Boosting its appeal beyond the reams of consumer data and stranglehold on search that make its digital advertising business the most expansive in the world, Google is increasingly executing campaigns for advertisers, deploying both automation and its own ad experts to get the job done.
One example of this is Google’s success in snatching mobile advertisers away from Facebook via Universal App Campaigns, which use creative “building blocks” provided by advertisers to develop effective ads across the fragmented digital media ecosystem. Another, Search Engine Land reported this week, appears to be an opt-out shift in strategy whereby Google’s “ad experts” will start making changes to advertisers’ campaigns unless advertisers explicitly urge Google not to do so.
The changes made by Google’s in-house experts will affect search advertising staples such as ad text, keywords, and bids. It’s potentially good news for advertisers, who will benefit from Google’s top-notch technological infrastructure, but it further highlights the search giant’s ability to apply pressure to ad tech firms and agencies, who must continually redefine the incremental value they can offer clients at a time of increasing automation and big-tech dominance.
Joe Zappa is Street Fight’s managing editor.