Artificial intelligence tools and automation features have been the topic of many conversations in the PPC world. While AI has been an interesting topic for years now, the continuing sophistication of machine learning means that automation is now more widespread and accessible than in the past.
Among PPC managers, automation is met with mixed feelings. The idea of freeing up valuable time by automating tedious tasks is appealing, but many marketers don’t want to give up control over key functions in the PPC process, like bidding, targeting, ad copy creation, etc.
In 2020, there will be a great emphasis on AI tools that help managers make smarter decisions that provide greater results, instead of automation solutions that limit control.