At the end of July, Google relaunched Dynamic Search Ads, or what we call Zero Keyword Search Ads.
Instead of supplying Google with a list of keywords you would like to show ads on (ie. the searcher’s query), you ask Google to scan your website and show ads based on your existing content.
Extrapolating forward, Google appears to be heading towards Zero Management AdWords.
In such a scenario all a brand would need to do is provide Google with:
1. Website URL
4. Conversion/s, and
5. Maximum CPA or ROAS
Once Google knows these five pieces of information it could do the rest for you: write ads, define landing pages, adjust bids, determine time, device and geo-targeting.
Zero management. Completely hands off.
Brave new digital world
Nearly all of the pieces to make this happen are already inside AdWords. Indeed, the Conversion Optimiser is almost there.
The only part missing is Google writing ads. However Google already writes ads based on website content billions of times a day.
The new Dynamic Search Ads now even writes headlines, so the technology is already in place.
How will Google rank ads?
If Google keeps heading in this direction, the line between AdWords and SEO will blur as Content Engagement Rate, Page Rank and Click-Through rates join forces to become the core of AdWords Quality Score.
When that day comes, meaningful content will matter than ever before.