What happens when Google pushes into branding and messaging?

As Google elbows its way further into PPC branding, columnist Pauline Jakober discusses the drawbacks of automating tasks that impact messaging and branding

If you’re in the business of marketing, you know how important branding is to your clients. And this is true whether it’s a print campaign, direct mail campaign, email campaign or pay-per-click (PPC) campaign. No matter which marketing channel you use, you and your client want tight control over the look and feel of your marketing collateral.

Branding is so important for my PPC clients that my team will spend hours upon hours on images and messaging — and reviewing these with clients — to make sure they’re perfect before launch.

Which is why the thought of Google inching into PPC branding makes me incredibly nervous.

Are automatically generated PPC ads any substitute for personal, hands-on creation, review and approval?

To find out, let’s take a closer look at two recent AdWords initiatives: responsive ads and Ads Added by AdWords.

[Read the full article on Search Engine Land.]

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