Real-time bidding is an aspect of digital marketing that can seem overly complex for the average bear, so it was only a matter of time before artificial intelligence entered the picture. This week, Google brought machine learning into the process to help make it easier.
Tapping some of the same A.I. technologies that have already appeared in Google Photos and AlphaGo, Smart Bidding is a new capability for conversion-based automated bidding across AdWords and DoubleClick Search to help companies determine their optimal bid for any given campaign or portfolio. It can factor in millions of signals, Google says, and continually refines models of users’ conversion performance at different bid levels.
“Smart Bidding’s learning capabilities quickly maximize the accuracy of your bidding models to improve how you optimize the long-tail,” Anthony Chavez, Google’s product management director for search ads, wrote in a blog postexplaining the new service. “It evaluates patterns in your campaign structure, landing pages, ad text, product information, keyword phrases, and many more [data points] to identify more relevant similarities across bidding items.”