Historically, PPC marketers are accustomed to spending hours behind a spreadsheet crunching numbers, analyzing bid models, finding statistical significance for test results, and carefully plotting the next move.
PPC has been very logical, data-driven and more science than art. But the industry is shifting, and creative is arguably one of the best levers PPC managers have to optimize performance.
As a result, performance agencies must adapt quickly and rebalance the scales between art and science.
So, how can you prepare your performance marketing team for this change? Here are three tips to get you started.
1. Focus on asset coverage
First, understand that the shift to using AI for creative optimization is taxing on creative teams.
Ad platforms like Google and Facebook are scrambling to integrate generative AI capabilities.
However, these capabilities are fraught with issues related to ownership, brand safety and adherence to brand standards.
None of these are issues the ad platforms will tackle before rolling these new capabilities out to the masses.
So, how can you balance the need to “feed the machine” without overtaxing your creative team?