Google’s hard push into machine learning and automated bidding – and away from more manually controllable optimizations – builds a sense of exasperation for experienced PPC marketers.
The January revision to the “remove redundant keywords” recommendations, where they announced the removal of redundant exact and phrase match keywords in favor of broad match, was an aggressive example of that trend.
And it’s made some of us wonder if it’s time to reconsider a long-time little sibling of the paid search world, Microsoft Advertising.
