How can Ad Agencies bloom in the AI-First World?

Since Ages, we are seeing revolutionary changes in the ad agency criteria. Whether, you are in search of marketing the smallest thing or one of the greatest, AI and Machine Learning have become one of the key components in the present day world.

Of course, these two technologies will change the way search marketers are doing business Talking about the history of AI and Machine Learning, PPC has been a long-term companion of these two technologies. Recently, I discovered the use of new humans in PPC as and when automation will take mankind all-over.

In the midst of such hot topics, how the ad agencies can bloom in the AI-First world?

1. Be a Master of any Process

Being a master at something can reap huge benefits regardless of any condition. In the book, “The Second Machine Age” famous chess master Garry Kasparov offered a great scene in which humans and machines are working together. In some of the few matches where he lost, he noticed quite a few things which are as follows:

• Human player aided by any machine could outperform any computer
• Whenever two human players are supported by a computer, the weaker one will gradually lose the process with the one which has a stronger computing capability.

As far as my opinions are taken into consideration, in a world of PPC agencies, our primary goal should be in building an amazing process with a great number of tools which does make any process easy to follow.

Also, you should make sure that the staff knows the process flow for leveraging different technologies and delivering amazing results.

2. Accepting the old value proposition as a toast

Consider the essential factors by which you considered your client to sign up for your agency. If your pitch is capable of producing amazing results because you are a master at pitch management, you will need to tweak your positioning a little bit. Also, you should not make your main value proposition which can be put into an autopilot mode by everyone.

Hence, as a human with stronger goals, you should stop thinking about the bid management and should work on the skills which are complementary to AI system.

3. Determination of your new value proposition

Do you know what California largely exports in terms of the agricultural criteria? I said Wine, but the correct answer was almonds. How did such things come to be true? Because almonds are far easy to harvest mechanically where there is a machine which shakes down the tree and the nuts fall down to get harvested.

As a user with some stringent goals towards AI and ad agencies, we can apply the same analogy to paid search agencies. A special thanks to AI to give us such great flexibility to work with different ad drove tools and workability criteria. Thus, you should figure out the possible “X” factor which is different from the other agencies and the services which were a clear winner than the other agencies all over the world.

4. Be a master at testing because testing revolutionizes to Innovation

Agencies which are much more innovative make it easier for them to grab new clients and grow their business to exponential heights of success and glory. But how can the agencies be so innovative in this cut-throat competitive world and bear positive results?

Innovation as a term is the invention of newer Ideas in a more iterative manner. With the enabling of a better predictability system, agencies can innovate ideas and can process them on a fast track mode.

Also with the help of technologies, you can test more things and can implement the same at a more relentless pace.

Hence any agency that leverages machine learning has a great process building process.

5. You will need to examine the tradeoff between technology and Labor

Business is a massive optimization issue. As an owner of an agency, you will need to balance technology and labor at the same scale in a more accurate manner. In this, outcome achievement at a target level of quality, speed and cost hold much more concept in the field of machine learning.

However, there is still no perfect technology but if the technologies are giving results close to your goals, such ones can be the perfect match for your ad agency even in the long run.

As a human, we hire humans for work despite knowing that they will make significant mistakes which can serve a huge blow to your ad agency one day or the other.

In my view, maintaining a clear balance between technology and tradeoff is essential for running an ad agency in a more successful and stress-free manner.

6. Hire One Extraordinary Man

A Man with a great set of skills and an extraordinary mind can do wonders for your agency. There is a famous saying by Elbert Hubbard which depicts-“One Machine can do the Work of fifty ordinary men and no machine can do the work of one extraordinary man.” In terms of the engineering field, one great engineer can outperform a massive crowd of 20 engineers regardless of their skill sets and knowledge criteria.

Hence, with the outburst of machines all over the ad agencies, there will be fewer humans to work in such environments. As a result, with an intention to operate these machines, you will need the smartest possible person to handle all machine level work and his importance will be a lot more important in shaping the entire ad agency process with ease and comfort.

Final Words

If you are the one who likes to work on a PPC, you will never find a boring day in any case because Google releases much greater updates with great functionality. But, the year 2018 has brought a lot more AI and Machine Learning into the lives of Human Beings.

Grab this opportunity, make use of AI & Machine Learning to great effect and make your business a massive success in the world global market.