PPC swiftly changes to Facebook Ads

I’ve worked in different marketing disciplines.

One of them has been SEO – I happened to learn SEO because I used to have a blog (that got destroyed by 1 of the most notorious algo updates).

It taught me how to do on page SEO, how to do keyword research, where to add the keywords, how to interlink the pages and so on.

I also started to offer it as a service and soon I got hired by an agency to write blogs for their clients.

It started well but one of the Account Managers was trying to teach me how to do SEO.

He was insisting to use 1 of thoze useless WordPress plugins that score your work with happy faces or a percentage.

I couldn’t have it; I knew what was working and obviously it wasn’t the plugin recommendations.

I was basically asked to change my SEO customisable approach to a checklist approach.

It goes without saying that it ended well and we ended up parting ways.

The story above reminds me of the situation Google have put themselves in, except they did it intentionally.

Google has been the most successful PPC platform for decades – their advertising model is as simple as: advertisers get charged when a user clicks on their ads.

But in the last years we witness a massive shift from this model.

Google is now heading to the Facebook (and the rest of social) ad model which relies on the user’s behaviour.

On Facebook you can choose the profile of the audience who you want to advertise your services to.

Among others you can pick:

-Age
-Gender
-Profession
-Interests & Hobbies

To change their advertising model Google urges advertisers to use Broad Match keywords for their campaigns.

My opinion?

Don’t get me wrong Broad Match keywords have their use but it’s not panacea. It shouldn’t be the go-to match type even in the age of AI and automation.

It’s going to be fun – can’t wait to see how things develop and whether the PPC species goes extinct.

To stay tuned with Google Ads shift changes and shenanigans go here:

https://wearesavoury.com/opt-in/