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5 Effective Ways to Manage Your Google Ads Budget (Pros, Cons & Pro Tips)



5 Effective Ways to Manage Your Google Ads Budget (Pros, Cons & Pro Tips)

Even before you write your first PPC ads, one of the first things you must plan is how much you can spend on your new campaigns each month. There are several factors to consider in creating your first budget for your PPC campaigns, including traffic volume, estimated cost per click, local competition, and expected performance. But once you’ve got that PPC budget decided, how do you properly manage it in Google?

That answer is a surprisingly complex one! And many advertisers often struggle to avoid overspending in Google Ads once their accounts are pushed live. Luckily there are several different tactics to help you control your total budget within your Google Ads accounts, each with its unique advantages and disadvantages.

Read on to learn about five strategies for effective budgeting in Google Ads.

Table of contents

  1. Campaign daily budgets
  2. Shared Budgets
  3. Campaign total budgets
  4. Automated budget rules
  5. Monthly account spend limits

1. Campaign daily budgets

The default and most traditional way to manage your spend in Google Ads is using a daily budget. When you create your first campaigns in Google Ads, you most likely set them up with their own daily budget. Daily budgets are also commonly used in Microsoft advertising, Facebook ads, and many other platforms using a similar approach.

How campaign daily budgets work in Google Ads

Every campaign in Google Ads can have its own budget. Rather than just inserting your annual or monthly budget directly into the campaign, Google asks you to calculate how much you’d like to spend each day. Divide your monthly budget by 30.4 (that’s the average number of days in a month) and set that as your daily budget for your campaign. Google will make sure that you aren’t charged for more than 30.4 times your daily budget in a month.

google ads set average daily budget

However, your campaign’s daily budget isn’t a cap on what you can spend on any given day. Instead, Google may spend up to twice as much as your daily budget on any given day! Over the course of the month, Google may overspend or underspend your daily budget on any given day depending on when search traffic might be higher. Although on any given day, you may spend more or less than your budget, this will average out over the course of the month and Google won’t charge you more than 30.4 times your daily budget.

google ads budget strategies - average daily budget

An example of how much your $10 daily budget may spend over the course of a month, via Google.

What are the advantages of using campaign daily budgets in Google Ads?

Daily budgets are used by most advertisers for a good reason: They’re flexible and easy to control. With each campaign having its own budget, you can also adjust them at any time as you evaluate each campaign’s performance.

👆 Speaking of performance…

See how your Google Ads campaigns are really performing with the Free Google Ads Grader!

What are the disadvantages of using campaign daily Budgets in Google Ads?

If you have multiple campaigns in your Google Ads account, each one with a daily budget that might overspend or underspend can make managing your total spend difficult. It can be hard to forecast exactly how much you’re going to spend if at the end of the month each campaign might spend between zero and twice your daily budget. As your account grows in size and complexity, your spend may become increasingly variable and hard to predict and managing these individual budgets can take up a lot of time.

Note that the Google Ads budget report can be helpful here in projecting what your spend will be.

google ads budget report - future projected spend view

Who is campaign daily budgets best for?

Daily budgets can be ideal for small business advertisers running only a few campaigns and can tolerate slight fluctuations in their overall spend. Daily budgets are also great for campaigns that have consistently good performance or for marketing efforts that have their own dedicated budget.

2. Shared Budgets

Shared budgets were introduced in Google Ads later to help advertisers manage multiple campaigns within their account easier.

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How shared budgets work in Google Ads

Rather than assigning each campaign its own budget, you can create a shared budget in Google Ads and have multiple campaigns use the same daily budget. For example, rather than giving five campaigns each their own $10 daily budget, advertisers can create one $50 budget and apply it across all five campaigns.

These campaigns will share this larger budget each day and each campaign may spend a different amount. Shared budgets follow the same rules as campaign daily budgets and can similarly overspend or underspend on any given day.

google ads budget strategies - shared budgets

To create a shared budget, navigate to the Tools and Settings icon in the top right corner within Google Ads. From there, Select Shared Library > Shared Budgets

google ads budget strategies - shared budgets

Here, you can create a new budget and apply it to any number of active campaigns. If you ever want to add a new campaign to an existing budget, you can edit the budget and include the new campaign in this shared budget.

What are the advantages of using shared budgets in Google Ads?

Shared Budgets can massively reduce the complexity of managing individual budgets as your account gets larger. They can also help allocate your budgets more efficiently between campaigns of different sizes as campaigns that have more volume will be able to pull from a shared budget with smaller campaigns that might otherwise underspend.

What are the disadvantages of using shared budgets in Google Ads?

The main disadvantage of a shared budget is that you lose some control of the performance of individual campaigns. That $50 shared budget across five campaigns is unlikely to spend an even $10 across each campaign. It’s entirely possible that one campaign might spend $48 of that entire budget, leaving the other campaigns hardly showing on a given day! A well-performing campaign with less volume might be “bullied out” of a shared budget by a larger campaign!

