PPC Campaigns Run by AI or by Humans! Which is Better?
AI is the contemporary and leading-edge trend that is implemented widely in the digital marketing
arena especially for carrying out the PPC campaigns. Many digital marketing companies are
advocating that they use state-of-art AI and other machine-learning tools with an ambiguous
promise that they will outperform the humans for carrying out the campaigns. Although they make
high claims that AI is being used for driving the digital marketing campaigns, the fact is that it is
always the case.
The Current AI Scenario
Most companies argue that they use AI for paid searches and they mainly revolve around the
bidding algorithms only. But as a matter of fact, ‘machine learning’ is being used for all these
things. It is a subset of AI in which a computer tries to progressively work and improve on a given
set of tasks as per the embedded dataset. It is more like the ‘deep learning’ agenda where the
computers keep learning to improve their skills like the humans do. So, if there is a change in the
position or other criteria, the bids also will change automatically because of the machine learning
algorithm. Also, depending on the set of keywords, the bidding strategies will be changed
accordingly, emphasizing on reaching the goal especially by prioritizing the cheaper cost
conversions. This process has been going on in the AI field since the time it was introduced to
carry out the bidding campaigns using appropriate strategies. For them to completely replace
humans in this field, it will take another decade or more.
The Human Intervention
We have not yet reached the stage where it is all robots and no humans to carry out our PPC
human intervention to make it happen in the current scenario. Be it the creation of apt content for
blogs, articles, websites, ads, etc., we need complete human assistance right now. This is
important as the right content will hel