Growing Ecommerce – The Retail Growth Podcast

RIP DSA: What to expect from September's Sunset

• Smarter Ecommerce • Season 4 • Episode 36

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0:00 | 31:04

In this episode of Growing E-commerce, Mike Ryan and Chris Scharmueller dive into the end of an era: Dynamic Search Ads (DSA) are officially dying.

While Google's new AI Max for Search currently sits at a tiny 1.5-2% adoption rate, the mandatory migration of all DSA campaigns by September will trigger an instant hockey-stick growth curve. We explain exactly what you need to expect from this sunset, how the auto-migration handles broad match and URL expansion by default, and why advertisers need to start testing AI Max immediately before the Q4 holiday crunch.

We also unpack the diverging automation strategies of the tech giants and the catastrophic drop in Meta Advantage+ adoption. After peaking at 40%, its cost share has nosedived to a concerning 20%. We discuss why this downward trend calls Mark Zuckerberg's "fully automated" vision into question. Plus, we explore the latest Meta Pixel updates and why Meta wants a feed-less future while Google doubles down on structured data.

Key Takeaways:

  • The AI Max Hockey Stick: Do not be fooled by the current low adoption rate of AI Max for Search. Once the legacy DSA campaigns (which currently hold about 15% cost share) are auto-migrated in September, AI Max will become a dominant and highly relevant campaign type overnight.
  • Meta's Automation Problem: Advantage+ adoption is on a multi-quarter decline, dropping to just 20% cost share. Without substantial product improvements, Meta will struggle to achieve the fully automated, hands-off advertising ecosystem it envisioned.
  • The Feed vs. Feed-less Divide: Meta is attempting to offload feed management by using AI to scrape landing page data directly via the Meta Pixel. Conversely, Google relies heavily on detailed data feeds to ground its AI and maintain quality control.

Resources & Links:

About Smarter Ecommerce (smec):

Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.

The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.

As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.

Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:

smec - Smarter Ecommerce: https://www.smarter-ecommerce.com
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Newsletter: https://smarter-ecommerce.com/en/newsletter/
Instagram: https://www.instagram.com/smarterecommerce/



Intro

SPEAKER_01

Welcome to another episode of Growing E-Commerce. Today we're going to talk about updates to Meta's Pixel and how that's different from what Google's doing with our conversational attributes, Meta Advantage Plus adoption, and AI Max adoption. We'll talk about those and maybe some more. We'll find out. It's another episode of Growing E-Commerce. I'm on your host, Mike Ryan. Chris is happy to join. Good to be with you, Chris.

SPEAKER_00

Let's go. Another exciting agenda.

SPEAKER_01

They always are.

SPEAKER_00

Most of the time, actually.

SPEAKER_01

Never a dull moment.

SPEAKER_00

Never. Never. With which topic you want to start?

Meta Pixel Updates: Scraping HTML to automate product catalogs.

SPEAKER_01

Let's kick off with uh the MetaPixel.

SPEAKER_00

The meta pixel. It's an easy one to start with, right? That's more like no controversial element to it. No. Let's find out.

SPEAKER_01

So um Yeah. Boy, I would love to know what percentage of websites in the world have a meta pixel integrated. It's a lot.

SPEAKER_00

Let's do some research.

SPEAKER_01

Yeah, it's a lot. And uh and certainly in e-commerce, it's an awful lot as well. Uh, but that pixel is um evolving. So I actually think that this is a follow-on of uh of a strategy that Google started pursuing a couple years back. Um as usual, Google's the pioneer. We're always we're always Google fanboys on here, except for when we're not. But yeah, so basically, uh everyone thinks about the Pixel as uh being this basically tracking event that helps you track conversions and stuff like that, if NAD was viewed and whatever. Um but they're gonna start pulling more information from your website. Uh they'll be using AI uh to scrape your HTML, the code that your website's written with. And out of that, from your landing page content, basically, they're gonna pull your product name, price, availability, I don't know, other attributes as well. Yes. Yeah.

SPEAKER_00

So they I mean the the the I'm always interested in understanding the true purpose of these um feature rewards of the big, big ad app platforms. This one, I don't know if if Facebook Met is is is straight about it, but I assume it's all about increasing product catalog exposure of the retailers, right? Yeah, definitely doing ads on that.

