ZATO's Diana Talhelm Schools Us on AI Max

The world of paid search is constantly evolving, and Google's new AI Max feature is the latest game-changer. Promising smarter ads and better results, it's a tool that has the potential to revolutionize how we approach our campaigns. But with great power comes great questions. How do we best harness this new technology? What are the potential pitfalls? And most importantly, how can we ensure it delivers real results for our clients?

To cut through the hype and get some real answers, we were thrilled that our own Senior Paid Search Strategist, Diana Talhelm, was invited to join a panel of industry experts to discuss the ins and outs of AI Max hosted by Lunio.
he was joined by Kat Sale, Co-Founder of House of Performance, and Scott Carruthers, Senior Paid Search Director at Journey Further, in a lively discussion that offered invaluable insights for anyone looking to get ahead of the curve.

Here are some of the key takeaways from the conversation, with a special focus on Diana's expert perspective. And you can watch the whole interview here (or at the top of this article).

Embracing Automation with a Strategic Eye

A major theme of the discussion was the level of trust paid search professionals should place in Google's automation. The consensus? While the advancements are impressive, a human element is still crucial for success.

Diana has long been a proponent of using new features to demonstrate value to clients, and her perspective on AI Max is no different. In a similar vein to how she has noted that Demand Gen campaigns can be a great way to introduce hesitant clients to YouTube advertising by providing clearer performance data, she emphasized that the key with AI Max is to be strategic. It's not about handing over the reins completely, but about understanding how to guide the AI to achieve specific goals. This means careful setup, continuous monitoring, and a deep understanding of your client's business.

Early Results and a Cautious Approach to Spending

The panel also delved into the initial results they've seen from AI Max campaigns. The findings were promising, but came with a word of caution. It’s important to keep a close eye on spending, as the AI can be aggressive in its pursuit of conversions. The panel shared strategies for keeping AI Max spend under control, a must-read for anyone dipping their toes into these new features.

The Unwavering Importance of Traffic Quality

Ultimately, the success of any campaign comes down to the quality of the traffic it drives. The panel shared exclusive data on AI Max traffic quality and discussed how it fits into a broader, full-funnel strategy. The takeaway here is that while AI Max can be a powerful tool for direct response, it's essential to consider its role in the entire customer journey.

The conversation was a timely and important one, and we are incredibly proud of Diana for representing ZATO and sharing her expertise. As the paid search landscape continues to be shaped by AI, it's the strategic, human insights from experts like Diana, Kat, and Scott that will make all the difference.

Are you looking to leverage the power of AI, without losing the human touch, in your paid search campaigns? Contact the ZATO team today to learn how our team of experts can help you achieve your goals.

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