Invest in Fred Vallaeys’ book “Digital Marketing in an AI World”. The book claims to turn PPC professionals into ‘PPC Rockstars’ by letting them explore the impact of artificial intelligence and machine learning. Digital Marketing in an AI World is available on Amazon and is a must-have for PPC pros at agencies and in-house alike.
Create an omnichannel campaign with Local Inventory Ads. Local Inventory Ads help direct customers to the retailer’s omnichannel storefront, where they can find more information like the store location, availability of a product and much more.
Set up conversion tracking to see what actions users are taking after interacting with your ads. With conversion tracking, you no longer have to create multiple accounts for campaigns with different goals.
Integrate Responsive Search Ads (RSAs). Google’s RSAs simplify the ad copy creation process by allowing machine learning to manipulate a single ad, containing multiple headlines and description assets, to serve the best possible combination for each user in each individual auction.
Simplify bid strategies. Daily budgets are far more useful and straightforward in comparison, as reported by many PPC professionals. Google to convert the Enhanced CPC portfolios into individual Enhanced CPC campaigns, later this year.