Machine learning for large-scale SEM accounts

A key challenge when working on what we could term “large-scale” PPC accounts is efficiency. There will always be more that you could do if given an unlimited amount of time to build out and optimize an AdWords campaign; therefore, the trick is managing priorities and being efficient with your time. In this post, I will talk about how concepts from machine learning could potentially be applied to help with the efficiency part. I’ll use keyword categorization as an example. To paraphrase Steve Jobs, a computer is like “a bicycle for the mind.” The generally understood meaning of this statement is that, in the same way a bike can increase the efficiency of human-powered locomotion, computers can increase human mental productivity and output. With the existentialism out of the way, let’s get to something tangible — we’ll explore here how relevant/valuable it could be to try and automate the process of placing new keyphrases into an existing campaign. What do we mean by machine learning? As Search Engine Land Source

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