A discussion that started before the current AI wave
In June 2018, I wrote about attending a Google Premier Partner business-coaching programme in Sydney. Automation was a recurring subject, including the prospect of generating advertising from landing-page information.
This is a dated account of that visit, not a statement about current partner status or a list of features available in your account today.
The product information comes first
One practical obstacle in the original discussion was a retailer’s difficulty producing a usable product feed from its website system. Before expecting an advertising platform to do more automatically, check what information it receives.
Can the team supply accurate product details and keep them updated? Who notices a failed update? The connection and the information passing through it both need attention.
Keep the message clear
The other lesson was about brand communication. Repeating an ad more often does not make its message more useful. Be clear about what the customer should understand and what they can do next.
Judge campaigns against the business and customer experience, not a universal return-on-ad-spend target. The original numerical benchmarks and forecasts have been removed rather than presented as current expectations.
See our Google Ads work and earlier discussion of AI and ad spend.
This 2018 account has been updated to retain the durable lessons about product data, automation and clear advertising.