Last week I got invited to speak on a panel at the Google Ads APSO 2024 meeting. I was invited by Google to join a panel alongside seven other Google Ads account managers to speak with their Google Ads development team. The panel included representatives from companies like Wpromote, DoorDash, Grammarly, Writer AI, and others. We met with over 100 Google Ads developers, engineers, and executives, and even had people calling in from different states and countries.
The focus of the discussion was on the challenges we’re facing with Google Ads, including reporting issues, client interactions, and other related topics.
They asked us questions like:
“What is the most difficult aspect of advertising with Google to explain to your client or boss?”
“Do you use Google’s AI-driven features? What has worked well, what hasn’t, and what improvements would you need to see before investing more?”
“How can AI influence advertising strategy”
The session was very much centered around identifying problems and exploring how AI could help address them. After the main panel, we broke into smaller groups for more in-depth discussions.
It was interesting to hear about the challenges faced by in-house advertisers at companies like DoorDash and Grammarly versus agencies like ours and Wpromote. One common issue across the board was the time-consuming nature of reporting.
Google is planning to heavily integrate AI into Google Ads moving forward, with a focus on developing AI that assists rather than replaces us. For example, during a client call, if we were asked about our best-selling product over the last 30 days, we could simply ask Google Ads AI and get an immediate answer. Similarly, if we needed a report on the URLs with the most clicks in the last 45 days, the AI could generate it instantly, saving us from digging through data manually.
Google Ads is currently using AI to help improve Google ads for both the manager and the customer. With Google Ads AI we are able to target audiences better and show customers more relative products and services. Look to the near future to start seeing changes in the Google SERP, search layout and shopping. With the Holidays quickly approaching we will be keeping an eye on Google and the AI features it launches in the near future.
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