At the end of last month, Google relaunched Dynamic Search Ads, or what we call internally, zero keyword search ads.
Here, instead of supplying Google with a list of keywords you would like to show ads on (ie. the searcher’s query), you ask Google to scan your website and show ads based on your existing content (ie. who Google thinks you are).
Given the vast sum that Google already knows about the web combined with the exponential rise in Artificial Intelligence, its not too big a leap to see that Google is heading towards Zero Management Adwords:
- Tell Google your website URL
- Give Google a budget allowance
- Give Google a campaign timeframe, where necessary
- Define conversion goal/s, and
- Define maximum Cost per Acquisition or Return on Ad Spend
Provide these 5 pieces of information to Google – and it would do the rest for you, writing ads, defining landing pages, adjusting bids, determining dayparting, device & geo targeting etc. day in, day out, month in, month out.
Completely hands off.
Nearly all of the pieces of this puzzle are *already* inside Adwords to make this happen – indeed with a properly structured account, Conversion Optimiser is almost there.
The only part missing here is Google writing ads on your behalf – but even there, if you think about it, Google itself ‘writes ads based on website content’ billions of times a day every time it shows an organic search result. The latest update to Dynamic Search Ads now even dynamically provides headlines, so the technology is already in place.
Currently Dynamic Search Ads is best used to fill any ‘long tail’ keyword gaps you may have with your current account.
But as the technology improves, its not hard to imagine a day when such a ‘hands off’ model will likely fulfill the 80/20 rule. That is, by handing Google full control of this ‘20%’ of your marketing time and dollars it will likely be able to return 80% of the result compared to if you handled it ‘hands on’. There will always be advertisers who want full control, but for a lot of brands, zero management bang for buck may be good enough.
In such an environment, what then gets surfaced to the top of Google?
Consider that Dynamic Search Ads *already* use Google’s indexed database so already knows what content of your website is engaging and relevant for visitors.
Joining the dots, the line between Adwords and SEO will blur as we head towards a time where Content Engagement Rate and Page Rank surpasses ad Click Through Rate as the fundamental component of Adwords Quality Score.
When that day comes, content that truly matters to followers will win.
Once again, the safest place to be is to create the Best for the Least for the Most.