Paid Search is becoming ever more automated. In recent months, Google, in particular, has invested heavily in features for Google Ads practitioners to ‘lighten the burden’, using machine learning to power automated bidding and optimisation.
Updates have included changes to Phrase and Broad Match Modified (BMM) match types, and a move to Responsive Search Ads (RSAs) as the default ad copy option. But what do these changes mean? And how will they impact campaign performance?
In this session, Google’s UK Agency Development Manager Yiannis Pavlakis, Agency Account Strategist Ajay Varadarajulu, and Artefact’s UK Head of Performance Tristan Sanders, discuss how the shift to more automated PPC products will impact brands (and agencies), and explain how they can take advantage in this ‘new world’.