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Why you shouldn’t fight ad platform automation, but instead use your business data to train algorithms how to market you more effectively.Stages of maturity for dealing with data, ending with predictive analytics.What was in it for the platforms to automate PPC marketing.How marketing has become more computationally complex than humans can handle.
I believe listening to this episode will give you that plan. One that, over time, will generate the leads you need at the best possible acquisition cost. The point is, you should have a game plan that works with the platforms’ AI. The platforms believe their AI is smart enough to run marketing, so we can either be passive, letting them spend our money as they see fit, or we can choose to give them navigational assistance while they drive.
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In tandem with implementing their ‘smart’ software that runs autonomously, they have been restricting a marketer’s ability to manually control campaigns. Thanks to major AI investments they have made in the last five years, they’ve been able to automate much of the work that marketing professionals have done. These professionals scour through data for the relationship between a company’s ads and the buyers actions once found, budgets get shifted to achieve that optimal effect.Ī wrench has been thrown into our acquisition dreams by the ad platform titans: Google, Facebook and Microsoft (who own LinkedIn). That premise has driven why digital marketing, and especially Pay-per-click (PPC) is managed by experienced humans. If every part of your customer acquisition can be measured, you’ll figure out how to do it profitably.
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