{"id":8796,"date":"2023-03-28T13:01:59","date_gmt":"2023-03-28T13:01:59","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/03\/28\/4-new-rules-for-ppc-ad-creative\/"},"modified":"2023-03-28T13:01:59","modified_gmt":"2023-03-28T13:01:59","slug":"4-new-rules-for-ppc-ad-creative","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/03\/28\/4-new-rules-for-ppc-ad-creative\/","title":{"rendered":"4 new rules for PPC ad creative"},"content":{"rendered":"

It\u2019s a fascinating time to be a marketer. The advent of AI and machine learning<\/a> has changed the PPC game, touching every aspect of a search marketer\u2019s daily job. <\/p>\n

Much has been written about using AI to improve advertising performance through audience targeting<\/a> or bid optimization<\/a>. But another massive shift we\u2019re seeing is AI\u2019s impact on creative requirements for digital campaigns.<\/p>\n

In the early 2000s, digital ad campaigns primarily consisted of banner ads in standard IAB sizes built for desktops. <\/p>\n

In the 2010s, mobile device usage skyrocketed, and more mobile-friendly sizes were added. <\/p>\n

And then, social media and video ad formats were introduced, making the digital landscape more complex for creative teams but still manageable with the \u201cold method\u201d of a single brief yielding multiple ad variations.\u00a0<\/p>\n

But this new age of machine learning should cause all advertisers to pause and rethink their creative process.\u00a0\u00a0<\/p>\n

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