For anyone who is running any Google Ad campaigns you will probably have seen the big shift in Google behaviour over the last couple of years.
Basically, they are encouraging you the customer, the marketer to get out of the way and let their AI take over!!
We’ll allocate your budget for you..
We’ll choose the copy for your adverts..
We’ll come review what you are doing, make recommendations for change and then to make life easy, we will even implement them automatically!
All of this is “cloaked” in a “your campaign results will improve“
This was the message I received today for one client campaign:
Unlock your account’s full potential
Opt in to automatically apply recommendations to help you reach your goals by applying the right recommendations at the right time.
We’re here to help you reach more of your marketing objectives
Our Google Ads team understands the dedication it takes for businesses like yours to succeed. That’s why you can automatically apply recommendations – which makes sure that you’ll never miss an opportunity to reach potential customers by regularly applying tailored recommendations to your account.
They understand the “dedication” it takes for businesses like yours to succeed – really??!!
and…that’s why you can automatically apply recommendations….I love the logic!!!!
Press “yes” at your peril, because before you know it, you won’t know whether you are coming or going, your adverts will be applied randomly and the only certain thing will be the amount you are spending, and certainly not how you are spending it.
Our advice is
- understand your objectives
- understand how each of the Google features work
- carefully apply these, in full knowledge of what you are doing and why
- stay in total control of your messages and budgets
- review your results carefully and adjust campaigns accordingly
Along with your SEO work, Google Ads are a brilliant, powerful way to generate excellent leads for your business, but please please stay in control.
We don’t want to hand even more control to Mr. Google!
If you need us to help you, you know where we are…
Greg
Greg Canty is a partner of Fuzion Communications and he heads up the digital department, providing web optimisation and Google Ads services to clients.
