Technology has advanced at an exponential rate, eventually making it possible to match the efficiency and accuracy of human account managers. Nearly all industries are embracing artificial intelligence (AI), and the search marketing and advertising sectors aren’t far behind. As a matter of fact, Pay Per Click (PPC) Advertising is currently being changed primarily by AI because it is producing an increase of accurate PPC intelligence.
How PPC and AI Work Together
As you may have observed, technology advances quickly, making relatively new technologies particularly promising. Though it only recently gained popularity, artificial intelligence has already shown to be extremely helpful in various fields, including marketing.
Keeping your business in line with the current development processes is essential if you want to succeed in the current competition! You can maintain the highest level of effectiveness for your marketing initiatives in this way.
Big data, AI, and machine learning are still developing concepts, so many processes still involve human professionals. Only those with a clear purpose and the ability to utilize data independently and effectively can function without. Additionally, companies should remember how crucial high-quality personalization is for today’s consumers while maintaining a certain degree of openness.
Automating many processes that take a long time to complete manually is one of the biggest advantages of AI for marketing. Marketers can increase the effectiveness of many processes with the help of AI-powered solutions. Research has shown that automation alone can boost global productivity by 1.4% yearly.
How to Improve Your PPC Advertising With AI
The following are a few of some of the most impressive applications of AI used in digital marketing applications:
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Autonomous PPC Bid Adjustment
When AI manages your ads, you can fine-tune your campaigns by making a few small changes to the code to increase the efficacy of your PPC campaigns. For instance, you can use AI to adjust PPC bids automatically. By avoiding overbidding- not placing too low of a bid on ads that help you generate quality leads- you can improve your ROI.
It is possible to create your own AI algorithm to manage your bids, but you will need to find a reputable software development company and be prepared to make a significant investment on the project. For example, Amazon has its hourly bidding algorithm, enabling advertisers to modify their bids in response to market dynamics automatically. Thankfully, many free resources are available, such as Google Ads and Bing products.
You should be aware that there are different levels of automation and that automated bidding might have some drawbacks when using it. For instance, Google Ads offers fully automated strategies like vCPM, Target ROAS, Maximize Clicks, Target CPA, and Maximize Conversions in addition to Enhanced CPC.
The difference between Enhanced CPC and the other tactics is that, in this case, the algorithm only modifies manually set keyword bids. Essentially, fully automated techniques demand more care. To ensure that you stay within your budget and the ROI meets your expectations, you should always keep an eye on their performance. Google’s ideal solutions might only sometimes align with your company’s objectives.
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Better Retargeting
To see the relationship between the leads produced by your offline efforts and particular campaigns or even keywords, you can use a variety of AI-powered analytics and call-tracking software. You can enhance your retargeting efforts by reviewing the information on your offline conversions.
Your campaign’s success depends on accurate targeting. First, you don’t want to turn away clients who are already interested in doing business with you by bombarding them with too much promotional material. Second, it is unnecessary to spend your PPC budget on clients who have already purchased from you and are likely to wait to do so.
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Predicting The Behavior Of Consumers
Machine learning is one of the most exciting fields in AI. AI algorithms can learn from historical data, taking into account your audience’s demographics, spending patterns, web usage, device usage, etc. By establishing a link between campaigns and keywords, algorithms can determine which search terms are most likely to result in conversions. Additionally, machines are much faster at it than people are.
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Pause Ads That Perform Poorly
You don’t want to keep placing bids on ads that perform poorly and don’t provide the expected ROI. As a result, you ought to be able to assess the effectiveness of your ads quickly and pause them if necessary. Similarly, if your bids don’t result in clicks, you should reevaluate your strategy. To reduce the cost per conversion, you should maintain a high-quality score in situations like this.
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Creative Support
While AI has been shown to perform significantly better when handling various repetitive tasks, creativity continues to challenge algorithms. Regarding creativity, machines cannot fully replace humans, but they can help marketers. For instance, Google’s Responsive Search Ads (RSAs) demonstrate how AI can assist marketers in writing more effective PPC ad copy.
Marketers will have more opportunities to use AI for creative tasks as technology grows and changes. To improve the engagement of their PPC campaigns, many businesses are beginning to experiment with AI-powered chatbots. By offering top-notch support, you can boost conversions and decrease bounce rates with the help of AI-powered tools. Additionally, you can use chatbots to glean additional user data from their conversations.
The Conclusion
Though AI is relatively new, it has already proven enormous potential in various fields, including marketing. You can increase your marketing efforts’ effectiveness and maximize ROI using various AI-powered tools. Marketers can automate bidding, enhance targeting, and anticipate user behavior thanks to AI. Additionally, some AI tools can already help marketers with creative tasks.
For help with introduction to the AI industry, or managing your current AI advertising campaign that needs some support, give us a call at your Online Capital Group today at (904) 600-3600. Our team of professionals can help increase the effectiveness and exposure of your online presence using a variety of influential marketing strategies and techniques.
