Google exec shares 5 steps to SEM success in the age of machine learning
Search marketers should integrate profitability forecasting and machine learning to evaluate tactics and metrics on a holistic scale, rather than in a vacuum. SEATTLE — Instead of fighting machine learning technology, marketers should harness its capabilities and work to make it smarter, Google Chief Search Evangelist Nicolas Darveau-Garneau said At SMX Advanced in Seattle on Tuesday during his keynote about optimizing campaigns in the age of AI. The bottom line? Machine learning is here to stay – and marketers need to get on board if they plan to stay afloat in an increasingly automated digital landscape.…
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