I’ve been doing pay-per-click (PPC) since 1998, when virtually every setting was manual. While it was painful to manage everything by hand, it forced me to learn the ins and outs of PPC, and that helped me build a successful career. Today, with automation playing an ever-more-important role in PPC, new account managers don’t have to learn all the fundamentals because tools handle the details. But as humans learn how to co-manage accounts with artificial intelligence, I believe that those with the strongest fundamentals will have the best opportunities for career advancement.
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