has been doing PPC for a while now, since 1998 to be exact, when every setting was manual.  He knows from experience that it was slow and painful to manage everything by hand.  But, doing it like this does tend to help a person learn the ins and outs of PPC.  In the end, he was able to get successful doing what he was doing.

Because these days we see more and more automation taking a big role in PPC, new account managers don’t have to learn all the fundamentals because tools help to handle the details.

Frederick believes that, as humans learn to co-manage accounts with artificial intelligence, those with the strongest fundamentals will have the best opportunities for career advancement.

[Read the full article on Search Engine Land]