PPC Professionals should not fear, but has to take advantage of the "Automation"?

by Nice Sabino Administrator 9 replies
Most PPC professionals would normally fear that they might lose their job one day, when the automation technology advances.

We all know that technology's here to get a job done easier, but that's also the dilemma - machines can produce and get a job done faster than a human. This is why most skilled workers fear that technology could kill millions of jobs - including theirs.

I've read an article recently, and it appears that professionals could actually benefit from the rise of the automation technology.

Here's the article: Should PPC agencies be scared of automation?

Now, let's start a good argument here, and share what we think of the rise of automation.
#pay per click/search engine marketing (ppc/sem) #advantage #automation #fear #ppc #professionals
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  • Profile picture of the author Sergio80
    I cant deny that software would have an impact. However, companies still need someone to use this software and consult what to do based on results.

    Personally, I rarely use automation as I believe human input is much more valuable to make changes on keywords and bids. I see a lot of conversions from dumb keywords (have no idea why people do that) that are junk leads and if I will leave this to software it will have negative impact on the account.

    Also, most business owners would like to talk to someone and consult based on results for their growth plan.

    Maybe software might discourage new ppc people to join the market but human input is still very valuable.
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  • Software can only go so far since PPC is more creative than not. And we all know that computers are not very creative. But software can help in assist with certain tasks. I do this all the time.

    A lot of so-called PPC professionals basically run software that adjusts bids. There was even a post here a few months ago about someone noticing a problem that their agency should have notices months before. So those are the PPC professionals that should be worried because they use automation but in the wrong way. Eventually, consumers will be more intelligent and not hire them.

    Now good software as I said can help assist even with the creatives. Let's call it computer aided PPC or CAPPC, just like there's CAD (computer aided/assisted design) in some fields. It's not to completely replace the professional as that's impossible but to augment and assist in some tasks, in particular data analysis (so-called big data). You still need a human - a knowledgeable and experienced human - to make sense of the results and make the final decision. Even if my background is in database analytics, I would never let software be in total control because there are some things it just doesn't know. Besides, it can't create new ads so a human is still needed there.

    PPC is not factory manufacturing where you tell software how to build something which is just repeating.

    I have not read the link provided and will soon. A client campaign needs my attention, issues pointed out by my computer.
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  • Profile picture of the author dburk
    Hi bernice,

    My goodness, this is 2017, if you are not using automation in the management of your PPC campaigns then you are spending time on mundane repetitive tasks that could be automated. How wasteful is that?

    Automation frees up your time for more important tasks like analyzing results, working on creative ideas and competitive strategies.

    PPC advertising is highly competitive. You are competing with multiple advertisers for every new customer, and not using automation would be like digging the Panama Canal with hand tools all the while a fueled up and ready-to-go steam shovel sits idle on the project site.

    Don't get me wrong, I'm not suggesting that you let automation make critical decisions for you, only that you use automation for performing tasks on things that you have already decided and are performing on a rote basis.

    Don Burk
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    • Profile picture of the author Nice Sabino
      Administrator
      Thank you for the wonderful input, guys. Keep it coming!

      Originally Posted by Sergio80 View Post

      Personally, I rarely use automation as I believe human input is much more valuable to make changes on keywords and bids. I see a lot of conversions from dumb keywords (have no idea why people do that) that are junk leads and if I will leave this to software it will have negative impact on the account.

      Also, most business owners would like to talk to someone and consult based on results for their growth plan.
      Originally Posted by LucidWebMarketing View Post

      Software can only go so far since PPC is more creative than not. And we all know that computers are not very creative. But software can help in assist with certain tasks. I do this all the time.

      Now good software as I said can help assist even with the creatives. Let's call it computer aided PPC or CAPPC, just like there's CAD (computer aided/assisted design) in some fields. It's not to completely replace the professional as that's impossible but to augment and assist in some tasks, in particular data analysis (so-called big data). You still need a human - a knowledgeable and experienced human - to make sense of the results and make the final decision. Even if my background is in database analytics, I would never let software be in total control because there are some things it just doesn't know. Besides, it can't create new ads so a human is still needed there.
      Yeah, I also believe that there are still things that automation can't provide. Besides, humans are still behind those machines. Be it on operations or programming.

      And just like what you've pointed out, human interaction and creativity are still a huge plus. Especially when you're about to make a life changing decision.


      Originally Posted by dburk View Post

      My goodness, this is 2017, if you are not using automation in the management of your PPC campaigns then you are spending time on mundane repetitive tasks that could be automated. How wasteful is that?

      Automation frees up your time for more important tasks like analyzing results, working on creative ideas and competitive strategies.
      Yep, you're right. Just like what I've mentioned above, machines are here to help humans get their job done quickly and probably efficiently. And there are cons and pros to this, I guess it's safe to say humans and machines should work hand in hand. This surely doubles the productivity and efficiency of what the machines and humans could do individually.
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  • Profile picture of the author Expressly
    Computers can only do what they are told to do. As markets change so marketing approaches to them also need to change, and that takes people.
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  • Profile picture of the author Sergio80
    I have a background in accounting and studied over 7 years in both college and high school.

    Although, accounting tasks are now 100% software based, the first thing they teach you in school is do the accounting tasks manually. (still)

    Software will simplfy tasks to save time but they can not think like human for decision making and make suggestions.

    People still need people to grow their businesses and talk and help them make decisions.
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  • Profile picture of the author luciesmazanska
    Software will obviously have an impact on PPC agencies. However, companies will still need someone manage this software and seek advice on what to do with respect to the results.
    human creativity and interaction are still germane when it comes to life changing decisions.
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  • Profile picture of the author Ben Head
    I welcome the day, I'll make sure I master it before my clients. As long as you are the expert you'll always have a job.
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  • There is no way automation software can replace a highly skilled AdWords professional, at least not yet. If you're a beginner... something like the Wordstream 30 Minute Work Week might be able to do your job. But that's about it. I use PPC Campaign Generator myself, but it's far from easy to use and no beginner would be able to use it effectively. Not even a chance!

    ;-)
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