Artificial intelligence (AI) has taken the business landscape by a storm, steadily becoming a technological reality. It took business owners and non-tech experts a while to grasp the idea that a computer could be taught how to perform and learn about human behavior. At the start of 2019, companies and corporations started converting their business systems and integrating AI tools to stay ahead of the game.
The exceptional benefits and enhanced competitive edge that these companies were able to leverage forced other entities to join them or fall behind. The powerful features that AI provides are highly relevant and compatible with numerous industries, boosting the speed and variety of integration. AI users can now leverage in-depth data analytics, enhanced data transfer, centralized databanks, and task automation. From the financial to manufacturing sectors, AI continues to provide results as expected.
Google recently introduced AI automation features to its online marketing platform. It allows you to automate nearly every part of your PPC account. Everything from settings, to bidding, and even testing, automation brings a simple but significant advantage. Account-holders can reduce the time and effort spent on rigorously dull tasks.
Automation will provide businesses with more time to develop better business strategies, catch up on late schedules, increase productivity, and enhance accuracy. We expect that by 2020, automated ads will have been executed to the level of commonplace technology.
Below are some automation features and their benefits:
Knowledge is power. Being able to develop more effective ads and campaigns require you to identify keywords that have a high conversion rate. This involves extensive research for every possible keyword and its combinations. Ads that cannot convert high traffic zones are of no value and use a lot of resources. More often than not, the time and human resources available are not enough to conduct quality research required to improve ads. Automated analysis can be used to identify search terms that have a deep impression and conversion rates. Once that is done, you can group those words into a particular group to aid bidding and achieve valuable results.
Currently, this feature is still being developed. It is not yet as powerful as the usual human-optimized campaigns running on manual CPC. However, we expect this to change in 2020, as Google introduces its algorithm for more structured learning modules and better developed problem-solving capacity. Getting the right bidding strategy is the key to winning. The automated bidding feature allows you to duplicate and refine your current campaign until you get the perfect score. All this without stopping your current model. This feature allows you to experiment without losing relevant data or settings.
Advanced rules is one cool feature that brings your account to life. You get the option to automate your account settings and preset various settings according to specific rules. These rules can be anything from the frequency of emails, CPC, or timeline. This way, you don’t have to check metrics before making a decision. You can plan for an event and automate your account to take advantage of the opening once available.
Automated Ad Testing
Ad testing is quite essential for ensuring you’re making the right choice. Running ads using the manual method may not be an issue for small accounts, but larger accounts may run ads in larger quantities. Manually testing each one is time-consuming and tedious. Google Ads Editor, combined with Excel, is everything you have been looking for. RSA has just been introduced to all accounts making automated ad testing possible. You can run multivariate tests to determine which ads are performing best and in what area. You can cut time on testing ads to as low as 90 seconds.
The larger your PPC account, the longer the list of things you have to keep an eye on. Conversion rates, PPC performance, CPC, and the list goes on. Automated reporting creates a simple console where you can get a smart summary of all the items you need to monitor. The dashboard is easily customizable, allowing you to focus on the essential tasks. Automated reporting means you can make quick, data-backed decisions. You can also be confident that you are not missing out on anything important.
Negative Keyword Curation
The final automation feature we want to mention is made possible by the N-Gram script. The N-Gram script enables you to identify pointless keywords in your campaigns. Since you pay for each word regardless of its productivity, being able to eliminate useless words before implementing your campaign will save you a lot of money. An N-Gram is a phrase made up of “n” number of words, for example, a 2-gram is a phrase of two words. It is a permutation of different combinations that can be seen in your ad campaign.
When a proper integration of words is searched, your ad will come up. The automated keyword creation can help you improve PPC performance and ensure that each word and phrase is fulfilling its CPC or conversion target. Words that are not paying for themselves are just draining funds. The N-Gram automation script allows you to test expressions of 1 – 5 grams by account, campaign, and ad group showing you each N-gram performance.
Google continues to push the boundaries of AI and Machine Learning, adding new features and flexibility to its AI products. The AI innovation race is highly competitive, with more and more companies integrating features to improve results in less time. AI features will continue to improve as updates and upgrades are launched to provide greater functionality and effectiveness. AI optimization for business and marketing is probably the most lucrative application for AI. AI is rapidly and steadily renovating marketing operations and campaigns.
But there is one question every business owner must ask: is AI good for my business? The benefits of PPC automation cannot be overemphasized. The amount of time saved, especially for large PPC accounts, is a huge benefit that cannot be ignored.
Google Ads automated features and strategies were created for a wide range of companies. You must carefully test each tool and measure how well it integrates and contributes to achieving your business goals with drafts and experiments. Once you find the winning combination that works for you, you can quickly start reaping AI benefits.
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