{"id":23604,"date":"2024-03-06T12:09:30","date_gmt":"2024-03-06T06:39:30","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=23604"},"modified":"2024-03-06T12:09:31","modified_gmt":"2024-03-06T06:39:31","slug":"ppcchat-navigating-ever-advancing-automation-in-ppc","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-navigating-ever-advancing-automation-in-ppc\/","title":{"rendered":"PPCChat | Navigating Ever Advancing Automation in PPC | 5th February 2024"},"content":{"rendered":"\n<p class=\"lead\">This week on PPCChat, the focus was on &#8216;<strong>Navigating Ever Advancing Automation in PPC<\/strong>.&#8217; Host <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">Julie F Bacchini<\/a> was curious to hear from PPC professionals about their thoughts on automation, especially with the recent launch of new automated solutions by the Google Ads Developer Blog.<\/p>\n\n\n\n<!--more-->\n\n\n\n<div style=\"height:11px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q1-how-far-have-you-waded-into-using-automation-in-your-ppc-practices-dipped-your-toes-in-up-to-your-knees-or-swimming-in-the-ocean-of-automation\"><strong>Q1: How far have you waded into using automation in your PPC practices? Dipped your toes, in up to your knees or swimming in the ocean of automation?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Up to Knees, I&#8217;d say.&nbsp; Since we have clients across many different verticles, automation that scales across markets has been key so far. <a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/p>\n\n\n\n<p>Swimming! I used GPT-4 in October\/November to create quite a few scripts with email alerts to be sent daily. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>I\u2019m also in the up-to-my-knees camp. (Kid has been talking about the beach nonstop lately, hence the wording of this question!)The types of accounts I typically work on struggle when fully automated. However, I also realize that automation is not moving backwards and will, at some point in the not-too-distant future, be the only option. So, I am trying to learn those new tricks as an old dog\u2026<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Knees-ish. A lot is due to automation helping our team, but we have to manage it with client comfort, and of course, public sector rules. &nbsp;<a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Q2: How would you describe your general attitude about PPC automation?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Apprehensive <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Bidding is better than manual &#8211; Usually, given enough time<\/li><li>Ad Copy Creation is cringe<\/li><li>Ad Copy Ideation is helpful<\/li><li>Labelling is helpful <a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/li><\/ul>\n\n\n\n<p>I have VERY mixed feelings about it. I like the idea of it, but the reality does not match the conceptual in practice. At least it does not in the accounts I work on, which are lead generation. Many of them are low conversion volume accounts and automation&nbsp; HAS NO ANSWERS AT THIS TIME FOR THOSE ACCOUNTS.I am concerned that so much is built with big ecommerce first (as the who is this for). And so many, many businesses are not of that mold. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>These machines are not as smart as they or their owners think they are. proceed with caution. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>Rule #1: You might not need to automate that.<br>Rule #2: Every time I&#8217;ve set an automation &#8220;just for monitoring&#8221; I never looked at it again<br>Rule #3: You can&#8217;t automate an insight<br>Rule #4: Automate the routine <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Lead-gen advertisers and PPCers have always had to figure out how to work in an ecomm first world, but that divide feels like the Grand Canyon these days. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>I&#8217;m worried it&#8217;ll be used a pretense by Google and\/or Microsoft to keep hiding more and more insights and data from us advertisers over time. They&#8217;ve been chipping away at features and controls for a while and it&#8217;s a slippery slope. Automation could easily mean us never really fully understanding what is happening or what is\/isn&#8217;t working in our accounts which is bleak. <a href=\"https:\/\/www.linkedin.com\/in\/jeremykbkrantz\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeremyKrantz<\/a><\/p>\n\n\n\n<p>Great way to put this <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a> ! Rule #4: Automate the routine.<a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jeremykbkrantz\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeremyKrantz<\/a> Just like Meta. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>I mean, I think part of the challenge is that so much is &#8220;Automation&#8221; &#8211; custom scripts changing bid strategy based on weather is automation. So&#8217;s the core understanding of placement and bidding. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>That Solutions announcement from Google Ads is unsettling. The SEJ piece says \u201cGoogle believes this decision will provide the best experience for advertisers and avoid duplication of efforts,&nbsp;<strong>as Solutions will become the primary tool for campaign management and automation.<\/strong>\u201d (emphasis mine)I have asked SEJ for clarification as to if this came from Google or is their interpretation. Cause if it came from Google &#8211; YIKES ON BIKES people.