AI and digital marketing
AI, according to Demis Hasabis, the founder of the artificial intelligence company DeepMind, which was acquired by Google, is defined as follows:
artificial intelligence is “the science of making machines intelligent.” If you plan to have a say in the world of advertising, the use of artificial intelligence is one of the requirements of today’s world. Artificial intelligence in advertising helps us to manage and analyze the data of our different advertising channels.
It also helps us to define the target audience of our ads based on the analysis of a huge amount of data.
In this article, we will get to know the concept of artificial intelligence, the applications of artificial intelligence in advertising, and examples of it that can help us.
What is artificial intelligence?
Artificial intelligence is machines that can perform human analytical tasks. Tasks such as: reading, writing, understanding the text, seeing and identifying objects, listening, and understanding language.
Basically, artificial intelligence is what allows machines to learn. Unlike traditional technology, AI can identify patterns in data, then learn to make predictions based on those patterns. It can then learn from its results to make better and better predictions over time.
At first, this concept may seem complicated to you. But you need to know that you use artificial intelligence many times a day!
Gmail and Google Docs, for example, use artificial intelligence to understand what you’re typing, then predict what you’re about to type.
If you use an iPhone, you need to know that Siri uses artificial intelligence to understand voice commands and predict what answers make the most sense.
Why is it necessary to use artificial intelligence in advertising?
In the past, advertising was done only with the help of graphic designs and copywriting. But gradually, it became important for advertisers to know how to spend their advertising money to get the most return.
For this, you need to be able to analyze a lot of diverse data and predict which ads can give you the most return. This is where artificial intelligence in advertising comes to your aid!
AI enables targeted marketing campaigns by automatically identifying consumer preferences and behaviors. By understanding customer preferences and behavior, advertisers can create more personalized ads that are more likely to be effective.
In the current digital wave, brands are using machine learning techniques to improve ad targeting. According to The Times of India, “AI is expected to account for up to 80 percent of global ad spending worldwide.”
Also, artificial intelligence in your ads will help you to convey your message to the customer in a concise and convincing way.
For a better understanding, suppose your customers are the 18-24-year-old Iranian community. In order to carry out effective advertising, you need to know what interests this community has, what platforms it spends most of its time on, what kind of images attract its attention, etc. With this information, you can accurately influence your audience.
If you want to collect this information yourself, you will probably need to talk to a large number of people in this community or distribute questionnaires to measure these things. But artificial intelligence will help you analyze the data of millions of 18-24 year old audiences in the best way in a short time.
In the advertising industry, are humans stronger or artificial intelligence?
When it comes to creativity and strategizing, we humans are great. In a time when advertising was limited to writing great slogans, humans could do great things.
But today’s world is the world of data analysis. We can’t analyze all the data we have now quickly enough to take action to improve campaigns. We can’t manage hundreds or thousands of ad types, targeting, and budgets to get the best results.
Artificial intelligence can do all these things and more. That is why we seriously advise you to look at artificial intelligence as a powerful tool that multiplies your ability and speed and take advantage of artificial intelligence in your ads.
How can we use artificial intelligence in advertising?
Forward-thinking companies are using AI to:
Allocation of advertising budgets in channels and among different audiences
Automatically adjust advertising budgets to meet KPIs
Finding new advertising audiences and opportunities
Accurate definition of audience persona
Analyzing competitors in terms of their advertising costs, creatives and strategies
Creative copywriting
Personalization of advertising messages and images for consumers
Predicting the performance of ads before launching a campaign
Using retargeting in advertising
You can do these things too.
Tools for using artificial intelligence in advertising
In the continuation of this article, we will introduce you to the cases and tools of artificial intelligence in advertising.
Creating textual content with the help of ChatGPT
You can entrust the task of generating your simple text content to artificial intelligence tools. Currently, various news agencies are using this technology in the field of news such as announcing the results of sports competitions and financial markets. The most important advantage of this method is the reduction of content production costs.
