As marketers, we know that managing trillions of searches and new queries every day across multiple channels can be incredibly complex. 

That's where automation comes in - it simplifies the process so we can find the right people at the right time. But it's important to note that automation doesn't mean handing over full control of campaigns to technology. 

We're still at the steering wheel, but now we have a much more powerful engine driving us forward.

One common myth about automation is that everyone gets the same performance. But the job for advertisers isn't done once automated tools and features are added to campaigns. There's no one-size-fits-all approach, and it's marketers who are in control, providing the inputs that are at the heart of success.

To get started, work with cross-functional teams to set up key business goals, such as reaching new customers or increasing sales. Once goals are set, look at what data and systems are needed to achieve them and help measure success. First-party data is especially valuable since it's proprietary, relevant, and unique to your business. And when it comes to the measurement stage, it continues to be people who set the pace. They're the ones who identify and remove outliers and analyse the results.

We often have to manage a lot of complexity, especially when it comes to media planning and strategy. 

Automation can help manage some of this to give marketers the time to focus on making the strategic decisions that matter the most.