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 drowning them in your AI “reports” or “analysis” does not work.
Maybe you think you’re doing a good thing by “double checking” your PPC agency’s work by asking your favorite AI to analyze the account structure or performance, but that isn’t actually what you are doing when you second guess your supposedly trusted resource by running to AI. You’re actually making our jobs a lot harder. Especially when you expect us to go through a lengthy AI output and do the double checking that is absolutely requires and provide an opinion on each point AI spat out. That takes TIME. Time I guarantee you is not accounted for in the project contract you have with your provider.
It is time to ask yourself, advertisers, what do you actually want? If you don’t like or trust your PPC provider, then make a decision on how you want to have your accounts managed going forward. Is it with a different PPC pro? Or do you want to DIY with AI? Because I am telling you it really cannot be both. Not sustainably. Every single time you send us your AI analysis, it eats away at our feelings about working with you long term. The message you are sending, whether it is intentional or not is that you (a) are questioning the work we are doing for you and (b) you think AI probably knows better or knows stuff we do not.
That logic is risky. And making your provider feel disrespected and/or devalued never goes anywhere good. Thinking that AI actually knows PPC better is also a dangerous path, because it has been proven over and over again that AI is wrong A LOT.
So before you ask AI to run reports for you that you plan to dump on your PPC manager, take a moment to ask yourself WHY you are doing it. If you have genuine questions about performance in an account or things you want to try testing or anything like that, try asking your provider first and see what they say!
If you want to run stuff through an AI for your own use, I guess go for it? But stop dumping it all in our laps. It is not helping. And might even be putting you on the list of clients that your provider is looking for an exit plan from.
I am already working on adding language about this to my project contracts and I would urge other PPC pros to do the same!
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