SPEAKER_01

Yeah, exactly.

SPEAKER_00

Um I mean Well, is there any I mean this is not a bad thing by any means.

SPEAKER_01

No, no, I think it's uh I think that's a win-win. Um it's you know um what's the win for the retailer?

SPEAKER_00

Yeah. I have less less stress with my data feed because Google uh meta takes over certain capabilities here, right?

SPEAKER_01

Exactly. That and that's the way it's fully framed around. It's that you don't need to use developer resources, um, we'll take care of that for you. You don't have to worry about this, you don't have to worry about keeping it updated, we'll make sure it's updated. We will we'll take care of it.

SPEAKER_00

Yeah, exactly. It feats perfectly the claim of of the BigSuck that agencies won't be needed anymore because meta is taking over everything with their AI capable.

SPEAKER_01

And trend automation, yeah. And but and by the way, I mean it was Google's dream for years to get rid of the product feed. Um, for years and years, they they they talked about this vision openly for a long time. Yeah.

SPEAKER_00

But that might be the controversial element to this topic now. Yeah. I think Google is going completely different direction. The data feed is more in the center than ever.

SPEAKER_01

Yeah, yeah. I and that's you know, that was super surprising to me when they first started talking about um conversational attributes, that they're adding dozens of attributes to the feed because, you know, they they just um what a year ago, when was that? They launched uh a new version of Merchant Center, and it has a whole thing focused on feedless or like yeah, like you know, they don't talk about feeds anymore, they talk about data sources. And one of the seeds can uh sources can be your kind of classic feed, another source can be discovered by Google. And it's what M's, uh what Meta's doing here by crawling, crawling your your page, basically. That's not new to Google. And I thought, okay, this is where it begins. Now you're gonna pure like have AI entering this, and it's just gonna take off from here. They'll be able to massively scale up the extent and the quality with which they are uh obviating your feed. And but rather, well, as we you know, the hallucination problems popped up and everything else.

SPEAKER_00

They need Chrome data.

SPEAKER_01

Yeah, they need exactly.

SPEAKER_00

Uh and and and and this this is the the fun part. And and and let's let's assume that uh Google is just literally, especially the last couple of years, a step ahead of competition here. I think Meta at one point might realize the same thing that the data feed has to play a critical role. Yeah. Because not all the data can be understood in a way that it's really you know helping the case, which is I want the best results possible when I'm looking for a product. Yeah. And Google is going that direction. And they are outsourcing the responsibility of bringing this data into structured form to the clients, yeah. To the online retailers again, which is I think a great move. Uh and completely uh different direction than than what Midis is doing right now. Yeah. But it's it's fun to observe.

SPEAKER_01

Yeah, it's definitely interesting. And but I I think, you know, the because in the end the use cases are a bit different here. Like I I it's exactly like you said, it they're using it as grounding data. They need that structured, verified data. They it's they just want that reliability, they want to offs uh kind of offhand offload those costs, etc. Um so I think it it makes a lot of sense, at least as an intermediate strategy, what they're doing. And but you know, Meta is focused on uh just increasing the amount of products that can serve, so that's this is about basically increasing advertiser supply. You know, you can then in principle extract more cost from advertisers without scaling advertisers. You can just and the it's not that it's purely self-serving, can also be in the advertisers' interest as well, as we said. But um, Google had faced some push. They have the again similar technology discovered by Google as a data source. And the thing is that like a lot of times if a product is not in your feed, it's not in your feed for a reason. You don't want to advertise it. A lot of times advertisers have hidden landed landing pages that they don't want Google to know about.

SPEAKER_00

They have specialized Google meta feeds where they are telling the system these are the products I want to put money on. Yes, yes. And there are a lot of other products I don't want to be aggressive with.

SPEAKER_01

So you have to watch what it's discovering, you have to verify the quality of that.

SPEAKER_00

Um this is this is certainly a thing. I mean, uh we will learn more about the details, but this is certainly something where I would be maybe a bit hesitant to to implement that pixel because it's it's a loss of control, I assume. And the the fun part for me, Mike, again, uh it's it's it's I don't want to to be too bullish on Google, but it's very interesting for me because scraping the website is nothing new. Google has been doing this for years, right? Yeah, yeah. DSA comes comes to my mind, right? And it didn't need any pixel here.

