How Googles Machine Learning is Improving Digital Campaign Conversions
Businesses are becoming increasingly driven to evaluate their digital advertising based on conversions rather than simply clicks and impressions. Advertisers want to know how how many people called, filled out a form, scheduled a visit or engaged in some other high value interaction. While digital marketing experts have developed tools such as A/B testing to gauge the success of certain ads or messages, we have had to depend on the expertise of the person monitoring these campaigns. And then Google implemented artificial intelligence (ai) and machine learning.
Artificial intelligence and machine learning are related, but are not the same. AI relates to machines that are able to engaging in intelligent behavior. Machine learning is the act getting computers to be able to take action without being programmed to do so. AI and machine learning rely on each other and can be extremely effective in improving conversions as well as engagements when used within Google Ads campaigns.
Machine learning algorithms allow advertisers to use data about our target audience to build a persona, and predict how they would think and act. Google then evaluates tens of millions of data point to try to replicate how that audience will act and respond. In addition, since machine learning continuously learns over time, your campaigns’ performance will continue to improve over time.
Are there any pitfalls?
As marketers we can’t just “set it and forget it,” there are some drawbacks to machine learning.
- We can’t see the data being used. Even thought we have access to a lot of Google’s data to make your machine learning campaign work, we can’t actually see the data to make your own decisions.
- Machine learning takes time to adapt and learn.
- Google doesn’t know your business as well as you.
We are BIG fans of AI and machine learning. Google has spent untold resources developing these tools and as customers, we have access to them at no additional cost. A recent report by Aquisio found that paid search accounts that are optimized for machine learning achieve 71 percent better conversion rates.