Many of us here at Fluency have been in the digital advertising world for over a decade now and can remember the early days of using Google Adwords when it first launched. In comparison to today’s Google Ads, it was very simple. Select what keywords you wanted to advertise on, and place a bid. View your end results and iterate on the process to achieve the best results.
Over time, this process has become more and more complex with Google expanding on how we can target searchers, and for many organizations, the manual approach to advertising remained. Companies believe that their operations are working and approach their Google ad strategy by making manual and incremental tweaks, edits and updates. These companies will operate at this pace and see some marginal gains and think they are on track and their strategy is validated. But within an ever-changing technology world, practices like this are not only outdated but unsustainable. Larry Page, CEO of Alphabet, agrees: