The text discusses the shift in focus from bidding strategies to creative quality in PPC (Pay-Per-Click) advertising. It highlights that automation has largely solved bidding, making creative content the primary factor influencing ad performance. The article emphasizes the importance of creative diversity and quality, particularly with updates like Meta’s Andromeda system, which prioritizes creative signals in ad delivery. It argues that agencies need to adapt by integrating creative production into their processes, as creative fatigue can limit performance. The text suggests that successful PPC strategies now require ongoing creative testing and iteration, rather than relying solely on bidding adjustments.
Kaynak: https://searchengineland.com/creative-limiting-ppc-performance-469143
