If you’re familiar with running paid ads campaigns, you’ll know that it can take up a lot of your time and concentration – not to mention the auction becoming even more competitive. This can make it a tough job for digital marketers, but is AI the answer?
Artificial Intelligence (AI) is changing the way we run and monitor our paid ads campaigns and is having a significant influence on how we approach these campaigns to begin with. Advertising platforms including Google and Facebook are both incorporating AI into their frameworks meaning there are lots of opportunities to automate certain areas of the campaign to free up more time for strategy.
With that being said, let’s look at 5 ways AI can be used to improve the performance of your paid ads campaigns…
1. Dynamic Ads
It is not unusual to spend a lot of time creating the perfect ad copy to suit your target audience, but wouldn’t it be great if the ad changed itself to suit the person viewing it?
Good to Know:
Dynamic ads are a type of ad that automatically adapt to provide content specific to each user, ensuring that each user is exposed to the most effective creative for them.
Creating dynamic ads involves uploading a product or content feed and using an ad delivery solution to customise the ad in real time, meaning the most relevant imagery, content and landing page is served to a potential customer.
Google’s dynamic ads generate ads that match users searches with the products on your website. The headline is dynamically created from each matching phrase entered in Google Search, and from the title of the most relevant landing page used for the ad.
Dynamic Search Ads can have longer headlines than other search ads, which improves their visibility and marketers can control the description lines and display URL in the ads.
This means you don’t have to worry about missing out keywords. Google uses AI to learn about your website and serves up exactly what users are searching for. These ads are perfect for advertisers who have a well-developed website or a large product inventory.
How do they work?
When someone searches on Google with terms closely related to the titles and phrases on your website, Google will use these to select landing pages and generate a clear, relevant headline for your ad – totally amazing, right?!
Facebook also provides powerful dynamic ad targeting options to help your ads be seen by people who are interested in your products. With Facebook Dynamic Ads, you can retarget people who have taken an action on your website or app, or use broad audience targeting to reach people who may not have visited your website or app before.
Your ads then show relevant products from your catalogue to people when they visit Facebook, Instagram, the Audience Network or Messenger.
How do they work?
Facebook Dynamic Ads automatically provide your inventory to the people who have expressed an interest in your website, app, or elsewhere online. Facebook Dynamic Ads look exactly like any other ordinary Facebook ad. However, instead of individually creating an ad for every item you wish to promote, you can create a template that automatically uses images and details from your catalogue.
2. Ad Delivery Optimisation
It can be difficult to know how to deliver your ads to the right people at the right time. Facebook ad delivery optimisation helps you show your ads to the right people depending on the campaign objective you choose.
Types of Facebook Ads Delivery Optimisation
Depending on your campaign objective, Facebook will let you select between different delivery optimisation methods. For example, if you are running an ad for an upcoming event, selecting the ‘event responses’ delivery option will mean the Facebook will show your ads to people you are more likely to sign up to the event. All you will need to do is select this option from the dropdown menu when you get onto creating the ad set for the campaign.
There are many more delivery optimisation options to choose from, including:
- Link Clicks
- Daily Unique Reach
- Video Views
- App Installs
- Event Responses
- Page Likes
- Post Engagement
- Brand Awareness
3. Automated Bidding
Bid management can be a gamble for marketers, bidding too low means missing out on opportunities, whilst bidding too high means sacrificing ROI. However, in a large account with lots of keywords, optimising your keyword bids manually is incredibly time-consuming.
Using an automated bid strategy takes the guesswork out of setting bids to meet your goals. There are a number of automated bid strategies available in Google Ads, to help advertisers meet a number of different goals.
Types of automated bid strategies
|Increase website visits||Maximise Clicks – automatically sets bids to help you get as many clicks as possible.|
|Increase visibility||Target Impression Share – automatically sets bids with the goal of showing your ads on the top of the page on Google SERPs.|
|Increase number of conversions within your target CPA||Target CPA – automatically sets bids to get as many conversions as possible at the target CPA you set.|
|Meet target ROAS||Target ROAS – automatically sets bids to get as much conversion value as possible at the target ROAS you set.|
|Increase number of conversions||Maximise conversions – automatically sets bids to help you get the most conversions for your campaign whilst spending your budget.|
Automated bid strategies are a great way to save time while optimising your account performance, but should be chosen wisely. Once you set up an automated bid strategy, remember to keep a close eye on it to ensure they are still accomplishing the goals they set out to hit.
Good to Know:
Google requires you to have 30 conversions in the last 30 days for some automated bid strategies.
4. Pause Poorly Performing Keywords & Ads
An easy way to waste money in Google Ads is to continue bidding on keywords and ads that aren’t creating any ROI or aren’t generating clicks. Instead of wasting time manually looking for these ads, you can set up automated rules that will pause them.
If your keywords have a very high cost per conversion, you could set up a monthly automated rule to pause all keywords that have a cost per conversion of more than £20 where there have been over 100 conversions in the last 30 days. Or if an ad has a very low CTR, you could set up a rule to pause ads that have a CTR lower than 1% for 1,000+ impressions in the last day.
How to set up an automated rule
Automated rules are extremely easy to set up. To set up a rule to pause keywords, follow these steps:
- Click Keywords.
- Click the 3-dot icon, and select Create an automated rule.
- Under “Type of rule”, select Pause keywords.
- In the “Apply to keywords” section, choose All enabled keywords.
- In the “Condition” section, click +ADD, and select Conversions.
- Set Conversions to “>100”, and click Apply.
- Click +ADD, and select Cost / conv.
- Set Cost / conv. to ” > £20″, and click Apply.
- In the “Frequency” section, choose Daily at anytime, using data from the Previous 30 days.
- Name and save your rule.
Not only do these scripts save you time, but they can often catch smaller opportunities that you may have overlooked.
By automating these repetitive tasks and processes, you can focus more of your time of optimising overall account performance.
Types of Google Ads scripts
There are so many scripts out there for you to use for reporting, adjusting bids and automating certain parts of your Google Ads account. Most of the time, these scripts fall under the following types:
- Bid Modifiers
- Pausing and Deleting
- Third-Party Data
- Bidding and Budgets
- Seasonal Adjustments
- Automating Maintenance
- Ad Text
- Google Display Network
- Shopping Campaigns
Find out more about the types of scripts you can use in your Google Ads account and how to get started with setting them up here.
These are just a few examples of how you can incorporate AI into your paid ad campaigns. Using these methods will help to save you time managing the smaller ‘low level’ tasks so you can spend time looking at the bigger picture.
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