The rise of the machines is well and truly underway. In fact, it has been for some time. Machine learning and artificial intelligence have come a long way in the past decade, and now they are integral aspects of modern marketing.
In this blog, we’ll see how analytics-driven marketing is shaping the future of digital marketing.
While many may fear their jobs will soon be usurped by a robot, the advancing technology is great news for marketers. Machines are capable of analysis and automation on a level far beyond the reaches of any human or team of people.
Using data in marketing makes it incredibly easy to put more things on autopilot so that you can create better, more effective advertising campaigns.
Here are some great examples of data-driven marketing at work today.
Whether it’s a Display, Shopping, Search or Video campaign, having a goal will improve your decision-making. By using these campaigns, you can select a goal and then Google will provide relevant settings and features that will help you hit that objective.
If you want to maximize your budget, try Smart Bidding. This considers millions of different signals to allow you to optimize your bids, effectively saving you time and money.
Ideally, you should know a little about automated bidding before trying this out. Also, you must enable conversion tracking to use Smart Bidding.
Sometimes a normal ad just can’t convey the true value of your offer. By using automated extensions, Google Ads will automatically create additional information snippets and display them when your ad is shown to viewers. This can help boost ad performance and earn you more customers.
There is no guarantee that all of your ad impressions will arrive in a timely manner. If you want to pick up the pace, consider activating Accelerated Ad Delivery in the campaign settings.
This works well if you are on a tight budget and want to get all your impressions when your target audience is online, rather than stretching them out over the day.
For larger companies that have a huge inventory or a well-developed website, using Dynamic Search Ads can help you reach better-qualified leads.
Even the best keyword strategy and the most well-managed account can miss out on relevant search queries, or encounter delays with advertising the newest products. Dynamic Search Ads help you to continually attract the right people, at the right time.
Dynamic Keyword insertion allows advertisers to provide viewers with more relevant ad copy, albeit while only using a single generic ad for multiple keywords.
Google Ads inserts different keywords into the same base ad copy, which means when a user triggers one of the keywords in the ad group, they will see a distinct ad tailored to their search query. This helps you create a lot of relevant ads that are aligned with user intent, thus driving your clickthrough rate (CTR) up.
Nobody wants to waste their marketing budget on Google Ads. Thankfully, data-driven marketing makes it easier to manipulate the rules and scripts so that you can automate decisions around your business and budget.
It only takes some small mistakes or wrong settings to cause a huge disaster in Google Ads, which can lead to massive losses if there is a lot of money on the line.
By setting up alerts for outliers, you can receive automated emails from Google Ads that will inform you of any unusual activity from your competitors or keywords.
Let’s say your competitor bids surge, forcing costs sky high. With some custom rules, you can ensure your bids and daily budget are limited to minimize spending and losses. Conversely, if the cost per acquisition is rock bottom, you can boost your bids to get more leads for cheap.
As Google Ads gets more phone-friendly, it begs the question of whether content is even needed anymore?
The launch of call-only campaigns is a major boost for local business, as it can help you encourage more people in the local area to get in contact with your business. By using data in marketing, you can create attractive ads that are light on content, but strong with their call-to-action.
The shift towards autopilot mode is easier with data-driven attribution modeling. This gives credit for conversions based on the ways people search for your business, and how they decide to become your customers.
Attribution modeling uses your campaign data to determine which ads, keywords or channels contributing the most towards your goals.
As we progress into the digital age, data insights and analytics-driven marketing will become the solid foundation of online business. So, where will digital marketers fit in if machine learning takes center stage?
You may think it could spell the end for humans in digital marketing, but that’s not the case at all. Data is merely the new oil that marketers have been searching for. Without intelligent marketing personnel on hand, the data is useless.
In the future, digital marketers will become more focused on campaign optimization, as configuration will largely become automated. Marketers must invest more time in understanding data so that they can draw valuable insights and knowledge from it. Over time, this will allow them to make wiser decisions.
While algorithms can create a good campaign, they may not be so good at optimizing it. By investing in analytics, your company can get better insights from their customer data, which will allow them to generate better results.
PPCexpo takes data-driven marketing seriously. We have hired a dedicated team of data scientists that continually devise new reports and tools that allow marketers to make the most of their data. Check out the PPCexpo Reports Library to take a big step forward in data analytics today.
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