The newest artificial intelligence tool for content creation is ChatGPT. This artificial intelligence, which is a natural language processing system, is growing rapidly. On the other hand, the more this artificial intelligence is used, the better its processing power will be.
To use this artificial intelligence in advertising, go to openai.com. Then choose chatgpt from the bottom menu.
During these steps, you need to change your IP to a country other than Iran.
Next, choose your email and password. After confirming the email, it’s time to choose a username.
At this stage, it is necessary to use a number outside Iran. For this, you can get a virtual number by searching on Google.
Congratulations! Now you can ask ChatGPT your questions and also ask him for help in writing an article.
This artificial intelligence can help you in advertising, but you need to remember a few things:
To produce smooth and functional content, it is necessary to rewrite the produced content.
In order to get good output from this artificial intelligence, you need to ask him clear and appropriate questions.
If you ask him the article you want in the form of several detailed questions and finally combine the answers, you will get a better result.
Be aware that this artificial intelligence has the possibility of producing fake news.
You can also use this artificial intelligence for math, physics, programming, etc.
Optimizing ads with the help of Albert
When we talk about the use of artificial intelligence in advertising, the production of creative advertisements is probably a step that will not be done by artificial intelligence anytime soon.
But creative optimization of ads is an area where artificial intelligence can help us a lot. Artificial intelligence helps us compare the feedback of two ads in terms of determining the optimal size and font, better color, etc. and optimize our ads.
Albert is an artificial intelligence that helps us in this field. “Albert is more methodical than humans,” says Nir Huberman, vice president of product at Albert AI, a division of marketing and publisher Zoomd. It analyzes and analyzes every potential parameter that affects performance and tests each one.
Suppose you can test several different advertising banners and then, with just a few clicks, you can check which one has attracted more audience attention. That’s what Albert AI does for you.
Albert helps marketers and agencies in different ways. From defining campaign and messaging strategies to creating and optimizing ads across audience segments and platforms. Working 24/7 to continuously optimize campaign performance, Albert’s AI complements marketer and agency teams, giving them the insight to become smarter as well as more efficient and effective.
Dynamic search ads using Google artificial intelligence (DSAs)
Dynamic Search Ads (DSA) are search campaigns that work against conventional search strategies.
Typically, you do your keyword research, group your keywords, and then match your ad and landing page copy to the ad group.
With DSAs, all you have to do is select the landing pages you want to promote and Google will do the rest. Google’s AI scans your landing pages, selects keywords for you, and then creates accurate ad headlines.
For more confidence, you can start by trying this AI for a small part of your site or maybe your blog or resources and see how it does most of the work for you. Just make sure to remove irrelevant keywords or even pages you don’t want to promote.
Using DSA campaigns saves time searching for new keyword ideas and writing ads.
How to create a dynamic search campaign?
- Sign in to your Google Ads account.
- From the menu on the left, click on Campaigns.
- Click the plus button, then select New Campaign.
- Select one or more goals for your campaign. Or click Create campaign without a target to continue without a target.
- Optionally, in the “Choose the results you want from this campaign” section, check the box next to the actions you want customers to take after seeing your ad (for example, website visits, phone calls, or app downloads).
- Enter the relevant details.
- Select Search as your campaign type.
- Choose whatever results you want to get from the campaign.
- Click Continue.
- Name your campaign and enter the locations you want to target, the languages you want to use, and your budget.
- If you want Google to optimize your bids, in the “Bidding” section, choose an automatic bidding strategy. Target CPA or advanced CPC options can be a good choice.
- Enter your bid limit (optional) and budget.
- Click Save and Continue to enter the next step.
- Review your campaign settings and click Publish Campaign.
- After creating your new search campaign, click Settings from the page menu on the left.
- Choose dynamic search ad settings.
- Enter your website domain and select your website language.
- Click Save.
Today, the use of artificial intelligence in advertising has become a necessity. If you want to stay ahead of your competitors, we suggest you start working with AI advertising today.