[I linked to both in the thread of the first post of this chat] <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Automation also makes people lazy and they don&#8217;t check on accounts. <a href=\"https:\/\/www.linkedin.com\/in\/josh-m-24411884\/\" target=\"_blank\" rel=\"noreferrer noopener\">@josh<\/a><\/p>\n\n\n\n<p>Suffering from shiny object syndrome from time to time helps me be aware of the latest. I am in favor of automation that helps workflows, streamlines certain optimization tasks, reporting, etc. Not at all in favor of auto-apply automation. Example &#8211;&nbsp;automated classification of search terms by intent &gt; Manual review &gt; add or exclude&nbsp;auto-apply keywords or upgrade to broad. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>See, I dunno. I love the auto-apply to pause redundant keywords. &nbsp;<a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>The other flipside is that almost all automated recommendations in Google are complete and utter garbage. So I don&#8217;t think Google is as close as they think towards automating things because if I applied 90% of those, they&#8217;d end up doing more damage than good. <a href=\"https:\/\/www.linkedin.com\/in\/jeremykbkrantz\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeremyKrantz<\/a><\/p>\n\n\n\n<p>Or like, I read the auto-apply keywords list every time it came out. &nbsp;<a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a> In my opinion, they have simply renamed existing Google scripts functionality&nbsp; to solution as that is what I have seen so far in the documents. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jeremykbkrantz\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeremyKrantz<\/a> I&#8217;m about 10 seconds away from all my public sector partners turning off Google entirely because we can&#8217;t run anything auto-created. it&#8217;s just not feasible. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>And like, I won&#8217;t lie, I love enhanced bidding. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a> isn&#8217;t that a &#8220;Remove&#8221; redundant keyword feature instead of Pause? We almost never remove as we want to know which keywords have been manually\/humanly approved. <a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a> Yes, it is scripts based, but if the statement in the SEJ piece was paraphrased from Google Ads, then I have questions\u2026<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Yup,\u00a0a primary tool for management &amp; automation. That is a little concerning. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>It is when it gets into auto doing anything that I get off the automation train. Show recommendations? Ok. Make assets (that are not active without approval)? Ok, Do anything automatically, without expressed approval? NO THANK YOU <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>I&#8217;m okay with it trying to come up with stuff, just not okay applying it without a review\/consent. <a href=\"https:\/\/www.linkedin.com\/in\/jeremykbkrantz\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeremyKrantz<\/a><\/p>\n\n\n\n<p>Can we also talk about how Google talks a big game about \u201cbrand safety and suitability\u201d but the tools for this are still bludgeons? <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a> It might be. Have used it both ways. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Attempt at a joke\u201cDo you want to know how the world looks like happens there is complete automation? Check a Google Ads account with auto-apply recommendations onIt\u2019s not a world we want to live in. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>I mean, I&#8217;d take one with auto-apply over one that&#8217;s run like it was 2009 any day. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>I&#8217;d take 2009 over autoapply. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Actually, what I used scripts most for was budget control. I forget the reason why even after monthly budgets were introduced, it just made more sense to have an hourly budget checker. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>We also have to remember that we are not Google\u2019s target audience for anything. Shareholders first.Direct to businesses second. The sales pitch of \u201crun a fully automated ad strategy on our network that reaches potential customers at the best moments\u201d and addresses data or privacy concerns? That is a pretty easy sell for lots and lots of orgs. Save on management fees and let our experts handle it &#8211; for free!&nbsp; <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>I mean, but also, I think that easy sell is made easier by a lot of our sales pitches. I&#8217;m always shocked when someone trots out a 20-year-old line in a sales pitch. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Had to turn this into a poll, btw:&nbsp;<a href=\"https:\/\/www.linkedin.com\/posts\/revaminkoff_ppc-ppcchat-googleads-activity-7170833837495664642-hJLJ?utm_source=share&amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.linkedin.com\/posts\/revaminkoff_ppc-ppcchat-googleads-activity-7170833837495664642-hJLJ?utm_source=share&amp;utm_medium=member_desktop<\/a> <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Q3: Where do you use and\/or plan to use automation the most in 2024? What has influenced your decisions about how and what to use?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If I had the option, I&#8217;d use it most in billing! but our preference seems to be to have machines make our art and music while people fill in forms. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>Bidding, Ad Copy ideation, Image Ad Creation. <a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/p>\n\n\n\n<p>If platforms like Google Ads make functions that were previously script based (you had to find the script and put your info into it and then upload and test it) I will be all over that! <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a> I am so surprised they haven&#8217;t done that yet.