22shampoo, conditioner, create your asset
19:25groups with dedicated creatives and add
19:28copy for that category.
19:31And then my audience will be people
19:34looking for shampoos, people looking for
19:37solutions for dry hair. And then we try
19:41to match as much as we can that
19:43particular asset to the audience. So we
19:47can be more assertive once the people
19:49see the ad and click on the ad. So
19:52that's why it's very try to change for a
19:57search intent driven error and not
20:01keyword error.
20:03>> Right? And because these are feed driven
20:06campaigns, usually Pmax with feed,
20:10Google will decide which products to
20:11show if it's kind of a shopping intent
20:13query. But do you also allow these
20:16campaigns to so you add assets to them
20:19like videos and uh and headlines and
20:22descriptions so that the ads can also
20:24show in different scenarios on different
20:26platforms or different surfaces?
20:30>> Yes. So, I always push all assets to
20:34excellent. People say that I'm a little
20:36bit crazy about that. Like they call me
20:38Mari Condo of Google Ads because I'm
20:41like cleaning freak to organize
20:43everything. But actually, I can see
20:46proven results every time we push asset
20:49group to excellent, our ad to excellent
20:52because it's actually
20:55the easiest way to do what Google is
20:57asking from us without damaging our
21:01campaigns like because we know some
21:03recommendations is not good to apply.
21:06Let's say that. But this one I get very
21:12about have all the assets, all the
21:15videos, all the creatives and
21:17continually
21:19looking at these numbers and
21:21understanding what is happening like
21:23what is this creative is doing for the
21:25campaign. Um and regarding the setup,
21:30if my client have budgets for a search
21:33brand campaign, my PMAX campaigns will
21:37exclude brand terms because I don't want
21:40to things because normally brand terms
21:44cannibalize Pmax the other terms. But if
21:48don't, we can have just one pmax with
21:52brand and non-brand. But
21:55what I telling the team at weekly is
21:59that it's not one thing set and done.
22:02You need to check PMAX search terms in
22:05at least a weekly basis
22:08because this is our work now. It's not
22:10even like putting the keywords and make
22:13them do the work. is giving the machine
22:15liberty to do whatever the machine
22:18thinks is the best, but then going in
22:20the back end and working on placement
22:23exclusions, working on nagging search
22:26terms, nagging keywords, nagging
22:29whatever we need to do to make sure the
22:31machine is going to the right places. So
22:34even if you are adding brand terms on
22:37your PMAX, you need to check what they
22:40are doing in there. if they are getting
22:43all the attention, if they're not
22:44getting all the attention, if you need
22:46to move to a separate campaign. And this
22:49is our work now.
22:52>> Yeah, that makes sense. Um, and so that
22:54kind of then goes into the structure,
22:56right? Brand versus non-brand, steering
22:58the traffic to the asset groups or the
23:01campaigns that you wanted by doing the
23:04negative keyword management.
23:07But you also then talked about
23:09simplifying the structure. Um, you kind
23:12of mentioned, okay, scags, we shouldn't
23:13be doing scaggs, and I agree with that.
23:16Um, but sort of what is that sweet spot
23:20where you have enough structure to steer
23:23the ship in the right direction without
23:25over complicating it because I think
23:27there is a fine balance there, right?
23:28So, where do you find that balance?
23:31>> Yeah. So, the first thing is every
23:33single business I have work with, I try
23:37to be build the full funnel. So I use
23:41dimension and YouTube campaigns for top
23:44of the funnel. Middle of the funnel will
23:47be our search non-brand campaign. Bottom
23:51of the funnel will be Pmax shopping and
23:55brand campaign. So that's I build this
23:59structure. Sometimes the clients doesn't
24:01have the budget for the top of the
24:02funnel yet or doesn't want middle of the
24:06funnel. But this is the structure I try
24:09to follow because if the client want to
24:12scale the structure is there
24:15and from there what I'm trying to this
24:19is the most difficult mind shift I need
24:22to say is just that if you have your ad
24:25groups um going to the same landing page
24:29have the same teams they need to be in
24:32the same place in the same campaign like
24:35the same ad group you don't 300 ad
24:38groups anymore. And this is being very
24:41difficult to people to understand. Say,
24:44"Oh, but I Google gives an example like
24:48before you have your ad group, legging,
24:51black leggings, blue leggings, green
24:54leggings. You don't need to have that
24:56anymore. You can have one ad group for
24:58leggings and you tailor your keywords to
25:01include everything else. So this is the
25:05structure that we try to move away and
25:08one thing of my framework is that we
25:11don't reinvent the wheel. We don't
25:14create new campaigns as possible. So we
25:17use all the existing data, all the
25:19existing campaigns and we just update
25:22them to match this new structure that is
25:25easier to AI to understand.
