PPC professionals who underestimate the impact of Banner Design automation on their professional lives risk missing out on a big transformation. I've been writing about how automation is transforming PPC for a few years now. During this time, it has become very clear that PPC management is rapidly moving away from the need for PPC tacticians. Before, we worked in the details, such Banner Design as focusing on exact keywords or specific bids. Now, PPC pros are handling these things more indirectly – as if we're moving more to the periphery of the advertising account. Google's machine learning is the automated box that increasingly gobbles up the tasks we used to do. And every time it gobbles Banner Design up another lever, we have to shift our own work to that of the PPC teacher by changing a parameter or input to the limits of our control end and the world of machine learning.
There are three key factors at work to accelerate Banner Design this transformation of the role of the PPC manager. Advertising Continue reading below Factor 1: more automation We all see frequent updates from Google about new forms of PPC automation that are supposed toBanner Design make our lives easier and deliver better results. For example, they recently announced the limited beta of Performance Max Campaigns, a new campaign type that will serve ads across the Google Banner Design Ads ecosystem. Previous automated campaign types were more limited in terms of where ads appeared, and advertisers had to create multiple automated campaigns to reach the largest audience possible. What is driving the onslaught of more automation are machine learning improvements which are themselves driven by two key factors: More data. Faster processors to find signals in this data.
I'm always fascinated when I look beyond the big announcements and hear Banner Design about the incremental changes enabled by better machine learning. Small changes that, when aggregated, end up turning even skeptics into fans. Advertising Continue reading below For example,Banner Design Google recently announced that Smart Shopping campaigns can now be launched even without the addition of a conversion tracking or remarketing tag. They specifically noted the Banner Design following: “Finally, to make it easier for new retailers to get started, we are reducing the eligibility requirements for Smart Shopping campaigns. While a remarketing and conversion tag is still required for optimal performance, you will be able to create your first Smart Shopping campaign right now and deal with those tags later.”