In today’s fast-paced world, where consumer behavior is constantly evolving, modern advertising has become increasingly driven by AI. From automated bidding and creatives to targeting on Search and fully automated cross-channel campaigns, understanding and influencing how Google’s AI operates is essential for maximizing business value.
Human Input is Key
With AI-powered advertising, the advertiser or agency managing campaigns remains in control. AI algorithms rely on marketers to set clear goals, supply quality data, and make necessary adjustments. A 2019 Boston Consulting Group study found that AI alone can improve campaign performance by over 20%, but human input can boost that performance by an additional 15% or more.
Start with Business Objectives
A strong foundation for automated advertising begins with goals that align with marketing and business objectives. This tells machine learning the desired outcome and helps choose the best automated bidding strategy to maximize value.
Build a Value-Centric Measurement Strategy
A value-centric measurement strategy helps assign value to consumer activities and optimize those values. Identify the most important conversion activity, such as eCommerce sales, leads, or store sales, and define value for these conversions. This approach allows you to create digital key performance indicators (KPIs) that align with your marketing objectives.
Fuel Automated Solutions
Google’s AI solutions have evolved, becoming more effective in fueling business growth. Think of it like transitioning from a meticulously pruned bonsai tree, representing the Age of Precision, to a towering sequoia, representing the Age of Prediction. This shift allows for more substantial growth with less manual oversight.
Power Growth with Human Input
Marketers have the tools to grow a sequoia for their business by using key AI solutions guided by human input. Use broad match keywords, input a strong creative strategy, optimize data, and maintain a clear account structure to improve campaign reach and user experience.
The Marketer’s Role in an Automated World
While AI drives better performance by incorporating consumer signals and executing in real time, it cannot automate strategy. That’s where marketers excel. AI allows marketers to adapt workflows and provides tools to guide strategic decision-making.
Embrace the future of advertising by combining the power of Google’s AI with the essential human touch to maximize business value and achieve growth.
Key Takeaways
- A modern advertising strategy is powered by AI, but human input is crucial for maximizing value.
- An AI-driven strategy should start with clear business objectives and performance goals.
- Google’s AI solutions have evolved to support significant business growth.
- Successful advertising managers adapt workflows and behaviors to leverage new tools, preparing for the future of advertising.
