This is a video recording of a presentation from International Search Summit, which took place in Munich in 2019. Everybody is talking about AI at the moment, however, many companies and agencies are not even using automated bidding strategies to make use of this easily accessible form of “artificial intelligence". Sven shares his experience in implementing bidding strategies for lead generation and e-commerce accounts to show how to avoid the most common pitfalls and how to manage expectations. He discusses whether Account Managers should be worried about handing over control to automated bidding strategies and which frameworks are required to use automated bidding strategies successfully. He also looks at whether using such strategies make a real difference to performance and highlights the challenges of implementing them on an international scale.
