Perhaps no advancement over the past decade has had more of an impact on paid advertising, especially with Google AdWords and Facebook PPC than Artificial Intelligence (AI). This form of advancement in terms of technology has allowed for the compression of information so that becomes more easily accessible to marketers in helping them target the right audience.
What is AI in Paid Advertising?
AI is the advancement of research technology that brings together many different factors based on the internet habits of the user. In other words, it is the gathering of information on the personal habits of the potential customer so that paid advertising can be better directed at the right audience. There are ethical implications of AI as many feel that it crosses the line in gathering personal information. However, there is no doubt that it has helped improve the targeting of paid advertising efforts.
AI does more that break down the demographics, it takes every search you make and every page you visit and turns that into information about your personal habits on the internet. By not only addressing your actions, it also considers your vulnerabilities which means that paid advertising in places like Google AdWords and Facebook PPC becomes more potent in its effects.
Over the past few years, AI has had a major impact on the collection, interpretation, and distribution of the information provided to marketers so they can purchase advertising in the right places. While AI has undergone some fits and starts, it now is becoming more refined in its advancements.
How Google AdWords and Facebook PPC Have Been Affected by AI
The primary impact of AI on paid advertising has been information about the potential customer. Over the past few years, the effect of the paid advertising has grown considerably because the AI has been able to better target potential leads and customers to a far greater degree than before. This is not to say that paid advertising has replaced organic SEO in terms of marketing strategy, but there is no doubt that it has offered a positive impact which makes Google AdWords and Facebook PPC more effective in reaching the desired customer base.
This is not to say that AI has had a perfect run. After all, it’s only as good as the data that it collects. AI cannot tell the difference in many cases between biased and unbiased information. This means that it can be fooled by inherent biases that are sifted out by humans who process the data themselves. However, this is an issue that is becoming less of a problem as advances in AI have made it easier to spot biases in the information.
The future of AI in paid advertising is limited only by the ethical considerations of those who use it. This is because some of the data is personal in nature and much of it may or may not apply to the buying habits of the user. For marketers, the continuing advancement of AI technology means that they can enjoy greater depth and reliability in the information that is gathered and presented to help them make the best-informed decision.
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