Google Ads team facing major restructure amid automation boom

Google is reportedly planning a significant reshuffle of its 30,000-person advert gross sales unit.

Sean Downey, who’s in command of advert gross sales to huge clients within the Americas, introduced plans to restructure the advert gross sales groups throughout a department-wide assembly final week, in line with The Information.

Downey didn’t touch upon whether or not the reorganization would come with layoffs through the assembly.

Why we care. This information could possibly be perceived as one other signal that Google Advertisements is leaning in the direction of full automation, which can present disadvantages for some advertisers, notably these with smaller budgets as they lack the monetary sources to observe and experiment with AI asset and finances variations.

Income. In October, Google revealed a 11% year-on-year enhance in total income, reaching $76.7 billion in Q3. Notably, advert income surged from $54.5 billion to $59.65 billion, marking the best whole in that class in 9 quarters. Given the worthwhile yr the corporate has loved, potential layoffs might come as a shock.

So why now? The information comes as Google continues to put money into AI and machine studying to facilitate elevated advert buying, diminishing human involvement. According to this, Search Engine Land reported earlier in the present day that Google goals to improve support in Google Ads by leveraging AI additional.

What Google is saying. A Google spokesperson didn’t instantly reply to our request for a remark.

First Google mass layoffs. Earlier this yr, in January, Google’s CEO Sundar Pichai introduced the corporate can be letting go of 12,000 workers and contractors – roughly 5% of their whole workforce – within the firm’s first-ever spherical of mass layoffs. In an e mail to employees, he stated:

• “I’ve some tough information to share. We’ve determined to scale back our workforce by roughly 12,000 roles. We’ve already despatched a separate e mail to workers within the US who’re affected. In different nations, this course of will take longer as a result of native legal guidelines and practices.”

It’s essential to notice that Google has not introduced layoffs. At the moment, the corporate has reportedly solely confirmed a restructure of the advert gross sales unit.

Deep dive. Learn our Automation Layering information for extra data on “how PPC professionals retain management when automation takes over.”