Matthew is a marketing expert focusing on the SEO & martech spaces. He has written over 500 marketing guides and video scripts for the WebFX YouTube channel. When he’s not striving to put out some fresh blog posts and articles, he’s usually fueling his Tolkien obsession or working on miscellaneous creative projects.
Artificial intelligence (AI) has already revolutionized many areas of the marketing world in the relatively short time it’s been here. From content creation to customer outreach, it’s changed how many marketers do things. You may be looking for ways to integrate it into your own marketing.
In particular, maybe you’re looking for a way to use AI in your pay-per-click (PPC) advertising campaigns. If so, you might not be certain how to go about that. Can you even use AI in PPC campaigns?
The answer is yes, and on this page, we’ll go over some of the best methods of using AI for PPC.
Keep reading to find out more about how to use AI for PPC. Then subscribe to Revenue Weekly, our email newsletter, to get more marketing tips delivered straight to your inbox!
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Benefits of using AI in PPC
To start with, you may be unsure why you should use AI in PPC at all. And the truth is, you don’t have to by any means. Whether or not to use AI is a choice each individual business should make on their own. Having said that, there are some advantages to it. AI can improve PPC by:
Saving time
Eliminating human error
Streamlining processes
Analyzing data faster
And more!
These all make good reasons for harnessing AI in your PPC efforts.
How to use AI for PPC
Now let’s move on to our list of tips for using AI in your PPC campaigns. Those tips include:
An essential part of any PPC campaign is keyword research. You need to know which keywords to target with your ads, or else you won’t have much luck reaching the right people.
Historically, that required you to spend a lot of time manually identifying all the most optimal keywords to target, but AI can help make that process a whole lot faster.
To start with, you can try asking chatbots like ChatGPT for keyword recommendations. However, these tools aren’t built for keyword research, so that may not be the best idea. Alternatively, you can find various keyword research tools out there — some of them free — that are AI-powered.
These AI PPC tools can help you identify more keywords in less time. Still, not all of these tools are great at their jobs, so choose carefully.
2. Draft headlines and descriptions
If you’ve been paying attention to the AI scene, you know that generative AI is one of the biggest advancements. That refers to tools like ChatGPT or DALL-E that generate text and images.
You can use these tools to help create headlines and descriptions for your paid ads. By telling ChatGPT (or whichever tool you use) what type of tone you want and what it should be about, you can get it to help you develop ideas.
Expert insights from
Chris VarnerWebFX’s Lead Results Innovation Consultant
“You can use generative AI to draft headlines or descriptions that match your brand voice quickly.”
Of course, we don’t recommend letting ChatGPT write all your ads for you from start to finish. You should use these tools as helpers, but at the end of the day, your headlines and descriptions should go through some kind of editing process by your team to ensure that they’re truly optimized for your target audience.
3. Optimize bids
Bid optimization is one of the biggest struggles of paid advertising. Thankfully, this is another area where using AI for PPC can come in handy.
AI bid optimization isn’t as new as other forms of AI. It’s been around for a while now in the form of Smart Bidding, a feature you can find in Google Ads. However, it’s only improved as AI has continued to advance.
Expert insights from
Chris VarnerWebFX’s Lead Results Innovation Consultant
“AI and Machine Learning have long been a part of advertising, particularly within Google Ads. With the recent advances, these are becoming more apparent.”
Essentially, Smart Bidding is where machine learning bids on keywords for you so you don’t have to spend as much time doing it yourself.
You’ll want to be careful with this, though, since it’s not a good idea to give AI direct control over your spending. If you choose to use Smart Bidding, be sure to set guidelines on what it can do with your account and keep a close eye on its actions over time.
4. Predict future ad trends
When running a PPC campaign, it’s important to optimize your campaigns for future changes. If you have reason to believe that certain keywords will bring more traffic than others at a certain time of year, you’ll want to adjust your campaign strategy during that period.
The best way to plan for these changes is with predictive analysis. That’s where you look at past and current trends in your PPC campaigns to predict what they’ll look like in the future. This is something AI can be really helpful for.
With the right predictive analysis tool, you can get automatic reports detailing what will likely happen to your PPC going forward. That allows you to plan your campaigns accordingly.
5. Analyze landing pages
Another great tip on how to use AI for PPC is to harness it for landing page analysis. Different AI PPC tools exist that can scan web pages and give you feedback on how well-optimized they are. Some of these tools might analyze text, but with AI, you can also analyze other aspects of your landing pages.
For example, with OpenAI’s Vision API tool, you can analyze not only the textual elements of your landing pages, but also the visual elements. Vision API can gauge the quality of the page layout and recommend changes based on what it sees. That can help you better optimize your pages going forward.
6. Analyze campaign data
Finally, one of the best ways to use AI in PPC is to analyze your data. There are a variety of AI PPC tools that can analyze large chunks of PPC data and generate reports — OpenAI’s Code Interpreter, for example. These tools can produce charts and graphs that let you quickly visualize your data.
By visualizing your data, you can find patterns and trends showing how to optimize your PPC campaigns going forward. That will lead to higher-quality campaigns in the long run.
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Get help upgrading your PPC campaigns with WebFX
Now that you know how to use AI for PPC, you can start gathering the right tools to help you upgrade your paid ad campaigns. But AI can’t do the job entirely for you — you’ll still have to put in plenty of work if you want effective PPC campaigns.
Alternatively, of course, you could hire a professional agency like WebFX. We have over 28 years of experience in the world of digital marketing, and we can drive more revenue for your company with our AI PPC services.
Matthew is a marketing expert focusing on the SEO & martech spaces. He has written over 500 marketing guides and video scripts for the WebFX YouTube channel. When he’s not striving to put out some fresh blog posts and articles, he’s usually fueling his Tolkien obsession or working on miscellaneous creative projects.