SPEAKER_01

Oh yeah.

SPEAKER_00

It it's I don't know how how invasive this this pixel implementation is. I assume it's a thing.

SPEAKER_01

No, I mean everyone has their their meta as I said, like everyone has a meta pixel. But it's yeah, I I don't know enough about it to say why Meta uses the Pixel, whereas Google, you know, I think they they know from your campaign which URL is you're targeting, and then they can they just scrape that domain. I understand where do you have to stay um so that they can discover landing pages, discover details based on this. Um but um I also think like Google Um it's it can also be an infrastructure thing. You have to consider Google's infrastructure and how specialized it is for some of the things that they've built. It's it's insane. Um would be fun to look at some of the stats because I don't remember off the top of my head, but mind-blowing. Um, you know, everyone talks about AI and all that stuff, it's super exciting, but just the infrastructure that Google built to make search work the way it does, to make advertising work the way it does, it's fascinating.

SPEAKER_00

Look, I mean, when we talked about uh, I think one of the last episodes we did when we talked about the the ads ecosystem uh ChatGP is offering now. Um and it's not not about shitting on OpenMIR here, it's just it it shows you how how advanced the Google ecosystem is. Yeah. If we take so much for granted, uh, but man, uh a lot of smart people worked on this to be to be in that shape. Yeah. So it's interesting. I mean, Metapixel, I think great for the business, it makes sense. They want in-store growth with the existing client base for them. For the client, it might be a good thing because I I can be a bit more hands-off with my feet. Yeah. Loss of control might be a thing, right?

SPEAKER_01

Yeah, I mean, you can, you know, it the the worst case kind of because you you can control ultimately if it's if it's gonna use that data or not, but then there's an an administrative task of uh verifying that. Yeah, that that's true.

SPEAKER_00

Um I mean, like I mean it it might be a good segue to another meta topic, right? Yeah, because we we we said that this SAC was by the way, there I think this this is really interesting to observe because uh Google is is going in a different direction, not just with regards to how much they see AI as a as a dominant factor to take over things. Um I think Google has a different approach to that as well, because as far as I see it is uh Google wants the human, wants also the agency uh to be way more in the loop than meta does. Yeah. I mean there there was this infamous segment of Zuck, you know, in a couple of years there's no need for a meta agency agency anymore because everything will be done by meta itself. That's that pixel feeds into that story. I got it, but it seems like they have an issue, right? Because one big part of that story for meta, and everything is done by the meta eye, was advantage plus companies.

SPEAKER_01

Yeah, yeah, exactly.

SPEAKER_00

And we have an issue here.

The Advantage+ Crisis: Why Meta's automated campaign adoption has plummeted to 20%.

SPEAKER_01

Yes. Um, it's not going so well, basically. That's an understanding. I think it's going catastrophically bad. Um yeah, it's so interesting because again, like really, I don't want to always say this or repeat myself all the time, but Google is really often a year, 18 months, two years ahead on many topics. Um, Meta has been sometimes too, like with MMM. Meta was several years ahead of Google on MMM, but with Meridian, excuse me, with Robin, they had for years now, and Google is just starting to roll out Meridian more. To the point though, PMAX was the first of its kind in terms of these really cross-network, highly automated campaigns. And for the longest time, that's what everyone wanted to do. They wanted to make their own cross-network, highly automated campaign. You call it the P-Maxification of this. P-Maxification, yeah. Um, and but the thing is, like, just because it worked for Google doesn't mean it will work for other platforms. And even Google faced their own challenges about do advertisers even want this? Um P-Max has faced a lot of challenges. Um, but uh where we stand, this is data coming from Tenuity, a US agency. Um, and uh a buddy of mine, a friend of the podcast, let's say, Andy Taylor, um, at Tenuity. Yep, absolutely. He published data um about the cost share and or really the cost adoption as a as a metric of adoption of Advantage Plus campaigns. And it is trending down. It's on a multi-quarter, over a year long extended fall at this point.

SPEAKER_00

Where are we at?

SPEAKER_01

20%.

SPEAKER_00

20% cost share.

SPEAKER_01

Yeah.

SPEAKER_00

That's bad.

