We’re now all adjusting to the new interface of Google Ads. Change at what was formerly called AdWords is constant, and some of the biggest adaptations we’ll need to adjust to may still be in store.
Google keeps moving toward a more automated ad system under CEO Sundar Pichai, who says the future of Google is artificial intelligence.
As someone who builds PPC tools for a living, I’ve had to do some soul-searching to figure out if my work is likely to remain relevant in an industry that is seemingly moving toward full automation courtesy of the search engines.
The more I investigate automation features like Smart Shopping campaigns and changes to Google Ads like simplified targeting options for ads on mobile apps, I can’t help but come away encouraged that the work my team and other tool and script creators do will remain very valuable for a while to come.
For the many agencies and consultants who have questions about their future role in an industry dominated by automation, I’ll lay out some of my thoughts about our future prospects here.
Know your customer and you will thrive
One of the cool things about running a SaaS company is that I get to know a lot about my customers and their needs. One of the best lessons I learned when working at Google was that I’d have a good career as long as I stayed close to the customer.
[Read the full article on MarTech Today.]
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About The Author
Frederick (“Fred”) Vallaeys was one of the first 500 employees at Google where he spent 10 years building AdWords and teaching advertisers how to get the most out of it as the Google AdWords Evangelist.
Today he is the Cofounder of Optmyzr, an AdWords tool company focused on unique data insights, One-Click Optimizations™, advanced reporting to make account management more efficient, and Enhanced Scripts™ for AdWords. He stays up-to-speed with best practices through his work with SalesX, a search marketing agency focused on turning clicks into revenue. He is a frequent guest speaker at events where he inspires organizations to be more innovative and become better online marketers.