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RESEARCH, ANALYSIS & TRENDS

AI and automation are changing search of the future. If AI is used properly, it will make search
engine advertising engine advertising better in the future.

Intelligent technologies are already taking over some Why marketers should focus on machine
operational activities in search engine advertising (SEA). learning
For example, Google uses "smart bidding" machine
learning to make bidding smart. With Dynamic Search Machine Learning (ML) actively supports advertisers in
Ads, Google can crawl sites now of a keyword search analyzing user behavior and displaying targeted ads.
and build the appropriate headline based on a dummy Machine learning can map the entire buying process
ad stored. Manual creation of ads will increasingly be across multiple devices and channels, making machine
eliminated. The time saved can and must be used to learning an indispensable technology in order to stand
optimally set up and supervise the campaigns. Even as up to the competition and efficiently win new
systems are increasingly deployed, that promise largely customers.
automated campaign creation and control, experience
shows that continued optimization is still required. Due to the increasing use of smartphones, the usage
Particularly in the event of deviations from the expected, and search behavior is changing. Mobile devices have
operative SEA - craftsmanship will continue to be in long overtaken the desktop in use, but typing is
demand in the future. annoying for many users, so they increasingly access
the language assistant. The search terms are simply
Understand and master technology spoken. In the Google App, 20% of searches are
already done by voice, hence, Google is heavily
Campaign control through AI and automation will working on a perfectly functioning online search for
continue to improve. The more information available as Artificial Intelligence. The Google Assistant is about
data for decision-making, the more operational human voice search to find pictures and answers to complex
labor is reduced. But who guarantees us that the questions. As the search changes, advertisers must
algorithms always meet the needs of consumers and also go new ways, which means advertisers won’t be
meet the high expectations that we place on AI? able to get past Voice Search.
Advertisers are likely to have questions even when
everything seems to run perfectly. At the latest, when This development also has a new requirement for
sales collapse, growth fails or certain products and offers technology, since the traditional keyword set does not
are no longer in demand, someone must give an work anymore, but machine learning. The amount of
explanation. Humans must adjust the systems and be voice input is challenging itself. Users ask very specific
able to make individual adjustments according to their questions and expect accordingly very specific results.
concept, strategy, industry and goals. Only those who
understand the technology can unleash it in the right There are many suppliers in the market by now, but so
moment and setting - and thus develop the potential of far Google AdWords campaigns have been created
AI and automation. This requires experienced specialists and optimized manually or via bid management tools.
or trustworthy partners who combine operative Machine learning algorithms automate targeted playout
experience, technical know-how and industry and optimization. A possible example would be an
knowledge. evaluation of whether the user was searching from an
iPhone, Android device or browser. AI can capture this
The problems and limitations of AI and deliver targeted ads.
The work of SEA experts is facilitated by ML, as the
If systems ultimately only regulate numbers, facts and
hard KPIs, campaigns quickly reach their limits. The technology can simplify data analysis and campaign
most important thing is and remains the interested and automation. In addition, the evaluation of the customer
ready-to-buy consumer. Whether local retailer or mega- journey is simplified, and the editorial part positively
online store, visitors are always the most important influenced. Considering all arguments, advertisers
asset. The number of highly qualified visitors is a central should put the topic of voice search on top of their
and often neglected core. Visits lead to direct or indirect agenda. ◊
purchase, but also to the branding of the shops or the
image. It is important to keep an eye on this crucial By Daniela La Marca
factor across all measures. Regardless of the bright
performance figures, human experience and intuition will
continue to play an important role in the future. As
automation increases, more and more resources are
needed for Paid Search planning and control. The know-
how about new technologies and the operative
experience and expertise merge into the marketing skill

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