PPC Changes: I was reminded by a FaceBook memory of when Google used to run their training at Google UK headquarters back in the day, and what a difference the training was then, as compared with now.
Back then, you would spend a day at Google and start learning from presentations and practical sessions from 8am until you took your final test at 5pm. It was intensive, and Google knew that the effort in passing the exams were real.
There were far fewer Agencies back then, and you were invited to be a Google, rather than opting in to become a Google Partner, as you do now.
You had to hit targets and had regular meetings with your account manager, who was with you for the long term unless they left the company. You built up a strong relationship, they knew and understood your clients, but your agency was also under scrutiny, making sure you fully understood all the products that were available, how they worked, and which product best suited your clients. Your targets were not just abased around growth but were also based around performance on behalf of your client. If you did well, you retained your Google Partner Badge. If you did not, you were “culled” as they called it. That “culling” happened yearly, and they only retained around 200 agencies in the UK.
Now, any individual or agency can become a Google Partner by having a minimum spend on their Master Account, which is very low and achievable with 1 client, by having passed 2 exams which you can do online and easily google the answers, and by having a good “performance score” which means checking recommendations and either applying or dismissing them on a regular basis. There is no challenge to the agency to improve sales or other conversions for the client, and no checks that an individual using a badge is real, and no checks on skills and ability or improved knowledge on Google Ads.
Additionally, the number of agencies are increased, and it does concern me that perhaps Google are just in it for the numbers, rather than the quality.
As a Google Partner of 19 years and counting, we have processes in place and time set aside for continued learning, and we need this because the PPC landscape has changed significantly in the last 8 years, and we need to be certain that our PPC Management services are the best they can possibly be.
In fact, over the past eight years, Google Ads has undergone significant PPC changes, driven by advancements in machine learning, automation, and privacy concerns.
- Increased Automation: Google’s push for automation has been one of the biggest shifts. The introduction of Responsive Search Ads (RSAs), which dynamically combine headlines and descriptions to create the best-performing ad, marked the decline of manually managed ad formats like Expanded Text Ads (ETAs). RSAs became the default by 2022, providing more optimised and personalised ad experiences.
- Privacy and First-Party Data: With privacy becoming a major focus, Google phased out Similar Audiences in 2023. Advertisers are now encouraged to rely more on first-party data and privacy-compliant targeting strategies, such as Federated Learning of Cohorts (FLoC) and Topics API. These aim to group users based on shared interests rather than individual tracking.
- Performance Max Campaigns: Google launched Performance Max as an all-in-one, goal-based campaign type that automates ad delivery across all Google platforms (Search, YouTube, Maps, etc.). This replaced Local and Smart Shopping campaigns in 2022 and 2023.
- Ad Formats and Attribution Models: Alongside automation, there have been shifts in attribution models, with data-driven attribution now being the default, replacing traditional models like first-click or linear attribution. Additionally, Google introduced newer ad formats, such as Vehicle Listings Ads for the automotive industry and Discovery Ads, aimed at improving customer engagement with richer media and product feeds.
PPC changes Summary
Overall, Google Ads has moved towards smarter, AI-driven advertising, with more focus on user privacy, automation, and leveraging first-party data. These changes aim to improve performance while adapting to new data regulations and consumer expectations.
