No doubt, Google Ads is all about machine learning these days. Bid Management? Use Smart Bidding, there’s machine learning in it. Ads? RSAs will show the very best ads with the power of machine learning. Targeting? Broad match is now perfect thanks to, you guessed it, machine learning. While marketers are skeptical about promises like that, there’s hardly a way around Google’s black box solutions. Yet, common account structures aren’t exactly suited to leverage these solutions optimally. Marketers are torn between fighting to regain control and trusting the system religiously. So what will it be? Should we use SKAGs, STAGs, Fullistic, Hagakure – or is chaos plus machine learning enough?

In this session, we’ll take a closer look at what matters and what doesn’t when it comes to account structure. We will look at how to guide the system by providing the data it needs in ways that enable machine learning to draw the right conclusions while still being cost-effective. And we might find that marketing should play a much bigger role in search marketing than it currently does.