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RESEARCH, ANALYSIS & TRENDS
AI makes search engine advertising
simply better
Supposedly, Google started the trend of using Artificial machines to process and use this data and data-driven
Intelligence (AI) in 2015 using it to optimize its algorithm marketing promises of knowing the perfect timing for
and RankBrain. Today, digital marketers are making use spreading advertisement. And since algorithms can
of AI to make their life a lot easier, with a focus on generate content that is precisely tailored to the
process automation and personalized search results. respective target person, the data-driven marketing
Marketing dazzling AI pullulates in the industry since dream is about confronting the right person with the
then since the potentials are simply breath-taking. right ad at the right time.
In terms of search engine advertising, Google already Data: The gold of the digital world
offers many features that include automation and
machine learning, but how much is AI really changing It all starts with the collection and evaluation of user
marketing? Well, let me anticipate that AI makes the information since data is the central asset of digital
search result better, but human account managers by no advertising. Google is one of the players who benefits
means expendable. the most with its huge data pool. The search engine
giant has undoubtedly more user information than any
The dream of customized advertising other player on the market and with the help of AI
manages to understand the consumer needs at its
The triumphant advance of intelligent systems is
unstoppable and promises scenarios that marketers deepest level. Evolution in the world of digital marketing
have hardly dared to dream of: a tailor-made and thus will be driven by data research and tools like machine
perfect customer approach, based on a wealth of learning, since digital marketers realized that each data
information. These data include socio-demographic input can bring change. Just keep in mind that Google
information such as gender or age, interests, day of the considers "exclusive signals" such as information about
week and time of day, behavior on a website, browser the user's operating system, browser, language setting
and device information, and geographic references. All and of course the search query itself, to optimize the
this information is used anonymously to calculate the advertising impact and to stand out from the
likelihood of success of the advertising. competition.
This development towards user-centered marketing is Machine Learning in Google Ads
driven by the fact that there is more and more data In its core business, search engine advertising, Google
available for processing. At the same time, advances in already offers several technologies that use machine
artificial intelligence are making it constantly easier for
10 July 2018 - Voice Search & Search Engine Optimization (SEO)