The third role humans will play in a PPC world where automations are everywhere is that of a teacher. Remember that many automations are driven by advances in machine learning Industry Email List and, as we all know, teachers are needed for learning. So PPC experts have to use their own tools and automations to overlay what the engines are doing. A cliched but easy-to-grasp example is auctions by time. If you run a ski resort, you may have historical Industry Email List lift sales data on how many passes you sell when the weather is sunny versus snowy. Chances are, Google doesn't consider this data when its automations decide which users to serve ads to and how much to bid.
So it would make perfect sense for the advertiser to help the Google system get better results by teaching it to do something different depending on the Industry Email List weather. Advertisers can and should still use Google's Smart Bidding, which is really good at determining patterns when users are in different locations, using certain types of devices, etc., but they can take control by varying the targets with which these automated systems work. In a simple example, if an advertiser expects conversion rates to be double what they Industry Email List normally are, they can set a target CPA that is twice as high or a target ROAS of half. These advertisers are NOT changing their target,
But rather adjusting the part of the equation they Industry Email List can control to achieve the same goals as usual. So when the conversion rate doubles and the bids are higher thanks to a higher target CPA, the effective CPA will remain the same as usual, but the advertiser will have obtained more conversions thanks to a higher position on the page. Optimizer's rules engine can be used in a variety of ways to monitor and improve Google automations and we recently Industry Email List covered how it can be used with external data, like weather, to add a layer of intelligence on top of Google's automated bidding to help advertisers set themselves apart from their competitors.