PPC Campaigns Run by AI or by Humans! Which is Better?

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PPC Campaigns Run by AI or by Humans! Which is
Better?
AI is the contemporary and leading-edge
trend that is implemented widely in the
digital marketing arena especially for
carrying out the PPC campaigns. Many
digital marketing companies are advocating
that they use state-of-art AI and other
machine-learning tools with an ambiguous
promise that they will outperform the
humans for carrying out the campaigns.
Although they make high claims that
AI is being used for driving the
digital marketing campaigns, the fact is that
it is always the case. The Current AI
Scenario Most companies argue that they use AI
for paid searches and they mainly revolve around
the bidding algorithms only. But as a
matter of fact, machine learning is being
used for all these things. It is a subset
of AI in which a computer tries to
progressively work and improve on a given
set of tasks as per the embedded dataset. It is
more like the deep learning agenda where the
computers keep learning to improve their skills
like the humans do. So, if there is a change in
the position or other criteria, the bids also
will change automatically because of the machine
learning algorithm. Also, depending on the
set of keywords, the bidding strategies
will be changed accordingly, emphasizing on
reaching the goal especially by prioritizing
the cheaper cost conversions. This process has
been going on in the AI field since the time it
was introduced to carry out the bidding campaigns
using appropriate strategies. For them to
completely replace humans in this field, it will
take another decade or more. The Human
Intervention We have not yet reached the stage
where it is all robots and no humans to carry out
our PPC tasks. Be it the Javascript or the
AdWords script, though automated, they
nevertheless need human intervention to make it
happen in the current scenario. Be it the
creation of apt content for blogs, articles,
websites, ads, etc., we need complete human
assistance right now. This is important as the
right content will help in increasing the traffic
for the website, in turn, increasing the
conversions. There is no doubt that most
computation tasks in digital marketing that
include functions like real-time competitive
analysis, data analysis, identifying trends
especially in larger datasets, keywords
expansion from SQR (search query report), etc.,
can be done more efficiently without much errors
by AI. But with the current progress, it is going
to take at least a decade to make this happen in
reality where robots and AI are going to
completely take over all the tasks done by humans
and to surpass them. Till then, we need to settle
down with human supervision and automated
assistance.