Search marketers agree: automation the least favorite part of PPC – Search Engine Land

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Whether you love it or hate it, PPC is a part of digital marketing that just isn’t going away any time soon. I’ve been working in PPC for over 10 years and I’ve seen it all. ETA’s, RSA’s, cost-per-touch? (looking at you, Apple), broad match modifiers (RIP), and attribution to name just a few of the most recent changes.
Earlier this month we asked you “What’s your least favorite part of PPC?”
We received an overwhelming number of answers ranging in everything from Google support to agencies (no offense taken), to clients with unrealistic expectations. But one answer stuck out: Google automation.
Let’s dive in.
Automation can be your best friend or a nightmare. Learning how to navigate and find a balance between machine learning and manual management has been on a lot of marketers’ minds lately. (Did you catch Brad Geddes keynote on day 2 of SMX Advanced?)
Here’s what you said:
Google support. Many of the answers we received specifically named Google support as lacking when it comes to offering help. As hard as they may try, most times they miss the mark.
We’re starting to see a trend here.
But Google isn’t the only offender when it comes to paid advertising. Facebook and Microsoft make a cameo also.
What about clients? Agencies unite when it comes to managing client expectations.
 More least favorites. While these didn’t quite fit in any category, we thought they deserved an honorable mention.
Why we care. It’s nice to know that we’re not alone when we get frustrated with our jobs. Whether we work for agencies or in-house marketing teams, we all face similar issues and concerns. It’s important in marketing (now more than ever), to adapt to changes, but that doesn’t make them any less maddening.
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