PPC and Machine Learning: Where Do We Have to Get the Line on Automation?
During SMX Advice, Frederick Vallaeys and Brad Geddes chewed over the requirements for self-determination and understanding of the great impact of unimportant results.
One of the most controversial (and less perceived) issues in the PCC world, automation is a real headache. We have two different types of automation in Functional, PPC platform and in PPC Media Management. Our industry is at a peak, and we are automatically self-sufficient, not only trust-trusted machines to make better markets. Instead, we have to adopt intelligent automated ways and how we think of the future role that the CCI experts will think.
Clearly, heavy articles require SMX-level industrial-level intervention in the year 2019, so it is not surprising to see Freddie Valleys of Adware's operator and Brad Goods.
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During this meeting, it is important to pay attention to the important issue every time before dealing with different ideas. This is the fact that we do not need to automate everything. It is easy to imagine a complete automatic future; With one click, you can set everything, this is not the reality of the world that we are facing. Actually, for this reason, digital change is especially difficult: some things should be automatic and not others, but where are the restrictions?
A look at Frederick Vallaeys
On leaving the post, Fred started digital marketing of the world of IA: "Your Future Organization of PPC". I started reading during the flight in Seattle, to be honest, I failed to fail you. Cannot do! Many books were presented in their meeting.
Fred is one of Google's first employees, who takes a long time to understand PCC technology's permanently changing the world and has provided a series of active automation solutions for the PPC's general community.
Fred initially explained the main reasons for the process of the PPC process, including:
· Save time (reduce costs and increase results)
· Improve quality and reduce customer business.
· Allowance ratio (to make more money)
Obviously, these reasons are not limited to the field of digital marketing, but key areas are for all areas in automation. The main idea is that some automatic does not mean that we should do this. To prioritize our automation work, we need to take advantage of a specific degree effect framework. This is what Fred has joined in his speech:
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Brad Goods also responded: "Platform account management is becoming easier" and "cross-platform ads make it even more difficult because of audience/performance data of scattered users and wall gardens. To stop the exchange. "
Basically, the sponsored Links Manager's role is being refrigerated by automatic waves available for platforms and advertisers. The PPC community often delays Google's automation technology, claims that new solutions do not work, or that humans can always increase computer performance.
However, as Fred has been pointed out, this may be a PPC manager's failure, which could not understand how to train and accelerate the machine. This idea is important and perhaps this is a major trend that we will look at the children of PPC experts, nor to manually improve it. Instead, we have to consider how to enter the data in the machine and this machine will be improved from there. Understanding the basic principles of a learning machine, the best PPC managers in the future take scientific data-based management practices, which will give them more time to become better marketers.
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The evolving role of the PPC manager
In addition to the development of platform-specific automation in addition to the development of PPC Link Manager, Pedri addressed the PPC administration automation workshop. Although it is appreciated for delayed one of the favourite companies in my host city (Seattle), I really like the phrase "Fred":
"Starbucks is not the best quality in the world, but they are the best in the world."
Frederick Vallaeys
And, yes, Starbucks has developed because it provides localized organized experience to thousands of citizens around the world. After all, there is a clear and renewable process to explain it, which means that we have to consider the automation organization's business process.
Fred provides an organizational status of many interesting examples and assignments that other organizations can use to start the distribution process:
In addition, some good ideas about Fred Automation strategy, which include:
· Strategy change: An Older way to calculate numbers and read spreadsheets.
· PPC vendors should be more sellers and consider the basis of contexts; set the right goals and make sure the measurement system is installed correctly.
· We must have to focus on these goals so that we can train the machines properly.
Yes, I decided to write all the Capital posts later, but this is a fundamental fact that we need to refrain our future about machinery learning (ML) about the future.
When we started to think about the nature of communication between the layers of automation, Fred took us to an elevated place. It is an important concept of remembering every automation process. We need to ask ourselves: What are the unusual results of this automation? What can you talk about?
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Specific ads are a relationship between bid automation and the selected warning model that applies to the relevant goals in Google advertising.
Finally, Fred summarized his meeting with some important ideas:
· It is unlikely that the engine will work well in multiplatform automation.
· Automatically once solved. Man, still needs to explain the whole process.
· Your role as an expert in PPC will be tactically tactical.
Brad Geddes ideas
"I have an agreement; I do not want to * actually * everything else"
- Brad Geddes
Brad is probably one of the greatest people in the world of PPC, and it is great to take part in the conference (instead of its ordinary cricketer on the SMX team instead). Actually, you want to do everything automatically or its perception is funny, but there is a good way to find. On one hand, reports of race should be automated as actions. Did you know that a recent study conducted by the AIDS team shows that "the general agencies have spent eight days in a month to make the report," in which we represent 26% time when Do we spend on work again?
Brad talked about the different levels of automation for the first time, its presence and its main advantages:
When we think we want to automatically use ourselves, it is important to keep in mind that "there is a recommendation to improve automation machines, but you have to do what to do.". These recommendations fall into two broad categories:
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Optimization: The categories of categories are "trouble".
· Stop bad ads
· Use rotating advertisement publications
· Stop duplicate keywords
· Use negative to prevent service from multiple ad groups
Repair: Everything is useful.
· Missing Expansion
· Keyword dispute
· URL corruption
However, before seeing the analysis, you should know your key performance indicator and know what will actually be (education), including what is possible (unexpected results), other changes and overall flow of flow. To understand if we should follow the advice provided, Broadcast has shared a great diagnostic framework:
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If you cannot make a workflow, you cannot make it automatically, you cannot repeat it, you cannot do what you constantly do. Review your tips and ask:
· Do we think the account is good to improve?
· Should we try it? Of course, instead of blind changes try and try.
· Is it useful If so, should I set it somewhere else? Often, you do not want your account to be completely overwhelmed because it can have many things.
When you make changes according to the automation recommendations, you will notice what you did: Why and when?
· Avoid the same error twice when recording the traditional process.
· Project Management System is probably the most powerful tool for finding your pay because it helps keep everyone on this page.
· Keep in mind that Google will not miss you with a recent change which has not shown its effect.
After that, Brad contacted, one of the recommendations was subject to unexpected results of other parameters and sample clients:
· Customer Story: Profit Management System: Target CPA Customers: After three weeks, it's almost double that they are looking for. Why does not this work? They offer the adjustment factor for the device (+ 100% for work, 25% for movement), but the machine used is not correct.
· When you go to an automated advertising system, change the ad rotation: this is a big problem because you can stay more than your best original ads (the highest advanced conversion rate than the higher CTR).
A good idea for the bride is always to ensure that all automation should follow the same principles. For example, if a bid is automatically like a bid modification at a certain time, the strong impact and conversion amount do not always follow the best practices described by the people.
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Lastly, Brad described his main ideas as a summary:
· Recommendations for determining the automation content or for the workflow are an important perspective.
· Always understand how automation works.
· Set up recommended diagnosis and automatic workflow.
Automatic state
If there is an automation field of PPC's special guarantee cyclone cycle, I think we fall quickly from the expected expansion peak and adopt high speeds. As noted at the beginning of this article, we are on a twist in the world of CP. Now it is when we are preparing to bring money for our future priorities, and we all need to understand the future of intelligent automation, and even use the potentially impacted effects of unexpected results.