Additionally, campaigns that use some automated bidding strategies can’t be added to shared budgets. Google recommends creating portfolio bidding strategies for campaigns using these shared budgets to help balance the shared goals of the campaigns united under this budget.

Who is campaign daily budgets best for?

Shared budgets can be great for advertisers who want to reduce the complexity of managing multiple campaigns and separate budgets. They’re particularly great if you have several campaigns that share roughly the same goal and expectation of performance.

Your best-performing campaigns—such as your branded campaign—might have great ROI even if they spend less than some other campaigns. For this reason, it’s often best to have some campaigns continue to have their own separate daily budget even if most of your other campaigns use shared budgets.

3. Campaign total budgets

It can be tough to plan out budgets daily for some campaigns, especially if you only plan to run them for a short period of time. For some video campaigns, advertisers can create a campaign total budget instead of a daily budget.

How campaign total budgets work in Google Ads

Video campaigns with a set start date and end date can skip the budgeting math of what a daily budget looks like. Instead, within their budget settings, these campaigns can be set with a unique campaign total budget within Google Ads. From here, they can set the total amount that they’d like to spend on their video campaign during its limited run. Google will try to spend your total campaign budget evenly until the set end date.

google ads campaign total budget

What are the advantages of using campaign total budgets in Google Ads?

Campaign total budgets nearly erase the stress of having to manage a daily budget for these video ads. It also gives Google more flexibility to adjust what you spend on a given day to make sure that a slow day doesn’t prevent you from reaching your total budget at the end of a campaign.

Additionally, since the start and end dates are more flexible, you don’t need to fret over how Google splits your budget up during any typical monthly period.

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What are the disadvantages of using campaign total budgets in Google Ads?

Notably, campaign total budgets are only available on video campaigns and require a start and end date. Your evergreen campaigns can’t use campaign total budgets.

Additionally, you can not change your campaign total budget to a daily budget once it’s been created. This makes these campaigns using a total budget less flexible as they can’t easily be extended past their original end date.

Who is campaign total budgets best for?

Campaign total budgets can be ideal for short-run video campaigns with a preset budget. This makes them perfect to promote an upcoming sale, event, or product launch to create hype and brand awareness for a limited time with unique creative.

Automated budget rules

Automated rules in Google Ads can ease the burden of a lot of tasks for advertisers. Automated rules can help advertisers monitor, increase, decrease, or pause their budgets depending on any set of preset criteria.

How automated budget rules work in Google Ads

From the campaigns tab in Google Ads, automated rules are hidden under the right-most “More” icon. From there, select “create an automated rule.”

google ads budget strategies - automated rules

From here, you can create a rule. Effectively, you’re telling Google to perform some action to some campaigns, given some condition, at some time.  Vague? Let’s break that down:

  • Apply to (required): Select whether you want Google to make this change across every campaign or a selection of campaigns whenever this rule runs.
  • Action (required): What is it that you want Google to do for you? Your options are:
    • Enable campaigns
    • Pause campaigns
    • Change budgets
    • Change labels
    • Send email
  • Conditions (optional): What must be true for you to allow Google to make this change in your account for you? You can set these rules to run based on the performance of these campaigns, such as how much they’ve spent or how well they’re performing at the moment.
  • Frequency (required): Effectively, how often do you want Google to check these conditions and run this rule? If there are no conditions set – then Google will always perform this action at time. Rules can be set to run monthly, weekly, daily, or even hourly. Rules can also be scheduled to run once at a set time.

Combined, this logic can help automate budget management a lot easier across an account. For example, let’s say you wanted Google to alert you and pause your campaigns if they ever spent over $5,000 a month. That task could keep a diligent account manager up late at night as they approach $5,000 at the end of the month – but an automated rule can let them sleep easy at the end of the month. That rule is included below:

1676400400 749 5 Effective Ways to Manage Your Google Ads Budget Pros

What are the advantages of using automated budget rules in Google Ads?

Automation in Google Ads is a touchy subject, but automated rules are nearly infinitely flexible, particularly when managing a budget. You can use them to alert you when your ad spend is approaching your planned budget, pause campaigns that have hit their planned budget, or even adjust your campaigns budgets depending on metrics like conversions or CPA. These conditions can help account managers define their guardrails for what they choose to automate and can help avoid difficult situations like overspending their planned budget or wasting too much money in an underperforming campaign.

What are the disadvantages of using automated budget rules in Google Ads?

Automated rules can be great, but innocent mistakes can make for disasters. Whether you’re new to this type of automation or not, my best advice is to read your automated rule outload before you hit submit.

Say “I want you to Action to these campaigns at frequency so long as condition is true using data from this time.” It sounds mechanical because it is! Even a small mistake here can lead to some very unfortunate results. Raise your budget 10% every hour if last month’s CPA was good? Yeah, it can and will happen and that will be a tough one to wake up to.

