Google exec addresses advertisers’ automation concerns

by | Feb 2, 2024 | Digital Marketing, Google, Google Ads, Paid social, PPC

In a recent update, Google introduced several AI-driven enhancements for its Responsive Search Ads (RSAs) with the aim of streamlining ad creation and improving return on investment. However, some advertisers have raised concerns about Google’s increasing reliance on automation, emphasizing the need for the option to opt out of automated processes. Greg Finn, Director of Marketing for Cypress North, stressed the importance of having manual control over automation to avoid potential detrimental effects on campaign performance and data insight capabilities.

PPC consultant Peter Bowen echoed similar sentiments, emphasizing the importance of giving advertisers more control to achieve optimal results. While acknowledging the potential benefits of automation, Bowen highlighted the risks associated with automation operating without clear advertiser-defined constraints, particularly in the case of RSA updates.

Anthony Higman, CEO of online advertising agency Adsquire, expressed his apprehensions about RSAs, noting their use of AI for determining ad copy variations. He emphasized the lack of control for advertisers in addressing or preventing issues, highlighting his concerns about the overall quality of Google Ads’ automated features.

In response to these concerns, Sylvanus Bent, Group Product Manager, Search Ads, Google, advocated for a synergistic approach involving both human expertise and AI for optimal campaign results. He emphasized Google’s commitment to providing advertisers with the tools they need to stay in control from campaign creation to AI-powered reporting and optimization recommendations.

Bent further advised advertisers to follow best practice guidelines and leverage AI-powered tools to optimize the quality of their RSAs for maximum results. Sundar Pichai, CEO of Alphabet, acknowledged the pivotal role played by AI in Google’s success and expressed optimism about the future of automation. Despite concerns from some advertisers, Bent reassured the advertising community of Google’s commitment to further investment in AI and encouraged feedback to refine offerings based on valuable insights from advertisers.

In conclusion, Google’s recent AI-driven updates to RSAs have sparked concerns among some advertisers about the increasing reliance on automation. While Google emphasizes the benefits of AI, advertisers are advocating for the option to opt out of automated processes and have greater control over their campaigns. Moving forward, it is essential for Google to strike a balance between automation and manual control to address the concerns and ensure the success of its advertising community.

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