MoreVisibility recently partnered with Google to host a Digital Marketing workshop in Fort Lauderdale, Florida. With panelists from both companies, and a packed house of marketers representing a variety of companies, it was an insightful few hours.
One of the key themes covered during the presentations, included Artificial Intelligence/Machine Learning. In particular, both companies provided case studies and tactical examples on how to leverage the technology available within Google Ads to personalize campaigns, at scale. Commonly referred to as Google Marketing’s AI Stack, and available for application within Search, YouTube, GDN and Gmail. The options available to use within your advertising include:
- Audience Targeting
- Ad Formats
- Smart Bidding
- Attribution Models
These don’t cost anything to take advantage of, and in reality, will save and/or make your organization money when used properly.
Of course, we always end our workshops with bonus content and interactive Q&A session. During this portion of the event, our panel explored the free product in the Google suite that leverages automation to improve conversions, Google Optimize. This tool allows marketers to experiment very easily and take advantage of Conversion Rate Optimization (CRO) experiments, without a significant investment or resources.
If you haven’t attended one of our Google Workshops, typically held in Florida and New York several times a year, I highly encourage you to do so. Next up is New York in December, so stay tuned for more details. Our amazing team can’t wait to welcome you!