If you are searching for AI software to run your Google Ads Account, or are thinking to yourself “I should just let AI handle it”, you are not alone.  Of course, many businesses are considering this question.

Before we begin to answer this question, we need to realize that this is not a 1 size fits all approach.

It is possible to leverage AI, without handing the keys to your business right over to AI software, AI agents, and the like.

Here at HOP2THETOP we have embraced new AI technologies for things like creative deployment, video editing, video creation, data analysis, and so on.  We utilize some tools to streamline workflows and more.

That said, you should NOT just hand over the keys to your Google Ads account to a software that claims to be able to “manage” your account.

There is no such software that can do so effectively, at least not now.

And the danger with many AI tools is that many of them just produce “AI SLOP”.

What is “AI SLOP”?

“AI SLOP” is the byproduct of an AI tool that was released by a company, to drive profit for that company without regard for the actual value of the content being produced.

You have to understand something, particularly when it comes to the bigger orgs that have new “AI” technology baked into their platforms, such as with Google Ads new “Ads Advisor”.

The PLATFORM SPECIFIC AI recommendations are self serving.  There is nothing created by these platforms, whether it is based in AI or not, that is not a mechanism for driving more profit.  Now if they can make you more profitable AND them more profitable at the same time, of course they will do that.  But often, it’s a case of “3 for me, and 1 for you…” when it comes to any improvements in the platform, where it’s a slippering slope of the platform using every “update” as an excuse to find ways to squeeze more profit out of your bottom line.

Case in point, when Google released “Responsive Search Ads”, we found, along with every other agency out there, that the new “RSA” ads were producing clicks at MUCH HIGHER CPC’s than their predecessors “Standard Search Ads”.  Nonetheless, this “automated” method of ad distribution was shoved down our throats and eventually made a mandatory way of creating ads.

Next point, bid strategies.  Google released it’s first “smart bidding” options back in 2016.  Is it coincidence that around the same time advertisers started reporting CPC rate inflation occurring at a much faster clip than ever before??  Or more reports of spam/bot traffic than ever before?  It makes you ask the question, “What’s really under the hood” of these “new technologies”?  Are these just cleverly disguised ways of sucking more money out of you?

and don’t even get me started on performance max…

There is an infinite list of things that we do as an agency for our clients from landing page creation and optimization, data analysis, ad creation, negative keywords, budgeting, strategy, remarketing, and so many other things, that I’m not at all concerned about AI “Taking over”, as I see how poorly many of the AI technologies work at this stage.  Might that change?  Sure.

Just had to rant on this post ya’ll.  Just know that we’re on your side as the client.  We’re here to maximize your profit, and turn over every possible stone to make that happen, and we’re doing it, not because of the platform updates and AI, but in spite of the platform updates and AI.