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We required a method to create and erase hundreds of ads every day, 7 days a week. We needed to develop a brand-new process for producing ads at scale so we developed a new automatic process to fully take advantage of Google's machine learning in Ad, Words. To accomplish this Significant Tom programmed a system in which over 70,000 active listing URLs in Zolo's target areas are immediately updated and published every 15 minutes.

An Automation Mindset Following the success of our Google Ad, Words activity, Significant Tom continued our automation to other elements of Zolo's digital marketing. Despite Read This , the fast-moving nature of the property industry indicated that Zolo was being restricted by the constraints of online search engine that were simply unable to maintain.

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It can take up to two days for Google to re-crawl them all, which would feel like an eternity in the most popular real estate markets where homes can be snapped up hours after they have actually been listed. Once again the power of automation was crucial to unlocking Zolo's potential. By utilizing a combination of automated internal scripts (Ad, Words Scripts), external scripts (PHP), and Google Sheets we had the ability to turn brand-new listings from Zolo's database into paid search advertisements in under an hour, making sure that Zolo's listings reveal up before anybody else.

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AI and maker learning form a powerful tool, but like any tool, they need to be utilized in order to provide the ideal outcomes for organizations. AI and device knowing made it possible for Major Tom to construct the scale, speed and performance of Zolo's project, however the human touch was still necessary to developing the holistic method behind it.

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It's a holistic approach, developed to not only recognizing the techniques and methods that would work for Zolo, however having a group of cross-functional specialists in place to carry out on them at a first-rate level That way we could link all of the dots on Zolo's digital marketing, keeping one eye on the bigger image at all times, even when we were dealing with the frontlines.