How to outdo the PPC robots in shopping ads
Contributor Frederick Vallaeys isn't ready for Skynet to manage his PPC campaigns just yet and shares seven ways account managers can use their experience to improve shopping ad performance.
Automation driven by improvements in artificial intelligence and machine learning will bring significant changes to how we manage pay-per-click (PPC) in 2018 and beyond.
There’s still a role for humans to play, one of which is to use what we’ve learned from years of experience to bring an account as close to perfection as possible before letting the machines take it from there.
Shopping ad performance may appear to be largely dependent on how well the automated algorithms work, with little room for account managers to optimize things. This is because the targeting is done automatically by Google, based on whatever products are in the merchant feed and how those relate to shoppers’ queries.
But there are still ways for account managers to tweak things to move the needle in the right direction.
In today’s post, I’ll explain seven ways to improve the performance of shopping ads.
Eliminate ambiguous and expensive queries
I remember several years ago, one of our customers wrote about how his shopping ads were showing for the letter “M.” That’s right, just the letter “M!”