When Google Automates PPC Branding and Messaging—Should We Worry?

by Pauline Jakober
March 30, 2017
Paid Search Strategy

If your clients are like ours, they take branding and messaging seriously. They dedicate a great deal of thought to the characteristics, values and attributes they want to communicate to their audience.

And as their trusted PPC agency, we work hard to make sure that our clients’ branding and messaging decisions are reflected in their paid search advertising.

Which is why two recent Google AdWords initiatives have me worried:

Responsive ads

“Ads by AdWords.”

Both of these initiatives continue Google’s slow march to automating the ad creation process—a march that circumvents the careful control of branding and messaging that our clients rightfully insist on.

Learn more about Google’s troubling move into branding and messaging in my recent Search Engine Land column.

TAGS: AdWords, PPC strategy

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November 2022

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Client since May 2012

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—Karen Cirrito, Market Development Manager, Cognex Corporation
April 2019

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