Question: What impact has machine learning made on the marketing industry?
- Advertisers can crunch more data at scale than ever, to drive better business outcomes.
- Advertisers are spending more time on campaign optimisation due to additional data that's surfaced.
- Advertising agencies are slowing down their recruitment efforts as the requirement for human input is reduced.
- Well-known analytics tools are becoming obsolete as data is handled entirely by computer systems.
Explanation
Machine learning allows Google Ads systems to evaluate large volumes of signals faster than manual analysis. In App campaigns, automation uses those signals to optimize bids, placements, and creative combinations toward the selected app goal. This scale helps improve decisions across installs, in-app actions, and value-based optimization. Human input remains necessary for objectives, budgets, assets, and measurement quality.
Why the other options are incorrect
Analytics tools Measurement tools still provide performance data and are not made obsolete by automation.
Manual optimization Automation reduces the need to manually process every signal surfaced by campaign data.
Recruitment Machine learning changes the type of work humans do, but it does not remove the need for strategic input.
Source for verification
https://support.google.com/google-ads/answer/6247380?hl=en
https://support.google.com/google-ads/answer/7065882?hl=en
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Apps Assessment" page.