{"id":15787,"date":"2022-12-19T18:49:46","date_gmt":"2022-12-19T18:49:46","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&p=15787"},"modified":"2022-12-20T10:46:00","modified_gmt":"2022-12-20T10:46:00","slug":"as-google-rolls-out-dooh-is-the-end-nigh-for-agencies%ef%bf%bc","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2022\/dec\/as-google-rolls-out-dooh-is-the-end-nigh-for-agencies%ef%bf%bc","title":{"rendered":"As Google rolls out DOOH, is the end nigh for agencies?"},"content":{"rendered":"
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Google\u2019s latest outdoor move only proves that specialists are needed now more than ever Conor McKenzie-Wilde, performance strategist at VCCP Media tells Mediatel<\/em>.\u00a0<\/strong><\/p>\n

In 2018 a colleague told me that Google Ads specialists wouldn\u2019t be needed in the future, because Google would utilise automation so successfully they\u2019d become D2C, allowing anyone to easily serve ads across all of Google\u2019s inventory in sophisticated ways, with great performance benefits.<\/p>\n

I scoffed. But here comes Performance Max (PMAX). A new goal-based Google Ads campaign type which promises to do exactly what my colleague predicted. And not only in Google\u2019s traditional home turf of \u2018online\u2019 but now including the \u2018surface\u2019 of digital out of home.<\/p>\n

PMAX allows marketers to serve ads across all of Google\u2019s inventory, dynamically optimised towards performance goals by AI. PMAX\u2019s machine learning algorithm has 100% visibility of all Google auctions. It therefore boasts true full-funnel awareness; the data is ingested, analysed, and fed into bid optimisations, in real time.<\/p>\n

Moreover, PMAX is simplicity itself to use. It can be activated in a\u00a0single ad campaign with a standard campaign execution process<\/a>. #Simples.<\/p>\n

So, is PMAX a sign of a Google D2C mission? Are agency revenues therefore at risk and are specialists still needed to generate effective bottom line performance for brands on Google Ads? What does PMAX mean for agencies and their clients?<\/p>\n

First impressions<\/strong><\/p>\n

When PMAX launched in the UK at the start of 2022, understandable concerns were quickly\u00a0shared<\/a>: Lack of actionable outputs, black box, no real optimisation levers, abundance of \u2018recommended\u2019 settings (*sigh).<\/p>\n

But as early as Q2, a string of new features were\u00a0announced<\/a>: increasing transparency (Consumer Insights), actionable output (Asset Insights) and targeting levers (New Customer Acquisition Goal). Updates that worked hard to address all those early practitioner concerns.<\/p>\n

For the advertiser, PMAX campaigns have a lot of good things baked in.<\/p>\n