It seems that automation is becoming z necessity among online platforms today. Facebook, for one, enabled ad strategies and creative prototyping to automate holiday ads creation. LinkedIn has also automated its ads and events creation with Zapier. Google has also been rolling out automation tools since last 2020 like the Google Ads editor. Today, Google announces a new data-driven conversion model.
Google’s new data-driven conversion model puts more reliance on artificial intelligence (AI) or machine learning (ML) when it comes to ad targeting. The new model puts the search engine’s users on top of their measurement approach. It aims to unlock new insights on consumer behaviors to fill the absence of observed or 3rd party data. Google’s new data-driven conversion model will focus on analyzing relevant information that led to conversion. These include multiple signals such as:
- the ad formats
- the conversion types
- the time between the ad interaction & conversion
Google’s new data-driven conversion model will now support Display, Search, Shopping, and YouTube Ads starting October. Yet, brands and businesses still have the option to switch in manual mode via the five rule-based attribution models.
Google announces a new data-driven conversion model on 27 September 2021.
Implications for Marketers:
Google is committed to helping brands and businesses make every marketing dollar count. For marketers, Google’s new data-driven conversion model can help them clearly understand Google Ads campaigns. These advances in AI and ML provide more accurate measurements without violating privacy rules.
Reference: https://blog.google/products/ads-commerce/data-driven-attribution-new-default/
