The changing role of PPC (Pay per click) agencies
On my previous post, I discussed PPC agencies evolving into Strategic Partners. So far, manual optimization of a Google Ads account has been a big component of the service given by a PPC agency. A lot of elbow grease was put in by Google Ads experts to ensure that clients would get a good ROI on their invested budgets. But now with the advanced stage of Google AI (Artificial Intelligence) and ML (Machine Learning) things are changing. While campaign optimisation will continue to be part of the service, this is to be performed at a higher level and with less…