Watch the video version here: https://youtu.be/X-1iGyBtS70

Generative AI is transforming PPC, but is it all good?

In this episode, Sophie Fell, Director of Paid Media at Two Trees PPC, talks about the seismic shifts AI is causing in paid search.

A generative AI skeptic herself, Sophie dives deep into her mixed feelings about tools like ChatGPT, discusses the loss of manual controls, and shares insights into how agencies can prepare for an automated future.

Follow Sophie on LinkedIn: https://www.linkedin.com/in/sophiefellppc/
Follow Fred on LinkedIn at https://www.linkedin.com/in/frederickvallaeys/

📌 Here’s what you’ll learn:

- The Generative AI Debate: Why Sophie Fell is skeptical about fully trusting tools like ChatGPT for PPC management and how it impacts forecasting, campaign automation, and decision-making.

- Balancing Tradition and Innovation: How PPC professionals can embrace AI-powered tools while retaining fundamental skills like manual CPC bidding, keyword research, and campaign structure design.

- The Evolution of SEO and PPC: Insights into how automation and AI are reshaping SEO and PPC collaboration, and what it means for advertisers in the era of less manual control.

- Practical AI Use Cases in Agencies: Real-life examples of how agencies are leveraging generative AI for efficiency, including forecasting and audience targeting, and the challenges they face in adopting these technologies.

- Future-Proofing PPC Careers: What PPC professionals and agencies need to do to stay relevant in a world increasingly driven by automation, including mastering data-driven strategies and adapting to rapid technological advancements.

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