You perhaps know it already that a lot of businesses have invested in Artificial Intelligence (AI) and Machine Learning(ML) tools in recent years. They want to run smart campaigns and automated bidding strategies.
Now, let us consider the case of pay-per-click (PPC) campaigns that are heavily influenced by AI in recent days.
You will observe that the success in PPC campaigns lies in the usage of automation tools that help in the decision-making frameworks. Likewise, ML software bears the capability of managing all aspects of a PPC campaign using statistical learning methods and bid management, resulting in impressive conversions.
It is believed that ML and automation will pick up speed in the coming days. As AI produces analytics, it helps in executing complex tasks faster than humans. Leveraging the advantages, Google can offer advertisers highly targeted audiences.
With the growing prominence of multiple online platforms, PPC advertisers are expected to experiment with platforms such as LinkedIn Ads, Amazon Ads, and Twitter Ads, ending the duopoly enjoyed by Facebook and Google.
Their experiments will bring to the fore whether or not a particular platform will be advantageous to their marketing strategy. At the same time, they will also not only be able to include a wide variety of targeting options but also reach a vast audience worldwide.
Social media is not only the sole PPC network. There are several specialized platforms, such as Bing, Bidvertiser, RevContent, Advertise.com, etc.
The trend of PPC advertisers focusing on targeting their audiences through remarketing lists for search ads is becoming obsolete. The emerging trend involves targeting audiences at specific touchpoints throughout the buying journey.
Marketers will adopt a prudent approach. Instead of sending a message for making a sale, they will try to interact with the prospects strategically. The interaction will be at the right time and in the right way so that the prospects transform into customers.
As consumers today tend to purchase from businesses that understand their needs, marketers will direct their efforts to understand the tastes and preferences of consumers. And as a result, the marketers will orient their campaigns to customer wellbeing.
So, the focus of marketers will be targeting their audiences in consistent and strategic ways. In other words, marketers are shifting their attention to the consumers in their PPC campaigns.
PPC marketers today have only one way out. Either innovate or perish. As automation is set to take over data-driven and mundane tasks, PPC marketers will have to deploy innovative strategies. However, if they fail to do so, they will fall behind.
They need to think more strategically not only for themselves but also for their customers. They should be more creative and strategic in targeting their audiences.
It is needless to mention that individuals cannot compete with the complexities of Google's automated technology. Hence, the best thing they should do is to avoid focussing on the automated tasks.
They should not act as a subordinate to AI but work in parallel with it to build successful marketing campaigns. At the same time, they can also construct algorithms to automate their tasks.
But, they should also make efforts to understand the strengths and weaknesses of a broad set of automation tools. It will enable them to figure out the best automation tool for their business.
So, the bottom line is marketers need to learn to utilize AI to maintain their existence and make money.
You will be able to handle customer queries with a chatbot better than with a representative. It is an AI-based software that interacts and answers queries of visitors, mimicking a customer care executive.
It is a cost-effective strategy that saves a considerable amount of money. With a chatbot, you can do away with hiring someone to monitor the website and interact with the visitors. As a chatbot is informative and unbiased, visitors can get the impression that they are being responded to by humans. Visitors can also make faster decisions interacting with a chatbot.
So, if you are yet to incorporate a chatbot on your website, do not delay further. You can base your decision to use a chatbot on the expected complexity of the interactions and your budget.
You should keep in mind that digital marketing exists in a highly competitive landscape. There is no end to the competition in the digital marketing space. All businesses are on the lookout for new ideas and more impactful marketing strategies. In such stiff competition, you cannot take the role of content lightly.
It is engaging and valuable content that will play a decisive role in not only generating but also closing leads as well.
Consumers today prefer to buy from those businesses that understand their tastes and preferences. And they continuously assess the depth of your understanding.
So, you should be extra careful in focusing on highly personalized content that reflects the tastes and preferences of consumers.
The relationship between PPC and SEO is getting stronger than ever. And marketers are increasingly leveraging the relationship to run PPC campaigns productively.
Smart marketers will exchange relevant keyword and SEO ranking data to strategize and increase their SERP coverage.
The PPC-SEO relationship is gaining momentum as marketers are reorienting their strategies to adapt to the change.
Conclusion
There is no need to explain to you that competition in the business landscape has intensified more than ever. And the evolution of technologies has made things difficult. So, you should adopt the latest technologies to reorient your strategy to survive the competition.
Mila Jones is a Senior Business Consultant, with rich experience in the domains of technology consulting and strategy, she works with both established technology brands and market entrants to offer research inputs and insights on leveraging technology as a source of strategic competitive advantage. She is a prolific author and shares her expertise with tech enthusiasts on popular digital publishing platforms. She loves not only to write about several topics but also loves to explore new ideas about Lifestyle, Travel blogs and many more.