SPEAKER_01

Yeah. Well, he pegs PMAX at 68% cost share of shopping costs.

SPEAKER_00

Maps to our data, right?

SPEAKER_01

Yeah, we're we're at probably two-thirds to three quarters in that range for sure. Um, and it's been stable to slightly declining. It's funny because we've talked in the past, maybe on this podcast, is PMAX share starting to decline? No, no, no, no. If you want to see a decline, look, this is a decline.

SPEAKER_00

This is a decline. Yeah. This is probably the most worrying thing, right? I mean, 20% by itself is bad, but we're talking about a downwards trend now for a couple of quarters. Yeah. The peak was at 40%, what I can remember.

SPEAKER_01

Yeah, it peaked at 40% in Q4. Like it basically Q excuse me, 2024, it was scaling, it was rising. Um, they were in an act, very active sales phase.

SPEAKER_00

And that's how I see it, and again, of course, we we we can, I can certainly be wrong, but uh Advantage Plus was the it was the the strategy for meta to P-maxify their ad species, right? Exactly. There were a lot of similarities to P-Max in in core functionalities and and and and and ideas. I assume they've uh invested a shitload of money in developing this product. Yeah, and I mean 20% cost share, this this is a this is a fail. Yeah, it's not adopted by the market, yes, um for many reasons, but uh how big of a deal is this? Because I I want to refer back to what uh SAC wants to go probably more down the road, but man, I don't want this in intermediate players, agencies, experts, I want meta to really take over the whole thing for for for for the retailers.

SPEAKER_01

Yeah.

SPEAKER_00

How big of a blow is this?

SPEAKER_01

I I would say it's massive, it calls the whole strategy into question because Here we go. Yeah, I mean, if you plateaued at 40% and then you couldn't hold on to that, you know, you couldn't even get one in two advertisers using it, and now you're at one in five, um, you it's it's fallen on its face. And I think that there could be, you know, we'll have to see, well, what's gonna happen to these other automated campaign types, because everyone has one TikTok, Pinterest, Reddit, everyone has one. Um, and the question is, will they face a similar fate? Will they be more successful at Google? Um, because yeah, even the way Google did it um was a bit different, as we know. They they took a they they had organic adoption through smart shopping campaigns and they migrated that over. Um and so even that, you know, they had a helping hand here. They had a very, very big helping hand.

SPEAKER_00

And let's face it, uh there was a I don't know, a big, big backlash from the market uh with regards to PMAX as well, right? It was not uh it was not the smooth sailing product adoption Google wanted it to be.

SPEAKER_01

They've been on a three-year journey with that.

SPEAKER_00

Yeah, but they they they react it from my perspective the right way. They listened to the market, applied features, and and PMAX as of today is a great trial.

SPEAKER_01

And what they've done, by the way, is the opposite of Zuck's thesis. They've added controls, they've added transparency.

SPEAKER_00

Yes, they walked yes, yeah, they walked back the automation to a certain extent. And they are so confident about the PMAX that they are basically now saying, look, even the old company app, which is standard shopping, is not even deprioritized anymore. Yeah, let's go for a hybrid setup. Yes. Because they know that PMAX is a great, great product.

SPEAKER_01

Yeah.

SPEAKER_00

And it's in the center of their strategy. Yeah. And it's going well for them. Like I said, 70% cost share. I think they are fine with it. Yes. Yes. I I know Google sometime down the line, they probably want more cost share than 70%. Yeah. I I think they're doing yeah. That's another I think they're doing that through other means. But it's fine. But 20% is a is a is an issue. What is your take on on what what what options uh uh Meta has now?

SPEAKER_01

They can go very heavy-handed here and just force people. You know, this would be back in the days with um universal app campaigns. Google did that back in the day. It's not unheard of. Yeah. Um make the product better? That would be my move.

SPEAKER_00

Make the man we it's it's probably the smart this move, right? Just make the product better. Yeah, that's a pretty good one, Chris. Let's make the product better. I think I should apply for product management at Smart Ecommerce. Yeah, just make the product better.

SPEAKER_01

Yeah, exactly.

SPEAKER_00

It's a great strategy, right?

SPEAKER_01

Yeah, yeah. Um make the product better. That would be their other option. And it would be, you know, to change the features, the way that it's but that does not align with what Zach has said.

