Paid search Santa came early this year, delivering a whole bunch of goodies to the children of account-managementland. We’ve hoped and we’ve dreamed and we’ve been good all year long. Now it’s time for presents.
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Between automated rules, conversion optimiser, product listing ads, ad rotation settings and now dynamic search ads, some PPC account managers could be forgiven for fearing all this automation threatens to leave them redundant in their job. Some could also be forgiven for championing the belief that this was always Google’s intention – to claim back that 10-20% of the client’s PPC budget that goes to agencies instead of on more clicks.
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