Google recently released a new beta that launches text ads for you. This might sound alarming to some online advertisers but there really isn’t anything to worry about. The new beta’s main function is adding ads to your campaigns based on existing ads and landing page content. These ads are created by Google and added to specific ad groups by Google. The only people who now have access to the beta are marketers who use Google’s “optimize for conversions” feature, or those who trust Google to change their bids for them without spending more than they need to, which rarely, if ever, occurs. The new ads are also generated by people, not an automated system, and are reviewed by a content team and as well as a policy team. It seems that the primary concern is how these teams will know which tests you are currently running within your ad copy and ad groups. Do they take historical data into account? Do they know which types of matches go with which types of ads? These questions bring us back to the number one problem with automation: important things getting lost in translation.

Google claims that adding more ads to certain ad groups can improve performance by 5 to 15%. The new ads are set to run indefinitely, and Google recommends pilot participants do not pause the ads, which makes sense because they obviously want us to spend more money. Many are concerned about advertiser control and the presence of artificial intelligence but I personally don’t think they should be. The beta and other new features like enhanced CPC are great for advertisers who don’t really know what they are doing, or large agencies that want to “set it and forget it” for their clients. Advertisers who really care where their dollars are going, however, will find the beta to be completely useless. If you are good at what you do, you have tested your ad copy several times over and always have a test running. Therefore, whatever Google generates for you will not compare to what you can generate based on historical data and experience with your product. The same goes for automatic bidding, which is known best by those who go into their accounts every single day to manually manage their CPCs. Such advertisers have seen when CPCs fluctuate and are aware of the most optimal times to bid high or low for your branded and non-branded terms.

Test after test have revealed that automated bidding is often a massive rip off in which you are forced to spend more than necessary to get clicks and conversions. This is why Google will never be able to completely automate your job. It’s real people who keep Google in line and in business. A good marketer can scale campaigns to spend more without becoming unprofitable and knows their account better than any machine ever could.