Artificial Intelligence for SEMSetting up and maintaining your Search Engine Marketing (SEM) campaign is very manual and repetitive. First, you have to select keywords from thousands of permutations that fit within your budget. Then craft ads that are compelling to your audience. Finally, digital marketers have to tune their ads by regularly conducting A/B tests. Despite this effort, success can still be elusive. Imagine if you could predict each user’s preference and display subtle ad text variations (e.g. price, value or selection) that triggers a conversion. That's what Google is attempting to achieve with In-marketing audiences for SEM campaigns. At Google's annual Marketing Next conference, Sridhar Ramaswamy announced the expansion of In-Market Audiences to AdWords. In-market audiences uses the power of machine learning to better understand purchase intent. It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.
In-market Audiences was originally introduced in 2013 for display ads. The targeting is aimed at reaching consumers who are getting ready to make a purchase, based on an analysis of intent signals such as recent search queries and website browsing activity.
“Machine learning is also key to measuring the consumer journeys that now span multiple devices and channels across both the digital and physical worlds.”- Sridhar Ramaswamy, Senior Vice President of Ads & Commerce
Are You In The Market?To qualify someone as being in-market for a specific product or service, Google considers:
- Clicks on related ads and subsequent conversions
- Content of the sites and pages they visit
- Recency & frequency of the visits