31 Jul '17, 7am

The biggest trends & changes in PPC so far in 2017

The biggest trends & changes in PPC so far in 2017

As former Googler and Optmyzr founder Frederick Vallaeys outlined in his column, The AdWords 2017 roadmap is loaded with artificial intelligence , after the Google Marketing Next event, machine learning is powering just about every innovation in search marketing. A perfect example is Google’s earlier smart display campaigns announcement. Those campaigns rely on machine learning to automate just about every facet of the campaign. Another big development that has machine learning at its heart came in mid-March. Google declared it was expanding the meaning of close variants in exact match and would soon ignore word order and add or ignore function words in exact match keywords. Indulge me a side story on why this industry is such a great place to be. This news hit on the Friday before SMX West kicked off the following week. Fellow conference moderators Brad Geddes, Matt van W...

Full article: http://searchengineland.com/biggest-things-happen-ppc-far...

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