Google is known for big data, obviously. But a revolution is taking place and most people have no idea. The science fiction of artificial intelligence is making its way into your everyday lives and you probably have didn’t even know! At the latest Google Next keynote, Google highlighted some of the advancements that machine learning has played in organic and paid search.

 

This is part 1 of a multipart post about advertising and machine learning so please come back for new updates.

 

Machine Learning Makes Search More Applicable

Artificial Intelligence may be a bit of a leap still but machine learning is very very real. Today the machine learning algorithms (those clever pieces of code that create the logic behind AI and pretty much everything else) are becoming increasingly sophisticated, the real bottleneck is becoming the processing power and storage that is needed to handle the complex computations of machine learning. With quantum computers and nanomaterials these two obstacles are being removed as we speak.

 

Google is perhaps one of only a handful of companies capable of tackling such an immense project. It has directed much effort towards integrating machine learning into our everyday lives without us even knowing. In fact, in the latest keynote a Google spokesperson claimed that they have collected and processed more customer data in the last year using machine learning than in the previous decade! If we really think of what that means it is rather incredible. Personally I think it is one of mankind’s greatest achievements and will go down in the history books just as the first micro-processor did. But then again it may lead to evil robots that take over the world….

 

How Has Machine Changed the Search Landscape?

Well we may not know exactly without hacking into Google. Don’t worry we aren’t going to do that. But through news released by Google indicates that both organic and paid search are benefiting from machine learning for publishers and advertisers alike.

 

For advertisers google has been at the forefront of customer atribution, along with companies like Facebook, for many years. Google has pushed that relevant content in both organic and paid search leads to better performing results for the user and advertiser. Along with the launch of the AMP (Accelerated Mobile Pages) Project, Google’s direction stays the course and is forcing developers to create content that users will find relevant to their search and most importantly engage with.

 

This means that Google is now collecting and attributing customers like never before. The type and amount of data is unprecedented. With a google account you have access to free email, streaming services, calendars and much more that make our everyday lives easier to manage but Google is also keeping tabs on us while we are logged into our Google account. This means that Google can now look at the entire conversion funnel like never before.

 

An Example of Customer Attribution with Machine Learning

Let’s take a simple example to illustrate what is happening behind the scenes. Let’s say you are logged into your Google account on your work, home and mobile devices. While at work you search for where to buy new shoes. Google will first serve you local places to purchase shoes, but it is even looking at your location data history to see what stores and shopping centers you have preferred in the past. Google uses this information to tailor the search results to local places and advertisements that are unique to you.

 

Now on the way home you may look for a particular brand of shoes on your mobile phone. Google notes this so that when you get home and search on your desktop you are now being served organic and paid results that combine your interest across locations and specifics. This very basic example used to be the thing of science fiction but today detailed customer attribution is using machine learning to predict consumer behavior and  enable marketers to reach a very targeted audience. This will mean increased performance of advertisements for both the publisher and advertiser.

 

Google’s use of machine learning is going to change how we interact with the world around us. Remember that the Internet of Things (otherwise known as IoT) is becoming more integrated into the world around us. This lends to an ever increasing amount of customer attribution data available and thus means that marketing professionals will be able to access more detailed targeting profiles than ever before.

 

Make sure your marketing team is up to date with the latest advertising technology or contact ICR Consulting today to see how we can increase your business online and off!

 

Topics we’ll cover in subsequent posts:

In Depth with Machine Learning

How Adwords is Using Machine Learning

What Machine Learning Means to SEO

The User Intent Journey with Machine Learning

How to Optimize Your Customer Experience

What Platforms Are using Machine Learning to Serve Ads