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Google: "Our PMax AI is smarter than you could possibly imagine."
PMax performance if you change your ROAS target from a 450% to a 445%:
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Kirk Williams
55.8K posts
Kirk Williams
@PPCKirk
Owner ZATO. Google Ads Clients have Included: Purple, Traeger, KURU, Groove Life. TEDx speaker. Author PPC Ponderings | Stop the Scale. Married w/6 kids.
Billings, MT เข้าร่วม Şubat 2009
464 กำลังติดตาม17.8K ผู้ติดตาม
@PPCGreg This actually used to be a lot more common years and years ago by the bigger agencies. I think it was for their own reporting stuff, but ewww privacy concerns imo
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This was 100% AI. Wild times…
Taylor Holiday@TaylorHoliday
More isn't always better. Better is better. Forecast more accurately, grow contribution more consistently all while saving money with the Prophit Engine from CTC. Big love to the boys: @Seanfrank @iamshackelford @Jaredorkin @stevenborrelli @steviej @SJohnson_89 for the acting brilliance. This one is a love letter to the DTC x community.
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@jphebdon @andrewjfaris Even the AI Super Bowl ads were incredibly misaligned. They were “joking” about the very thing everyone is terrified about, like dying randomly by Alexa or Ring “watching your neighborhood for lost dogs”. Was so interesting to see how much those brands hurt themselves
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@PPCKirk @andrewjfaris I think it's hard for people to get too excited about AI when the news is filled with reports of super-profitable companies like Block, Microsoft & Amazon high fiving each other, laying off double digit percentages of their work force, citing AI efficiency gains as the reason.
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This is a big part of why I am increasingly concerned about Gen AI for creative as a strategy.
It's not that you can't use AI in the process at all; it's that if customers hate AI, they may be deeply turned off by lots of your uses of it in ads.
Brad Gerstner@altcap
AI is deeply unpopular. According to Pew, sadly only 17% of Americans think AI will have a positive impact. In China, 83% believe AI will be positive. A token tax & political backlash is coming unless the narrative changes. 🇺🇸👀🧐
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@PPCKirk Right this is what I'm getting at too.
And I'm making zero comment about the long term on this. I'm just saying that right now, given the sentiment, lots of brands are trying very hard to use a tool that has a demonstrably strong negative association for many Americans.
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Sam is 100% correct.
This is the artifact-outcome problem in action: assuming that because AI can produce the deliverable, it can produce the result the deliverable was supposed to generate.
In reality, the deliverable (the demand letter, the memo, the brief, the whatever) was never the value driver. It was the visible artifact of a deeper mechanism - institutional leverage, credentialed authority, relational trust, regulatory standing and/or the capacity to impose consequences - that actually produced the outcome.
You see this playing out in dozens of industries right now - medicine, finance, regulation/compliance, journalism, audit/assurance, contract negotiation, advertising/marketing, litigation - all with the same pattern: the deliverable exists within an adversarial or evaluative system where the counterparty or decision-maker isn't simply processing information; they're evaluating the source, authority, capacity + consequence structure that underpins the information.
In all of those industries, the thing AI produces is a signal about the underlying value driver. This is why the "AI-as-a-disruptor" narrative continually runs into the same wall. It treats professional services businesses as if they're information production businesses.
Spoiler alert: they aren't.
Professional services businesses are trust, authority and consequence-bearing businesses that happen to produce information as a byproduct.
The brief, the letter, the deck, the whatever is a shadow on the proverbial wall. AI systems are quite good at painting shadows. But a shadow is only as powerful as the thing casting it.
Sam Mirejovsky@whatsrightsam
Everyone is focusing on the wrong problem with AI and legal work. The problem isn't accuracy, hallucination, etc. Even if AI gets everything 100% right, it still won't matter. Here's why: Let's say you have an insurance claim. You try to save a few bucks by NOT hiring a lawyer and instead have ChatGPT advise on strategy / write a few letters to the adjuster. The letters are perfect. They make every argument correctly. You're already counting your settlement chickens, but then a plot twist: you get no offer, or maybe best case a low offer. The problem isn't "bad AI" — it's that your case won't settle unless the insurance co fears losing even more money at trial. The only thing that moves the needle is the threat of getting nuked at trial. Your letter, no matter how perfectly written, is worthless without actual litigation teeth behind it. And adjusters can tell. An unrepresented claimant sending polished letters is still an unrepresented claimant. Insurance company logic: What's this person going to do if we don't pay? Sue us? With what lawyer? I guess they'll have to go find one eventually. Cool — we'll wait. "Fine," you say. "I'll use AI first and hire a lawyer later if they lowball me." But now you've already shown your hand. The adjuster sized you up months ago, anchored low, and the clock's been running on your statute of limitations. Your lawyer is now playing from behind on a case the insurance company already decided not to take seriously. The adjuster isn't scared of a well-written letter. The adjuster is scared of a trial lawyer with a filed complaint. That's it. That's the whole game.
