As we navigate the ever-evolving landscape of digital marketing, one thing remains constant: the importance of Google Ads. As the world’s largest and most widely used online advertising platform, Google Ads continues to be a critical tool for businesses of all sizes. But as with any technology, it’s not static. The future of Google Ads is set to be shaped by several key trends, including increased automation, the changing role of the PPC specialist, and the growth of other channels. Let’s delve into these trends and what they might mean for the future.
Increased automation in Google Ads
One of the most significant trends in Google Ads is the shift towards increased automation. Google has been steadily introducing more automated features in recent years, such as Smart Bidding and Dynamic Search Ads. These features use machine learning algorithms to optimize campaigns and make real-time adjustments based on a wide range of factors.
The trend towards automation is set to continue, with Google likely to introduce even more advanced machine learning capabilities. This will enable advertisers to automate more aspects of their campaigns, from keyword selection to ad creation and bidding strategies.
While this may seem like it could make the role of the PPC specialist redundant, that’s far from the case. In fact, it’s likely to change the nature of the role.
The evolving role of the PPC specialist
As Google Ads becomes more automated, the role of the PPC specialist is set to evolve. Rather than focusing on the technical aspects of setting up and managing campaigns, PPC specialists will increasingly take on a more strategic role.
In the future, PPC specialists will likely act more as consultants, advising businesses on how to use Google Ads effectively as part of their overall marketing strategy. They will need to understand the broader business context and be able to interpret the data generated by automated campaigns to provide strategic insights.
This doesn’t mean that technical skills will no longer be important. On the contrary, PPC specialists will need to understand how the automation algorithms work and how to use them effectively. But their role will be less about managing the day-to-day details of campaigns and more about strategic planning and analysis.
Growth of other channels
While Google Ads is likely to remain a key advertising platform, it’s not the only game in town. Other channels, such as social media advertising and programmatic advertising, are growing rapidly.
These channels offer new opportunities for businesses to reach their target audiences. For example, social media platforms like Facebook and Instagram offer highly targeted advertising options that can complement Google Ads campaigns.
In the future, PPC specialists will need to understand these other channels and how they can be integrated with Google Ads to create a comprehensive digital marketing strategy. This will require a broader skill set and a more strategic approach.
Have a look at Google’s guide toward AI-oriented future with Google Ads!
Okay Google, so should I change my job?
Of course, a natural part of innovation now is a huge rash of specialists working on AI, or even working on tools only related to it. But another natural law of the innovation development cycle is adaptation. Below are some of my futuristic ideas on the professions of the future:
- AI prompt enginner
- AI data analyst with data visualization
- storyteller’s use of AI in business
- business AI optimization consultant
Conclusion
The future of Google Ads is set to be shaped by increased automation, the evolving role of the PPC specialist, and the growth of other channels. While these trends present challenges, they also offer exciting opportunities for those willing to adapt and evolve. As we look to the future, one thing is clear: Google Ads will continue to be a vital tool in the digital marketer’s toolkit.