PPC agencies will play these 4 roles when automation takes over

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.

[Read the full article on Search Engine Land.]

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Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Frederick (“Fred”) Vallaeys was one of the first 500 employees at Google where he spent 10 years building AdWords and teaching advertisers how to get the most out of it as the Google AdWords Evangelist. Today he is the Cofounder of

Optmyzr

, an AdWords tool company focused on unique data insights, One-Click Optimizations™, advanced reporting to make account management more efficient, and Enhanced Scripts™ for AdWords. He stays up-to-speed with best practices through his work with

SalesX

, a search marketing agency focused on turning clicks into revenue. He is a frequent guest speaker at events where he inspires organizations to be more innovative and become better online marketers.

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