25:29>> Makes sense. Okay. So yeah, great
25:31structure there. Is there uh anything
25:33deeper? So we we've covered uh the
25:36structure, we've covered the the
25:38conversion actions, we've covered the
25:40audiences.
25:42What other components uh do you think
25:44people should not be missing out on?
25:49>> So the first part is the the measure of
25:52fundamentals is the foundation of the
25:54house. We have the wire and then when we
25:57finish we go to the next level that is
26:01keyword expansion if needed
26:04to match these new terms coming in and
26:07then creative quality. So we review all
26:11the creatives we push everything to
26:13excellent but besides that we actually
26:17look at the creatives performance what
26:20is working what is not working what is
26:22relevant. So I see a lot of accounts
26:26going to, oh, we need to refresh all ad
26:29copy. Oh, we need to refresh all the
26:31PMAX asset group. But a few people are
26:35actually just replacing the low
26:37performance ones or getting the best
26:41performing ones and applying to other
26:43places that is relevant. And this is
26:45something different that I'm trying to
26:47get attention to the people. You say
26:49you're not going to have a hund like 15
26:52headlines. Excellent. But you can learn
26:55from them. You can learn from what is
26:57working and what is not working.
27:00And this from there I go to plumbing
27:04because plumbing needs to be working
27:07from foundation until you finish your
27:09house. And my plumbing is GMC. So Google
27:13Merchant Center if you are e-commerce
27:17feed health and everything that you need
27:19to keep running while you're working on
27:22your foundation
27:24while you're building your house you
27:26always need to keep working on your
27:28feed. So that is the like the last last
27:31step but actually happens at the same
27:33time we are working through those.
27:37>> Great. And so when it comes to the the
27:38feed, do you use AI to rewrite
27:42descriptions? Uh do you use AI to
27:45generate image assets?
27:47Talk a bit about how AI fits into um all
27:50of this plumbing.
27:52>> Yeah, so the first thing I was so
27:54blessed that I learned a lot about uh
27:59Google Merchant Center with one of the
28:01best people that is Casey Jill. She's
28:03also ones of the top PPC in the world
28:07and I work for with her for two years.
28:10So like this is mind shifting about
28:14organizing your feed have the right
28:16information have the right properties
28:19and what can you do. So the first thing
28:22is feed health. We organize everything
28:25that is not working. So if you have
28:27issues on your feed or if you have
28:29information that is not getting right,
28:31we will work to fix all of that. From
28:34there according to the business we will
28:38do optimizations. So we use AI to
28:42identify these optimizations. So for
28:45example um
28:48the brand name is appearing first but
28:52for that particular business we need to
28:54display the product the product itself
28:57first then the brand. So these kind of
29:00things we use AI and we use third party
29:03platforms like data feed watch or um
29:06rich intelligent to make these AI
29:09optimizations for us
29:12and then we go to
29:16again the importance of actually having
29:18look at the results what are the
29:20products being pushed where is the
29:22health of the feed and this is what
29:26optimizer help us as
29:28>> [laughter]
29:29[gasps]
29:29>> So I'm not not going to shut out but
29:32yes. So it was the first thing when I
29:34moved to accommodation I say okay we
29:36need optimizer. So I always run like the
29:39feed quality score uh the feed audit and
29:43then from there I go with the clients
29:45and we can work on all the issues
29:48because for e-commerce this is like
29:50non-negotiable.
29:52>> Yeah. [snorts] Well thanks for the kind
29:54shout out to optimizer. We're happy to
29:56have you as a customer as well. Um,
29:59cool. Okay. So, no, this is a great
30:01framework, right? I mean, I think when
30:02you look at a lot of PPC campaigns,
30:05there's a factor of laziness. There's a
30:07factor of just not knowing what needs to
30:09be done. And so, you'll see a lot of
30:10campaigns that don't do these things and
30:13and haven't really thought through it.
