The Promise and Pitfalls of AI in PPC: Better Targeting But Still No Substitute for Human Judgment
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AI can improve PPC campaigns through better targeting, creative optimization, and performance measurement. However, it still has limitations and should not fully replace human judgment.
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Personalization powered by AI will become even more important in 2024, allowing brands to provide hyper-targeted content.
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Generative AI tools like ChatGPT can aid creativity and productivity but relying solely on them can result in generic, poorly performing ads.
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As AI levels the playing field, human perspectives and creativity will be key for brands to stand out. Strategies should still start with creative concepts first.
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Increased campaign automation will reduce optimizers' control but also free up time for understanding client goals and testing new strategies. Human connection with audiences will remain vital.