How Can AI In Digital Advertising Help You Maximise Business Results?

AI in digital advertising can take on many different forms. Despite its delightful sci-fi connotations, its application in marketing is to do all the “unexciting” work. However, the outcomes of all this work are definitely not dull and can lead to invigorating results for brands. 

AI in the digital marketing context plays its part mainly in optimisation and creative delivery in line with past, present, and future audience and performance signals. It can also influence performance indirectly through business intelligence. Tacked on to commonly used ad tech, it can make recommendations and even implement changes on your behalf to take advantage of trends and behaviours as they drive the performance you are looking for. 

Your job as a marketer is to find the right tech. Look for software to make your job easier and ensure you can give your clients or brands a competitive marketing edge.

Easily Define Patterns

One key benefit of AI in digital advertising is campaign optimization, which is based on identifying patterns. A good balance is AI tech, which can learn from the PPC specialist in conjunction with external signals to make recommendations. 

Nobody is comfortable handing over total power to a big black box, especially when it comes to ad spend. Therefore, look for a solution that allows you to oversee changes or have an overview of recommendations. Alternatively, look for something that will enable you to define optimisation parameters clearly and change them as required. 

We still need to provide context to the AI world, and that’s invaluable. 

Improve Relevance

Once patterns have been defined, AI tech can allow ad tech to optimise ad delivery to reach users at the right point in their user journey. 

This is one of the reasons Google Ads’ responsive ad formats tend to outperform more static versions. They deliver more customised ad copy or run multiple variations to the same person with similar browsing behaviour to drive a person to take action outlined by you as a campaign manager. 

AI will never completely eliminate the need for new creativity. However, it has simplified the execution of creative ad formats and expanded the number of variants available. This means creative tests can run for shorter periods. Changes don’t have to take an immense amount of internal design time, speeding up creative journeys to ensure a business can more easily hit the messaging sweet spot.

Back to Basics 

Account basics, such as budget pacing or weighting, are often undervalued, mainly because they are… well, basic. Ironically, though, you can’t afford to take your eyes off them as a marketer. 

A good AI tool should be able to identify future opportunities. It should recommend budgets be moved to campaigns where results are pouring in at a better (and possibly cheaper) rate. 

Talk Back

Some of the best marketing results are achieved when ad tech, sales, CRM, and business intelligence can exchange data. This is supercharged when AI is added to the mix. 

AI is already changing the digital marketing space in its most basic form in many positive ways. (Provided we are discerning in what we allow it to do and what not.) However, the real challenge and the ultimate opportunity lie in our ability to feed back business information that will drive value. The more detail you can give an AI, the more it will learn to align with your business. This will reduce wastage and push you beyond what anybody else is doing.

Will AI In Digital Advertising Work for You?

What drives success in marketing and business these days is data and building infrastructure that allows us to share information responsibility with the tools available to us. 

However, it’s not always easy, especially when we are dealing with infrastructure implemented when no one could have conceived it being used in this way, but it’s proving its worth. 

Find out more about ClickTrain’s matching for PPC specialists.