The push towards more automation from the PPC ad engines is relentless. Smart bidding, smart creatives, smart campaigns, close variant keywords, and the list goes on. These technologies offer time savings and can find insights that would be hard for humans to find. But they are also complex, don’t explain their decisions very well, and are beyond what most advertisers could create on their own.
Frederick (Fred) Vallaeys is a Silicon Valley entrepreneur, author and leading influencer in pay-per-click search marketing. One of Google’s first 500 employees, he helped pioneer PPC marketing as the company’s first AdWords Evangelist. Today he serves as Co-Founding CEO of Optmyzr, a leading and award-winning PPC management software system. A sought-after industry thought leader, he contributes to leading marketing publications and conferences, and is routinely called upon by journalists, writers and podcasters for his industry insight and vision.