30-second summary:
- Every year Google adds more automation and complexity to their ad products.
- While it can help day to day campaign management, it comes at the price of readability and control over your campaigns.
- Marketers are constantly challenged to find effective ways to maintain control over their campaigns and strategies.
- To succeed in 2021, you need to integrate more data, retain control over automatic Google optimization, fight against the increased competition, yet you will not have more time for this.
- Google Ads audit provider, SEISO audited over 8000 accounts and observed that marketers, on average, can save up to 32 percentage on their spend with no impact on performance by trimming the right branches.
- SEISO’s Martin Romerio looks at the five new key actions you should focus on for successful Google Ads campaigns.
As PPC business becomes more mature, it is harder to find new opportunities for your SEM campaigns’ management, keeping on top of the latest trends that will help you reach a better ROAS. Every year Google adds more automation and complexity to ad products like Google Ads. While it can help day to day campaign management, it comes at the price of readability and control over your campaigns.
As a marketer, you need to maintain control over your campaigns and strategies. Google’s optimizations are not always in your best interest nor do they know the context of your brand. One solution could be to use a campaign optimization tool[1] like SEISO. It helps you to get insights into your campaigns while remaining in charge of the final decision.
To succeed in 2021, you must be able to do new things: integrate more data, retain control over automatic Google optimization, fight against the increased competition, yet you will