The Google Search Machine Learning We Trust

The Google Search Machine Learning We Trust

February 27, 2021
Marketing Two Cents
10.54%

Monthly
Active User Rate

Daily Budget
$5000

Daily
Campaign Budget

Click-through rate increase
60%

Increase
Click-through Rate

15%

Growth
Return on Investment

#1

Customer
Segmentation

Daily Budget
#2

Prioritisation of
Limited Resources

Click-through rate increase
#3

Competitive
Responses

#4

Consumer
Change

The Google Search Machine Learning We Trust

Board Match & Auto Applied Recommendations


The world the business has been shifting towards the internet for years now (with current events accelerating things drastically), and it’s impossible to have any real shot of success without building an online presence.


At the same time, a Field of Dreams approach to business building (if you build it, they will come) isn’t going to cut it any longer.


No, you need to leverage the power of Google search engine marketing in a big way – but you have to be smart and strategic about how you do so, too.


Believe it or not, this may mean relying a lot more on some of the (relatively) new technologies pioneered by Google to really explode your business results.


Let’s dig a little deeper, shall we?


The Trouble with Chasing Creatives


One of the biggest challenges business owners have today when it comes to search engine marketing is finding a way to deliver fresh, interesting, and engaging advertising creatives that not only attract prospects but also help convert them into paying customers.


Business owners have been conditioned to rollout campaign after campaign, creative after creative, in a sort of “throw it all at the wall and see what sticks” kind of approach – mostly because that’s what worked in the past.


You chuck out a dozen or more different creatives, see which ones spike with your target market, drop the ones that don’t, and then optimize or try a dozen more new creatives the next day.


Well, that’s not going to work quite as well as it did in the past any longer.


Now Google has more than 60 different signals it is considering every single time a search is performed. It’s impossible for humans to keep up with machine learning and this advanced AI, especially if you are up against stiff competition that wants to win business, too.


Is Broad Match Worth Trying Again?


A couple of new changes to the Google search engine strategy recently revealed highlight the importance of broad match keywords again.


It wasn’t all that long ago that a keyword like “men’s jackets” wouldn’t have been anywhere near as effective as “winter jackets for men” or something similar.


Really drilling down in getting specific (especially for smaller companies with smaller ad budgets) was a huge piece of the puzzle for search engine marketing success at Google.


Because of the new machine learning approaches at Google, though, the engineers in the service department are now recommending businesses start to use broad match keywords again.


Smart Bidding and Broad Match May Be the Key


To really take your search engine marketing efforts with Google to the next level, though, you’ll want to mix in Google Smart Bidding with broad match keywords.


A couple of advertisers are already seeing fantastic success using Smart Bidding and their predictive signals as a bit of a safety net to generate better traffic, bringing in a wider net of potential prospects without dropping conversion rates at the same time.


In fact, some businesses that are combining Smart Bidding with broad match keywords are actually seeing more traffic and higher conversion rates – sending the profitability of their campaigns through the roof along the way.


Suppose you’re serious about leapfrogging ahead of the competition and want to use the power Google search engine marketing to build your business. In that case, a combination of Smart Bidding and broad match keywords just might be the ticket.


Let the Google algorithm handle the heavy lifting for you. You might be surprised at the kinds of results you can generate!

Source(1, 2, 3, 4)

Dean Long | Expert in Growth MarketingDean Long

Dean Long is a Sydney-based creative marketing and communication professional with expertise in paid search, paid social, affiliate and e-commerce. He's also a distinct MBA Graduate from Western Sydney University.

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