Google Deploys Machine Learning Tools For Advertisers

Its largest deployment of machine learning in ads include: responsive search ad formats, YouTube tools which can better measure marketer’s branding KPIs plus new campaign formats

e4m by exchange4media Staff
Updated: Jul 12, 2018 8:57 AM
Google AdWords

Google has introduced new ad-buying tools for advertisers, allowing machines to control how ads are run and optimised. The recent updates are part of Google's largest deployment of machine learning in ads.
The new updates include: responsive search ad formats powered by machine learning; YouTube tools which can better measure marketer’s branding KPIs; plus new campaign formats designed to drive tangible business results such as customer acquisition and store visits, etc.

Jerry Dischler, Vice President, Product Management at Google, made these announcements in a blogpost where he described in detail how Google plans to leverage machine in “delivering the helpful and frictionless experiences consumers expect from brands.”

Here’s a look at the updates in detail:

Responsive Search Ads: This will allow advertisers to combine creativity with the power of Google’s machine learning to help deliver relevant, valuable ads. Explaining this, Dischler wrote in the blogpost, “Simply provide up to 15 headlines and four description lines, and Google will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query.” Essentially, “people searching for the same thing might see different ads based on context.”

Responsive search ads will start rolling out to advertisers over the next several months.

Maximize Lift: This feature is specific to YouTube. It will play a key role in helping advertisers reach people who are most likely to consider your brand after seeing a video ad. This new Smart Bidding strategy is also powered by machine learning. “It automatically adjusts bids at auction time to maximize the impact your video ads have on brand perception throughout the consumer journey,” Dischler said in the post.

Maximize lift is available now as a beta version and will be rolled out for advertisers globally later this year.

Local campaigns: This tool is meant to drive foot traffic to brick-and-mortar stores especially during key moments in the year, such as in-store events or promotions. “Provide a few simple things—like your business locations and ad creative—and Google automatically optimizes your ads across properties to bring more customers into your store,” Dischler added.

Local campaigns will roll out for advertisers globally over the coming months.

Smart Shopping Campaigns: This will help brands hit revenue goals without the need to manually manage and bid to individual products. It uses machine learning to optimise where Shopping ads show—on, Image Search, YouTube and millions of sites and apps across the web—and which products are featured.
“It takes into account a wide range of signals, like seasonal demand and pricing. Brands like GittiGidiyor, an eBay company, are using Smart Shopping campaigns to simplify how they manage their ads and deliver better results. GittiGidiyor was able to increase return on ad spend by 28 percent and drive 4 percent more sales, while saving time managing campaigns,” he added.

“We’re also adding support for leading e-commerce platforms to help simplify campaign management. In the coming weeks, you’ll be able to set up and manage Smart Shopping campaigns right from Shopify, in addition to Google Ads,” Dischler said.
Incidentally, in 2017, Google made over $95 billion from advertising and less than $15 billion from other revenue streams.

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