The world of PPC management is changing faster now than in years past. New automation, economic shifts and developments in reporting capabilities are changing the role of a PPC agency.
When I started out in PPC in 2012, I spent much of my time making manual bid changes. The work of a PPC agency was skewed more toward execution than strategy. Today, businesses seek different support: strategic guidance, proactive recommendations and cutting-edge tool/technology integration and targeting.