The Future of Paid Advertising: AI, Automation, and Personalization

 

Paid advertising these days is a very common technique of digital marketing. As it provides quicker results than organic marketing, businesses give it much weightage.

Whether it is Google PPC ads, Facebook ads, or other social media ads have become a must part of digital marketing strategy.

Because the process, techniques, or technology of such paid marketing are improving day by day, it is becoming even more popular.

From generative AI to personalisation, the incorporation of such technologies is revolutionising the whole marketing scenario.

In this article, let us see how we can expect paid marketing to be in future with AI, automation, and personalisation.

AI in Paid Advertising

We already know that AI algorithms dominate the current marketing scenario. From wishing to get Instagram reels viral to optimising Google ad campaigns, we have to rely on AI.

Now, AI is not confined to algorithms because generative AI is now helping marketers create ad copies from text to images.

AI tools like ChatGPT, Bard and Dall E, etc., have changed the whole scenario in paid marketing. Moreover, Google recently specifically added generative AI to its Demand Gen ads. This trend shows that tech giants won’t stop here, so we can expect more AI roles in PPC ads and other products.

Besides Google, Meta, which currently relies on AI for audience targeting and ad placement for paid ads, may in the future give more weightage to AI technology in the whole process of running paid ads.

It is now actively working to provide generative AI features through its Advantage + Creative.

 Automation in Paid Marketing

Automation in paid marketing isn’t a new concept.

Currently, both Meta and Google use AI algorithms in paid marketing, though currently, they are only confined to budget bidding optimisation techniques.

For example, Google, through smart bidding or Facebook’s CBO, gives the option to use machine learning over manual control to optimise bids for ad auctions.

This automated bidding system controls, releases, or adjusts the budget based on the most suitable time or user behaviour so that maximum conversions can be achieved at the lowest possible cost.

As AI is evolving, we can expect paid marketing platforms in the future to hand more automation work to AI in other areas of campaign management, which is currently limited to budget bidding.

Personalization in Paid Advertising

Already, social media algorithms show content to users according to their interests, and this personalisation is improving. We watch online what we like the most or what interests us the most.

Again, this is all possible because of AI.

Even in paid ads, whether it is finding the right audience to place ads or optimising bids, marketing platforms provide much personalisation through dynamic ads.

In particular, Meta Dynamic Creative Optimization (DCO) technology automatically selects or adapts the best match of images and descriptions for each user based on user data. That means every user gets to see ad copies with different content based on their interests.

Similarly, Google’s responsive search ads combine the best headline descriptions and images to make the final ad copy relevant to each user.

All these trends show that tech giants won’t stop here as personalisation is becoming a key point in marketing. So, we can expect to see more personalised ad copies in future.

That’s it

Paid advising is getting better with technology, so in future, it is inevitable that enhanced AI, personalisation, and automation will be part of it. In what manner? That can be known with the time only. However, staying updated with the new developments is important to make your paid marketing successful.  For updates, stay tuned to our blog.

Moreover, if you are looking for a digital marketing company in London to optimise, manage, or run your paid ad campaign, get in touch with us. Thank you for reading!