Google.com Level 3 This level of automation manages multiple tasks together and includes the interaction of managed components. An example here would be a system that automates both setting bids and budgets and is smart enough to understand that when bids are increased it may require adjusting budgets to drive the most traffic to top performing campaigns. A tool that manages bids, bid adjustments, and budgets in unison is an example of Level 3 PPC automation. Image of Optmyzr's presentation. A tool that manages bids, bid adjustments, and budgets in unison is an
example of Level 3 PPC automation. Image of Optmyzr's presentation. Level 4 We are now moving into full automation, where human oversight is no longer necessary as long as ads are kept within fairly strict boundaries. Imagine a specific vertical platform where you set campaign goals, like a target CPA and maximum budget, and because the jewelry retouching service vertical is so tightly defined, the system knows what it's allowed to do with bidding, budgets, ads, keywords, targeting options, etc. Level 5 I think that's what Eric Schmidt, CEO of Google when I worked there, was talking about in our weekly
TGIF meetings. He envisioned a world where the advertising system was so smart that it would know how to grow any business. A business could write a blank check to Google, knowing that it would see profitable growth as a direct result. Conclusion As artificial intelligence begins to play a bigger role in managing PPC accounts, I think we need to be vigilant in understanding the capabilities of the systems we rely on. There is so much hype and marketing around AI that we can easily be fooled into thinking an automation is much more advanced and capable than it actually is. As an industry, we need to follow the