Google Ads AI Isn’t Strategic — You Still Need to Be ft Mike Ryan

In this episode, Mike Ryan shares his experiences with AI Max, campaign mistakes, and lessons learned in PPC management. Discover practical insights on avoiding common pitfalls and leveraging data effectively. Key topics AI Max and its impact on campaigns Common PPC mistakes and how to avoid them The importance of data segmentation and guardrails Lessons learned from campaign failures The role of curiosity and critical thinking in PPC Chapters 00:00 Introduction and guest background 02:05 Mike's role and expertise in PPC 05:03 The importance of sharing mistakes and lessons 07:01 Mike's experience with AI Max and early mistakes 10:09 How AI Max can target competitor terms unexpectedly 13:07 The importance of checking search terms early 16:57 The impact of market fears on ROAS targets 19:59 Controlling AI Max with negative keywords and settings 22:58 The significance of data consolidation and segmentation 26:57 Advice for avoiding campaign pitfalls 30:05 Responding to campaign errors with transparency 33:57 The evolving role of campaign structure and guardrails 37:06 New Google updates and strategic responses 40:07 Behavioral responses to Google's August 17 update 45:00 Market-wide effects of ROAS target changes Find Mike on LinkedIn Join us on ⁠⁠⁠⁠⁠⁠⁠⁠⁠Slack⁠⁠⁠⁠⁠⁠⁠⁠⁠ Subscribe to our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join us for the next ⁠PPC Live event⁠