Bid adjustments
Marketing · Paid Media Specialist
“Bid adjustments” (Marketing) was largely replaced by AI in 2022, after AI entered in 2014.
AI enters
2014
Largely replaced
2022
Replacement progress
100%
Technology / key factor
Smart bidding
What this task is
Paid media specialists frequently adjust bids on individual keywords and ad groups in search and feed ads, based on clicks and conversions, to keep customer acquisition costs under control.
How AI replaces it
From 2014, ad platforms introduced smart bidding, where algorithms bid in real time toward conversion goals, generally outperforming manual tweaks. By 2022, bid adjustment was largely handed to algorithms.
What stays human
Specialists set conversion goals and budget limits, watch for unusual swings in cost or volume, and check whether the algorithm's bidding still serves the actual business objectives.