With the increasing influence of artificial intelligence (AI) and language models, the paid search advertising landscape is changing dynamically . These new tools streamline processes such as campaign restructuring, bid automation, and targeting the right audience. Some paid search specialists see these technologies as a revolutionary step forw allen connors vice president, marketing ard , while others argue that AI has been playing a role in the industry for many years. Therefore, they say that developments in AI do not represent a fundamental change, but rather a new way of talking about these technologies.
Crucially, AI today ensures more efficient management of PPC campaigns , predicts results, and adapts advertising messages based on real-time data analysis, allowing marketers to achieve better results in less time.
One area where AI shines is in streamlining the often lengthy and time-con singapore data suming account restructuring process.
Below are six practical ways AI can help PPC advertising managers restructure advertising accounts.
1. Finding new keyword ideas for accounts
Keywords are the backbone of every advertising account, and organizing them properly is essential for the success of PPC campaigns. To effectively reorganize your account, it is essential to regularly analyze your search term reports and identify new, relevant keywords . These can then be integrated into appropriate ad groups or campaigns. While this step is crucial, it can be very time-consuming for large accounts. In addition, in the case of B2B accounts, it is especially important to distinguish consumer intent from commercial intent, which adds another layer of complexity to the keyword optimization process. This is where artificial intelligence can help. There are tools on the market that can help you:
- Analyze data sets: AI can identify new and valuable keywords that may have been overlooked.
- Discover statistically significant opportunities: Some search terms need more data before they become actionable.
AI tools not only identify new terms, but also evaluate statistical significance, allowing you to focus on terms that are proven to lead to conversions.
For example, you can try Optmyzr , a popular AI tool that seamlessly integrates with platforms like Google Ads and Microsoft Advertising and automatically analyzes your search term report.
Based on its analysis, it recommends relevant keywords to include in existing ad groups or create new ones. This eliminates the need for manual data downloads, spreadsheet analysis, and filtering. Most importantly, Optmyzr uses statistical significance to ensure its recommendations have impact.
2. Categorizing keywords by topic
Effective paid search campaigns rely on well-organized ad groups with thematically related keywords.
Another reason to restructure is if the previous ad manager accidentally added thousands of keywords from automatic recommendations or didn’t understand the importance of maintaining narrowly focused ad groups .
Grouping keywords by topic ensures that your ads resonate with users’