This is the era of AI and Digital Marketing and currently the digital world is dominated by Google. To thrive, businesses and marketing agencies are continuously searching for ways to improve their PPC game for their goals and are keen to adopt AI in this field.
By integrating AI technology into PPC strategies, businesses can create campaigns that do not miss out potential lead opportunities, costs lowest per click, effectively convert them into paying customers and generates best ROI. However, before implementing AI in a PPC campaign, it’s important to define the business goals and metrics that will be used to measure success while keeping in mind of how to avoid AI limitations too.
This step is essential as it aids in determining which AI-powered tools and techniques to employ and how to assess their effectiveness. Some popular AI tools for PPC include:
We all know that AI excels in data analysis but it lacks human intuition for tasks like for example crafting compelling ad copy. You have to balance out strengths of AI like huge data insights with human creativity like creative media or ad copy is essential for effective PPC management and AI utilization. For small to medium businesses, limited resources may lead to workload burnout, which is commonly solved by leveraging white-label PPC services company.
PPC experts know that AI PPC management relies on the quality and size of available data. Because limited or incomplete datasets cannot provide accurate insights and predictions. Businesses can prioritize data quality assurance, by including methods such as data cleansing and data integration from multiple sources, which enhances data reliability and provide better insights.
Automation enhances efficiency anytime, but over-reliance on automation leads to missed opportunities and wrong assumptions severely affecting right decision makings. Balancing automation tasks with human insights(such as creative thinking, contextual knowledge and adaptability to worsening circumstances) ensures strategic decision-making remains central for high-performing, cost-effective and highly adaptable PPC campaigns.
Complex AI algorithms frequently lack data transparency, hindering troubleshooting and strategy fine-tuning of PPC campaigns. So for any business, selecting AI platforms which provide transparency and actionable insights for advertising industry is crucial for not only effective decision-making but also enhanced campaign optimization.
AI in PPC management raises data privacy and security concerns because it includes huge user data for it to function properly, which data is often a target of theft and misuse by cyber attackers. To minimize the risks you have to prioritize data privacy, partner up with reputable AI platforms which adhere to strict compliance with data protection regulations in your country. So upholding client trust requires stringent data security measures for any business.
Recently businesses have acknowledged the need to digitize their PPC campaign tasks such as bidding, keyword research, audience and location targeting, ad copy optimization etc. This changeover has showed some significant advantages, including streamlined optimization, cost reduction, and improved efficiency of each process.
However, the utilization of AI takes these benefits to an entirely better level. From automated bid management to real-time campaign optimization, let’s find out how AI empowers PPC marketing agencies to save time and maximize ROI.
When we do keyword research, it involves analyzing huge data and finding out relevant keywords with suitable metrics. Nobody does it better than AI. Using AI for keywords research streamlines this process and saves time while providing highly relevant keywords with preferred metrics to improve campaign performance.
Chatgpt cannot crawl websites so we have to provide some broader aspects and then refine it. See below example.
With this prompt we received exactly 50 keywords from 10 categories of SEO services. Now that we have categorized keywords, next step is to filter out only highly relevant keywords.
Now we have got relevant rankings of each keyword.
AI can help create Ad copy variations based on predefined templates and data analysis, saving time and efforts for crafting ideas, creating, testing and analyzing various ad copies of businesses. Without AI it takes a lot of time crafting compelling headlines and descriptions for an ad copy.
See below prompt using existing keywords to generate ad copy headlines and descriptions.
Not getting the results you want? Well here is a better prompt with PAS (Problem–Agitation–Solution), Before–After–Bridge and AICPBSAWN models that will get more CTR.
Most of the AI-powered PPC platforms listed at the top of this article use both real-time data and key performance indicators(KPIs) to optimize bidding strategies automatically which not only saves time but also ensures that your ad spend is optimized for maximum returns(ROI).
But keep in mind that to leverage the power of AI thoroughly, we need to collect and integrate data from various data sources into a unified central system. Because as mentioned previously AI works better on huge, complete, accurate, and reliable data, enabling it to do better decision-making and value creation to your business.
Come up with a plan that will practically ensure the use of AI in all the stages of bidding optimization. Below considerations are need to be minded.
Research
AI might look for and retrieve vital information in a quick and efficient manner, for example, previous communications, professionally based expertise, and project related knowledge regarding people, businesses or different topics.
Planning
AI might identify standards from Request for Proposal (RFP) content, build compliance lists, offer win options, create bid plans that fits with tender dates, and also, identify partners as well as assets that fit the specific bid.
Qualification and likelihood of victory
AI can help with lead qualification, relevance assessment and also anticipate the win rate of prospects in the pipeline, allowing for early client involvement and activity prioritizing tasks.
Analysis and strategy
Bidding specialists may use AI-powered analytics to find hidden trends in huge data sets, obtaining insights into competition strategy and the variables impacting win/loss results.
