Summary
PPC is evolving rapidly as AI and automation reshape how campaigns run, experts at SMX Next say. Advertisers succeed by combining advanced automation with strong fundamentals, such as clear structures, high-quality signals, and human‑driven creative. Authentic, user‑generated content often outperforms polished ads. Panelists warned against unchecked automatic assets and frustrating UI changes while highlighting ongoing measurement and learning‑period challenges. Major surprises in 2025 included expanded reporting, Waze pins in Performance Max, and platform responsiveness to advertiser feedback. Looking ahead to 2026, agility, strategic control, and flexible budgets will be crucial as AI continues to expand across platforms and ad formats.
Search Engine Land
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