You’re some good news for marketers! There are now third-party bots available in slack, Facebook messenger, Google sheets and elsewhere that make marketers able to get information about campaign performance and, in some cases, take action.
Two weeks ago, At the Bing Ads Next event at the Microsoft campus in Redmond, executives spoke exclusively about Microsoft’s work and machine learning, artificial intelligence and bots. Ginnie Marvin asked what about a bot for Bing Ads was in an interview with David Pann, General manager of the search network at Microsoft.
Currently, they are working on it.
The “Associate Account Manager in the Box,” The idea behind this is to give every Bing ads advertiser axis to a virtual account manager.
“Through our bots and artificial intelligence and our machine learning, and through just standard messaging, every customer should get an account manager,” said Pann. “It won’t just tell you how you’re doing, but can make recommendations on what you should be doing to get better performance. We’re starting to build that.”
Pann hey said that they are starting with an overall account management and health check in. “then you can imagine from their automating a lot of the back office and billing and capabilities.”
Beyond Associate Account Manager in the Box, Microsoft is already seeing AI and machine learning playing a large role in campaign management. Just as an example, Power Bi integrations with Bing ads surface is answering complex questions internally on behalf of advertisers, and even dynamically generates add pilot for the intent network Microsoft is building out for native ads.
According to Pann, he has seen a significant shift in how markers have come to see automation. During an introduction to a new testing and optimization product that has been called Decision Service, Pann asked the group of search customers if they would allow an algorithm change to change their creative. It seems that the overall answer was a resounding yes.
“A couple of years ago, people would say no,” said Pann. “But an algorithm can do A/B testing on thousands of permutations so much faster than individuals. And the problem is not those individuals, it’s not that they’re not capable, it’s just that they don’t have time … I think people are realizing there’s so much to do and some of this is so labor intensive. You know, I no longer have to be the person who owns ‘fly to Boston cheap’ versus ‘cheap flights to Boston’ and the thousands of permutations that can occur.
“In search, we’ve just been associated with these things for so many years it’s a natural evolution for us to say the algorithm has been predicting what ad to show on the page, why not have an algorithm create the ad we show on the page and then change it at 1:01, 1:02, 1:03 p.m., or dynamically change it based on the type of user that’s going to view it. Do I think we’re going to get there? Yeah, I do.”
Source – Ginny Marvin