In many ways, 2023 was the year of AI. Machine learning and related technologies made great strides and achieved integration in different fields. But you might be shocked to learn that Google Ads has been using AI for quite some time.
Google hopes to help you achieve the best from each marketing campaign and uses AI to optimize placement and customize the targeting to ensure that your ads reach the right people. Google does its part, but you could achieve so much more with the right knowledge of AI-powered Google ads.
Improving Your Google Ads Campaign with AI
While your advertising budget may vary, you should strive to get the most value out of Google Ads. Fortunately, AI features and tools can help you optimize your bids and achieve maximum engagement.
Learning to use these features takes time so you need to be patient. If you don’t have the time, you can enlist the help of digital marketing agencies like Ads Institute. These firms have mastered all that Google Ads has to offer and stay in the loop whenever new features are released. Now, if you want to take the time to learn yourself, here are a few key features to focus on.
Bidding Smart with Google AI
Remember that Google Ads operate using an auction system. Your campaign bid is actively competing with others for suitable spaces, so you must develop a strong bid that conveys the purpose of your ad campaign.
With Smart Bidding, you can take advantage of Google Ads AI. The AI takes many parameters into account, including what you hope to achieve in terms of ROI. It uses this information to help you create a bid to attract the necessary impressions. Learning how Smart Bidding works so your campaigns can consistently win auctions is worth taking a couple of weeks for training.
Broad Match with Google AI
Marketers typically plan an ad campaign with a target audience in mind. It helps to know your audience so you can customize your bid to match that. Sadly, you may cut out a potentially profitable demographic while optimizing your keywords.
Having to consider what you might be missing, along with everything else, can take time and effort. Fortunately, the Google Ads AI has you covered with Broad Match. It checks out the keywords in your bid and expands your demographic by considering related keywords. The result is your bid reaching many more people than you anticipated, which can prove to be better for your bottom line.
This is great because you get higher engagement for the same amount of work. However, this powerful tool should not substitute thorough campaign planning. Try to fill in as many gaps as possible when formulating your bid, and rest assured that Google Ads AI has you covered with the rest.
Responsive Research Ads with Google AI
When planning a campaign, you must consider your target demographic. It groups people with similar digital footprints, web interactions, and general interests based on their cookies. This method of targeting ads is efficient because people see what they want to see. However, this doesn’t always lead to the best return on investment because people are different, regardless of their cookies.
With responsive research ads, the content adapts to the viewer, and you get immediate feedback. The AI grades the strength of your ads and how well-received they are by your target demographic so you can adapt them for future campaigns.
Why AI-Assisted Google Ads Campaigns Are the Future
A lot of time and thought has gone into integrating artificial intelligence into Google Ads, and for good reason. Data gathered by Google shows that bids enhanced by their flagship AI receive a 12% bump in conversion. The value of this percentage increase is better observed with larger bids.
It’s wise to use every tool at your disposal to make your ad campaign successful and lucrative. So, with the clearly stated advantages above, it is easy to see why adapting your bids using the AI tools will take your campaign to the next level.
Conclusion
It’s been a massive year for artificial intelligence, and a lot has been called into question, eliciting discussions from stakeholders, pundits, and even concerned users the world over. But there is no disputing the numbers and the convenience of the AI features offered on Google Ads. It’s up to you, then, to educate yourself on these powerful tools so that you can compete in the cutthroat web advertising market.
