The new PPC playbook: From media buyer to profit engineer
via searchengineland.com
Short excerpt below. Read at the original source.
Roll the clock back five, 10, or 15 years, and a PPC practitioner’s value was directly tied to tactical proficiency. Not anymore. Today, Google and Microsoft automate much of the tactical work. Machine learning and AI manage bids, test creatives, and find audiences faster and more efficiently than any human could. Unfortunately, this reality has […]