This talk will address typical automation challenges in PPC and how to get started with machine learning (ML) tools, where rulebased approaches won’t work. The goal of this session is to show easy and fast entry points to machine learning capabilities for PPC, for example: Consuming pretrained models in the cloud, using Auto ML services without a line of code, leveraging BigQuery for model training and, more advanced, ways to train your own models. The session aims to help PPC managers to map own strengths to their relevant automation challenges and typical approaches with ML.
Christopher has 10 years of experience in PPC and is Head of Online Marketing at norisk, an ecommerce agency from Munich. Having worked for bid management vendor and on agency-side, he has seen tons of paid search accounts and been down many rabbit holes. His real passion is retail PPC and automation of campaign management processes, mainly with AdWords scripts. Christopher has spoken at several conferences such as SMX Munich 2018 and SEA Camp and was jury member of the SEMY Awards.