As automation evolves into AI, Google Ads is at risk of becoming commoditized. A long overdue democratization of high-powered tools has rendered “best practices” as antiquated and average. With Smart Bidding, Performance Max, broad match, and responsive assets… advertisers are left wondering: where does automation end and strategic control begin?

We searched through thousands of Optmyzr accounts to determine what’s working well, what isn’t, and which best practices to start (or stop). We’ll share how to best leverage Google’s powerful machine learning while maintaining control over PPC outcomes, how to better guide automation, where 3rd party tools fit (and where they don’t). Walk away with proven tactics for maximizing performance without sacrificing strategy.

After this session, you’ll be able to:

• Better utilize match types and audience targeting in a world where keywords become less and less relevant.
• Use the myriad of AI tools at hand to save time, not waste it.
• Understand how AI Max and Performance Max make decisions (and how to take advantage)
• Apply automation on your own terms for tasks like data analysis, reporting, and optimization.
• Ensure sound strategic control while enabling AI to do what it’s best at.