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.