Google’s Future of PPC with 4 Clues That Tell Us Everything

Google has provided us with some hints about the future of PPC. And I decided to take a look recently, and the results were shocking. I found so many breadcrumbs that I couldn’t track them all, and many of them led to other locations. However, a small number of people offered a clear vision of what the PPC business will look like in the future. Here are five expectations that every PPC marketer should think about as the future of PPC.

Google's Future of PPC with 4 Clues That Tell Us Everything

Clue 1: New Google Ads Scripts Experience

Google Ads scripts have existed as the platform itself. However, if you could have a hard time finding someone who has used Scripts in their PPC ads regularly. This is something Google wants to change. Version 2 of Google Ads Scripts is now live. It’s a significant step forward for Google to promote its use with a complete information and training page.

What that means: With Google’s push toward automation, it’s critical to realize that it isn’t a choice but a need.

It’s becoming increasingly difficult when it comes to launching, optimizing, and maintaining campaign performance as budgets grow. The importance of automating your PPC campaign work will grow, and Google Scripts is here to help.

Clue 2: Looker’s Acquisition in the future of PPC

Looker is a Business Intelligence (BI) application that allows you to chart, graph, and present data so you can spot problems and possibilities. Looker was purchased by Google. With the acquisition of Looker, Google provides its consumers with a complete set of data tools from start to finish. 

What that implies: For digital marketers, dealing with structured data and larger datasets outside of the marketing channel UI will be the standard.

You will be comfortable updating data sets, managing campaigns, and manipulating data inside your preferred BI application.

Clue 3: Responsive Ad Expansion & Broad Match

If you don’t identify your keywords as a broad match when adding keywords to a new campaign, you’ll get a severe warning. Consider the red text status alert that appears while evaluating campaign keywords. You fear something is wrong, but it’s only a “warning” to use “wide match” keywords to get more conversions. Google conceals the basic display ad choice when creating a new display campaign and forces you to build a responsive display ad instead.

What it tells us: Google’s “recommendations” now is to link you to Expanded Text Ads to show you how it all comes together.

Google will have greater control over our campaigns, to handle everything from a campaign set up to ad copywriting and bid strategy selection.

Clue 4: Announcement of Google Glasses in I/O 2022

The long-awaited return of “Google Glasses” was unveiled with a slick visual presentation at Google’s annual I/O event. While the video was thin on details, it certainly had people wondering about the glasses’ possible applications to translate to other languages.

What it teaches us: Things change and will continue to change.

We’ll need to study and design campaigns for a new ad platform once “Google Glasses” are published and widely embraced. As a result, you never have to use this revolutionary technology in your PPC work. Alternatively, you might see this as an opportunity, set up a Google alert for any Google Glass-related news, and then start learning everything you can to become a leader in this new industry.

Clue 5: Beta Feature “Automatically Created Assets”

The biggest indication regarding the future of PPC can be found nestled between the “Bidding” and “Start and End Dates” buttons. Automatically Created Assets will allow Google to help you produce headlines, descriptions, and other assets utilizing content from your landing page, domain, and advertisements. Google will give you automated tools to alter your assets based on the keywords’ relevancy. This could help to improve the relevancy and performance of ads.

What it tells us: Google can locate suitable keywords to bid on for your business, write headlines and descriptions for search advertising, and direct the advertisements to a relevant landing page.

The Future of PPC

So, what does it all mean, and how will it affect PPC marketers’ day-to-day tasks?

  • Tracking and analyzing data

Making data labeled, monitored, categorized, and graphed is a huge part if you haven’t noticed it in your day-to-day work. As these elements become more advanced, clean data becomes king as an important part of your day. Although you may not be a full-fledged data scientist, you will need to learn how to collect and handle data in the future.

  • Managing the Campaign Management Systems

The days of “pushing the levers” of a PPC campaign directly are over. We may be in charge of the systems and machines that “pull” the levers for us. The indirect management of campaigns appears to be a possibility, ranging from building JavaScript code that runs based on hundreds of input data points to design a unique app for Google Glasses.

  • The Work That Is Automated Will Become The Work

The new Google Script experience is all about automation. With the new “Automatically Created Assets” function, it’s evident that taking a bigger part in setting up the main page to include the best components for Google to use automatically will be critical. It may not be the role you intended to play, but it could be the need in the future of PPC.


I could be correct about these assumptions, or none at all. But, at the very least, the PPC manager’s role in ten years will be different from what we all doing now. Simply keep your eyes peeled for all of Google’s clues, and you’ll stay ahead of the game.