It’s impossible to talk about modern marketing without mentioning such strong trends as the use of artificial intelligence. AI is changing paid advertising while also introducing new opportunities for marketers. Experts predict that AI and machine learning will generate up to $2.6 trillion in value by solving problems associated with sales and marketing over the next three years.
AI and PPC
You may have noticed that technology develops at a rapid pace, so relatively new technologies are especially promising. Although artificial intelligence gained momentum not so long ago, it has already proven to be extremely useful in different areas, including marketing. If you want to succeed, you should keep up with the development process. This way, you’ll be able to keep your marketing efforts as effective as possible.
AI, machine learning, and big data are still relatively young concepts so human professionals are still actively involved in many processes. The potential of data can only be used if people know what they do and have clear objectives. Besides, businesses should keep in mind the importance of high-quality personalization for modern consumers while also maintaining a certain level of transparency.
One of the biggest benefits of AI for marketing is an opportunity to automate many processes that take a lot of time when performed manually. Thanks to AI-powered solutions, marketers can improve the efficiency of numerous processes. According to research, automation alone can increase global productivity by 1.4% annually.
How to Use AI to Improve Your PPC Advertising
Here are some of the best examples of the capabilities of AI:
Autonomous adjustment of PPC bids
When AI controls your ads, you can tweak your campaigns by making minor changes to the code to make your PPC campaigns more effective. For instance, you can use AI to adjust PPC bids autonomously. This way, you won’t bid too low for ads that enable you to acquire quality leads, and you will also improve your ROI by eliminating overbidding.
You can build your own AI algorithm to manage your bids, but in this case, you need to find an experienced software development company and be ready to invest a lot of money into the development process. Fortunately, there are many tools, including Google Ads and solutions from Bing, which can be used for free. Amazon also has its hourly bidding algorithm, which enables marketers to automatically adjust their bids according to the dynamics of the market.
When using automation, you should keep in mind that there are different levels and that automated bidding may have some disadvantages. For instance, Google Ads enables you to choose between Enhanced CPC and such fully automated strategies as vCPM, Target ROAS, Maximize Clicks, Target CPA, and Maximize Conversions.
Enhanced CPC is different from the rest of the strategies because in this case, the algorithm simply makes adjustments to keyword bids that are set manually. Fully automated strategies require more attention. You should always monitor their performance to make sure that you stay within your budget and the ROI meets your expectations. Solutions that are considered optimal by Google may not always resonate with your business goals.
You can use various AI-powered analytics and call tracking software to see the connection between the leads generated by your offline efforts and specific campaigns or even keywords. By analyzing the data on your offline conversions, you can improve your retargeting efforts.
Proper targeting is crucial for the success of your campaign. First, you don’t want to repel customers who already want to do business with you by annoying them with excessive marketing materials. Secondly, there’s no need to spend your PPC budget on customers who have already made a purchase and are unlikely to buy from you again soon.
Predicting consumers’ behavior
One of the most promising disciplines related to AI is machine learning. AI algorithms can learn from historical data, considering your audience’s demographics, purchase habits, web activity, device usage, etc. This way, algorithms can detect the connection between campaigns and keywords, and therefore predict what search queries will most likely generate conversions. Moreover, machines can do it much faster than humans.
Pausing ads with poor performance
You don’t want to keep bidding on ads that demonstrate poor performance and don’t deliver the desired ROI. Therefore, you should be able to quickly evaluate the performance of your ads and pause them if they don’t perform well enough. Similarly, you should reconsider your strategy if your bids don’t turn into clicks. Such a situation can damage your quality score, and you should keep it high to minimize the cost per conversion.
While AI has proven to demonstrate a much better performance when dealing with various repetitive tasks, creativity still remains a challenge for algorithms. Machines still cannot replace humans when it comes to creativity but they can assist marketers. For instance, Responsive Search Ads (RSAs) from Google prove that AI can help marketers create a better PPC ad copy.
You can provide up to 15 headlines, and Google will show RSAs that correspond to the users’ search queries. Google can create thousands of RSAs based on your headlines, enabling you to maximize the results that you get from your investments. As AI technology develops and evolves, marketers will get even more opportunities to use AI for creative tasks.
Many companies are also starting to experiment with AI-powered chatbots to make their PPC campaigns more engaging. Thanks to AI-powered tools, you can increase conversions and reduce your bounce rates by providing high-quality assistance. Besides, you can use chatbots to get more information about your users from their conversations.
The concept of AI appeared not so long ago but it has already demonstrated its tremendous potential in different areas, and marketing is no exception. Various AI-powered tools enable you to improve the efficiency of your marketing efforts and maximize the ROI. Thanks to AI, marketers can automate bidding, improve targeting, and predict users’ behavior. Moreover, some AI solutions can already assist marketers with creative tasks.