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Also, if you share the responsibility of managing your account with several people, be sure to keep them all informed if you have any kind of automated rules running. These rules are designed to post these changes regularly and your team will be confused if these campaigns are starting or stopping without them while you’re on vacation!

Who are automated budget rules best for?

Automated budget rules are great for advanced users, particularly for account managers who have multiple other responsibilities or manage multiple client accounts. Use them as a guardrail to prevent overspend and alert you when things are off-pace.

Start simple with your automated rules and then as you get comfortable, test out some more features to help you manage these accounts.

Monthly account spend limits

Google’s newest tool to manage your ad spend is its monthly account spend limit. It was slowly introduced in accounts throughout 2021 with little fanfare and is still highly underutilized!

How monthly account spend limits work in Google Ads

Google now allows advertisers to set a monthly spend limit across all of the campaigns in their account, which will prevent their campaigns from spending any more than that limit in any given month.

This spend limit is independent of all of your campaign budgets and will effectively stop your ads from running mid-month once you’ve hit this limit and not spend a penny more until the first of the next month. Next month, your ads will resume and will continue to spend until you hit your monthly account spend limit again.

To set up a monthly spend limit in Google Ads, select Tools and Settings from the top toolbar, then navigate to Billing > Settings. From here, you can enable an account spend limit and set the maximum amount you want to spend in Google Ads in any month.

google ads budget strategies - monthly spend limit

Advertisers can change or disable their account spend limit at any time, even if you have already spent your original limit for the month.

What are the advantages of using monthly account spend limits in Google Ads?

Monthly account spend limits are a great at preventing overspending in your Google Ads account. Unless you’ve got a very flexible ad budget, setting a monthly account spend limit in your account can prevent Google from running away with the combined campaign budgets across your account.

What are the disadvantages of using monthly account spend limits in Google Ads?

Monthly account limits are a hard stop to ALL of your campaigns if they’ve been spending too much mid-month. Even your best performing campaigns or your upcoming campaigns won’t show ads once you’ve hit your account spend limit. The account spend limit is a very powerful tool – so be mindful when you set it! If you’ve got flexibility to continue to spend in Google Ads if performance is good, then be sure to set your monthly spend limit high or consider passing on this feature.

Who is monthly account spend limits best for?

Most advertisers can benefit from setting an account spend limit, if only to prevent themselves from spending well above their planned budget. Keep in mind that an account spend limit isn’t a replacement for proper campaign budget management! You’ll need to continue to optimize each campaigns’ budget to ensure you’re getting the best ROI out of your ad spend on Google Ads.

While there’s no one “right” way to manage your budgets in Google Ads, there are a number of different strategies and tactics to use to avoid accidently overspending your limited ad dollars. Here are the strategies we covered in this post:

  1. Campaign daily budgets
  2. Shared Budgets
  3. Campaign total budgets
  4. Automated budget rules
  5. Monthly account spend limits

Consider the size of your total budget and number of campaigns to pick which budget strategies work best for you. Keep in mind that as your account grows, the strategies you used may need to change as well, so be sure to revisit these strategies regularly!

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How to Use the Facebook Ad Library to Improve Your Ads



How to Use the Facebook Ad Library to Improve Your Ads

More advertisers than ever rely on Facebook to promote their products and services to their customers. Over 10 million businesses advertise on Facebook and Instagram, and that number has nearly tripled over the past seven years.

Some veterans of Facebook advertising remember a time when costs on Facebook were cheap and ROI was unlimited. While Facebook advertising is still a really worthwhile investment for most businesses, the constant influx of new advertisers is pushing costs up and making the network more competitive. Last year, in 2022, Meta announced that CPMs on Facebook Ads increased by 18% 

Advertising on Facebook and Instagram increasingly means having to outperform your competitors. Luckily, there’s an underused tool for advertisers to level the playing field and see exactly what ads your competitors are running in the Facebook Ad Library. But that’s not all the Facebook Ad Library can help you with…

In this post, I’ll share:

  • What the Facebook Ad Library is
  • How to find your competitors’ ads in the Facebook Ad Library
  • 4 more ways to use the Facebook Ad Library

Let’s dive in.

What is the Facebook Ad Library? 

The Facebook Ad Library is officially named the Meta Ad Library. It’s a free tool where users can search and view active and past ads from any advertiser. It was originally launched in 2018 for ads related to political and social issues, but it has since expanded to include all advertisers on Meta’s platforms.

meta facebook ad library homepage

Facebook launched the Ad Library to increase transparency for its users. You can access the Facebook Ad Library directly at 

How to use the Facebook Ad Library

The Facebook Ad Library is a free, completely exhaustive, and transparent look into any advertiser on Facebook or Instagram.

