More than 500 advertising pitchers tell you from personal experience, is Google’s intelligent advertising effective?

Now even advertising has become automated. The Google advertising promotion platform has launched an automatic advertising function. Advertisers use content materials (including pictures, videos, text, etc.), and then Google Ads uses artificial intelligence to display the ads in multiple dimensions in front of users. This provides advertisers with great convenience and reduces advertising costs.

Currently, PPCsurvey.com has released a 2022 global PPC latest status report. It features input from more than 500 PPC experts around the world.

The survey results cover some of the top concerns among marketers. During the investigation of the usage of automation in Google Ads, two indicators were found to be very high.

• 97% of respondents use responsive search ads.

• 95% of respondents use Target Conversion Bidding (tCPA).

The most surprising thing is that as many as 78% of respondents use automated app recommendations.

While usage of automated advertising is high, marketer satisfaction levels are mixed. 83% of those surveyed said they were dissatisfied with automated app recommendations. 63% of people feel very dissatisfied with recommendation tags. Respondents expressed their main dissatisfaction with this feature in its 'one-size-fits-all' approach, apparent smart push, wide range of smart bidding matching, and increased budget.

Respondents expressed satisfaction with other automated features.

• 51% of marketers report being satisfied with scripting tools.

• 48% say they are satisfied with tROAS (Target Return on Ad Spend) Smart Bidding.

• 47% of respondents are satisfied with tCPA smart bidding.

But what are the customer’s top priorities? PPC experts have identified some priorities for improvement.

Two of the most important are:

• In addition to traditional metrics (e.g., conversions, revenue), optimize new advertising goal settings, including profit, new versus old customers, ultimate value (LTV), etc. Sixty-two percent of respondents said these were a top priority.

• Optimizing data tracking (including cookieless issues, GA4 and server-side markup), 56% of respondents said this is very important.

In order to dispel advertisers’ concerns about using automated advertising, Google has shared three optimization guidelines for advertising automation. It shares some tips on how to use automated advertising to reach customers. This new guide answers users’ questions and concerns about automated advertising and changes the previously negative perceptions many marketers had about automated advertising.

Guideline 1: Use a broad match strategy

In the past, advertisers who used broad match keywords felt that there were many irrelevant clicks and a lot of wasted investment costs, but they did not bring a lot of traffic. But Google is trying to get users to understand: Why should they use broad match? Which bidding strategy will be more beneficial to advertisers’ ads? Google stated that 'the purpose of using broad matching strategy is to allow your ads to be displayed when users search for any related keywords.'

Guide 2: Use a Smart Bidding Strategy

For advertisers, manually managing ad bids to achieve the desired advertising goals is time-consuming and energy-consuming.

Google said that the development of automated advertising can reduce a lot of manual consumption. Smart bidding strategy is an essential tool for attracting traffic. It can adjust bids in real time according to advertising goals in each auction to optimize the number of conversions or conversion value, improve advertising effects, and achieve as many advertising goals as possible with the smallest possible budget. Its specific advantages are as follows:

• Intelligent calculation of bids is more efficient and accurate

• Save a lot of time and costs

• Bids can be updated at any time

• Machine computing enables in-depth analysis of billions of advertising factors

Guide 3: Use a responsive search advertising strategy

Google prompts 'When using responsive search ads, you need to enter multiple titles and multiple ad descriptions, and then Google will merge them into the ad.' Responsive search ads allow advertisers to upload multiple ad creatives and automatically display the most effective ad format to users based on system algorithms. You can create multiple ad creatives with different titles and descriptions to maintain control of your ads, and Google will automatically arrange and combine them to display different versions of your ads.