Unlevel the Playing Field

Today''s digital marketers all compete for attention with the same ad engineautomations. In this seemingly level playing field, how do you stand out? How canartificial intelligence help you be better than the rest rather than simply fit in?Your answers lie in automation layering. In Unlevel the Playing Field, FrederickVallaeys reveals how to combine the best of human creativity and machine efficiencyto create winning digital marketing programs. This follow-up to Frederick''s firstbook dives into three key areas of search marketing—bidding, targeting, andmessaging—to illustrate how automation layering can take your campaigns to the nextlevel of profitability. Whether you''re an agency or an in-house marketer focused one-commerce or lead gen, this book shows how to differentiate yourself in the digitalmarketing crowd with a new path to increased sales, improved returns, and theopportunity to make ad platforms work for you.