For those who have been in the SEO industry for long enough, they will remember when everything was done manually.  In this case, when it comes to PPC, almost everything was done manually.  But because it was all done like this, it forced people to learn the ins and outs of PPC.  Today, because of automation, new account managers don’t learn the fundamentals of PPC like they used to, because they have tools to handle the details.  As humans try co-managing accounts with AI, it’s true that those who have the strongest fundamentals will have the best opportunities for career advancement.

[Read the full article on Search Engine Land.]

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