What a momentous year 2017 was for the evolution of machine learning in PPC.
Google added in-market audiences for search as well as two new bidding strategies (maximize clicks and maximize conversions), introduced predicted click-through rate and optimized ad rotation to AdWords, and launched Google Attribution.
Machine learning is the future of search, without a doubt.
As Google’s supply of data expands, and their AI research continues to make progress, we can only expect the quality of their machine-learning driven features to improve.
The present is a more complicated matter.
Advertisers need to decide between Google’s automation, adopting a manual…