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AI For PPC Is Only Useful If You Use External Tools

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Using AI (Artificial Intelligence) for PPC is no longer an option. It’s a necessity. 

This was a topic that we ran with when we wrote for Search Engine Land. But generally, saying that AI is essential is only half the story.

When it comes to managing your PPC campaigns, you don’t just need AI. You need the best tools and strategies that are available. You can’t just stick the ‘AI’ label on it and expect them all to perform the same way.

Here’s the thing. Most advertising platforms have their own AI strategies and features integrated and ready for you to use. But when you look at AI tools to help you out, they’re all external. Why? Because internal tools aren’t good enough.

It’s a bold statement to make. So, we’re here to back it up, using Google Ads as an example. Here are some of the most popular AI-powered tools they offer and an unbiased assessment of how good they are.

Not-so-smart bidding

Okay, we had to start this article up with Google’s Ads smart bidding. There’s a good reason for this, as it’s one of the most hotly debated topics amongst PPC-ers. Right, let’s jump in.

Smart bidding is Google’s automated bidding strategy. You’re supposed to set your goal, including maximizing conversions or ROAS (Return On Ad Spend) and Google will automatically set and adjust your budgets to achieve this. These changes are powered by an AI that can analyze 70 million signals in 100 milliseconds. Wow.

The reality is a little far from this. 

We’re not denying that for some companies, smart bidding has been paramount to increasing ROAS. But at the minute, it’s notoriously underdeveloped. The functionality just isn’t what it should be and it’s a complete no go for those who haven’t got the past data to work off.

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They’ve added features like campaign level conversions and even got rid of accelerated ad delivery in an attempt to push advertisers towards it. But it’s not enough right now.

Google ads smart bidding graphicDynamic Search Ads that lack creativity 

DSA (Dynamic Search Ads) are adverts that are automatically created for you. Well, within certain parameters of course.

Instead of using keywords, you submit your website or product feed to Google. When someone searches for a relevant term, an advert is generated with text pulled from the website.

But automatic creation means you lose creative control. You’ll end up with adverts that lack personality and soul, like this example:

Example of a google adBut if you created the campaigns yourself, you could add a touch of personality to create something like this:

Example of a google adI know which one I’d click on. 

That’s not the only downside. If your website isn’t up to date, you risk serving broken adverts that do not work. Which means, your quality score will plummet potentially damaging other campaigns you might have running.

DSAs are useful for large businesses with huge catalogs. But for everyone else? It might be more hassle than it’s worth.

Time-consuming Responsive Search Ads

RSAs (Responsive Search Ads) are where you input up to 15 adaptive headlines and descriptions to test which one works best.

Unlike DSA, you’ll retain creative control over the exact text you use. The AI just ‘learns’ which variations perform best and then puts these out to up your clicks and conversions.

The downside? It takes a lot of time to set it up.

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Let’s say you’ve got 5 campaigns, all with 10 ad groups inside of it. If you run RSAs for these, that’s 750 adaptative headlines you need to create. That’s what, a week of your time to set up what is essentially AI-powered ad testing?

Automated rules falling short of the throne

Automated rules are the AI leaders of the PPC marketing world

They work like this: when a certain event happens, like your CPC (cost-per-click) dropping below a certain amount, your keyword, ad or campaign will be automatically changed in response.

This saves so much manual time and surveillance doing it yourself. There are a few hoops you have to jump through to get these working on Google. And, annoyingly enough there isn’t a single screen that they’re all displayed in and managed from.

Secondly, the time they run limits the benefits you get. For example, if you set them to run at 9am and your action was triggered at 2am the night before, your campaigns will be running for 7 hours under the wrong bid or status.

Lastly, email is the only notification that Google support, which isn’t useful for all businesses.

The premise is good. The actual execution? Not so.

Adzooma platform automated rule exampleBridging the gap with external automated PPC scripts 

PPC scripts are coded scripts that are supposed to automate part of your management. One of the best examples is the Zero Impressions Alarm, which alerts you if your impressions fall to 0.

Most PPC scripts require good Javascript knowledge to build and customize them to your exact needs.

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Basically, people noticed the need for AI and the missing gap in the platforms. So, they created their own solutions for it, far before Google did. They’re ahead of the game and Google is behind.

The least Google could do was recognize this and integrate them directly into the platform. But that isn’t the case. PPC scripts remain distinctly separate. This is made obvious as soon as a Google update is pushed live and most scripts suddenly fail to work. Yet again, you’re back to the code.

Get the results you need from external tools

The internal AI tools that Google and other PPC platforms offer have their benefits. But they’re just not good enough… yet.

They feel like the great ideas from someone who was 5 years late to the party. Unfortunately, in the time it will take for them to catch up – external scripts and tools will be ahead of the crowd.

That’s because they were built to solve problems that people were already facing. They saw it from PPC managers perspective and knew how to use the AI to make life easier.
If you want to leverage AI, don’t stick to internal tools. Discover what other types of PPC software are out there and see how they compare. It might just make your life a whole lot easier.


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MARKETING

5 Reasons You Should Start Using Influencers to Create Content for You

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5 Reasons You Should Start Using Influencers to Create Content for You


Imagine spending 3, 5, 7, 10 years creating content about topics you love out of pure passion. Working through decision fatigue on what to create, what platform to focus on building, and not knowing the latest marketing monetization strategies to actually make money. Only creating from a place of inspiration because you care and have a message to share for years before making a dime. The dedication and consistency is what builds audiences that LOVE your media channels, listening, watching, liking, and sharing your content on a regular basis. That’s what majority of influencers have done to build their channels. 

