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Maximizing their pay-per-click (PPC) ads should be at the forefront of marketers' minds. You are probably already making significant investments in PPC and may wish to expand your budget further; according to Hanapin Marketing research, 82% of agencies and 79% of brands rely heavily on PPC to drive business growth.
Increased PPC spending can prove highly advantageous. Google PPC ads typically produce a nearly 2:1 return on investment. But how can you maximize every user click and pound spent on PPC advertising? Introducing AI-powered tools may provide one solution. This post explores the advantages and statistics surrounding, how to use AI for PPC campaigns and help your advertisements succeed.
What Are The Benefits Of Using AI In Your PPC Strategy?
Integrating artificial intelligence (AI) into PPC advertising provides numerous advantages. AI allows advertisers to conduct faster ad tests, identify complex patterns humans cannot detect and make real-time adjustments based on massive volumes of data. AI makes A/B testing and creative experimentation faster, enabling advertisers to optimize their campaigns quickly. AI algorithms excel at finding complex patterns within PPC data that our limited brains may miss, providing advertisers with invaluable insight. AI-powered software enables advertisers to take full advantage of all opportunities through real-time bidding strategy optimization through data-driven changes made via AI technology, optimizing bidding strategies in real-time. AI can make these changes data-driven for enhanced targeting and ROI of advertising campaigns.
Quick Stats About AI And PPC
Marketing automation and artificial intelligence offer businesses numerous benefits. According to statistics we collected, those using AI in Pay Per Click advertising (PPC) may experience increased productivity, cost efficiency and revenue growth. AI's ability to streamline processes, run faster tests, identify patterns quickly and make real-time adjustments enables advertisers to manage campaigns more precisely and effectively - offering businesses added automation tasks and insights that make the advertising effort even more impactful than before. The real power behind PPC AI lies within automating tasks while providing invaluable information that maximizes impactful ad efforts compared with human efforts alone.
- According to Pendalix, 49% of companies prioritize marketing automation for time savings and personalized customer communications.
- According to Statista, global marketing professionals rank marketing automation as the most effective digital marketing technique after content marketer.
- Marketing automation can reduce overall marketing strategy costs by 12.2%.
Read More: Is Your PPC Campaign Ready? Discover the Key Factors for Maximum Success - Cost, Gain & Impact!
Benefits Of PPC Advertising
Still uncertain of PPC marketing? Here are the benefits of PPC advertising and a few compelling arguments why it may be time for you to launch paid search marketing campaigns.
- Drive Sales and Build Brand Awareness: PPC ads can help boost sales significantly. Visitors coming through these advertisements are 50% more likely to make purchases than organic visitors; search PPC campaigns can build brand recognition by up to 80% and can bring potential customers while simultaneously creating an effective online presence - increasing brand recall among current and new audiences alike.
- Immediate Results: PPC traffic stands out from organic search traffic because its results begin almost instantly after setting up your campaign. SEO strategies often take months or years before producing noticeable outcomes.
- Precise Targeting: Targeted reach is vital to any effective marketing plan, and PPC ads provide excellent opportunities. Your message reaches its intended recipient more efficiently by specifying specific demographics or geographical areas where ads should appear.
- More Traffic = More Opportunities: Increased visibility leads to more visibility, leading to increased traffic that, in turn, provides additional conversion and sales opportunities. By optimizing factors like ad rank and search terms, you can ensure visitors become loyal customers as quickly as possible - giving PPC its value proposition in terms of ROI evaluation. In the following sections, we'll go into greater depth on these benefits so you can decide whether PPC is worthwhile for you or not.
7 Ways To Use AI To Make Your PPC Ads More Effective
Here you can read about the impact of AI in PPC ads below:
Predict Behaviour To Target Consumers In Real Time.
AI marketing intelligence includes purchasing behavior and user history, demographic data, web browsing activity patterns, and device type, among many other variables. Keyword and campaign relationships may also be studied, using that knowledge, AI marketing analytics can quickly and intuitively determine which search terms will likely result in conversions compared with human analysis alone. AI in marketing can predict consumer behaviors months in advance.
Adjust Ppc Bids Autonomously
AI has quickly become an indispensable asset to marketers looking to manage PPC bids and budgets efficiently, identify keyword opportunities from unstructured data sources and optimize bids. AI can also automatically adjust PPC bids so marketers don't bid too little or overbid, which reduces ROI.
Building your artificial intelligence to automate PPC bid management may not be feasible or even unnecessary for your company, with various free tools like those provided by Bing and Google Ads available now. Google accounts for roughly 90% of U.S. web search volume, so it is likely where most of your PPC spend is concentrated; Amazon advertisers can utilize an hourly bidding algorithm that automatically adjusts bids depending on marketplace dynamics.
