Addressing Advertisers’ Automation Concerns: Insights from a Google Executive
In the ever-evolving world of digital advertising, automation has become a hot topic. Google, as one of the leading players in the industry, has been making strides in incorporating artificial intelligence (AI) and automation into its advertising platform. However, not all advertisers are on board with this direction. They have concerns about the lack of control and potential negative effects on their campaigns. In this article, we will explore the perspectives of advertisers and insights shared by a Google executive on this issue.
Greg Finn, Director of Marketing for Cypress North, believes that while automation can be a helpful tool, advertisers should have the choice to opt out. He argues that auto-applied recommendations can sometimes do more harm than good, as they may raise bids too high for specific industries. Advertisers value knowing where their money is being spent and having full control over their campaigns. Finn also highlights the issue of bad automation, where advertisers are unable to opt out of features that may not work well for their specific needs.
Peter Bowen, a PPC consultant, agrees with Finn’s perspective. He supports the concept of automation but emphasizes the importance of advertisers having more control to achieve optimal results. He points out that automation without clear advertiser-defined constraints can be risky. While automation saves labor, it should operate under a set of rules to ensure its effectiveness.
Anthony Higman, CEO of online advertising agency Adsquire, expresses concerns specifically regarding Responsive Search Ads (RSAs). He believes that there are more nuances to advertising than what AI can understand, and bad data or Google’s current goals can skew metrics. Higman shares an example where an AI error negatively affected ad copy, highlighting the lack of control for advertisers in addressing or preventing such issues. He concludes by stating that he doesn’t entirely trust the machine and that the current system needs to be addressed by Google.
In response to these concerns, Sylvanus Bent, Group Product Manager, Search Ads at Google, clarifies that AI should not replace human expertise but should work in synergy with it. He emphasizes that advertisers can guide AI to drive the best results by providing inputs and utilizing AI-powered reporting, insights, and optimization recommendations. Bent assures advertisers that Google is committed to providing them with the tools they need to stay in control.
Bent advises advertisers to follow Google’s best practice guidelines to enhance the quality of their RSAs. Features like Ad Strength can optimize campaigns, leading to an average increase in conversions. The use of unique headlines and leveraging AI-powered tools can tailor ads more closely to match potential customers’ search queries.
While some advertisers remain wary of full automation, Sundar Pichai, CEO of Alphabet, highlights the positive influence of AI on Google’s search revenue. He expresses optimism about the future of automation. Bent reiterates that the majority of Google’s advertisers already embrace AI, and Google is committed to further investment in this area. He encourages the advertising community to voice their concerns and provide feedback, as Google values collaboration and aims to refine its offerings based on valuable insights from advertisers.
In conclusion, the issue of automation in advertising is a complex one. While some advertisers have concerns about the lack of control and potential negative effects, others see the benefits of AI and automation. Google acknowledges these concerns and aims to strike a balance between automation and human expertise. By listening to advertiser feedback and providing tools for control and optimization, Google hopes to improve advertiser results and simplify campaign management. The future of automation in advertising remains uncertain, but collaboration between advertisers and platforms like Google will be essential in shaping its direction.
