Five ways machine learning improves PPC advertising

30-second summary:

  • The machine learning-enhanced “Smart Bidding” capabilities available in Google Ads offer an easy way to see the campaign results you want while allowing you to take a more hands-off approach.
  • You can use Smart Bidding on the campaign level or, if you prefer, you can apply it to your entire ad portfolio, allowing you to optimize all of your campaigns using Google’s ML algorithms.
  • Marketing consultant Gabrielle Sadeh explains five different objectives that Smart Bidding can optimize for – and when to use each.

PPC advertising is a core part of many brands’ online marketing efforts. Unfortunately, getting the most out of your PPC bidding can be a tricky process, to say the least.

Some brands find themselves bidding too much for keywords, ranking highly for a brief period but blowing through their marketing budget. Others don’t bid enough, and never see themselves achieving the conversion rates they hope for.

The good news is that there is a smarter way to bid. Google’s Smart Bidding options, which are readily available via Google Ads, offer an easy way to see the campaign results you want while allowing you to take a more hands-off approach.

These advanced algorithms draw from several contextual signals to drive performance, and some of these signals are only available when using Smart Bidding. These include…

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