Going to the mothership

Hello All,

I'm taking over Julie's newsletter this week to share my experience at Google Marketing Live and my first visit to the mothership! And I can say I'm even more excited than when I watched the Internship 10 years ago! 

But first of all: Who am I? For those of you who don’t know me, I'm Frank. I work day to day as an account manager with Julie to make sure our clients have the best tools to achieve their goals. Outside of work I’m an avid rock climber & passionate about board games! Let's jump right to it

It is clear that we are at a pivotal point regarding the integration of AI within our tools and products.

We've come a long way since I started in the industry; when I first started, I had to classify 3 years of search queries (over 1M search terms) to optimize everything then manually. Some of those changes are not new: broad match, smart bidding, etc. And some others are a little bit more scary and will completely change our industry: pmax, auto-generated content, VBB and so on.

What I'm reflecting on coming back from Mountain View: 

Don't be scared to lose control. I should focus on translating business needs into a language AI can understand (often data)! What skills must I develop to make AI work harder for the business? It might finally be time to review my coding skills… 

Be open to new ideas. AI can be a powerful tool, but it's essential to be open to new ideas and ways of doing things. Let's be excited to experiment with new features and see how they can benefit your business. "What got us here will definitely not get us there" has never been more true. 

Be patient. AI is still a relatively new technology, and it's not perfect. Don't expect AI to solve all of the problems overnight. We need to be patient and give it time to learn and improve. The foundations have never been more important. 

I hope this newsletter will inspire you as much as Gwen did this week!

Have a lovely weekend,

Frank

[This is part 1 of a series of 2 Google Marketing Live emails]