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7 Ways Marketers Are Using AI to Increase Conversion Rates of Google Ads

7 Ways Marketers Are Using AI to Increase Conversion Rates of Google Ads

Trapica Content Team

Marketing Guides
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4 min read
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November 27, 2020

There have been several turning points for the marketing industry, including the creation and use of social media. A modern marketing strategy would feel empty without paid ads. The most popular paid ads marketers use are Google Ads and Facebook Ads.

There’s a difference between going onto Google to create an ad campaign and creating something that actually works. In the past, plenty of business owners have been disappointed by the lack of results from their campaigns. Fortunately, artificial intelligence is here to save marketers and businesses of all experience levels. 

Here’s how marketers are using AI to increase conversion rates of their Google Ads campaigns.

1. Chatbots 

Businesses thirty years ago dreamed of having a tool to answer the questions of customers within seconds. Now, we have this technology with AI chatbots. Chatbots are affordable, 

and provide a great way to accommodate customers regardless of when they have burning questions. Even when nobody is in the office, your brand can communicate with customers and even generate sales. 

In the past, problems with chatbots came from poor algorithms. We’re now at a time where advanced algorithms deliver the right information at the right time (and to the right people!). Customers appreciate that businesses can still accommodate them through the night with great tools like chatbots. 

Depending on your customer service systems, it’s possible to implement AI chatbots in different ways. Some companies have customers going through the chatbot feature first, then if it can’t help they’re put through to a representative. While other companies only use chatbots when the human team is overwhelmed. Either way, chatbots ease the burden of the customer support team and also helps marketers accurately value leads. 

2. Automated Ad Optimization 

With leading services like Trapica, artificial intelligence is allowing marketers to automate the optimization process with ads. Whether you’re on Facebook, Google, or even other platforms like Pinterest or Snapchat, one of the biggest issues with paid ads is the maintenance required. We need to continually review the analytics and make changes to bidding, creatives, and targeting. Thanks to AI, this is all achieved automatically (and we have more time to focus on the bigger picture!). 

After linking an AI tool to your Google ad account, it will monitor the performance of your ads and make adjustments whenever necessary. With no manual intervention required, you don’t have to constantly worry about whether your ad is in the right place or whether you’re spending too much (or too little!). With the very best platforms, they even support automated A/B testing. All the benefits of an AI ad automation tool make it an investment that marketing teams can’t afford to miss this year. 

3. Content Creation 

Over the past three or four years, marketing experts have been telling us that content is king. The phrase goes all the way back to 1996 from an essay written by the one and only Bill Gates. Nearly a quarter of a century later, the phrase is as applicable as ever and brands with quality content get rewarded for their efforts. 

This being said, those still doing everything manually are making a mistake. With machine learning and AI, we can scan through millions of keywords to determine those most effective for our audience. This technology is used to improve the delivery of content, the creation of content, and to predict the ROI of topics. 

Producing content can be very challenging. Fortunately, this is not the case when using advanced machine learning and AI tools. The technology can help to choose topics, select keywords, predict ROI, and even report when the audience is most likely to be active. With this technology, your brand will be able to offer the right content to the right people, at the right time - it doesn’t get any better than this. 

4. Poor Ad Management 

Just because an ad gets lots of clicks, doesn’t mean it will make sales. This is something that drains a marketing budget because you’re paying for nothing. As you’ve probably guessed, the solution comes with AI and, in particular, tools that pause poorly performing ad campaigns. 

Every year, millions of marketers and businesses on AdWords waste money bidding on ads that aren’t returning anything. They’re allowing ads that win bids but get no clicks to continue. Over time, this reduces the quality score of the ad and, once again, your ROI. The right machine learning algorithm will learn when an ad is harming ROI and place a pause on the ad. Manually, there’s no way we can react quickly enough to prevent damage to the budget or brand. 

With modern models, AI can pause individual aspects of an ad. For example, preventing delivery to certain browsers or devices when they aren’t performing. Some platforms can even restrict delivery during certain times of the day. 

5. Email Marketing 

That’s right, email marketing isn’t over just yet. Email marketing can actually supplement a Google Ads strategy. Customers now need to give permission to be contacted via email. This has reduced unsolicited emails, which means that customers are interested in reading most emails that reach the inbox.

As the email marketing niche expands, some tools allow businesses to include recommended products in their campaigns based on customer histories and profiles. The benefit of AI is that the tool learns your customers over time and boosts the accuracy of segmentation. Rather than sending everybody the same message, you now have groups based on specific attributes. With tailored content, conversions and profits will both increase. 

Though many things have changed on the internet, the frustrating problem of cart abandonment remains. As many as seven in ten people add products to a cart then eventually click away. By combining AI and email marketing, marketers are re-targeting those who abandon their carts. Just a small reminder can prompt prospective customers into action and get them to purchase the items in their cart.

6. Conversion Rate Optimization

To increase the number of people converting in any given moment, one popular technique to improve a landing page is to undergo A/B testing. While useful, this is also time-consuming when done manually. Artificial intelligence has come to the rescue again for marketers by scanning heat maps, web analytics, and other data points to learn the features that are inhibiting performance.

By automating the multivariate testing, you take out aspects that don’t contribute, test new ones, and enjoy a constantly evolving website. Whether it’s a design element or the layout itself, artificial intelligence has one goal, and this is to find the combination offering the highest conversion rate.

One of the benefits of automated A/B testing is that marketers are saving money. As we all know, it’s hard to compete with the efficacy of technology. AI can highlight a poorly-performing website element before we’ve had a chance to log into the computer and get comfy in our office chair. When using this technology the website will always be improving, which means we can spend our time away from the menial tasks, and conversion rates will still increase.

7. Dynamic Ads 

You don’t have to look externally to find sources of artificial intelligence. Dynamic Search Ads on AdWords have transformed the way that marketers advertise on the platform. As a built-in feature, even small businesses with tiny budgets can utilize AI in this way. To get started, upload a handful of landing pages and Google will do the rest. It identifies searches, automatically generates content, and then delivers. Don’t worry, the content on your website is what is used to generate the ad. 

With ad suggestions, you  get recommendations and advice on how to boost the performance of specific ads. This tool assesses the performance of your previous ads, considers the audience, and then makes recommendations based on this information. 

Why Invest in AI as a Marketer? 

While some marketers use one of the AI solutions in this list, others are utilizing every single strategy. Ultimately, the techniques you decide to implement depend on the size of your marketing team, your budget, and your strategy. For those with multiple campaigns across several platforms, Trapica is the ideal solution because you have optimization across all platforms under one umbrella. 

Why should you spend money on AI this year? It’s effective, it saves time, it saves money, and you might just push past the competition with improved Google Ads and a stronger foundation for these ads to succeed. This is an investment rather than a cost, and AI will always return this investment as long as you implement it correctly. For businesses large or small, AI is helping marketers all over the world. Now is the time to consider the technology for your own strategy.

Marketing Guides
|
4 min read
|
November 27, 2020
Trapica Content Team

The Trapica Content Team aims to share relevant industry news, marketing tips, and company updates to make sure our readers have the best info about digital marketing.