Artificial intelligence (AI) is becoming an integral part of digital marketing, helping marketing professionals run ad campaigns more efficiently and effectively. Artificial intelligence tools use deep learning, natural language processing, and machine-learning algorithms to generate on-brand creatives, analyze ad performance, and optimize ads for your target audience.
By learning how to create AI-optimized ad campaigns, you can make running an advertising campaign a breeze. Normally, marketers spend tons of time analyzing and monitoring how ads perform to continuously optimize campaign performance. Artificial intelligence can do all that work in seconds without you having to lift a finger.
In this article, you’ll discover ways you can start leveraging AI technology and machine learning to create conversion-focused ad campaigns that help you achieve your marketing goals and get more sales for your business.
- What Are AI Tools in Digital Marketing?
- Types of AI Marketing Tools
- 4 Ways You Can Utilize AI to Optimize Your Ad Campaigns
- How Does AI and Machine Learning Benefit the Advertising Industry?
- In Conclusion
What Are AI Tools in Digital Marketing?
As we mentioned above, AI uses emerging technologies like machine learning and natural language processing to automate a marketing campaign. AI algorithms tap into marketing data and information from your company, learning how to create the best ads for your target audience.
So, what exactly can AI technologies do for your advertising initiatives? The following are functions AI can perform for an ad campaign:
- Data Analysis. An AI tool can collect and organize extensive marketing and consumer data, saving your team tons of time to focus on other tasks.
- Media Buying. AI advertising tools automatically predict the most effective media and ad placements for your company’s pay-per-click (PPC) campaigns, helping you optimize ad spend and maximize your marketing return on investment (ROI).
- Natural Language Generation. Artificial intelligence enables you to generate human-like language to write ad copy, personalize the customer experience, and communicate more effectively with your target audience.
- Automated Decision-making. Using internal and external historical data, AI helps businesses make informed decisions about their advertising strategy.
- Ad Personalization. AI-powered tools improve customer engagement by optimizing marketing assets like landing pages, social media posts, and ads to influence potential customers to perform an action based on their past preferences.
- Content Generation. You can use AI to generate professional-looking display ads using either your own assets or those included with the software. AI can also write PPC ad copy, from video captions to headlines.
|1||Data Analysis||Efficient collection and analysis of extensive marketing and consumer data, which helps businesses gain a competitive advantage. Companies that leverage AI-powered data analysis tools tend to have a higher market share.|
|2||Media Buying||Predicts the most effective media and ad placements for pay-per-click (PPC) campaigns to optimize ad spend and maximize marketing ROI. Companies that use AI-powered media buying tools tend to have a higher market share.|
|3||Natural Language Generation||Generates human-like language using AI technology to create personalized ad copy and improve communication with the target audience. Companies that use AI-powered natural language generation tools tend to have a higher market share.|
|4||Automated Decision-making||Helps businesses make informed decisions about their advertising strategy by analyzing historical data. Companies that use AI-powered automated decision-making tools tend to have a higher market share.|
|5||Ad Personalization||Optimizes marketing assets based on the potential customer’s past preferences to influence them effectively. Companies that use AI-powered ad personalization tools tend to have a higher market share.|
|6||Content Generation||Generates professional-looking display ads and writes PPC ad copy using AI technology. Companies that use AI-powered content generation tools tend to have a higher market share.|
Types of AI Marketing Tools
The following are the main AI marketing tools that help marketers connect with their target audiences more effectively, using fewer resources:
AI Marketing Platforms
More and more businesses are turning to AI-powered marketing platforms that allow them to streamline advertising by putting all the marketing data and tools in one place. These AI platforms can provide beneficial insights from past data points, helping marketers make fewer assumptions and more data-driven decisions.
AI marketing platforms typically have many tools for generating advertising content, including ad creatives, ad copy, and social media posts. Depending on the tool, you can use AI to create ads optimized for different platforms, such as Google, Facebook, LinkedIn, or Instagram.
Machine learning is an extremely complex field, but a simple definition is: a type of artificial intelligence that tries to imitate human learning and behavior. With machine learning, you can use AI to “learn” what works and what doesn’t when advertising your products or services.
The AI analyzes new advertising information along with past data to inform your marketing decisions and campaign strategies. Instead of spending countless hours sifting through information, trying to determine what data is useful and what isn’t, you can save time and let AI do the work for you.
Big Data Analytics
“Big Data” helps marketers make the right ad for the right audience through statistical inference, but manually analyzing all that data is nearly impossible. You can use AI to identify and segment audiences, determine the best strategy for Google ads, or learn how ads perform on certain browsers, and it only takes a few clicks.
AI technologies can also go beyond data analysis to recommend the best ads for improving future performance. These tools make optimizing ad campaigns astonishingly quick and easy, which is great for small businesses that don’t have the marketing budget to hire in-house specialists or outsource to agencies.
4 Ways You Can Utilize AI to Optimize Your Ad Campaigns
While it’s not possible to completely get rid of the human intelligence aspect of an ad campaign, you can drastically reduce the amount of time and money you spend by using AI advertising.
With just a few clicks, you can have artificial intelligence managing and creating content for your marketing campaign while you maintain your attention on other parts of your business.
Below, you can read about four ways to leverage AI to achieve your ad campaign goals.
1. Bidding Automation
In PPC advertising, you have to make bids on keywords relevant to your products or services to secure placements at the top of search engines like Google. Using a PPC ad platform, such as Google AdWords, you’ll set the maximum amount you’re willing to spend for an ad placement.
One of the challenges you’ll often face in paid advertising is determining the best strategy for placing ads. If you bid too high, your ad spend might be too much to be worth the placement. Bidding too low means you’ll never beat the competition to get the spots you want.
