On the path to a conversion, a user may conduct multiple searches and interact with multiple ads from the same advertiser. Google Ads’ attribution models allow the advertiser to control how the “conversion credit” is split amongst the various searched keywords that participated in the conversion process.
Advertising platforms, including Google Ads, have made great strides over the last several years implementing a form of Artificial Intelligence (AI), called Machine Learning (ML). With ML, algorithms are able to learn and adapt to new information, allowing the platforms to take the collateral we as marketers provide—images, videos, headlines, ad copy—and combine them for the most optimal performance. But how much should marketers trust machines to run their campaigns? Hear what Lisa Hutt, a senior member of our Clients Services team, thinks about this.
Facebook announced earlier this month that they are going to retire the relevance score metric and replace it with three new ad relevance diagnostics metrics. The three new metrics will measure relevance more granularly across three separate dimensions.