Are you struggling to reach your target audience and bring traffic to your website through PPC advertising? We totally get it—managing PPC campaigns can be tough and time-consuming. But don’t worry, we’ve got some great news for you! AI and PPC automation can be a game-changer for your business. By using these tools, you can save time and get even better results. In this blog post, you will learn about the 10 ways you can improve your PPC campaigns with AI and automation.

How Automated Bidding and AI Are Changing PPC

AI is revolutionizing the world of PPC advertising, with studies showing that it can increase conversion rates by up to 20%. By automating tasks, analyzing data, and optimizing campaigns in real time, AI can help you achieve better results from your PPC investments.

Imagine getting more qualified leads and maximizing your return on ad spend (ROAS) without the constant struggle of manual bid management. That’s the power of AI-powered bidding in PPC campaigns. Here’s how it benefits your business:

• Boost Conversions & ROI: AI analyzes user behavior and market trends in real-time, automatically adjusting bids to reach the right audience at the right price. This ensures you’re competitive for valuable clicks that convert into sales, maximizing your return on investment.
• Free Up Your Time for Strategy: Ditch the tedious task of manually adjusting bids. AI automates the process, freeing you to focus on high-level campaign strategy, creative development, and analyzing campaign performance for further optimization.
• Target the Right Audience, Every Time: AI’s ability to analyze vast amounts of data helps identify hidden patterns and user preferences. This translates to more precise targeting, ensuring your ads reach the most relevant audience, leading to higher click-through rates and qualified leads.
• Stretch Your Budget Further: AI dynamically allocates your budget across campaigns and ad groups based on real-time performance. This ensures you’re not wasting money on underperforming areas and instead investing in the campaigns generating the best results.
• Stay Ahead of the Curve: The advertising landscape is constantly evolving. AI helps you stay ahead by automatically adjusting campaigns based on current market conditions and user behavior. This ensures your campaigns are always optimized for maximum impact.
• Gain a Competitive Edge: Respond quickly to changes and outbid competitors with confidence. AI analyzes competitor activity and adjusts bids accordingly, helping you secure valuable ad placements and reach your target audience before your competition.
• Scale Your Campaigns with Ease: As your business grows, so do your advertising needs. AI simplifies scaling your PPC campaigns. No need to dedicate more manual effort – AI handles the heavy lifting, allowing you to scale your campaigns efficiently and reach a wider audience.
• Minimize Human Error: Eliminate the risk of overbidding or underbidding on keywords. AI automates bid adjustments, ensuring your advertising budget is used wisely and generates the best possible return.

With AI-powered bidding and automation, you can achieve more with your PPC campaigns, maximizing your budget, reaching the right audience, and ultimately driving more qualified leads and sales for your business.

Now, let’s how you can run AI-optimized PPC campaigns on different ad platforms.

Improving Your PPC Campaigns with Google Ads AI Automation

Here are the AI solutions built-in Google Ads that you can use for your benefit.

1. Smart bidding is a set of automated bidding strategies that use machine learning to optimize bids for conversions or conversion value. It includes strategies like Target CPA (Cost Per Acquisition), Target ROAS (Return on Ad Spend), and Maximize Conversions.
2. Responsive Search Ads (RSA) allow you to input multiple headlines and descriptions, and Google Ads automatically tests different combinations to determine the most effective ad text for each search query.
3. Responsive Display Ads: Similar to RSA for search, Responsive Display Ads allow you to provide various images, headlines, and descriptions. Google’s AI then assembles and optimizes ad combinations for display campaigns.
4. Dynamic Search Ads (DSA): DSA automatically generates ad headlines and landing pages based on the content of your website. It’s a time-saving option for advertisers with extensive websites.
5. Google Ads Recommendations: This tool uses AI to provide advertisers with suggestions for improving ad campaigns. It can suggest changes to keywords, bids, ad copy, and more.
6. Audience Expansion: Google Ads uses AI to identify and recommend new audience segments that are likely to convert based on your existing customer data.
7. Performance Max Campaigns: This campaign type uses machine learning to automatically allocate your budget across various Google properties and networks to maximize your campaign’s performance.
8. Ad Suggestions: Google Ads can automatically generate ad suggestions based on your existing ad copy. Advertisers can review and apply these suggestions as needed.
9. Auto-Applied Recommendations: Some recommendations provided by Google Ads can be set to auto-apply, allowing Google’s AI to make changes to your campaigns without manual intervention.
10. Keyword Match Types Suggestions: Google Ads may suggest changes to your keyword match types based on performance data and user search behavior.
11. In-Market Audiences: Google Ads offers in-market audiences that use AI to identify users actively researching and considering products or services similar to what you offer. These audiences can be targeted in your campaigns.
12. Custom Audiences: You can create custom audiences based on user behavior and interactions with your website, such as site visitors or previous converters, using AI-driven data analysis.

Note that Google continuously updates and enhances its advertising platform, so it’s essential to check the latest features and tools available in Google Ads to make the most of AI-driven optimizations for your advertising campaigns.

Using AI and PPC Automation for Microsoft Advertising Campaigns

With pay-per-click (PPC) advertising on Microsoft Advertising (formerly Bing Ads), you can reach a vast audience of potential customers. Unlike Google Ads, Microsoft Advertising may have a lesser market share but it does offer many advantages for e-commerce businesses. To maximize the effectiveness of your Microsoft Advertising campaigns, you can leverage automation tools and techniques.

