The best ad automatically We've all been doing A/B ad testing for years. But that becomes much less relevant if you look at what Google is now able to do with Shadow Making AI. Sridhar Ramaswamy, Senior Vice President of Ads and Commerce, showed an example of three users all searching for something fairly generic (like , but each receiving a different ad from Shadow Making the same advertiser. The various ads were not driven by audience bid adjustments or anything else we had control of. Rather, it was AdWords predicting each user's preferences to display subtle variations in ad text, focusing either on price, value, or selection.
How many times have we all wished for a way to look Shadow Making beyond the query and distinguish between a potential buyer and a kid doing research for a school project? Access to in-market audiences allows us to make this distinction so we can bid more aggressively for better-qualified leads. But guess what? Everyone will now bid more for better-qualified traffic because it should convert better. According to Bhanu Narasimhan, Director of Audience Products at Shadow Making Google, audience conversion rates in the market are on average 10% better. So prepare your boss for the inevitable rise in maximum bids you'll need to set to stay competitive. Unfortunately, the exact launch date for this feature has not been announced; Google only said it would be available by the end of 2017. Did you say.
Clicks and more contribute to a conversion. With Google Attribution, Google runs the models and feeds the data back into AdWords, where we can use a flexible bidding strategy, or use the improved data to drive better results using our auction management Shadow Making tool. choice. In Optmyzr, that means you'll get better insights to help you set bids and perform optimizations with the same tools you're already used to. What I would like Google to work on next is to make it easier to import competitor channel data into Analytics. Right now, to get the big picture, we still need Shadow Making to tag campaigns and import cost data. I also hope they can somehow use data from multiple accounts to reduce the currently very high requirement that a conversion have 600 conversions in a 30 day period before models based on data does not start to work.