Looking for insight into Google’s new ads automation? There’s a new training certification on Skillshop for Artificial Intelligence. The prep courses summarize the way Google leverages Artificial Intelligence to navigate ad placements, interaction, and search results across the web.

Artificial Intelligence can be complicated and ambiguous, leaving much to the human imagination. It involves computer algorithms and programs to process and analyze large amounts of data, recognize patterns, and make predictions or decisions based on that data. 

According to Google, “it takes people an average of eight searches to complete complex tasks.”  It uses human signals for learning, problem-solving, decision-making, and perception. As such, it is constantly altering connections between SERP workflow and user behavior. This flux in predictions leaves marketers and advertisers a necessary task of conducting A/B experiments for analysis.

Artificial Intelligence

What does the certification cover?

Best practices for Performance Max campaigns, specifically for ecommerce and value based conversion goals. It also reviews the automated bid strategies available, channel distribution and how artificial intelligence plays a key role in determining search results.

Why does it matter?

With all the privacy restrictions as of recent and the dissolve of third party cookies for tracking, the amount of data available for analysis is becoming more limited. Advertisers providing their first-party data let AI solutions use that data as an additional signal to make sure they show the right ad to the right customer at the right time.

As part of our commitment to providing the best marketing solutions, our team has completed the required exams and received our AI Powered Performance Ads Certification from Google, and are actively implementing the strategies and best practices. To learn how we can apply these skills to your advertising efforts, please feel free to contact our team.