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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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