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Powering the Next Generation of Search Advertising with Better Data

It's never been more complex to plan, run and optimize a digital advertising campaign. 

Billions of data points and decisions inform today's typical search campaigns (at least among the largest and most sophisticated brands), and there can be thousands of keywords used across multiple properties to target parameters like audience, device, geography, and time of day (and that's just the beginning).

It has become all but impossible for humans (even the most skilled and experienced) to sift through all that data and make the "right" decisions on budget allocation and bid optimization in order to optimize results. Is there a better way? 

Adobe recently introduced Adobe Advertising Cloud Search, a new offering the company hopes will simplify the process of using audience targeting in search marketing, save advertisers time (thanks to easy-to-use workflows, greater access to data, and artificial intelligence), and, of course, increase ROI. 

The advancements are the first in the industry to couple audiences from a marketing technology stack, Adobe Experience Cloud, with AI and machine learning. Adobe Sensei, the company’s AI and machine learning framework, is at the core of the new optimization capabilities and will scan for discrepancies between modeled and actual performance, automatically adjusting keyword bids multiple times per day to maximize returns.

“The next generation of search advertising will be powered by better data, sophisticated data science and greater transparency,” said Justin Merickel, vice president of Adobe Advertising Cloud. “Adobe Advertising Cloud Search is delivering on that promise and amplifying what humans can do through greater automation.”

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