Google Ads - The Profitable Way

Overview:

As search continues to evolve, marketing teams need to understand how the technology has changed and how to adapt in order to best leverage Google's AI-powered solutions. In the past, Google Ads used to be like driving a race car, with advertisers making micro adjustments to get the best results. However, today it's more like managing an interstellar spaceship travelling at the speed of light, where advertisers are not allowed to drive but rather manage the spaceship.

To stay on top of Google Ads, it's important to understand how paid search has changed over the years. While automation and machine-learning have become more prevalent, human intelligence and experience coupled with machine learning and automation will always yield better results than letting an algorithm run wild.

Google Ads has historically provided high levels of transparency and control to advertisers, allowing them to see data on every dollar spent, impression, and click, and control over the relationship between user search and ads. However, Google has shifted the platform towards automation and machine-learning, and a focus on audiences and less and less on the actual individual search terms people use. While this does have its limitations, it also opens up real opportunities to be more strategic in our accounts by letting machines do what they do best and by guiding the algorithms to stay on course and get the best results.

Despite all these changes, the fundamentals of what works and why remain the same. Advertisers need to know how to make the best possible use of the new Google Ads, what has changed, and what to do about it in order to stay ahead of the competition.

Whether you're a marketing manager needing to upskill and stay current to lead conversations with your agency, or you want to be hands-on in the platform, our course can help you understand these changes and leverage Google's AI-powered solutions to propel your business into the future.