In theory, it sounds great that Google Ads will take over much of the hard work.
Posted: Tue Feb 11, 2025 9:31 am
In reality, however, the transition to layered automation wasn't nearly as great.
This leads us to the next big question: Will PPC automation replace marketers?
Will automation replace PPC experts?
Layoffs and job restructuring due to automation is certainly a sensitive topic.
When we add to this the looming economic slowdown, we find that many market lithuania mobile database ers are holding on to their positions as best they can.
The marketing industry has seen shifts in job responsibilities, specifically in the content space, thanks to platforms like ChatGPT, Bard, and others.
However, it is time to settle this debate once and for all.
Automation will not replace the need for PPC marketers. Remember, automation has already replaced many of the day-to-day tasks that PPC professionals have performed for the past decade or so. What we are seeing and will continue to see is a shift in the role of PPC professionals.
As automation and machine learning take over the role of day-to-day management, PPC professionals will spend more time doing things like:
Data analysis and quality.
Strategic decision-making.
Review and optimization of automation outputs.
Automation can greatly streamline overall campaign management.
But automation tools alone can’t replace human input and storytelling based on data and insights. That’s the beauty of layering your PPC automation. You’re simply building on what the automation tools offer, freeing up more time to become a more strategic PPC marketer.
PPC Automation Layering Use Cases
There are many ways PPC marketers and automation technologies can work together to achieve optimal campaign results. Below are just a few examples of how to use automation layering to your advantage.
Make the most of smart offers
As mentioned above, Smart Bidding is one of the most useful tools for PPC automation. Google Ads has developed its own automated bidding strategies to take the guesswork out of manually managing your bids.
But Smart Bidding is definitely not set-it-and-forget-it. Smart Bidding outputs can only be as effective as the inputs provided to the machine learning system. So how should you use automation layering for Smart Bidding?
First, choose the bid strategy that best fits your individual campaign goal. You can choose from the following options:
Cost per action (CPA)
Target return on ad spend (ROAS)
Maximizing conversions
Maximizing conversion value
It is always important to put certain safeguards in place to reduce the volatility of campaign performance.
This is where setting up an automatic rule that alerts you whenever significant volatility is reported could help, e.g.:
a sharp increase in cost per click (CPC) or costs.
A decrease in impressions, clicks, or costs.
This leads us to the next big question: Will PPC automation replace marketers?
Will automation replace PPC experts?
Layoffs and job restructuring due to automation is certainly a sensitive topic.
When we add to this the looming economic slowdown, we find that many market lithuania mobile database ers are holding on to their positions as best they can.
The marketing industry has seen shifts in job responsibilities, specifically in the content space, thanks to platforms like ChatGPT, Bard, and others.
However, it is time to settle this debate once and for all.
Automation will not replace the need for PPC marketers. Remember, automation has already replaced many of the day-to-day tasks that PPC professionals have performed for the past decade or so. What we are seeing and will continue to see is a shift in the role of PPC professionals.
As automation and machine learning take over the role of day-to-day management, PPC professionals will spend more time doing things like:
Data analysis and quality.
Strategic decision-making.
Review and optimization of automation outputs.
Automation can greatly streamline overall campaign management.
But automation tools alone can’t replace human input and storytelling based on data and insights. That’s the beauty of layering your PPC automation. You’re simply building on what the automation tools offer, freeing up more time to become a more strategic PPC marketer.
PPC Automation Layering Use Cases
There are many ways PPC marketers and automation technologies can work together to achieve optimal campaign results. Below are just a few examples of how to use automation layering to your advantage.
Make the most of smart offers
As mentioned above, Smart Bidding is one of the most useful tools for PPC automation. Google Ads has developed its own automated bidding strategies to take the guesswork out of manually managing your bids.
But Smart Bidding is definitely not set-it-and-forget-it. Smart Bidding outputs can only be as effective as the inputs provided to the machine learning system. So how should you use automation layering for Smart Bidding?
First, choose the bid strategy that best fits your individual campaign goal. You can choose from the following options:
Cost per action (CPA)
Target return on ad spend (ROAS)
Maximizing conversions
Maximizing conversion value
It is always important to put certain safeguards in place to reduce the volatility of campaign performance.
This is where setting up an automatic rule that alerts you whenever significant volatility is reported could help, e.g.:
a sharp increase in cost per click (CPC) or costs.
A decrease in impressions, clicks, or costs.