Should I let Google handle my ads account?

Google has helped us with a lot of things since its inception. It has arguably made our lives better than it was before its widespread usage. But, some may think Google is being too nosy into our day to day routine. But how much is being too nosy? Is it when it wants to handle your ads account by itself?

That’s exactly what Google wants to do now. Google would like to take control of your business ads account if you’d like to let it by incorporating multiple features to enhance your ad management.

The question is…..Is it good for your business or is it bad?

Well, we can arrive at an answer only if we can analyze the pros and cons of this situation.

So what are the good things and what are the bad things.

Let’s take a look

Pros

Let’s begin with the pros. Letting your ads account to be managed by Google sure does come with a lot of perks. Based on massive amounts of machine learning and advertising expertise, Google will bring in a lot of automation into the ads management process thereby making your ads management more efficient. Let us see the features that Google brings along

Google’s Smart ad campaigns for small businesses

Google’s Smart campaigns initiative will be incorporated into the AdWords accounts of small business owners to help them effectively set up ad campaigns with tons of benefits which include

· Easy ad creation process

· Increased customer visits to your site

· Assess the ad campaign performance in your account

· Pay only when the ads are clicked

· Running your ads efficiently

Dynamic Search Ads

This is one of the ideal features that Google will offer small business owners. Google will create ads for your business website based on the content or keywords that you run on it in accordance with the user search. Google will create a custom made headline that aligns with the ad and will use the content on your website for the ad. With this feature, there will not be much need for keyword research or targeting for the businesses.

Automated bidding

Google will enhance the automatic ad bidding process for your website to get the best out of your budget and your ads based on efficiency algorithms. Incorporation of Google’s automatic bidding strategies will get the most value out of your ad budget and provide your business with maximized results.

Cons

Losing Control?

This is a rational fear as you are giving way more control to Google on how your campaigns should be run. Especially when you have been running all the ad campaigns by yourself all this time.

Conflict of interest?

It is no deniable fact that Google makes over 90% of its revenues from ads. And hence, Google taking control of your ad management may or (may not) pave way for Google to make more money from you than the usual. This may raise doubts about the small businesses regarding the value that businesses gain from this.

Cutting down agencies & consultants

This initiative of Google is going to be a big blow for ad managers, agencies and consultants as it can put them out of businesses. Businesses need to ask one important question.

Can Google’s representatives replace the work and personalization provided by agencies or consultants?

Definitely not. Despite Google’s algorithms and strategies being very efficient, it cannot match the services offered by a real person who personally knows you and your business better. Hiring a consultant or an agency that shares your vision will strive to get better results from your account, suggest improvements and try to get your more leads and eventually more business to you.

But one cannot expect this from Google’s automated processes or even the representative as they don’t work for you. They will make the process efficient and probably optimize your account spending which may or may not return enhanced results.

These are some of the pros and cons of letting Google manage your ads account. Deciding to let Google do that is completely up to the individual or business based on their ad strategies and business objectives.

RankStrikers is a London based digital marketing agency that can help you craft excellent and cos effective ad strategies for your business. Call us at +020 3287 5761 or email us at info@rankstrikers.com to know how we can help in setting up your ad accounts and creating ad strategies in line with your business objectives.