Google Ads / SEA / Campaign Creation + Campaign Management
01.
Algorithms first
Automation and algorithms are critical to running effective Google Ads campaign as they streamline complex processes and enhance precision.
Automated bidding strategies adjust bids in real-time, depending on how likely a click will result in a conversion.
It also ensures that you're spending your budget efficiently, optimizing for specific goals like conversions, clicks, or impression share.
Google's algorithms evaluate historical performance, competitive metrics, and auction-time signals (like device, location, time of day) to make these decisions. This allows way faster and more accurate adjustments than manual oversight
Personalized Targeting and Audience Segmentation
Automation: Google Ads’ machine learning identifies patterns in user behavior and automatically targets ads to the right audience segments.
02.
Strategy & Supervision
Strategy - Automation is still limited when it comes to creating engaging content and defining complex marketing strategies that require a deep understanding of cultural nuances and consumer behaviors.
You know your goal(s) and customer/clients better.
Supervision - The first concern regarding campaign management will (more than ever) to ensure that the right bidding strategies are set up, to perform in line with your business objectives. Automated/Smart bidding strategies (target ROAS, tCPA, Maximize conversions...) efficiency is fully reliated to the datas they are feed with.
03.
Creativity
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Creativity - Automation and algorithms can optimize technical elements, creative aspects like messaging, visuals, and strategy require human insight and ingenuity
While automation optimizes the delivery and performance of ads, it is creativity that ultimately drives engagement, brand loyalty, and emotional connection.
By balancing the technical efficiency of automation/algorythim with the power of human creativity, advertisers can craft campaigns that not only reach their target audience efficiently but also resonate on a deeper level, driving conversions and long-term success.
04.
Analysis & interpretation
Human analysis and interpretation will remain vital for strategic decision-making.
It will allows advertisers to go beyond data points and metrics to understand the broader context, adapt to changing circumstances, and align campaigns with both short-term performance goals and long-term business objectives.
By combining automation’s efficiency with human insight, advertisers can maximize the impact of their Google Ads campaigns!
05.
A.I - Akkio, ChatGPT, Google DeepMind and more...
Artificial intelligence has been booming since ChatGPT-4 went online...
New artificial intelligence platforms have been flourishing for a few months now, and the world of digital marketing has already been hit hard by the "AI" wave, and everything suggests that this is only the beginning:
It is a Copernican revolution that is likely to take place in the coming months: To simplify, previously, machines provided us with data, and access to this data. Humans (your freelancer, or your agency) were responsible for analyzing this data, and optimizing your campaigns accordingly.
AI, applied to digital marketing, allows data analysis, to identify the most relevant insights and to even to make precise predictions. And all this much faster than a human being can do.
...Not even mentioning the visual/creative part of advertising, as Google's DeepMind projects such as "Veo 2", "Imagen 3", or the (now constant) flow of AI generated pictures flooding the internet perfectly illustrate that.
So far, creating, managing and optimizing PPC Campaigns still requires a significant amount of human work. Nevertheless, the inevitable rise of AI will most likely change this state of affairs.
The incoming challenge for companies will therefore be to successfully negotiate the current shift: to familiarize themselves with these new tools, to understand their applications and the benefits they can derive from them in the short, medium and long terms.