4 Practical Ways To Use AI In Marketing (And Why You Need It)

It’s more than halfway through 2021 and right now most marketing teams rely heavily on growth / digital marketing, and for very good reasons. But now even that is not enough. Simply being growth-oriented and data-driven will no longer be enough.

In order to increase your marketing results, go fast, and be ready to beat your competition, you will need to harness more technology and automation than ever before.

In other words, it’s 2021 and it’s time you started using artificial intelligence (AI) in your marketing– but it’s actually a lot easier than you might think.

In this article, I’ll cover the definition and benefits of AI in marketing, along with four practical ways you can use it to achieve your goals. These include:

  1. Anyword to write your best marketing copy on any channel
  2. Dynamic Search Network Ads to Take Care of Your Keyword Research and Titles
  3. Google Analytics Intelligence to answer questions you didn’t know how to ask
  4. Helixa to gain an even deeper understanding of all audiences.

What is AI Marketing?

Artificial Intelligence (AI) is a broad term that represents several technologies to help your business in both internal operations and customer-centric initiatives. For example

The possibilities of using AI in your marketing strategy keep growing and we won’t cover them all in this article. (It will be impossible to cover everything anyway, as new technologies and businesses are being created all the time.)

Why you need AI in marketing

With AI in Marketing, you can:

  • Reduce operational costs by getting more done, in less time, with a smaller team.
  • Make the most of your budget with data-driven decisions
  • Automatically apply optimizations based on performance data.
  • Write more effective copy to increase conversion rates.
  • Bid smarter in your campaigns.
  • Build a marketing strategy tailored to the needs and marketing goals of your team.

Simply put, using AI in your marketing efforts can help you keep a lean and efficient marketing team and scale your business higher and faster.

statistical graph showing the reasons marketers use AI

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4 practical ways to use artificial intelligence in marketing

There are tons of marketing tools and technologies that can make your marketing team stronger and more efficient. Don’t worry though, this won’t just be a list of automation marketing tools (I know you’ve seen dozens of them already).

Instead, I’d like to show you four of the most effective AI marketing tools and features you can use today that, frankly, will do a better job than a human in most aspects of digital marketing. in 2021.

So here are my four favorite ways to use AI for marketing:

1. Make your life easier with Google’s Dynamic Search Ads (DSA)

What are they

Dynamic Search Network Ads (DSA) are search campaigns that work in reverse to typical paid search strategies. Typically, you do your keyword research, group your keywords, and then match the ad copy and landing page copy to the ad group.

With DSAs, you just have to choose which landing pages you want to promote and Google takes care of the rest. Google’s AI analyzes landing pages, chooses keywords for you, and then generates precise ad titles.

example of dynamic search ad in google SERP

Why do you need them

DSA campaigns have been around for a while now, but campaign managers still haven’t trusted them due to their poor performance. But Google has made major improvements to DSA campaigns over the past few years and I was personally able to improve my SEM CPA by 60% with, and that’s not counting the time I saved using it.

Personally, I think the name is incorrect as it might make you think that DSA will just create dynamic search ads for you. It is actually Responsive Search Ads (RSA). But DSAs actually do a lot more than that, all based on Google’s AI (I think we can all agree that they sort of know what they’re doing over there in Mountain View).

How to use them

There are several ways to structure and manage your DSA campaigns, but they are all similar.

artificial intelligence dynamic search ad setup

You can start by trying it out for a small section of your site, or maybe your blog or your resources, and see how it does most of the work for you.

Just be sure to exclude irrelevant keywords or even pages you don’t want to promote. For example, you will probably find it redundant to have DSAs promoting your Careers page.

At the end of the line: Using DSA campaigns will save you time by constantly researching new keyword ideas and writing ads.

2. Use Google Analytics Intelligence as a site analyst

What it is

The Analytics Intelligence feature of your Google Analytics account uses machine learning to help you better understand and act on your website’s results.

How it works

Since it’s AI-based, you can actually ask simple questions about your site’s performance, and it will answer them, just like you would have an analyst working for you.

list of questions to ask google analytics intelligence

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You can think of it as a kind of Google Analytics assistant. For example, you can ask questions like “Which marketing channel had the highest conversion rate” and Analytics will show you a ranked list of your marketing channels, sorted by the highest conversion rate. This removes all the complexity of Google Analytics.

In the example below, I asked Google Analytics “What are my top performing landing pages?” and I got exactly the answer I needed:

google analytics intelligence providing the best landing pages per session

Why you need it

Analytics Intelligence can also analyze your data and answer questions you didn’t even think to ask, but probably should, and highlight things you need to be aware of. For example, it will tell you that a certain landing page is performing better or worse than a previous period. Definitely something you should know and check out, but without it you might not even notice it.

AI in Marketing - Google Analytics Intelligence Insights

But in fact, there’s even more use of AI and machine learning here. Analytics Intelligence uses website data and leverages smart goals, smart lists, session quality, and your Google Ads account conversion likelihood to create audiences to target.

At the end of the line : If DSAs are your omnipotent campaign managers, Google Intelligence is your analyst.

3. Use Anyword AI for better writing

For ad copy, landing pages, social media posts, etc.

What it is

Anyword helps you come up with new ideas when you draw a blank and saves you time by generating and optimizing your marketing copy using artificial intelligence. It will generate effective copy for virtually any marketing channel including (but not limited to):

anywords artificial intelligence marketing copy tool

Image source

Why you need it

One of the biggest challenges when it comes to writing marketing copy is that it is practically a gamble because you can’t really predict how it will perform until you actually use it. To find out what works, you usually have to wait for SEO metrics to pile up or spend time and money on A / B testing. Anyword was formed using over $ 250 million in ad spend, so he knows how to write copy that sells.

How it works

In the tool, each copy variation is assigned a performance prediction score, which predicts its performance in an actual campaign. Anyword also offers more advanced features, including landing page text optimization and custom integrations.

anyword artificial intelligence tool for marketing copy

At the end of the line : Anyword uses AI to save you the time, effort, and money required for impressive copywriting and compelling ad copy.

4. Get to know your audience better with Helixa

And take personalization to a whole new level.

What it is

Helixa lets you know what is distinctive and unique about any audience. You will get information about what interests them and what they are saying online so you can personalize your marketing even more.

marketing tool ai helixa homepage

Image source

Why you need it

While most market research tools rely on a single data source, Helixa pulls together multiple datasets to provide a richer view of any audience, using its machine learning technology that aggregates all of that data into one. only easy to use tool.

Helixa gives you actionable insights that can help you avoid making mistakes in the way you approach your potential audience.

At the end of the line : The more you know about your audience, the better and more accurate your marketing will be, and you will get just that with Helixa.

We are in 2021 and digital marketing is AI Marketing

The full list of tools, features, use cases, and benefits of AI in marketing is endless. I’ve shown you four examples that I think show how AI can be used very intelligently and make your daily life as a marketer easier and more efficient. These include:

  1. Any word to generate effective and platform-specific marketing copy.
  2. Google DSA to take care of keyword research and optimized ad copywriting.
  3. Google Analytics intelligence to answer complex questions and share ideas you may not know how to research.
  4. Helixa to know your audience better for more personalized marketing.

Artificial intelligence shapes marketing. Marketers who don’t support this transformation will lag behind and gradually lose relevance. Being data-driven is an absolute must today, but you need to be prepared for the future because it is coming faster than you might imagine.

I would love to see your feedback and comments, and even better, your suggestions for the AI ​​tools you use and I think I should get to know them.

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About Nereida Nystrom

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