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Artificial Intelligence (AI) in paid search marketing is going to be big this year.
AI is one of several PPC trends that experts point out will gain steam in the next year.
While anyone can leverage AI by using Google’s toolset for AdWords, building your own AI can be daunting, especially if you haven’t even made a lot of inroads in PPC automation.
So how can we get started on the path to improving our campaigns with AI?
Let’s make it a New Year’s resolution.
I read that one way to achieve New Year’s resolutions is to make them more attainable.
So while AI is the trendy topic in PPC, let’s start off the year with a more attainable goal that will get us on the right path. Let’s commit to adding some new form of automation to our PPC accounts.
Create a Simple AI Without Writing Code
Early versions of AI were based on hard coding lots of rules into a program.
The goal was to fully cover all possible scenarios and hence build a system that could make intelligent decisions in any situation.
That approach to general AI ran out of steam due to the fact that the real world is hard to describe in a set of clean rules. And even if all situations could be identified, combinatorial explosion makes it hard to write software that reacts to real-world scenarios in an acceptably quick manner.
Nowadays, a lot of AI are expert systems, meaning they are built to handle a specific task very well.
Instead of general AI, which might have the goal of managing all of AdWords, narrow AI seeks to solve a specific (narrow) problem, so its goal could be to help manage budgets.
So rather than setting ourselves a goal of automating an entire AdWords account, let’s automate some portion of it.
By going for a narrow AI solution, we’re making this resolution even more attainable.
And how could we do this without writing code? I’ll cover that in the section on Automated Rules under “How to Automate.”
What Can Be Automated in PPC
Tasks that are well-defined can generally be automated.
So if you follow the same process every time you’re managing bids, setting budgets, or finding new keywords to add as single-keyword ad groups (SKAGs), you can automate it in AdWords.
A good way to check if your process is tightly defined is to think about whether you could outsource a task. Yes, it’s not automation, but if someone else takes the…