Strategy, Data, and Human Judgement
The PPC market in Russia is actively developing - according to experts, its volume in 2022 reached 206 billion rubles. Artificial intelligence is increasingly being introduced into the processes of targeting, bid optimization, and ad creation, which significantly simplifies the work of PPC managers. However, this does not mean that their role is becoming less significant.
Key responsibilities of a PPC manager in the AI era:
- Strategic planning. AI systems provide a wealth of data, but effective use requires a deep understanding of the business, the audience, and market trends. The manager develops an overall advertising strategy and determines how to apply AI tools to achieve goals.
- Ensuring data quality. The accuracy of AI algorithms directly depends on the quality of the source data. The manager must monitor its completeness, relevance, and consistency so that AI makes the right decisions.
- Human supervision and expertise. Although AI systems can automate many tasks, they still require human involvement to make key decisions, analyze non-standard situations, and evaluate effectiveness.
In general, the role of the PPC manager in the AI era is shifting from routine operations to strategic management, analytics, and decision-making. Key skills are becoming a deep understanding of data, flexible thinking, and the ability to identify insights that will help more effectively leverage the capabilities of AI technologies.