AI can change the PPC account manager’s game //

AI helps PPC managers to focus on strategic initiatives such as campaign inputs, back-end management and more, instead of manual operations.

Efficiency and effectiveness increased? This is a fascinating evolution!

As PPC continues to evolve, AI will become increasingly important in the daily operations.

Take a look at the impact of AI on PPC account managers’ daily tasks.

Manage algorithms and reduce manual work

Automation is transforming PPC since a long time.

This trend is only going to continue. Over the next few decades, we expect to see significant changes in the way PPC managers operate.

PPC managers can expect to spend less time monitoring search queries, implementing negative keywords and other tasks as automation and AI becomes more common.

Worried? Don’t be. This will allow managers to concentrate on other important tasks.

Contrary to what some may claim, automation in PPC will not result in the loss of jobs. It will instead lead to a change in roles and responsibilities.

PPC managers are now responsible for managing algorithms, not keywords. There will be a lot to do!

PPC managers could find themselves more busy than ever, and therefore more valuable to their company.

Collaboration between teams

The partnership between PPC managers, data teams and PPC campaigns is growing in importance as PPC campaigns increasingly rely on first-party data. This collaboration usually involves joint efforts towards:

• Implementing the tagging infrastructure
• Website analytics.
• Access CRM is a free service.
• Using scaled automation for data reporting.

In the past, the connection between data/analytics teams and PPC may have been restricted. It was especially true when PPC heavily relied on a small number of tracking pixels. Once these pixels were in place, the need for more intensive collaboration may have diminished.

To ensure PPC’s success, you must establish and maintain a strong relationship with your analytics/data team. It’s important to build a partnership with your data/analytics team, even if you haven’t had one before.

Want to be ahead of the competition? Use first-party data for optimizing your campaigns.

It is important to build strong relationships with the team responsible for these data projects in your organization. This will ensure you have the support and resources to remain competitive and achieve results.

Start building bridges now!

Attribution measurements and incrementality tests

PPC managers are familiar with the concept of proving the value of paid searches to an overall marketing campaign. PPC managers are used to measuring the value of PPC campaigns based on metrics such as sales, revenue and ROAS.

Your PPC program may already include an incrementality analysis. Great! But I have seen PPC programs that build these processes and it’s time to do so!

To gain insights into the effectiveness of marketing campaigns, Media Mix Modeling and Incrementality Testing are vital.

• MMM gives managers a comprehensive view of the interactions between channels and how they influence customer behaviour, which allows them to allocate budgets in an optimal way. PPC managers must be included in this discussion!
• The rise in data-driven decisions has given incrementality testing a new importance. It allows PPC managers to measure the real causal impact of marketing tactics or channels and quantifies the incremental value generated from your PPC campaigns. It provides insight into the best bidding strategies and helps to validate the results of A/B testing. It also enhances accountability through a simple way to measure the impact of marketing campaigns and communicate it to stakeholders.

PPC managers must make informed decisions in today’s complex, data-rich landscape. They should also consider the impact of their campaigns on a broader scale.

You are probably already involved with these projects in your company. If not, get started!

Building and managing audiences

Since quite some time, PPC managers have been using audience targeting as a method.

The rise of privacy laws will force new strategies and tactics for audience development, creation, and management.

You must use your CRM data to effectively manage PPC campaigns. You’re already ahead of the curve if your PPC program integrates this. Many PPC programs are still working on their first-party audiences.

The audience lists for automated campaigns such as Performance Max and Demand Gen may not be as precise. They still help shape impression delivery by using algorithmic signals and look-alike audiences.

PPC managers must take an active part in creating audiences to deliver results for their paid media campaigns.

Many PPC managers will be affected by the shift due to their audience strategy.

Tests and development of Ad Creative

Creative assets have evolved a lot in PPC over the years. Text ads have been the most popular unit in PPC for a good reason. But things are evolving and will continue to do so.

PPC is not just about search anymore. Image ads are also a part of the PPC game, thanks to Google Display Ads and Microsoft Ad Network. PPC managers also have worked for years with the delivery of video ads through YouTube. These ad units will only diversify with Performance Max.

Previously, PPC managers could have saved time by manually changing bids and managing search queries. However, now they need to spend more time on creative assets.

Creative messaging will be even more important as many optimization levers become automated. PPC managers need to work closely with creative teams in order to create custom variations of ads for images, video, text, and other media.

While we’re on the subject of creativity, PPC managers should have more time to plan their website/landing page experience. Since the beginning of this industry, CRO has played a major role in digital marketing. Advertisers need to understand why their products and company stand out with the help of AI and automated optimization. The creative of the ads and the website experience are crucial.

In the future, PPC managers will need to build stronger relationships with their creative teams.

SEO collaboration

PPC managers will be able to work more closely with their SEO teams as they save time with automation.

Teams shouldn’t operate in silos. A holistic SEO strategy should have a shared vision.

Paid and organic teams must work together in order to optimize SERPs. SERPs are changing and SGE and AI content is becoming more prevalent.

It is also important to understand the roles and responsibilities that each team has. PPC managers need to be up-to-date on the latest techniques and trends in paid advertising. SEO experts, meanwhile, should concentrate on technical optimization and creating content.

Working together, teams can complement one another’s strengths and weakness, leading to a more comprehensive optimization strategy. Communication and collaboration is essential for everyone to be on the same page.

Dig deeper. SEO vs. PPC – Differences, pros and cons, and an integrated approach

The conclusion of the article is:

All of these tactics are probably familiar to experienced PPC managers.

As the landscape changes and your daily responsibilities change, it is essential to prioritize algorithm management and optimization of user experience.

It may be difficult, but this pivot is crucial to staying on top of the game.

The article AI and PPC Account Managers first appeared on Search Engine Land.