Google has left us some useful clues about the future of PPC Market. Here are five predictions every PPC marketer should consider.
When I was a kid, my favorite mysteries were Sir Arthur Conan Doyle’s Sherlock Holmes novels. They all had their great quotes, but one of my favorite quotes came from The Hound of the Baskervilles when Holmes Watson said:
“The world is full of obvious things that no one casually observes.”
Digital Marketer In Paid Search And Future of PPC Market:
I imagine if Sir Doyle were alive today as a digital marketer in paid search, he could rephrase that quote to say something more like “Google always leaves a trail of breadcrumbs, straight into the future of PPC.”, take the time to look.
- Recently decided to look for it and the results I found were amazing.
- I came across more bread crumbs than I could count and many of them took them to different places.
- However, a core group presented a clear picture of what will happen to the PPC industry.
Tip 1. New Experience with Google Ads Scripts:
- Google Ads scripts have been around for almost as long as the platform itself.
- However, if you ask around, you may have a hard time finding a person who has consistently used scripts in their PPC campaigns or anyone who has ever used one.
- Google wants things to change.
Version 2 of the Google Ads Scripts experience has officially launched and it’s a big step for Google to bring this feature to the fore and support its use with a robust information and training portal.
What it tells us: With Google’s push towards automation, it’s imperative to understand that moving forward isn’t an option.
- It becomes a necessity.
- As you launch, optimize, and sustain campaign performance with growing budgets, it becomes increasingly difficult to stay on track without help.
- With this new offering, Google is making a clear statement about the future of PPC, near and far.
- There is a greater focus on automating the work of your PPC campaign, and Google Scripts is here for you.
Tip 2. Acquisition of Looker:
- Looker is a business intelligence (BI) tool for charting, graphing and visualizing data so you can identify and act on problems and opportunities.
- This app falls into the same category as Microsoft’s Tableau and Power BI.
- Three years ago, Google bought Looker for $ 2.6 billion.
- This acquisition completed the marketing channel UI for the data presentation pipeline that Google so desperately needed.
- Google had created Big Query years earlier, allowing it to own the data warehouse part of the data pipeline, but the BI part was still missing.
The acquisition of Looker enabled Google to offer its users a full suite of data tools from start to finish.
Users no longer had to venture outside the Google ecosystem to get the platforms and applications needed to run an end-to-end managed marketing service.
What it tells us: Managing structured data and larger data sets residing outside the marketing channel UI will be the norm for digital marketers.
As a PPC manager, you may not need to become a certified data and analytics professional, but you do need to be proficient at updating records, managing your campaign, and manipulating data in your BI application of choice.
Tip 3. Broad Match And Adaptive Ad Extension PPC Market:
- Is it just me or is Google trying to push the broad match bidding strategy and responsive ad setup option on every occasion?
- When you add keywords to a new campaign, you’ll receive a strict disclaimer if you don’t mark the keywords as a broad match.
- Or how about the red status alert when viewing your campaign keywords?
- You think there is something wrong, but it’s just a “warning” that you could get more conversions by choosing “broad match” keywords for your ad group.
- Then you have to take care of the display campaigns!
When you set up a new display campaign, Google hides the default display adoption and forces you to create a responsive display ad.
What it tells us: Google’s recommended “tips” (which give Google more and more control) have been around for more than a decade.
- And all I have to do is point to the expanded text ads to show you how this all ends.
- Google will do nearly everything from a campaign set up to ad copywriting and bid strategy selection.
Tip 4. Google Glasses Announcement at I/O 2022:
The long-awaited return of “Google Glasses” was announced at the annual Google I/O event with a stylish video presentation.
While the video was relatively light in detail, it certainly got people talking about potential use cases, namely the ability of glasses to translate foreign languages.
What it tells us: things are changing and always will be.
If you were hoping to become an expert in all advertising software and marketing tactics and then continue with those skills for the rest of your career, you would be very disappointed.
Once “Google Glasses” is released and widely adopted, we will have to learn and create campaigns for an entirely new advertising platform.
- Not only that, but if you think Google just released this video to brag about a niche product that will never catch on on a large scale, you still have one thing to come
- This market share is ours and it will be big!
- So, you have two options.
You can bury your head in the sand and hope for a shooting star that you will never have to use this revolutionary technology for your PPC work.
Or you can look at this as an opportunity, set up a Google alert for any Google Glasses-related news, and then start learning everything you can to become a leader in this new field.
Tip 5. Automatically Created Resources Beta Feature:
- Hidden between the “Offer” and “Start and End Dates” tabs in the campaign menu. You’ll see the biggest clue to PPC’s future.
What it tells us: If you read the statement carefully, you will realize that this feature changes everything.
- With just one feature, Google can, in theory, find relevant keywords to bid on for your business, create search ad titles and descriptions, and direct your 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 drastically change what they fundamentally do as a marketer.
The Future of PPC Market
So, what does all of this mean and how will it affect the day-to-day jobs of PPC marketers and the future of PPC market?
Data Monitoring and Analysis
If you haven’t already noticed this in your daily work, making sure your data is marked, tracked, sorted, and graphed is an important part of the job.
This will become a more significant part of your day as these elements get more complicated and clean data becomes king.
It may not be necessary to become a full-fledged data scientist. But in the future, you will definitely need to learn how to aggregate data and manipulate it.
Manage the Systems that Manage Campaigns
- The days to “pull the levers” directly in a PPC campaign are numbered.
- We could configure and manage the systems and machines that “pull” the levers for us.
Automating work will become work
There is no doubt that automating more of the tasks we do now will be vital to the future of PPC. The new Google Script experience is all about automation. But you know it can be some serious work driving automation if you’ve ever written a script.
With the “Automatically created resources” feature, it seems surprisingly clear that it will be essential to play a more important role in setting up the main website to contain the optimal components for Google to use in an automated way.
It may not be the role you have decided 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 about all of these predictions, some or none.
- But if nothing else, and if history is any guide. The role of the PPC manager 10 years from now will be different from the role we all play now.
- Keep your eyes peeled for all the future of PPC market clues provided by Google and you’ll stay on the cutting edge.