Page 18 - AeM_March_2019

BEST PRACTICES & STRATEGIES

Use of machine learning, artificial intelligence

and automation is indispensable in search

engine advertising

Supposedly, Google started the trend of using Artificial interests, day of the week and time of day, behavior on
Intelligence (AI) in search a few years ago, using it to a website, browser and device information, as well as
optimize its algorithm and RankBrain. Today, digital geographic references. All such information is used
marketers are making use of AI with a focus on process anonymously to calculate the likelihood of success of
automation and personalized search results. Marketing an ad.
dazzling AI pullulates since then, impressing with breath-
taking potentials. This development towards user-centered marketing is
clearly driven by the fact that there is more and more
In terms of search engine advertising, Google already data available for processing. At the same time,
offers many features that include automation and advances in artificial intelligence are making it
machine learning, but how much is AI really changing constantly easier for machines to process and use this
marketing? Well, let me anticipate that AI makes the data. Data-driven marketing is born that promises to
search result better, but human beings by no means know the perfect time for spreading advertisement. And
expendable. since algorithms can generate content that is precisely
tailored to the respective target person, the data-driven
The dream of customized advertising marketing dream is about confronting the right person
with the right ad at the right time.
It currently seems like the triumphant advance of
intelligent systems is unstoppable, promising scenarios It all starts with the collection and evaluation of user
that marketers have hardly dared to dream of, namely a information, making data the central asset of digital
tailor-made and thus perfect customer approach based advertising. Google is one of the players who benefits
on a wealth of information: data include socio- the most due to its huge data pool. The search engine
demographic information such as gender or age, giant has undoubtedly more user information than any

18 March 2019 - Visual Search, Voice Search, Smart Speakers & SEO