Artificial Intelligence (AI) seems to be advancing at an incredible rate lately.
From assisting to bring about visions of the future, to improving everyday reality, boundaries are being broken across industries worldwide — and our industry is no different.
Great advances are being made with machine learning in digital marketing — particularly with Google Ads.
I recently attended a mind-blowing presentation by Google that dived into the future of Google Ads (formerly known as Google AdWords). Google Ads will soon rely on AI to automate volume traffic campaigns using data harvesting.
With Google Ads, there are two places you can go to check this out. Not everyone has these, but if you look under ‘Audience’ and ‘Behaviours’ you can look for ‘Session quality’. Under there you can see a number of different quality scores from the session quality. It looks at the user and what the quality of that session is. This is all based on AI, it’s all machine learning. There’s no human intervention here at all. So you can drill down and, say, look at the quality of sessions that were 51 to 100, which are the highest quality sessions. This allows you to take a look and see where the best conversions are coming from in those high-quality sessions.
Because it’s machine learning, you’re not going to get any results from a small data sample, but if you’ve got some serious volume you can switch on some of these implementations inside Analytics to use that data and Google Ads AI to do some really terrific stuff. The reason you need volume is that AI needs a lot of data in order to learn. But once you’ve got enough data built up, the AI can create some incredibly effective marketing plans.
It’s all food for thought, and a lead toward the idea that the most important decisions might not be made by humans in the next 20 years.
This article was originally published on stewartmedia.com.au.
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