ARE YOU HARMONIZING YOUR AI AND HUMANS WITH A SOUNDING CAMPAIGN STRUCTURE?
As we go down the landscape of Google Search:
- Regular search/display/retargeting
- Dynamic search
- Performance max
On the top, we have more control, less exposure, and significant weight on human decisions.
At the bottom, we have less control, more exposure (often more than 10*), less need for human decision
What we all want is machine power in human hands!
If your campaigns are not currently mixing some AI elements.
I encourage changing the mindset from giving explicit instructions to letting the data learn and scale returns.