PPC automation is a game-changer for Microsoft Advertising campaigns. By automating various aspects of your campaigns, you can save time, improve efficiency, and achieve better results. Whether it’s bid management, ad copy testing, or audience targeting, Microsoft Advertising offers a range of automation options to help you get the most out of your PPC efforts.

Let’s look at ten ways to use PPC automation for your Microsoft Advertising campaigns.

1. Automated bidding strategies. Leverage Microsoft Advertising’s automated bidding strategies like Enhanced CPC (eCPC), Target CPA, and Target ROAS to let the platform automatically adjust your bids for better performance. These strategies use machine learning algorithms to optimize your bids in real-time.
2. Keyword Management. Use automated keyword management tools to discover new keywords, identify negative keywords, and adjust keyword bids. This ensures that you’re targeting the most relevant search terms and improving ad relevancy.
3. Ad copy testing. Automate your ad copy testing process by using tools that rotate different ad variations and analyze their performance. This helps you identify the most effective ad copy quickly.
4. Ad scheduling automation. Set up automated ad scheduling based on historical data to display your ads during peak conversion times. This ensures your ads are shown when they are most likely to convert.
5. Dynamic Search Ads (DSA). Utilize Dynamic Search Ads to automatically generate ad headlines and landing page URLs based on the content of your website. This saves time and ensures your ads are always up to date.
6. Automated rules. Create automated rules to perform specific actions when certain conditions are met. For example, you can set rules to increase bids on high-converting keywords or pause underperforming ads.
7. Audience targeting. Leverage automation to target specific audience segments based on demographics, interests, and behavior. Microsoft Advertising offers audience targeting options that can help you reach your ideal customers.
8. Ad extensions. Automate the management of ad extensions like sitelinks, callouts, and structured snippets. These extensions provide additional information to users and can improve your ad’s visibility.
9. Budget management. Use automation to manage your budget effectively. Set up rules to adjust daily or campaign budgets based on performance metrics, ensuring you don’t overspend on less effective campaigns.
10. Performance reporting. Leverage automated reporting tools to receive regular updates on your campaign’s performance. Automated reports can provide insights into key metrics, allowing you to make data-driven decisions quickly. Bear in mind that third-party tools usually provide more detailed and in-depth reporting and analysis on ad campaigns.

Using Third-Party AI Solutions to Improve Your PPC Campaigns

Both Google Ads and Microsoft Advertising offer AI solutions for e-commerce businesses. So why use third-party AI tools when the ad platforms already have those? Is Google AI good or not? Well, it is good but there are nuances to consider.

There are fundamental differences between built-in AI and automation that come with ad platforms and third-party AI tools for ad optimization.

These boil down to the following: Google Ads and Microsoft Ads AI can make your e-commerce routine simpler and even improve your ad performance but they will not favor your online business excessively. Here’s why.

• Widespread Adoption. Everyone uses platform AI, making the playing field even. Third-party AI personalizes optimization for your business, giving you a strategic edge.
• Data Availability. New or smaller businesses often lack the data needed for effective AI training. Third-party AI can extract valuable insights from scratch, unlike platform AI which relies on historical data.
• Winning the Competition. Ad platform AIs do not offer in-depth competitor analysis to ensure fairness. Third-party AI provides in-depth competitor analysis, revealing their strategies and tactics for a data-driven advantage.
• Bidding Like a Boss. Platform AI bidding can lead to bidding wars in competitive markets. Third-party AI uses a more granular approach and competitive analysis for smarter bidding.
• Adaptability is Key. Platform AI algorithms constantly change. Third-party AI is more agile, adapting to these changes and keeping your campaigns ahead of the curve.

So, while Google Ads AI and similar solutions in Microsoft Advertising can certainly improve the efficiency and effectiveness of advertising campaigns for e-commerce businesses, they do not provide an excessive competitive advantage on their own.

Success in e-commerce relies on a holistic approach that includes factors beyond advertising, such as product quality, customer experience, branding, and the use of third-party AI and automation tools.

Using Stand-Alone AI and Automation Tools in PPC Advertising [BrightBid Case Study]

Nobis Hospitality Group, a Swedish hotel chain, faced challenges driving cost-effective direct bookings for the Blique by Nobis Hospitality Group due to strong competition from travel aggregator sites. In just 8 weeks, BrightBid boosted Blique’s PPC conversions by 45% and increased Return on Ad Spend (ROAS) by a remarkable 216%.

Nobis Hospitality Group aimed to expand its premium hotel, Blique, internationally. While they had success with paid search for other brands, they struggled to achieve cost-effective direct bookings for Blique. Their goal was to increase direct website bookings, reducing commissions paid to travel aggregator sites.

BrightBid combined AI-driven technology with human expertise, optimizing results with a limited budget. They reduced site clicks by 17%, increased Cost Per Click (CPC), and attracted higher-quality traffic, resulting in a 40% reduction in bounce rate and a 15% increase in session duration. Target optimization and bid adjustments were key to attracting high-value customers.

BrightBid’s efforts increased website traffic conversion to bookings by 45% and revenue from bookings by 257%, leading to a remarkable 216% boost in ROAS.

AI for PPC: Maximize Your Strategy with Built-in & Third-Party Solutions

The future of PPC is intelligent and automated. By leveraging AI’s power, you can streamline campaign management, target the right audience, and maximize your return on ad spend. Explore both built-in and third-party AI solutions to craft a winning PPC strategy for your business.