Google is FINALY giving transparency into where budget is going (UI exclusive for now) and I have to say I love the interface.
I don't love that we can't do anything about this data. Imagine knowing that your child was getting into trouble and there was no way to get to them. That's what this feels like: all the tension with none of the ability to react.
This does seem to open the door for CPA/ROAS guidance on where budget goes (Google seems open to that as a V2 or V3 of this).
The bigger news that everyone should be excited about is the transparency on how shopping ads are being deployed and diagnostics on PMax assets.
There is an assumption that PMax is essentially a fancy shopping campaign and that's all it's for. This data is really going to help ecommerce advertisers overcome feelings and replace them with actionable insights on how to truly take advantage of the bias free budget allocation.
Lead Gen also got some amazing presents here in the diagnostic data so they can actually leverage the lead gen specific channels (think local).
Overall, I'm happy but nervous about these updates. Happy because Google is clearly listening and doing their best to serve all marketers. Nervous because I speak to every day marketers, and I know seeing something they think is wrong with no way to fix it is going to cause tension.
Thankfully Optmyzr and other tools are there to offer additional control levers to guide the machine. There's never been a better time to test out AI driven tools and see how they can help you be proactive in your ad management!
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