Automating Pay-Per-Click Advertising Agency with Machine Learning

AI and Machine Learning are improving digital marketing activities and making them more effective. Popular search engines like Google, Bing, and Yahoo have advanced AI algorithms that refine their search results. Several fortune 500 companies use pay-per-click (PPC) automation techniques to generate business. Recently, Pay-Per-Click advertising agency has experienced a radical shift with AI integration.    PPC is the most popular mechanism to accelerate brand visibility with a variety of display and search ads. Over the recent years, several technological advancements have achieved accurate audience targeting. In this blog post, we will discover how machine learning is transforming PPC activities.     

Machine Learning Features In Google Ads

Machine Learning plays a critical role in optimizing PPC campaigns for better visibility and higher conversion. The advent of machine learning algorithms has enabled advertisers to automate their campaigns to achieve the desired PPC goal. For example, let’s assume that you want to optimize your campaigns to maximize clicks. In such cases, the machine learning algorithms automatically determine the target audience that are more likely to click on your ads.  Below are the key machine learning features that have transformed Google PPC advertising.

#1 CPC Reduction Through Smart Bidding

Cost per click (CPC) is the actual price that advertisers pay for every click on their PPC ad campaigns. In Google ads, CPC varies based on two main factors i.e the selected keywords and the ad campaign’s quality score. You can optimize the quality score with SEO efforts, but keyword selection can be tricky. Selecting keywords with high search density proportionately increases the CPC of your ad campaigns.  The Smart Bidding feature in Google Ads enables PPC advertisers to reduce their CPC and CPA with automated bid strategies. Also known as ‘Auction-time-bidding,’ it uses Machine Learning to accurately predict various bid amounts and their impact on potential conversions. Smart bidding is extremely useful at determining the impact of various keywords on conversion value. It, therefore, enables you to choose the most relevant keywords with significant CPC and CPL reduction.  There are four types of smart bidding strategies:  

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