Smart Bidding, PMax or Consent Mode – it’s getting difficult for search marketers to excel with their performance campaigns as Google’s Machine Learning is making the decisions. There is still a huge opportunity to outperform competitors with Analytics data integration, process automation, audiences, measurement, cross-campaign attribution and activation of data – this is true for small and medium size companies as well as big corporates. In this session, Lennart will show you use cases and tactics for optimisation of performance marketing campaigns outside the campaign management by using data.