Google Marketing Live 2025 Exclusive Insider Intel With Ginny Marvin | PPC TH 114

In this conversation with Google Ads Liaison Ginny Marvin, we go beyond the Google Marketing Live 2025 announcements to examine what they actually mean for performance marketers. We take a closer look at:

- How AI Max Search fits into the future of keyword-based advertising
- The logic behind Google’s “Power Pack” approach: PMax, Demand Gen, and AI Max
- What’s changed in bidding, conversion signals, and campaign structure
- Whether new controls and reporting options meet the needs of advanced advertisers
- Where automation ends and strategic human input still makes the difference

For advertisers navigating an increasingly automated ad landscape, this discussion offers a clear perspective and a few critical questions to ask before adopting Google’s latest innovations.

00:00 Introduction and Guest Background
02:29 Enhanced Campaigns and Mobile Shift
05:59 The Rise of Chatbots and AI in Search
09:58 AI Max for Search Campaigns
14:11 Campaign Consolidation and Conversion Events
19:09 Power Pack and Demand Gen Campaigns
27:17 AI-Generated Creatives and Merchant Center
30:40 Labeling Ads in AI Mode
32:54 Understanding the Context of Ad Placement
33:00 The Evolution of Customer Journeys and AI's Role
34:36 Smart Bidding Exploration: A Major Shift
37:31 Technical Insights on Smart Bidding
39:49 AI Max and Best Practices
42:49 Measurement and Data Management
44:17 Incrementality Testing and Bayesian Modeling
49:01 Agentic Systems and Small Business Benefits
56:58 The Role of Influencers and Creator Partnerships
58:52 The Future of Landing Pages and User Experience
01:02:16 Final Thoughts and Key Takeaways

We also answered viewer questions that were submitted ahead of our recording.

Follow Ginny: https://www.linkedin.com/in/ginnymarvin/
Follow Fred: https://www.linkedin.com/in/frederickvallaeys/

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