The advent of AI in the paid search space has shaped both how users engage with advertisers, but also with the search engine results page. This is a boon to digital marketers, who also have new tools and resources at their fingertips to quickly make optimizations and decisions, leaving more time for high level strategy. Overall, while AI can be scary, it’s important that digital marketers view it as a tool that enhances, rather than replaces, human creativity, and strategic oversight.
Leveraging AI to Refine Business Practices
10 years ago, the paid search marketers day-to-day job was pulling down huge Excel documents with rows and rows of data, downloading large search query reports and poring through them, and looking at individual keywords to increase or decrease. This was a full time job for marketers, and it wasn’t always quick. We were not able to make quick decisions in real-time based on user behaviors, and we were leveraging our magic on changing bids for device, audience, location or other user traits. Now, AI technology does all of this for us. This doesn’t mean that the human paid search marketer’s job is over. A good paid search marketer knows that this “low-level” data pulling is best left to the AI and machines to make quick decisions and their time better spent on strategy. Clients and advertisers are much more savvy now than 10 years ago, and it’s important that paid search marketers use the time savings to develop solid strategies for the future. This higher level thinking could include seasonality trends, account structure recommendations, new tactics, and new tests.
Incorporating AI for Innovative Experimentation
AI’s dynamic nature lends itself to the effective testing and analysis of campaign creative. With Responsive Search Ads + Smart Bidding, Google promises to show the best creative to the right user. Not only can we use ChatGPT and other extensions with AI to create new copy more quickly than ever. With Google’s technology, it also should be that they are showing the correct headlines and descriptions to the right user. For example, for a Senior Living facility we should be able to add headlines that speak to the children of the prospective residents and then headlines that speak to the residents themselves, and allow Google’s machine learning to determine the correct message to show for each audience.
Utilizing AI to Monitor Results for Continuous Improvement
In the fast-paced world of digital marketing, the continual analysis of campaign performance is paramount. By harnessing AI-powered analytics tools, real-time monitoring and decision-making based on data become a practical reality, allowing for swift adaptations in strategies for optimal outcomes. A vigilant approach to monitoring results offers insights into performance trends, fine-tuning marketing strategies and driving superior performance.
AI tools are not new, and have been around for a few years now. These AI-powered analytics tools harness real-time monitoring of both optimizations and data, can measure statistical significance and make quick decisions. They can help QA campaign set up and alert of issues with campaigns. This allows the paid search marketers to make swift adaptations in strategies for optimal outcomes in performance.
The Indispensable Role of Human Intelligence in the AI Era
While AI advances rapidly, it cannot entirely replace the necessity of human knowledge, insight, and strategic thinking in the complex and nuanced world of paid search . Even as AI improves efficiency, it still depends on the strategic guidance, knowledge and input from humans to fully function. As such, the input from human paid search marketers remains crucial in the AI-enhanced marketing landscape.
For paid search marketers navigating the complex terrain of today’s digital landscape, it is crucial to view AI not as a replacement, but a strategic tool that enhances existing marketing capabilities and helps save time from the Excel spreadsheet. By embracing its potential, you can leverage the power of AI to drive meaningful growth in a competitive marketplace, augmenting your team’s talent and strategic efforts.
About the Author
Amy McClain, Group Director, Performance Media at BCM. With 15+ years of paid search and digital marketing experience, Amy currently leads the paid search team at BCM as the Group Director, Paid Search. Amy has spoken at industry events like MediaPost’s Search Insider Summit and SMX, providing insight and expertise to Search Marketing industry professionals. Prior to joining BCM in 2011, Amy worked at Publicis Modem and Wahlstrom Group, managing campaigns for Microsoft and Marriott. Amy holds a B.A. degree in Public Relations & Advertising from Chapman University in Orange, CA.
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