One of the hottest topics on the internet right now is artificial intelligence. The era of digitalization is giving way to a decade of artificial intelligence and robotics. This topic is relevant to our field, as AI has been integrated into Google Ads contextual advertising for several years now, and it is only beginning to emerge in some Google products.
The world is evolving in such a way that there are fewer smart people and a lot more information that needs to be processed quickly and efficiently. Over time, simple, repetitive tasks are being handled more efficiently by programs that can analyze data, draw conclusions, and make managerial decisions based on that data. We have observed this evolution in our work, and now let's take a closer look.
Artificial intelligence is a self-sustaining system that processes information and takes specific actions based on its algorithms.
Elements of artificial intelligence in Google Ads contextual advertising became relevant when data orientation was introduced, specifically the synchronization of data from Google Analytics and the implementation of smart bidding strategies. These strategies started making bid decisions on behalf of humans. Placing a bid at the exact moment of the auction—sounds tempting, doesn’t it? Thousands of words processed and millisecond response times. Pretty cool, right?
Effectiveness data flowed in from Google Analytics, and Google Ads began to independently manage bids and auction participation. After successfully testing this chain in search campaigns, AI elements were gradually introduced into shopping campaigns, first through smart shopping campaigns and then into Performance Max. The difference with Performance Max is that Google started not only using data from a specific site but also external signals—Google Signals. This allows them to target users across different websites and devices based on their interests.
Contextual advertising and artificial intelligence
AI elements in Google Ads encompass more than just bidding management. They now include decisions about participating in expensive or cheap auctions, handling expected average transaction values, and selecting specific products for shopping ads. This helps advertisers achieve ROI-oriented profitability. In one ad campaign, the system determines which products are profitable or unprofitable to advertise, where, when, and to whom.
The developers have simplified manual operations as much as possible, reducing the time needed to analyze data. They’ve automated many processes, replacing thousands of hours of human labor.
Google developers continuously improve their functionalities, so the implementation of AI elements progresses every day, with algorithms evolving endlessly.
You might ask:
❓ What should specialists do?
Our answer:
✅ Work and take advantage of the benefits of AI because it’s the greatest time and cost saver.
* In practice, there are other ways AI can be used in PPC, but in its built-in form, this is how it works.
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