Page 18 - AeM_March_2019
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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
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