How AI is changing Search ads
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How AI is changing Search adsMay 2023
Four search marketing experts share how AI has helped them provide better results and value for clients. Find out how these experts are combining the strategic and efficiency benefits of AI-powered Search campaigns with the engineering, creative, and analytic expertise of a talented workforce. “We’ve seen instant results for our clients,” says Kenny Skelton, managing partner at EssenceMediacom.
Interviewer [voice-over, barely audible]: What was the last thing you searched for on Google?
Azeem Ahmad: “A haircut.” I’m joking. [laughs]
Carrie Rose [laughing]: I have no idea.
Anu Adegbola: That’s a good question.
Kenny Skelton: “Can you air-fry an egg?”
Interviewer [voice-over, barely audible]: Can you?
Skelton: Yes, you can.
Adegbola: AI has become very exciting for us, because it really allows us to be like the private investigator for our clients.
Ahmad: AI has allowed me to look at other areas of accounts and be more strategic in a way that I probably wouldn’t have done in the past.
Rose: I’m using it from a production element. So how do we make things faster and more efficient?
Ahmad: The way that marketers appeal to consumers is by leveraging the data sets that they should already have. And, if they’re not already in place, then this evolution of AI is the perfect wake-up call.
Adegbola: Making the most of the data that you have from your customer, that first party data, because it’s the purest, you know, piece of data information that you have about your customers to know what they want, to know how to personalise the ad copy to be more creative.
Ahmad: AI relies on quality inputs. The best way that I frame that is, let’s say I wanted to go and run on a treadmill for 40 minutes. I can’t then get off, eat a whole pizza, come back the next day and expect to be faster, so the input has to be quality.
Rose: I think one of the things that we are doing to prepare for the future when it comes to kind of AI, and also advertising and the changes what’s going on right now in marketing, is actually dedicating time to try change.
Skelton: One of the most exciting developments in CERT for me was shifting from traditional automated bidding over to auction-time bidding. We’ve seen instant results for our clients.
Rose: The No. 1 thing I look out for is curiosity, because the people that are curious are the ones that are trying out new things.
Skelton: We’re going to absolutely need to have unicorns as marketers. The skills of the unicorn are going to be data engineering, strategic creative planning, and really strong analytical abilities.
Ahmad: The talent that we need for the future of search ads are more generalists. I think the era of the specialist is passing us by.
Adegbola: The people who know how to think in that strategic way of life, not just what should we be doing, but what also we shouldn’t be doing.
Skelton: The more exciting part of how AI is gonna change things in the future is that it will absolutely unleash limitless potential of people.
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