{"id":16113,"date":"2021-05-12T16:34:09","date_gmt":"2021-05-12T11:04:09","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=16113"},"modified":"2021-05-12T16:34:11","modified_gmt":"2021-05-12T11:04:11","slug":"ppcchat-digital-advertising-in-the-age-of-automation","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-digital-advertising-in-the-age-of-automation\/","title":{"rendered":"PPCChat | Digital Advertising in the Age of Automation | 11th May 2021"},"content":{"rendered":"\n

Host Julie F Bacchini<\/a> & guest host Patrick Gilbert<\/a> handled this week’s PPCChat session. Their discussion was focused on the general attitude PPCers have regarding automation in PPC, common misconception around automation, role of the PPC manager in the age of automation and more.<\/p>\n\n\n\n\n\n\n\n

<\/div>\n\n\n\n

Q1: How much automation are you currently using in your accounts? Does it vary by platform?<\/strong><\/h4>\n\n\n\n
<\/div>\n\n\n\n

It does vary by platform. for G, I use a lot of automated bidding, Similar Audiences and several of their fully automated products (app, locals). For Blue, I do more manual work. @JuliaVyse<\/a><\/p>\n\n\n\n

We use automation for all our campaigns, lead generation, and lead nurturing processes. We love to streamline a seamless customer experience to drive brand engagement and conversion. @GreenRope<\/a><\/p>\n\n\n\n

It varies! currently the most automation is being utilized in Google Ads (smart bidding, RSAs, DSAs) with Microsoft trailing a bit behind. the only reason for this has been lack of time to test thoroughly on Microsoft and priority being lower – lower client budgets. @sonika_chandra<\/a><\/p>\n\n\n\n

I use more and more automation all the time, but it definitely varies by platform. I always test first, so definitely have some manual stuff still running happily and profitably. @robert_brady<\/a><\/p>\n\n\n\n

It does vary by platform, but I also realize what we know as “manual” hardly exists anymore, courtesy of the platform overlords. So I’d say 80% of mine is automated. @JonKagan<\/a><\/p>\n\n\n\n

It definitely varies by account. Reports are all automated for the most part, some automated bidding, some dsa, a few small “smart” shopping campaigns. @selley2134<\/a><\/p>\n\n\n\n

Bid automation, ad test automation, budget automation are the big ones. @beyondthepaid<\/a><\/p>\n\n\n\n

I am trying to adopt more automation in all of my accounts. I am old school, so parts of it are a bit of a struggle for me, to be totally honest. I do accept that it is inevitable, so I am adapting and trying to grow into it more.@NeptuneMoon<\/a><\/p>\n\n\n\n

I use as much automation as possible (within reason). Meaning I’m not simply enabling all Auto Applied Recommendations. Typically what I do on Google, I’ll try to mimic over to Microsoft Ads. @BrettBodofsky<\/a><\/p>\n\n\n\n

We use a fair amount of it, and it absolutely varies by platform – not just how robust we believe their automation to be, but also what data we can pass back and what guardrails we can maintain to prevent automation from running amok. @DigitalSamIAm<\/a><\/p>\n\n\n\n

Other than the automation that’s built in by Google (keyword matching, etc) we are using automated bid strategies and RSA’s pretty extensively as well. We do avoid ‘smart’ campaigns. @snaptechmktg<\/a><\/p>\n\n\n\n

Less than I’d like! However, I am reading a great book on the subject for Google Ads: Join Or Die: Digital Advertising in the Age of Automation. Has anyone else read it? @charleyivill<\/a><\/p>\n\n\n\n

Auuuuuuttoooomation. Used to hate it, now speak about it in small accounts. We use automated bidding where it makes sense (gotta have that volume of clean data) and RSA’s pretty extensively. @amaliaefowler<\/a><\/p>\n\n\n\n

My go to have been – competitive analysis, bidding, ad copy testing and the ones Google Ads ties my hands with. @TheMarketingAnu<\/a><\/p>\n\n\n\n

Across our Google Ads MCC, 93% of our client spend is on smart bidding. The exceptions are some branded campaigns and display campaigns. Facebook Ads has always been 100% automated, although most people don\u2019t tend to think of it that way. @PatrickJGilbert<\/a><\/p>\n\n\n\n

More n more as Google is moving towards that so we have to make sure that we are align with it. @cmshah93<\/a><\/p>\n\n\n\n