Here’s how to use the Facebook Ad Library.

Open Facebook Ad Library and search

The first step is simple: Navigate to Meta Ad Library at 

Within the Facebook Ad Library, you’ll notice the search bar. Start out by selecting a country you want to see ads for and then select “All Ads” from the adjacent dropdown.  

meta facebook ad library search bar screenshot

Type in a business name (like a competitor) or a specific topic or keyword in the search bar.

From there, you’ll be able to see all the relevant results for your search.

Click on a result

Each card includes details for different ads, including information like: 

  • Is the ad active or inactive?
  • When did the ad start running? If inactive, when did it stop running?
  • Which platforms (Facebook, Instagram) the ad ran on
  • If the ad was flagged for any special categories (such as credit, employment, housing, or social issues)
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example of facebook meta ad library result detail card

Additionally, beneath each ad in the Meta Ad Library, you’ll notice a “See ad details” button. Clicking that button will let you explore any variations of that ad running with different media, headlines, descriptions, or calls to action. 

Add a filter

If you want to narrow down a specific element of the resulting ads, you can also add a filter from the Facebook Ad Library. With filters, you can review their specific ads by: 

  • Language
  • Platform (Facebook, Instagram, Audience Network or Messenger)
  • Media (Images, memes, images and memes, videos, and no image or video)
  • Active status (Active or inactive)
  • Active date (Any timeframe from the past seven years)

meta facebook ad library filter

How to use the Facebook Ad Library to find your competitors’ ads

When it comes to doing research on your competition’s Facebook Ads, there’s no better place to start than using the Facebook Ad Library.

To see what ads a company is running on Facebook Ads (if any), you’ll navigate to the Ad Library, select the country your competitor is targeting with ads, and type in their business name.

Bear in mind that their ads will likely be linked to their Facebook page and will share the same name. 

From there, you’ll be able to see all the associated ads for that advertiser from the past seven years. For instance, Comcast Business’ ~130 ads are all publicly available here:

meta facebook ad library results for comcast business

You can then click on each card to see details or use filters to find out even more information about your competitors’ ads.

Using the filters, you can view a competitor’s entire creative strategy from text, image, and video as well as see what ads they ran in past years during specific holidays or promotional periods!  

4 more reasons and ways to use the Facebook Ad Library

Beyond just the ability to view a specific competitor’s Facebook ads, you can use the Facebook Ad Library to help with other aspects of your marketing strategy.

Find new ideas

Because you can search by keyword or topic, you can use the Facebook Ad Library to inspire new ideas for your own Facebook advertising strategy.

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From the search bar, instead of typing in a specific brand, type in a keyword that’s relevant to your business. From here, Facebook will load thousands of recently created ads from other relevant businesses.

For instance, type in “taqueria,” and you’ll be able to browse thousands of restaurants real Facebook ads to see how other local businesses are using Facebook to advertise their specials, promotions, new locations, and even hire from Facebook. 

meta facebook ad library results for taqueria search

If you’re just getting started with Facebook Ads or just need fresh ideas, this can be a great way to see what a ton of other local businesses are creating every day and brainstorm new ideas for your social ads on Facebook and beyond! 

Find opportunities to stand out

By searching for related ads within the Facebook Ad Library, you can find gaps that will help your ads stand out.

Search for ad keywords related to your business or for your competitors and analyze the results. You may find that many of the ads for businesses in your industry look similar, use the same type of language, or highlight the same value propositions.

Use this analysis to diversify your Facebook ads so you’re standing out. That might mean highlighting an out-of-the-box benefit, adopting a new ad style, or testing new words and phrases that can capture your audience’s attention.

Analyze your own ads

When was the last time you took a hard look at your own Facebook and Instagram ads? You can use the Facebook Ad Library to look at your business’s ad history.

Taking a peek at your results may highlight some opportunities to refresh and optimize your Facebook ads. Is it time to update your creative? Vary your ad copy? Test new calls to action? Feature a new product or service?

meta facebook ad library results for equinox gyms - three results with same copy but different creative

Just like you’re using the Facebook Ad Library to spy on your competitors, they may be using it to spy on you—so give them something exciting to look at!

Agency prospecting

Agencies can use the Facebook Ad Library when pitching prospective clients as well. Before even speaking to a prospect, you can use it to: 

Check if your prospect is currently running any Facebook Ads 

A highly technical pitch to a prospect brand new to social advertising may not be understood well. Even knowing if they’re running ads on Facebook or not lets you frame the conversation at their level. If they are running Facebook ads, you’ll be able to view their active ads and do research about their main goals, calls to action, and even provide concrete examples of how to improve their Facebook Ads.

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See when your prospect last ran Facebook Ads 

You may discover several inactive ads in their account–understanding when or how recently they paused their campaigns may give you insight into their challenges or goals as well. If you see a lot of ads coinciding around important holidays (Christmas, summer, back to school, etc.), you know that’s a big opportunity for their business and can leverage that into your pitch or even plan to reach out in advance of their upcoming campaigns.

