Dive into the ever-evolving world of Google Ads with Milena Traikovich, a seasoned Demand Gen expert who has dedicated her career to helping businesses craft campaigns that attract high-quality leads. With a deep background in analytics and performance optimization, Milena offers a unique perspective on how to navigate the complexities of digital advertising. In this insightful conversation, we explore the shifts in Google Ads strategies over time, the pitfalls of outdated practices, and the power of adapting to platform automation. From debunking old recommendations to sharing actionable tips for modern campaign management, Milena sheds light on maximizing results in today’s competitive landscape.
Can you share a bit about your journey in digital marketing and how you’ve seen Google Ads evolve over the years?
Absolutely. I’ve been in the digital marketing space for over a decade, starting with a focus on paid search and eventually specializing in demand generation. When I first started working with Google Ads, the platform was much more manual—marketers had to tweak bids and adjust keywords constantly. Over time, I’ve witnessed a massive shift toward automation with tools like Smart Bidding and responsive search ads. These changes have made campaigns more efficient but also introduced new challenges, like understanding where your budget is really going and ensuring quality traffic. It’s been a learning curve, but adapting to these updates is key to staying ahead.
What’s one outdated Google Ads strategy you used to rely on that you now advise against, and why?
One strategy I used to push was activating the Search Partner Network to boost reach. Back then, it was pitched as an easy way to get more eyes on your ads through third-party sites. But now, with better transparency through placement reporting, it’s clear that the traffic quality from these sites is often very poor. I’ve seen campaigns where clicks from these partners rarely convert, and with Smart Bidding, the system itself tends to slash spending on these placements to almost nothing when conversions are tracked properly. It’s just not worth the budget anymore.
Speaking of traffic quality, why do you think so many marketers are reevaluating networks like the Google Display Network for their campaigns?
The Google Display Network has long been sold as a way to reach vast audiences across millions of sites, but the reality is that a lot of that traffic can be questionable. I’ve analyzed data from campaigns where impressions and clicks on third-party Display Network sites showed almost no engagement or conversions, often pointing to bot activity rather than real users. That’s why I now recommend sticking to Google-owned properties like YouTube or Gmail through Demand Gen campaigns. These platforms offer better control and a higher likelihood of reaching an actual audience, which makes a huge difference in performance.
Let’s talk about responsive search ads. Why do you think using fewer assets can sometimes lead to better results?
With responsive search ads, the old advice was to max out all 15 headlines and 4 descriptions to give the system more to work with. But I’ve found that flooding the system with too many options can slow down the learning phase significantly. The AI needs enough data—impressions and clicks—to figure out what works, and too many combinations just dilute that process. I usually stick to 8-10 headlines and 2-3 descriptions, focusing on quality over quantity. This helps the system optimize faster and often leads to better click-through rates.
How has the introduction of features like placement reporting changed the way you manage and optimize campaigns?
Placement reporting has been a game-changer. Before, we had little visibility into exactly where our ads were showing on the Search Partner Network. Since this feature rolled out, I’ve been able to see which specific sites are driving clicks and, more often than not, confirm that many of them deliver low-value traffic. This transparency allows me to make informed decisions, like excluding underperforming placements or opting out of certain networks altogether. It’s empowered me to allocate budgets more strategically and focus on channels that actually drive results.
With all the automation in Google Ads, like Smart Bidding, how do you balance trusting the system while maintaining control over campaign performance?
Automation is a double-edged sword. Smart Bidding, for instance, can be incredibly powerful when set up with accurate conversion tracking and clear goals. It often picks up on patterns—like reducing spend on poor-performing placements—that a human might miss. However, I never fully hand over the reins. I regularly audit the data, check where the budget is flowing, and adjust targets if the system seems to be prioritizing quantity over quality. It’s about using automation as a tool, not a replacement for strategy. Staying hands-on with analysis ensures I’m still steering the ship.
What’s your forecast for the future of Google Ads, especially with the increasing reliance on AI and automation?
I think we’re going to see even deeper integration of AI in Google Ads over the next few years. Automation will likely handle more of the heavy lifting—think predictive analytics for audience targeting or real-time creative optimization. But with that comes the need for marketers to get even better at interpreting data and setting the right parameters. The platform might make decisions faster, but it’ll still rely on us to define what success looks like. I also expect more transparency features as advertisers demand accountability. It’s an exciting time, but staying adaptable and data-savvy will be more critical than ever.