How Google’s approach to PMax beat Meta’s Advantage+ strategy.

SPEAKER_00

That that's true. And I look, I mean we we we we we see this with Google uh as well. That the question is if if you if you you know uh are facing a down downward spiral and and you're now facing a downward strength for let's say a couple of corners, I think it's hard to win clients back to campaign time. But they have tested it, it made a deliberate decision to remove away from it. So I think without, I mean, of course, the heavy end, the one card they have is the forced adoption. But I think we would really have to see substantial improvements to the product to bring bring adoption back.

SPEAKER_01

Yeah, and I mean this, you know, look at like Google has has lived this experience before. Like, look at Broadmatch, um it was laughed at. People thought it would never work out, and the the whole market perception changed, but it took took years of work. Years of work. Yeah. All right, yeah. Which which, by the way, it gets us back to our open AI thesis. You know, these things are not so easy as you might imagine. Yeah.

SPEAKER_00

But and that is why I I think that Google is going to win this whole thing. For sure. Um now. What else do we have?

SPEAKER_01

We have one more one hell of a state, but Google is winning. Speaking of cost adoption, speaking of migrations, but Google has a patient as well, right?

SPEAKER_00

Yeah, it's uh patient zero. I don't know how to call it. Let's talk about cost share. Yeah. Uh for a strategic, I think strategically important product for Google. Yeah. Which is the IMAX.

SPEAKER_01

Yeah, exactly. Um by the time, you know, like uh I don't know what time this episode will air, but we're about one year out from when uh Google rolled out their power pack.

SPEAKER_00

Um and which is the Mamcha, PMAX, and the IMAX for search.

AI Max for Search: Analyzing the current 1.5-2% cost share.

SPEAKER_01

Yes, AI Max for search. That's right. AI Max for search right now has a cost adoption um of all search of iPeg it at 1.5 to 2%.

SPEAKER_00

Um but okay, so we're we're talking about 20% being a complete nose type and catastrophic. Yeah. No. Yeah, catastrophic situation for me. We have to put the two percent into context, man.

SPEAKER_01

Yes. So now I want to, you know, everything is different. And now I don't think that two point that two percent is a massive success, but that's not exactly the point because you know, when you look at something like PMAX replacing smart shopping or Advantage Plus replacing um standard catalog campaigns, uh, that's not the point of AI Max. And no one ever said that that's what it is. It's an add-on technology, it's an expansion layer on the campaign that shows you that it's doing a rather small amount of like there's the the amount that it's adopted, and then within where it's adopted, there's how much of the campaign does it affect. And so, you know, when you run those numbers through each other, it's a small amount.

SPEAKER_00

Um by default, I would say, right? Because it's it's this incremental layer to an existing cell.

SPEAKER_01

Yes, because if we look at the adoption, that's at that's about you know 16% in climbing, you know. So the adopt the adoption is one thing in terms of because it's just a part of search campaigns. But that's anyway all gonna change soon.

SPEAKER_00

Yes.

The End of an Era: DSA is officially migrating to AI Max.

SPEAKER_01

Why actually well we talked about that here in this podcast and uh we had I think we broke the news with Ginny Marvin. You did. Um you did. Yes, so thank you, Ginny, for sharing that detail um with our audience first. Uh but dynamic search ads, which is not small, is going to migrate over to AI Max. This is where it gets interesting. Well, yeah. It's the end of an era. It's the end of an era. Yes. Man, keep keep talking about I I'm not some people are not happy. Like they're they're very comparable. So there are some people who will nitpick it and say that dynamic search ads are a better product than AI Max. I'm not, I'm not gonna die on that hill personally, but um, what does matter here um is that dynamic search ads were a product that were slowly over many quarters earning um earning adoption. And they're again another part of broader search campaigns. Um, but they had earned like a healthy 25% of all search costs. That was where they were at and trending up month over month, or uh quarter after quarter. And then PMAX launched, and that changed that trajectory because PMAX does a lot of the work that DSA does. Um and so since then we've seen DSA go in a decline to where it's currently at about like 15, 16 percent of search costs, um which is still it's not nothing.

SPEAKER_00

It's quite impressive, taking into account that actually PMAX is running on the same technology. Yes.

