‘Should PPC agencies be scared of automation?’ – Martech Today
Anna Shirley says, “I’m sure many of us working in PPC (or across the wider digital spectrum) have been asked at least a handful of times in recent months, “Should we be worried about automation?”
I’ve heard it from clients, and even prospective job candidates. And I can see why the question is commonly asked; it is a very interesting subject with a lot of possible responses, ranging from, “Yes, we’re all doomed. Let’s head to the hills!” to “No way, machines could never do what I do!”
In this article, I want to look at some of the main arguments against fearing the rise of automation and machine learning to try to dispel some of the confusion and uncertainty around this topic.
I’ve split this into three key areas: Campaign structure, bidding and scripting.
Campaign structure
Automation will continue to change the way we manage campaign, ad group and even ad-level structure. Long gone are the days of unmanageable-sized accounts with incredibly granular RLSA vs. non-RLSA structures and thousands of ad groups for individual keywords and their match types”.
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