<a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/p>\n\n\n\n<p>I have played around with using AI to:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Give me copy ideas<\/li><li>Tell me what my client\u2019s site is about<\/li><li>Tell me what their competitors\u2019 sites are about <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/li><\/ol>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a> I think that is what the Solutions stuff in the links is? I need to dig around some more. Or at least some of what it is? I\u2019m not totally clear after reading both pieces. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Ad Copy Creation, Media Planning, Audience Research, Geo-Targeting Research w\/ Population Count, Keyword Research, Competitor Research. <a href=\"https:\/\/www.linkedin.com\/in\/jeremykbkrantz\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeremyKrantz<\/a><\/p>\n\n\n\n<p>In the PMax Answers piece from last week, Google Ads also claimed that their AI will \u201cnever create the same asset twice\u201d which I found fascinating. Here is the link: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/14587068\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/support.google.com\/google-ads\/answer\/14587068<\/a>\u00a0 <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a> let me rephrase- I&#8217;m surprised they didn&#8217;t do that 3-5 years ago. <a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/p>\n\n\n\n<p>I think it&#8217;s for the same reason that conversion rates are really hard for Google to use in their ranking algorithms: too much noise, too much specificity. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Still try not to use automation outside of some of the bidding (and will take automated billing any day!!) <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Oooh, I forgot G Ads help has an AI support assistant! I see it on the page I just linked. I will try that out and report back too\u2026<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Well like, again. How many Headlines can one really make? Do you really need LLMs to say &#8220;Tallahassee Interstate Movers&#8221; in less than 25 characters?\u00a0<a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a> Tallahassee Interstate Movers is 29 characters. <a href=\"https:\/\/www.linkedin.com\/in\/jeremykbkrantz\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeremyKrantz<\/a><\/p>\n\n\n\n<p>I just want them to tell me which one is working!!! <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>(Versus making me run all of them and then still making me run all of them and then saying why aren&#8217;t there another 15 that you&#8217;re using too?) <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a> Also, let\u2019s be real\u2026Google might want you to create a bazillion headlines, but it will find the 4 it likes and use them over and over and over. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Automations &#8211; reporting, alerts, analysis &amp; insights, copy ideas, anything that requires repetitive manual work and can be done with a standard checklist or SOP. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>I have been letting go of the idea that we can actually test much of anything over the past 18 months. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>( Acktshually from an old study I ran: <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Finally, including \u201cNow\u201d or \u201cToday\u201d in the headline seems to turn off users from clicking, to the tune of a .97% drop at a 98% confidence. At lower confidences (90%), including the word \u201cNow\u201d in the body copy drops CTR by .33%.<\/p><\/blockquote>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a> Sample size? <a href=\"https:\/\/www.linkedin.com\/in\/jeremykbkrantz\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeremyKrantz<\/a><\/p>\n\n\n\n<p>\u00a0<a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a> and <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a> I&#8217;m come to believe that of those 15 headlines, 14 of them are just supposed to be static Keyword Variations to replace DKI. <a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/p>\n\n\n\n<p>16K ads, &#8211; only sampled the ones over 1000 impressions. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Copy all the recommended keywords to add to headlines\/descrips when building an RSA in the UI and paste them into GPT and tell it to find a way to use all the words in 5-10 headlines &amp; 3 descriptions. Then edit them as needed and paste them into the RSAs, higher good\/excellent scores!\u00a0<a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a> I agree with the billing. Reporting\/Analysis is a big one too.<br>I recently used it for data enhancement on a customer list that was missing zip codes but had city &amp; state. I&#8217;m of the mindset that I&#8217;ll use it for ANYTHING&#8230;until it proves to me it can&#8217;t handle it. One thing it can&#8217;t handle a lot of the time is large data files. Greater than like 1000 rows sometimes. <a href=\"https:\/\/twitter.com\/timmhalloran\" target=\"_blank\" rel=\"noreferrer noopener\">@timmhalloran<\/a><\/p>\n\n\n\n<p>So not a publishable sample size. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>In the future we will just enter some acceptable phrases to have in headlines and Google will do the rest. They are already playing fast and loose with what a headline even IS with their nonsense where they might only show one and jam another one at the beginning of the description area. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>It&#8217;s funny for someone who literally just posted from a granular ad copy study &#8211; but I don&#8217;t think search ad copy matters all that much tbh. