Last week, an unspecified number of Google advertisers received emails from Google announcing a new pilot program in which Google Ads Experts impart their “expert knowledge from our experience optimizing over 800,000 Google Ads accounts” to alter the fine-tuned details of active Google Ads campaigns.
The email from Google stated, “We’ll focus on your campaigns, so you can focus on your business” and continued by explaining Google Ads experts will be “identifying key changes that can help you get more out of your ads.”
Caution: If You Receive This Email, You MUST OPT OUT To Keep Google Ads Experts From Meddling
Recipients receiving the Google Ads Experts notification email have seven days to opt out of Google’s new complimentary service. Advertisers who do not opt out will shortly have Google working “behind the scenes to ensure the right features are being activated at the right moment.” According to Google, this can include:
- Restructuring ad groups
- Modifying keywords
- Adjusting bids
- Updating ad text
- Setup and activation of advanced features
Ginny Marvin of Search Engine Land noted advertisers supported by Google Ads Experts will be notified by email if their campaigns are optimized, and Google may provide refunds if changes negatively impact campaign performance.
Google Doesn’t Promise Results, But They Do Promise Your Budget Won’t Go Up
The disclaimer on the Google Ads Experts support email states “Google doesn’t guarantee or promise any particular results from implementing these changes, including impact on your campaign performance or spend.” In fact, within the disclaimer, Google recommends advertisers monitor their accounts regularly and suggests advertisers may still need to make campaign adjustments.
Google’s Win May Not Match Your Win
Before making a decision about who should manage your campaign, it’s important to understand that Google Ads Experts may not know your campaign objectives or have the ability to visualize the KPIs that matter most to your brand. And this could negatively impact your Google Ads campaign performance. For example, if sales are your goal but click is the last milestone Google experts can see, your campaign will not be optimized correctly by Google. Instead of optimizing to get more sales, Google experts will optimize your campaign to achieve more clicks. If your click-to-sale conversion rate is 100%, those optimizations will work for you. If that’s not the case, Google Ads Experts may inadvertently boost traffic with a low propensity to convert.
Paid search, like all digital marketing, is not meant to run on auto-pilot. Despite all the AI-based automation that has been introduced over the past few years, at Digital Media Solutions, we see the best performance within Google search campaigns that are closely monitored and frequently optimized by humans who possess the essential data to make smart, campaign-based decisions.
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