Google Ads is inviting select customers to join its Advisors Community, offering a rare chance to directly influence its products and services.
Why it matters. This move signals Google’s push for more customer-centric product development, potentially shaping the future of digital advertising.
Why we care. Advertisers have seen many updates to Google products that have been seriously lacking in effectiveness. Many advertisers request being part of the discussion before an update is launched. This may be the answer to their long-running concerns.
Details.
- Members provide brief monthly feedback (max 4 surveys, ~5 mins each)
- Opportunity to impact unreleased products
- Quarterly updates on how feedback is used
How to join. If you see this communication in your inbox, fill out a quick, confidential questionnaire via third-party provider Alida.
Between the lines. By involving customers early, Google aims to better align its tools with user needs, possibly to maintain its dominance in the competitive ad tech space.
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Reaction. I first saw this on Google Ads Consultant, Boris Beceric’s LinkedIn profile. When asked to comment, Beceric said:
- “I welcome the opportunity to have a more direct way of giving feedback to Google. I know they are listening (e.g. they gave us more control & reporting for Performance Max), but sometimes it is just so frustrating to be seeing things in the accounts that are opaque for no good reason. Criticizing on social media is not really going to move the needle in advertiser’s favor, so I think we need to take these opportunities when they are presented to us.”
What to watch. How much Google actually incorporates user feedback and whether this improves Google Ads products.
The email. Here’s a screenshot of the email Beceric shared on LinkedIn:
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