We are using tons in Google, Facebook and less in Microsoft. For shopping ads, fining the balance between standard shopping, smart bidding and smart shopping is key. @duanebrown<\/a><\/p>\n\n\n\n

It depends on the platform but, also, everyone is pushing automation on is now so we don’t really have a choice. Don’t get me wrong, I really do like automation but I’m still a little sour about RSAs. @ameetkhabra<\/a><\/p>\n\n\n\n

Automation is Very helpful in Google Ad Grant accounts. My first. @arminafareed<\/a><\/p>\n\n\n\n

<\/div>\n\n\n\n

Q2: What is your general attitude regarding automation in PPC? Has it changed in the past year?<\/strong><\/h4>\n\n\n\n
<\/div>\n\n\n\n

In 2017 we saw the writing on the wall and embraced automation. Our overall attitude has not changed since then… We assume, first, that automation is the right solution; only then can we look for exceptions to the rule. @PatrickJGilbert<\/a><\/p>\n\n\n\n

I’d say I look for every opportunity to bring in automation. Almost easier to think of it by default and ask “what needs to be kept as manual work?” @heyglenns<\/a><\/p>\n\n\n\n

Generally I embrace it, but I tend to push our partners to get more transparent with data and to build in more options. Black Box is the opposite of what digital marketing promised, so let me tinker! @JuliaVyse<\/a><\/p>\n\n\n\n

About the same as my general attitude toward my Roomba: if you set it up for success and know the weaknesses, it can be a huge help. If you don’t or can’t, you’ll end up with a bigger mess, a broken Roomba at the bottom of the stairs, or both. @DigitalSamIAm<\/a><\/p>\n\n\n\n

Too many people blame Google\u2019s automation for their failed ad campaigns, and instead need to take responsibility for their work. More people need to be asking themselves, \u201cHow can I improve the way I use this technology to drive performance?\u201d @PatrickJGilbert<\/a><\/p>\n\n\n\n

Automation in PPC majorly works best when your account has massive conversion history. Nowadays, it’s helping local business to move forward and get instant leads… @cmshah93<\/a><\/p>\n\n\n\n

Negative in general – Always down to test and choose the best option for each client but forced automation or automation where google doesn’t allow an even playing field grinds my gears. @selley2134<\/a><\/p>\n\n\n\n

I love this question! I am a big proponent of testing any new technology that could 1. save me time & 2. improve performance, so for that reason my attitude toward automation in PPC is positive. It has certainly become more positive over the last year. @sonika_chandra<\/a><\/p>\n\n\n\n

If our automated campaigns fail, we don\u2019t blame the system for \u201cburning through our budget.\u201d Perhaps we\u2019re not feeding the system the proper data? Maybe it\u2019s a landing page or a product issue? @PatrickJGilbert<\/a><\/p>\n\n\n\n

I am grudgingly accepting that automation is here to stay and that I need to get on that train. I feel like this has been my attitude for the past couple of years, but the pace of automation as the only option has certainly picked up. @NeptuneMoon<\/a><\/p>\n\n\n\n

It is nice, when it is my choice…sometimes (up yours smart campaigns). But at this point, it feels like I am being bullied (cyber bullied that is) into it by the robotic overlords. @JonKagan<\/a><\/p>\n\n\n\n

I love automation. Moreso in the beginning when it was about scripts and having tools to process data faster for us. But Google using it to hide data from us – not so much! But i’m hopefully looking for the silverlinings..@TheMarketingAnu<\/a><\/p>\n\n\n\n

I am largely in favor of automation where it can help improve performance, save time, and spot things that you may have overlooked. In the past year I’ve been getting more and more frustrated with how heavily automation is being forced\/pushed. @BrettBodofsky<\/a><\/p>\n\n\n\n

Automation is incredibly complex. You can\u2019t just start using it without investing in your own education. It takes time. Since becoming a pro-automation agency, we\u2019ve 3x\u2019ed in size & our client\u2019s campaigns are more profitable than ever. This is not a coincidence. @PatrickJGilbert<\/a><\/p>\n\n\n\n

If you’re going to be across as many platforms at once as I am, and your team is energetic but lean, automation is where it’s at! that doesn’t mean just accept everything we’re served, but it’s extremely useful and worth being optimistic about. @JuliaVyse<\/a><\/p>\n\n\n\n

For example optimization score now counts towards your partner status. Auto Applied Recommendations can help you increase your optimization score because it fulfills some of those recommendations. However, that not always the best move for the client\/performance. @BrettBodofsky<\/a><\/p>\n\n\n\n

