As new technologies and privacy laws come into play, the digital advertising world is quickly changing. Recent updates, from increased automation to privacy restrictions and limitations of third-party cookies, have left marketers and business owners asking the same questions: “Should we lean into the automation Google is pushing, or hold tight to manual controls?” “Can we still effectively remarket to our audiences?” and “With all this automation, is it still worth hiring an agency?”
Here’s a deep dive into these questions and what they mean for the future of your digital advertising efforts:
Automation in Google Ads: Is Ceding Control the Way Forward?
Year after year, Google has introduced more automated tools and features that promise to simplify campaign management while driving better results. From Smart Bidding strategies like Maximize Clicks and Maximize Conversions, to Responsive Search Ads, PMAX (Performance Max), and Broad Match keywords, Google urges advertisers to lean on AI.
Is it wise to completely hand over control to Google?
Automation in Google Ads offers immense potential for scaling campaigns quickly and efficiently. However, relinquishing complete control comes with risks—especially if your business has unique or niche requirements that automated systems may overlook. While Google’s AI can drive faster results, manual oversight ensures your goals are met with precision.
Like most AI tools, there’s an extensive learning period during which the tool analyzes the incoming data and learns how to optimize targeting and ad combinations for the best results. When initially starting out with these strategies, Google will spend your ad budget however it sees fit during the learning period. This lack of control causes an influx of irrelevant searches, low initial click-through rates, and few results.
Through our testing and experience, we believe in starting with a manual strategy for more control. This allows us to refine our targeting, see what ad copy works best, and make other optimizations before testing any of Google’s AI strategies. Despite Google’s emphasis on automation, we’ve found that some campaigns perform better on a manual strategy.
Google’s Third-Party Cookie Phaseout: Is It Still Happening?
For years, the digital advertising world has been preparing for Google to phase out third-party cookies, which have long been a cornerstone of online tracking and targeted ads. One of the biggest concerns with this was the potential end of remarketing. However, in a surprising shift, Google recently announced they’re abandoning their plan to eliminate third-party cookies from the Chrome browser. This significant reversal means that it’s still on the table.
Instead, the decision is now being put into users’ hands. Google will introduce a new feature in Chrome that will allow users to make informed decisions about their privacy settings and how they are tracked online. They will also continue to develop the Privacy Sandbox APIs, which aim to build new technology to keep users’ information private by reducing cross-site tracking.
Recent testing has shown that the Privacy Sandbox APIs helped advertisers mitigate the revenue impact from signal loss in the absence of third-party cookies. Google expects this to improve over time as they continue to develop the API and conduct more testing.
Is an Agency Still Necessary in an Automated World?
With Google Ads continuing to push automation and now retaining third-party cookies, many business owners may wonder whether managing their campaigns is easier or if they still need the expertise of a digital marketing agency.
The reality is that while automation has reduced the manual work of running campaigns, the strategic element of digital advertising remains critical. Automation can help optimize performance, but it’s only as good as the input it receives.
A good agency does more than just set up campaigns. We at Mannix Marketing offer:
- Strategic Guidance
- With the tools we have at our disposal, we conduct in-depth competitive analysis and keyword research to refine your digital strategy and ensure your campaigns are optimized for the best possible outcomes.
- Creative Copywriting
- Our team creates high-impact ad copy and engaging creatives tailored to your industry and in line with Google’s policies.
- Data Analysis
- Google Ads offers a myriad of metrics for you to look through, but what do they all mean? It’s our job to interpret incoming data, offer digestible insights and visuals, and turn them into actionable strategies.
- Ongoing Testing
- Even with automation, constant testing, learning, and tweaking of our ad copy, keywords, and strategy are necessary to keep campaigns improving and running smoothly.
- Staying Ahead of Industry Trends and Updates
- We dedicate ourselves to staying up-to-date on all the latest changes, from new features in automation tools to shifts in privacy regulations. We work closely with Google representatives, giving us direct access to the latest insights and strategies for leveraging new tools.
Don’t let the complexities of Google Ads hold your business back. With over 25 years of experience, Mannix Marketing has helped businesses stay ahead of the curve and thrive in the digital world. Contact us today to learn how we can elevate your digital marketing strategy and drive real results. Call us at 518-743-9424 or send us a message to get started.
