-
Using AI Well with Your PPC Manager Ok, so this post is for clients and brands on the topic of AI use in the PPC management flow. Last week I wrote a piece entitled "Respectfully, I Do Not Care What AI Said About My Management of Your Account" and as a follow up I want to give brands some guidance on how and when to bring AI into the equation with your PPC accounts. I will start by saying, I do not love AI in general. I have been consistent and vocal on that point. But I also understand that it is here and people are using […]
-
Respectfully, I Do Not Care What AI Said About My Management of Your Account Yup, you read that headline correctly. I sincerely do not care what AI told you about how your account is being managed. And further more, I won't be spending hours going point by point reading AI's "thoughts" on the matter. We are at a crossroads in PPC right now. Many of you may not realize it, but we are. And it is this – do you want an experienced PPC professional providing strategy or management of your ad accounts or do you want to do it yourself with AI assistance? Because trying to have a pro managing the account and […]
-
If You're Not At Least Spot Checking AI Results, You're Nuts I know we are pretty far down the AI rabbit hole at this point, but we do still have functioning brains. And we should absolutely be using them! I am astonished at the sheer number of people who really and truly think that today's AI (or more accurately LLMs) can reason, analyze and think. I hate to be the one to break it to you, but they cannot actually think. What they can do is ingest data and spit out very plausible and confident sounding results to prompts. And one of the biggest problems is that most people just stop […]
-
Businesses -You Need To Own Your Google Ads Account This is your periodic reminder that as a business who is running advertising on any digital ad platform that you NEED to own your accounts on those platforms. This is not up for debate. It is your business you are advertising. You need to own and control the accounts and allow access to agencies or consultants to work on the accounts, not the other way around. I have been doing this work for over 25 years, so trust me when I tell you if you do not do this, you will end up in a situation where someone is holding […]
-
My Two Cents on Google Ads' Upcoming Changes to Budget Limited Campaigns By now you have surely heard about the changes coming to Google Ads on August 17th with regard to campaigns with limited by budget status who are using target ROAS (tROAS) or target cost per acquisition (tCPA) bidding strategies. If you have not heard, the gist is this – campaigns will now more consistently hit the targets you set, rather than consistently over performing. This is a big simplification of the announcement, but it is the heart of the change. From Google’s post on this topic: “Today, when your campaign has a "Limited by budget" status, if you use a […]