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You know your product and audience better than ever. Your agency should help you create compelling ads using the right ad formats. Your agency should help ensure there is synergy between the ad and landing page to give your campaign the best chance of conversion. Are they trying to take over your ad account? Tips They might, especially if you're not paying much attention. As we covered in part 2, now is an algorithm-driven ad delivery platform powered by artificial intelligence. The rise of the machines is not here it is here looking to take over all technical ad serving decisions in your ad account.

Your role as an advertiser from the perspective of AI is to configure your conversion tracking, set appropriate campaign goals and provide ad creatives for AI to use. Google then wants to take over control of everything else. All media networks choose all combinations of ad creatives, that is, combinations photo retouching of images, videos, headlines, and descriptions. All bidding decisions are smart activities. If you're using Smart Events Smart Shopping Smart Display Discovery then you've already experienced this. All of these campaign types offer few options for manual optimization. We used to joke that smart activities are actually not smart things. This isn't always the case these days, especially if your campaign is generating at least 1 conversion per week.



Each conversion acts as a data point to guide the algorithm to make more informed decisions. Unfortunately many advertisers do not have quick lead The amount of conversions required to import the Smart Bidding algorithm. Google will happily blow your budget while they figure out how to best spend your money remember to do what's right for you. You have to do what works for you. There is a conflict of interest between you and when conversions are low. You're not here to fund a Christmas party so what other changes should you be aware of to optimize your score. Every campaign in your account now has an optimization score percentage. The supporting documentation for describes this as meaning your account can reach its full potential.