google academy

What I learned at Google Academy – Automation Expert Days

Earlier this year, I had the opportunity to attend Google Academy’s Automation Expert Days. It was filled with useful information and tips on how to navigate Google AdWords as we move into the world of AI and machine learning.

Marketing and AI

As a marketer, you’ve probably heard the words “artificial intelligence,” and “machine learning,” being thrown around quite a bit in the past few months. This is because as consumers become more reliant on instant information from their devices, there’s an immense need for marketers to adapt to the ever-growing demand and to deliver the right messages at the right time.

AI comes into play, by using machine learning algorithms to capture the most useful data on the back end to optimize digital campaigns. Worried about your job? There’s no need. Machine learning is a tool for campaign managers, not a replacement.

How, you ask? Well to begin, as a manager, you know it can be time consuming to go in and check on your campaigns, optimize and bid. There are also many small tasks to consider such as text A/B testing, looking at headlines that are delivering, manually adjusting bids, looking at which keywords are or aren’t working… You name it.

However, machine learning can make all of this simpler for you, by considering all the consumer data it has already collected to assist in optimizing your campaigns.

Machine Learning Takes Patience

You will need to give machine learning time to capture data and detect those data trends that will aid in an accurate assessment before optimizing. Setting aside at least a two-week learning period will allow the machine learning to look for patterns in audiences.

You can then take the available data and bid-strategies to run some test campaigns before applying it across all of your campaigns.

“Machine learning is a core, transformative way to which we’re rethinking how we’re doing everything,” said Google’s CEO, Sundar Pichai. The future of AdWords and digital advertising is heavily reliant on machine learning so we should embrace it, not fear it.

Nidia Verdugo, Media Buyer