Technology is critical for PPC success. AI-powered technology, in particular, is great for PPC, managing everything from keyword research to analytics.
Although it was once incredibly expensive to use AI, today it’s everywhere.
But how do we balance hands-on, human campaign management and AI? Are PPC strategists working themselves out of a job as AI becomes more advanced?
It’s unlikely that AI is going to overtake humans any time soon. However, as more and more brands use AI, we have to learn where to draw the line between AI tasks and human tasks. Getting it wrong means risking your campaign and bottom line.
How to Use AI with PPC
While heavy hitters like Google have been using AI for years, it’s a new feature for most brands. Before you invest in AI for PPC, you need to understand how AI works and how to use it right.
First of all, keep in mind that the AI you’ll use in PPC is different than the apocalyptic AI in movies like Ex Machina.
PPC AI uses machine learning algorithms to manage your campaign. This machine learning focuses on a singular task, like bid optimization. It’s very unlikely that your Google Ads AI will achieve self-consciousness and take over your job (or the human race, for that matter).
AI is a low-risk way to get more benefits from your PPC campaign. Boost your team’s productivity, get more results from PPC, and control costs with a smart AI solution.
Here are just a few ways you can use AI for better PPC results.
1. Audience Targeting
While you can upload audience lists into your PPC platform, most platforms help you pinpoint your audience parameters.
You can do this task manually, but there’s always a chance that you’re missing out on an audience this way.
Use AI to help you choose audiences with the right demographics, interests, and more to score more conversions. Some AI solutions can even segment your audiences so your targeting is more relevant.
Keywords are very important to PPC, but finding the right keywords takes a lot of research and work.
With AI, you can automatically see which keywords will be more successful. As the campaign runs, the AI will adjust your keywords so you get the most actions possible.
A great example of this is Google’s Dynamic Search Ads (DSA). Instead of uploading a huge list of keywords for your campaign, DSA AI will scan your website and automatically choose keywords.
This approach won’t be right for everyone, especially if you like having control over your keywords.
But if you have a large eCommerce site, it’s a great way to find gaps in your keyword strategy. Stop missing out on traffic and find your blind spots with this AI solution from Google Ads.
Long gone are the days when you had to manually adjust your Google Ads bids every day. AI-powered bidding helps advertisers stay competitive in the ads marketplace without losing their shirt or their time.
In Google Ads, you just set your campaign goal and the AI will automatically adjust your PPC bid based on that goal.
Automated bids work by using your historical data and conversion figures. The algorithm automatically updates your bid, balancing the need for clicks with your daily budget.
AI algorithms were made to take your data, find correlations in that data, and adjust your campaign for better performance.
That’s why AI is great for PPC forecasting. It uses predictive modeling to make an educated guess about your campaign performance in the future. If you’re thinking about adjusting your PPC strategy, AI can help you make the right move.
Keep in mind that forecasting is based on analytics; it isn’t a crystal ball. The PPC marketplace is unpredictable and the AI can only make predictions based on your historical data.
Humans are incredibly creative and hard-working, but we aren’t perfect. We miss small details. And when you’re setting up PPC, those small details can have a huge effect on the campaign.
That’s why brands use AI to find errors in their campaigns. Identify potential issues and remove low-performing aspects of your campaign to optimize PPC.
6. Create Ads
This sounds like AI is encroaching on the role of the PPC strategist, but ad creation with AI is just fancy split testing.
For example, Google’s Responsive Search Ads take 15 headline options and 4 description options to mix and match for the best ad. The AI algorithm finds the most effective combinations and shows those to your PPC audience.
However, humans still need to write content for the AI. This option helps you write more relevant copy and increase click-throughs.
PPC Tasks for AI Versus Humans
There are grumblings in the advertising world that AI tools will replace humans. Fortunately, it’s not so simple. The robot overlords won’t be taking our jobs anytime soon.
AI is clearly a powerful tool for PPC. But, like other adtech solutions, it isn’t replacing the human’s role in PPC.
Instead of fearing this technology, put it to use for your brand. It’s about finding a balance of human-centered tasks and AI-powered tasks.
When to Use AI
Whip out the AI for any tasks that are based on numbers. AI is perfect for time-consuming tasks like bidding, forecasting, split testing, keyword research, and reports.
AI finds correlations in your data so you can devote your budget to what’s working. It reduces the chance of human error for important tasks like calculations.
AI is better suited to tasks that don’t require analysis or deep thinking. If you’re looking for strategy and analysis, these tasks are better left to a human brain.
But don’t worry—your AI can supply the data to help you make better strategic decisions.
When to Use a Human
As great as AI is, this technology still relies on manual information from humans.
You can’t leave your campaign entirely in the cold, robot hands of AI, either. While you might not need to log into Google Ads every day, it’s important to have a human touch with your campaigns.
Humans are better suited to tasks like making ad creative, analysis, strategy, and campaign setup.
Remember that AI uses your data to make decisions. If you’re a new advertiser and don’t have data in your account, you won’t be able to use AI effectively. You’ll need to do things the old-fashioned way.
AI isn’t able to understand nuances or context, either. That’s why you need humans to monitor your campaigns to stay relevant.
The Bottom Line
AI won’t end the world. If anything, it’s a tool. Like other tools, you have to know how to wield it to get results.
AI helps brands save more time managing their PPC campaigns. Instead of dealing with the day-to-day tasks of an ad campaign, you get to focus on more important matters.
Logical Media Group leverages a perfect balance of AI and human strategists to get results for your brand. Let’s brainstorm about your next ad campaign.