20 Years of PPC: From Granular Control to AI-Driven Search
Search Engine Land8h ago·1 min readStrategy & Trends
AI Summary
Cypress North co-founder Greg Finn reflects on two decades of search marketing, detailing its evolution from a highly granular, hands-on discipline to one increasingly dominated by automation and AI. He notes that the traditional Google search experience is likely to change significantly within the next five years.
⚡ Marketer Insight
The shift from granular PPC control to AI-driven automation means marketers must adapt their strategies, focusing on high-level objectives and understanding AI's decision-making rather than micromanaging keywords.
#ppc#search marketing#google ads#ai automation
Original article
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