Be mindful that you can implement different levels of automation and that automated bidding may come with some drawbacks. With Google Ads for instance, for instance, there's the Enhanced CPC bid (essentially enhanced manual bidding that lets the Google Ads algorithm make adjustments to set keyword bids manually), or select from various fully automatic strategies like Maximize Conversions, Target CPA/ROAS/Maximize Clicks/vCPM etc.
Each strategy comes with advantages and risks, but you must remember you can't simply leave things alone: keep track of results closely as automated bids may go over budget or fail to meet ROI goals; what seems optimal to Google may not necessarily meet your objectives or exceed your expectations; so yes - use automated bidding, just be involved as well.
Provide Google's Smart Bidding Algorithm With Conversation Intelligence Data From Calls
Integrating Invoca with Google Ads empowers advertisers to leverage call conversion data for Smart Bidding optimization. Through analysis of phone calls generated from PPC campaigns, Invoca can unlock valuable insight into caller intent and quality leads that feed into this algorithmic bid calculation to produce more high-quality phone leads at lower costs - helping maximize search marketing budgets while producing increased results. Rogers and Invoca's success story shows this strategy led to an 82% reduction in cost per acquisition.
Pause Poorly Performing Ads
Marketers can utilize AI to evaluate whether to pause low-performing Pay-per-click ads quickly. If an ad doesn't meet ROI targets, such as meeting ROI target ROI targets or receiving bids but no clicks, then this may damage the quality score and consequently cost per conversion - an amount charged each time someone takes desired actions such as purchasing.
Suppress Retargeting For Offline Conversions
PPC marketers use AI-powered call tracking and Google Analytics solutions like Invoca to connect phone call leads and sales to specific campaigns and keywords, with insights provided by call tracking data helping refine retargeting efforts when combined with additional user experience information such as prospect or customer profiles or offline purchases. Furthermore, Invoca Signal AI assists marketers by detecting real-time conversions so they no longer retarget those customers who have already converted, including any offline ones made.
Your aim should not be to upset existing customers who have given you business. In addition, allocating the PPC ad budget towards customers who may or may not purchase from you in the immediate future may not be cost-effective - for instance, if selling cars, it's unlikely they'd make another purchase within six months or sooner. Integrating offline conversion data collected via customer relationship management (CRM), marketing automation systems, or AI-powered insights from platforms like Invoca can result in more successful retargeting strategies.
Retarget Callers Based On The Content Of Phone Conversations
Invoca's conversation insights can help your organization improve its retargeting tactics. For instance, callers who did not complete purchases can be targeted with ads featuring products they mentioned over the phone and any specific value propositions they indicated interest in on the call -- increasing chances of conversion. In addition, existing customers may be upsold through shows advertising relevant companion purchases, while another practical approach includes providing discounted codes specifically to them to induce purchases.
Make Ad Creative More Creative
AI may never become an efficient replacement for human creative professionals in advertising and marketing campaigns, yet Google's Responsive Search Ads (RSAs) demonstrate its potential. Marketers submit PPC ad copy ideas containing 15 headlines and up to four descriptions to an RSA. Google uses AI technology as its guideline for matching users who search campaigns on specific terms with relevant keywords and ads displayed based on those inputs - offering thousands of combinations to marketers' initial ideas.
Though spending more is usually seen as necessary to gain more, there may be ways you can maximize the effectiveness of AI-powered PPC ads that allow for more excellent value-for-your-buck ad buys - possibilities will only grow with evolving technology.
Companies are beginning to use chatbots and AI in PPC marketing efforts campaigns as an engagement strategy. AI to increase engagement rate is proven effective at decreasing bounce rates and increasing conversions. AI technology may also allow marketers to collect more user behavior information in conversational settings exactly when they desire it - providing marketers with valuable data when desired by customers. In the future, PPC marketers could employ artificially intelligent virtual agents with natural language generation capabilities to serve as "ultra-intelligent sales reps" capable of answering all customer enquiries efficiently.
Conclusion
As Google Premier Partners and Microsoft Elite Agency Partners, we're frequently faced with new offerings and features on both search engines - Google, in particular, is constantly offering something new - Being too, if needed - that presents opportunities to us to enhance your ad campaigns using cutting-edge tools and strategies to optimize performance for PPC ads. In particular, conversations regarding the potential effects of artificial intelligence require swift responses to be ready for this next era of marketing tips.
Artificial intelligence for Pay Per Click (PPC) experts focus on developing strategies that help you meet your business goals while saving money, increasing profits, and decreasing risk. Connect with our team now and discover more opportunities available to you. PPC ads are just one aspect of AI's impact on search, so check out our blog post on using AI for SEO to gain a holistic understanding of ChatGPT.
