Even when AI’s driving the campaign, strategy still matters.If you’ve been running SEM or PPC campaigns for a few years, you’ve probably noticed a shift. You’re not picking keywords or building audiences the way you used to. Platforms like Google Ads and Meta are quietly taking more control - layering in AI to automate campaign structure, creative, bidding, and targeting decisions. That’s not necessarily a bad thing. Automation can drive scale and efficiency. But for ecommerce brands, it also raises a crucial question: If the machine is doing the targeting… what’s left for us to do?The answer? Plenty. Here’s the reality: while you may not choose every keyword or set every bid manually, your inputs still shape how the machine performs. Your audience signals, product data, exclusions, and creative structure all influence how effectively AI campaigns drive traffic and revenue. This blog breaks down the key SEM and PPC targeting concepts ecommerce brands still need to understand in 2025 - and how to use that knowledge to boost visibility, protect margins, and grow smarter in what is fast becoming an AI-first world. Jump Ahead:Audience Targeting: Feeding the Algorithm the Right People • Learn how Google and Meta use signals and where your first-party data still makes a huge difference. Keyword Intent & Match Types • Still running Search ads? See how broad, phrase, exact, and negative keywords shape intent and spend. Shopping & Feed-Based Targeting • If you’re using Shopping or Performance Max, your product data is your targeting. Here’s how to get it right. Location, Device & Demographic Controls • Not everything is automated. These controls still exist and can make a real impact on ROAS. Automation Doesn’t Mean Abdication • AI is great - but only if you know how to guide it. Find out what you still influence and where things go wrong. Conclusion: Strategy Still Wins • What today’s ecommerce managers need to remember - and h...