PPC 2021 in review: Privacy and automation force advertisers to adapt
From the deprecation of broad match modified keywords to FLoC to RSAs becoming the default, PPC professionals dealt with a lot of change in 2021. In 2021, PPC professionals navigated changes in keyword match types and automated bidding, scratched their heads at the prospect of a future without third-party cookies and navigated their role in an increasingly automated industry. Prompted by the vision that platforms, like Google, have for their services as well as increased concern over user privacy, these changes underscored adaptability as one of the traits that define…
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