Page 22 - AeM_Sept_2018

TECHNOLOGIES & PRODUCTS

Smarketer’s AI-driven Google algorithm

delivers data-driven decisions with even

better campaign results

To get the best possible results with Google Ads, Audience: away from the search terms - to
marketers create sophisticated campaigns based on the target groups
search terms, products, users' location or devices.
Now even more efficient results can be achieved with Instead of search terms and keywords, the new
the new AI-driven Google algorithm, that delivers data- approach focuses on the users themselves, who are
driven decisions and better campaign results with the looking for shops or products. Hence, the focus shifts
same budget. Best of all, these results can be topped from the keywords to the target groups. Thanks to
with the Triple-A Approach (Audience, Automation, machine learning, the algorithm can analyze up to 70
and Attribution) that has been incorporated into the million signals within 100 milliseconds and evaluate all
algorithm, developed by the pure Google Ads agency possible data combinations in the shortest possible
Smarketer.
time. This ongoing processing and re-prioritization of
audience information analyzes which users are most
High-quality AdWords campaigns are characterized by likely to make a purchase in the future. Google updates
their granular and thus highly segmented structure: this information daily by adding or removing users in
Individual campaigns are designed manually, the audiences, but information that engages users in a
depending on the product or brand keywords, the context is hugely important to advertisers.
gender and location of the users, and the various end
devices. Smarketer’s Triple-A Approach serves the
new Google algorithm and delivers innovative levels of Automation: break up the granular
power through machine learning, which the AdWords structure - and let the algorithm work
agency explains as follows:
Automation means primarily bid optimization, the so-

22 September 2018 - Marketing Analytics, Automation & Attribution