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RESEARCH, ANALYSIS & TRENDS

Data is the gold of the digital world addition to the existing product campaigns, dynamic
search ads make sense, especially for resellers with
Starting point is the possession of user information that many products. If the assortment changes quickly, DSA
has become a central asset of digital advertising. Google can ensure that all products are mapped in the
is one of the players who benefits from this situation, campaign.
because the search engine giant has more user
information than any other player on the market. In order For content creation, Google has recently been offering
to optimize advertising, Google considers "exclusive ad suggestions. This campaign type uses texts
signals" such as information about the user's operating deposited by the account manager to generate
system, the browser or language setting, and of course additional ads, and the different messages compete
the search query itself. against each other in doing so. Depending on the goal
set by the account manager, Google selects the most
People are no longer able to process the huge amounts successful as the crown of the advertising material
of data retrieved and are certainly not able to create creation. For some campaign types, Google even
manually, based on the information, an individual ad for handles the entire process: from ad creation to bid
each target person. In order to not only collect big data, creation, targeting, and delivery time.
but also be able to process and use it profitably, Google
invests heavily in the areas of automation and machine Human tasks are shifting
learning.
So, smart technologies and campaign types are partly
Machine Learning in Google Ads taking over operational activities that were previously
performed by account managers. However, the use of
In its core business, search engine advertising, Google AI and automation creates new tasks that people still
already offers several technologies that use machine need to work on, like the strategic decisions that
learning through its recently renamed Google Ads underlie an advertising campaign that are in fact
platform (formerly AdWords). One is the Smart Bidding, becoming ever more complex. The mass of campaign
where Google optimizes a campaign for given goals, types and features in the Google world has exploded in
such as conversions, by automatically changing bids. recent years. When does which type of campaign make
sense, what objectives do I specify, how do I react to
According to Google, millions of signals are considered incidents and occurring problems? Only those who use
in the context of a user. For example, the end device, the right technology in the right place can unleash the
the browser or the day of the week are used at the power of AI.
moment of a search query to calculate the purchase
probability of a particular user. If the conversion Hence, the operational SEA craftsmanship is not
probability is considered high, due to the context signals, obsolete. After a smart setup, automated campaigns
the bids are raised automatically, and lowered with a low need to be monitored and handled with great flair. The
probability. know-how about new technologies and the operative
experience and expertise merge into the marketing
Automated content creation skills of the future. The fact is that if AI is used properly,
it will definitely make search engine advertising better
While Smart Bidding controls the delivery of advertising, in the future. ◊
some functions are dedicated to the automated creation By Daniela La Marca
of advertising material. For the creation of so-called
‘dynamic search ads’ (DSA), Google crawls web sites
during a search query and creates the appropriate
headline, on the basis of a deposited dummy ad. As an

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