{"id":654224,"date":"2025-02-22T12:09:58","date_gmt":"2025-02-22T09:09:58","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/is-ai-making-ppc-marketers-better-or-worse\/"},"modified":"2025-02-22T12:09:58","modified_gmt":"2025-02-22T09:09:58","slug":"is-ai-making-ppc-marketers-better-or-worse","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/is-ai-making-ppc-marketers-better-or-worse\/","title":{"rendered":"#Is AI making PPC marketers better or worse?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2bea370cee9\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2bea370cee9\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/is-ai-making-ppc-marketers-better-or-worse\/#Have_you_switched_to_the_new_PPC_mindset_PPC_experts_discuss_when_AI_should_be_used_but_also_when_human_intervention_is_still_needed\" >Have you switched to the new PPC mindset? PPC experts discuss when AI should be used but also when human intervention is still needed.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/is-ai-making-ppc-marketers-better-or-worse\/#The_new_PPC_mindset\" >The new PPC mindset<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/is-ai-making-ppc-marketers-better-or-worse\/#Where_AI_shines\" >Where AI shines<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/is-ai-making-ppc-marketers-better-or-worse\/#Common_misconceptions_about_AI_in_marketing\" >Common misconceptions about AI in marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/is-ai-making-ppc-marketers-better-or-worse\/#Creativity_and_AI_How_do_you_see_this_interplay_between_AI_and_creativity_evolving\" >Creativity and AI: How do you see this interplay between AI and creativity evolving?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/is-ai-making-ppc-marketers-better-or-worse\/#Which_AI_solutions_in_platforms_would_you_never_try\" >Which AI solutions in platforms would you never try?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/is-ai-making-ppc-marketers-better-or-worse\/#Whats_next_for_AI_in_PPC\" >What\u2019s next for AI in PPC?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/is-ai-making-ppc-marketers-better-or-worse\/#Watch_Have_you_switched_to_the_new_PPC_mindset_Overtime_live_Q_A\" >Watch: Have you switched to the new PPC mindset? + Overtime live Q&amp;A<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Have_you_switched_to_the_new_PPC_mindset_PPC_experts_discuss_when_AI_should_be_used_but_also_when_human_intervention_is_still_needed\"><\/span>Have you switched to the new PPC mindset? PPC experts discuss when AI should be used but also when human intervention is still needed. <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>A panel of three PPC marketing experts \u2013\u00a0Greg Finn (Cypress North), Kerri Amodio (Refine Labs), and Menachem Ani (JXT Group) \u2013 tackled a fundamental question at SMX Next: <strong>Is AI making marketers better? <\/strong><\/p>\n<p>The panel discussed artificial intelligence\u2019s evolving role in marketing, offering insights into its promises and pitfalls.<\/p>\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"364\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Screenshot-2025-02-11-at-14.50.09-800x364.png.webp\" alt=\"Screenshot 2025 02 11 At 14.50.09\" class=\"wp-image-451799\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Screenshot-2025-02-11-at-14.50.09-800x364.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Screenshot-2025-02-11-at-14.50.09-600x273.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Screenshot-2025-02-11-at-14.50.09-200x91.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Screenshot-2025-02-11-at-14.50.09-768x350.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Screenshot-2025-02-11-at-14.50.09.png.webp 1197w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/figure>\n<p>The discussion was nuanced. While AI excels at increasing output quantity, there are serious concerns about quality.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-new-ppc-mindset\"><span class=\"ez-toc-section\" id=\"The_new_PPC_mindset\"><\/span>The new PPC mindset<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Finn notably argued that AI is potentially making marketing worse when used as a complete solution rather than a strategic tool:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIs it being able to produce more items and content, things like that. I would say yes, if quantity is your guiding light, but if it\u2019s quality, I would argue strongly that AI is making marketing in <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a> and marketers worse.<\/li>\n<li>\u201cPeople really rely on AI to do things that I think could probably be done better by a human. And a lot of the changes in platforms themselves really lend themselves to just worse.<\/li>\n<li>\u201cIt really comes down to how we\u2019re using it and those people that are using it as a strategy, not a tactic, I think it\u2019s making them worse.\u201d<\/li>\n<\/ul>\n<p>This sentiment was echoed by his fellow panelists, who emphasized the importance of thoughtful implementation.<\/p>\n<p>Ani said:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cLike a lot of things, it\u2019s really how you use it. It makes it very easy to get bad output, I think almost too easy.