Our general attitude with any advancements in automation (or in any area we work with), is making sure we do what is best for our clients. That will change from client to client and platform to platform. @snaptechmktg<\/a><\/p>\n\n\n\n

Initially, I was all for automation but these days it’s become a little bit of a love\/hate relationship. @ameetkhabra<\/a><\/p>\n\n\n\n

My attitude has definitely developed from one where I emotionally reacted to shifts in our industry to taking a more intellectual approach and striving to understand. This is largely due to @PatrickJGilbert<\/a> but shoutout also to @siliconvallaeys<\/a> and @bigalittlea<\/a> @amaliaefowler<\/a><\/p>\n\n\n\n

It is easily written off by a lack of understanding. Garbage data in = garbage data out. It isn’t meant to fix your data problem. There are also legitimate concerns. Growing in my understanding has helped me discern between the two. @amaliaefowler<\/a><\/p>\n\n\n\n

Automation is becoming more in demand as the pandemic really forced people to live their lives differently – including the workplace, family life, shopping, etc. @GreenRope<\/a><\/p>\n\n\n\n

It has gotten a lot better and if it can be automated. We will try to be it. What we do is becoming a commodity … whether we like it or not. @duanebrown<\/a><\/p>\n\n\n\n

Automation is a great thing and it wonders when used at the right time. When the system recommends using CPA bidding with $68 as target CPA for a campaign that has $50 budget and started only 2 days ago with a single conversion, it’s definitely not the right time. @ratanjha<\/a><\/p>\n\n\n\n

Well I work in PPC automation, so I’m quite positive about it. If we’re talking Google’s automation, I haven’t and still don’t support the direction it’s headed but I recognize the importance of helping those who choose to use it. @mikeryanretail<\/a><\/p>\n\n\n\n

<\/div>\n\n\n\n

Q3: Why do you think the industry has been so slow to embrace automation?<\/strong><\/h4>\n\n\n\n
<\/div>\n\n\n\n

People don\u2019t like change. And few will admit this, but many are afraid that automation will make them irrelevant. I used to feel the same way\u2026 I was anti-automation for a very long time, simply because I was insecure about the future of my career. @PatrickJGilbert<\/a><\/p>\n\n\n\n

It’s been so pro “control all the things” for so long. Hard to give up control and give trust to the black box. @KurtHenninger<\/a><\/p>\n\n\n\n

In 2015, most of my day was spent building SKAG campaigns, making segmented bid adjustments, and finding negative keywords in a search term report. None of those things matter anymore. My job, as it existed then, was technically replaced by automation. @PatrickJGilbert<\/a><\/p>\n\n\n\n

In my point of view, due to two reasons, first one is missing transparency & other one is we sometimes don’t want to lose the existing results and don’t want to adapt the changes. @cmshah93<\/a><\/p>\n\n\n\n

When it comes to scripts, I think there is a fear that ppl think they would need coding skills. Also – it can be hard to fix problems when a script goes wrong. In terms of platform automation – fear of change and the immediate “wait i can’t see what im used to seeing. @TheMarketingAnu<\/a><\/p>\n\n\n\n

As a general rule, PPCers really like control. We have been schooled, historically, in digging deeply into all of the available data and finding “the path” for each account. Now, automation is set to take much of that away and that is scary and hard. @NeptuneMoon<\/a><\/p>\n\n\n\n

For me, 2 reasons – – The way it is (sometimes) forced through (see reps and recommendations!) – The tech companies reputations precede them – it’s hard these days to believe they have our best interests at heart instead of their own revenue\/growth. @Greg_Asquith<\/a><\/p>\n\n\n\n

My first experiences with automation were disastrous. I was pressured into it by Google or a client, without a true understanding of how the tech worked, and we burned through our budgets with terrible results. We lost clients from this. @PatrickJGilbert<\/a><\/p>\n\n\n\n

It\u2019s obvious, then, that we\u2019d be hesitant to welcome automation with open arms when it always seemed to lose us and our clients’ money! Over time, we realized there would be a learning curve and changed our attitude. We also recognized the inevitability of it all. @PatrickJGilbert<\/a><\/p>\n\n\n\n

I don’t think that’s a fair question, because it buckets all automation together. As an industry, I think we’ve been quick to adopt scripts, some automated bidding, audience insights, etc. @DigitalSamIAm<\/a><\/p>\n\n\n\n

