Robots Are Taking My Job

AI to Take Over Google and Facebook Ad Campaign Creation and Management

Robots are taking my PPC work but I’m ok with that.

PPC means pay per click – so creating and managing online ad campaigns on Facebook and Google.

If you run Google Ads you’ll have noticed that they’re amping up their use of AI at a rapid rate.

The results are mixed right now (March 2020) – some parts are great, some not so great - but I have no doubt that AI will take over most or all of the work that we PPC people are doing right now.

AI will create and run Google and Facebook ad campaigns.

This will happen soon.

Facebook are headed the same way. Google and Facebook are fierce competitors for the advertiser’s dollar so they tend to keep up with each other with constant new features and innovations.

Google needed to do something as their Ads platform is very complex and takes a long time to learn to use well, so AI is a great opportunity for them.

And Google have long wanted to access advertisers’ full budgets – both the ad spend and the amount they pay a PPC expert or agency to create and run campaigns. In time this will lead to better ROI for advertisers as they can eliminate a cost, it’s inevitable.

Where Do Facebook and Google Robots Get Their Ideas From?

Google and Facebook already offer dynamic and responsive ads where they scan your website to look for ad copy and images, test the different headlines and descriptions and favour the most successful. Success can be based on metrics such clicks or sales.

But where do they get the wording and images from?

They get them from your website.

So the work now becomes all about having a much better website that not only appeals to human visitors but also serves up the right wording to the AI ‘bots. Most websites fail to meet this standard.

A great place to start is basic on-site SEO such as keywords, page titles, headlines, image tags, opening sentences in copy, and featured snippets. Getting these SEO elements right will also help your organic ranking and click rate.  

Start with Your Website

Now more than ever before it’s essential to have a website that serves up the right info to the AI bots and the Google search engine bot, while still appealing to human visitors and converting – with a conversion being getting people to do the one thing that you want them to do when they reach your site – eg join your list, buy, inquire etc.

Once AI really starts to deliver we’ll work with clients on the underlying strategy and on getting their websites to a new level. That's more satisfying, more interesting and more valuable work.

Bring it on.