The role of the agency continues to change as Google, Bing and other platforms use artificial intelligence, making it easier for brands and other companies to run advertising online, reports Search Marketing Daily, which added: ““Google turned a very creative process into an artificial intelligence process,” said Steve Gibson, CMO and managing partner at DealerSauce, an agency supporting car dealerships. “And the numbers show platforms like Responsive Search Ads work well.”

“Responsive Search Ads, for example, uses building blocks and custom elements to dynamically generate ads. It allows up to 15 headline variants and four description-line variants. Google optimizes and tests the options using machine learning. Then it builds and serves ads that are most likely to get a user to click.

“It helps small to medium-size agencies succeed, reducing the barrier to entry, but poses challenges for larger holding companies.”

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