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Microsoft is all Set to Introduce Bing Ads Bot for Better Campaign Management
December 14, 2016 Rajat Tyagi
Microsoft is all set to make some alteration in bots for Bing Ads to assist the marketers in designing better ads
Bing Ads has come up with an idea of giving every Bing Ads advertiser access to a virtual account manager. They are building a bot that will help the advertisers to manage their ad campaigns more effectively.
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A few weeks back, we have noticed that a major change in the bots of different chats. Now, chatbots like Slack, Facebook Messenger and Google Sheets can be used to analyse your digital advertising campaigns, by sending alerts, reports, and insights. RevealBot has proved to be a vital action taken by Revealytics.
It was declared that it will be supported by Google Adwords, Bing Ads, Twitter Ads and LinkedIn Ads and we expected that it will have an impact on Pay Per Click (PPC). But, presently it is supported by only Facebook and Instagram. So, everybody was concerned what new is going to come from Google Adwords or Bing Ads. Within a short span of time, a significant change in paid search management has been noticed as Bing Ads has made some alterations in bots.
What are Bots?
A bot is a software that performs an automated task over the Internet. This automated application is used to perform simple and repetitive tasks that would be time-consuming or impossible for a human to perform.
Introduction of ‘Associate Account Manager in the Box’
At the Bing Ads next event at the Microsoft campus in Redmond, Washington, a few weeks ago, it was revealed that Microsoft is working in machine learning, artificial intelligence, and bots. This will enable the Bind Ads advertisers to get an account manager that will not only tell you how your ads are doing, but will also recommend you what to do for better performance. The idea of allocating an account manager has been termed as “Associate Account Manager in the Box”.
AI and machine learning is already showing its effective impact on campaign management. Power BI integrations with Bing Ads surface have started answering internally to complex questions on behalf of advertisers, and thus generating ads pilot. This has been intended by Microsoft for native ads.
Read also What so Special about Bing Advertisement?
Marketers Accepting Automation
David Pann, General Manager of the search network at Microsoft, has seen a significant shift how marketers have come to accept automation. In an event, he asked a group of search customers if they would accept an algorithm change. Surprisingly, the answer came out as ‘Yes’.
He has realized that within a few years there has been a major shift in marketers’ thinking patterns. So, David Pann responded, “… an algorithm can do A/B testing on thousands of permutations so much faster than individuals. And the problem is not those individuals, it’s not that they’re not capable, it’s just that they don’t have time … I think people are realizing there’s so much to do and some of this is so labor intensive.”
“In search, we’ve just been associated with these things for so many years it’s a natural evolution for us to say the algorithm has been predicting what ad to show on the page, why not have an algorithm create the ad we show on the page and then change it at 1:01, 1:02, 1:03 p.m., or dynamically change it based on the type of user that’s going to view it. Do I think we’re going to get there? Yeah, I do.”
So, are we going to witness a real transformation in the entire digital advertising pattern? If Bing Ads come out to be really successful with their new venture, then I am sure Google Adwords can never be far behind.