Jun 12, 2022
In Artists and creators forum
I'm no Luddite when it comes to automation, machine learning, and AI. If it means better results and less work, do it. But we're not at a point where marketers can completely take Industry Email List our hands off the wheel. Suppose we set aside the Industry Email List argument that advertisers should have access to search query data (not PII) because they pay Google for those Industry Email List clicks. For advertisers to be remotely comfortable with this change, they need to be confident that the algorithms that match query intent to keywords are as good as Google would have us think. No doubt the algorithms are improving. But, the proof that they're far from perfect is in… those search term reports. Google didn't say that, but now I Industry Email List imagine the answer: "Our data shows that .000001% of advertisers actually act on this data and add negative keywords." Whatever the number, it doesn't matter. And after? "We continue to invest in new and effective ways to share information that enables advertisers to make critical business decisions," Google said in its statement. We'll have to Industry Email List wait and see what that means. In the meantime, advertisers will continue to feel like they're screaming into the void. The move also potentially wastes corporate goodwill by issuing ad Industry Email List credits to businesses affected by the pandemic. As we enter the critical fourth quarter, more critical than ever given the pandemic, advertisers will be forced to sail blind on a significant portion of their ad spend – or look elsewhere.