Artificial intelligence is quickly becoming a game-changing commodity in marketing. The technology behind it is improving dramatically and its uses are growing more varied and diverse than ever before. This article takes a look at some ways that this technology can be applied to various marketing tasks, including ad targeting, personalisation, SEO enhancement and automated reporting.

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Use AI to help improve ads targeting

The introduction of artificial intelligence (AI) is creating new opportunities to improve the effectiveness of advertising and marketing. AI can help identify more relevant customers to target with ads and more accurately predict how likely those individuals are to convert, and then measure the actual results of this targeting.

You can use AI to target your ads using various methods, including using lookalike audiences on Facebook or Google and creating custom audiences on Facebook based on people with specific attributes, such as shoppers who have visited your site or purchased items from you in the past. You can also use AI to target ads toward people with some demographic similarities to your existing customers. For example, you could create an audience of people who live in postcodes similar to your best customers or who have similar interests based on their online activity.*

With information about who your best customers are, you can create ads tailored to their preferences. This allows you to show them ads relevant to what they might be searching for, thereby increasing the chances that they will click on your ad and visit your website or store. Additionally, if you choose to use retargeting in combination with looking at similar customer profiles for new customer targeting, you can tailor ads even further by showing them ads for products they’ve previously expressed interest in.

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Increased personalisation through marketing AI

Marketers have always wanted to know more about their customers, and now they can.

Artificial intelligence (AI) is evolving faster than ever before, and marketing AI applications can provide the depth of granular information that marketers need to achieve their objectives.

The goal of personalisation is to provide customers with a better experience by understanding them more deeply. AI’s ability to understand what customers want will soon make this easier than ever before.

When an organisation wants to personalise an interaction with a customer, such as a web page or email message, it begins by analysing the data that it has available about that customer. This might be data about the customer’s purchases in the past, or it could be data from social media posts or public records like property transactions and court cases. The organisation then uses this data to build a model of the customer’s preferences and characteristics. Having built the model, the organisation can use it to predict how the customer would respond to different marketing messages or products, and personalise its outreach accordingly.

This requires nothing less than AI: machine learning algorithms that automate both the creation of models and the analysis of incoming data so that an organisation doesn’t need dedicated teams of people to do it manually.

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How to improve your SEO rankings using AI

The most valuable part of SEO is creating and publishing relevant content to your audience. This means creating content that will rank well in search engines and is also interesting to your target customers.

The problem with this approach is that it requires a lot of trial and error – writing a bunch of articles, seeing which ones do well and then repeating the process based on this data. This can be time-consuming and expensive – but it doesn’t have to be. By using AI, you can identify topics that will rank well for SEO and tailor your content to better fit these criteria.

There are tools that scan articles that you write, and they provide recommendations on how you can improve the SEO of your article. These recommendations are designed to help the search engines better understand what your article is about, and hopefully make them more likely to rank it highly in their results.

Also, new AI technology allows you to identify your competitor’s backlinks and determine a list of potential sites that can link to your own website.

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Streamline your Google Ads management with AI

Google Ads has so many features that it can be overwhelming. The software is constantly being updated with new features, and it’s easy for advertisers to get lost when optimising their campaigns. Here are two smart ways that AI can improve your Google Ads management.

AI to help identify high-performing keywords: Identifying high-performing keywords can be time-consuming and difficult. Finding keywords that have a low cost per conversion and a high return on ad spend (ROAS) are the most valuable. AI makes this task much easier by identifying which keywords are underperforming and need to be taken out of your ad groups or campaigns, and which keyword should be added to your ad groups and campaigns. If the keywords aren’t part of an ad group, then AI will recommend creating a new ad group for those specific keywords so they can be optimized more effectively.

AI to help identify low-performing keywords: It’s important not to waste money on keywords that are not profitable. Keywords need to generate enough traffic and conversions in order for them to be considered high-performing keywords. Otherwise, it makes sense to stop bidding on those bad words or remove them from campaigns.

Here at Eloquent we invest in smart AI technologies to help us deliver the optimal performance for our clients Google Ads Management.

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AI can automate a lot of the daily tasks that marketers need to do every day

As more marketing professionals turn to artificial intelligence (AI) to automate time-intensive tasks, they’ll have more time to focus on the human side of marketing — interacting with customers and prospects in ways that build relationships.

Tasks that AI can handle include:

‍Segmenting leads and contacts. Many marketing automation platforms enable marketers to segment their contacts into groups based on specific criteria, such as industry, company size or geography. For example, a marketer might want to send an email campaign about a new product to all contacts who work for companies in the technology sector in North America or Europe. An AI assistant can help by identifying such contacts and putting them into the appropriate segments for the marketer.

‍Scheduling emails and other messages. Marketers typically spend a lot of time creating email campaigns or social media posts. AI tools can automate this process by suggesting when a message should be sent, who it should go to and what text it should contain. If the AI assistant recommends sending an email on Friday morning, for example, the marketer could accept or reject that suggestion as appropriate.

‍Writing emails and other messages. Automated assistants can also advise marketers on what message to write — both the content and the style of communication.

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In Conclusion

From the information above, it is easy to see why we believe artificial intelligence will be a game-changer for marketers. The technology is rapidly improving, and you can start using it today for marketing tasks. As you become more familiar with the technology, look for ways that you can integrate it into your own marketing activities. You will be amazed by how useful and powerful the technology can be!

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