Automation has been prevalent within digital media for many years; from creative optimization to bid strategies, we humans have gratefully received a helping hand from machine learning or algorithm-based features.
Driven by the shift to digital coupled with our ever-growing need for cost and time efficiency, automation has evolved from a ‘nice-to-have’ into the backbone of effective digital marketing, with the marketing automation software industry forecast to hit $25.1 billion by the end of 2023. Google reports that over 80% of their advertisers are using automated bidding: scary stuff for the 20% who aren’t.
Google’s machine learning capabilities allow advertiser’s campaigns to react to a huge number of factors in real time, keeping your brand visible at the most valuable moments. Through years of testing automation approaches and features, these are our five top tips on how to make your brand thrive in the age of Search automation.