SMX Now: The automation drift and how to correct course

Automation doesn’t fail on its own — it does exactly what it’s trained to do. The problem is that when Google Ads is fed incomplete, misaligned, or overly broad signals, it can optimize toward the wrong outcome faster than most advertisers realize.

In our second installment of SMX Now, our new monthly series, Ameet Khabra of Hop Skip Media will break down a real account where a 417% jump in conversions turned out to be the wrong kind of success. She’ll use that case study to explain the four key ways automation drift enters an account: signal drift, query drift, inventory drift, and creative drift.

You’ll leave with a practical framework for diagnosing drift early, understanding where human oversight matters most, and managing automation more deliberately so it works toward real business goals — not just platform-reported wins.

Join us May 6 at noon ET.

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