Today I am writing about machine learning in search – a hot topic and debate these days. I expect this to be one of several posts on the topic. This particular writing intends to summarize both sides.
On the “Pro” side, Google is preaching that their new machine learning algorithms replace the need for keyword creation and manual bidding. Additionally, Responsive Search Ads (RSA) negate the need to write ad copy. With the elimination of this busy work, SEMs should now have more time back in their day which should be replaced with strategic input. If not, they lose their value to their clients.
On the “Con” side, having just attended SMX Advanced in Seattle, there is reluctance on the part of SEMs to adopt machine learning as aggressively as Google wants them to. Essentially, this debate comes down to those who are in the weeds vs. those who are not as well as Google who is pushing the agenda.Continue reading