Since the main purpose of Paid Search (like all marketing) is to communicate and persuade humans to choose a business, manual management is unlikely to disappear entirely.
However, Google, in particular, have been investing massive sums in machine learning so as to reduce marketers’ reliance on human management of campaigns.
Whilst we’re in this hybrid stage (a little like where we’re at with self-driving cars) it pays to not entirely reject automation.
Also, with the gradual takeover of Google Ads’ new UI, some legacy bid rules setups will be changed or removed.