Automation often paints in strokes that are too broad. It doesn’t understand the difference between industries\/verticals. @beyondthepaid<\/a><\/p>\n\n\n\n

The lack of transparency on what is happening in the account is hard to swallow too. There is literally no scenario where the platform & advertiser’s interests are 100% aligned. I want to trust it, but I’d also like to be able to verify too. @NeptuneMoon<\/a><\/p>\n\n\n\n

I think its us + clients. In my lil corner of the industry, partners can be hesitant to try new ‘untested’ technologies, because they’re used to personalized buys. They want to know their trusted partner is pulling the levers, not a big giant machine. @JuliaVyse<\/a><\/p>\n\n\n\n

Rightfully so, I think account managers are nervous that 1. We may not have the same amount of control over accounts and 2. Automation may replace the job of the “classic” account manager. @sonika_chandra<\/a><\/p>\n\n\n\n

A lot of the announcements and shifts come from the platforms themselves, who have proven themselves to be untrustworthy. There are also inherent issues with automation and machines, like data bias, which are legitimate and should be discussed. @amaliaefowler<\/a><\/p>\n\n\n\n

I think we’ve been hesitant to accept automation in areas that are either (a) uncharted (running an entire account) or (b) ill-suited for automation (strategy, creative). And largely, those fears have been justified. Most “smart” campaigns still suck. @DigitalSamIAm<\/a><\/p>\n\n\n\n

I think people dont like change. But also the way G has pushed this really makes it hard to embrace with open arms. I think if they would have allowed easy testing & kept everything equal we would have tried it & came to our own conclusions. @selley2134<\/a><\/p>\n\n\n\n

Well do you trust a platform you give money to, to make decisions with your money, to make the best decision for you, when one of its options is to make more money for itself? Not to mention, AI is still lacking. @JonKagan<\/a><\/p>\n\n\n\n

I agree with Greg. We’re skeptical when platforms implement automation (and for good reason), but that doesn’t make the automation inherently bad. @heyglenns<\/a><\/p>\n\n\n\n

The pace of change is also something that gives us pause. I’d feel a lot better about the push towards automation if I felt like there was time to catch up or those pushing the automation were transparent and provided education. Thankfully we have Patrick for that! @amaliaefowler<\/a><\/p>\n\n\n\n

The platforms have not worked to build trust with PPCers. This has led to caution in approaching them and has extended to automation. There is an opportunity for better communication and relationship building. It’s important to separate that from automation itself. @snaptechmktg<\/a><\/p>\n\n\n\n

That being said, I think we can mitigate these fears by understanding automation can be used for good and not evil! It allows us to have more time to drive strategy and make a bigger impact on our clients businesses. We are also still in control of the inputs! @sonika_chandra<\/a><\/p>\n\n\n\n

And, automation it better for accounts of a certain volume level and not as much for those below that threshold, which are a lot of accounts…@NeptuneMoon<\/a><\/p>\n\n\n\n

The curious part (tin foil hat time!) is that Google + FB have done remarkable things with automation in other aspects of their business, so why can’t they apply it to ads? And the obvious answer seems to be that it’s more profitable to be stupid. @DigitalSamIAm<\/a><\/p>\n\n\n\n

The industry is likely just cautious. We’re all focused on client performance and doing things that will move the needle. But sometimes its important to step back and look at the bigger picture. “Can an automation be implemented to save me time doing x?” @BrettBodofsky<\/a><\/p>\n\n\n\n

Old habits die hard. Automation use to be awful. When you have been burned.. it can be hard to trust again. Plus I’m sure some worry about losing their jobs. @duanebrown<\/a><\/p>\n\n\n\n

For me, it’s been a few things: 1. Change is incredibly intimidating 2. There have been times where I’ve genuinely worried about where my career is going and if automation will take over 3. In some cases, lack of understanding. @ameetkhabra<\/a><\/p>\n\n\n\n

It doesn’t always work. And that’s fine. But, it becomes difficult to explain sometimes. If Smart Shopping works, no question, and when it doesn’t, you don’t have solid reasons bcoz you’ve less data? It’s not only about control, you need to answer to clients too. @ratanjha<\/a><\/p>\n\n\n\n

<\/div>\n\n\n\n

Q4: What are the common misconceptions around automation?<\/strong><\/h4>\n\n\n\n
<\/div>\n\n\n\n

