Artificial intelligence (AI) is taking over the Internet one platform at a time. Many experts have been anticipating what AI will mean for search, particularly voice search, but not as many people are thinking about Google Ads.
Google Ads is a platform that can benefit from AI because it helps identify which ads to show users to get the best return on investment (ROI). As AI gets more intelligent, marketers can use it to get ahead of their competition.
About Online AI
To stay ahead of the competition, we must start thinking about the changes that will come, so we can prepare for them now. The best way to do that is to learn as much as possible about AI, and then predict its influence.
AI is controlled by machines. It’s human intelligence simulation using computers.
So far, AI has made life a lot easier. It’s able to predict the actions of humans and this helps marketers plan what they should do to generate more leads and sales.
Yes, this means marketers can create strategies to make it more likely their consumers will convert simply by using AI information.
What many people don’t know is that Google Ads has already implemented AI into it’s advertising platform. It’s the brains behind Google Ads’ automation tools. Of course, we’re in the early stages of AI and Google has many other plans to better identify exactly what people want from their searches.
Recent Google Ads AI Update
Back in April, Google announced they would start offering ad suggestions on the Google Ads Recommendations page. This announcement was released via email without much hype. In fact, many advertisers probably didn’t even notice it.
To clarify the change, Google Ads is now using AI to create text ads for advertisers, and these auto generated ads will automatically go live in your account after 14 days. Yes, you read that correctly: A computer program is going to draft advertisements for your business.
If that scares you, and frankly it should, then I have some good news. Luckily, it is possible to opt out of this new feature so the computer generated ads do not get automatically added to your account. This is highly recommended so you retain control over your advertising versus letting Google run your campaigns.
Google is certainly trying to help make advertising easier, but it’s always important to understand the inherent conflict of interest. Google’s goal with Google Ads is to generate as many clicks as possible because that’s how Google makes money. More clicks equals more money.
However, for businesses more clicks does not necessarily equal more money because not all clicks are created equal. That’s why conversion tracking is so critical to your success with Google Ads and it’s also why you shouldn’t let Google’s AI draft all of your ads. Sure, test some of their ads, but don’t completely give up control if you want your ad campaigns to be successful.
Conclusion
AI is improving every day and when used properly it will help advertisers generate more leads and sales. However, AI is not a “set it and forget it” solution. It’s up to advertisers to use their human brains to analyze the quantitative and qualitative data to make smarter decisions. That will never change no matter how much AI improves in the coming years.
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