Survey Says: PPC is Harder Than It Was 2 Years Ago

"53% of respondents claimed that managing PPC campaigns is 'harder' than it was 2 years ago. A mere 16% thought that it was 'easier' than it was 2 years ago, and 31% said it was 'about the same.' Of those in the minority who thought it was easier, their rationale was: Improved automated bidding - noted by 45% of 'easier' respondents, The use of AI/LLMs - noted by 39% of 'easier' respondents, Improved automated targeting - noted by 38% of 'easier' respondents."

"The most common reasons why the majority think that PPC management is harder than it was two years ago are: Less insight from ad platforms - noted by 62% of 'harder' respondents, Less accuracy - noted by 62% of 'harder' respondents, Increased competition - noted by 45% of 'harder' respondents, Less control - noted by 43% of 'harder' respondents."

PPCSurvey released a comprehensive 72-page State of PPC report based on responses from over 1,000 PPC practitioners. The survey reveals that 53% of respondents find PPC management harder than two years ago, while only 16% find it easier and 31% see no change. Those experiencing easier management cite improved automated bidding (45%), AI/LLM usage (39%), and automated targeting (38%). Conversely, the majority struggling with PPC management attribute difficulties to reduced platform insights (62%), accuracy issues (62%), increased competition (45%), and diminished control (43%). The report covers ad platform adoption, LLM usage, and includes diverse responses from in-house marketers and agencies across various budgets, company sizes, and locations.

Read at Search Engine Roundtable