Even a whole team of in-house marketing professionals would struggle to keep up with evolving customer preferences fast enough to update an ad campaign strategy in real time. With AI-powered software, you get an effective solution to this problem.
Instead of spending excessive amounts of time and money trying to balance your bidding, you can let AI-powered tools handle Google AdWords and other paid ad platforms. AI takes marketing data and predicts price changes, monitors the competition, and keeps up with what your audience wants to win optimal ad placements and keep your campaigns on budget.
AI tools can use machine learning to automatically bid on ad space for the right audience using customer data such as:
- Buyer intent
- Purchase history
With this machine-learning technology, you can keep your ad campaign aligned with customer preferences every step of the way without having to constantly monitor the campaign’s performance and make decisions. AI helps you significantly improve ad performance by helping you put ads in the right place at the right time.
While the AI does the work, you or your marketing team can focus on your company’s advertising objectives and strategies, ensuring that your AI tools have excellent data to use when making bids on your business’s behalf.
2. Audience Targeting
As rules and regulations make consumer information less accessible, AI is becoming more important as a way to test strategies at a rapid pace, enabling you to get the information you need to build your advertising campaigns effectively. AI can look for people who are most likely to convert using your existing customer data, including:
- Media consumption habits
- Purchase history
With AI’s lightning-speed analysis and giant vault of information, it can help you develop more complete customer profiles to assist in understanding your audience’s preferences. AI helps you track what messaging consumers like best, whether it’s humor or emotional appeal, by identifying which message types get responses from your audience.
Artificial intelligence is also fantastic for improving the customer experience. A great example of this is Spotify’s AI tools that create music playlists perfectly attuned to the tastes of the user. AI takes learning about your customers to a whole new level.
Instead of thinking of your audience as a general crowd of potential customers you have to try to convince to convert, you can use AI to drill down and figure out what specific consumers want. This technology allows you to carefully curate your advertising campaigns to connect with your target audience more effectively.
Using AI allows you to put highly personalized ads in front of consumers who are most likely to be interested in your products or services, which has the potential to increase conversions exponentially. Even if you don’t have a team of specialists, you can use AI to run optimized advertising campaigns on platforms like Google and Facebook, helping you get more sales with less work.
3. Ad Creatives Optimization
High-quality, data-driven ad creatives are essential for getting conversions during your advertising campaign. If you don’t have a marketing team in your company and aren’t skilled in graphic design or advertising, AI can help you create ads that look professional and accurately represent your brand and products while conveying the perfect message to your audience.
Some AI tools can use your assets and advertising data to build ad creative examples that feature your logo and products along with expert-sounding ad copy and clean, industry-standard design. AI can also create social media posts for sites like Instagram, Facebook, and Twitter using the same techniques as top-performing ads on those platforms.
Depending on the platform, you can select your target market, and the AI will generate ads and write ad copy that suits the tone, language, and visuals that are most likely to get clicks from your preferred customers.
Google offers ad creatives AI assistance through its responsive search ads, automatically generating ad content based on the placement. To use the feature, you need to upload multiple landing pages and ad copy examples, such as headlines and descriptions, that its AI can use to create ads that consumers similar to your customers would find compelling.
By using AI for ad creatives, ad copy, and social media posts, you get data-backed advertisements that improve performance of campaigns, raising your profits and helping your business grow. For startups and small businesses with limited funds, an AI tool can be the perfect answer for effective advertising.
4. Budget Management
Your advertising campaign budget can quickly get out of control, especially if you don’t have the time or resources it takes to make adjustments to the campaign.
Ideally, you should be constantly monitoring a campaign to determine which ads are performing well and which are underperforming. You can cut ads that aren’t getting clicks and put more resources toward the ones getting attention. Staying on top of your campaign’s performance helps you prevent overspending and mismanagement of the marketing budget.
With AI technology, you don’t have to worry about how your ads are doing 24/7. You can sleep peacefully at night knowing your AI is continuously tracking your campaigns and making adjustments based on ad performance.
Depending on the parameters of your AI program, it will determine when to decrease the budget on campaigns that aren’t doing well and use that money on the advertisements that are bringing traffic to your site. Since AI uses machine learning, it can constantly learn and improve, managing your budget based on data relevant to your company and niche market.
How Does AI and Machine Learning Benefit the Advertising Industry?
Small businesses, e-commerce companies, and marketing agencies are using AI to optimize their advertising campaigns because of the remarkable benefits compared to costly, time-consuming marketing solutions.
The following are some of the advantages of using AI to develop, manage, and optimize ad campaigns:
- Improves ad performance
- Saves your team time
- Boosts conversions
- Increases marketing ROI
AI helps marketers organize and interpret huge amounts of data to learn what consumers want at any given time, allowing marketing agencies to keep a finger on the pulse of consumer sentiment and develop advertising initiatives that cater to their preferences in real time.
Businesses with smaller budgets now have access to AI-recommended advertising strategies, allowing them to run effective campaigns without hiring a team of digital marketing professionals.
The AI can write ad copy, design display ads, and create social media posts while using the techniques it learned from high-performing ads on various platforms.
In a nutshell, AI advertising is enabling businesses to take their marketing to the next level and target consumers with highly personalized ads that take seconds to make.
Learning how to create AI-optimized ad campaigns might be the only way to keep up with the emerging advertising landscape.
By adopting AI tools and techniques, you can achieve better targeting, higher engagement, and improved ROI. If you’re ready to take the plunge, check out our post on the best AI tools for paid ads and start optimizing your campaigns today! Click here to learn more.