So why work with influencers to create content for you: 

Reason #1: Audience  

If you are looking to break into a new audience and build brand awareness working with an influencer is a good path to explore. An influencer knows it’s audience better than any SEO search so they know what content to create that will motivate, inspire, and trigger to get a response. They’ve built trust through years of content creation and testing out new ideas to engage their audience.    

Reason #2: Creative 

When you find the right influencer to work with they can be an extension to your business adding to the creative content department. Creative content is a pain point in a lot businesses and why organizations for years have paid big buck to marketing agencies to take this off their hands to make the commercial, promo video, and ads. When you have someone who’s outside of the organization, who’s built an audience, and can play in their strength it will be an added value to any brand and business.  

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Reason #3: Dynamic 

It’s not just any content that’s being created from influencers, it’s dynamic! Ideally, working with an influencer they are coming to the table with ideas for videos, social media, and ad content that will seamlessly incorporate the brand into their audience. Since they know their audience best let them lead this conversation and find a common working ground to let them move forward on their ideas. This type of content is the win-win-win for the brand, the audience, and the influencer’s media channels. 

Reason #4: Consistency 

Consistent content with any media channel is key to creating brand awareness for a business. When you have an influencer who’s outside of the organization not distracted by the day to day operations of a company, leaving them to create consistent dynamic content is something most brands didn’t even know they needed. 

Reason #5: Strategic 

It’s a strategic move for an organization to outsource content creation to an influencer who’s put in the creative work to build an audience. It’s an immediate traffic source to tap into and create brand awareness. There’s an opportunity to put paid marketing dollars behind the content and boost it’s engagement creating more opportunity for a brand. 

On average it takes a person 5-7 impressions to link a brand’s logo to the company. Add in another 7 impressions for them to remember it in the abyss of brands that are being marketed to them daily. When you work with an influencer to create dynamic consistent content you’re increasing your odds of your brand being recognized faster and identified by a trusted source. Good luck on your road to content creation with influencers!   

Valerie Viramontes

Valerie Viramontes is a purpose-driven entrepreneur, women’s and girls empowerment leader, conscious marketing expert, media strategist, and founder of V2 Solutions & Girl Hacks.

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Valerie created her boutique agency specializing in product launches and sponsorships for health conscious podcasters, influencers, and wellness companies. She uses her experience to create win-win-win deals for her clients, brands, and audiences. This has put her behind launches of companies and products with sales into the millions working with brands like Spartan Races, Barbell Shurgged, The Strong Coach, Complete Human and so many more! 

In Valerie’s free time she is a catalyst to remind young women of their inherent wisdom, intuition and power, and guide them to access the confidence within to make healthy choices in their lives. Add in hiking, dancing, reading, exploring new places to eat and she’s in her happy place!



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Data and privacy concerns grow among consumers

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Data and privacy concerns grow among consumers


Consumers are showing greater concern over how data is gathered online and in apps and smart devices, according to a new study by GroupM, the media investment arm of WPP. The research was conducted in December by GroupM’s Audience Origin (formerly LivePanel) and included 1,000 U.S. consumers.

The findings indicated a decline in the number of consumers who feel comfortable sharing their data on health tracker apps or to allow smart home devices to automatically order refills for household items.

Sharing info. Over three quarters (77%) of respondents strongly or somewhat agreed with the statement: “I worry about how companies use my personal data online.” This was up from 72% in last year’s report.

Also, only a small percentage of consumers believe that the company who makes a device in the home, or its software, should have access to the data. That number is 5.4% in the current study, down from 6.9% in the previous one.

Read more: Predictions 2022: Data strategy and privacy

New tech. Consumers are less enamored with new technology in their house. Only 51% of respondents in the survey agreed with the statement: “It’s important my household is equipped with the latest technology.” The survey the previous year had 54% agree.

Also, 32% somewhat or completely agreed that new tech “confuses me,” up from 28% the year before.

Why we care. In this study, the numbers appear to be consistently in the 5% range for drop in consumer sentiment around privacy, data and new technology.

It’s not a massive drop, but it’s not nothing either. Individual brands can overcome this barrier by managing a better conversation with their customers about their privacy and data practices.

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Take, for instance, the wide disparity in the way email subscriptions are managed. Some brands offer a one-click unsubscribe, while others hide the option behind a number of additional screens and questions. Marketers can cut through with transparency, and the ones that do will be ahead of the game as privacy law catches up in the states.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Trending in Marketing: Content Marketing Trends to Carry You Through 2022

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Trending in Marketing: What Trends Are Coming in 2022


  1. We all know that women stereotypically shop more, but what about men? 75% of men are planning to spend more in 2022, Pinterest explains their study on why.
  2. Vertical scrolling is a feature on almost every social media platform, it’s what the common consumer is most familiar with. Instagram plans on taking their story feed vertical as well, giving the app a more “TikTok feel.”
  3. The graphic design niche isn’t for everyone, it’s hard to keep up with what’s what in the field. Here are 12 upcoming graphic design trends to keep you at the top of your game all 2022.
  4. The rules of SEO seem to change more than the Instagram algorithm, making it feel more like there are no rules at all. Could there be a “Best Word Count for SEO?”



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