16 Dec '17, 1pm

PPC agencies will play these 4 roles when automation takes over #PPC #PaidSearch

Earlier this year, I wrote about how artificial intelligence (AI) and machine learning are driving automation in PPC and then again about how Google’s latest wave of AdWords innovations is driven largely by these same technologies . As the move towards automation accelerates, how should agencies and PPC managers update their strategy? What processes will they need to remain competitive? And what can they really expect from automation tools in the market today? I’ll cover all these topics in a series of upcoming posts, so I’d love to hear your ideas. But today, let’s begin by looking at what roles humans and agencies will play in PPC. 1. Agencies will teach machines to learn Now that machines can learn, they certainly will surpass humans, right? The reality is that machine learning is still very dependent on humans. We program the algorithms, we provide the training data, w...

Full article: https://searchengineland.com/ppc-agencies-will-play-4-rol...

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