“PPC trends: ‘keywordless’ paid search and the move to automation”

New report : “PPC trends: ‘keywordless’ paid search and the move to automation” from Econsultancy featuring BrightBid’s thoughts.


“In recent years there has undoubtedly been a shift towards Google’s AI taking the reins from PPC marketers, from the Search Terms Report displaying less data to Responsive Search Ads (RSAs) becoming the default text ad format, to Google retiring Broad Match Modifier (BMM) match types, which allowed marketers to specify certain required keywords before a Broad Match ad would display.


“Essentially, it’s a way of controlling the marketplace better from Google’s side,” BrightBid says of Google’s increased emphasis on automation and AI.
BrightBid is an AI-powered adtech company with its own automated AI engine for optimisation and bidding, so the team are proponents of the advantages of AI in marketing.

However, they also believe in letting marketing experts retain control, an approach that Stavropolous describes as “automation, but with a human touch”.
“We automate what is repetitive, and what can be amplified when it comes to optimisation,” he explains. “But we want our digital specialists to have overarching control.

News

GoTech

GoTech Awards 2024

Excited to be a finalist in the GoTech Awards 2024 in the ‘AI/ Machine Learning’ category. The awards aim to celebrate the UK’s tech pioneers and innovators and are in collaboration with Business Leader.  The awards recognise the best the UK has to offer in categories including mobile technology, AI and machine learning, sustainability, and…

Read Article

Episode #121 of the SaaSiest Podcast is out now!

In this episode, the podcast featured Gustav Westman, our CEO at BrightBid. They talked with Gustav about how he started his SaaS by first selling 3rd party SaaS solutions, to collect marketing intelligence and validate the need before building the platform. Some of the questions covered were: Tune in to learn how you can leverage…

Read Article

‘Human involvement is fundamental’: Marketing and generative AI in 2024

BrightBid quoted in eConsultancy’s new report: Marketing and generative AI in 2024 Kate Cox, Chief Marketing Officer at BrightBid, emphasises the importance of getting your data in order. “It is incredibly important to set up marketing processes for the AI future. …to use it effectively, data needs to be structured in an AI-friendly way and…

Read Article

Synergising Black Friday: navigating the Amazon-Google advertising landscape

“Black Friday became the biggest shopping phenomenon of the year in 2001, dethroning the Saturday before Christmas in the process. Four years later, Cyber Monday was thrown into the mix – meaning shoppers have close to an entire month to delight in discounts and promotions on their favourite products, both in-store and online. 2023 looks…

Read Article

Could generative AI be a ‘skill leveller’ in marketing?

ChatGPT makes “the average really visible”, says Kate Cox, CMO at BrightBid, “so you know what the baseline is.” Econsultancy Live last week on the topic of “Generative AI Hype: Revolution or Mirage?” “If you know that that is ‘average’, you can then spend your time making it better, and just invest that human skill…

Read Article

Court witness accidentally reveals Google’s secret search pact with Apple

📊 Kevin Murphy, a University of Chicago professor and Google’s main economics expert, revealed that Google pays Apple 36% of Safari’s search advertising revenues to remain its default search engine. 💰 Speculation suggests that this amounts to an $18 billion annual payment although this has not been confirmed. ⚖️ The Department of Justice’s trial is…

Read Article