Machine learning and AI technology will be more important in the future than they are now. Today, we'll discuss machine learning and why you should use it! We will review the current Google Ads applications and answer the question, "Will it make the marketer redundant in Google Ads?"
Machine learning, what is it?
The process of teaching computers to learn from data without being explicitly programmed is known as machine learning. The underlying assumption is that if a computer is given enough example data, it may "learn" to recognize things in images or recommend products based on client preferences.
For many years, Google has incorporated machine learning in ad campaigns. The primary role of machine learning in these initiatives is to use historical data to forecast the most likely outcome, such as increased sales or website visits. This method enables Google to target advertising and boost campaign performance more efficiently.
How does this work in Google Ads?
One of your primary goals as an eCommerce business owner is to increase visitors to your website and convert that traffic into sales. While there are various approaches, employing Google Ads is highly effective, especially when combined with machine learning.
Google Ads considers various criteria for determining an ad's relevancy, including the user's search query, geography, and interests. Machine learning improves forecast accuracy by evaluating historical user data to detect trends and patterns. This makes your adverts more relevant to your target demographic, which leads to more clicks and transactions.
Google Ads is continually improving at targeting potential clients thanks to machine learning. Using Google Ads to generate traffic to your Shopify store is the way to go. Your adverts will become more effective over time as a result of machine learning.
How to still have an influence
You may wonder how you can still affect your campaign when machine learning takes over more tasks in Google Ads. The good news is that there are still techniques to ensure that your advertisements are effective and reach your intended audience.
By becoming a power user and understanding the mechanics of Google Ads, you can determine which buttons are still adjustable and which have been automated.
Utilize automation layers. Optimize the algorithm's input data and signals to guarantee it steers toward your primary objective. Allow for rule-based automation. If X occurs, Y should occur.
The new role of the marketeer
Giving Google the controls can be stressful, especially if you are used to executing all of your marketing yourself. It consumes too much time and energy that may be better spent on other things that require attention.
However, the tasks of a marketeer have changed. We still require humans to perform some tasks! AI and humans are the best collaboration of the twenty-first century! So, what are our responsibilities?
Well, let me give you some examples:
Managing the ins and outs of Google Ads
Creating and maintaining the proper account structure
Setting better, more realistic targets
Optimizing structured data like feeds and creatives
Feeding more accurate conversion data back to Google
See! There is a lot to do; you could develop new structures or update the company's targets to make them better reachable!
Billy Grace
In a world characterized by automation and machine learning, we should embrace this shift. It will simplify many things and boost the effectiveness of our marketing.
Marketers will not have fewer tasks to complete, but our position has evolved! Our focus is now on mastering our areas of expertise and learning everything we can about machine learning and automation within those sectors. Only then will we be able to make the most of everything and apply automation layering.