Artificial Intelligence is becoming essential for digital marketing and touches every aspect of the industry. One of the main reasons advertisers must use AI is since Google and Facebook are investing hugely into developing their AI as the intelligence behind advertiser ad placement in search results or Facebook feed.
In the past digital marketing used to work fine with a “Do it Yourself” approach where Manual campaign management, buying directly from Google or Facebook would be sufficient for a brand or a store owner to stand out.
Things became more sophisticated as more advertisers and users relied on digital. Major ad platforms begun using big data and bid management algorithms, and the industry turned to working with what we can now call “Traditional Agencies” where the agency employed experts that performed these Manual Campaign Management tasks relieving brands from the need to become Digital Marketing experts.
Eventually, ad platforms faced the situation where the decision on ad placement could no longer be based on simple deduction. The plethora of information points relating to user behaviour and the huge amount of advertising content called for sophisticated ad placement on the side of the advertising platforms. Google and Facebook begun using AI to ensure their users receive the best and most relevant experience. Manual Campaign Management could no longer suffice and the Modern Agency developed where their experts use Automated Campaign Management solutions from companies like WordStream and AdEspresso are helping to implement advertisement strategies to enable their customers to stand out from the crowd at a reasonable budget.
The Modern agency however, had to further evolve as they too could make use of collected data. These are the “Vertical Partners”, digital advertising agencies using automated campaign management and own proprietary data.
The next step in this evolution is naturally to use AI also on the advertiser side. In the process of collecting data and measuring keywords, interests and ads performance, AI can now replace the PPC expert in using the Automated campaign management. A good Artificial Intelligence system with strong Machine Learning algorithms can perform far better than a human advertiser expert even when he is using the best available campaign management tools. The reason being simply due to the face that the AI agent can works diligently on thousands of advertised products simultaneously, making thousands of budget and revenue impacting decisions 24 hours a day 7 days a week.
Indeed, the race today is focusing on creating the best performing AI agent ensuring advertisers can improve their ROI and ROAS.