This is not an article about the death of the media agency. I am certainly not someone that believes that Google are trying to, or will succeed in, substituting what a PPC agency does with its own machine learning in AdWords. What I believe is that, for a PPC agency to retain its value, it needs to continually create its own automation.<\/strong><\/p>\n Google will keep developing their machine learning, and it will get better over time. We are already seeing huge steps forward in terms of DSAs, Smart Bidding, eCPC<\/strong> and the many smaller improvements that go on all the time within account management features, and their main search algorithms.<\/p>\n This certainly doesn\u2019t mean that a PPC agency is going to become redundant any time soon. At Brainlabs, we are continually creating our own tech innovations to support account managers and in-house teams: if you can\u2019t code, you probably shouldn\u2019t be in PPC.<\/strong><\/p>\n Not until AI has reached AGI (Artificial General Intelligence) will there be any genuine existential threat to the role of the PPC agency.<\/strong> So let\u2019s all relax on this front.<\/p>\n With that out the way, I want to explain why automation is so valuable to AdWords account management.\u00a0 <\/p>\n