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With technology advancing so much and so fast, 2018 is set to be a year of big changes when it comes to PPC and SEO. The development of the Internet of Things (IoT) and the integration of Artificial Intelligence (AI) or automation in search engines means that the internet will never be the same again. In order to stay ahead of the game with optimisation and ads, it’s important to look at the changes to come. Here are some of the most important and relevant trends that will affect your PPC campaign in 2018.

Smart Bids

Last year, automated bids became a key focus for Google and the ‘smart bidding’ system was created to help optimise conversions through AI and machine learning. In addition to smart bidding in Adwords in 2017, other developments powered by Artificial Intelligence included smart display campaigns and new ad rotations. Going forward, it will be important for PPC specialists to understand how machine learning works, and how it will affect digital marketing in the future. Whilst some online marketers may find it difficult to relinquish control of their ads over to a robot at first, it is likely that in just a few years time, manual …

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