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Adobe introduced this month a new Adobe Advertising Cloud Search with easy-to-use workflows. Adobe Advertising Cloud Search is simplifying the process of using audience targeting in search marketing. According to Adobe, the offering is designed to save advertisers time and increase ROI.
The advancements bring AI and machine. Adobe Sensei, the company’s AI and machine learning framework, is at the center of new optimization capabilities. With granular engagement metrics from Adobe Analytics, as well as audiences from Adobe Audience Manager and Adobe Campaign readily available, Adobe Advertising Cloud Search leverages Adobe Sensei to inform bid optimization, simulations and forecasting decisions.
Adobe Advertising Cloud Search also features a new user interface (UI). Updates include an array of new bulk-edit features, including the ability to copy-and-paste directly from the UI into Microsoft Excel – and vice versa – with changes reflected immediately. Advertisers can also quickly search, navigate and organize complex campaigns for faster management via customized reporting filters and columns.
In optimizing campaigns, Adobe Sensei scans for discrepancies between modeled and actual performance, automatically adjusting keyword bids multiple times per day to maximize returns. Adobe promises that Adobe Advertising Cloud Search delivers this optimization with the highest level of transparency. Advertisers have complete visibility into forecast models and their accuracy, with reports available at any time for advertisers to drill into click, cost, and revenue models.
“The next generation of search advertising will be powered by better data, sophisticated data science, and greater transparency,” said Justin Merickel, vice president of Adobe Advertising Cloud. “Adobe Advertising Cloud Search is delivering on that promise and amplifying what humans can do through greater automation.”