Top Highlights

• AI is essentially about prediction. And as the cost, quality, and speed of prediction increase exponentially, the value of human judgment will rise. What work and tasks are you doing in your agency right now? I’ll bet much of it is based on prediction: predicting the right bid for that keyword or predicting the right targeting to use for a campaign...
• Decide what you want your agency to BE and DO in this new world. Commit to it.
• However, just because you can target smaller and more precisely defined customer segments doesn’t mean you should spend time writing ads for them all. Your time is precious, so you, as a smart marketer, should focus on the highest priority segments and leave smaller, less important ones to automation.
• Machine learning is great at figuring out correlations within masses of data: indeed, it’s a lot better at finding patterns in large data sets than we humans are. What this really means is we’re seeing the increasing automation of the highly repetitive, boring, and tedious tasks of pulling data from reports and looking for signals within the noise....
• Popular perception, bolstered by the media, seems to indicate that there is very little left for humans—you—to do. However, the company still offers several types of Google Ads campaigns in addition to “smart” ones. It’s for the PPC professional to figure out if a smart campaign is really the way to go in a specific situation, and the answer is som...