Ivan Burach, Head of PPC:
The future of online advertising is certainly in the effective integration of AI capabilities into marketing processes. In reality, algorithms first learned to select a bid per click, then learned to select an audience for display, and are now approaching the generation of creatives, which will completely complete the cycle of creating an online campaign.
However, each taiyuan cell phone number list product is quite unique, and many businesses (especially small ones) will have difficulty using the algorithm due to the very limited amount of data for optimization and finding patterns in the ad campaign data. Large businesses will use algorithms more effectively, but still, every marketing team will be focused on finding out-of-the-box ideas (and not just hoping for efficiency from Google's AI optimization or Meta Ads).
I can't share clear expectations for the tools: there is a lot of news every day, and it is quite difficult to predict the future even a year in advance. However, I am sure that there is a place for digital specialists in this new reality now, and there will be later.
We, as now, will inform businesses about the possibilities of online advertising: we will explain the mechanisms of the tools and take responsibility for investing budgets with the best possible result. The essence remains, the form changes.
I can advise all specialists to subscribe to several channels in social networks or messengers that will inform you about new products. For example, our channel "Marketer 2.0» definitely won't miss any interesting new products
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Read also : 9 PPC Trends for 2023 That Are Important to Consider When Forming a Strategy
Will AI-powered advertising automation replace human PPC specialists? How can all parties use the technology to maximum effect?
Ekaterina Galstyan, Strong Middle PPC:
Of course, the emergence of artificial intelligence can become a factor in reducing the need for specialists performing routine tasks: collecting and segmenting the semantic core, writing ads, working with large amounts of data, etc. The use of AI technologies accelerates these processes and reduces the risk of making mistakes that an employee can make due to certain factors. But in my opinion, artificial intelligence cannot completely replace a PPC specialist in the labor market.
The main value of a person and its difference from AI is the presence of critical thinking, creativity, creativity, the ability to form strategies. Artificial intelligence cannot do this. The use of AI technologies can speed up routine tasks by automating processes and provide an opportunity for a PPC specialist to invest his time in the strategic development of projects.
The use of artificial intelligence in the advertiser's work minimizes errors in routine tasks and allows to obtain a more complete range of data than a specialist. As a result, it is possible to obtain a higher-quality result in a shorter period of time. A specialist, for his part, speeds up the execution of routine tasks, offers more interesting solutions based on high-quality research. Therefore, as a result, the value of the product becomes higher.
Will AI change online advertising, display algorithms? What are the advantages and disadvantages for advertisers?
Vladislava Railko, Senior PPC & Team Lead:
Artificial intelligence has long been integrated into advertising display tools and algorithms. For example, the same adaptive search ads in Google or intelligent bidding strategies based on machine learning.
In such cases, AI is very helpful – machine learning algorithms analyze huge amounts of data and automatically optimize campaigns based on the data (for example, rates, ad object combinations, etc.). This significantly helps to reduce the manual work of a specialist.
As for the shortcomings, I, for one, am waiting with apprehension Google's AI-accelerated search. Google announced it in May 2023, and visually we can see that at the top of the search results there will be an AI-generated block that can select the most relevant user products.
For e-commerce projects, this could be a great opportunity to promote their products to customers who are used to making emotional purchases. But the AI search engine will push snippets down, including ads, which could impact the effectiveness of advertising campaigns.
In any case, working with AI in advertising is our reality, and in the future this cooperation will be even closer. Therefore, it is important to think about how to use new technologies to achieve maximum results!
How can AI technologies be used to solve PPC specialist problems?
Dmitry Zagorulko, Senior PPC & Team Lead:
What AI is really good at these days is processing and structuring data. Intelligent bidding strategies can evaluate many more factors at the time of an advertising auction than even the most experienced PPC specialist.
At Webpromo, we also use AI tools, in particular for processing and structuring data when preparing promotion strategies for our clients, as well as when writing ad texts. But with the latter - very carefully. Unfortunately (or fortunately), AI is not very strong in creativity yet, so it copes well when it is necessary to summarize a large advertising text into short theses. But when formulating a USP from scratch, the results are very weak: the texts are too extensive, do not convey value, do not catch.