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       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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