Check the size of your prospect’s marketing team–or current agency

Beyond just seeing what ads a page is running, the Meta Ad Library also shows you who is responsible for that page and where they’re located. Right below the page’s name, click the “About” button to the right to see details about how long the business has been on Facebook and how many people manage that page. For instance, this local orthodontist seems to be managed by one person–likely wearing many hats in the practice! 

use facebook ad library to check size of marketing team for prospect

Larger companies might have full teams or agencies around the world working on their social campaigns. For instance, according to the Facebook Ad Library, Netflix boasts over 200 people dedicated to managing their Facebook page and campaigns from all over the world!

number of facebook ad managers for netflix in ad library

That many people managing their Facebook page either ensures that you’ll need to manage multiple stakeholders from the onset or even that they’re currently already partnered with a large agency managing their account. Probably both in this case!  

Use the Facebook Ad Library to stand out from the competition

As more advertisers continue to flock to Facebook, competition is bound to rise. But the Meta Ad Library can be a great equalizer in that dynamic Facebook ads ecosystem. New ads are uploaded every day, and any smart advertiser–big or small–can use the Facebook Ad Library to keep an eye on the competition and find the best-performing ads anywhere on Facebook. 

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How to Harness the Power of Generative AI in Digital Marketing



How to Harness the Power of Generative AI in Digital Marketing

As a co-author of the book “Becoming Artificial: A Philosophical Exploration Into Artificial Intelligence and What It Means to Be Human,” I have been pondering the topic of artificial intelligence for a significant amount of time, even before ChatGPT became a household term.

Our book delves into the evolution of AI, from being considered pure fantasy to becoming a serious topic of debate for policymakers and an increasingly displaced workforce. The past two decades have witnessed game-changing innovations that have elevated the discussion of AI beyond mere speculation.

The integration of AI has been a transformative force in the dynamic realm of digital marketing. However, despite the impressive potential of AI, human intuition, creativity, and empathy remain essential in marketing. Modern digital marketers face the challenge of not just harnessing the capabilities of AI, but also doing so in a way that preserves the critical human touch in their strategies.

This article will:

  • Examine the role and impact of generative AI in digital marketing.
  • Explore real-world applications of generative AI in marketing.
  • Highlight the continued importance of the human touch for success.
  • Provide best practices for effectively integrating AI and human expertise within a digital marketing framework.

Let’s get started.

The role of generative AI in digital marketing

Generative AI refers to AI technologies that can generate new, original content, whether that be text, images, or even music. In digital marketing, generative AI is typically used for automating content creation, data analysis, personalized marketing, and enhancing customer interactions.

The benefits of generative AI in digital marketing are multifold. They range from improved efficiency and cost savings to increased personalization and scalability.

Let’s delve deeper into these key use cases, as highlighted in a recent Forbes article:

1. Content generation

Generative AI can write blog posts, social media updates, product descriptions, and more. This automation leads to significant time savings, and because AI can work around the clock, content can be produced at scale.

We talk more about how to (and how not to) use AI for content marketing over on LocaliQ.

2. Personalization

With the ability to analyze vast amounts of data, generative AI can tailor content to individual users based on their behaviors, preferences, and previous interactions. This personalized approach enhances user engagement and can lead to improved conversion rates.

chatgpt prompt subject line personalization

3. Data analysis

AI’s capabilities extend to interpreting complex data sets, drawing meaningful insights, and predicting consumer behavior. These insights can guide the creation of more effective marketing strategies.

4. Design generation

Generative AI isn’t limited to text. It can also create visual content, such as banner ads, social media graphics, and even website layouts, thereby speeding up the design process and enabling more extensive A/B testing.

google marketing live 2023 - google product studio scenes

Product Studio, announced at Google Marketing Live 2023, uses AI to generate product images.

5. Customer interactions

AI can handle customer inquiries via chatbots, social media, and even over the phone. It can provide instant, personalized responses, improving the customer experience and freeing up human staff for more complex tasks.

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In each of these roles, generative AI not only automates repetitive tasks but also offers a degree of personalization and insight that was previously unattainable. These capabilities allow marketers to focus on higher-level strategy and creative work, making the most of both human and AI strengths.

Example of generative AI in digital marketing

Generative AI has already shown its prowess in several areas of digital marketing. For instance, AI can automate the creation of personalized email campaigns, draft engaging social media posts, or even write full blog articles. Additionally, it can analyze vast amounts of data to predict consumer behavior, helping marketers craft more effective marketing strategies.

