Jun 21, 2022
In Welcome to the Forum
Few consumers took the time to prepare.Google executives, industry bloggers, and industry peers have all said automation is going to disrupt us. And yet, too few agencies heed the warnings and will wait until it's too late to change.Complement rather than compete with automationso while automation is bound to be here to stay, a modern account manager will better understand how to make it part of their routine. But if for some reason you still think you can compete with automation and win, take this advice from hal varian. Google's chief economist.He said:“if you are looking for a career where your services will be in high demand, you should find something where you provide a rare and complementary service to something that becomes ubiquitous and cheap. So what is becoming ubiquitous and cheap? The data. And what is complementary brazil phone number list to the data? Analysis."You know what's becoming ubiquitous in ppc? Automating. Many of these automations aren't just cheap, they're free and available to all users in google's ad management interface. Sounds like exactly The kind of thing varian was talking about. Heeding his advice, it seems smarter to me to become a great complement to automation than to fight it by continuing to do the same old things manually.Automated tools don't guarantee success - you dothe reality of ppc automations is that results vary from advertiser to advertiser, so not everyone will see case study-worthy results when rolling out google's latest smart feature. But on average, automated tools yield better results with less effort, so if you find yourself an outlier who isn't succeeding, you need to figure out why first.