Artificial intelligence (AI) and machine learning algorithms have completely shifted the way to do marketing today, the SEO landscape, in particular. In simple terms, these changes call for a new approach to search advertising, and it is the first to realize the significant influence AI has and adapt to it, who will be the ones to benefit from it most.
As we already explained the benefits of AdWords campaigns for your small and medium business, today we decided to take a closer look at how you can raise your game even higher. In addition to AdWords itself incorporating AI into its framework, there are still more opportunities out there that can give you an edge over your competitors. Here are a few examples of how you can start taking advantage of AI to make the most of your AdWords campaigns.
Automated bidding
As the title suggests, automated bidding helps estimate what price to bid on paid advertising. Bidding too low can, ironically, cost you more as you can miss out on opportunities to reach leads. Bidding too high means sacrificing ROI. With an AI algorithm, changes in the bidding landscape and estimating the price elasticity of each ad are just a few of the benefits you will reap. Who said you should do all the math?
Pausing poorly performing ads
It is no secret that the easiest way to lose money in AdWords is to continue bidding on an ad that is no longer (or it has never been) producing ROI. Your quality score will suffer when an add is getting the bids but not the clicks. It is not always easy to make the right judgment. This is where you need AI. A well-built machine learning algorithm will “tell” you when it is necessary to pause an ad to protect both your quality score and ROI.
Dynamic ads
Although there are Dynamic Search Ads that come built in with the AdWords platform, there is still more to them than what is given by default. Since their idea is to generate headlines that capture users’ attention and display copies taken from your landing pages, an AI algorithm can help create a more dynamic ad content. A machine learning algorithm can mix and match copy, image, and audiences through multivariate testing, thus giving you an advantage over your competitors.
A final note
It may sound like you will need a team of data scientists and developers if you wish to take advantage of what AI and machine learning can offer, but this isn’t necessarily the case. Small and medium businesses can adapt these emerging technologies into their strategy by using various products, examples of which include:
- Acquisio
- Cognitiv
- Frank
- Magnetic
- Quarizmi
- Trapica
The world of SEO has just as much to give as it has to take, it all depends on the marketing strategy you are using. The techniques and platforms discussed above still aren’t used by the majority of your competitors, therefore, taking advantage of that gap would be a wise move for you. If you are unsure of how to go about it or prefer to have a professional SEO company do it for you, our team, at 411 Marketing, will gladly handle that for you. Stay tuned for our next topic!