In episode 122, Susan Wenograd takes the stage to share her profound insights into the dynamic world of Google Ads.

Susan shares thoughts on the current state of Google Ads, providing a comprehensive overview of the latest trends and developments and discusses how to expertly navigate some of these new challenges.

She also outlines how Google's SGE could impact Google Ads, unlocking exciting new possibilities and avenues for growth.

(0:00) Intro

(2:31) The Current State of Google Ads

(4:21) How to Navigate the New Google Ads

(5:45) The Iteration Process for Google Ads

(9:35) Will Google Ads Improve Over the Next Year?

(13:05) Ideal improvements to Google Ads

(16:09) Impact on Black Friday

(19:00) What Role Will Google Ads Play in SGE?

(21:45) How SGE Could Benefit Google Ads

(22:42) Creative Trends in Social Ads

(26:16) Rapid Fire Rankings

Top 3 of anything:

• My Family

• My Dogs

• Traveling

Rank your best marketing win:

This past year, pretty much every audit where I’ve met with resistance when I’ve said “You need to stop controlling this.” And every client that shared results has gotten better.

Rank your number 1 Ad Tool:

Google Search Terms.

Rank your best Google Ads trick or tactic:

You can either choose to try to control the match types or you can control the audience and be less controlling about the search terms.

What I recommend that a lot of brands do is add observation audiences. Add as many as you can that make sense to your brand campaigns.

You can then take those audiences, make a campaign that’s filtered only to people that match those markets, and then run a broad match against them.

You learn a lot about what they search for.

Rank what you love most about digital advertising:

It’s never boring.

Rank your top 1-3 marketers:

• Mike King

• Jess Cook

• Kirk Williams

Rank your best digital advertising learning resource:

Talking to other marketers one on one.

Rank your top cause or charity:

Lone Star Dog Ranch.