On "Greg Finn on 20 years of PPC: From exact match to AI Mode"

The PPC industry's march toward full automation is real, but the takeaway isn't that humans are obsolete—it's that the skill has shifted from keyword-level tactics to business strategy and creative rigor. If you're still optimizing bid adjustments manually or building massive keyword lists, you're already behind. What matters now is feeding AI systems clean data, coherent messaging, and realistic business constraints so the algorithm has something intelligent to work with. Authenticity as a differentiator makes sense only if you've already ceded the mechanical work to machines and can actually focus on why your offer matters.