Today, it is easier than ever to run PPC ads. Google has put incredibly powerful tools at our disposal and promises eCommerce PPC management tools that guarantee conversions even while you sleep.
This is pretty much what the new Google Performance Max offers today. Google, a company that receives more than 200 Billion dollars per year in ad revenue, now claims that their new ads system will require minimal setup yet greatly increase the reach of your campaigns by displaying them through their six primary advertising channels.
However, we have seen that, even though Google has placed enormous importance on their automated tools, they have become increasingly more complex and difficult to operate efficiently.
This is the paradox of marketing automation: The more Google and other platforms simplify their PPC marketing process, the more difficult it becomes to stay on top of the competition. Why does that happen?
We have identified three reasons that justify this amplified difficulty:
1. Automated Marketing Is Much More Complex Than Manual Marketing
The difference between manual and automated marketing is a difference of many degrees, not a way to improve the efficiency of your strategies. In fact, it will be anything but easy for you to reach your goals quickly with PPC ads automation.
The new artificial intelligence now acts more like a human mind. One would think that’s a good thing. However, it also means it needs to understand instructions and goals the same way humans do, which is so difficult that companies invest millions of dollars a year trying to find employees who share common goals, and only a handful succeed.
Well, because goals and visions are difficult to communicate and individuals tend to interpret them differently.
So, these new automated eCommerce PPC management tools require ever more comprehensive inputs that would amount to excessive micromanagement.
Some have compared the brand new Performance Max tool to hiring a new inexperienced team member that needs a full rundown of your business before they can take on more responsibilities or before you can trust they share your company’s vision.
For example, you can set Google´s PPC management tools to get you increased leads and it would probably succeed very quickly. However, if you actually need conversions and to make a profit from those leads, this tool would need to know much more about your business.
2. Automated Marketing Is Not Targeted At All
Google´s eCommerce PPC management tools are as efficient as you make them, but their efficiency is limited by the fact they rely on how targeted your Google Ads campaigns are. If your campaigns are not properly targeted, you would be wasting money on the wrong audiences and your ads will rarely appear to people who can actually buy anything from you.
This has been a problem for Google since their inception: they need access to your data. You can use automated eCommerce PPC management tools that work by feeding off of campaign analytics and previous conversions, but that still does not create the same effect as knowing your business inside and out.
One of Google’s new Marketing Directors even stated that automated eCommerce PPC management tools are not capable of replacing human beings. That is because you need to interact with people to truly understand their needs and fulfill their desires by offering them exactly what they are looking for.
3. You Have Less Control Than Ever
You no longer control the display of your ads, your bids, or other PPC parameters, because Google’s algorithms are in charge of all that now. How can you improve results if the system determines them for you?
The best way to guarantee that your campaign is completely under your control today is to hire an expert PPC management agency like Genius eCommerce. They have a proven track record of successful PPC campaigns and know how to leverage first-party data and write truly helpful ad components that give Google the information it needs to become your PPC ally and put you in control.