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.