An agency recommended we invest heavily in Smart campaigns in G.Ads. WTF?
Why am I paying this agency?

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Manual bidding is no longer an effective way to run an PPC account. Smart bidding is the way to go to integrate with adding broad match and performance max to the mix. So your agency are not wrong, they are keeping up with Google play book.

Depends on the skillset and the campaign goal your existing team has, PPC specialists/ PPC team are meant to have experience and expertise on strategising, structuring and managing the account with effective keyword research, setting the right audiences strategy for your business, budget management, competitor analysis and so much more if you want to effectively advertise online using PPC as one of the digital channel. Utilising "Smart" campaigns doesn't mean you do not need experts to align the channel strategy to your business goals.

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