Pay-per-click (PPC) advertising and Google Ads have become essential for businesses trying to reach potential customers online. With artificial intelligence (AI) and machine learning advancing, some worry that AI may take over PPC management completely. However, AI and humans each bring unique strengths to the table that allow them to accomplish much more together than either could on their own. This article explores why combining AI and human expertise is the future of PPC marketing.
How AI Helps PPC Marketing
AI has transformed PPC marketing by allowing advertisers to:
– Automate repetitive tasks like keyword research, manual bidding and possibly headline and assets creating freeing up valuable time and resources.
– Uncover insights from large datasets to inform campaign decisions.
– Personalize ads using advanced audience segmentation.
What AI Can't Do (Yet) in PPC Marketing
However, AI also has clear limitations:
1. It lacks human creativity needed for compelling ad copy
This is fast changing with ChatGPT writing ad copy! Ultimately though the insider business and product knowledge will continue to be relevant when it comes to speaking to actual customers and tailoring ad messaging to their needs.
It doesn't have full cultural/contextual understanding that impacts campaigns
Human understanding and sensitivity is still required to address the finer points regarding specific cultures and contexts that best serve marketing audiences.
It can't (yet) improvise solutions for unpredictable situations
Humans are still the best problems solvers despite rapid advancements in AI technology. Overall strategy is still in the human court for now as well as knowing which problems need addressing and which can be left to a later date.
AI is rapidly advancing though in all these areas so it will be fascinating to see how these skeptical points are addressed in the coming years!
Why Human Experts Remain Essential
Humans offer indispensable skills like:
– Crafting engaging, emotive ad creative
– Empathizing with customer needs
– Adapting strategically to changes in consumer behavior
Together, AI and Humans can:
– Automate menial tasks to focus human efforts more strategically
– Make data-driven yet creative decisions
– Continuously refine strategies as AI provides insights and humans adapt
Exciting Areas We Can Let Robots Takeover Soon
Search Engine Journal identifies 4 areas where PPC can be automated: Bidding, Creative, Audiences and Channels. The key takeaway is that AI is a net positive for increasing productivity for PPC managers and each area that can utilize PPC automation will only get better in the future, allowing for more strategic decision making.
– Human innovation and intuition are irreplaceable
Case Studies Prove AI + Humans Work
Netflix, Amazon, Spotify, and others show that blending AI personalization and recommendations with human oversight and creativity increases growth, retention, and engagement.
It’s good to keep in mind that PPC and AI work are always ending up in front of a real live human that interacts whether it’s an ad, content, or responsive personalization. The productivity potential of AI is really endless when this is kept in mind to ensure the best performance towards the end goal: more interaction and engagement with customers and audience that ultimately help them find what they are looking for online in a smooth and enjoyable way.
What Is The Future with AI + Humans?
As AI advances, the future roles look like:
– AI handling more tedious work, providing deeper consumer insights
– AI assisting human creativity
– Humans monitoring ethics
– Humans continuously learning to apply AI developments
The Future Is Here and It's Exciting!
The synergy between human and AI is the present and future of PPC marketing. Together, they can craft uniquely creative, personalized, and effective campaigns.
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Stay tuned for the next installment of our Google Ads series, where we delve deeper into the nuances of Merchant Center Policies. Until then, happy optimizing!
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