Effectively guide AI algorithms to optimize PPC campaign results
The Paid Search Association’s (PSA) YouTube Channel Published an interview with Jack Hepp, who’s the owner of the Industrious Marketing agency. It’s part of the PSA’s monthly video series.
In the Video Jack gives his opinion on the topic of the role of (human) PPC Managers in the era of PPC automation.
Here is a brief paraphrasing of what Jack Hepp had to say on the subject:
To effectively guide AI algorithms and optimize campaign results, PPC managers need to focus on providing high-quality data and maintaining strategic oversight of campaigns. The video emphasizes several key strategies:
- Focus on Data Quality: PPC managers must ensure that the data fed into AI systems is accurate and aligned with business goals. This includes setting up robust conversion tracking, ensuring that only meaningful actions like purchases or qualified leads are tracked. Quality data allows the AI to learn effectively and make better decisions, leading to more successful outcomes.
- Guide, Don’t Control: AI in PPC is powerful but needs human guidance. Instead of viewing AI as a tool for complete automation, Harrison highlights the importance of human oversight in managing PPC campaigns. PPC managers should focus on setting up AI parameters that align with business goals, adjusting bids, and keywords when necessary, and stepping in to troubleshoot when AI goes off track.
- Optimization Outside the Platform: Since AI handles much of the bidding and keyword matching, PPC managers should shift their focus to areas outside the platform. This includes website optimization and user experience improvements, which directly impact how well AI can perform. Ensuring that landing pages are optimized for conversions helps AI algorithms target the right audience effectively.
- Monitor and Troubleshoot: While AI can handle a lot of the day-to-day management, it’s essential for PPC managers to monitor campaigns closely. Automation can sometimes go wrong (e.g., targeting irrelevant traffic), and quick human intervention is needed to correct the course. This includes regularly reviewing search terms, adding negative keywords, and adjusting campaign settings based on performance data.
- Leverage Strategic Thinking: PPC managers should continue to play a vital role in strategy development. AI excels at optimizing within set parameters, but it cannot identify new opportunities or adapt to broader business objectives. PPC managers need to think strategically about how to guide AI towards achieving long-term business goals and identifying new markets or audiences.
By focusing on these areas, PPC managers can effectively guide AI systems, ensuring that campaigns remain successful while benefiting from the efficiency and scalability AI offers.
You can follow Jack Hepp on “X” at @harrisonjhepp
