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when do you think Google is going to fully automate their ads platform? When they do, are PPC people out of a job? Or how would their roles change at agencies and as marketers?
Edit: also to add, will the automation get to a point where PPC job demand will go down significantly?
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1 Reply
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Ever since Google created Google Ads around 20 years ago, folks have been saying we’re going to be out of a job soon. Honestly, when I co-founded our agency in 2017 I told my co-founder we would probably be out of a job in 5 years. I’m glad to have been proven wrong!
We will just continue to adapt and add value wherever possible. It’s hard work, but I think we’ll be fine.
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It always amazes me that no matter how smart we design our systems someone always finds a way to game the system, develop workarounds or “hack” systems into working in novel or unexpected ways. Something new comes along and you adapt. PPC is already long gone in a lot of ways, but the game goes on.
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At this point, I would say it is essentially already fully automated. once trained, the ML is very good at matching lookalikes. But the training is the tough part. For example: my company sells a product which is a very very small market. It is 100% identified by a series of 3-letter acronyms that happens to be the same as completely unrelated things (i.e. airport codes, video games, etc). The AI cannot distinguish between the two. It can find all the possible variations, but never picks the right ones.
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I run a job board for the DTC/ecommerce industry ([ecomportal.co](https://ecomportal.co)) and we get job posts all the time for PPC/Google Ads experts. I think you also have to take into account that brands/clients will always want to interface with a human helming Google ads – thus rendering the ability to automate things not as essential. The people who hiring Google Ad experts will still want people running their ads, not robots.
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Can robot do everything for u? Conversion tracking, proper kw research, ad copy, reporting, big query ML, creating reports, communication with clients, fixing problems, data analysis, testing new landing pages, developing communication strategies, creating VSL videos, etc?
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A good discussion on this happened in [another post here](https://www.reddit.com/r/PPC/comments/107ck8g/google_ads_ecom_is_dying_a_death_and_other_woes/)
Google Ads Ecom is dying a death (and other woes)
byu/Zero-Star inPPC -
One thing I’ve learned over the last year:
PMAX has easily given me another 10 – 15 years in this business.
The number of companies who don’t know what on earth to do with it is staggering.Adopt early, become an expert.
Or…
Go out of business.
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It’ll continue to be a slow progression that will take several to many years. There are many other professions at much greater risk in losing out to AI/Robotics right now.
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Never forget: Google’s automation primarily serves Google.
PPC Pro’s that make sure the Google automation acts within boundaries that make sense for the advertisers will see high demand. -
Good luck to Google trying to create ad copies :p it’s going to take a while.
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You still need someone to tell the story the data is telling. There will still be a need to amend settings or make changes that won’t be automated. We aren’t going to be 100% automated anytime soon and even then, you will still need people so make yourself valuable and stop worrying about the day you won’t have a job. Make sure that day doesn’t come for yourself.
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No matter what update Google brings to Ads, it won’t be able to replace a human being. We would still need someone to work on fully automated platform.
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The way I look at it: There will always be winners and losers.
There will always be a reason therefore there will always be things we can analyse and optimise.
Look at SEO. That’s essentially automated ads but there’s still loads of work to do.
That’s not to say things won’t change. I fully believe they will, massively. Maybe that goes without saying…
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