One significant real-world application of generative AI in digital marketing is the partnership between Google and Wendy’s to use Bard, Google’s AI chat, to improve drive-thru operations. This system has been trained on thousands of hours of data, including order history and customer interactions, to generate responses that are both accurate and personable.

wendys drive thru window with cars


Bard’s main function is to take customer orders at the drive-thru, allowing human employees to focus on food preparation and other critical tasks. Not only has this resulted in increased efficiency, but it also improved customer experience, thanks to Bard’s ability to offer personalized menu suggestions based on previous orders or popular items.

What makes Bard stand out is not just its technical capabilities, but also the human-like touch it brings to customer interactions. The AI has been designed and trained to understand and respond to a wide range of accents, dialects, and speech patterns, demonstrating a level of empathy and understanding often absent from AI interactions.

This example showcases the potential of generative AI in digital marketing–not just in automating tasks and personalizing experiences, but also in enhancing customer interactions with a human-like touch. Despite being an AI, Bard successfully creates a more personalized and engaging customer experience, embodying the perfect blend of AI capabilities and human empathy.

Related: Learn more about how Google is using generative AI in search results here.

The importance of the human touch in AI-driven digital marketing

While generative AI provides a multitude of benefits, it’s important to remember that it is not a silver bullet. The human touch remains essential for digital marketing success. AI may generate content, but humans are needed to guide its direction, provide creative insight, and ensure the final output resonates with the target audience. After all, human emotions, creativity, and intuition cannot be entirely replicated by AI.

According to an article from the Marketing Insider Group, there are several key reasons why the human touch is critical in marketing:

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1. Builds trust

Genuine human interactions create a sense of trust and reliability. While AI can provide facts and figures, it’s the human touch that can convey authenticity and passion, which are essential for building brand trust.

2. Creates an emotional connection

Humans are emotional beings, and it is this ability to feel and evoke emotions that adds an indispensable element to marketing. AI, as advanced as it might be, still lacks the ability to genuinely feel emotions and respond accordingly.

3. Helps to understand context

While AI is getting better at understanding context, it still struggles in complex situations or when dealing with subtle nuances. Human marketers can understand context better, enabling them to create content and messaging that truly resonates.

4. Ethical considerations

There are numerous ethical considerations in marketing, from data privacy to truthful advertising. Human oversight is necessary to ensure that AI-driven marketing adheres to ethical standards and regulations.

graphic showing why you need human oversight with ai

The key takeaway

While AI has a crucial role to play in digital marketing, it should be viewed as a tool to augment human creativity, intuition, and experience, not as a replacement for these uniquely human attributes. By combining the scalability and efficiency of AI with the creativity and empathy of human marketers, businesses can create powerful marketing strategies that resonate on a deeply human level.

Best practices for using generative AI in digital marketing (with a human touch)

To fully harness the power of generative AI while maintaining a human touch, marketers should adopt several key practices. These include training the AI on high-quality data, reviewing and refining AI-generated content, and regularly updating the AI model based on changing consumer behaviors and market trends. The ultimate goal should be a symbiotic relationship where AI and human expertise complement each other.

The Interactive Advertising Bureau (IAB) has recently published a report that provides insights into the best practices for effectively integrating AI and human expertise in digital marketing. In the report, they elaborate on the following key points:

1. Use high-quality data

Quality data is the backbone of effective AI. This means ensuring that the data used to train the AI is not only extensive but also accurate, relevant, and free from bias. It is the marketer’s responsibility to procure, manage, and maintain this data.

types of customer data collection sources and what they mean

Zero and first-party data are your best bets for accurate customer data.

2. Continually review and refine

AI is not a set-it-and-forget-it tool. Marketers should be continuously reviewing and refining AI outputs. This includes checking the content for accuracy, relevance, and appropriateness, and making adjustments as needed.

3. Update AI models regularly

The digital marketing landscape is dynamic, with consumer behavior and market trends changing regularly. Therefore, AI models should be updated frequently to reflect these changes and to ensure the AI remains effective.

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4. Consider the ethical implications

Marketers should always consider the ethical implications of AI use, such as data privacy and transparency. This involves being clear with consumers about how their data is being used and ensuring that all AI-driven marketing practices comply with relevant laws and regulations.

cookie banner example from moovly that shows how data is being used

Cookie banners can communicate how data is being used.

5. Collaborate

The ultimate goal should be to foster a collaborative relationship between AI and human marketers. This means recognizing the strengths and limitations of both and leveraging them in a way that maximizes the benefits. AI can handle data analysis and (some) content generation, while humans can provide creative insight, emotional intelligence, and ethical oversight.

By following these best practices, marketers can effectively integrate AI into their digital marketing strategies while still maintaining a crucial human touch. It’s not about choosing AI over humans or vice versa, but about finding the right balance to deliver the best results.

Generative AI + human expertise = potential for marketing greatness

The future of digital marketing is set to be significantly influenced by generative AI. With its unparalleled capacity to analyze vast amounts of data, craft engaging content, offer personalized user experiences, and streamline repetitive tasks, AI’s potential for scale and efficiency is undeniable.

