The Rise of AI and Personalization in PPC Advertising
Despite the potential ban of TikTok in the US, changes to how Google Analytics tracks attribution, and the recent surge in AI technology, one thing remains steadfast: the ability of PPC advertising to generate results.
Recent advancements in PPC technology have made it possible for marketers to create more personalized and relevant ads, leading to increased engagement and conversions. Innovative brands must be aware of the latest trends in the personalization of PPC advertising.
The Use of AI in PPC Marketing
Machine learning and artificial intelligence are being implemented in some way in almost every digital tool. It’s still up to PPC advertising professionals (the human variety) to create campaigns, but we welcome the tools AI provides for campaign optimization.
Benefits of AI in PPC marketing include:
Improved Ad Targeting
AI analyzes vast amounts of user data to identify the most relevant audience, based on their behavior, demographics, and interests. Understanding these patterns used to take up a lot of marketers’ resources, but AI has streamlined this process.
Increased Ad Relevance
Machine learning analysis of user behavior reveals search query data that can increase the click-through rates and conversion rates of PPC ads. Bidding on the most relevant target keywords and phrases increases the likelihood that the ad is delivered to an audience who finds it appropriate and actionable.
Better Ad Placement
A better understanding of who should see the ad, and what those people are searching for, is rounded out by AI’s insights into where those people see things most. Optimizing the ads’ placement based on user behavior helps increase their visibility and effectiveness, therefore reducing wasted ad spend.
Improved Ad Copy
Google Ads has switched the format of its text ads exclusively to Responsive Search Ads, which are combinations of ad copy and headlines that are paired together in real-time, based on what machine learning thinks will convert best. In other words, people write a few versions of ad copy and AI decides how to present them to users, improving their conversion likelihood.
Automated Bid Management
AI-powered bidding tools analyze data in real-time and adjust bids on keywords accordingly. These dynamic optimizations maximize a campaign’s return on investment (ROI) and improve its overall performance. Gone are the days of manual bid management, keyword by keyword, week after week.
Increased Emphasis On Personalization in PPC Advertising
The availability of user data and growing expectations among consumers for customized online experiences are increasing an emphasis on PPC personalization. Personalizing ads based on user demographics and behaviors will make them resonate with their intended audience, driving desired results.
Examples of Personalized Details in PPC Marketing Campaigns
Here are a few ways PPC marketing is becoming more personalized:
- Audience targeting. Google Ads, Facebook Ads, Reddit Ads, and Pinterest Ads are just a few examples of PPC platforms that allow advertisers to choose hyper-specific audience segments for their ads. Choosing an audience that’s relevant to your brand and product, based on their demographics, interests, and behaviors, can increase impressions, clicks, and conversions.
- Landing pages. Personalized landing pages tailored to specific audience segments or search queries increase the relevance of the ad and user experience, leading to higher conversion rates. Think about how you view product pages – the more the content and imagery resonates with you and your pain points, the higher the likelihood that you’ll act on it!
- Dynamic ads. Ads that are generated on the fly based on a user’s behavior with products or services relevant to their interests are called dynamic. Dynamic ads are especially effective for e-commerce brands. These ads have the least amount of human interaction and usually populate themselves based on product catalogs or other automatic feeds.
- Retargeting. Retargeting involves reaching users who have interacted with your brand once before, with advertising. For example, if a user visits your website and then closes out before making a purchase, an ad showing the products or services they were viewing may be served to them on a social media network or website. Retargeting ads can even include a personalized offer or discount, increasing their personalization.
Personalization in PPC advertising is profitable and it has been proven in research. One study found 90% of consumers considered personalization in ads appealing and made them more likely to be a customer!
Integration of Voice Search
Voice search is rapidly changing the approach of digital ads, by providing marketers with new opportunities to create personalized PPC campaigns that match a user’s intent.
Here are examples of voice search personalizing PPC ads:
Natural Language Queries
Voice search allows people to request information using the language they are most comfortable speaking. Additionally, people tend to speak more conversationally in voice searches than typed-out queries which allows marketers to identify new long-tail keywords and create ad copy that reflects users’ needs based on those phrases.
Voice search is the safest and easiest way to gain information when you’re occupied with something else, such as driving a car or packing up the family to leave the house. This is a time when local searches such as “gas station nearby” or “kid-friendly restaurant near me” are often conducted by voice. When optimizing PPC campaign keywords for location-based businesses, it’s important to consider how people might find your company using voice search.
If a person frequently asks for product recommendations from Alexa through the smart speaker in their living room, advertisers can target them with personalized ads for relevant products. How many times does it seem like you see an ad for something that you were just talking about with someone? This may be why.
Google Ads even has an ad format that allows users to interact with ads using voice commands. This format requires advertisers to set up a conversation flow that responds to a user’s commands and provides an interactive advertising experience.
As voice search continues to grow in popularity, targeting and personalization in PPC advertising will likely increase based on user behavior. Brands can stay ahead of the curve by optimizing PPC campaigns for voice search before their competitors catch on.
New Features In PPC Video Advertising
Innovative brands are actively incorporating more videos into their social media channels, website pages, and digital advertisements. Videos are more engaging than static image and text ads, and allow advertisers to pack in a lot of information in a short amount of time.
The biggest growth marketing trend in PPC video advertising in 2023 is interactive features, such as clickable calls-to-action, polls, and quizzes. These interactive features create a more personalized and engaging encounter for the user as they allow them to choose the ad experience they will resonate with the most.
Adopting PPC Growth Marketing Strategies
The benefits of these trends toward personalization in PPC advertising are clear, and now it’s time to add them to your brand’s marketing plan. Launching a robust PPC campaign that incorporates machine learning, voice search optimization, interactive video features, and increased personalization is a big task to undertake.
Our experts have optimized over 500 PPC campaigns…and counting! Let’s start a conversation about how we can develop an innovative strategy unique to your brand’s growth goals.
What are the benefits of AI and personalization in PPC marketing campaigns?
AI integrations in pay-per-click advertising platforms has taken some of the heavy lifting involved in campaign optimization off of marketer’s plates. Machine learning’s increased understanding of user behavior and preferences has led to personalization in PPC ads that result in higher engagement and conversion rates. In simple terms, AI is helping brands by presenting their target audience with ads the audience is interested in.
Do startups need PPC advertising?
Startups should consider incorporating PPC advertising into their marketing strategies because it will help increase their reach to targeted audiences. When an agency partner works with a startup to create PPC ads, they should research and optimize identified keywords frequently, depending on results of campaigns.
Does GA4 make PPC ads less personalized?
Despite a shift in user reporting variables, GA4 is actually providing more personalized insights and metrics to help marketers optimize PPC campaigns for more relevant and effective ads. GA4 uses more machine learning algorithms than its predecessor, Universal Analytics, and tracks engagement rates more closely through a user’s scrolling, clicking, and other interactions.