AI and Machine Learning in PPC Advertising

Session Description:

Artificial Intelligence and Machine Learning are powering the newest, most important features for advertisers on Google Ads and Microsoft BingAds.

In this session I will detail the ways that these technologies have been implemented in the advertising platforms. I’ll describe and compare bidding automation capabilities and attribution models. Attendees will learn exactly how to take best advantage of these new features and get better results from their online advertising campaigns.

Audience takeaways:

  • How to choose the right automated bidding option, and which to avoid
  • How to compare the relative performance of several attribution models.
  • How to use set up a Google Ads account to make ad optimization and keyword-level bidding decisions using the most appropriate attribution model.

Date: November 5, 2018 2:30 pm

Track: Palace Ballroom 1