At a time when the world is raving about Apple’s Siri, Microsoft’s Cortana and Google Now, Is Artificial Intelligence all ready to take over the PPC world by storm?
Let us see how machine learning will dominate the future of PPC and how the businesses can leverage from it.
Machines will not ultimately take over the job of PPC professionals, but it will change their role, by automating processes. PPC can soon be a winning strategy for an organisation’s overall digital marketing programs. Below are some of the machine learning features from Adwords that can help you take that leap in your PPC advertising by being more strategic:
- Smart bidding: Google’s smart bidding is a machine based bidding with the ability to analyse voluminous data thus maximising conversions for your client campaigns. It comprises of smart bidding strategies such as Target CPA, Target ROAS, Max Conversions and Enhanced CPC. Under this method, Google can process a large amount of real-time data in a jiffy and analyse “signals” to get a clear understanding of your audience and how to convert them.
However, you cannot expect results overnight with smart bidding; you need to give the system a considerable amount of time to learn, grow and optimise on the new strategies. Over time, you will notice efficiency in CPA and growth in volume.
- Smart display campaigns: Sit back and relax as Google’s Artificial intelligence completely controls your campaigns. All you need to do is mention your Target CPA and Budget; Google will do the rest!
For example; A popular hotel search platform, Trivago used Smart display campaigns to reach audiences looking for travel packages around the world and reported an increase in conversions by 36%. They only provided creatives such as headlines like “Find Great Hotel Deals”, striking images of the places to travel, target CPA, a daily budget and Adwords did the rest for them.
Credit Karma, a financial management website reported 37% higher conversions using Smart display campaigns and witnessed increased signups on their page.
Hulu Japan, a subscription video service, used Smart display campaigns to increase their subscriber base and got a whopping 37% increased conversion rate.
- In-Market audiences: Looking for your favourite brand of perfume and it shows up right in front of you, does that feel great? Oh yes! This is exactly what this feature does. It helps you reach out to potential customers who are actively researching, browsing and seeking out for the products or services that you have to offer them. This feature helps you to target the right customer at the right time, just before they make that crucial decision to buy. Google classifies and connects you to potential customers based on their in-market behaviour and purchase intention.
So why wait? Optimize machine learning to execute swiftly and strategise your marketing campaigns better. There are things which you can do but artificial intelligence can’t! Translate the insights available from machine learning and convert them into effective strategies for your business, to increase the impact of your digital marketing campaigns.
