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How Will AI Change PPC Advertising?

Artificial Intelligence (AI) is the latest technological development to begin a massive change in  creative advertising and marketing in the digital realm. AI technology is highly effective when used to improve and enhance paid advertising for businesses and consumers. It really doesn’t matter how or where you use paid ads to drive your marketing, AI is already outpacing the returns that other methods wish they could provide.

Creating Ads that Change and Adapt Over Time to Improve Results

AI and advertising is making it possible to expand the reach of ads to increasingly larger audiences. By creating dynamic ads, AI actually can adapt to how users interact with the content of ads in order to increase the ads effectiveness over time. This is even done without your oversight or efforts to adjust your ads. In the past these efforts were required if you wanted to increase ad effectiveness.  These new dynamic ads are actually adjusted by AI itself without your input but in response to the data collected by how your customers interact and respond to your original AI ads. A couple of examples include:

  • Google Ads: 

AI adwords optimization makes it easier, whether using Google or any search engine, to create strong, relevant, optimized ads. Google is now creating responsive search ads. These ads are able to test different versions of a brand’s ad for effectiveness, and then automatically identify the best-performing ad creative for a variety of search queries.  Google ads with AI are also capable of using longer headlines than other ads to quickly identify the most frequently searched for keywords. These benefits have, on average, resulted in up to 15% more clicks than without AI adwords optimization.

  • Facebook Ads: 

These dynamic ads show up on far more people’s Facebook walls. 

When Ads are Underperforming You Can Freeze Them

It is very common that businesses fail to reach their desired ROI on their paid ads. This may be because the keywords they used turned out to be weak.  Or it could be that the published content isn’t as relevant to your business as anticipated. Another terrific benefit of using AI and advertising, is that you can freeze any underperforming or weak keywords. This ensures you aren’t wasting money bidding on underperforming words anymore.

Not all ads are created equally when it comes to keywords. While the conversion rate for certain keywords is always high, others always lag behind. When using AI adwords optimization, unsuccessful keywords can easily be identified and then frozen. Freezing these unsuccessful keywords saves money since you are not paying to use them anymore.

Automate Your Optimization

Reaching your prime audience with ads for your business products and services is easier when you optimize your ads. With AI working for you in search engine tools you can for instance choose the “Optimization for Ad Delivery” option and your ad will automatically get directed to the right audience for you. Other settings you are able to adjust include the daily reach, impression, and bid amount.

Automate Your Bidding

Smart Bidding is a newer subset of automated bid strategies that use artificial intelligence driven machine learning to optimize for either conversion value or for conversions at every auction. This particular feature is known as “auction-time bidding” and it will save you money by identifying and bidding for the most effective keywords or the most cost effective keywords depending on your preference.

When applying AI adwords optimization to the bidding process it is important to have a specific goal in mind for your campaign in order to invest in the appropriate areas and at the correct levels of investment. Here are a few bidding strategies to work from:

  • Track your shares and share impressions on your posts. 
  • Track boosts in your overall site visits with AI’s help.
  • Track improvements in your conversion rates.
  • Scour your AI driven reports for helpful data.
  • Execute your ad campaign quickly and easily.

Final Thoughts

If all of these concepts seem overwhelming or confusing there are options for you to still take advantage of the benefits of AI and Advertising. You can approach a full service marketing agency with your goals in mind, and work with them to create an AI and Advertising plan that aligns with your overall marketing plan and is tailored to your company. Then you let your marketing agency develop your AI adwords optimization and grow your quality inbound leads for your business. 

Here at zo agency we work to build long term relationships with our clients. We call it Tribe! 

We will work diligently to discover your vision, your passion, your needs, your hopes and dreams for your business and then will create an overall marketing plan that meets your needs and fits your budget.  Visit us today at www.zo.agency

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zo agency serves as the marketing department for small to midsize businesses that are typically too small to have their own internal marketing department and invariably too big to manage without one.

We’re your marketing director, strategist, account manager, project manager, family and tribe.

Sonja Anderson

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