Page 4 - AeM_March_2019

RESEARCH, ANALYSIS & TRENDS

How AI is changing search engine

advertising

The fact of having the World Wide Web around for 30 with often low margins. Banks, insurance companies,
years now - and Google for 20 years - deserves taking a manufacturers in the field of fast-moving consumer
closer look at the future of search engine advertising. goods or clothing manufacturers in turn have
completely different problems. As if considering all
For dealers, the product search and displaying shopping these issues is not challenging enough, other factors
ads for performance purposes are particularly lucrative, such as Google policies or country-level legislation
but good for image management via display marketing come into play, too.
and remarketing as well, while search engines attract
with unusual and cost-effective targeting options. The The recipe for a successful campaign
possibilities to reach target groups and campaign goals
are almost limitless, making it therefore quite First, it is important that the campaign manager has
challenging to keep up with the trends. clear goals and pursues a consistent strategy. In the
run-up to a campaign, important questions must be
Challenges for campaign managers are answered: What strategy is the company pursuing?
increasing How well known is the brand and what is the
competitive environment? What are the budget
To set up and manage a campaign successfully, the requirements - is a growth or consolidation course
account manager must consider all important factors. being pursued? The careful planning and budgeting of
The list is infinitely long and ranges from industry- a SEA campaign is becoming increasingly complex;
specific conditions, seasonal requirements and hence, the strategic basis is fundamental to the
competition to the current development in data success of the campaign and should not be taken
protection. Retailers are faced with the time-consuming lightly. When the goals and KPIs are fixed, the
task of maintaining the product data of a changing campaign manager must use the full range of
product range and of counteracting intense competition instruments to achieve them.

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