Artificial intelligence is no joke. It is changing the way we live and think (specifically, we don’t have to think as much). Some may interpret this as a bad thing as reliance on technology tends to make people lazy and think less, which subsequently makes them dumber over time. Pay per click advertising has been within the scope of this change for a few years now.
Growing PPC Campaigns Through Advanced A.I. Ad Automation
Manually programmed AI, machine learning, neural networks. These are 3 powerful aspects of artificial intelligence that are shaping PPC campaigns by changing ad platforms. Automated rules being created though manually programmed AI is an example of an “AI PPC manager” could exist. The rules can be preset and edited by a human. These rules can be expanded in time and a powerful AI PPC campaign manager could theoretically be created.
Machine learning is the ramp up in Google’s AI journey. Google has been using A.I. to improve it’s products like Google Translate and multiple Google apps. Of course, Google’s search engine has benefited from machine learning in the form of the RankBrain. Read more about RankBrain.
Google AdWords’ retargetting system is a sample of AI PPC (low level) machine learning. When ads are retargetted to people is a result of AI learning a particular audience.
Another example of Google’s use of machine learning is Google Flights™, an app that uses previous flight histories combined with machine learning algorithms to predict any delay of a flight.
Neural Networks Fit Into PPC Advertising As Well
Information is passed from neuron to neuron until we ultimately come to some interpretation of the signal. This is how are brains work. Neural networks also pass an input through many layers of processing. Eventually, a confidence score for each level of processing.
Deep learning consists of a multi-layer type of process. As the name suggests, the signal may pass through different “deep” paths, and the path with the highest confidence in being correct produces the result. This “result” could be a well developed, high ranking AdWord™ ad, completely created though AI.
An engineer on Google Translate gave an example of neural networks some time ago. He explained that for Google to be able to translate text captured through a camera phone in real time, neural networks are used to help with computer vision.
If you want to see a neural network in action, try Google™ Quick, Draw, As the machine gets more data from the user continuing to draw, the AI guesses improve until it finally gets the right answer.
It is almost scary how fast and how far Google™ is achieving growth in it’s search engine efficiency by integrating advanced AI protocols day by day.