Decoding The Impact of AI on Paid Advertising

Artificial Intelligence is on the verge of changing the world as we know it, and the world of pay-per-click advertising is no different! Digital marketers are on tenterhooks, wondering about the changing scenario and how they can optimize their revenues by deploying the services of AI.

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The tech giants Google & Microsoft have proverbially locked horns with the introduction of BARD and Bing, which will change how search operates. Queries will become more conversational, and the focus will be on broad match keywords, which is something that AI can very well help crack with its superlative and ever-evolving ML and NLP prowess.

Other than this, as a digital marketer, you would also have to step up your brand’s display presence game because consumer searches are throwing up a whole new set of high-quality display-based results.

The paid advertising landscape is bound to witness a sea change, and the waves have already begun surfacing. Here’s a lowdown on the impact of AI technology in molding the field of paid advertising.

1. Automated Bidding & Bid Optimization

By deploying the powers of Machine learning (ML) and keeping tabs on real-time market conditions, AI tools are set to turn the tables in the advertising industry. By conducting a deep analysis of consumer behavior and market trend analysis, these tools can help optimize ad placements, shift resources from underperforming keywords to better-performing ones, and thereby enhance the overall efficiency of the campaigns with minimal investments.

2. Keyword Research & Audience Targeting

Keyword research forms the backbone of a solid PPC campaign. With the advent of AI tools, you can capitalize on their ability to scour through data from a plethora of platforms and search engines to understand and uncover hitherto untapped potential keywords and leverage them to your advantage.

Rich insights into keyword selection based on consumer interests, browsing and past purchase behavior, age, and locality demographics can help you curate campaigns that will translate into tangible conversions and results. 

3. Deploying the Power of Data-Driven Attribution

As the name suggests, DDA refers to an advanced data-based attribution model as opposed to other Google Conversion Attribution models such as time decay, position-based, last click, and first click. Simply said, DDA uses the power of machine learning algorithms to analyze chunks of data from multiple sources and platforms to assign a weighted value to various touchpoints and ultimately curate a winning combination of ads, campaigns, keywords, and content that is most likely to convert into sales. This helps optimize ad spending by helping formulate clever bidding strategies and improving cash flows. 

4. Writing Creative Ad Copy

AI creativity can be used in writing better and more compelling ad copy and creating different variations of images and videos that are most likely to go down well with the intended target audience. Commonly referred to as A/B testing, this can ultimately help PPC marketers deliver ad content that clicks, converts, and is well appreciated by the target segment. 

You can make use of AI tools such as Chat GPT to write better headlines, craft compelling CTAs, and generate multiple ad copies for different platforms. Truly, with AI, the possibilities are limitless. 

5. Say Hello to Dynamic Ad Creation

Gone are the days when you had to manually oversee and adjust ads; now AI can do the job for you by creating ads that will possibly reach larger audiences. Some examples of such dynamic ads include;

• Facebook Ads: These dynamic ads are visible to more people and give the feel of regular ads but are engineered to show customers exactly what they are looking for. 
• Google Ads: Ads with AI-enabled long headlines and deploying relevant keywords can help convert existing customers and engage new prospective ones.

6. The Ability To Stop Keywords & Ads That Aren’t Performing Well

If you want to get the best ROIs, AI-enabled ads get you a step closer by helping you pause unsuccessful or low-converting keywords and thereby help save those precious dollars.  The “Optimization for Ad Delivery” option also helps your ad reach the targeted eyeballs, which means maximum bang for the minimum buck!

7. Detecting Ad Fraud & Fake Clicks

Ask any PPC marketer his pain points, and chances are high that they will point towards invalid clicks by bots, click farms, and those acquired by geomasking. Clicks that aren’t a result of genuine user interest are a waste of money for you and a source of extra moolah for the hosting platforms. 

AI can help you get rid of fraudulent clicks by distinguishing between genuine user interaction and fraudsters trying to burn a hole in your pockets by analyzing real-time data and flagging fraudulent click attempts.

Conclusion

In summary, it is fair enough to say that the field of PPC is witnessing a multitude of changes that are not limited to those enlisted above. The time to slay with an AI-powered PPC strategy is now. Suppose you’d rather have experts look into it while you focus on other areas of your business, we suggest that you try Mavlers PPC services, wherein you get a full suite of everything related to your paid marketing endeavors. Do drop by to say hi!