That it’s bad and hard to undersrtand. @TheMarketingAnu<\/a><\/p>\n\n\n\n

Let me think, well: 1. It knows more than a human 2. It operates like a human 3. You dont need human oversight 4. It can compensate for seasonal and macro\/outside factors 5. It doesn’t break 6. A rule is a strategy 7. I am tired of typing this….@JonKagan<\/a><\/p>\n\n\n\n

Distinct difference between automation and Goog’s “smart” tech stack. One automated mundane tasks, the other applies AI and Google learning stack. @KurtHenninger<\/a><\/p>\n\n\n\n

That is a trick for platforms to steal your money, or a replacement for our jobs. I don’t believe either of these to be true. @sonika_chandra<\/a><\/p>\n\n\n\n

The biggest one is that it’s not right. It takes away control for the worse. Automation is a great thing. My only concern is that there’s a right time to use different automation strategies. Account specific data is important. @ratanjha<\/a><\/p>\n\n\n\n

1 – That it only works with big budgets 2 – That Google takes over EVERYTHING 3 – That its Googles way of making you spend more. @ersmat16<\/a><\/p>\n\n\n\n

Automation is a tool for scaling, not a solution. @ctwtn<\/a><\/p>\n\n\n\n

People often try to answer the wrong questions. It\u2019s not about automation vs. manual; it\u2019s not about Maximize Conversions vs. tCPA; it\u2019s not about RSAs vs. ETAs… It\u2019s about the data! It\u2019s about whether you\u2019re setting your algorithms up for success! @PatrickJGilbert<\/a><\/p>\n\n\n\n

Without the right data, you\u2019re either miscommunicating your goals to the algorithm or you\u2019re sending it on a wild goose chase You will never truly understand all that is happening on the backend. So instead, focus your attention on solving real business problems. @PatrickJGilbert<\/a><\/p>\n\n\n\n

That you can just flip a switch and let the machine do it’s thing. Even with completely managed buys or fully automated campaigns, we still have to check them at least weekly, usually more. Automation does not mean ‘hands off’. @JuliaVyse<\/a><\/p>\n\n\n\n

One of my misconceptions was that I would instinctively know how to set up an automation. If I had a technical background it might come quickly, but I spend majority of time framing the issue before designing rule to handle it. @heyglenns<\/a><\/p>\n\n\n\n

Automation eats our job… This is the number one misconception. Ofcourse, there are some threats but not all. If we understand the data, algorithms and each movement of accounts conversion history then this journey would help us to achieve better with Automation. @cmshah93<\/a><\/p>\n\n\n\n

For example, stop testing Smart Shopping vs. Standard. Just turn off Std. or leave it alone, I don\u2019t care. Your attention should be on how to best leverage the New Customer Acquisition feature. How can you train Google to understand the value of a new customer? @PatrickJGilbert<\/a><\/p>\n\n\n\n

Its always better or always worse – as usual it depends & should be tested. @selley2134<\/a><\/p>\n\n\n\n

There is the misconception that it is downright terrible. There is also the misconception that you can set it and forget it. Neither is true. @amaliaefowler<\/a><\/p>\n\n\n\n

That you’re not a very, very necessary part of an automated effort. The machines need us to help get the right inputs and weighting. There is SO much that they don’t\/can’t know. I think most don’t realize that this is a big piece of using automation well? @NeptuneMoon<\/a><\/p>\n\n\n\n

We are the “Doctor, Teacher, and Fighter Pilots” with or without automation. Meaning we are still significant. @BrettBodofsky<\/a><\/p>\n\n\n\n

The biggest mistake is to “automate and forget!” Monitor + tweak the what you’ve automated regularly! @searchrook<\/a><\/p>\n\n\n\n

So this is tricky to articulate well. I think the biggest misconception around automation is the term itself. It’s like the term “engine” – there are thousands of different kinds that do thousands of different jobs. And if you treat them all the same, bad things. @DigitalSamIAm<\/a><\/p>\n\n\n\n

One button and it’s turned on perfectly. I did it a few times in the past and geez louise. @ameetkhabra<\/a><\/p>\n\n\n\n

The biggest being you don’t need human involved. Google tech doesn’t understand the difference between Milk Chocolate AND Chocolate Milk …. we need to guide the tech still. @duanebrown<\/a><\/p>\n\n\n\n

