You’ve probably noticed that machine learning & AI are recurring topics within our blogs. We believe in the use of this technology, and in the future, its role will be even more significant than it already is within marketing and Shopify. Today we’ll talk about machine learning and why you should embrace it! We will cover the current applications in Google Ads and answer the question, “Will it make the marketer obsolete in Google Ads?’.
We’ll briefly discuss machine learning since we do not want this to be another Wikipedia-like blog; therefore, without further or do ->
Machine learning, what is it?
Machine learning is a process of teaching computers to learn from data without being explicitly programmed. The basic premise is that if you give a computer enough example data, it can “learn” to identify objects in pictures or recommend products based on customer preferences.
Google has used machine learning for many years in ad campaigns. The main application of machine learning in these campaigns is to use historical data to predict what actions are most likely to result in a desired outcome, such as increasing sales or website visits. This approach allows Google to target ads more effectively and improve campaign performance.
How does this work in Google Ads?
As a Shopify store owner, one of your key goals is to drive traffic to your website and convert that traffic into sales. And while there are several ways to achieve this, using Google Ads is a highly effective strategy – especially if you leverage the power of machine learning.
Google Ads uses a variety of factors to determine the relevance of an ad, including the user’s search query, location, and interests. Machine learning helps to improve the accuracy of these predictions by analysing past user data to identify trends and patterns. This helps to ensure that your ads are more relevant to your target audience, resulting in more clicks and conversions.
Thanks to the power of machine learning, Google Ads is constantly getting better at targeting potential customers. If you want to increase traffic to your Shopify webshop, using Google Ads is the way to go. Your ads will only get more effective over time, thanks to machine learning.
How to still have an influence
As machine learning takes over more activities in Google Ads, you may be wondering how you can still influence your campaign. The good news is that there are still ways to make sure your ads are effective and reach your target audience.
Become a power-user know the ins and outs of google ads, only that way you can be totally sure of what buttons are still pressable and what has been automated.
Make use of automation layering. Optimise input data and signals to ensure that the algorithm will steer towards your ultimate goal.
Also, machines can make mistakes like with smart bidding. There could be a chance that, for some reason, the cost per click increases drastically due to a machine error before you notice that days could have passed, and the company will lose resources.
Therefore you should enable other pieces of automation (Layers) around Google’s automated algorithm to make sure everything goes smoothly. You could enable rule-based automation. If X happens, Y should happen.
The new role of the marketeer
Handing over the reins to Google can be a daunting task, especially when you are used to doing all of your marketing yourself. It takes up too much time and energy, which could have been better spent on other things that need attention.
But the tasks of a marketeer has changed. We still need humans to do some of the work! The best collaboration of the 21st century is AI and humans! So what tasks should be done by us?
Well, let me give you some examples:
- Managing the periphery of Google Ads
- Creating and maintaining the proper account structure
- Setting better, more realistic targets
- Optimising structured data like feeds and creatives
- Feeding more accurate conversion data back to Google
See! There are lots to do; maybe you can develop new structures or update the companies targets to make them better reachable!
We should embrace this change in a world where automation and machine learning are dominant. It will make many things more manageable and improve the effectiveness of our advertisements.
Marketeers will not have fewer things to do, but our role has changed! Our focus is now mastering our fields of expertise and getting to know everything there is to know about machine learning and automation within that field. Only then will we make the most out of everything and be able to use automation layering.
At CroudX, we are already embracing the wonders of machine learning, and we will continue to do so. We have seen many improvements together with our clients in google ads and all-around their marketing activities. We have improved customer lifetime values; conversion ratios and have increased many of our client’s returns on advertising spent.
Do you want to receive these newsletters weekly? Do not forget to subscribe to our newsletter! If you want to know more about machine learning on different platforms, you should also check out our other blogs, where we cover a lot of these topics, and of course, we will continue to cover these topics in the future.
Till next time!
Check out our previous blog!