Machine Learning in AdWords: How & When to Use Smart Bidding

What a momentous year 2017 was for the evolution of machine learning in PPC. Google added in-market audiences for search as well as two new bidding strategies (maximize clicks and maximize conversions), introduced predicted click-through rate and optimized ad rotation to AdWords, and launched Google Attribution. Machine learning is the future of search, without a doubt. As Google's supply of data expands, and their AI research continues to make progress, we can only expect the quality of their machine-learning driven features to improve. The present is a more complicated matter.