Navigating the intricate landscape of Google Ads has become a critical task for marketers, especially as the platform evolves and introduces new features. A recent discussion between two seasoned Google Ads experts, Ben Kruger and Anthony Higman, during the SMX Advanced conference, ignited a debate on the merits of following Google’s recommendations versus adopting a more customized approach. Their insights reveal a deeper understanding of the challenges and opportunities that come with Google’s latest tools, particularly Performance Max (PMax).
Kruger, advocating for the adoption of PMax, emphasized its integral role in Google’s future strategy. He noted that all indications point to PMax as the centerpiece of Google’s advertising ecosystem. As he stated, “If you’re not learning and mastering the newest thing that Google is clearly pushing, then you’re potentially gonna get left behind.” This perspective aligns with ongoing industry trends that suggest AI-driven insights can unlock significant growth opportunities across multiple channels.
On the contrary, Higman raised valid concerns about PMax, especially for non-ecommerce brands. He cautioned against the blind adoption of new tools simply because they are being promoted. “The more people that adopt PMax because of Google’s push for the new shiny object, the more they make it easier to deprecate certain things,” he argued. This assertion highlights a critical tension in digital marketing: the balance between leveraging automation and maintaining transparency and control over ad spend.
The debate extended into the realm of match types, where Kruger expressed a preference for broad match, asserting that it adapts better to the evolving nature of search queries, which are becoming increasingly unique and conversational. He noted, “With a growth mindset, it’s gonna find you new keywords,” leveraging Google’s AI capabilities to capture long-tail queries effectively. In stark contrast, Higman advocated for exact match, emphasizing the control it affords advertisers and the precision it brings to targeting.
Automation versus control emerged as another major theme. Kruger maintained that performance should drive strategy, stating, “That’s all that matters to me, and I’m gonna use the best tools available to get the performance and the growth.” He views automation as a necessary component for scaling performance. Higman, however, took a firm stance on maintaining control, suggesting that increased reliance on automation could lead to unpredictable results, especially as privacy legislation continues to evolve.
Both experts also tackled the subject of Responsive Search Ads (RSAs). Kruger maximizes the potential of RSAs by fully utilizing all available assets to optimize performance. In contrast, Higman expressed skepticism, asserting that traditional Expanded Text Ads (ETAs) still outperform RSAs significantly. This divergence highlights the ongoing debate about the effectiveness of automated solutions versus more manual, controlled strategies.
The discussion underscored an essential takeaway: the best approach to Google Ads is not one-size-fits-all. Advertisers must evaluate their specific goals, budgets, and capacity for growth when deciding whether to embrace Google’s automated features or maintain tighter control over their campaigns. As the digital landscape continues to evolve, marketers would do well to remain adaptable and informed, ready to pivot their strategies based on the latest developments and expert insights.
For those looking to dive deeper into this debate, the full session from SMX Advanced is available for viewing, providing a comprehensive look at the arguments presented by Kruger and Higman. Engaging with such expert discussions can provide valuable insights that help shape effective advertising strategies in an increasingly competitive environment.
In conclusion, as Google Ads continues to push toward automation, marketers must find a balance that aligns with their unique needs and objectives. The insights from Kruger and Higman not only illuminate the complexities of Google Ads but also serve as a reminder of the importance of critical thinking and adaptability in digital marketing.
