The AI optimized Google Ads landscape

 

Sometimes, a major event occurs that has a transformative effect on the digital landscape. Paid search in London —we're talking digital on a global level here—has altered forever, and here's why.

 

The COVID-19 pandemic caused a significant global crisis, which led to increased e-commerce sales. In turn, this increase has subsequently given a real sense of urgency towards the shift businesses had already been making in leveraging the power of artificial intelligence (AI) to further optimize Google Ads.

 

This is not a new concept. The digital landscape has become far more data-driven over the last two or three years, however, the push towards incorporating these data-focused trends into daily practices for digital professionals has been significant over the past 12 months.

 

 

So, what exactly has changed?

 

The dynamics of the digital market have been transformed in numerous ways. Notably, digital experts are confronted with a slew of new obstacles, including figuring out how to adjust to shifting consumer purchasing habits and how to take advantage of some of the more unconventional ways to attract new clients that are now available.

 

Additionally, marketing budgets have been shifting dramatically, an increase in social media ad spend has further heightened competition in this sphere and pay-per-click (PPC) keyword bidding has been extremely unpredictable. And that is just the tip of the iceberg.

 

All this means that the digital landscape is now even more fast-paced than it was a year ago, and businesses that are struggling to adapt will simply be surpassed by those that are more agile and innovative.

 

 

The potential of AI for effective Google Ads optimization

 

With new opportunities arising all the time for businesses to increase the value of their digital strategy, it is important to implement robust and agile optimization tactics to drive a better return. To do so, you'll need to be able to dig deep into your business's essential data and use it wisely.

 

AI can continuously monitor Ad campaigns on a granular level, and this process will allow it to become even more knowledgeable over time. Strong AI will consistently flag new opportunities and possible refinements, thereby increasing return on ad spend (ROAS) all while allowing digital professionals to place their efforts into strategic development.

 

When Facebook and Google have been dominating -and to a large extent dictating- advertising spending and the level of success that these investments can deliver, AI could help businesses regain some control over their customer acquisition strategies.

 

 

AI and the changing nature of determining campaign success

 

Historically, many businesses have judged the success or failure of a campaign based on the number of conversions that were generated. While conversion metrics are vital to understanding, AI technology may provide a much broader perspective and assist organizations in optimizing ad campaigns that will continue to drive success into the future.

 

How exactly can it do this, we hear you ask. Simply by looking at customer data in minute detail alongside third-party data to build up a comprehensive image of an entire customer base. This data can be used to forecast a variety of things, such as product preferences and the likelihood of a purchase.

 

Notably, this information can also allow businesses to optimize ad campaigns to reach a variety of other objectives, including profit. So, businesses will find it easier to appeal to and successfully acquire higher-value customers, which will likely impact brand loyalty, boost profits, and positively enhance retention rates.

 

 

Looking for teams offering expert paid search in London?

 

Finding the right team of professionals delivering first-class paid search services isn't always an easy task. However, it has become evident that agencies that grasp the power of AI and how to use it are no longer the way of the future. Instead, they are the present, and they are already sitting at the heart of the industry.

 

So, you need to know that the expert paid search in London services you are investing in are robust enough to drive the ambitious outcomes you need to see. If you partner with a team that doesn't understand the potential of AI, you will very quickly find yourself being outperformed by other businesses within your niche.