Will Meta Advantage+ Fail Like Google Ads Performance Max?

Kasim: 00:00:11

One, get in now, get in early while the getting's good.

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And two, don't be overly reliant on it.

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we've said a couple of times, Facebook

ripped off Google wholesale with

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advantage plus, and if that's true,

then it stands to reason that they're

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going to experience the same and flaws.

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What do you think?

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I think that's the case with

everything pays to be in early.

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the more competition there is, for

inventory, whether, no matter what kind

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of campaign it is, the inventory is still

the same across meta suite of products.

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And if you're not early, then

you're going to pay the price later.

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things never get cheaper, or first

within trying one of these new

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things, you probably could benefit

from, some initial cost savings,

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but over time you have to expect

that the cost is going to go up and.

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Same thing with other talk about

reels is fairly new on Instagram,

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and it's only going to continue to

grow, but there's not a whole lot

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of people taking advantage of it.

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Could the argument be made on the

Google side with Performance Max is that

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correct me if I'm wrong here, Carson,

the vast majority of the inventory that.

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Google was trying to sell and

monetize because it was basically

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just junk with the exception of

retargeting is the display network,

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which the argument could be made.

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That's not quite as high quality

of traffic as there might be in the

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Facebook news feed, on Instagram

reels, at some point in time,

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they're going to monetize WhatsApp.

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So the runway for.

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Not only adoption, but effectiveness

and performance max was limited

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just due to the limitations

of where the inventory lies.

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If you're following my line of

rationale here, basically traffic

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on display was always crap.

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And then they put,

performance max in it's Whoa.

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Now it's great.

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And maybe all the good inventory and

performance max or good inventory on

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display network had a finite lifespan.

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So that's why it's starting

to burn out for you.

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Could that argument be made?

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It could.

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The problem is Google doesn't

give us a lot of data on placement

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gives us some, and there's a lot of

ways you can reverse engineer it,

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but it's difficult to see where.

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Your ads are being shown.

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So it's a really good guess.

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it's actually brilliant.

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It's trust me.

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I put it out there.

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Someone saw it.

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Won't tell you when, where, how in what

context or in what way, but it happened.

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I got you, man.

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taking care of you.

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And on a long enough timeline, I

actually think Google is going to

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end up being right in what has to be

their assumption, which is they're

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going to find a way to algorithmically

monetize display based inventory.

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What they couldn't do is they couldn't

give us the interest based segmentation

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Facebook did because that results in

privacy concerns and antitrust suits.

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But that would have been the way to

improve their display, by the way,

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because display traffic is Facebook's

newsfeed is more or less display based

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traffic, but Facebook lets you segment.

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So Google's display network could be

more valuable, but they held back and

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they held back strategically, I think.

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And now what they're trying to do

is figure out how to get the AI.

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To figure out how to get

people to buy via display.

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And I do think they'll crack that

code on a long enough timeline.

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But in the meantime, we're

all the Guinea pigs and we're

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paying for Google's R and D.

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So they're high end traffic

channels, search, shopping,

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discover certain contexts, YouTube

specific campaigns, Google's not

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withholding, but using sparingly.

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And with P max, you can force people

into the higher end traffic channels.

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This is really interesting.

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Actually, if you don't know this, if

you're running performance max right now,

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and you're like, I'm not showing up in.

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Search or standard shopping

the way that I want to.

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Go run a search or standard

shopping campaign next to

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your performance max campaign.

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Here's what's crazy.

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Those campaigns will experience little

or limited visibility, but your Pmax will

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start to push into search and shopping.

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So you can force Pmax where you

want it to go by telling Google,

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if you don't do it, I will.

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And then Google all of a sudden

pushes Pmax into the higher value.

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Networks, which again

it's just frustrating.

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And I think given that meta is

rolling this out, I have a suspicion

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they're building it in the same

way and they're going to come up

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with encounter the same issues.

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And I don't think Google realized they

would encounter the dramatic swings.

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It's like inflation in that, the more

people that rushed into performance

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max, the more inflationary the

environment came, maybe not as to the

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cost of the traffic, but to value of

the traffic or the availability and

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accessibility of the higher value traffic.

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And I would anticipate the same thing

happening with Meta, and maybe a little

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faster because Meta has a fraction

of the traffic that Google has.

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Meta doesn't have this massive

display network to push all

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their crap traffic into.

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that was my Point.

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But anyway, go ahead.

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as I heard Tom talking about this

and I hope this doesn't come across

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the wrong way, but I was like,

man, I've heard all this before.

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I got sold this bill of goodbye

by Google and I bought it.

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not only did I bought it, I resold it.

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I bought wholesale and then I

started selling to everybody else.

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And for two years, we were

the performance max agency.

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And now I'm sitting here eating

great big bowls of crow every day.

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it's just interesting to

see how the pendulum swings.