Expert Says Google Ad Changes Leave Marketers Flying Blind

Google has made a number of changes to its advertising platform in recent years that have significantly limited the amount of information marketers have about where their spending is going, according to Kinshuk Jerath, a marketing expert at Columbia Business School. Jerath testified in federal court in Washington as part of the US Justice Department's ongoing antitrust trial against Google.

One of the most significant changes was made in September 2020, when Google reduced the amount of data that advertisers get on about 20% or more of their text ad spending. Google said at the time that it made the change to preserve user privacy. However, Jerath argues that the change has also made it harder for advertisers to know what ads they are buying and which ones are useful for them.

Another change that Jerath criticizes is Google's decision to make it harder for advertisers to opt-out of specific advertising auctions. This change, combined with the reduced data in search reports, has led to higher prices for advertisers, Jerath said.

Jerath's testimony highlights the growing concerns about Google's dominance in the online advertising market. The Justice Department is alleging that Google has abused its market power to stifle competition and raise prices for advertisers and consumers.

What can marketers do to adapt to Google's ad changes?

There are a number of things that marketers can do to adapt to the changes to Google Ads:

·        Use third-party tools

There are a number of third-party tools available that can help marketers to fill the gaps in the data that Google provides. These tools can provide more detailed insights into campaign performance and keyword targeting.

·        Focus on conversion tracking

It is more important than ever for marketers to track conversions accurately. This will allow them to see which campaigns and ads are actually driving results.

·        Be more strategic with keyword targeting

Marketers need to be more careful about selecting keywords to target. They should focus on keywords that are relevant to their target audience and that have a high conversion rate.

·         Test and measure regularly

 Marketers need to test and measure their campaigns regularly to see what is working and what is not. This will help them to optimize their spending and improve their results.

The changes to Google Ads have made it more difficult for marketers to do their jobs. However, by taking the steps outlined above, marketers can still be successful.