<\/div>\n\n\n\n

Q5: Are there scenarios where automation struggles in your experience? For example, low volume accounts?<\/strong><\/h4>\n\n\n\n
<\/div>\n\n\n\n

Julie did you write this question for me!? Yes. Low volume accounts can certainly struggle. However, there are ways to maximize your structure and volume to get data to a point where it can be useful. It just means monitoring & often starting on manual. @amaliaefowler<\/a><\/p>\n\n\n\n

Yes, it’s a challenge initially with the small accounts mostly because of data. Still, automation like RSA, ECPC, are fine. But aggressive automation like Max. Conversions, make thing worse. Wait, get data, and then use it. It works. @ratanjha<\/a><\/p>\n\n\n\n

Yes! low volume accounts for sure, also hi public sector pals!!! accounts where it is not possible to set up conversion tracking, the algos have VERY little to go on. @JuliaVyse<\/a><\/p>\n\n\n\n

Automation definitely struggles when there is limited data. Generally the less budget you have or the more niche a product you have, the worse automation will be. @CJSlattery<\/a><\/p>\n\n\n\n

YES YES YES there are. Low volume. Day to day volume or conversion fluctuations (eg weekends for B2B). B2B in general, since most automation from the platforms is geared toward B2C. What works for B2C is often the opposite for B2B and the automation doesn’t know that. @beyondthepaid<\/a><\/p>\n\n\n\n

In ability for a system to account for more than one entity. Sure I want a great ROAS, but I cannot afford to let my volume dip 75%. Yes high impression share is cool, but not if my CPC scales 150%. @JonKagan<\/a><\/p>\n\n\n\n

Automation struggles when nuance is present. Many words have multiple meanings. @robert_brady<\/a><\/p>\n\n\n\n

Accounts with quick changing conditions. I.E. Google Smart bidding struggled for us during Covid last year, right around this time. Couldn’t keep up. @KurtHenninger<\/a><\/p>\n\n\n\n

Yes – when there’s low volume. Also when the coding language has been updated and therefore the script then doesn’t work. that’s always confusing. Giving me an error message that my issue is on line 324 does nothing for me! @TheMarketingAnu<\/a><\/p>\n\n\n\n

Automation always works better with more data. Larger accounts will have an easier time finding success. That doesn\u2019t mean it\u2019s impossible for smaller accounts… it just means it\u2019s more of a challenge. You have to get creative w\/ the data that you’re feeding it. @PatrickJGilbert<\/a><\/p>\n\n\n\n

Scaling smart campaigns & as others have said picking up nuance and intent. @selley2134<\/a><\/p>\n\n\n\n

New accounts always struggle for sometime.. @cmshah93<\/a><\/p>\n\n\n\n

My recent presentation at SMX discussed how to control the learning environment to expedite the algorithmic learning process. This is key for low-volume accounts. A recording of the video can be found here: bit.ly\/3o6X5WY<\/a> @PatrickJGilbert<\/a><\/p>\n\n\n\n

So glad I’m not the only one with low vol struggles! @charleyivill<\/a><\/p>\n\n\n\n

Also, consider this – If you\u2019re in an industry where you are willing to use automation, but your competitors are not (due to low volume, etc.), it presents a massive opportunity for you to capture the highest intent auctions that others are ignoring! @PatrickJGilbert<\/a><\/p>\n\n\n\n

Automation also struggles in periods of high volatility. Machine learning does not handle situations where its inputs are pushed out beyond their operating norms. @CJSlattery<\/a><\/p>\n\n\n\n

Low volume accounts STRUGGLE to have automation work, at least in my experience. Clients want results faster than you can deliver with automated strategies on low volume. If there is something I’m missing, I would LOVE to know! @NeptuneMoon<\/a><\/p>\n\n\n\n

There are! There also may be more than we know. Lack of visibility is an issue. Where we can see it though, we see particular struggles in low volume accounts. However, we’ve definitely got some tricks to navigate this up our sleeve, like account restructuring. @snaptechmktg<\/a><\/p>\n\n\n\n

Also struggles with ad copy suggestions. Auto reccos in account can be quite bad. @KurtHenninger<\/a><\/p>\n\n\n\n

Low volume\/account can’t always make use of\/trigger certain automations right away. Most campaigns need x amount of conversions before switching to tROAS, having some data in advanced will help the machine. . Automated ad copy. @BrettBodofsky<\/a><\/p>\n\n\n\n