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Beyond hitting the right beats <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Like if you have bad copy, that&#8217;s one thing <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Now I think it will get really interesting <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a> when more and more and copy is AI generated &#8211; either in platform or via a ChatGPT. And it all SOUNDS THE SAME. Still writing your own could pay huge rewards in that scenario! <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>It&#8217;s a big issue in regulated industries though &#8211; the more Google forces AI, the more I expect some of them won&#8217;t be able to run? <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Legal has to sign off for a few of our clients (and for a reason) <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Q4: What are you stubborn about when it comes to automation in PPC? What is the reason for your stubbornness on that aspect?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I will not allow anything to auto-apply. EVER. One simply needs to peruse G Ad\u2019s recommendations to see why allowing auto application could be a disaster. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Trust.Seen so many &#8220;Automated Recommendations&#8221; that are horribly off. <a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/p>\n\n\n\n<p>Anything about increasing budgets. Google, we signed an MPA. we can&#8217;t just increase like that. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>I have a hard time releasing my ad groups from phrase\/exact, even if it says to me, &#8220;Yo that&#8217;s already covered with your broad match&#8221; &#8212; My brain still goes &#8220;&#8230;..yeaaah but I&#8217;ll bid less if it matches for the exact match so Im&#8217;ma keep it okay? Okay.&#8221;<a href=\"https:\/\/twitter.com\/timmhalloran\" target=\"_blank\" rel=\"noreferrer noopener\">@timmhalloran<\/a><\/p>\n\n\n\n<p>Dang everyone stole all of my bullets. Bravo. <a href=\"https:\/\/www.linkedin.com\/in\/jeremykbkrantz\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeremyKrantz<\/a><\/p>\n\n\n\n<p>Sense checking\/brain power &#8212; the AI just doesn&#8217;t get it &#8212; still more often than not. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Stubborn about not auto-applying<br>And not going by the book or completely rule-based, automated every time. Reason &#8211; It skips nuance and may even lack context. Similar to our fears of AGI and the recent Gemini fiasco. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/timmhalloran\">@timmhalloran<\/a> Exact is what BMM was 5 years ago and Phrase is what Broad was then. Broad today is just Topics with an Inigo Montoya &#8220;I don&#8217;t think that means what you thing it does&#8221; GIF. <a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/p>\n\n\n\n<p>Related to that query filtering. It&#8217;s really hard to not filter down based on match types. But when I&#8217;ve tested full broad vs. query filtered exact, phrase, broad &#8211; most of the time, the broad ended up working better (as long as I had a solid negative list). That&#8217;s been hard for me to stop doing. Also, overbuilding &#8211; especially with multi-location clients. It makes so much sense to break out locations by campaign, but nowadays you&#8217;re going to be stuck in a perpetual learning limited, especially with B2Bs that don&#8217;t have the conversion volume to get out of it. So I&#8217;ve been consolidating a lot more where I can, and using DKIs when I don&#8217;t trust the automation to match to the correct location if I&#8217;m forced to consolidate two locations where their distance worries me. <a href=\"https:\/\/twitter.com\/timmhalloran\" target=\"_blank\" rel=\"noreferrer noopener\">@timmhalloran<\/a><\/p>\n\n\n\n<p>Here is another question I have regarding in platform AI &#8211; will it take strong-performing assets from competitors and use it in your ads and vice versa? Will it just crib off of what works in one account and slap it in all the others?????? <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a> Broad match in 2025 = &#8220;Any contextual signal connected to said keyword or topic allowing up to 6 degrees of separation from your stated intent.&#8221; <a href=\"https:\/\/twitter.com\/timmhalloran\" target=\"_blank\" rel=\"noreferrer noopener\">@timmhalloran<\/a> <\/p>\n\n\n\n<p>There are aspects of this that are so therapeutic to hear from not just me.<a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/timmhalloran\" target=\"_blank\" rel=\"noreferrer noopener\">@timmhalloran<\/a>  Hopefully, automation will evolve to be able to allocate budget based on locations but within a single campaign. Because right now, a lot of things get split out for budget control on location A, B, C. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a> That\u2019s my thinking &#8211; Google knows what words, phrases and sentiments are converting searches into leads and sales. <a href=\"https:\/\/twitter.com\/Pete_Bowen\" target=\"_blank\" rel=\"noreferrer noopener\">@Pete_Bowen<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/timmhalloran\" target=\"_blank\" rel=\"noreferrer noopener\">@timmhalloran<\/a> Good point on Overbuilding.\u00a0 We&#8217;ve implemented an Ad Group Consolidation process to help identify and address this.\u00a0 It was needed with some accounts that had 10+ years of build-out. <a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/p>\n\n\n\n<p>Well, wait, we all just said an easy button is what we wanted for our clients &#8212; like would any of us be able to explain like, a linguistic eigenvector? <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>I think the Google reps are being judged on auto-apply adoption, and we were told at one point it was a criterion for Premier Partner last year &#8211; not sure about this year &#8211; but I&#8217;m with you &#8211; pretty stubborn on not adopting 95% of it. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>In the sense that I think &#8220;aboutness&#8221; is super hard to define in a programmatic way. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>But LLMs! <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a> This is where I\u2019d love to see some real talk about where AI and ML shines and where it does not (at least right now). Go big on the stuff it does really well and be honest on where it still struggles. Stop acting like it does everything it attempts equally well when we all know it does not. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Well like, I&#8217;m trying not to touch the third rail of LLMs &#8211; this kind of aboutness scoring can probably be more easily done (and has been by people smarter than me) with other methods. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Along the lines of validation, do any of you have these conversations with yourself or your coworkers when editing campaigns:&#8221;Well we set the ROAS at 11:1 but I&#8217;d prefer not to drop it down to 9, even though I think it&#8217;ll work better because I don&#8217;t want to train the machine to assume we want to hit a 9. And then, every time I build a campaign in the future, even though I could have hit a 15 or 18:1 ROAS, the ML algo knows I&#8217;m okay with a 9, so it&#8217;ll penalize me for getting greedy&#8230;&#8221;<a href=\"https:\/\/twitter.com\/timmhalloran\" target=\"_blank\" rel=\"noreferrer noopener\">@timmhalloran<\/a><\/p>\n\n\n\n<p>1000% &#8211; that&#8217;s exactly the kind of weird human stuff that a good automation would handle? <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>But that&#8217;s also really hard to predict and model. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>I think we buy into marketing materials from the ad companies too much. <a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/p>\n\n\n\n<p>Yeah. That&#8217;s one example but the idea that I&#8217;m working with a computer with perfect recall that knows my expectations for an ad account, and finds ways to spend the maximum amount while remaining within 10-20% of my expected return on a monthly basis so I don&#8217;t get too angry or too ecstatic \u2013 my head still wonders. But you&#8217;re right. Pretty difficult to model that type of behavior. <a href=\"https:\/\/twitter.com\/timmhalloran\" target=\"_blank\" rel=\"noreferrer noopener\">@timmhalloran<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>PPCChat Participants<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>James Svoboda\u00a0<a href=\"https:\/\/twitter.com\/Realicity\" target=\"_blank\" rel=\"noreferrer noopener\">@Realicity<\/a><\/li><li>Ali Mehdi Mukadam\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/li><li>Julie F Bacchini\u00a0<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/li><li>Julia Vyse <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/li><li>Doug R Thomas, Esq\u00a0<a href=\"https:\/\/twitter.com\/ferkungamaboobo\" target=\"_blank\" rel=\"noreferrer noopener\">@ferkungamaboobo<\/a><\/li><li>Jeremy Krantz <a href=\"https:\/\/www.linkedin.com\/in\/jeremykbkrantz\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeremyKrantz<\/a><\/li><li>Josh M <a href=\"https:\/\/www.linkedin.com\/in\/josh-m-24411884\/\" target=\"_blank\" rel=\"noreferrer noopener\">@josh<\/a><\/li><li>Reva Minkoff\u00a0<a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/li><li>Tim Halloran <a href=\"https:\/\/twitter.com\/timmhalloran\">@timmhalloran<\/a><\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Related Links<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.karooya.com\/blog\/reduce-wasted-spend-negative-keywords-faq\/\" target=\"_blank\" rel=\"noreferrer noopener\">Reduce Wasted Spend: Your Negative Keywords FAQ Handbook<\/a><\/li><li><a href=\"https:\/\/www.karooya.com\/blog\/google-search-ads-best-practices-2024\/\" target=\"_blank\" rel=\"noreferrer noopener\">Simple Steps to Mastering Google Search Ads in 2024<\/a><\/li><li><a href=\"https:\/\/www.karooya.com\/blog\/step-by-step-guide-integrating-amazon-attribution-google-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Step-by-Step Guide to Integrating Amazon Attribution for Google Ads<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>This week on PPCChat, the focus was on &#8216;Navigating Ever Advancing Automation in PPC.&#8217; Host Julie F Bacchini was curious to hear from PPC professionals about their thoughts on automation, especially with the recent launch of new automated solutions by the Google Ads Developer Blog.<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-23604","post","type-post","status-publish","format-standard","hentry","category-ppc-chat"],"featured_image_src":null,"author_info":{"display_name":"Amita","author_link":"https:\/\/www.karooya.com\/blog\/author\/amita\/"},"_links":{"self":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/23604","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/comments?post=23604"}],"version-history":[{"count":12,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/23604\/revisions"}],"predecessor-version":[{"id":23637,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/23604\/revisions\/23637"}],"wp:attachment":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/media?parent=23604"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/categories?post=23604"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/tags?post=23604"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}