Artificial intelligence (AI) and machine learning algorithms are mainstreaming in a way that was never before possible, and these changes are having a significant influence on the way in which marketers need to approach search advertising.
In addition to AdWords itself incorporating AI into its framework, new opportunities are arising that can give marketers an edge over their competitors, or automate lower-level tasks, freeing up more time for strategy.
Here are four ways you can start taking advantage of AI to make the most of your AdWords campaigns.
Automated machine learning as a solution to the decision of what price to bid on paid advertising is becoming an increasingly popular option as the necessary technologies become available to more firms.
Bidding too low means missing out on opportunities to reach leads, while bidding too high means sacrificing ROI.
Google’s internal automated bidding, on top of being identical to what everybody else is using, doesn’t have access to the information it needs in order to maximize your ROI. Reaching that goal also requires knowing consumer trends, purchase behavior, seasonality, demographics, customer lifetime value, and more.
A successful automated bidding model must:
There are, however, some things to look out for:
Pausing poorly performing ads
The quickest way to lose money in AdWords is to continue bidding on an ad that isn’t producing any ROI. When the clicks roll in but the sales don’t, this can be a disaster.
Similarly, when an ad is getting the bids but not the clicks, your quality score will suffer, and ultimately your ROI will follow suit.
A well-built machine learning algorithm will understand when it is necessary to pause an ad in order to avoid hurting your ROI or quality score.
Here are some important considerations your model must account for:
AdWords’ Dynamic Search Ads are one piece of machine learning technology that currently come built-in with the platform, allowing anybody who is using AdWords to take advantage of it.
Dynamic Search Ads automatically generate headlines to capture a searcher’s attention. After uploading a list of landing pages that you want Google to generate dynamic ads for, Google will identify searches that are a good fit for your landing pages, then automatically generate ad content using phrases from your pages.
Google is also generating ad suggestions based on machine learning. These recommendations use models of prior performance to suggest changes to your ads that should boost your results.
But the possibilities for dynamic ads don’t end with what is native to AdWords.
Machine learning approaches can be used to create dynamic ad content that incorporates the following:
The previous insights might make it sound like you’ll need data scientists and developers on your team in order to take advantage of what AI and machine learning have to offer, but this isn’t necessarily the case. While full-time dedicated AI staff are a good idea for big businesses, small and medium businesses can still take advantage of these emerging technologies with emerging products.
Here are just a few examples:
No matter the platform, use the insights discussed to make informed decisions about what will work best for you.
As AI becomes mainstream within the PPC industry, marketers will need to begin shifting their areas of expertise away from micromanaging keywords and bid prices, and towards higher-level strategy. In the meantime, the techniques and platforms discussed still aren’t in use by the majority of your competitors, and taking advantage of that gap would be a wise move.
Pleasure to introduce my self i am Sean Webb i am 27 years old from Manchester, UK.I am doing affiliate marketing and have spend lots of time learning how to rank easy to medium competition keywords. I have recently started PPL and Video Marketing and learning more about it.