Responsive Search Ads – Machine Learning Meets Advertising
Responsive display ads first arrived as a new Beta display ad type in Google PPC display campaigns in 2018. Responsive…
Machine Learning
PPC Machine Learning
This series of articles takes a look at PPC automation available today, both how it works and associated controversies. We’ll share the high points of what we’ve learned, including the positive and less positive angles. Digital advertisers are already…
Transition PPC Search Ad Campaign Onto Optimized Automated Bidding
Bid automation puts the PPC platform’s machine learning intelligence at least partially in control of your bidding. Your campaign will begin to bid differently at each auction, based upon the mathematical probabilities (calculated from metadata) of pulling a conversion, and the estimated value of that conversion. We cover machine learning in a blog series on this site. Automated bidding is …
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The Magic of Automated Bidding in PPC Campaigns
Three years ago, we managed the majority of our campaigns using different types of manual bidding; sometimes extending that when there was enough conversion data, to use “enhanced CPC” bidding. But today, we design all of our clients’ campaigns with automated bidding as the planned outcome, once the campaign has run long enough to generate a conversion history (usually 2 …