Since this month, Google Ads is not “Execution Only” anymore for select advertisers. Google last month sent an email saying that will introduce modifications behind scenes. This is an auto-opt-in. Advertisers can do opt-out on the email link.
The email says “Google experts are identifying key changes that can help advertisers get more out of their ads” and “Google will work behind the scenes to ensure the right features are being activated at the right moment.”
Google actions will be “from restructuring the adgroups and modifying the keywords to adjust bids and updating the ad text.” Only the “budget won’t increase” and advertisers can opt out at any time.
And Google “doesn’t guarantee or promise any particular results from implementing these changes, including the impact on campaign performance or spend.”
From an execution-only platform, Google is transforming itself into a publisher where advertisers introduce the budget and Google does the optimizations, via automation or experts. Advertisers are asking if the automation is to minimize their performance and increase Google’s performance.
Google Ads with changes behind the scenes is a pilot
Google Ads with “changes behind the scenes” is a pilot program. Here what a Google spokesperson told Search Engine Land:
“Our sales teams are always looking for ways to help customers get the best results from Google Ads. We are rolling out a pilot program that we believe will help businesses optimize their accounts. As always, we build customer feedback into the final product. Customers are in full control of the account and can accept or reject recommendations as they desire.”