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The Future of Google Ads (AdWords) is Automation!

The Future of Google Ads (AdWords) is Automation!

Darren Taylor: Over the last
number of years, Google have done a number of things to
try and automate Google Ads. These can be things from optimizing
your text ads to bidding. There are so many things Google
have done to automate campaigns, but have they gone too far
or are they going too far? What is the future of Google
Ads in terms of automation and how much can an account manager
looking after a PPC campaign? What influence can they have on the automation process
in the long term future? It’s a big issue, it’s something
that’s come up a lot recently. Let’s get into it. Hey there guys. Darren Taylor of
thebigmarketer.co.uk here. My job is to teach you all
about digital marketing. If that’s up your
streets, you should consider subscribing to my channel. In this video, we’re looking
at the future of Google Ads. Now, it’s a topic I’ve spoken
about before, but I think it makes sense to revisit it because of
recent news regarding Google Ads. For those of you who
don’t know, Google recently sent out a communication to pretty much all Google Ads users
saying that they, in terms of them, Google, will actually go ahead into your campaigns and
start making changes to optimize your campaigns for you
while you “work” on your business. There are a number of
different things and a number of different reasons why
this isn’t a good idea. Firstly, what? Google are going to go into my
account and touch my settings I’ve spent months and months
optimizing to get great performance for my campaigns
and they’re going to go in there and make changes and
not be accountable for them? Well, let’s say they’re going
to be accountable for them. They said if there’s any bad changes
that make a negative impact to your revenue, they’ll be
more than happy to give you a refund
but what’s the point? You know your campaigns. I know my campaigns better
than Google ever will at this moment in time anyway,
so why are they doing this? Well in the long term
Google know their biggest bet is automation; to lower the cost of running Google Ads as an operation, they
need to use automation. It’s really going to
help them increase their bottom line and hopefully increase the performance of our
campaigns, but it doesn’t look like the technology
can do that right now. However, I understand why
Google are doing this. We’ve seen over time that
Google’s traffic in terms of clicks going to Google
Ads is actually reducing, their revenues are coming
down, the popularity of the product is coming down
so they need to do something. We know Google have really
invested in automation and AI in different areas of their
business, especially across their parent company, Alphabet, in
different initiatives across those products and systems
as well, so it makes sense. They’re bringing automation
more aggressively to Google Ads and it’s something that’s going
to be good in the long run, but like anything, there’s
going to be some growing pains and at the moment this is the
only way they can get data. The only way they can get
data is essentially to get control of advertisers
accounts, start making changes, see the impact of
those changes, wash, rinse, repeat, keep doing it, and
then hopefully they get the results they want to
see and their algorithm and their improvements on
the back end make a big positive impact, but in that
short space of time they’ve been doing it, it’s not
the best for advertisers. In fact, this is actually an opt-out
system, so unless you explicitly opt out of this, when you
get the notification from Google, then guess what? You’re going to be included
in their little experiment and that’s not necessarily
something that you want. Be very aware when
you do get the e-mail and for the record
it looks like this. When you do see this e-mail then
you need to make sure you opt-out and don’t become part
of Google’s experiments unless you don’t mind and you’re okay to let your campaign become
a Guinea pig and you can go ahead and let Google and make the changes
they want to make to your campaign. Maybe there’ll be positive. Who knows? Look, I know for sure Google
are going to get this right. They’re going to get it right. They’re going to get
to a point where AI outperforms an account
manager easily, but until they get to that
point, it’s going to be painful and there will
be an intersection. There will be a point to where a
top-level PPC account manager will have its match met against Google
because Google’s algorithms will be so powerful and understand enough of
the business that they’re targeting to be able to make better changes
than the human account manager. I would never bet against
Google in a million years. I will never bet against them
because they’re too powerful. They will get to the
points that they need to. They always have, and I
think they always will. They’ve got to a
point that they’re so large and powerful
that they can do this. I think when it does happen, it will
shake up the PPC industry massively. I’ll make a prediction on
this, a small prediction. I think that in the next
eight years, PPC account management as we see it
today, will not exist. Some might say eight years is quite
a liberal prediction because in actual fact it could be a lot sooner
than that, but I think overall if you’re in the PPC
industry and you’re an account manager
and you’re looking after PPC campaigns, then think
about what Google are trying to do. It’s going to be something
that will impact your role in digital marketing
in the long term. Just keep that in the
back of your mind. I can imagine there are a ton of PPC agencies out there who
are pretty angry at Google right now because Google has a history of undercutting
their agencies. Sometimes Google goes straight to
the advertiser about PPC campaign changes instead of going through
the agency managing their campaigns. This has been a
long-standing problem with Google and I think it’s only going to get worse
because again, as I keep stressing Google need the data. They need the data set to experiment
on and they’re going to go for it. There’s nothing that’s going
to stop them from going for it. They’ve tried now, you can
opt-out, but I think over time we’ve seen more and more
automation come into Google Ads. I think it will continue. Guys, be prepared for a
massive shakeup in the PPC industry in the near
future because it’s coming. Google always wins. Thank you guys so much
for watching this video. If you liked it, please
leave me a like below. Let me know if you’ve
received one of those emails saying
Google are going to automate your entire PPC account in the background and let
me know in the comments whether you think
this is a good thing or a bad thing or
maybe let me know what you think the future
of the PPC agency model will be in
terms of Google Ads. More important than that,
don’t forget to subscribe, check out the other
content on my channel. I’ll see you guys on my next video.

7 thoughts on “The Future of Google Ads (AdWords) is Automation!

  1. Not seeing an 8 year prediction as conversations depends on IT tracking codes working in correlation with business needs

  2. Yeah seams like they'll get it right eventually. I think agencies will pivot and begin to focus more on conversion rate optimisation. There's also a conflict of interests between what advertisers want and Google's goal of increasing ad spend, that's where an agency steps in to balance things out. Wesley Parker spoke about this in a response to the threat of automation and it's effect on agencies.

    "Google has an obligation to its shareholders to keep growing profit and maximising the value of the average 3.5 billion searches per day, and this can be achieved in two ways: charging people more per click or showing ads in more searches.

    If advertisers are looking to grow their spend, traffic and conversion volume, their goals and Googles are aligned. However, if their goals are to maximise the number of sales they generate from a fixed budget, the role of the agency or in-house marketer will be crucial in order to minimise the effect of changes by Google that do not align with these goals."

    Wesley Parker – managing director of Clicteq

  3. Sir I have a doubt on Pay Per Click. We randomly see Ad clicking job. That is if we click some adds we receive money from job provider to our pay pall account. Isn't affect the advertiser (advertisement giving company/website). Because for every pay the advertiser makes payment to google. If we click on it, we get $.5 – $2 from add clicking job provider company. That company gets payment from the concerned website. That website gets money from the advertiser for the ad been clicked. But ultimately where advertiser gets benefit. Because we click ads for money. So we are not gonna buy or refer the website to any one. So how the advertiser benefits? Isn't the same as click fraud? ……. Please replay me I have this confusion for quite a long time.

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