Can an algorithm find your ideal clients and convince them to visit your website? 

Karen Young from https://ethosmetrics.com/ explores Google Ads Smart PPC advertising campaigns .

As the Google Ads platform continues to move (at speed) towards machine learning, I’ve been thinking about this a great deal.

Yesterday, I had a chat with a Google advertiser. She and her business partner run a B2C service, targeting the London area.

She’d rung Google for advice and been convinced to switch her account into a totally automated ‘Smart’ format.

She called me for a sense check, as she felt the promises she’d been made were perhaps too good to be true.

I suggested she go back to Google with a few additional questions.

She got back in touch later, saying: “The Smart campaign isn’t so smart after all. It’s nuts that they even offer this service."

The key here is asking one thing:

How does the machine learn?
By spending your budget on clicks.

In this episode, I ask whether an algorithm could learn what makes your business tick, through trial and error.