There’s no denying artificial intelligence has had a major impact on PPC management. Automated systems powered by AI can change bids, analyze search terms, and optimize shopping ads. It all sounds too good to be true – because it is.

While automation can be useful for some advertisers, there are some important factors to consider first. Which method of automation best aligns with your business goals? Is it ever okay to let automation run freely without being monitored?

In Can’t Trust the Machines: The Trouble with Automation and Google Ads, we take a look at some frequently-used types of Google Ads automation to help you determine which type of automation (if any) could benefit your business. Exploring the pros and cons of each approach, we will discover scenarios in which these methods of automation would be appropriate to use—and in which they would not. Types of automation covered include Smart Campaigns, automated rules, Google Ads scripts, third-party tools, and API access.