There will always be challenges involved with online marketing and even when you think you have got the perfect system in place, things change and you find yourself back to square one – searching for effective ways of reaching your target audience. In other words, you have to stay current with the “here and now” if you want your online marketing campaign to produce a solid return.
However, some tactics have a longer lifespan than others. For example, word of mouth is still one of the most effective ways to spark interest in a business or product. That’s because people have a tendency to follow, and history has shown it’s a trait that will probably never change.
But, it’s definitely not the only example of marketing that remains effective, PPC (Pay Per Click) marketing is also still relevant in online marketing, and if you haven’t found success with it yet, you are maybe not using the PPC campaigns in the right places. Granted, many users have developed a sense of banner blindness and they use software to block ads, but that doesn’t mean PPC has lost its edge, it only means you have to customise your tactics.
Using another example, search engines like Google will help your PPC campaign reach the front page of search results, and statistics show this is incredibly effective. Why? Because people trust search engines. In fact, more than 80 % of people online will use a search engine to find whatever they are interested in and if you bid on the right keywords, your ad will show up right at the top.
But what about investing in SEO (Search Engine Optimisation) instead? Won’t it be more affordable? Essentially, SEO is more affordable, and it brings about great long-term results. But you are also going up against some tough competition, seeing as most website owners who are serious about their sites will also be investing in SEO. Plus, you have to take into consideration the amount it takes to reach higher rankings through SEO. There is no reason why you cannot include PPC in your SEO strategy as this will give you benefits from both. With a strong PPC campaign, you can reach the top almost instantly, while SEO as a long-term approach.
However, not all PPC campaigns are the same and some advertising spaces are just going to waste your time. Assuming for a moment that you pay a company to run a few PPC ads for you and they run those ads on sites where users love to click but they don’t convert. Or they run them on sites that have no connection with what you are selling, can you really expect to make money? Of course not, having a proper plan of action is essential so that you get a return on your investment.
Make sure that you hire a company with connections to authority sites and organic traffic. Google is a great place to start if you want to see some substantial traffic, but there is no reason why you shouldn’t or can’t try other channels. If the site running the ad has a strong online presence, you are bound to get clicks that typically turn into profit.
I believe artificial intelligence (AI) will be a key driver of change in PPC in 2018 as it leads to more and better PPC intelligence.
So far, I’ve discussed the roles humans will play when PPC management becomes nearly fully automated and six strategies agencies can take to future-proof their business. In this final post on the state of AI in PPC, I’ll cover the technology of AI.
Why AI took years to matter to PPC
AI has been around since 1956, and PPC has existed since the late 1990s. So why did it take until now for AI’s role in paid search to become such a hot topic in our industry?
It’s because we’ve recently hit an inflection point where, due to the exponential nature of technological advances, we’re now seeing improvements that used to take years happen in weeks.
What’s driving this is the exponential growth explained by Moore’s Law, the principle that computing power doubles approximately every 18 months. The outcome of exponential growth is hard for humans to grasp, so let me give an example that doesn’t involve computing speeds since those can be a bit too conceptual. Instead, let’s apply this doubling of speed to cars, where we can more easily understand how it impacts the distances we travel and how quickly we get somewhere.
Imagine if the first car, invented by Karl Benz in 1885 with a top speed of about 10 mph, was doubling its speed every 18 months. In 1885, we could have driven that car across a typical town in an hour. After 27 times doubling its speed (the same number of times the microchip has doubled its speed since it was invented), we could have gone to the sun in about 4 minutes. And less than 18 months later, it would take just about 2 hours to travel to Neptune, the farthest planet in our solar system. (Voyager 2 did that same trip in about 12 years.)
Because computing speed has already doubled 27 times, every extra doubling leads to new capabilities that are beyond imagination.
What exponential growth means for PPC
So, if we’ve reached the point of PPC automation today where humans and computers are about equally good, consider that the pace of technological improvement makes it possible for the machines to leave humans in the dust later this year. That’s why it’s worth thinking about the roles humans will play in the future of PPC.
And just like the first car is not the right vehicle for a flight to Neptune, the tools you used to manage AdWords a few years ago may no longer be the ones that make sense for managing AdWords today. So let’s take a look at what AI is doing to PPC tools.
The technologies driving PPC intelligence
Just like you want to know what your employees are capable of by interviewing them before hiring them, you should understand a technology’s capabilities (and limits) before adding it to your toolkit. So let’s see how artificial intelligence works in PPC.
PPC intelligence through programmed rules
Before the advent of AI as a research field in 1956, you could make a machine appear “intelligent” by programming it to deliver specific responses to a large number of scenarios. But that form of AI is very limited because it can’t deal with edge cases, of which there are invariably many in the real world.
In PPC, this would be akin to using Automated Rules to write rules for every possible scenario an account might encounter. Rules are great for covering the majority use cases, but the real world is messy, and trying to write rules for every scenario is simply impossible.
PPC intelligence through symbolic representations
Between the 1950s and 1980s, AI evolved into using symbolic systems to be able to take heuristic shortcuts like humans do. By framing problems in human readable form, it was believed the machines could make logical deductions.
Here’s a PPC problem: you’re adding a new keyword, but you don’t know the right bid to set because there is no historical data for it. By teaching the machine concepts like campaigns and keywords and how these relate to each other, we are providing it with the same heuristics we use to make reasonable guesses.
So the system can now automate bid management and might set a similar bid to other keywords in the campaign because it knows that campaigns tend to have keywords that have something in common.
Read more here: https://searchengineland.com/technology-behind-ai-ppc-289777