30:15Um, but let's let's shift focus a little
30:17bit. I'd love to hear from you like
30:20where have you really pushed the
30:21envelope or where have you used AI to do
30:23something dramatically new or where are
30:27you just uh waiting to try something new
30:30that that you've always wanted to but
30:33maybe you haven't gotten to it like
30:34where are we pushing the envelope
30:37>> so um I had this framework and I said
30:41it's great for medium business or small
30:44business because I can apply very
30:46quickly we 20 quick wins from the day we
30:50start. So since I start at ecom nation
30:54we try we already did five or six
30:56account restructures and from the day we
30:58did we saw the uplift. I never had a
31:01case that the account got worse after
31:04applying those. But then I had a issue
31:07how can I scale that for biggest
31:10business because I need to have
31:12visibility
31:14and I had one particular account that
31:16I'm working on that is like huge account
31:19and I need to understand the intent
31:22behind every campaign to actually build
31:26my audience build my keywords and how
31:30can I consolidate this account following
31:33intent
31:35Then I was in an event and I spoke with
31:40Mike. I said, "Mike, I need help. Can
31:42you help me? I need to scale this. I
31:45need to understand the intent behind
31:47this." So we start working on his two
31:528020 brain. So there's like we connect
31:56um Google ads GPT and then I put all my
32:00framework in there and from that all of
32:03these that I mentioned for you is
32:05automated. So I just run one prompt and
32:09I have all this framework implemented
32:12for your account. From there I told like
32:16but I need
32:17>> so that that's really cool. So explain
32:20that a little bit more. So a lot of
32:22people may also not know what the 8020
32:23framework from Mike is. So give us a bit
32:26more detail there.
32:28>> Yeah. So imagine chat tippet.
32:31You go chat and Mike built a connector
32:34that you can connect this chatp and to
32:37your Google ads account. So has
32:40visibility of everything happening in
32:42the account. and he already built some
32:45prompts in there that tell like can you
32:48give me the performance for the last 30
32:51days and then we give like key insights
32:54because he is already train this chat to
32:57answer these questions
33:00then I went there and say okay we are
33:03now doing be away and I put all this
33:07information and everything that I do it
33:10was more than 300 100 questions and
33:15answers. So I get the results in the way
33:18I want.
33:20So I have now a Google chat to PT that
33:24do what I want to do basically.
33:28>> Okay. So you have like basically
33:30>> yeah very simple terms.
33:33>> Okay. So you have like a mega prompt and
33:35the mega prompt asks the AI to give 300
33:39or answer 300 questions
33:42while being connected to the Google Ads
33:44account. So it's it's basically do the
33:47BIA audit
33:49like that.
33:51>> Yes. So I actually just need to type
33:55fetch framework for this account and I
33:58put just the Google ID and then it will
34:01give me all the analysis of conversion
34:04actions all the analysis for the
34:05audience um account structure account
34:09performance performance the last 12
34:11months what is right where is wrong what
34:15accounts I need to kill what's an outs I
34:17need to keep consolidate and from there
34:20like GMC See and then I go we are trying
34:25to put like optimizer inside as well. So
34:29I say like go to optimizer website and
34:32run that read the information in there
34:35for me on that page and from there I
34:38have this document that is just the
34:41starter document of course because we
34:43need a human to guide everything but
34:48it's it's done with one prompt.
34:51>> Okay, great. And by the way we have an
34:53MCP. I don't know if uh it's kind of a
34:55secret, but if you want the optimizer
34:58MCP, we can give it to you. And anyone
35:00listening, we can get it to you as well.
35:03>> Count me in.
35:05>> Okay, cool. We'll get it your way. Yeah,
35:08that's really amazing. Okay, so that's
35:10kind of pushing the envelope of what's
35:12possible with AI.
35:14>> It gets better.
35:16Okay, let's
35:17>> Yeah, it gets better because
35:20>> the thing I asked Mike, I told him like
35:23I need something so I can map the intent
35:27behind the campaigns and he built it for
35:30me. So I have intent mapper. So imagine
35:35if you can export your Google ads
35:37account into a map tree view and once
35:41you click on your campaign for example
35:44if it's a search campaign we will open
35:46the ad group. You click in the ad group
35:49we will open the keywords we will open
35:52the search terms we will open all the
35:54information related to that particular
35:56campaign. So I can see how it works and
36:02we are in the final stages to build the
36:04AI will identify the intent for that
36:08particular campaign. So this is what
36:10it's coming. So we are pushing to have a
36:13tool that you can identify your intent
36:16by campaign so you can plan and adapt
36:20your account accordingly.
