Google wants its AI to take over your marketing

For anyone who is running any Google Ad campaigns you will probably have seen the big shift in Google behaviour over the last couple of years.

Basically, they are encouraging you the customer, the marketer to get out of the way and let their AI take over!!

We’ll allocate your budget for you..

We’ll choose the copy for your adverts..

We’ll come review what you are doing, make recommendations for change and then to make life easy, we will even implement them automatically!

All of this is “cloaked” in a “your campaign results will improve“

This was the message I received today for one client campaign:

Unlock your account’s full potential
Opt in to automatically apply recommendations to help you reach your goals by applying the right recommendations at the right time.

We’re here to help you reach more of your marketing objectives
Our Google Ads team understands the dedication it takes for businesses like yours to succeed. That’s why you can automatically apply recommendations – which makes sure that you’ll never miss an opportunity to reach potential customers by regularly applying tailored recommendations to your account.

They understand the “dedication” it takes for businesses like yours to succeed – really??!!

and…that’s why you can automatically apply recommendations….I love the logic!!!!

Press “yes” at your peril, because before you know it, you won’t know whether you are coming or going, your adverts will be applied randomly and the only certain thing will be the amount you are spending, and certainly not how you are spending it.

Our advice is

• understand your objectives
• understand how each of the Google features work
• carefully apply these, in full knowledge of what you are doing and why
• stay in total control of your messages and budgets
• review your results carefully and adjust campaigns accordingly

Along with your SEO work, Google Ads are a brilliant, powerful way to generate excellent leads for your business, but please please stay in control.

We don’t want to hand even more control to Mr. Google!

If you need us to help you, you know where we are…

Greg

Greg Canty is a partner of Fuzion Communications and he heads up the digital department, providing web optimisation and Google Ads services to clients.

SEO and the Impact it has on your brand

A Simple test ….do a Google search using the keywords that describe what your organisation does and see how your website performs.

‘Crisis PR in Ireland’ , ‘PR firms in Dublin‘ …. Do your own search for your relevant keywords and see what happens. Include your location in the search, which is what most people normally do when they are searching.

From a business point of view it makes clear sense that if someone is looking for what your organisation is offering that they find you easily online. The very best way is for your website to perform for these ‘key‘ searches organically or naturally. If this is not the case your website is more than likely not properly optimised.

If you have done all you can to optimise your website and it is still not performing well enough then it makes sense to implement a Google Adwords campaign to ensure your website is appearing for ‘key’ searches in a prominent position.

While your website performance is essential for business is this the only reason your site should perform well for searches?

I feel another big reason your website should perform well is that it is an integral part of your overall brand. This might seem like an unusual reason at first as we normally thing of ‘descriptors‘ when we discuss someone’s brand attributes.

Jeff Bezoz of Amazon described a brand as ‘what other people say about you when you are not in the room‘. While it might be up to others to describe you this can clearly be shaped by how you portray your organisation through your actions, behaviours, products, services and all the visual cues or representations of your brand.

Your website plays a key role in this, not just in how it appears but also where it appears when searched for.

It’s difficult to appear as a ‘leader in the sector‘ if a random Google search for the services and products you provide has you appearing well below your competitors or possibly so far back on the search results you are not found at all.

If this is the case you need to optimise your website, which is mostly a very straight forward but methodical process and if necessary support this with Google Adwords pay per click advertising.

Where you appear is just as important as how you appear!

Greg Canty is a partner of Fuzion

Fuzion provide online consultancy and website optimisation services from our offices in Dublin and Cork in Ireland