<\/li>\n<li>\u201cThe harder you work at something, the better it\u2019s gonna be. So a lot of it really comes down to how you use it, but it can make marketers better if you\u2019re gonna use it in, in better ways.\u201d<\/li>\n<\/ul>\n<p>Amodio, agreeing with her fellow experts, expressed that AI can make you a more efficient worker:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIt can make you a more efficient worker, a more efficient marketer. It can come up with different strategies for you that maybe you wouldn\u2019t have tested on your own.<\/li>\n<li>\u201cBut it also does muddy the waters. It makes us play a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a> that we are trying to fit our marketing into a box. And that\u2019s not always a good thing.<\/li>\n<li>\u201cHaving to write a certain amount of copy, having to have a certain amount of assets, it can sometimes make us overproduce, quantity over quality and that is where it\u2019s making AI marketers even worse than they were before.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-where-ai-shines\"><span class=\"ez-toc-section\" id=\"Where_AI_shines\"><\/span><strong>Where AI shines<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The experts identified several areas where AI demonstrates clear value. Automated bidding emerged as a unanimous success story, with Amodio noting she used \u201csmart bidding\u201d in 99% of cases.<\/p>\n<p>Ani shared the success he sees with automated bidding:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWhen we utilize like smart bidding in the ad platform, more algorithmic bidding as opposed to manual bidding.<\/li>\n<li>\u201cThose are a lot more advanced than utilizing some of the AI tools to build creative assets, to write copy, things of that nature.<\/li>\n<li>\u201cSo in, in my experience, that\u2019s where it shines right now, but I think there\u2019s a lot of others as well.\u201d<\/li>\n<\/ul>\n<p>Amodio said:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cI\u2019m going to use smart bidding 99% of the time, to be honest.<\/li>\n<li>\u201cI have seen it do well in audience targeting scenarios, but there are certain guardrails that you need to put up in order to find the right people.<\/li>\n<li>\u201cYou need to be really diligent about putting a little bit of manual work into that automation and making sure from a backend reporting perspective that you are reaching the right people.<\/li>\n<li>\u201cBut sometimes you can take those guardrails down, let it go find those conversions for you \u2013 and I have seen it work well.<\/li>\n<li>\u201cSo for some brands, it\u2019s going to work better than others.\u201d<\/li>\n<\/ul>\n<p>Finn agreed with his fellow experts on the automated bidding front but also touched on Performance Max campaigns \u2013 when properly structured with clear conversion goals, is potentially effective, particularly in ecommerce settings:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cI\u2019ll just agree on the bidding standpoint, and I do think it\u2019ll be more pronounced<br \/>with eCPC going away. It already went away in shopping, at least for Google Ads, and is going away for search ads as well.<\/li>\n<li>\u201cI also think in some supporting assets like using AI in general to come up with more shorts<br \/>or vertical video, help edit some of those things down. If we\u2019re taking a clip of this [talk], there are a lot of tools that can go through and do a lot of that work for you.<\/li>\n<li>\u201cSomething like a Pmax, with the proper structure, the proper conversion set up the proper game plan in place, it can dominate manual and that\u2019s just a fact.<\/li>\n<li>\u201cI think it\u2019s really good at broad match. I hated broad match for the majority of my life. I still don\u2019t like saying that I like it now, but broad match DSAs, some of those automation and AI tactics can really go through and get better, coverage for you.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-common-misconceptions-about-ai-in-marketing\"><span class=\"ez-toc-section\" id=\"Common_misconceptions_about_AI_in_marketing\"><\/span><strong>Common misconceptions<\/strong> about AI in marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The panel identified several misconceptions.<\/p>\n<p>A primary concern was the false belief that AI makes things easier.<\/p>\n<p>Finn pointed out that setting up AI-driven campaigns often requires more work, not less, particularly when dealing with complex assets and creative requirements.<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cOne of the biggest misconceptions is that it\u2019s a solution that makes things easier just having AI. If you think that\u2019s true, go try to set up a PMax campaign that has images, video, headlines, de<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>ions etc. It is not easier across the board just because you have AI.<\/li>\n<li>\u201cThat\u2019s different messaging than what the platforms are giving us with Google launching Pmax and Demand Gen at the beginning, those were half-baked products and they\u2019re now finally becoming amazing.<\/li>\n<li>\u201cUse your eyes. Use your brain. Experiment. Test. See what works.<\/li>\n<li>\u201cJust because you hear something doesn\u2019t mean it\u2019s true, and it\u2019s really hard to get that through to clients.