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A Google Ads Tool + AI = A Match Made In Heaven?

We looked at how Google Ads tools work with AI to optimise PPC campaigns and how they can help your business.

Written by Amber Dawson

A Google Ads Tool + AI = A Match Made In Heaven?

Google Ads is extremely popular. A lot of businesses have uncovered the huge benefits of online advertising and are fighting for a piece of their industry’s pie.

And, as always, everyone is looking to make their lives easier. That’s where Artificial Intelligence (AI) is stepping up its game.

But, there’s a lot of grey area surrounding Artificial Intelligence. This is primarily because people don’t fully understand what it is. And it’s easy to see why. Nobody ever starts off a conversation about complicated things with a quick and easy definition. No, that would be far too helpful.

So, before we go any further, here you go:

"Artificial intelligence is a branch of computer science that works to simulate and imitate intelligent human behaviour.“

That's quite a dry definition though. And like with most dry definitions, it doesn't really say a lot. So, let's expand it out a bit.

Basically, AI is about making intelligent programs and machines. This encompasses loads of different divisions of technology including machine learning, robots and automation.

Robots can now automate physical or manufacturing tasks, machine learning can streamline computer calculations and automation removes tedious, repetitive tasks from your workload. There are thousands of benefits, but many people are scared of where it will lead us in the future.

The Fear Of Artificial Intelligence

Let’s quickly look at why people fear the growth of artificial intelligence.

It’s not an unfounded concern. A conversation that talks about AI frequently jumps to how robots are going to steal everyone’s jobs. Technology has been accelerating at insane speeds for decades and most of the time people embrace the changes it brings. So why now are people freaking out?

The primary worry is that soon basic jobs won’t need doing because they’ll be done by machine. This is somewhat true, but looking at this as a completely bad thing is all wrong. It’s not a good versus evil story.

Firstly, AI is already a part of your day-to-day life: it’s the reason for so many conveniences you already take advantage of. Netflix uses AI to suggest what you should binge-watch next. Amazon uses it to recommend other items you might want to buy. Chatbots help you skip the line with customer service queries.

Most people are okay with this, and enjoy the benefits of an easier life without asking how technology can know their habits so well. In fact, 51% of marketing leaders are already using AI.

But when this is applied to their livelihoods and how a computer can do things faster and more accurately than them, opinions change.

We don’t need to see AI as a threat – it’s designed to make things easier. To take away the tasks you don’t want to be doing anyway. If technology can do the calculations faster and more accurately, why would you say no? It doesn’t mean you’re not needed anymore, but rather that your human expertise is free to focus on the more important stuff.

This is particularly true for PPC – these clever machines can supplement an account manager's workload and improve productivity. You don’t need to spend your time number-crunching if it’s already been done for you. It's like refusing to use a calculator and doing all the math by hand because you just don't trust the machines.

Moreover, machine learning may simulate human actions but it doesn’t mean they're human. They don’t have the creative flair, the emotion or the personality that we do. So, until they develop robots with souls, then you don’t need to panic.

Google Ads Tools Are AI

People get worried when you mention AI, but are you okay with using a Google Ads management tool. But really, they’re often the same thing. A lot of Google Ads tools utilise AI to get rid of things which don’t need to waste a human's time.

The reason you look to a Google Ads manager for help is to save time. How do you think a tool is able to do it so much quicker? Artificial intelligence.

It's not as scary when you think of it like that. It's just taking the legwork out of things you don't want to do anyway.

Repetitive tasks that take up the valuable time of a PPC manager are expensive. If automation can save you just ten minutes on each account a day, and you have 10 accounts, that’s over 8 hours a week saved – or a full working day. Now, you're interested, aren't you?

Why You Would Want To Use AI?

We now have access to more data than we could previously dream of. Marketers don't have to use gut-instinct or guesswork now there are cold hard facts to look at. We can work out how to target the perfect people. We know exactly what we want to achieve. Our objectives are more specific than ever.

This is all great stuff, but unless we've also invented a time machine, we're going to need some help getting through it all.

This is where AI comes in: it allows you to be smarter with your time by automating tasks. It's not replacing you but simply taking away the tedious tasks from your to-do list.

Being stubborn and insisting that machines can't help will soon mean that you just get left behind. Plus, your competition will know how to do things quicker and more efficiently than ever before.

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Google Likes AI

Whether you or your colleagues have concerns over the progression of AI, at the end of the day it's the tech giants that will lead the way in whether it becomes part of our future or not.

Google likes AI.

You can see it in their current updates.

They're pushing you into using AI more and more. New updates inside Google Ads mean that soon you won't be able to opt for accelerated delivery. This is just one way Google is encouraging you to adopt their preferred methods.

In this case, Google wants you to use their smart bidding feature. Powered by machine learning, smart bidding works by automating your bid delivery so that you don't have to manually make changes. It aims to make your life easier as you don'thave to manually make changes.

However, smart bidding needs a lot of data to work. If you don't currently have more than 30 conversions a month, this isn'tsomething you can adopt just yet. But it shows you the landscape for the future of PPC.

It's a way of scaling up your campaigns without having to outsource things. This is great news, and with nearly 70% of advertisers taking advantage of smart bidding, others are clearly thinking the same way.

Another way Google are getting people immersed in automated ad creation is through Responsive Search Ads (RSAs). The way they work is that you create up to 15 headlines and 4 descriptions which can work in any combination. Then, Google Ads tests different combinations and works out what performs the best.

RSAs are a great way of making your campaigns flexible. It also means you can leave all the hard work to Google as they decide what’s best to show to each customer.

