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BEST PRACTICES & STRATEGIES




       other market player and manages with the help of AI to   other.  Depending  on  the  goal  set  by  the  account
       understand the consumer needs at its deepest level.   manager,  Google  selects  the  most  successful,  quasi
       Evolution in the world of digital marketing will be driven   the  best  of  the  creative  creation.  For  some  campaign
       by data research and tools like machine learning, since   types, Google  even  handles the entire process  - from
       digital marketers realized that each data input can bring   creating the ad to bidding, targeting and the time of the
       change. Just keep in mind that Google considers     playout.
       "exclusive signals" such as information about the user's
       operating system, browser, language setting and of   Human tasks are shifting
       course the search query itself, to optimize the
       advertising impact and to stand out from the competition.  Quite  obviously,  smart  technologies  and  campaign
                                                           types  are  taking  over  operational  activities  that  were
       Machine learning and automated content              previously  performed  by  account  managers,  right?
       creation                                            Well, that’s just partly true. Although AI can handle and
                                                           analyze  big  data  and  deliver  personalized  reports
       In its core business, which is search engine advertising   based on it, helping digital marketers to stay up-to-the-
       (SEA),  Google  already  offers  several  technologies  that   minute  and  easing  their  workload,  the  use  of  AI  and
       use  machine  learning  through  its  recently  renamed   automation  has given rise  to new tasks that still need
       Google  Ads  platform  (formerly  AdWords).  One  is  the   people.  Strategic  decision  making,  the  basis  of  any
       ‘Smart  Bidding’,  where  Google  optimizes  a  campaign   advertising  campaign,  are  getting  more  complex  and
       according  to  given  goals,  such  as  conversions,  by   demanding and ultimately needs to be done by human
       automatically  changing  bids.  Millions  of  signals  are   beings.
       considered  in  an  auction,  Google  states,  e.g.,  the  end
       device, the browser or the day of the week, are currently   Although the number of campaign types and features in
       being used for a search query to calculate the purchase   the  Google  world  has  exploded  in  recent  years,  there
       probability of a specific user. If the conversion probability   are still critical questions to be answered: When does
       is  considered  high  due  to  the  context  signals,  the  bids   which campaign type make sense, what objectives do I
       are  raised  automatically,  and  lowered  with  a  low   specify  and  how  do  I  react  to  incidents  and  problems
       probability.                                        that occur? Only those who use the right technology at
                                                           the  right  place  can  unleash  the  power  of  AI.  The
       While Smart Bidding controls the delivery of advertising,   operational  SEA  craftsmanship  is  still  required,
       some functions are dedicated to the automated creation   especially certain moral concepts and business ethics.
       of advertising material.                            Not  to  mention  that  after  a  smart  setup,  automated
                                                           campaigns  need  to  be  monitored  and  handled  with
       For  the  creation  of  so-called  Dynamic  Search  Ads  great flair.
       (DSA), for instance, Google is crawling a search query
       and creates the appropriate headline based on a dummy   The  know-how  about  new  technologies  and  the
       ad.  In  addition  to  the  existing  product  campaigns,   operative  experience  and  expertise  merge  in  the
       dynamic search ads especially make sense for resellers   marketing  of  the  future.  Marketers  with  know-how  to
       with  a  huge  number  of  products.  If  the  assortment   use  AI  properly  make  SEA  better  and  SEO  more
       changes  quickly,  DSA  can  ensure  that  all  products  are   effective.◊
       mapped in the campaign.
                                                                                        By Daniela La Marca
       For  content  creation,  Google  started  to  offer  ad
       suggestions,  too.  This  campaign  type  uses  texts,
       deposited  by  the  account  manager,  to  generate
       additional ads. The different ads compete against each





















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