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Automation through Machine Learning and Artificial Intelligence (AI) is changing all aspects of Google Ads.<\/p>\n
As a Google Premium Partner and one of a few “Google Managed Agencies” in Switzerland, we get a first-hand glimpse of this development at Wortspiel.<\/p>\n
In this article, I will outline five critical consequences of automation for Google Ads agencies – as well as for all companies that use Google Ads.<\/p>\n
Google Ads Agencies that don’t adapt could be gone in a few years.<\/p>\n
Contents<\/p>
Today there are already tasks that a machine can solve better than humans: clearly defined problems with sufficient available data.<\/p>\n
These can be complex games like chess or go, in which humans already have no chance<\/a> against algorithms.<\/p>\n What will therefore become extinct in the future is the conventional “Google ads craft”, i.e. the manual, detailed optimization of campaigns.<\/p>\n What the machine will not be able to do in the short and medium term, however, are among other things strategic and creative tasks.<\/p>\n I see the following five consequences for Google ads agencies:<\/p>\n So far, much of the service provided by a Google Ads agency has been the manual optimization of a Google Ads account.<\/p>\n This optimization will remain part of the service, but it will change to a different level and take less time.<\/p>\n In the future, agencies and Google ads managers in companies will take on the role of “pilots within the autopilot”.<\/p>\n Their task will be to match the company’s goals with the campaign results and take corrective action if necessary.<\/p>\n In the future, details will be handled by an algorithm.<\/p>\n Advertisers who use automation will have an advantage in the competition for the most valuable visitors.<\/p>\n The value creation of a Google ads agency in the future will largely lie in consulting.<\/p>\n How can the goals of a company be achieved with Google’s automation technology?<\/p>\n This requires a greater understanding of the overarching goals than before.<\/p>\n A recent study by Marketing Land<\/a> confirms this. The most important future soft skills of an agency are “strategy” and “strong client communication”:<\/p>\n Source: Marketing Land<\/p><\/div>\n The handling of data is also becoming increasingly important. AI optimizes only as well as the quality of the data enables it to learn from.<\/p>\n Agencies therefore have to help companies to collect the right data, put it into the right form and feed it to the (Google ads) machine.<\/p>\n This means that an analytics setup has to measure, classify and make accessible all success-relevant interactions.<\/p>\n Our senior consultant Christian Ebernickel formulates this task aptly with his motto: “The right data in the right place at the right time”.<\/p>\n The more marketing channels and forms of advertising are available, the longer and more complex the customer journey becomes.<\/p>\n At the same time, the pressure on agencies and platforms to prove the success of a campaign in numbers is increasing.<\/p>\n Therefore, the importance of attribution modelling is growing: how much does Google Ads contribute to the overall success of an omnichannel campaign?<\/p>\n This requires a higher level of technical understanding on the part of the agency than before.<\/p>\n <\/p>\n Many of the tasks that Google ads agencies will perform in the future are channel-independent.<\/p>\n These include alignment with corporate goals, reliable tracking and proper\u00a0 attribution.<\/p>\n On the other hand, the operational effort and technical knowledge required to optimize the Google Ads channel will decrease.<\/p>\n This means that an agency with the same personnel resources could include additional services in its portfolio.<\/p>\n In the field of advertising, Facebook \/ Instagram, Amazon, LinkendIn and Apple Ads would certainly be interesting:<\/p>\n Source: Marketing Land<\/p><\/div>\n And in the area of marketing, experts estimate<\/a> that, in addition to data science \/ analytics, there will be an increasing demand for conversion optimization. It is not without reason that we expanded our range of services last year to include this field<\/a>.<\/p>\nConsequence 1: The Agency Becomes a Pilot Within the Autopilot<\/span><\/h2>\n
Consequence 2: Consulting and Strategy Will Become Core Competencies<\/span><\/h2>\n
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Consequence 3: Data Quality in Analytics Is Critical<\/span><\/h2>\n
Consequence 4: Attribution Modeling Instead of Simple Reporting<\/span><\/h2>\n
Consequence 5: Larger Service Portfolio<\/span><\/h2>\n
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