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AI and Machine Learning in PPC: What’s Changing?

mobile phone showing chat gpt and a book about artificial intelligence

The PPC landscape is continually changing and it’s important for companies to keep up to date with current trends and future developments. Currently, one of the biggest tech trends that is sweeping multiple industries is the use of AI and machine learning.

Businesses are realizing the potential power of AI, and platforms like ChatGPT are now widely used. In this article, I take a look at PPC machine learning and how AI could potentially be employed to transform how we approach this type of digital marketing.

The Rise of AI in PPC Marketing

Machine learning in PPC is already a thing and I only expect it to increase in usage. This is because a human can never do as much as AI concerning data analysis, handling, and usage. It’s not physically possible! Just imagine how awesome it would be if our brains worked as fast as computers and AI.

Because of this disparity, AI is being used to improve the efficiency of PPC campaigns. We will still do the fine-tuning and most of the detailed work, but PPC machine learning can be used to give us access to more data, quicker, and use it more effectively.

How AI Could Reshape PPC in the Near Future

As stated, machine learning in PPC is already implemented in multiple platforms but in the near future, this should only increase. To give you a better understanding, I have listed six ways below that AI could reshape PPC marketing.

1. It Could Help With PPC Bid Optimization

Bid optimization is one area in which businesses can fall short as they simply don’t have the time and effort to continually monitor bids and get optimum ad placement. PPC machine learning can change this and allow for a near-continuous analysis of bid data so that ads are always optimally placed, for the lowest possible cost.

This includes real-time bid adaptions to react to changes in competition and marketing conditions that humans simply can’t keep up with. This bid optimization will only make PPC campaigns more successful and deliver a better ROI.

2. Keyword Research Can be More Efficient

Keywords are of course a cornerstone of PPC advertising and SEO, and AI has the potential to transform how these important words and phrases are found. Currently, there is a greater human element involved in utilizing keyword analysis tools to find the best options for your campaigns.

PPC machine learning can take that analysis one step further and provide businesses with a wealth of data so that keywords can be found quicker, and with better end results. AI algorithms can also be used to find previously untapped long-tail keywords that could yield great results for your niche.

3. Customer Behavior Can be Analyzed for Better Targeted Ads

Customer behavior is vital to the success of PPC ads and this is something that a b2b PPC agency can help with. By understanding your customers, you can create relevant ad copy and use keywords that they are more likely to search for.

This targeting and behavioral analysis can be time-consuming and this is an area that PPC machine learning can work wonders. Compared to what the average human can analyze, AI can simply do more. 

A wider range of data can be analyzed which ultimately means better targeting and a greater understanding of your customers. For example, AI may be able to provide more information and analysis on specific age groups or demographics of customers.

4. Fraudulent Ads Will be Eradicated

Fraudulent Ads are something that platforms like Google are working to eradicate and already they utilize AI tech to help with this. Algorithms and advanced machine learning are used to route out invalid clicks and fraudulent activity and this is only beneficial for all businesses as it helps improve the quality of the PPC platforms you use.

5. More Ad Variations Can be Tested Quickly

We all know the importance of A/B testing in PPC campaigns as it allows you to find which ad copy yields the best results while also targeting niches and utilizing different keywords. AI can greatly increase your A/B testing capabilities and give you so much more in terms of variation that would otherwise take a lot of time and effort by an employee.

AI tools that have writing capabilities like ChatGPT also offer the potential to create better ad copy in a shorter time frame.

6. Improvement in Ad Performance Analysis

PPC reporting and analysis is an imperative part of any PPC campaign as it paves the way for continual improvement. You can find weaknesses in things like your keyword use, ad copy, and bids and make necessary changes.

AI automation and PPC machine learning have the potential to automate this analytical stage and provide improvement suggestions quickly. There are also AI tools that allow for predictive analysis and an element of future-proofing of your PPC campaigns to keep ahead of changing market conditions and new trends.

AI Will Revolutionize PPC and Make Campaigns More Efficient

While AI in some digital industries may seem like a fad and something that will fade, I don’t see this as the case with PPC machine learning. AI in PPC won’t eliminate the need for human input, it will just vastly improve the efficiency of PPC campaigns, and redefine what we originally thought was possible.

To stay ahead with your digital marketing, it’s important your business understands the potential AI has, and how it can boost your PPC ads.

Article by:

Joshua George is the founder of ClickSlice, an SEO Agency based in London, UK.

He has eight years of experience as an SEO Consultant and was recently hired by the UK government for SEO training. Joshua also owns the best-selling SEO course on Udemy, and has taught SEO to over 100,000 students.

His work has been featured in Forbes, Entrepreneur, AgencyAnalytics, Wix and lots more other reputable publications.