AdWords or shall I say Google Ads users may will need to rethink common best practices regarding account structures, testing, and ad rotation to the growing as Googles machine learning, targeting and platform continues to evolve. Smart Bidding options and audience targeting are not new, but Google produced a lot of automation and analytical innovations in 2017. Data-driven attribution models, advanced machine learning, dynamic ad testing and in market audience targeting all features that will allow advertisers to break through the strict walls and bottlenecks that separate campaigns and ad groups by strategic complex combinations of geographic, demographics, day-parting, keyword theme and match types.
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