PPC campaigns. These examples are not hypothetical; these are things I have seen in real accounts. When black box auction management sank an e-commerce campaign An e-commerce company was using a black-box bidding automation system, similar to Google's flexible bidding strategies, to achieve better ROAS for its AdWords campaigns. One day they launched a new landing page design which was much worse than expected. As they quickly noticed the drop in conversion rates, so did the black box auction system.
The team restored the old version of the landing page and the conversion rates returned to their usual levels, but for some reason the total number of conversions did not return to the same levels as before. After several weeks of lost sales, they realized that some of their top keywords jewelry retouching service had been bid up to page 2. Since they hadn't gotten enough new data to reverse the decision to lower the bid after the fix of the landing page, it was never possible. returned to page one of the results. When automated keyword mining caused a breach of contract In another
example of automation gone wrong, a company that was automating its search query mining lost a manufacturer's co-marketing dollars when the system added high-performing queries as new keywords, but did not realize that these new keywords included trademarks that they were contractually prohibited from using. under the co-marketing contract. If the system managing the automation is too simple and just evaluates metrics, it is prone to making mistakes like this that a human would easily avoid. PPC Automation Levels If we want to automate some of our tasks, we need to understand the limitations of the