30-second summary:
Automation is a hot topic within digital marketing, and Google has more options than ever before for search practitioners to utilize However, there’s still a level of discomfort with handing the keys to the kingdom over As a long-time skeptic myself, I make the argument for automating core components of search campaigns and share the areas where marketers should instead focus their energy and attention for success in 2022 “Automation” it’s a word of constant focus for search marketers these days – and rightfully so. There are more components to search than ever before, and automation is a critical tool that enables us to optimize campaigns at scale and frees us to focus on what can’t be automated.Google has released automated solutions to nearly every aspect of account management, but how do we know when it makes sense to hand over control and where we should maintain a strong level of influence? I see 2022 as a year for search practitioners to reimagine and rework their approach to search engine marketing (SEM) with Google, striking a new balance between automated solutions and customer-focused, business-driven oversight.Handing over the keys (or at least some of them) in a reimagined relationshipGoogle Ads[1] has become a one-stop-shop for marketers looking to engage customers across platforms up and down the funnel. It’s not just about search and shopping anymore – practitioners can also buy Discovery Ads, YouTube, Local Ads, etc.With a more holistic Google Ads, an interesting dynamic emerges with what I call “a tale of two Googles.” On one side, there’s Google’s highly sophisticated suite of flexible, powerful technology tools that are built for advanced users – people and brands who obsess over the next level and the ability to capture it. But
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