4 Clues From Google That Tell Us Everything

When I was a kid, my favorite mysteries were the Sherlock Holmes novels by Sir Arthur Conan Doyle.

They all had their best quotes, but one of my favorites was the Hound of the Baskervilles When Holmes tells Watson:

“The world is full of obvious things that no one ever sees by chance.”

I’d like to think that if Sir Doyle were alive as a digital marketer in paid search today, he could have repeated this quote to say something else: “Google always leaves a trail of breadcrumbs, straight from PPC’s.” As for the future, if you take the time to look now.”

I recently decided to take a look, and the results I got were eye-opening.

More breadcrumbs appeared in front of me than I could count, and took many of them to different places.

However, a core group revealed a clear picture of what is to come. PPC Industry,

Clue 1: The New Google Ads Script Experience

Scripts for Google Ads are almost as long as the platform itself.

Ask around, though, and you might be hard pressed to find someone who has used scripts consistently in their PPC campaigns or anyone who has ever used any of them.

Google wants that to change.

Version 2 of the Google Ads Scripts Experience has officially launched, and it is a big step by Google to bring this feature to the forefront and support its use with a robust information and training portal.

What this tells us: With Google’s push toward automation, it’s imperative to understand that going along for the ride is not an option.

It is becoming a necessity.

As you increase the budget, it is becoming increasingly challenging to stay on top of everything without support while launching, optimizing and maintaining campaign performance.

With this new offering, Google makes a clear statement for the future of PPC both near and far.

There will be a greater focus on automating your PPC campaign work, and google script Here it is for you.

Clue 2: Acquisition of the Beholder

Observer is a business intelligence (BI) tool used to display charts, graphs and data so that you can identify and act on problems and opportunities alike.

This app falls in the same category as Microsoft’s Tableau and Power BI.

Google bought Looker three years ago for $2.6 billion.

This acquisition completed the marketing channel UI for the data presentation pipeline that Google desperately needed.

Google had built Big Query years ago, which allowed them to own the data warehouse portion of the data pipeline, but they were still missing the BI part.

The acquisition of Looker enabled Google to offer its users a full suite of end-to-end data tools.

Users no longer need to venture outside the Google ecosystem to obtain the necessary platforms and applications to run a marketing service with end-to-end management.

What does this tell us: Structured data living outside the marketing channel UI and dealing with large datasets would be ideal for digital marketers.

As a PPC manager, you don’t need to be a certified data and analytics specialist, but you do need to be comfortable with updating data sets, managing your campaign, and manipulating data inside your chosen BI application.

Clue 3: Broad Match and Reactive Ad Detail

Is it just me, or does Google try to push the “broad match” bid strategy and “responsive” ad setup option at every opportunity?

When adding keywords to a new campaign, you will receive a strict disclaimer if you do not specify your keywords as broad match.

Or what about a red text status alert when viewing campaign keywords?

You might think something is wrong, but this is just a “warning” that you may get more conversions if you choose the keyword “broad match” for your ad set.

Then you have to deal with display campaigns!

When setting up a new display campaign, Google hides the standard display ad option and forces you to create a responsive display ad.

What does this tell us: “suggestions” Google recommends (which always gives Google more control) has been around for over a decade.

And I only have to point to the expanded text ads to show how it all ends.

Google will have more control over our campaigns to the point where Google will do almost everything from campaign setup to ad copywriting and bid strategy selection.

Clue 4: Google Glasses Announced at I/O 2022

The long-awaited return of “Google Glasses” (officially named Proto 29) was announced at the annual Google I/O event with a clever video presentation.

While the video was relatively light on specifications, it certainly got people talking about potential use cases, namely the glasses’ ability to translate foreign languages.

What it tells us: Things are changing, and they always will be.

If you were all hoping to become an expert in advertising software and marketing strategy and then coast on those skills for the rest of your career, you will be sorely disappointed.

Once “Google Glasses” is released and widely adopted, we will need to learn and build campaigns for an entirely new advertising platform.

Not only that, but if you thought Google just released this video to brag about a niche product that’s never going to take hold in a big way, you have another thing coming.

It was the digital equivalent of flagging Google and saying, “This market share is ours, and it’s going to get bigger!”

So, you have two options.

You can bury your head in the sand and hop on a shooting star that you never have to use this phenomenal technology for your PPC work.

Or, you can see this as an opportunity, set up Google Alerts for any news related to Google Glasses, and then start learning everything you can to become a leader in this new field. can.

Clue 5: “Automatically Created Assets” Beta Feature

Intuitively located between the “Biding” and “Start and End Dates” tabs in the campaign menu, you’ll see the biggest clue to the future of PPC.

Google Explains that the “Automatically Created Assets” feature:

“… will allow Google to help you generate titles, descriptions and other assets using your content from your landing pages, domains and ads. Google will allow you to optimize your properties based on relevance to your keywords.” This can improve ad relevance and performance.”

What does this tell us: If you will read the statement closely, you will find that this one feature changes everything.

With just one feature, Google can, theoretically, find relevant keywords for your business to bid on, create titles and descriptions for search ads, and point ads to relevant landing pages.

If you haven’t noticed, those tasks make up the bulk of what a PPC manager does on a daily basis and will dramatically change what they fundamentally do as a marketing professional.

future of ppc

So, what does this mean, and how will it affect the daily work duties of PPC marketers?

Data tracking and analysis

If you haven’t already noticed in your day-to-day work, making sure data is tagged, tracked, sorted, and graphed is a big part of the task. .

This will become an increasingly important part of your day as these elements become more complex and clean data becomes king.

You may not need to become full grown data scientistBut you will definitely have to learn how to collect and manipulate the data in the future.

Management of systems that manage campaigns

The days of a straight “lever pull” of a PPC campaign are numbered.

Maybe we are setting up and managing the systems and machines that “pull” the levers for us.

There is potential for indirect management of campaigns, from writing JavaScript code that runs based on thousands of input data points to designing a specialized app on Google Glasses.

Automating the task will become the task

There is no doubt that automating much of the work we do now will be critical to the future of PPC.

The New Google Scripts Experience Is All About Automation, But You Know It Can Be Serious Work drive automation Have you ever written a script?

With the “automatically created assets” feature, it seems abundantly clear that it will be necessary for Google to play a bigger role in setting up the core website to include the optimal components to use in an automated way.

It may not be the role you have set out to play, but it may just be the role you need to play in the future of PPC.

End (and Beginning)

I may be right about all of these predictions, some or none of them at all.

But if nothing else, and if history is any guide, then in 10 years the role of PPC manager will look different from the role we all play now.

Just keep your eyes peeled for all the clues Google provides and you will be ahead of the curve.

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Featured Image: New Africa / Shutterstock

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