I believe artificial intelligence (AI) will be a key driver of change in PPC in 2018 as it leads to more and better PPC intelligence.
So far, I’ve discussed the roles humans will play when PPC management becomes nearly fully automated and six strategies agencies can take to future-proof their business. In this final post on the state of AI in PPC, I’ll cover the technology of AI.
Why AI took years to matter to PPC
AI has been around since 1956, and PPC has existed since the late 1990s. So why did it take until now for AI’s role in paid search to become such a hot topic in our industry?
It’s because we’ve recently hit an inflection point where, due to the exponential nature of technological advances, we’re now seeing improvements that used to take years happen in weeks.
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