PPC skills combined with automation allow marketers to manage campaigns more efficiently while improving targeting and ROI. With the right expertise, automation transforms paid advertising from manual optimization to strategic, data-driven growth.

Search Engine Journal contributor Benjamin Wenner has published an article featuring the PPC skills that won’t be replaced by automation.

He says, “The best PPC specialists aren’t just campaign managers. They’re business consultants who happen to use paid advertising as their primary tool. As automation handles more tactical optimization, the value of a PPC professional increasingly lies in their ability to solve business problems, not just reduce cost-per-click.

Specialists who command premium rates and drive real growth possess skills that extend far beyond the ad platforms themselves. Here are the consulting capabilities that separate tactical executors from strategic growth partners.

Business Economics And Profit Optimization

Return on ad spend (ROAS) is a lazy metric.

For years, I’ve watched businesses optimize toward arbitrary ROAS targets that bear no relationship to actual profitability. A 400% ROAS sounds impressive until you realize the client is losing money on every sale after accounting for product costs, shipping, and overhead.”

The PPC Skills That Won’t Be Replaced By Automation

Search Engine Journal