Artificial Intelligence (AI) and machine learning have been a part of PPC for quite a while now. If that’s so, why are they such hot topics all of a sudden? In part, it’s because exponential advances have now brought technology to the point where it can legitimately compete with the performance and precision of account managers of the human variety.
Recently, Frederick Vallaeys covered the new roles humans should play in PPC as automation takes over. In this post, he offers some ideas for what online marketing agencies should consider doing to remain successful in a world of AI-driven PPC management.