Writing
It is capable of automating tasks such as concept generation, consistency, organizing, subsection to bullet point converting, word or character count lowering, and active voice usage.
It is always a hassle to collect data about performance of different campaigns, analyzing KPIs and share custom reports according to needs, which is time consuming and also may not be error free. This is where AI shines.
It is not an unknown fact that AI is more than capable of analyzing large data sets and providing custom reports when asked. All you have to is integrate AI with all the advertising platforms which will then collect data from all these platforms and store within a system. Then you can extract any custom report as per your requirement within less time and more accurate.
Ai can not only provides clear overview of campaign performances, but also sets up notifications/alerts for specific performance thresholds assigned for any task, ensuring your attention to issues immediately
Analyzing customer attributes like user behavior, interests, affinity, in-market, and preferences is not an easy task at all. When you want to create a campaign for a certain product/service for a specific location, you have to take account of following analysis:
AI can provide more accurate insights by analyzing huge customer data such as:
Thus Marketing agencies can leverage this AI potential to spot out the customers who have highest possibility to engage with your business in order to achieve your goals, generating highly relevant customer segments and meaningful profiling.
The below prompt shows us the selling points of our company so that we can use those to attract more customers.
Now lets find out some keywords for these selling points and list them out.
Let’s find out more relatable keywords that might attract a prospect.
We as digital marketing experts have all come across multiple fraudulent clicks which is simply a nuisance for PPC campaigns. Businesses have their ad budget drained, wasting time on following up with the fraudulent clicks to convert.
AI analyzes these click patterns, IP addresses, device information, user behavior, various data points to identify and filter out those fraud clicks so that the businesses can ensure they spend their time and money on genuine clicks and follow up with them.
AI analyzes historical data and finds patterns to help derive better strategies for PPC campaigns which include finding better channels with higher leads, optimizing audience and location targeting, finding right time for ad display etc.
It not only optimizes the campaign for better performance and higher ROI but also provides associated risks and opportunities for better decision making.
One of the most exciting features of AI is testing and analyzing huge data. This feature comes handy when we want to do ad copy testing and optimization.
Let’s say for example an e-commerce business collaborates with a marketing agency to generate sales through PPC campaigns. The marketing agency uses AI PPC platform to analyze previous campaign data, then create various ad headlines, descriptions, media and call-to-actions for A/B testing.
Analyzing performance data of each ad copy, AI platform then finds out the best performing headlines descriptions, call outs etc. to have better CTR and quality score. But this is not the end. The AI platform can find best ad variations having new trends in the industry or a limited time offer.
Using these data, the agency then move forward to optimize the campaign, increase bids for best performing ads, extend their reach, and further refine the messaging based on the AI's recommendations and prevent spending wastage on non-performing campaigns.
If suddenly there is a surge of new trend in the industry identified by AI, the PPC services provider agency can utilize this data immediately to get the results.
Scheduling ads is very important for specific businesses. Let’s say a holiday travel booking agency wants to run PPC campaign. AI platform uses historical data to analyze day and timing of bookings to identify trends of ad scheduling. It finds the best timing for most leads is Weekend evenings. This data is very important for businesses to capitalize on both timings and budget.
Whether you are using Google ads or any social media PPC campaigns, ad scheduling is very important to serve ads at best timings or optimize budget allocation for that. This way ad spending wastage is reduced drastically.
When businesses set up automated ads like Dynamic Search Ads(DSA) which is managed by ad platforms, many times the ad shows up for irrelevant or less relevant search terms. It drains the budget quickly with any good results.
PPC specialists know the important role a landing page plays overall in a PPC campaign. The landing page should be completely optimized according to your keywords
Let’s see how ChatGPT can help in this regard to find highly relevant content and call to actions for landing page.
Now that we have relevant content ideas for landing page, lets derive keywords to use in the landing page itself.
Best practices include:
We can measure performance through various KPIs like impressions, accounts reached, Click through rate(CTR), conversions, return on ad spend(ROAS). Other parameters include time spent on landing page, engagement rate, heatmap, customer journey etc.
A/B Testing is very important especially during the initial stages of your campaign to find out what things work better. You can find out the better versions of below assets to make your campaign perfect.
Traditional PPC ads have static content on landing pages. Dynamic Ads have dynamic content which changes automatically. It has options to change content such as images, text, and offers, based on the user's interactions, demographics, and browsing history. This customization enhances overall campaign performance, user engagement and increases the chances of conversion.
Jitendra Raulo is the Founding Director at Aarav Infotech India Pvt. Ltd., a leading Web Design and Digital Marketing Company with 11+ years of experience and having headquarter in Mumbai, India, and Support Centre at Bhubaneswar, India, he is actively working with Start-ups, SMEs and Corporations utilizing technology to provide business transformation solution.
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