Earlier in June, Google announced their marketing decision to rebrand Google AdWords into Google Ads, alongside merging DoubleClick and Google Analytics 360 Suite into the Google Marketing Platform brand, and DoubleClick for Publishers and DoubleClick AdExchange into Google Ad Manager. For many SEM experts, the move wasn’t a surprise, and some might even say that it carried ominous undertones for traditional PPC advertising.
Those worried about the symbolic move to remove ‘Words’ from ‘AdWords’ might indeed have something to worry about – Google has been quite upfront about its desire to move towards more streamlined, integrated marketing that shifts the focus from keywords to user and audience intent.
The move will chip away at the level of control that PPC strategists have over their advertising by bidding on keywords relevant to their business, and that is a terrifying prospect for us (ultimately, I have never met a single PPC strategist who wasn’t a total control freak. Don’t be mad, it’s what makes us the perfectionist that we are!). Control over our keywords, and implicitly what and where we advertise is important because it closely links to budgetary control and efficiency. As humans, we understand the challenges and the specifics of our business better than any Google algorithm could and giving away that control may seem like diving in head first into a black hole.
However, the most recent developments also indicate that PPC strategists need to spend more time on becoming agile in their use of data, automation, AI learning, and programmatic advertising. Additionally, if SEM managers haven’t already accepted the connection and co-dependency between PPC and SEO, as exemplified in the modus operandi of dynamic search ads, now is the time to embrace the new tide and sail it with gusto. Our keyword-centric world view needs to think more and more about user intent, the touchpoints before and after they’ve clicked our ads, and what sensible ways there are to incorporate this knowledge into our strategies.
If that doesn’t sound inspiring enough, rest assured that keywords will probably not die a swift death any time soon and we will probably be bidding on them for a long time to come. Most likely though, challenges and opportunities like mobile, AI learning, voice search, and multi-platform marketing will become more and more tightly wound within traditional pay per click advertising. PPC strategists need to be ready and well-informed lightyears before that happens.
WAA Chosen is a fully integrated agency, that puts data and all things digital at the core of what we do. We have successfully integrated PPC with SEO marketing efforts for numerous clients, with commanding results. For help and advice on your PPC campaigns, talk to us today.