Kelly McGuigan, Senior Product Marketing Manager, Kenshoo
Not only can search marketers leverage publisher bidding for automated bid optimization but, with Kenshoo Search’s Smart Tags, practitioners can use the insights behind the machine-learning optimization to get smarter about how to manage their campaigns.
There’s a lot of excitement these days around how innovation in Artificial Intelligence (AI) and machine learning will transform the marketing industry.
As these intelligent solutions continue to get adopted into advertising platforms, marketers will need transparency to better understand the changes being made in order to holistically manage ad programs so that their manual adjustments don’t clash with the automation. More insight into why a computer-driven change was made to a campaign can also surface valuable intelligence for marketers to leverage in their own decision making.
Kenshoo integrates with publisher bidding solutions, but also provides the transparency that marketers require with this automation.
“Marketers know that the potential for AI and machine learning could be amazing,” says Kenshoo’s Director of Product, Noa Reikhav. “Automation is an attractive solution but it still needs monitoring and human involvement to not only just focus on short term performance but maximize the potential for long-term business. Marketers want to know what’s going on behind-the-scenes so that they can monitor those decisions. But there’s also an opportunity to learn from what the machines are seeing that can help them with other marketing decisions.”
This is where Kenshoo Search’s new Device Shift Smart Tag comes in to play. When a significant shift occurs in a campaign’s click distribution among mobile, tablet, and desktop due to publisher bidding, the Device Shift Smart Tag notifies the marketer of the change and suggests recommendations to take action. In some cases, it may direct the marketer to consider splitting the campaign into separate campaigns in order to get more control over targeting distribution.
Smart Tags are part of a relatively new innovation from Kenshoo which are automated labels that provide marketers with actionable insights into campaign performance and optimization. Once these labels have been applied within search accounts, Kenshoo clients can perform a myriad of tasks in bulk from campaign settings to changes to reporting outputs.
Tags product groups containing products identified as being highly searched for in ecommerce platforms.
Tags keywords with the same keyword text and match type as another keyword in the same ad group or campaign, or in another campaign targeting the same audience, location and device.
Tags ads that are underperforming within their ad groups.
Tags keywords which are blocked by negative keywords.
Device Shift is the first of a series of Smart Tags that Kenshoo is developing that will help practitioners make use of the valuable data behind publisher bidding’s automation. Future Bidding Intelligence Smart Tags will help to shed light on when publisher bidding shifts location, and a host of other signals. Armed with this in-market, real-time intelligence, search marketers will be able to make better decisions as they learn what cutting-edge computational power has figured out.
Kenshoo Search is the only platform with Smart Tags. Would you like to learn more about how this platform can help you be more productive, drive performance, and gain valuable insights to optimize your search engine marketing campaigns?
Contact us today or set up a quick and easy demo.
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