I keep hearing it too. The bit I don't yet understand is, wouldn't it be in Google's interest to not do this? They ban on both sides of the market for seemingly no reason. Wouldn't maximizing all legitimate participation be much better? Also seems a lot more possible to do now with AI to check all campaigns, landing pages, etc.
I think Google's business model in large part is having a super complicated ad console that very few, if anyone, actually knows how to most efficiently operate.
So what happens is that the savvy media teams figure out what works through meticulous trial and error, and constantly monitor Googles weird changes to the levers you are given to operate the "console."
For a good chunk of businesses, ROI tracking is really not that hard. It gets harder as your business becomes larger, or oriented more towards B2B, or in specialized niches, or online only businesses. I know first hand small/medium businesses (whom I've helped myself in the past) that basically survive on traffic coming from ads.
Obviously it all depends*. But I just wanted to chime in that it's not all totally useless, and "nobody clicks on ads". Us (tech-adjacent people), are less likely to be prone to it, but still get swindled through other sort of ads as well. It works more effectively for people not in our group. And keep in mind, we're in extreme tiny minority.
I keep hearing it too. The bit I don't yet understand is, wouldn't it be in Google's interest to not do this? They ban on both sides of the market for seemingly no reason. Wouldn't maximizing all legitimate participation be much better? Also seems a lot more possible to do now with AI to check all campaigns, landing pages, etc.
But in large, it works. We only hear from people for whom it doesn’t work.
I think Google's business model in large part is having a super complicated ad console that very few, if anyone, actually knows how to most efficiently operate.
So what happens is that the savvy media teams figure out what works through meticulous trial and error, and constantly monitor Googles weird changes to the levers you are given to operate the "console."
For a good chunk of businesses, ROI tracking is really not that hard. It gets harder as your business becomes larger, or oriented more towards B2B, or in specialized niches, or online only businesses. I know first hand small/medium businesses (whom I've helped myself in the past) that basically survive on traffic coming from ads.
Obviously it all depends*. But I just wanted to chime in that it's not all totally useless, and "nobody clicks on ads". Us (tech-adjacent people), are less likely to be prone to it, but still get swindled through other sort of ads as well. It works more effectively for people not in our group. And keep in mind, we're in extreme tiny minority.
That seems in the interest of the savvy media teams, but surely Google would be better off having a market that encourages all healthy competition?