I created this video to further explain my thoughts on the current state of google ads and how I think the platform will continue to evolve.

Marketers Ruin Everything

These are the immortal words of Gary Vaynerchuk uttered back in 2013. Now it is true that we marketers (myself included) do ruin everything we touch. In this video, I wanna talk to you about the so-called death of google ads along with where Google ads is heading and how marketers have ruined the platform.

The new Ios update the removal of multiple bidding strategies the removal of broad match modified keywords these are significant changes to the Google Ads platforms and they will be felt for years to come. For many the good old days of google ads being the wild west and having unlimited freedom is gone. But….. Is google ads really going to die….  the short answer is no provided it continues to produce money for advertisers it will live long into the future but it will continue to change. 

Google Ads As A Whole

First, let’s understand Google as a whole (https://ads.google.com/). Google ads is a business first and foremost and the number one goal of a business is to make as much money as humanly possible. Most of the users advertising on google aren’t advertising correctly and thus are losing money. This makes them stop using google ads. As you could imagine Google doesn’t appreciate this very much because it also loses them future revenue since these advertisers don’t continue to advertise on the platform. 

So What Is Google Supposed To Do?

Well, one answer is to make the platform easier to use. How do they do this you might ask? Easy let Google ai do the advertising for these advertisers since it’s way better at it than them in most cases. But in order for Google’s Ai to be fully operational and have the freedom to do what it needs to do to optimize the account, it needs access to as much data as possible (https://qz.com/2042493/pathways-google-is-developing-a-superintelligent-multipurpose-ai/). For that to occur you need broad match keywords and an automated bidding strategy as well as a sizeable budget. These are three things advertisers aren’t fond of handing over since it relinquishes control and spends their hard-earned advertising dollars. So google figures out a way to force their hand and does what Google does best and it changes the landscape and limits options to favor using their ai. And thus marketers have ruined another advertising platform

This change results in the removal of as many manual settings that advertisers could screw up as possible. This is why everything is being replaced by automated bidding strategies and why you see the loosening effects on exact match and phrase match keywords taking place. Think about it Exact match use to mean exact match now it’s not so much and phrase match has pretty replaced broad match modified. 

So Where Do We Go From Here?

As I predict Google will continue this trend of removing and automating features that benefit less skilled advertisers. Since it makes them more money. Fair play to them. But as the amount of users advertising on google grows the competition grows stiff and it really won’t matter how easy you make the platform the competition will always figure a way to get better and have an edge in the marketplace. And that’s why so many first-time advertisers get fed to the sharks the first time they advertise on google even though there promised it’s easy to use. Your gonna get hurt out there if you don’t know what you’re doing on any marketing platform. Because it doesn’t matter what platform you’re using you need to have a plan that is well thought out and hopefully has proven success behind it.

The Future

Now I have just told you what you need to know about the future of Google ads. Will the platform become easier to use yes, will it become harder for advertisers to make money also yes. But as the good advertiser, you are you’ll find a way around it like, better landing pages, better campaign setups, better tracking, and CRM integrations. 

I’ll leave you with this quote from Balthasar Gracian  “Everything is at its Acme; especially the art of making one’s way in the world. There is more required nowadays to make a single wise man than formerly to make Seven Sages, and more is needed nowadays to deal with a single person than was required with a whole people in former times.” Remember google ads is a difficult beast to master and it’s only going to get worse as the system evolves but if you prove yourself in this day and age you prove yourself amongst the absolute best to ever do it. 

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