36:24>> Very cool. Okay. Okay. And if people
36:26want to stay in touch with you, remind
36:27them right now uh where are you most
36:30active?
36:32>> Yeah, so you can follow me on LinkedIn
36:34via Kamargo. That's where I'm most past
36:38my days now. So I'm always sharing good
36:41news and everything that is happening in
36:44the Google Ads world and yeah, it's the
36:47best place to find me.
36:50>> Great. Well, thank you for sharing uh
36:52what you're working on. It sounds very
36:53exciting. And then you did mention you
36:55share all the the happy news from Google
36:58ads, the happy and the unhappy. Uh but
37:00what are some recent things that you
37:02think people should pay more attention
37:04to when it comes to the new Google
37:05capabilities?
37:08>> Um I think we need to think outside the
37:12box. Uh so one of my latest articles
37:16it's how book talk is actually driving
37:20intent for Google shopping and this is
37:23just happened from November last year
37:27from black Friday in December and I
37:31explained the demand is there is just
37:34not where you are looking at. So this
37:38difference between
37:40keywords and intent.
37:43I think the most shift is that how can I
37:46understand the intent behind the
37:49campaigns and how can I think about
37:51intent where my people are what they
37:55will search for me to show up and that
37:59is the biggest difference.
38:01So this is I think is the most important
38:04thing right now is how to understand
38:07intent
38:09and how can you adapt for that.
38:13Okay. Yeah. The intent and then that
38:14goes back to the audience who has the
38:16intent and the thing that you're
38:17building. Um and talk a bit more about
38:21like so book talk is driving shopping
38:23behavior like explain that a bit more.
38:26>> Yeah. So what happened is book talk has
38:29a section that is called Tik Tok has a
38:33book talk community and this book talk
38:37community is huge and what was noticed
38:41in the past months is that it's get out
38:44of book talk and actually
38:48turn into a shopping behavior. So even
38:52brands that have nonbook related
38:54products were adapting their products to
38:57be bookreated.
39:00We call like bookish. So we have
39:03companies at Popsocket is in their third
39:06collection about book inspired phone
39:09cases. We have um Black Milk doing
39:13bookspire clothing collections because
39:16they are not waiting for the keyword to
39:19pick up. they are looking for the intent
39:22where the intent is and they have very
39:24successful numbers around those.
39:28So this is just one thing to look people
39:31sometimes saying oh I need Google Google
39:35but your people is on Microsoft ads so
39:39you need to look beyond.
39:42So that sounds like a very innovative
39:44thing to do, right? And how do you
39:45personally stay up with kind of these
39:48new consumer trends and and what seems
39:50to be working in marketing? And how do
39:52you how do you stay on top of it?
39:55>> One of the biggest tools I use now is
39:58actually Google Trends. So, Google has a
40:01website with Google Trends and you can
40:04search for whatever the terms you are
40:06looking for or even your brand name or
40:10whatever you're looking and then even
40:12give you how it's performing according
40:15if you want Australia worldwide you can
40:18see the behavior happening and also give
40:22you search terms that are rising like
40:25curies that are rising and that is the
40:28ones I want in my PMAX next campaigns.
40:31So they are related curious for the
40:34intent
40:36for the campaigns I want to build. So
40:39these what people are looking in Google
40:43to find that particular product or that
40:45particular brand and this is what I want
40:48in my account and most important not
40:51just on my account but I need on my
40:54account I need on my website I need on
40:56my CEO. There is not one Google does
41:01that, CEO does this and website. No, we
41:04all need to have the same communication,
41:07the same language so AI can understand
41:10all of this and have just one concise
41:13information about my business.
41:17>> Yes, that makes a lot of sense. You need
41:20to communicate across your agency. uh
41:22not always the easiest thing you know
41:23when you have different teams in charge
41:25of different things but uh but then also
41:27I think AI comes into this right so if
41:30you need to address your finding in 10
41:33different places from landing page to
41:34keywords to social campaigns it is nice
41:38because AI can actually fill a lot of
41:40those gaps and and do a lot of that work
41:42for you and maybe go to the the teams
41:44and say okay here's something that's
41:46already 70% done and they can take it
41:48across the finish line but but h how do
41:51you think about um in an agency world or
41:54in a a team-based world, how do you
41:57align people behind the marketing
42:00objectives
42:02more than maybe those silos that have
42:03come to exist between PPC and SEO and
42:06social?
