Machine learning is revolutionizing how marketers can bid for digital ad campaigns, says Tug’s Sean Greally. Here he looks into one way to approach that change, guided by the Japanese concept of ‘Hagakure.’
Machine learning technology (ML) looks set to revolutionize paid ad campaigns, leading to a seismic paradigm shift that replaces manual bidding in favor of smart bidding.
Manual bidding involves pay-per-click (PPC) experts setting their maximum cost-per-click (CPC) to optimize campaigns. Smart bidding allows ML tech to determine the ideal bid amount for individual searches in real-time, based on data, helping to increase conversions while saving time and money. Emerging in 2016, smart bidding seems to be a significant focus for Google as it continually develops its ad systems and moves beyond traditional keyword targeting. Learning how to structure ad accounts effectively is crucial for success with smart bidding.
Hagakure
To make efficient use of ML, we can look …