Google Ads is making a bold move by inviting select customers to join its Advisors Community, giving them the chance to directly influence the development of its products and services. This customer-centric approach could potentially shape the future of digital advertising, and advertisers have been eagerly awaiting such an opportunity.
Many advertisers have expressed frustration with updates to Google products that have not been effective in helping them achieve their advertising goals. They have often requested to be part of the discussion before updates are launched, and it seems that Google Ads has taken note. The Advisors Community could be the answer to their long-running concerns.
So, what exactly does being a member of the Advisors Community entail? Members are asked to provide brief monthly feedback through surveys that take around five minutes each. This feedback can have a direct impact on unreleased products, allowing advertisers to shape the direction of Google Ads. Additionally, members receive quarterly updates on how their feedback has been used, giving them a sense of involvement and transparency in the process.
By involving customers early in the development process, Google Ads aims to better align its tools with user needs. This move is crucial for Google as it seeks to maintain its dominance in the highly competitive ad tech space. By listening to its customers and incorporating their feedback, Google can ensure that its products are tailored to meet the evolving needs of advertisers.
One notable response to this invitation came from Google Ads Consultant Boris Beceric. He welcomed the opportunity to have a more direct way of giving feedback to Google. Beceric acknowledged that Google does listen to its customers, as seen in the improvements made to control and reporting for Performance Max. However, he also expressed frustration with certain aspects of Google Ads that remain opaque for no apparent reason. Beceric believes that taking advantage of opportunities like the Advisors Community is a more effective way to influence change than simply criticizing on social media.
It will be interesting to see how much weight Google puts on user feedback and whether this engagement with customers leads to tangible improvements in Google Ads products. Advertisers will undoubtedly be watching closely to see if their concerns are being addressed and if Google is truly committed to creating a more effective and user-friendly advertising platform.
For those who are interested in joining the Advisors Community, keep an eye on your inbox for the invitation. You’ll need to fill out a quick and confidential questionnaire via third-party provider Alida. This is your chance to have a say in the future of digital advertising and make a direct impact on the tools you use every day.
In conclusion, Google Ads’ invitation to select advertisers to join its Advisors Community is a significant step towards more customer-centric product development. By involving customers early and giving them a platform to provide feedback, Google aims to shape the future of digital advertising in a way that meets the needs and desires of advertisers. This move is crucial for Google as it seeks to maintain its dominance in the competitive ad tech space. Advertisers are eagerly awaiting the opportunity to join the Advisors Community and have a direct influence on the tools they rely on for their advertising campaigns.
