PPC prioritization: Knowing where to focus efforts to make the biggest impact
Maria Corcoran has been at Microsoft for about a year and a half. Before that, she was part of the in-house team at Adobe. In her SMX Next 2022 session, she discusses the evolution of page search and what that means for advertisers and brands.
The advancement of technology has led to the creation of third-party tools that have bidding algorithms and the ability to advertise on multiple search engines such as Google, Bing, Yandex, Baidu, etc. Those tools have replaced the manual processes of bidding and campaign optimization, allowing page search managers to focus on more meaningful tasks. However, the question arises on how to trust the bidding algorithms and the data being uploaded, as well as the automation being done by the tools. This has led to the need for page search managers to find new ways to add value to the company and prove their worth.