Google Ads Is Automating More Decisions, Your Measurement Needs To Get Better

As Google Ads automates more decisions, advertisers must define success beyond platform metrics, tracking leads and sales through to actual business outcomes.

Brooke Osmundson 1.4K Reads

Google Ads has steadily automated more of the decisions advertisers once managed directly.

Bidding is an obvious example, but the shift has gone much further. Google now has more influence over which searches ads can match to, where ads appear, how budgets get allocated, and even which creative combinations users see.

For advertisers, that changes where some of our most important decisions happen.

We may have less control over an individual auction than 10 years ago, but we still decide and guide what Google should optimize toward.…