One of the key shifts in Google Ads is the move away from advertiser control.
Ten years ago it was the advertiser’s role to determine when their ads should show, with the keyword being the primary unit of targeting…
Now, Google has moved to take the reins, encouraging us to let the smart bidding algorithms make those decisions for us, based on a wider set of signals… some of which are simply unavailable for manual use.
How far we should accept that move and put our trust in the algorithms is not a simple question, but it’s one of the key issues to grapple with as Google Ads continues to shapeshift…
The video above is #3 of the five-part mini-series outlining How Google Ads Has Changed.
Register for free access to the full mini-course, and take a deeper look at how Google Ads has changed, and how to use those changes to get the most out of Paid Search today.
