We all know that automation is drastically changing the email list way we approach ppc. From setting up to managing and optimizing campaigns, our roles are evolving. In his new book “digital marketing in an ai world”, frederick vallaeys, former googler and co-founder of the campaign optimization platform optmyzr, explains why understanding the fundamentals of ppc is more important than ever, what the machine learning can (and can't) and the skills and abilities that marketers will need.
I sat down with vallaeys at smx advanced in seattle last week to discuss the book. We discussed his experience as the first member of the adwords team and one of its biggest advertisers, and why he's optimistic about our different roles as digital marketers in the email list age of digital. 'automating. Listen or read the interview below. This interview with frederick vallaeys, ceo of optmyzr, has been lightly edited and condensed. Let's talk about it on a very basic level: what are we talking about when we talk about ai, when we talk about machine learning and when we talk about automation and what marketers need to really understand what these terms mean and which are discarded. So many.
At a very high level, you need to email list understand where technology comes from and how fast it changes. And basically understand that this is a very real change that is going to have a big impact. But it's also not as comprehensive as many people might think. So if you look at mainstream media or movies, ai is like these humanoids that do pretty much everything, and that's not where we're at. In ppc, it's mostly machine learning, targeting very specific issues like "Hey, how do we set the right bid if we have a roas target?" because we have to put a cpc bid, because that's how the google auction works? So automation is very specific to that. But then also understand