SEJ On How AI Is Changing PPC Reporting
AI enhances PPC reporting by automating data analysis, identifying trends, and optimizing ad performance in real time. It provides actionable insights, enabling marketers to improve ROI with data-driven decisions.
Search Engine Journal contributor Frederick Vallaeys has published an article featuring three ways how AI is changing PPC reporting.
He says, “In this article, I’ll walk you through some of the technology used by modern marketers and share examples of how I’ve used AI to streamline my PPC reporting.
1. Collect Complete And High-Quality PPC Data
We need data to guide us before we can optimize accounts and share our wins, so let’s start there.
The Problems With Data Before AI
Inconsistent and missing data plague PPC efforts.
Google, Meta, Microsoft, and Amazon operate in their own silos, each taking credit for all conversions that have any touchpoint with their platforms. This leads to double counting, making it difficult to decide where to allocate budgets for optimal results.
In other words, the data between the various ad platforms is inconsistent. Specifically, the conversion value advertisers see in their business data may be lower than the sum of all conversion values reported by the ad platforms.”
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