SPEAKER_01

Um, but what happens is that in September uh all the all these DSA ad groups and that that's all gonna migrate over latest end to AI max. And so that 15% will come on top. Yeah, that we're now gonna see AI Max go from one to two percent to fifteen percent. It's gonna look like a hockey stick. I've modeled this based on what happened with PMAX and shopping, um, and it's gonna be something to behold. And actually, I think it's gonna go, I don't know how much higher, but it will go higher than 15%.

SPEAKER_00

So the the president of the AIMAX uh for Search Fagler should give a big shout out to DSA, right? Because I mean, yeah, on paper, it will look uh way more friendly for for them. Uh because then we are talking about let's say 15 to 20 percent cost share, which uh it it becomes a relevant technology just based on cost share. Exactly. Maybe it was the strategy from the get-go, I assume. Google had the strategy.

SPEAKER_01

Yes, yes, hundred uh absolutely. There's no, I mean, uh we've been saying um for years on this podcast that the SA will go away. Yes. It's always it's been clear for a long time now, and it's finally happening. Um whether you like it or not. But it goes from like a rounding error to something that Google will be talking about on the earnings cost. Yes, you know, that's that's relevant now.

SPEAKER_00

And by the way, it's relevant again, it's relevant by design because it's part of the powerback, and the power pack is the future of search, yeah, as Google calls it. Yes. So it it makes a lot of sense. Yeah. And I mean from from from from from the perspective of an expert, I mean what what to expect, how how this migration will look like. I I think there will be a one-click migration, but Google will make this super lean. Yeah. And I think they there will be no big risks for for any any retailer.

SPEAKER_01

Yeah, I mean, there's gonna be there's gonna be a migration tool here. If you have, if you it depends how much of your revenue comes through DSA, um, and that determines exactly how much of a priority this should be for you or not, and how proactive you want to be. Now is your last chance to, you know, we've been saying test, test, test. You really want to get going on one? Yeah, because your testing windows are gonna get shorter and shorter. This is not a long time horizon. Um until September.

SPEAKER_00

Just one thing. I mean, September, I I found I found the the date a very interesting one because September is probably the last month before we jump into holiday season-ish months and and weeks. Yes. So that would really be my my my message to all all listeners out there. Let's let's make sure you have to make sure that you understand the Anime Extra search. Yeah. You have to, because September is showtime. Yes. And if it's a relevant part of your your revenue, you you want to go into the whole disease and prepare, right?

The September Sunset: Why you must test AI Max before the holiday season.

SPEAKER_01

Yeah. I don't want to toot my my own horn too much, by the way, but I I have mate. Do it. I have a tweet. I I tweeted, I'm not on, I'm not, I'm not active on Twitter X anymore, but uh around this time last year, um, I predicted that uh uh DSA would be migrated to AI Max by September or on September 2. It's so awesome. Shout off, mate.

SPEAKER_00

It's uh it's because of exactly what you've said. Can you can you share the post for to list us here?

SPEAKER_01

Yeah, I will put it on the screen. Because I don't believe you.

SPEAKER_00

No, I did.

SPEAKER_01

I really didn't, yeah, I really did. But uh you can set I said you can set your watch to it, and that's it was computer. Yeah. Um but it's exactly because of what you said, because of seasonality. They need to get the migration done by then. Yes, but at any rate when can you migrate by the way?

SPEAKER_00

You we we don't know yet, right?

SPEAKER_01

Sorry.

SPEAKER_00

When when when is the time? You can start well, you can migrate anytime. Yeah, you can anytime, yeah. But the tool is is the tool already uh there as well? Because Google will, I guess, work on this to make it as seamless as possible.

SPEAKER_01

Um yeah, I mean I think they already have a little, I have to look, I think there's a little workflow set up for it. And then but there'll be there'll be an auto migration at one point. But um I think what's interesting here is that when you migrate, and this is why it's gonna be higher than 15% cost share, because when you migrate, the default option is you know, it it's a bit of a land grab here. Um, because the default option is that search term matching, which is basically broad match, and then final URL expansion. These are both activated by default, yes. So um these product managers are Google, they know their thing. This this is the only thing that you want to watch out for when you're doing the migration because you'll think, oh, this is about D DSA, and it is, but it's also more than that. Um, the technology is a bit more than just that. So, but a lot of advertisers will uh will accept the default settings or and and maybe they're happy to do it, et cetera. But in the end, um it's going to be bigger than what DSA was. Yes. So that this is a big leverage moment for the technology. And yeah, then we'll have to see um the how it goes in the next year, if it plateaus there, if it drops, or if it earns its place. And then we can decide how harsh we want to be or not toward AIMAX.

