Why You Should Use AI in Advertising

The advertising landscape is changing rapidly. Gone are the days of brainstorming a clever headline, matching it with an award-winning visual, and plastering it all over for the world to admire. This technique may produce really good adverts, but do those adverts actually increase sales? Artificial intelligence (AI) advertising uses data and metrics to produce adverts that will appeal to your chosen target markets in order to increase your site's organic traffic. There’s actual science behind it.

As a business owner, if you don’t keep up with this rapidly developing landscape, you might as well prepare to eat your competitors’ dust.

How AI Is Used in Advertising

AI tracks the performance of your adverts and marketing campaigns. It can also track the performance of your competitors’ campaigns. The real advantage of AI in advertising is that AI can digest your data and metrics almost immediately to tell you which campaigns are working, what your customers are looking at and interacting with, and what your competitors’ customers are most interested in. This will help you to optimize your reach while optimizing your ad spend at the same time.

AI can help you put the copy for effective e-commerce ads together and provide variations to choose from. AI can also help you place your adverts—it’s no longer an educated guess. You’ll know exactly which channels to use, how often to use them, when to use them, and when it’s time to change and refresh your campaigns—depending on the functionality of the AI solution you choose to use.

Benefits of Using AI in Advertising

There are many benefits to using AI in digital marketing. In fact, the benefits far outweigh the cons. The most important ones include:

• Cost You will save a lot of money in the long run because your campaigns will be more accurately targeted.
• Relevance Your adverts will be more relevant and more personalized.
• Streamlined campaigns Your campaigns will become more streamlined over time, ensuring that your brand presence is visible at the right time and on the right channel for optimal results.
• Machine learning This means that your AI will learn and improve from experience over time without needing any programming.
• Dynamic pricing AI can help you set your pricing according to your customers' purchasing patterns so that it changes as trends come and go.
• Ad trackers Ad trackers in e-commerce offer you valuable information and data to help shape future campaigns.

How Google and Facebook Use AI for Advertising

Google and Facebook are using AI for advertising and have been for some time. Google uses AI and automation in various ways, including maximizing performance and relevance on YouTube, putting together more responsive search adverts, and Google ads conversion tracking.

More recently, Facebook has been using AI to:

• Detect deepfakes This enables Facebook to detect artificial videos with an accuracy of around 82%.
• Real-time translations Translates posts for users instantly.
• Assisting the visually impaired This AI provides a voice-over for visuals and posts specifically for people who are visually impaired.
• Suicide detection The AI combs posts to pick up on content that could signal that someone is considering suicide.
• Image recognition Facebook has been using image recognition for some time. This AI is simply developing and improving as time goes by.

Thinking about advertising on Facebook? Read How and Why You Should Use Facebook’s Campaign Budget Optimization.

How to Start Using AI in Advertising

The good news is that you can start using AI to boost your online marketing today without knowing much about it. Here is a simple step-by-step guide to get you started:

1. Online learning Familiarize yourself with AI in advertising by spending some time reading up about it. A wealth of information is available in the form of blogs, articles, and videos to better understand what AI in advertising entails. There are also courses you could attend online.
2. Set goals Spend some time working out exactly what you want to achieve with your AI.
3. Choose the AI solution that best matches your goals You may need the help of an expert with this step to make sure your solution is aligned with your goals. Even though this will incur costs, the savings you will make in the future will cover these costs multiple times over.
4. Start small Integrating AI into your advertising should start small. As you learn and understand the way your AI works, you can bring in more functionality and grow your AI strategy.
5. Get staff buy-in It is very important to get buy-in from all your staff. AI must become a daily task so that it integrates into the regular routines of your business. It will be easier to get buy-in when your AI starts showing results. This can be very exciting for even the most rigid staff member.