Smart bidding and RSAs are the future of Google Ads – adopting them into your campaigns will help you stay ahead of the competition whilst actually making your life easier.

Using AI In Management Tools

If you're used to managing PPC campaigns on a day-to-day basis, you know the struggles. In order to improve, you have to know what's working and what isn't. That means data – a lot of it. Looking through it is a time-consuming process that doesn't exactly make you want to jump out of bed in the morning.

This is where automation can really help you. For example, It can be difficult to think of keywords when creating new campaigns, and there are different free tools that will automate these tasks for you.

So you can save time and energy thinking of combinations with them right in front of you. This will generate permutations of the words you enter which you can then easily flick through.

Free tools are a great way of saving time. Our free toolbox aims to eliminate time-consuming and tedious tasks from your workload.

It includes:

  • Health Check

The Adzooma Health Check identifies ways to improve your Google Ads in less than 60 seconds. Find out more and download your free report.

  • Keyword Permutation

This Ultimate PPC Keyword Permutation Tool can generate thousands of keyword phrase combinations for your text ads on Google Ads and Microsoft Ads.

  • Text Ad Character Limit Counter

Make sure your ad text is within the character limits easily with our checker.

  • Keyword De-Duplicator

If you're bidding on the same keyword across multiple ad groups then you're competing against yourself. Ensure this doesn’t happen with our deduplicator.

  • Keyword Match Type

Save time with our Keyword Match Type Tool which adds keyword modifiers to your Google Ads and Microsoft Ads keywords in seconds.

Automation doesn’t have to be fancy, it just has to get the job done.

You'll find these tools seem rather simplistic, and not what you’d expect AI to look like. But this is a good thing. It takes away the hard work and means you can focus on other important tasks. This time can be used to focus on tasks which can only be done by a human.

But Isn’t AI Expensive?

Another misconception is that using AI has to cost a fortune. Yes, some Artificial Intelligence can be expensive, but like anything, it depends on what you’re using it for. Adzooma uses AI for its automation feature, and the platform is cost-effective compared to competitors.

When it comes to Google Ads management tools, there's a range of options out there for any budget. If you choose the right tool, it'll be an investment. This means that your campaigns will benefit long term and you'll save time and money in the long run.

So, be sure you don’t discount AI straight away because of the cost.

Working Hand In Hand With AI

The best Google Ads campaigns will use a mixture of human expertise and artificial intelligence. It will take time to get the balance right, but the results when you perfect it will be worth it.

You don't have to be a big business to take advantage of AI. It's not something that's reserved for those with money. As discussed, it can be cost-effective when it's in bitesize pieces. And that's all you need. You’re not trying to harvest thousands of crops or power a multi-billion platform. You just want to make your day to day PPC management easier.

It's important to spend the time working out how much you could get out of artificial intelligence. After all, it’s continuously growing. The software you invest in now needs to be continually working to add features and harness the power that machine learning offers.

The free tools out there which offer permutations or match types are helpful but limited. You need to look past the basics and think about the best-case scenario. In your dream world, what tasks would you want to get rid of? What would you like your campaigns to look like? Picture that, and work towards it. Make the most of the possibilities of AI.

What The Future Looks Like

Automation has already changed the way people run their Google Ads. For starters, it's made things a lot more accessible. Before, you had to be an expert to know what to do after a certain level. Now, there are machines that can give you a helping hand.

This is great for a lot of other things as well. You don't have to know the ins and outs of everything to make it work.

What Artificial Intelligence has brought to Google Ads management is huge. And it's only going to keep accelerating. The best path forward is one that makes the most of human strengths and machine learning.

AI is great. That's why we use it to power Adzooma. Just some of the features it powers are:

The Opportunity Engine

The Opportunity Engine uses AI to analyse your account and suggests improvements based on your specific data. You get to decide whether to action them or not, so you're always in control. But you don’t have to spend time discovering what changes would get you the best results.

Our handy queue feature means that you can add all the opportunities to a list and get an overview of the amount of time, money and clicks you’ll gain by implementing them. The best thing? Once you're happy all it takes is a single click to apply them.

There are over 50 opportunities that can be suggested covering everything from best practices, reducing wasted spend, improving performance and account structure.

Automated Rules

In the name of making your life easier, we introduce automation rules.

You can't sleep with one eye open. Well, maybe you can but you'll have bags bigger than when I go to Lidl before you know it.

But then, how can you be sure your campaigns aren’t going over budget? That your keywords aren’t going rogue or that you're not missing out those prime-time clicks.

Well, if you set up automated rules then you can sleep like a baby. Adzooma will handle it all for you, and you’ll be notified of any changes. Alternatively, you can just be notified when something happens so you can manually make changes.

You can set up rules for all different things. For example, you can set up a rule so that if a certain campaign has less than 10 clicks in a week, you can turn it off. Similarly, if a keyword received less than 100 impressions, you could decrease the budget. Every rule can be customised to make your life easier and ensure that your campaigns are running as you want them to.

Automation is just another step in reducing your workload.

Reporting

Adzooma also lets you create custom reports quickly and easily. This is another way to reduce the repetition in your day to day job. The custom reporting feature allows you to build the data you need into a clear report and then export as a PDF.

A common problem with reports is that the few facts you actually need are buried under loads of information you don't. Adzooma lets you strip things back and get at what you need quickly.

You can add your own logo to the report and save drafts to make things even quicker next time. Using machines to automate reports means that sending key information to clients and colleagues is no longer a hardship.

This is particularly important for bigger agencies which handle hundreds of clients and thousands of campaigns.

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