Summary

In this conversation, Sarah Stemen discusses the significant changes in Google Ads and PPC strategies for 2025, emphasizing the role of AI and new features that enhance transparency and performance measurement. She highlights key updates, including the evolution of Performance Max campaigns, the integration of AI tools, and the impact of shoppable CTV on consumer behavior. Stemen also addresses the importance of cross-platform attribution and the future of smart bidding in discovering new audiences, ultimately encouraging marketers to embrace these changes for better strategic outcomes.

Takeaways

The only constant in Google Ads is change.

AI is becoming a central partner in marketing strategies.

Performance Max campaigns have gained more transparency.

Shoppable CTV is collapsing the traditional marketing funnel.

Google is positioning itself as a creative partner for advertisers.

Cross-platform attribution is essential for understanding marketing effectiveness.

Smart Bidding is evolving to discover untapped audiences.

Marketers must adapt to AI tools to stay competitive.

The strategy is where significant value is created in marketing.

Embracing change frees marketers from mundane tasks.