Posted on May 2, 2022
Why Machine Learning and AI Only Get You So Far with Google
As AI becomes more popular,聽you may assume聽it is the best option, especially when running聽paid search聽ads. However, as with any tool, Machine Learning from Google isn鈥榯聽meant to be used exclusively. Keep reading to learn why Machine Learning and AI will only get you so far with Google!
What is Google鈥檚 Machine Learning Tool?
Google鈥檚 AI-based Machine Learning is a wonderful tool. It has the ability to look at a wide range of Signals 鈥� things like time of day, previous searches, browsing habits, location, and more to determine when and where to serve ads for the maximum chance of success.
Google is constantly giving advertisers new tools to leverage Machine Learning: Bidding methods like 鈥淢aximize Conversions鈥�, keyword types like the revamped 鈥淏road Match鈥�, ad types like 鈥淩esponsive Search/Display Ads鈥� and even entire campaigns, such as the brand new 鈥淧erformance Max鈥�.
Machine Learning Only Gets You So Far
However, as good as it can be, it鈥檚 not perfect. Max Conversion keyword costs can skyrocket out of the blue, campaigns like Performance Max give advertisers almost no control over what keywords they can use, allowing users to see the ads inadvertently, and broad match keywords can make very wild assumptions as to what someone鈥檚 intent is.
Google鈥檚 at its best when you meet it in the middle: Strict, human-curated keyword lists and ad copy, regular monitoring of performance, and frequently human-driven optimization. Google can do what it excels at: Target people based on their interests and habits, serve ads at the best times and pair the best ad copy for the best keywords.
Machine Learning has come a long way in a few short years. Google attempts to shoe-horn it wherever it鈥檒l fit (or even when it won鈥檛) and it鈥檚 on the advertiser to understand how it works, why it works, and when it鈥檚 appropriate to use it.
Google is Ending Support for Expanded Text Ads
Google is ending support for Expanded Text Ads on June 30th, which had three set headlines and two set descriptions. What was put there was what people saw when they saw the ad. With Expanded Text Ads, Google never changed the order that you specified.
Now, Google is moving to make Responsive Search Ads the only ad option for Search Campaigns. With Responsive Search Ads, you provide Google with up to 15 headlines and 4 longer descriptions. Once you鈥檝e input these, Google鈥檚 algorithm determines the best combination and placement of those headlines.
With this update, Google is still only showing three headlines and two descriptions at once. However, it is optimizing what people see to ensure optimal results and leads. Not to worry if you鈥檙e a Glacial client though, because we鈥檙e already automatically optimizing all ads and using Responsive Search Ads.
You Won鈥檛 Get the Best Results if You Only Rely on Google鈥檚 AI
Google is constantly learning, changing, and adapting. When it comes to your ads, this means it鈥檚 always testing headlines, copy, combinations of descriptions of ad copy, and even the time of day that鈥檚 best to show your ads.
As a result, Google is always testing and refining for the best possible performance based on your set account goals. This includes optimizing for lead generation, increased visibility for traffic, and performance.
Regardless of the AI capabilities and Google鈥檚 ability to optimize campaigns, if you鈥檙e coming up with poor quality descriptions and headlines that don鈥檛 grab people, it won鈥檛 help. Google ranks its quality score from poor to excellent.
If your ad is lower than excellent, then your ad won鈥檛 receive the same amount of views, visibility, and clicks. You need聽an expert聽that understands your campaign goals beyond what Google understands for AI.聽
This is the only way to ensure that your campaigns perform the way you want them to. If you want to see leads and low-cost conversions, AI will only get you so far.
Although it鈥檚 tempting to completely rely on Google鈥檚 capabilities, you can鈥檛 just set it and forget it. Get the conversions and results you want by choosing the experts at 妻友破解版. Contact us today to learn more about how we can help you with your paid search needs!