- Aug 18, 2018
How Automation in Google Ads is beneficial for PPC Industry
As marketers and consultants get used to the new Google Ads which has replaced AdWords, there is fear among them that the upcoming automated system will threaten their careers. However, that's not true, as Google uses artificial intelligence in its ad system, people in the industry are likely to remain being valuable. Here's why:
Know your Customer and You will Thrive
As an agency you'll likely have a smaller customer base unlike a large corporation like Google. This is an advantage for your business because your customers have different needs that Google Ads cannot solve. As long as you know your customer and their changing needs, and you are able to create a unique solution for them, you will never go out of the business. As long as your solutions are different from what Google is offering, your customers will be willing to pay for it. The key is you need to build something that is different from the solution offered by Google Ads.Automation is Growing our Market
Even if most tasks involving PPC are automated, PPC consultants can still find roles that require a human touch. All of the automation updates announced by Google such as Smart Campaigns, Smart Shopping Campaigns, Automated bidding etc. are useful for new and small businesses that have limited understanding of advertising. They will benefit from Google's fully automated system as it helps them get more savvy.As they learn more and transition to become successful advertisers they would need better results than offered by Google's automated systems. Automation would actually help them understand the importance of search marketing. Once that happens, they are more likely to hire a professional agency which can provide them better results.
Custom Automation is what Clients Want
Agencies should plan to develop custom machine learning models that will help predict results based on different scenarios that each business faces. There are unique variables to any business that needs to be accounted for while predicting the probability of a conversion. Google's systems cannot undertake these individual factors while doing its analysis. Hence, agencies are in a position to develop these machine learning tools that can provide insights based on which the bids can be improved.Automation is Good, but Machine Learning is Overkill
As Google focuses on building complex machine learning solutions for advertisers, agency must realise that these problems can be solved using less complex scripts that are easier to create. The automation offered by Google can sometimes be complicated and thus a simple agency script may be able to offer a solution hassle-free.Conclusion
The PPC industry is constantly changing, and this change was expected to happen. However, it is on our hands to take advantage of these changes and make opportunities for ourselves that make us irreplaceable in the face of automation technology.Read more at martechtoday.com