We have observed a radical change in digital marketing over the years, but perhaps nothing has impacted our industry in quite the way artificial intelligence is transforming pay-per-click advertising. For a long time, it was necessary for teams to edit bid strategies by hand, scouring keywords and spending hours researching compelling copy. Now, PPC marketing in Florida and beyond is seeing the rise of AI-powered PPC optimization tools, which are emerging to do this work for you, revolutionizing the industry’s approach to search and social marketing.
Such systems make use of machine learning algorithms to scan large amounts of information in a matter of seconds. They examine performance, behavior, and sometimes even other elements such as climatic changes or economic situations to make instantaneous decisions.
The result is the creation of AI-optimized PPC campaigns, where rather than making an adjustment to a particular bid for a word at 2 in the morning, this is accomplished automatically by a machine, which not only saves time but makes sure your budget is being optimized.
The Advantages of AI Integration in Your Strategy
One of the first things we notice when working with such tools is the efficiency they bring with them in terms of managing a marketing campaign. With AI taking care of such heavy lifting jobs like bid management and budgeting, it leaves us with time to think creatively in terms of marketing. Gone are the days when we were stuck in our spreadsheets; now, we are busy thinking of the next big marketing idea.
Apart from time savings, the predictive powers of these tools are simply breathtaking. They can pick up trends before they become self-evident. To cite an example, an AI-powered tool may pick up a hint of a trend towards a certain product in a certain geographic market and change bids in such a way as to capitalize on this traffic before rivals have a chance to realize that this is happening. Such rapid reactivity results in better conversion and a higher return on ad spend, or ROAS.
Picking the Correct Tool for Your Needs
How are the AI PPC optimization platforms currently? It’s important to look beyond just features and consider integration, automation strengths, and how well each option fits your unique business needs.
Selecting a platform can be a very overwhelming process because of the glut in the market. While assessing these tools, integration capabilities become our foremost priority. The most suitable platform for us would be the one that integrates well with our tech stack, which can either include Google Ads, Facebook Ads, or our CRM tool. A platform with a higher chance of generating data silos is not very productive in most ways.
In addition, we as an industry examine in detail the special capabilities each platform offers. Some are strong in automated bid strategies, some in writing copy for online ads, and some in landing page optimization. Based on our particular pain points – cost per click, click-through rate, or targeting – what are we trying to solve? – we pick a tool to address these very pain points.
AI Will Not Substitute Human Knowledge
Although these utilities have such immense power, we strongly believe that AI is a tool and not a substitute for human insight. While algorithms are excellent at processing information, they are not nuanced, creative, or strategic in nature, unlike people in the marketing industry. A machine can hone in a marketing strategy to maximize clicks, but AI in PPC campaign optimization still requires a human to realize these clicks need to be in sync with other organizational aims.
We have witnessed at Trigger Digital situations where automated systems have come up with decisions based on logic, which have proven disastrous in terms of image for a brand. For instance, an AI-powered search engine can bid aggressively on a given word, which is relevant but not suitable in a given situation. Therefore, we must control these systems and remain their pilots.
The Future of PPC Management
The advent of AI PPC optimization tools symbolizes a revolution in online advertising, with decisions based on data being processed at an incredible speed. Marketers are aggressively adopting these tools to make our marketing efforts smarter, quicker, and better. However, our key to victory will be in understanding how to harness the strengths of both human intelligence and AI. At Trigger Digital, we’re always optimizing our systems to master this balance!