Yet, as our reliance on AI grows, it does not render the human touch redundant. On the contrary, the human element becomes even more crucial. As we’ve seen, building trust, fostering emotional connections, understanding complex contexts, and ensuring ethical considerations–these are all deeply human aspects that AI, in its current state, cannot fully replicate.

AI might be the tool that generates content, but it’s the human marketer who guides its direction, provides the creative insight, and ensures the final output truly resonates with the target audience. This delicate balance between AI’s capabilities and human creativity and empathy is the key to unlocking new levels of success in digital marketing.

Here are the best practices for using generative AI in digital marketing responsibly:

  1. Use high-quality data
  2. Continually review and refine
  3. Update AI models regularly
  4. Consider the ethical implications
  5. Collaborate

As we look to the future, the challenge for digital marketers will be not just to use AI as a tool, but to foster a symbiotic relationship where AI and human expertise complement each other. In this way, marketers can leverage the power of AI while ensuring their strategies and communications remain authentic, ethical, and deeply human. The promise of this future is one of unprecedented opportunities, unlocked by the harmonious blend of AI capabilities and the irreplaceable human touch.

Want more AI resources? We’ve got you covered:

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49 Father’s Day Instagram Captions & Ready-Made Images



49 Inspiring Father’s Day Instagram Captions & Ready-to-Post Images

With over 70 million dads in the world, over 50 ways to say dad, and one billion Instagram users, you can rest assured that ideas for Father’s Day Instagram captions are in high demand.

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But Father’s Day is different for every business audience—and on an individual level it can vary from joyful to painful. So here are over 40 Father’s Day Instagram captions that range from witty and playful to serious and factual, plus pre-made posts you can save and publish in just a few taps!

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Father’s Day Instagram posts

Throughout the post, you’ll find pre-made Father’s Day images sized just right for Instagram (1080 x 1080). You can save them right off this post, or you can customize them in Canva using this link.

father's day instagram captions - happy father's day

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Inclusive Father’s Day Instagram captions

These captions will help you to celebrate while staying respectful, in the name of diversity, equity, and inclusion.

  • To the fathers, grandfathers, great-grandfathers, godfathers step-fathers, father figures, and fathers-to-be: we celebrate you today and thank you for the mentorship, love, and guidance you’ve provided.
  • Happy Father’s Day to all the dads out there—whether you’re a dad or like a dad. Your love is the greatest and most precious gift in the world 🎁
  • While we wish all the dads out there a happy Father’s Day, we also extend our support to those without fathers or father figures and to dads who have lost a child.
  • Happy Father’s Day to all the great fathers and father figures out there! And to those of you who are struggling to put on a smile today, we see you too. ❤
  • To the fathers, dads, daddies, pops, papas, vaders, peders, pais, tads, abbas, babas, ates, vaters, pita-jis, pabbis, paks, babbos, otosans, padres, baathairs, buwas, tatas…we wish you a great day!
  • Not all dads wear suits, watch football, or are obsessed with grilling or power tools (although there’s nothing wrong with those things!). Let’s keep our perspectives open today—comment on this post and tell us about your dad!
  • Happy Father’s Day not only to all the dads on earth, but also all the dads in heaven. Sending lots of love on this day.
  • On this Father’s Day, to dads, granddads, stepdads, foster dads, dads in heaven, future dads, bereaved dads, and dad figures: we’re thinking of you.
See also  The Art and Science of PPC Account Structures


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Sweet Father’s Day Instagram captions

Use these captions in your social media marketing to celebrate the dads in your life and/or in your audience.

  • Happy Father’s Day, dads! Thank you for all the sacrifices you make for your families and the joy you bring to our lives.
  • I’ve learned so much from you over the years Dad, thanks for being the role model you are and shaping me into the person I am today. Happy Father’s Day.
  • We don’t say it enough, so say it extra today: Thank you for everything, dads.
  • Dad, your guiding hand on my shoulder will remain with me forever.
  • A dad is someone who wants to catch you when you fall. Instead he picks you up, brushes you off and lets you try again.
  • Life doesn’t come with a manual…it comes with a father.
  • Wishing you a day that feels like [something they love].
  • Because of your love and support, I’m a badass. Thank you Dad.
  • We ❤ our dad customers!