SPEAKER_00

Let let's see. I mean, we have been quite harsh on the IMAX uh for search for for the I think for the right reasons. I think this thing, yeah. Challenging, yes. I would yes. I think the technology will evolve. Uh, I mean, we're in close contact with with Google here. Um any anyway. Look, I mean what why I we we didn't talk about that. This is maybe maybe a little bit off topic, but when we when what of course Google builds for the most part great products, and I think they have changed their minds in terms of listening to the market more again. Yeah. Uh and and they are open to change products, approved products, based on on the feedback they get.

SPEAKER_01

Yes.

The Google Playbook: Why Google's go-to-market execution crushes the competition.

SPEAKER_00

But you know what? Um I think the main reason why uh Google has uh just executes the strategy better than other ad platforms, because Google has as much technology that Google produces. Yeah, they are just a fucking great company when it comes down to go to market. Yes, yeah, yeah. They are a sales and marketing company. Yes. Maybe even more than a I mean, this is a hell of a claim, but maybe even more than a tech company. They are man. Yeah. All the Google reps, right? Again, shout out to Carla. We love uh our partner. She's she's doing a great job, the best uh we ever had.

SPEAKER_01

Carla, Carla's great. She helps me out all the time.

SPEAKER_00

Yes, no, Carla's really great. But in in general, man, they execute their playbook.

SPEAKER_01

Yeah.

SPEAKER_00

They they they they run their go-to-market at all costs. Yeah. And this is a great capability Google has. And I think it's one of the capabilities Meta, I assume, doesn't have.

SPEAKER_01

Well, it you know, it's two sides of one coin. Because uh, I'm gonna be I'll be attending Google Marketing Live and um at Mountain View at the time.

SPEAKER_00

Oh, we are trying in Dublin.

SPEAKER_01

Awesome. Yeah, cool. We'll get the EU perspective and the Californian perspective on there.

SPEAKER_00

We there will be an episode of the colour.

SPEAKER_01

Yeah, we'll definitely we'll definitely do a recap. Yeah. Um, but um point is, you know, at this, they these events are literally part at least partly overlapping. They have Google I.O., their developer and tech conference, and they have Google Marketing Live. And these these are the two halves of that business. They're a technology company and a marketing company.

SPEAKER_00

And that's that's a great combination because you can have the best products in the world. Yeah, you don't have to go to market. Yes. It's just not flying as maybe you you want it to fly. And that's that's what Google, I think that's why Google stands out uh right now. And um shout out to them. Uh let's see. And yeah, AIMAX search, I would say next year. So September, there will be this migration, then we will have a lot of more data to look at.

SPEAKER_01

Yes, yeah.

SPEAKER_00

And there will be some micrant analysis.

SPEAKER_01

Yeah, I'll I'll update, I'll update my chart, what I predicted, because I've I have a little curve there, and you can see it's gonna be pretty close, I promise you. And I and again, it will I don't think it'll be smaller than the DSA cost share, it'll be higher. Yeah, for sure. Yeah, so I want to go uh on record now that my the my chart is a conservative scenario, and then we're gonna we'll overlap them, but yeah, and we'll have we'll have a lot more data on our hands at that point because the volume will be much greater.

SPEAKER_00

Yeah. And I think the technology will be both. Yes, I really believe so. Mike, do we have anything left? Or I think that was it. That was it? Yeah. Alrighty. All right, and I enjoyed it.

SPEAKER_01

Me too. Likewise. Sir, all the best. Thank you, Chris. Thanks everyone for listening. This has been another episode of Growing E-Commerce. To learn more, visit smarter-ecommerce.com. And as always, we really appreciate if you leave us a review or a rating or a shout out or like or anything. We'll take any breadcrumbs that you have. We're not picky. Thank you. See you next time.

SPEAKER_00

See you.