Did you know it takes people an average of
eight searches to complete complex tasks, according to Google internal data?

Campaigns that are optimized manually can't take advantage of continually refreshed consumer behavior data.

Google's AI can uniquely respond to new scenarios and be there for opportunities as they arise.

Machine learning has powered ads on Google for some time while AI solutions evolved separately over the years. But now they work together optimally to boost performance throughout a campaign.

Google's AI relies on human input to drive results. Advertisers who provide their first-party data let AI solutions ingest that data and use it as an additional signal to make sure they show the right ad to the right customer at the right time.

Consumer research and exploration can happen online, but in many cases the final sale happens in a store, local branch, or dealership. If your business involves offline sales or leads, use offline data to help optimize toward your overall objectives, not just your eCommerce goals.

Step 1: Build a robust first-party database to inform a business objective-oriented marketing strategy

Technology:

Integrate your marketing and data/customer management platforms to enable an automated flow of data.

Google’s Ad and Cloud products can help make faster, better decisions by combining previously siloed data to unlock insights that lead to timely and relevant customer messaging, surfacing behavioral predictions to help your advertiser invest more effectively in marketing.

People:

In many organizations, data is spread out across campaigns, CRM systems, websites, apps, etc. and is also managed by many teams. The key is to create infrastructure that breaks down the organizational silos and connect the dots between data within your organization. These teams can set up automated processes that allow for the seamless connection of data. Most often, that's where a data science or data analytics team is important for connecting the data silos.

Process: 

Stand up automated processes that allow for the seamless connection of data.

Where possible, own your data. The more processes and tech that are done in-house, the more you can control within your own ecosyste

Create a future-proof measurement strategy
The first step to creating a value-based strategy is making sure you have a solid foundation of online conversion measurement. Having the correct measurement in place lets you start tracking conversion actions before setting up attribution and optimization with Smart Bidding. 

As a best practice, implement the global site tag as well as Enhanced Conversions to minimize gaps when cookies aren't available.