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Funny Father’s Day Instagram captions

  • Happy Father’s Day, Dad. You may not know everything but you sure had me fooled for quite a few years.
  • I smile because you are my father…and I laugh because there is nothing you can do about it.
  • Forever grateful you still love me even after [all those times you did X]  in high school.
  • I love this guy more than he loves his [favorite thing here]. And that’s a lot.
  • I hope this Father’s Day is as good as your life was before kids.
  • On Father’s Day, let’s review the most important lesson I learned from my dad: [something funny/witty]. What’s yours?
  • Dads are the only ones who can____ // Happy Father’s Day to the only person who can _____.
  • Happy Father’s Day To the first person I call when ____.
  • D.A.D: Delay And Doze
  • “There should be a children’s song: ‘If you’re happy and you know it, keep it to yourself and let your dad sleep.’” – Jim Gaffigan
  • Cold one? Cracked. New balances? Fresh out of the box. Grill? Heating up🔥 Happy Father’s Day!
  • Beer + white socks and sneakers + jorts + chair nap = the perfect Father’s Day
  • Cheers and beers! Father’s Day is here🍻
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Factual Father’s Day Instagram captions

Use these Father’s Day facts, courtesy of Mental Floss and NPR to craft a little something different, whether that’s inspiring, nerdy, or eye-opening.

  • The first statewide Father’s Day celebration was in 1910 in Washington. Sonora Smart Dodd wanted to honor her father who raised six children on his own after his wife died during childbirth. To the single fathers out there
  • Roses used to be a tradition on Father’s day, red roses for the living and white for the deceased.
  • Father’s Day wasn’t recognized as a national holiday until 1972.
  • While the percentage of moms who are stay-at-home moms has remained stable, the percentage of stay-at-home dads has been rising slowly, from 4% in 1989 to 7% in 2016.
  • 60% of men over the age of 15 in the United States are biological, step, or adopted fathers.
  • Father’s Day is the fifth-largest card-sending occasion in America!
  • Only 50% of all Father’s Day cards are purchased for dads! People get them for friends, grandfathers, brothers, uncles, and more.


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Father’s Day quotes for Instagram

  • “A father is neither an anchor to hold us back nor a sail to take us there, but a guiding light whose love shows us the way.” – Unknown
  • “In the darkest days, when I feel inadequate, unloved and unworthy, I remember whose daughter I am, and I straighten my crown.” – Unknown
  • “My father gave me the greatest gift anyone could give another person: He believed in me.” – Jim Valvano
  • “The best fathers have the softest, sweetest hearts. In other words, great dads are real marshmallows.” – Richelle E. Goodrich
  • “Any man can be a father, but it takes someone special to be a Dad.” – Anne Geddes
  • “My father didn’t tell me how to live. He lived and let me watch him do it.” – Clarence Budington Kelland
  • “I believe that what we become depends on what our fathers teach us at odd moments, when they aren’t trying to teach us. We are formed by little scraps of wisdom.” – Umberto Eco
  • “There will always be a few people who have the courage to love what is untamed inside us. One of those men is my father.” – Alison Lohman
  • “A father is someone you look up to no matter how tall you grow.” – Unknown
  • “I’ve said it before, but it’s absolutely true: My mother gave me my drive, but my father gave me my dreams. Thanks to him, I could see a future.” – Liza Minelli
  • “No man stands taller than when he stoops to help a child.” – Abraham Lincoln
  • “When a father gives to his son, both laugh; when a son gives to his father, both cry.” – William Shakespeare
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Words to use in your Father’s Day Instagram captions

If you want to be fully authentic, build your own Instagram caption with these words to describe fathers:

  • Adept
  • Adaptable
  • Adventurous
  • Accepting
  • Admired
  • Adored
  • Affectionate
  • Appreciated
  • Awesome
  • Bold
  • Brave
  • Caring
  • Cherished
  • Clever
  • Cool
  • Courageous
  • Considerate
  • Crafty
  • Dedicated
  • Delightful
  • Dependable
  • Devoted
  • Determined
  • Embarrassing
  • Essential
  • Extraordinary
  • Fabulous
  • Fearless
  • Fierce
  • Free spirit
  • Friend
  • Fun-loving
  • Generous
  • Giving
  • Guiding
  • Gutsy
  • Grill-master
  • Handsome
  • Hardworking
  • Heartwarming
  • Helpful
  • Humble
  • Hustler
  • Impressive
  • Inspiring
  • Intuitive
  • Keen
  • Kind
  • Legendary
  • Loved
  • Loyal
  • Magnetic
  • Mindful
  • Noble
  • Nurturing
  • Optimistic
  • Passionate
  • Patient
  • Powerful
  • Perfect
  • Protective
  • Proud
  • Real
  • Relentless
  • Resilient
  • Resourceful
  • Rock
  • Rugged
  • Sacrificing
  • Selfless
  • Sincere
  • Smart
  • Spirited
  • Steadfast
  • Strong
  • Strong-willed
  • Supportive
  • Tenderhearted
  • Thoughtful
  • Tolerant
  • Tough
  • Understanding
  • Unwavering
  • Warm
  • Watchful
  • Wise
  • Wonderful
  • Zesty


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Want more captions?

For Instagram caption ideas for other holidays and occasions, we’ve got plenty:

And for even more ideas, hop on over to LocaliQ’s Happy Father’s Day social media ideas and templates.

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