Will Robots Take Over PPC? What the Future of the Industry Looks Like.

When will robots take over the work of PPC specialists, and what will be left for humans? Frederick Vallaeys joined Google in 2002, when it had about 400 employees, left when it had 40,000, and helped build AdWords along the way. Today he runs his own company, Optmyzr. In this 2016 talk he follows three trends he expects to change PPC: automation, the on-demand economy and artificial intelligence.

You'll learn the five levels of PPC automation he borrows from self-driving cars, why bid modifiers add up to as many as 180,000 bids for a single keyword, and how to keep mobile bids from drifting when the desktop bid changes. Frederick shares Optmyzr data from 700 accounts on what works in expanded text ads, and explains why Quality Score isn't linear and why first page bid estimates deserve a grain of salt.