<\/li>\n<li>\u201cI dare you to use those assets that Google ads generates \u2013 you will be out of a job. Just because you can make things fast doesn\u2019t mean it\u2019s great. \u2026 I wanna be the best. I wanna put the best stuff out there, I wanna have the best ads, I one of the best images and I just don\u2019t think with AI alone you can get there.\u201d<\/li>\n<\/ul>\n<p>The experts also warned against treating AI as a \u201cset it and forget it\u201d solution. Successful implementation often takes weeks or months of refinement, Amodio said, adding:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cI think one of the biggest challenges, or misconceptions that we have, is people are gonna think that it\u2019s going to work right away and it\u2019s going to work well.<\/li>\n<li>\u201cI\u2019ve seen this take two weeks, three weeks, a month, for a smart campaign to do better than one that was on a manual bidding strategy. It\u2019s going to take time.<\/li>\n<li>\u201cAlso, it\u2019s not just a set-it-and-forget-it approach. You can\u2019t just assume that AI is in your best interest. You have to really set those guardrails. Look at your search query reports.<\/li>\n<li>\u201cLook at your audience demographics and put those exclusions in place and make sure that you are reaching the right people because it\u2019s not always just gonna go out and find those right people for you, especially in B2B where we\u2019re dealing with lead generation. It might go get you high volume leads, but it doesn\u2019t mean that they\u2019re quality.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-creativity-and-ai-how-do-you-see-this-interplay-between-ai-and-creativity-evolving\"><span class=\"ez-toc-section\" id=\"Creativity_and_AI_How_do_you_see_this_interplay_between_AI_and_creativity_evolving\"><\/span>Creativity and AI: How do you see this interplay between AI and creativity evolving?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the most compelling discussions centered on the intersection of AI and creativity. The panelists expressed concern about the potential homogenization of creative content, with Amodio highlighting the risk of needing to play the game but also ensuring you are creating ads that deal with customer pain points:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cI keep going back to this same point over and over \u2026 do we really even want to play the game that the algorithms are laying out? On one hand, you do \u2013 you want to provide all the assets that you possibly can\u2026<\/li>\n<li>\u201cBut at the same time, when creative teams are so focused on just pumping out high volume, they\u2019re not focused on quality; they\u2019re not focused on the messaging, they\u2019re not focused on aligning to the ICP and the audience and their pain points.<\/li>\n<li>\u201cThere is that risk of losing that creativity and losing that connection between the brand and the audience.<\/li>\n<li>\u201cBut there is this level of in between that we have to find, we have to have all the assets on all the right sizes for all the right placements. Then we also have to make sure that messaging is on par, which is not saving us time necessarily because we have so many more assets to create.<\/li>\n<li>\u201cTeams have to be really careful about pre-planning and they have to sit down with their demand teams or paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> teams, creative teams and talk about all the resources that they need to create for a given campaign.<\/li>\n<li>\u201cKnow in advance, these are all the sizes, these are all the specs that we need, and be really diligent and really careful about, especially the budget that we wanna spend, especially if you\u2019re going into a video production creating these very expensive lengthy videos can cost quite a bit of money. how can you turn that one big video shoot into hundreds of assets?\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-which-ai-solutions-in-platforms-would-you-never-try\"><span class=\"ez-toc-section\" id=\"Which_AI_solutions_in_platforms_would_you_never_try\"><\/span>Which AI solutions in platforms would you never try?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Amodio doesn\u2019t like PMax for B2B:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIn the B2B world, I stay away from PMax. I don\u2019t think that there\u2019s a whole lot of value there. I\u2019ve never really seen it work. I don\u2019t think that in the B2B world you need to give up control.<\/li>\n<li>\u201cI don\u2019t believe that paid search should be a brand play. It should really be a demand capture play where we\u2019re driving demos for or signups for your product or you know, to talk to sales. So we\u2019re driving these high intent conversions.\u201d<\/li>\n<\/ul>\n<p>Ani doesn\u2019t believe in absolutes:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cI\u2019m a big fan of no absolutes in marketing. I like to test things. There are things that just don\u2019t work in certain places. I think like Performance Max for lead gen is a very difficult one to get right.<\/li>\n<li>\u201cBut for the most part, I try to figure out a way to test it and see if I can because what happens is we end up with preconceived notions and AI can sometimes surprise you.