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Is Google Going Too Far with Automation?


These days, Google seems to be running with “the more automation, the merrier” kind of attitude. Along with the latest roll out of the new interface for Google AdWords (or should we say “Google Ads”), came Responsive Search Ads. Responsive Search Ads are a new way of writing an ad, in which the user submits multiple variants of their headline and multiple variants of their description. Thus, Google creates what they think will be the best serving ads. Sounds great, right?

Well, Google – we hate to break it to you, but it seems many marketers agree: we’re being forced to use automation we didn’t really ask for.

For months, Google has been pushing more towards an automated way of running paid campaigns, with newly-automated this and newly-automated that. But, the consensus is that marketers want to remain in charge of what happens with their campaigns. We agree, automation can be helpful in small doses; but on a grander scale, it’s best to let us make the decisions for our clients.

 

Why is This New Rollout Getting Pushback?

For starters, when using RSAs, you must structure your ads a certain way, like placing the product or brand name in the FIRST headline to make sure it always appears. It’s easy to end up with an ad that’s missing critical information or doesn’t really make sense, since the manager is not putting the ad together – a machine is.

Second, we’re unable to get the same data that our older ad format provided – this being the data that we use to monitor and make decisions about how to run our account. These new ad formats don’t share the same information we’ve grown so accustomed to, like ad types being served (native, display, responsive, text), the combinations of ad type, headline, images, and copy that are resonating well with our users and bringing in conversions. So, what do we want? Transparency! When do we want it? Now!

Tim Daly, chief executive officer at Vincodo, also shared his skepticism toward the automation: “A black box running on AI cannot accommodate for qualitative factors,” he said. “It can only accommodate for quantitative factors.”

 

If You Can’t Beat ‘Em, Join ‘Em.

At Tandem, we know we can’t pushback too hard against The Almighty Google, so we have a solution: our PPC marketers allow AI to help run our accounts, while we oversee and provide that creative, personal touch that a machine will never have.