42:08>> Yeah. So, I know it's something very new
42:12and it depends of the culture. So in my
42:15agency we are lucky enough to have uh
42:19uppace agency relationship. So for
42:21example with our clients we have
42:24directly is Slack channels with their
42:27teams. With that we can also invite
42:31their other teams. So we have for
42:33example one client be a client and we
42:36have their CEO CEO team they have our
42:39CRM team they have Google team meta team
42:43and then we can align where is important
42:46so it's one message across all channels
42:49and all the business not easy to do it's
42:53something we are starting to get used to
42:56especially on how we work with those
43:00teams And most important
43:04what can we benefit from working with
43:06them. So one thing that is this new
43:09culture of what is working on co oh I
43:12can adapt that for Google what is
43:15working on meta especially when for
43:17example my client doesn't have a budget
43:20to do top of the funnel but they are
43:22doing meta great let's use meta as our
43:26Google ads creative lab. So whatever is
43:29working on meta okay is working really
43:32well and we have the foundation okay
43:35let's bring that to Google so it's
43:40on a AI era we cannot look just one
43:44place anymore and for all of the other
43:47things that you used to waste our time
43:49on like manual tasks um revisings
43:54pmac search terms and kind of thing we
43:56have AI we have automations for that we
43:59don't need to waste our time on that.
44:01And with that, we have more room to plan
44:05and strategize
44:07and from there create these new
44:09collaborations with other teams.
44:13>> That's great. And uh so speaking of AI,
44:16which ones do you like best? Which ones
44:18do you use the most?
44:21Okay. Of course, because of Mike,
44:23[laughter] I use Cloud Pro uh for all
44:27the coding and all every the back end we
44:31do. But I use personally chat for
44:34everything that is my mom life related.
44:38So like from my grocery shopping to my
44:41kids appointments and everything. It's
44:44like Shhatyp is my best friend, my my
44:47personal assistant. Uh but we also have
44:50different tools like optimizer for
44:52Google ads. We have coworker for
44:55everything internal. So it's like not
44:58one tool for everything. We have like
45:01I'm 100% AI person. So I have tons of
45:05them.
45:07>> You try them all. Very nice. Okay. Well,
45:09this has been amazing. Thank you so much
45:11for sharing a great framework that I
45:14think a lot of people can just action
45:16today and uh um if if people wanted to
45:21get some of these resources or the way
45:22that you think about things where can
45:23they go and find them right now?
45:26>> Yeah. So I'm working on on these
45:28materials but actually I will be
45:30presenting the full framework and also
45:33case studies related on the Edward
45:37experience in Italy. So I will be
45:40speaking on the two days and I want
45:43everyone to watch that. So it will be
45:45the first place that I will show the
45:47full framework in real time and show
45:51every single p piece of bits. Um but
45:55yeah
45:57>> very cool and I believe Adorld
45:58experience is that the one that's in
46:00October?
46:01>> Yes it is.
46:03>> Okay. Uh so for the people who are eager
46:05to get
46:07>> Yeah. I will slowly release some things
46:09like actual checklist that you can do
46:12right away especially in my coaching
46:14sessions. Um you can find me also in
46:18learn commerce. Uh I do one coaching for
46:22business owners and also train Google
46:24ads there. Um we will releasing a little
46:28bit of helpful information as we go but
46:31the full framework will be just for the
46:33event.
46:34>> Okay. But you can get bits and pieces by
46:36connecting with Beia on social media, on
46:40LinkedIn and the learning platforms. I
46:42will put those in the show notes so that
46:44people can uh connect with you. So yeah,
46:46this has been uh amazing. Thank you so
46:47much, Beia. And thank you everyone for
46:50watching. I hope you've enjoyed this
46:51episode. And if you want to know when
46:53the next one comes out, please
46:54subscribe, please like this one, put
46:57comments about what you want to know
46:59more about and uh we'll all be
47:00monitoring that. So thank you Beia.
47:03Thank you everyone and we'll see you for
47:04the next one.
47:05>> Thank you for having me.

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