AI & Automation in Digital Advertising

Written by Melanie Smith: Digital marketing manager.
· 4 minute read

Automation, artificial intelligence, and machine learning are all terms we are beginning to hear more and more when it comes to digital advertising. In fact, according to a report by Salesforce, 51% of marketers are already using AI, and around a quarter more are planning to do so within two years. 

Efficiency, cost saving, and enhanced customer experience are just a few of the main benefits of using automated technologies in advertising. So how can advertisers start to take advantage? 

Automated Google Ads

Google Ads offer several features to enable advertisers to automate their campaigns. 

Scripts provide a way to control PPC campaigns using snippets of JavaScript code. These scripts can be used to automate and optimise campaigns, including modifying bids, editing ads, changing budgets and managing keywords. There are plenty of pre-built scripts available online, so no coding experience is necessary. 

Google also offers automated bidding strategies, which automatically set your bids based on an ads likelihood to result in a click or a conversion, depending on your goals. 

Automated rules allow advertisers to schedule ads, adjust bids or control budget based on dynamic conditions such as performance metrics or time of day.

User Targeting

Artificial intelligence algorithms can be used to analyse customer data in order to provide highly relevant, personalised content or product recommendations. Major brands such as Netflix and Amazon have been incredibly successful by providing highly personalised product and content recommendations to their users. 

These recommendations are automated through AI powered technology by interpreting customer data to learn their habits, likes and dislikes, continually reacting with new recommendations.

Automated Social Ads

Facebook are now offering automated ads, where advertisers are asked a few questions, and Facebook automatically creates a campaign based on your business goals and objectives. After ads have been running for some time, Facebook will learn what performs best and will make improvements and suggestions.

Customer Support

These days, customers are expecting more and more from brands customer support. It’s not enough to respond to a query within 2-5 business days, customers expect almost instant responses. Machine learning and AI technology can help brands to meet these high expectations through chatbots. 

These AI powered chatbots are capable of handling customer conversations in real time, understanding the intent behind a customers query and responding in a natural, human way.

Machine learning and artificial intelligence are allowing for more and more automation within digital advertising, so it’s important to keep up to date with the latest developments and how they could impact your business.

If you need any help with your digital advertising, get in touch.