Page 23 - AeM_Sept_2018

TECHNOLOGIES & PRODUCTS

called Smart Bidding, for which dealers can also use were made exclusively by Google. If dealers change
optimization tools from Google. The benefit of the new their attribution model to "data-driven," the value of the
Google algorithm is that merchants can dramatically conversion is distributed to the action. Thanks to
improve their performance, since Google processes artificial intelligence, the optimal model for each
different signals in real-time when serving an ad now – customer can be calculated, which assigns the different
including search queries, browsers, age, gender, campaigns and search terms. It shows the road to the
interests, devices, location and date, in other words purchase, since users generally need multiple attempts
information that is not included in a manual control. So before converting. In addition, if there is not enough
far, dealers had to set their bids manually. Nowadays data available for the data-driven attribution model, the
the Google algorithm can control data-bases, without position-based model can be used, which allocates
subjective opinions, not to mention that Machine 40% of the first and last viewed ad, and the remaining
Learning achieves much better results than the 20% to the remaining clicks.
previous granular structure.
Clearly, the AI-driven Google algorithm makes it
Attribution: not only the last click counts - necessary to merge and downsize campaigns, because
but the path getting there over-segmentation blocks machine learning.

By the way, this best practice from Smarketer, Google's
Until now, dealers mainly focused on the last click when
it came to the evaluation of the conversion - the one multi-award-winning cooperation partner, has been
that leads to the sale. However, the attribution model included in Google's Agency of the Future (AOTF)
should be changed from "last click" to "data-driven" or program. Obviously, Smarketer understands well how
"position-based". For example, if the customer journey to build campaigns to use the algorithm efficiently and
led from Facebook to Google and from there to the use smart bidding properly. ◊ By Daniela La Marca
dealer's landing page, according to the old model, sales

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