The future of PPC: 4 guides from Google that tell us everything

The future of PPC: 4 guides from Google that tell us everything

As a child, my favorite puzzles were the Sherlock Holmes novels by Sir Arthur Conan Doyle.

They all had great quotes, but one of my favorites was from baskerville dog When Holmes said to Watson:

“The world is full of obvious things that by no means anyone notices.”

I want to think that if Sir Doyle was alive today as a digital marketer in paid search, he might paraphrase this quote to say something more like: “Google always leaves a series of breadcrumbs, straight into the future of PPC, if you take it’s time to search.”

I recently decided to take a look, and the results I found were amazing.

I’ve come across more breadcrumbs than I can count, and many of them have led to different places.

However, a core group revealed a clear picture of what’s to come for the PPC industry.

Idea 1: A new experience for scripts in Google Ads

Google Ads scripts have been around for almost as long as the platform itself.

However, ask those around you, and you might be hard-pressed to find someone who has used scripts consistently in PPC campaigns or anyone who has ever used any of them.

Google wants that to change.

Google Ads Scripts Experience Version 2 has officially launched, and it’s a big step forward by Google to bring this feature to the fore and support its use with a powerful information and training portal.

What it tells us: With Google pushing towards automation, it’s essential to understand that continuing to ride isn’t an option.

It has become a necessity.

When launching, improving, and maintaining campaign performance while scaling budgets, it becomes increasingly difficult to stay on top of everything without some help.

With this new offering, Google is making a clear statement of the future of PPC, both near and far.

There will be a growing interest in automating PPC campaign business, and Google Scripts is here for you.

Idea 2: spectator acquisition

Looker is a business intelligence (BI) tool used to graph, graph, and display data so you can both recognize and act on problems and opportunities.

This app falls in the same category as Tableau and Power BI from Microsoft.

Three years ago, Google acquired Looker for $2.6 billion.

This acquisition completed the marketing channel user interface for the data display flow that Google so desperately needed.

Google had already created Big Query years ago, which allowed it to own the data warehouse part of the data pipeline, but they still missed the BI part.

The acquisition of Looker has enabled Google to offer a full suite of data tools, from start to finish, to its users.

Users no longer need to venture outside the Google ecosystem to acquire the necessary platforms and applications to run a marketing service with comprehensive management.

What it tells usDealing with structured data and larger data sets that live outside the marketing channel user interface will be the norm for digital marketers.

As a PPC manager, you may not have to become a certified data and analytics expert, but you should be comfortable updating data sets, managing your campaign, and processing data within your chosen BI application.

Guide 3: Broad Match and Responsive Ad Expansion

Is it just me, or is Google trying to push their “broad match” bid strategy and the option to set up a “responsive” ad every chance they get?

When you add keywords to a new campaign, you’ll get a strict disclaimer if you don’t specify your keywords as a broad match.

Or how about a red text status warning when displaying campaign keywords?

You think something is wrong, but it’s just a “warning” that you can get more conversions if you choose broad-matched keywords for your ad group.

Then you have to deal with advertising campaigns!

When you set up a new display campaign, Google hides the standard display ad option and forces you to create a responsive display ad.

What it tells us: The “suggestions” that Google recommends (and which Google always relinquishes more control) have been around for more than a decade.

All I have to do is point to the expanded text ads to show you how it all ends.

Google will have more control over our campaigns that Google will do just about everything from setting up the campaign to writing ads and choosing a bid strategy.

Idea 4: Google Glasses Announced at I/O 2022

The long-awaited return of “Google Glasses” (officially known as Proto 29) was announced at the annual Google I/O event with a great video presentation.

While the video was relatively light on details, it certainly got people talking about potential use cases, namely the glasses’ ability to translate foreign languages.

What it tells us: Things change, and always will be.

If you were hoping to become an expert in all of your advertising software and marketing tactics, and then used those skills for the rest of your career, you would be very disappointed.

Once Google Glass is released and widely adopted, we’ll need to learn and create campaigns for an entirely new ad platform.

Not only that, but if you thought Google just released this video to brag about a niche product that won’t go viral, you have something else coming.

This was the digital equivalent of Google planting a flag and saying, “This market share is ours, and it’s going to be big!”

So you have two options.

You can bury your head in the sand and hope that you will never have to use this groundbreaking technology in your PPC business.

Or you can look at this as an opportunity, set a Google alert for any news related to Google Glasses, and then start learning everything you can to become a leader in this new field.

Idea 5: “Auto-generated assets” beta feature

Seamlessly sandwiched between the “Biddings” and “Start and End Dates” tabs in the campaign menu, you’ll see the biggest clue to the future of PPC.

Google states that the “auto-generated assets” feature:

“…will allow Google to help you create headlines, descriptions and other assets using your content from your landing page, domain and ads. Google will provide you with automated tools to customize your assets based on the relevance of your keywords. This may improve ad relevance and performance.”

What it tells us: If you read the statement closely, you will realize that this one feature changes everything.

With just one feature, Google can, in theory, find relevant keywords to bid for your business, generate titles and descriptions for search ads, and direct the ads to a relevant landing page.

If you haven’t noticed, these actions make up the lion’s share of what a PPC manager creates on a daily basis and will fundamentally change what he or she does as a marketing professional.

PPC future

So what does all this mean, and how will it affect the day-to-day job duties of PPC marketers?

Data tracking and analysis

If you haven’t already noticed in your day-to-day work, making sure your data is highlighted, tracked, sorted, and plotted is a huge part of the job.

This will become a more important part of your day as these elements become more complex and clean data becomes king.

You may not need to become a fully qualified data scientist, but you will definitely need to learn how to collect and process data in the future.

Manage systems that manage campaigns

The PPC campaign’s live ‘jacket pull’ days have been numbered.

We may set up and manage systems and machines that “pull” cranes for us.

From writing JavaScript code that runs on thousands of input data points to designing a proprietary application on Google Glasses, indirect campaign management seems likely.

Work automation will become the work

There is no doubt that automating more of the tasks we perform now will be vital to the future of PPC.

The new Google Script experience is all about automation, but you know it can be serious work to drive automation if you’ve ever written a script.

With Auto-generated Assets it is strikingly clear that playing a larger role in setting up the main website to contain the optimal components used by Google in an automated manner will be essential.

This may not be the role you have selected to play, but it may just be the role you need to play in the future of PPC.

the end (and the beginning)

I may be right in all of these expectations, some or none at all.

But if nothing else, and if history is any guide, the role of a PPC manager in 10 years will look different than the one we all play now.

Just keep your eyes open for all the clues Google provides and you’ll stay ahead of the curve.

More resources:

Featured image: New Africa / Shutterstock

2022-05-25 11:45:27

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