3 ways humans can do PPC better than machines alone
Artificial Intelligence is a hot topic in PPC but until the machines fully take over day-to-day account management, there are a few key areas where human PPC pros can still add a lot of value. 1.Use Business Data for Bid Management Bid management can be one of the most repetitive and boring tasks of managing PPC because after a model has been built, you are left with an ongoing task executing on the plan and this may involve downloading the data, putting it into the correct format, and then running it through your formulas to determine the new bid. For machines, this might sound like the perfect dinner on a caribbean - beach sunset, but for us humans? Not so much. Repetition is dull, and as a dull task, we tend to become a bit less thorough with our analysis as time goes on. There are four clear advantages to using the engine’s bid management systems: They are free to use. They are based on best-in-breed algorithms. They have access to a lot of auction-time signals that ad...