As 2017 draws to a close, let’s take a moment to catch our breaths and look back at the whirlwind that was PPC in 2017. There wasn’t a big change that dominated the landscape like enhanced campaigns of 2013 or expanded text ads of 2016, but multiple trends created an atmosphere of constant, incremental change this year. However, if we were to dub 2017 the year of something in search marketing, it would clearly be the year of the machine. While machine learning and other forms of artificial intelligence aren’t new to search marketing, their use became pervasive in 2017. Here’s a look back at the big developments and key trends that happened in PPC in 2017 that will continue to inform and influence our work in 2018. Finally past the year of mobile, this was the year of AI in search Sure, there is still work to do in improving mobile experiences and conversion rates, and we’ll continue to see Search Engine Land Source
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