How to Maximize Website Conversion Rates Through Mobile Optimization Strategy
If you’re struggling for conversions, it’s tempting to throw money at the problem in search of a quick fix. Resist that temptation, though – because the key to a better conversion rate isn’t always to be found by pumping money into your ad campaigns, or a flashy new marketing drive.
Nope – the solution’s much more simple. Mobile optimization!
Starting with your site’s mobile experience makes sense. After all, 46% of Americans spend between five and six hours on their phones, every day. When they come across your website, it’s likely to be via their phones. Meaning your site needs to be ready.
Below, we’ll walk you through our top 4 mobile optimization tips. Follow them, and you’ll end up with a clean, compelling, and customer-centric site – that’s ready to convert.
What is Mobile Optimization Strategy?
First things first – what is mobile optimization, exactly?
Mobile optimization is the process of tailoring your website to users accessing it on a mobile device, such as a smartphone or tablet (as opposed to on a desktop computer.)
It involves ensuring that your website’s layout, structure, and content are customized to mobile devices. So why is that important?
Well, think about the consequences of a site that isn’t optimized for mobile. Content displays as misshapen or missized. Elements jump around on the page, as if with a life of their own; you find yourself having to zoom madly in and out, simply to read the text on the screen.
Sloppy mobile optimization – or total lack of it – means a frustrated user. And frustrated users rarely turn into customers!
How To Maximize Your Conversion Rates Through Mobile Optimization Strategy: 4 Top Tips
Ready to start maximizing your conversion rates – and make your website more mobile-friendly in the process? Here are our 4 top mobile optimization tips:
- Provide a simple, clean checkout experience
- Add on-page product recommendations
- Offer more ways to pay
- Strengthen your CTAs – and their visibility
Read on for the full scoop.
1. Provide a Simple, Clean Checkout Experience
The first way of boosting your mobile site’s conversion rates? Optimizing your checkout flow to ensure you’re providing a frictionless experience at the checkout.
How exactly you do this will depend on how you’ve built your website. But a few broad tips include:
2. Add On-Page Product Recommendations
Integrating on-page product recommendations is a low-effort – but potentially high-impact – action for optimizing your mobile site.
The on-page product recommendations you recommend could be products the customer has recently viewed, or ones similar to the products they’re currently looking at. These will appear in the frame as they browse your store on their mobile, meaning they can quickly, and easily navigate to the kinds of products they like.
On-page product recommendations are great for UX. But they’re also good for your conversion rates – as you’re removing one more barrier to your customer making a purchase.
3. Offer More Ways to Pay
These days, offering a diverse range of ways to pay isn’t simply a ‘nice to have.’
It’s a must-have. And, along with choosing the right web hosting provider and building your site with the most suitable platform, it’s one of the biggest website decisions you’ll make.
Consumers are more discerning now than ever. Many distrust the process of paying online; others just want the process to be as slick, seamless, and speedy as possible.
Your job? To ensure your customers can pay with multiple different payment methods, including:
- Mobile wallets (such as Apple Pay and Google Pay)
- Credit and debit cards
Millennials, in particular, are fond of the convenience and ease mobile wallet payments offer. In the US, Gen Y leads the share of consumers making digital or mobile wallet payments (46%), according to Statista.
And, to target Gen Z, you can even offer your customers a ‘Buy Now, Pay Later’ (BNPL) service. It’s big with that demographic – in the US, 55.1% of Gen Z consumers 14 years old and over will use a BNPL service at least once this year.
4. Strengthen Your CTAs – And Their Visibility
When it comes to maximizing conversions, compelling call-to-actions are a must.
So take the time to audit the content, placement, and design of your website’s current CTAs. Do they:
- Start with command verbs that create excitement and engagement.?
- Cultivate a sense of urgency?
- Demonstrate the benefit to the customer if they choose to take action?
Remember, you’re optimizing your CTAs here for mobile devices. So think about your user, and how they’re interacting with your site. They’re already on their phone, after all – so how can you tap into that to improve your CTAs?
One tip is to use phone call-based CTAs. Instead of inviting someone to fill out a lengthy contact form, or get in touch via email – both trickier to do from a mobile phone, or while on the go – invite them to call to make an inquiry, instead.
Plus, CTAs aren’t just about the wording – what they say – but about how they look. So make sure they stand out from the rest of the page’s content (you want people to know they’re looking at a CTA, after all!). Harness the powerful simplicity of white space. And, if there’s a button, make sure it’s big, bold, and screams “click me!”
Mobile optimization won’t just improve the look, feel, and usability of your site. It’ll increase your conversion rates – and help you grow your business online, too.
So good luck, and have fun implementing these tips. Mobile optimization can be tricky and time-consuming. But the results will be worth it in the end – trust us!
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