Kelly McGuigan, Director of Product Marketing, Kenshoo
Over the last few decades, the role of marketing technology has changed from just being tools to accomplish basic repetitive tasks to evolve into advanced, intelligent machines that can work and learn to take on more sophisticated responsibilities. In a recent SalesForce.com study, the percentage of marketers using or planning to use artificial intelligence will increase an average of 257% over the next two years.
Two recent feature updates to Kenshoo Search are examples of how machine learning and artificial intelligence aid search marketers to intelligently manage and optimize accounts:
Last month, we announced the release of our Device Shift Smart Tag which tracks automated publisher bidding platform changes to device targeting.
“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.”
This month’s new release of the Audience Shift Smart Tag is similar to Device Shift as it monitors changes made by publisher automated bidding, but for audience targeting deviations. With better transparency into the changes made by publisher bidding, Kenshoo’s Audience Shift Smart Tag offers two clear benefits to search marketers:
“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.”
Search engine marketing has become very complex over the last two decades and there are now so many settings within an SEM account that it’s not uncommon for mistakes to be made—and the problem only gets bigger with size. Enterprise-level accounts generally have multiple cooks in the kitchen, and unfortunately, it’s very easy for something to be forgotten or accidentally get changed.
First released last year, Kenshoo’s Audit is a feature that enables search marketers to set rules for the system to automatically check for common account irregularities that could take many, many hours to accomplish manually. Some examples of the first set of functionality from Kenshoo Audit are the ability to check geolocation and audience targeting.
With this new release, the Kenshoo Search team has added five new audit rules to ensure ad groups have:
These are the default launch thresholds, but Kenshoo Search clients can customize them to align with their own account best practices.
“We are learning more about how humans and computers can best work together and Kenshoo Audit is a perfect example of the evolution of marketing technology,” says Jerome Crochat, Kenshoo’s Senior Director of Product. “Every day, Kenshoo can quickly check to ensure settings are correct in just a few minutes even for the largest SEM accounts. We are building the tools to allow paid search professionals to leverage, automate, and share audit best practices across their organization.”
The new Smart Tag and Kenshoo Audit capabilities are examples of how marketing technology is evolving from being a task-oriented toolbox to intelligent “co-workers” that can be counted on to perform complex tasks better suited for computers. By offloading repetitive tasks to technology, marketers can spend more time on the creative and strategic work that can make a difference to the bottom line.
Smarter tools = smarter marketers.
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