Google Ads Continues March Towards Automation

With the release of "Your guide to search ads automation" Google Ads continues march towards fully automated accounts.

Google Ads recently released materials titled “Your guide to search ads automation” with the goal of helping users get more results for less effort.  This has been a recurring theme with Google over the last year and a half.  They would love for advertisers to give up control of their accounts so that spend can be maximized under the guise of machine learning driven strategies and account optimization.

My words to the wise here are that advertiser incentives and Google (Alphabet) incentives are not aligned.  Advertisers want to maximize results and minimize their spend while Google Ads is incentivized for advertiser spend to be as high as possible.  My experience with Google optimization suggestions and automations is that they do not necessarily increase performance but always increase cost.

Retain as much control over you ad accounts for as long as you can, deal with increased opacity in reporting, and use common sense when making updates to your account.
Google Ads Continues March Towards Automation
Written by Erik Sunset

Written by Erik Sunset

Erik is the owner and operator of Sunset Marketing Works. Click to learn more about the author.

Stay Informed

More B2B Marketing Content

Getting Started with Google Ads for SMBs
Ungated Assets #4 - How Video has Impacted Leads and Sales
How to Set a B2B PPC Budget
Scroll to Top