Mr. Jerry Dischler is Google's Vice President of search ads. In 2019, he referred to a 'Code Yellow' in an email, signaling a critical call to action for his team to accelerate revenue launches and extract additional revenue from advertisers to meet Wall Street earnings forecasts[1].
During a recent trial, he discussed Performance Max, clarifying that it is not a replacement for text or shopping ads[2]. He acknowledged that Google could raise search ad prices by 10 percent for some queries and affirmed that format pricing is one of the pricing mechanisms Google uses in search ads auctions[2].
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