Remember Deep Blue? In 1997, IBM’s supercomputer beat world chess champ Garry Kasparov in competition. Brute force computing power was starting to reign supreme over human intelligence, at least in a competitive game with a large, but more or less finite, set of possible moves. Computing an optimal single move to do at least as well as an opponent is one thing, but “thinking ten moves ahead”...
5 Suggested PPC Campaign Experiments, from Plain-Jane All the Way to Fancy-Dancy
Last time I enthused about the power of the Google Ads Campaign Drafts and Experiments architectural framework. This week, I’ll suggest five experiments to try. I’d love to hear about your own unique experiments, too! In terms of setup, as alluded to previously, the process will often be about the same. You outline a key change or “big idea” you want to test to see how it...
A Misconception About PPC Automation
Using ad scheduling as an example, we explore the hypothesis that native Google Ads functionality -- and so-called "manual" optimization -- often do better than overdramatized third-party software. "To automate or not to automate" is not the question, and quite misses the point!
