Your job in PPC is safe (for now!)


The biggest conversation in PPC and digital marketing is currently the advent of AI and the implications this has across the board.

AI is now being used for a variety of tasks in the digital sphere, from content creation to data analysis and everything in between.

Unfortunately, because Google (and specifically Google Ads) has been at the forefront of AI implementation, it’s Paid Search marketers who are the first to the chopping block with “AI is going to replace you” or “your job could be done by machine learning” claims.

However, I’m here to tell you that is not the case! PPC needs people – your job is safe for now.


Providing guidance

AI is only as good as the guidance you give it. The decisions it makes are dependent on what you feed in, everything from creative to business data. While AI can process this and make predictions based on results, it needs you to set the direction. Understanding the nuances of a brand’s voice, audience preferences, and market trends also requires a human touch. The PPC data which is inputted, such as finding the right keywords, writing compelling ad copy and finding target audiences, while AI-driven, still requires human input.


Legal implications

Google is not in a position to make a ‘one size fits all’ advertising platform. This is due to several issues. With examples such as GDPR (a rushed Google Analytics 4 launch) and Shopping Ads (having to introduce third-party Comparison Shopping Services to balance out the monopoly they’d created), there’s no “hit a button and let AI do the rest” coming any time soon.

If Google wants to avoid the courts, it needs to continue providing controls and insights for users. Google took X and returned Y is not good enough – your advertising spend is shrouded in mystery. For example, what the spend is used for, whether it’s used in the right places, and whether it’s used effectively or not. Positively, this means there’s still a place for people to keep managing the controls and providing insight, as Google looks to maintain its integrity regarding advertising.


Human differentiation

AI is fantastic at finding patterns and driving results by finding an average – or what it expects to work. However, its performance is highly dependent on the quality and diversity of the data it processes – so if everyone uses the same tools in the same way, everyone will get the same results.

The beautiful thing about human beings is that we aren’t all average – what resonates with one person won’t resonate with another.

It takes strategic, creative thinking to stand out from the crowd – and this is something that machine learning really struggles to do, especially with no human input. In a rapidly evolving digital landscape, the ability to think outside the algorithmic box provides a competitive edge that AI alone cannot replicate.



In short, AI requires a human to give it guidance, the legal implications will stop Google from going too far with a full automation solution, and human creativity and strategic input are key to driving the best possible results.

All these advancements in AI provide an exciting opportunity for Paid Search experts to work on more powerful strategies. Gone are the days of your time being filled with spreadsheet analysis – looking at the same bid adjustment analysis over and over. Google takes care of that for you now, and you can think about bigger strategic projects!