06 Mar '18, 11pm

#MachineLearning in #PPC: How and When to use smart bidding in #adwords-

What a momentous year 2017 was for the evolution of machine learning in PPC . Google added in-market audiences for search as well as two new bidding strategies (maximize clicks and maximize conversions), introduced predicted click-through rate and optimized ad rotation to AdWords, and launched Google Attribution. Machine learning is the future of search, without a doubt. As Google’s supply of data expands, and their AI research continues to make progress, we can only expect the quality of their machine-learning driven features to improve. The present is a more complicated matter. Advertisers need to decide between Google’s automation, adopting a manual approach, or using alternative automation to achieve the best results. There is a whole load of machine learning features to be discussed in relation to this: Dynamic Search Ads, Universal App Campaigns, Google Attribution, ...

Full article: https://www.searchenginejournal.com/machine-learning-adwo...

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