\u201d<\/li>\n<\/ul>\n<p>Finn doesn\u2019t trust \u201camazing Google updates\u201d:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cI don\u2019t trust anything that Google just releases and says is amazing. Down the road, it could be amazing, but they are building as they go with some of the stuff. <\/li>\n<li>\u201cThey\u2019re like, \u2018oh the Product Studio has videos.\u201d If you go in there, you have to add some logos, some images, some texts. It is a thrift store \u2026 not a good product.\u201d<\/li>\n<li>\u201cWhen PMax came out, I came out with PMin stickers \u2026 because I hated it so much.<\/li>\n<li>\u201cDemand Gen stunk when it came out.<\/li>\n<li>\u201cI wouldn\u2019t say that I don\u2019t ever use it but I\u2019m just dubious when something is launched and touted to be this amazing tool that Google has.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-what-s-next-for-ai-in-ppc\"><span class=\"ez-toc-section\" id=\"Whats_next_for_AI_in_PPC\"><\/span>What\u2019s next for AI in PPC?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Use this moment of AI saturation as an opportunity to invest in high-quality, custom creative work that stands out from algorithmic content.<\/p>\n<p>What about practical recommendations for marketers looking to incorporate AI responsibly? The panel offered these concrete suggestions:<\/p>\n<ul class=\"wp-block-list\">\n<li>Start with controlled experiments rather than wholesale changes.<\/li>\n<li>Use AI tools for specific tasks like video editing and initial ad copy ideation.<\/li>\n<li>Maintain strict brand guidelines when using AI for content generation.<\/li>\n<li>Use Amy Hebdon\u2019s guide \u2013 ChatGPT for PPC: 17 strategic prompts you can use today.<\/li>\n<li>Keep automated recommendations and auto-apply settings turned off, particularly on advertising platforms.<\/li>\n<li>Focus on using AI to enhance, rather than replace, human strategic thinking.<\/li>\n<\/ul>\n<p>The panel concluded that while AI represents a powerful set of tools for modern marketers, success lies in:<\/p>\n<ul class=\"wp-block-list\">\n<li>Thoughtful implementation.<\/li>\n<li>Maintaining human oversight.<\/li>\n<li>Using automation to enhance (not replace) strategic thinking. <\/li>\n<\/ul>\n<p>This era of increasing automation might actually be the perfect time to differentiate through high-quality, human-directed creative work, As Finn summarized.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-watch-have-you-switched-to-the-new-ppc-mindset-overtime-live-q-amp-a\"><span class=\"ez-toc-section\" id=\"Watch_Have_you_switched_to_the_new_PPC_mindset_Overtime_live_Q_A\"><\/span>Watch: Have you switched to the new PPC mindset? + Overtime live Q&amp;A<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here\u2019s the full panel discussion from SMX Next:<\/p>\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe loading=\"lazy\" src=\"https:\/\/searchengineland.com\/about:blank\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Have you switched to the new PPC mindset?\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/player.vimeo.com\/video\/1011090698?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\"><\/iframe><noscript><iframe src=\"https:\/\/player.vimeo.com\/video\/1011090698?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Have you switched to the new PPC mindset?\"><\/iframe><\/noscript><\/div>\n<p><script data-minify=\"1\" src=\"https:\/\/searchengineland.com\/wp-content\/cache\/min\/1\/api\/player.js?ver=1739489721\" data-rocket-defer defer><\/script><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Anu Adegbola<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\t<span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid Media Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/ppc.live\" target=\"_blank\" rel=\"noopener\">PPC Live<\/a> and host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.themarketinganu.com\/podcast\" target=\"_blank\" rel=\"noopener\">PPCChat Roundup<\/a>.<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ai-ppc-marketers-better-worse-451753\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Have you switched to the new PPC mindset? PPC experts discuss when AI should be used but also when human intervention is still needed. A panel of three PPC marketing experts \u2013\u00a0Greg Finn (Cypress North), Kerri Amodio (Refine Labs), and Menachem Ani (JXT Group) \u2013 tackled a fundamental question at SMX Next: Is AI making&#8230;<\/p>\n","protected":false},"author":1,"featured_media":654225,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/How-to-optimize-your-content-strategy-for-AI-powered-SERPs-and-LLMs-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[107942],"class_list":["post-654224","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/654224","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=654224"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/654224\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/654225"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=654224"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=654224"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=654224"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}