Day 2 of SMX Advanced 2022 has kicked off and this morning’s keynote by Brad Geddes was all about leveraging automation in your ad campaigns.
Geddes is a PPC expert and co-founder of Adalysis, and the author of “Advanced Google AdWords,” the most advanced book ever written about Google’s advertising program. Geddes has worked with many of the world’s leading companies in managing and perfecting their PPC management and workflows.
Where is the balance?
In his keynote, Geddes went into great detail on the difference between humans and machines, what their strengths are, and how they can work together to create a winning ad campaign.
“Google and Microsoft aren’t taking away your control,” Geddes said. “They’re giving you more management options. You don’t have to fight the machine, but your job is to find the balance.”
So what is the difference?
Realizing what humans and machines do well and playing to those strengths is key. Humans are really good at:
- Creativity
- Strategy
- Storytelling
- Reacting quickly to market changes
- Auditing the machine
- Empathy
Machines, on the other hand, are really good at:
- Math
- Bidding
- Statistical significance
- Finding lookalike audiences
- Inputting repeatable data like reports
- Conversations from human-driven inputs like chatbots
Referencing recent PPC survey results, Geddes reminded us that ad managers are happy with the results when it comes to scripts and bidding. Managers have neutral feelings when it comes to RSAs, data-driven attribution, and...
Read Full Story: https://searchengineland.com/leverage-automation-by-using-imagination-385804
Your content is great. However, if any of the content contained herein violates any rights of yours, including those of copyright, please contact us immediately by e-mail at media[@]kissrpr.com.