Not great at Black Friday. To much net new data at hyper speed is not great. Tech only knows what to do based on past data. New information\/data can send it into a tailspin. @duanebrown<\/a><\/p>\n\n\n\n

Plenty of scenarios. We’re talking about tech that has no general intelligence or common sense. It only knows what it knows. We need to think of 1P data as bigger than 1P audiences (though very important). What is ALL of our owned data, how can we deploy it? @mikeryanretail<\/a><\/p>\n\n\n\n

<\/div>\n\n\n\n

Q6: What is the role of the PPC manager or freelancer in the age of automation? Are they still relevant?<\/strong><\/h4>\n\n\n\n
<\/div>\n\n\n\n

Um, knowing how to talk to the google machine and the facebook machine and the microsoft machine and the pinterest machine and the twitter machine and all the machines! if you’re doing only one thing across these platforms, you likely won’t achieve what you want. @JuliaVyse<\/a><\/p>\n\n\n\n

Yes, even if automation takes place, client always need strategy… They are not that much savy to perform our job… @cmshah93<\/a><\/p>\n\n\n\n

Automation will change your job, but it will not replace you. In fact, the opportunity to provide value to your clients is now greater than it has ever been. The PPC Manager just needs to be willing to learn different skills. @PatrickJGilbert<\/a><\/p>\n\n\n\n

Absofrickinlutely! Imagine the algorithm like a bus, you set it in a specific direction. As things change around it, someone’s gotta drive! The algorithm just puts the gas pedal down and points itself at the goal. @snaptechmktg<\/a><\/p>\n\n\n\n

Still relevant, but they now serve as the “janitor”, the one who cleans up the mess. @JonKagan<\/a><\/p>\n\n\n\n

Absolutely we are totally relevant. Someone has to make sure the data is clean, that the strategy makes sense, and to shift course if external situations change like… I don’t know… a global pandemic. @amaliaefowler<\/a><\/p>\n\n\n\n

Pilots are still necessary for airplanes, right? But in all seriousness, automation done well will free up your expert to do more expert-y things, and fewer robot-y things. That’s a good thing for both our industry and our clients (internal or external). @DigitalSamIAm<\/a><\/p>\n\n\n\n

I think humans will always be relevant in this process. At least, if you want to have an advantage over those who just “trust the platforms to do it”. There is much a platform can’t know that you can. Using that knowledge is where our value will continue to be. @NeptuneMoon<\/a><\/p>\n\n\n\n

Still very necessary to guide automation & provide overarching strategy. @selley2134<\/a><\/p>\n\n\n\n

Today, we spend much less time working inside of accounts, and much more time developing strategy. I like to say that we don’t manage campaigns for our clients; we find creative solutions to their complex problems (via digital advertising tools). @PatrickJGilbert<\/a><\/p>\n\n\n\n

Today, it requires a higher level of business acumen. PPC Managers need a higher sense of data literacy than ever before; they need to understand good creative, good copy, good product design, and how to tie all of this together in a simple advertisement. @PatrickJGilbert<\/a><\/p>\n\n\n\n

I actually think it elevates the role of the PPC professional. It’s no longer just tactics and making incremental changes based on micro-data. Its strategic, it’s big data analysis. @ersmat16<\/a><\/p>\n\n\n\n

Bringing back that “Doctor, Teacher, Fighter Pilot” quote. Our roles may indeed change. But clients will still need someone to fix things when they go wrong, explain\/interpret, come up with new strategies, train the machines, build the automations. @BrettBodofsky<\/a><\/p>\n\n\n\n

Pre-automation PPC was basically a sales job. The PPC Manager was responsible for connecting the dots between a bottom-funnel search for a product, and a landing page that sold that product. Today, it actually requires real marketing! It\u2019s so much better! @PatrickJGilbert<\/a><\/p>\n\n\n\n

We have been working on it the last 2 years and will continue to do consulting, training and strategy work with brands and their agencies. Flipping levers is a thing of the past. It’s still a good chunk of our revenue but that is changing each year. @duanebrown<\/a><\/p>\n\n\n\n

Our role is also still as an intermediary between clients and platforms. I do see us going more the way of traditional marketing though – where its harder to determine exact point A to point B value. I don’t think thats bad, however. @amaliaefowler<\/a><\/p>\n\n\n\n

To help them understand what will work for our clients that is in line with their overall marketing strategy. There is no one size fits all solution and so we need to be proficient at explaining how the data we feed into automation will massively affects the outcomes. @TheMarketingAnu<\/a><\/p>\n\n\n\n

