Should PPC agencies be scared of automation?

I’m sure many of us working in PPC (or across the wider digital spectrum) have been asked at least a handful of times in recent months, “Should we be worried about automation?”

I’ve heard it from clients, and even prospective job candidates. And I can see why the question is commonly asked; it is a very interesting subject with a lot of possible responses, ranging from, “Yes, we’re all doomed. Let’s head to the hills!” to “No way, machines could never do what I do!”

In this article, I want to look at some of the main arguments against fearing the rise of automation and machine learning to try to dispel some of the confusion and uncertainty around this topic.

I’ve split this into three key areas: Campaign structure, bidding and scripting.

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Anna Shirley

Anna is a PPC Team Leader at UK-based digital marketing agency, Merkle | Periscopix. With 4 years’ experience in the industry, she oversees strategy on a number of accounts that sit within her team. She is also actively involved in client work in an Account Director capacity, with a particular focus on B2B. With a background in languages and a previous career as a translator, she’s also interested in international expansion and global strategy.

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Channel: SEMMartech ColumnSearch Marketing