Google’s Simon Balfe explains how machine learning is core to the auction process in keyword-based advertising.

At the Virgin Media Digital Evolution conference in Belfast, we caught up with Simon Balfe, agency development manager at Google Marketing Solutions in Dublin.

Balfe explained how algorithms and machine learning are central to how the keyword auctioning process works.

“What we have done is, we apply our machine learning to our bidding platform so you can actually say to Google, I can afford to spend £5 for every lead or £7 for every sale that comes through.

“And, what Google’s machine learning can do is, look at 17m signals every time somebody types in a search query and will use all that detail to see how likely somebody is to take that action.”


Words by John Kennedy