100% relevant, if not more! Our jobs are to drive strategy, use data to optimize on our inputs and own other parts of PPC that are not automated. We can also be marketing consultants to our clients & use our knowledge of budgeting to our advantage in a wider sense. @sonika_chandra<\/a><\/p>\n\n\n\n

<\/div>\n\n\n\n

Q7: What does a modern, pro-automation PPC agency look like? Are you currently moving toward becoming a more pro-automation agency\/consultant? If not, why not? How close are you currently to being a pro-automation PPC pro or agency?<\/strong><\/h4>\n\n\n\n
<\/div>\n\n\n\n

We used to be a team full of account managers. Everybody did everything: conduct research, build campaigns, manage data, build reporting dashboards, manage client relationships, write ad copy, create Facebook graphics. In hindsight, it was absolute chaos. @PatrickJGilbert<\/a><\/p>\n\n\n\n

It’s a focused, strategic team with a strong testing rubric, built on optimism, curiousity, and a focus on client goals. No testing for testing’s sake, and lots of opportunities to try new things. @JuliaVyse<\/a><\/p>\n\n\n\n

It looks like @AdVenturePPC<\/a> @amaliaefowler<\/a><\/p>\n\n\n\n

Our original Account Management team now has two divisions: Client Services and Strategy. CS manages the client relationship and campaign execution; Strategy helps solve the larger marketing problems. Both are responsible for campaign performance\u2026 @PatrickJGilbert<\/a><\/p>\n\n\n\n

We\u2019ve also been building out an Analytics team that can do the real data analysis that I\u2019d never been able to do. Things like linear optimization and complex correlation studies using python… Strategy is becoming more data-driven…@PatrickJGilbert<\/a><\/p>\n\n\n\n

Pro testing & following data to do what is best for the client. Sometimes that’s automation sometimes that’s more manual. I don’t think I will be “pro” automation until G starts to show data & stops forcing it down our throats. @selley2134<\/a><\/p>\n\n\n\n

A modern, pro-automation PPC agency is balanced. It prioritizes education and what is best for the client, recognizing sometimes that’s automation. @snaptechmktg<\/a><\/p>\n\n\n\n

We’re working our way towards more understanding and execution of it. I don’t know that there is a ‘close’, its an ongoing learning piece and a journey we’re happy to be on. @snaptechmktg<\/a><\/p>\n\n\n\n

On a serious note, a pro-automation PPC agency or consultant is one that is open-minded, takes time to learn and build resources and doesn’t emotionally jump to conclusions when things don’t work. They also get out of the weeds and see the forest for the trees. @amaliaefowler<\/a><\/p>\n\n\n\n

I’m still trying to figure this out a bit for myself… But, I am adopting more automation and shifting thinking to not be reflexively anti automation. I am a work in progress on this! But I am being proactive about it. @NeptuneMoon<\/a><\/p>\n\n\n\n

For example, our analytics team is diving into complicated attribution questions, or calculating customer LTV, or finding correlations between a TV ad buy and on-site conversion rate. It\u2019s really exciting. These are things we NEVER did before automation.. @PatrickJGilbert<\/a><\/p>\n\n\n\n

Ironically, my history of pre-internet marketing, I think, is going to come in very handy in this next phase of digital marketing. Being able to see the big picture and create strategies that are not just sales, but brand focused, I think will be important. @NeptuneMoon<\/a><\/p>\n\n\n\n

Hard to say how far we are in hitting moving target, but I know that having direct access to analytics\/ads data is a key component. Our little agency is making strides there. @heyglenns<\/a><\/p>\n\n\n\n

I would argue that this is less about being pro automation and more about being pro testing. though we very much embrace change and thus, automation at @SeerInteractive<\/a>, we are a pro testing agency and will always proceed with what works best on an account basis. @sonika_chandra<\/a><\/p>\n\n\n\n

I’m pro-at whatever makes the client the most money and maxes profits. Clients and brands come first. @duanebrown<\/a><\/p>\n\n\n\n

Core to a modern, automation-friendly marketing strategy is nailing your inputs and outputs. People-wise, we have been heavily investing in data literacy and tech-wise in data warehousing. @mikeryanretail<\/a><\/p>\n\n\n\n

<\/div>\n\n\n\n

PPCChat Participants<\/strong><\/p>\n\n\n\n