Over the last 12+ months, Google’s platform changes spotlight an important shift in digital advertising. The integration of AI and automated features creates a deceptive simplicity for PPC advertising that demands closer examination. Machine learning, automation, consolidation and now AI – this terminology been pushed regularly by Google reps to both advertisers and agencies. But are we sleepwalking into a trap where we’re handing over too much control? What’s the best approach for advertisers and clients?
The “dumbing down” of AdWords and now Google Ads has been a trend over many years. This direction isn’t something new. We’ve seen features slowly removed and certain felt a loss of control in certain areas of accounts – data removal in some reports, as an example, is particularly frustrating. In doing so, more businesses can access the advertising platform through streamlined processes and automated campaign management. These developments appear beneficial on the surface to less experienced users and mask significant challenges for advertisers.
We must keep in mind Google’s motivations. The platform’s evolution serves Google’s commercial interests by expanding their advertiser base. By reducing technical barriers, they’ve created an environment where anyone can seemingly participate, regardless of their expertise level. However, this democratisation of access brings specific risks. We’ve seen time and time again over the years instances where clients have wasted a lot of money very quickly using Google Ads. More so with simplified, entry level tools like AdWords express.
Automated systems require strategic oversight and careful configuration to perform effectively. What inexperienced users don’t realise is that AI within Google Ads operates within parameters set by Google, potentially favouring higher ad costs over client objectives. Examples like Performance Max exemplifies these challenges. Many organisations implement this campaign type without proper optimisation or alignment with their business goals. We’ve seen these campaign types be used more like a business slot machine rather than being utilised strategically and effectively.
The cold hard truth is that if it’s so easy to achieve good results then why isn’t everyone doing it? The effectiveness of AI-driven or automated campaign types depends heavily on initial setup, strong data and ongoing strategic management. Successful PPC campaign management requires:
- Configuring campaign parameters to match specific business objectives
- Monitoring and adjusting automated systems based on performance data
- Maintaining control over budgets and spending patterns
- Applying strategic insights to guide AI decision-making
And that’s just the start!
AI and automated features should not be ignored. New strategies, account structures and techniques should be explored to always get the very best results. The transformation of Google Ads reflects broader changes in digital marketing. Agencies and clients must expand their horizons in order to stay relevant and competitive. Nevertheless, while automation offers advantages, it requires careful implementation and strategic oversight to deliver meaningful results. The future of Google Ads combines human strategy with machine execution. Success depends on understanding this relationship and applying it effectively to achieve business objectives.
If you’d like to learn more about AI or automation within Google Ads, please get in touch with our team.