I’ve been doing pay-per-click (PPC) since 1998, when virtually every setting was manual. While it was painful to manage everything by hand, it forced me to learn the ins and outs of PPC, and that helped me build a successful career.
Today, with automation playing an ever-more-important role in PPC, new account managers don’t have to learn all the fundamentals because tools handle the details.
But as humans learn how to co-manage accounts with artificial intelligence, I believe that those with the strongest fundamentals will have the best opportunities for career advancement.
Automation erodes expertise
Remember the days when photography was an expensive hobby? Before digital, every time you clicked the shutter, you used another frame of film. To see the result, you’d spend more money to get the roll of film developed and printed. And not only was it expensive, it was also slow, with most labs taking an hour or more to turn the film into a print.