With increased automation from Google – Smart bidding, Responsive Search Ads, etc., how marketers approach Paid Search management has evolved. Automation can incorporate more information to better understand the user's intent, personalize the right message, and make the right bid for each search.

So, with many campaign optimizations getting automated, what is the role of Paid Search campaign managers and marketers? We believe that even with automation, campaign managers and marketers play a critical role in driving performance. Human efforts will pivot to more value-added tasks, such as enabling automation, implementing foundational elements, and driving strategic actions.

Join iQuanti's Vishal Maru (VP of Solutions) and Matt Boland (Sr. Director, Paid Media) as they discuss the three value-added tasks marketers should focus on and also learn best practices to enable automation effectively.

  • How to transition to value-based automation – wherein you optimize for business KPIs – revenue, profitability, LTV, etc.
  • Key campaign management best practices in the age of automation.
  • How to maximize the potential of first-party data, pivot to a more strategic outlook, and build a test-based approach to optimization and growth.

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VP Solutions, iQuanti
Vishal is VP of Digital Solutions at iQuanti – leading cross-channel strategy and solutions for clients in the financial services vertical. He has over 13 years of experience in driving digital marketing and product strategies across firms in North America, Europe, and APAC. Prior to iQuanti, he spent almost 5 years at Discover Financial Services, leading customer acquisition efforts for the lending business. He gets excited about working at the intersection of data, technology, and design and enjoys solving marketing problems and building meaningful user experiences.
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Senior Director, Paid Solutions, iQuanti
Born and raised in New Zealand, Matt has over 20 years of experience in marketing. He began planning and buying print campaigns before making the shift to digital in the early days of the industry.

After roles in New Zealand and Australia, Matt moved to London, where he began his Digital journey - first by trafficking and planning early display campaigns and then setting up a Paid Search department. Since then, Matt has worked at large network agencies (iProspect, Mediacom, and Assembly), running effectively Paid Search campaigns for a range of clients, including Direct Line Insurance, the AA, RBS/NatWest Banks, and Balenciaga.
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