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RESEARCH, ANALYSIS & TRENDS

learning through its recently renamed Google Ads Google even handles the entire process, from creating
platform (formerly AdWords). One is the ‘Smart Bidding’, the ad to bidding, targeting and the time of the playout.
where Google optimizes a campaign according to given
goals, such as conversions, by automatically changing Human tasks are shifting
bids. According to Google, millions of signals are Quite obviously, smart technologies and campaign
considered in an auction. For example, the end device, types are taking over operational activities that were
the browser or the day of the week, are currently being previously performed by account managers, right?
used for a search query to calculate the purchase Well, that’s just partly true.
probability of a specific user. If the conversion probability
is considered high due to the context signals, the bids Although AI can handle and analyze big data and
are raised automatically, and lowered with a low deliver personalized reports based on it, helping digital
probability. marketers to stay up-to-the-minute and easing their
workload, the use of AI and automation has given rise
Automated content creation to new tasks that still need people. Strategic decisions,
that are at the basis of any advertising campaign, are
While Smart Bidding controls the delivery of advertising, getting more complex and demanding.
some functions are dedicated to the automated creation
of advertising material. The number of campaign types and features in the
Google world has exploded in recent years. When does
For the creation of so-called Dynamic Search Ads which campaign type make sense, what objectives do I
(DSA), Google is currently crawling a search query and specify, how do I react to incidents and problems that
creates the appropriate headline based on a dummy ad. occur? Only those who use the right technology in the
In addition to the existing product campaigns, dynamic right place can unleash the power of AI. Hence, the
search ads make sense, especially for resellers with a operational SEA craftsmanship is still required. After a
huge number of products. If the assortment changes smart setup, automated campaigns need to be
quickly, DSA can ensure that all products are mapped in monitored and handled with great flair.
the campaign.
The know-how about new technologies and the
For content creation, Google recently started to offer ad operative experience and expertise merge into the
suggestions, too. This campaign type uses texts, marketing-skill of the future. It needs marketers that
deposited by the account manager, to generate know how to use AI properly and effectively for making
additional ads. The different ads compete against each search engine advertising better and better. ◊
other. Depending on the goal set by the account
manager, Google selects the most successful, quasi the By Daniela La Marca
best of the creative creation. For some campaign types,

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