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@whatsrightsam not just legal, as @DigitalSamIAm has pointed out, this is the right argument for a lot of services as well.
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Everyone is focusing on the wrong problem with AI and legal work. The problem isn't accuracy, hallucination, etc. Even if AI gets everything 100% right, it still won't matter. Here's why:
Let's say you have an insurance claim. You try to save a few bucks by NOT hiring a lawyer and instead have ChatGPT advise on strategy / write a few letters to the adjuster.
The letters are perfect. They make every argument correctly. You're already counting your settlement chickens, but then a plot twist: you get no offer, or maybe best case a low offer.
The problem isn't "bad AI" — it's that your case won't settle unless the insurance co fears losing even more money at trial. The only thing that moves the needle is the threat of getting nuked at trial.
Your letter, no matter how perfectly written, is worthless without actual litigation teeth behind it. And adjusters can tell. An unrepresented claimant sending polished letters is still an unrepresented claimant.
Insurance company logic: What's this person going to do if we don't pay? Sue us? With what lawyer? I guess they'll have to go find one eventually. Cool — we'll wait.
"Fine," you say. "I'll use AI first and hire a lawyer later if they lowball me." But now you've already shown your hand. The adjuster sized you up months ago, anchored low, and the clock's been running on your statute of limitations. Your lawyer is now playing from behind on a case the insurance company already decided not to take seriously.
The adjuster isn't scared of a well-written letter. The adjuster is scared of a trial lawyer with a filed complaint.
That's it. That's the whole game.
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@DigitalSamIAm (also, this is such a fantastic take and pondering)
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@sciencegirl I started thinking through them and so many stuck out... but for some reason C&C RA sticks out the most. I spent many an hour building my armies to an enormous size and then walking over to the enemy base in bulk to a laggy screen and ending the entire mission in 90 seconds
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For those who used a computer between 1995 and 2001, what's the computer game from that time that sticks with you the most, and why
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@codyplof Does feeling worse about yourself when faced with hard data of your workout failings fall into this camp?
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Be honest. Have your workout habits changed at all since using Claude code?
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Kirk Williams รีทวีตแล้ว
Breaking News: The U.S. was responsible for a missile strike on an Iranian school, an ongoing military investigation found. The inquiry said the strike — which Iranian officials said killed at least 175 people — was the result of a targeting mistake. nyti.ms/47G2uw2
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@soundslikecanoe There is likely a massive market for someone like you who can walk into a business and vibe code this for them.
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Finally got to a point where we using our new vibe coded OS for all internal processes / client work.
We are ditching:
Notion
Frame
Google Docs
(parts of) Slack
Claude Skills
Zapier
Will soon be ditching:
Forecasting spreadsheets
Meta reporting apps
Only took two straight months of vibe coding and terrible sleep
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@JulienBek Sounds like you’d be impressed by what @TaylorHoliday is building
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@binghott heh, I just wrote an article about branded search. zatomarketing.com/blog/why-perfe…
My take is somewhere between: "branded search is valuable" and "it's only artificially inflating metrics". I think both sides are a ditch TBH.
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Waaaaay too many advertisers still treating branded search like it's actually valuable and not just artificially inflating their metrics.
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My son just bought a Lego with his allowance money and asked me about sales tax
I told him “every time we buy something we have to give the government a little bit of money”
He looked at me like I was insane
And it does sound that way when you say it out loud…
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@ppcClickShark I’d love it if a third party actually got some traction in the states. Prob won’t happen, but one can hope. There’s talk that an independent has a chance in MT all of a sudden with all the shake ups we’ve had here.
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@PPCKirk @SarcasmStardust the mid-term elections will be telling. if republicans lose control of congress i suppose folks are waking up to the reality that the president's interests are not necessarily aligned with their own, as they believed when voting him into office.
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Hey guys. I hate to be the bearer of bad news but, Trump didn’t change. I keep seeing people say “I didn’t change, Trump did”. And, no. Trump has always been an obvious conman. His entire life. It’s never been unclear, it has never been hard to see, it has never been a mystery. Y’all need to just accept that you fell for an obvious con from an obvious conman. Just own it.
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I'm glad people are questioning Trump but I also think if you're doing this now, you really need to have a serious look at why the tools you have for evaluating people and decision making are so poor.
If you are this easy to fool, you are falling for something else.
Ginny Robinson@ImGinnyRobinson
Donald Trump could’ve been the greatest leader of all time, and instead he chose this.
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@ppcClickShark @SarcasmStardust One of the stories Esper tells in his book is how they had to talk Trump down from sending random missiles into Mexico. Part of what I’m saying is, the same people who rightfully question the media and dig for answers seem to believe him without question. Logically inconsistent
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@ppcClickShark @SarcasmStardust On 1 hand, sure. But I think we have a responsibility to look beyond what a (any) politician claims in public and look to their broader character and choices. Any digging into Trump’s character shows him as someone who is deeply distrustful and always Trump-first (not USA first).
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