How AI is Changing the Way We Deliver Digital Advertising Services

AI is reshaping how we interact with technology, especially in the world of digital advertising. With Google’s recent changes, it’s clear that automation and machine learning are increasingly dominating the advertising landscape. But what does this mean for businesses and advertisers?

Google’s Search Data: What’s Hiding?

Google is withholding a large portion of search data from advertisers, potentially up to 40%. This lack of visibility is making it harder for advertisers to optimise their ad performance. Search terms, once a key tool to refine ad campaigns, are now less accessible. Exact match keywords reveal more data, while broader terms keep more hidden.

What Does This Mean?

Advertisers must now focus on understanding audience profiles, shopping behaviour, and real-time engagement with brands. AI can help by tracking patterns and identifying the best moments to serve ads, optimising targeting and ad placement. This approach reduces blind spots caused by hidden data and ensures smarter timing, allowing businesses to deliver ads during peak engagement periods and avoid unnecessary spending during off-peak times. Despite the loss of granular data, AI still pinpoints when users are most likely to convert, enhancing both efficiency and return on investment.

AI-Driven Bidding and the End of eCPC

By October 2024, Google will phase out Enhanced CPC (eCPC) bidding, pushing advertisers towards fully automated strategies like Maximise Conversions and Maximise Conversion Value. This transition highlights the move toward machine-learning-driven bidding, where systems adjust bids to optimise conversions based on audience behaviour, despite limiting manual control and insights.

For advertisers, this means embracing PX campaigns — automated campaigns that use blind bidding strategies. While these AI-powered approaches reduce visibility and manual adjustments, they optimise performance by learning from patterns of past audience behaviour. In response, our agency has developed unique selling points (USPs), including proprietary scripts that help control Google’s automated campaigns. This minimises excess spending while optimising targeting, leveraging over 8 years of expertise as part of our intellectual property (IP), ensuring better results even as advertisers rely more on automation.

Shifting from Keywords to Audience

Traditional Google Ads strategies that solely focus on keywords are becoming less effective. Instead, aligning your ads with business goals and focusing on your audience’s behaviour offers better results. This means shifting towards remarketing (targeting users who’ve visited your site) and using customer lists (targeting past buyers). Essentially, the focus should be on customer journeys, not just products.

AI can track customer behaviour in real time, understanding not just what they’re searching for but where they shop, what times they’re most active, and how they engage with brands. These audience profiles help refine ad delivery, ensuring ads are served at the right time, and tailored to people’s unique needs.

The Advantage of AI in Digital Advertising

While advertisers are losing some control over granular insights, the advantages of AI in advertising are undeniable. AI’s ability to monitor customer patterns, tailor campaigns, and manage bids autonomously allows businesses to streamline their ad operations. This evolution of digital advertising is transforming how businesses interact with consumers, providing new opportunities to drive higher engagement, smarter spending, and better returns.

Competitors face the same data limitations under Google’s new framework, but without a deep understanding of placements, channels, apps, and scripts, maintaining the precision needed to keep costs low and conversions high becomes more difficult. At Adshare, our advanced tracking and targeting solutions allow us to stay ahead, delivering better results by effectively managing blind bidding through Performance-Max (PX) campaigns. These adaptations have solidified our ability to provide exceptional ROI for our clients while leveraging AI for more efficient, real-time responses to trends.

Conclusion

At our agency, we recognise the challenges that AI-driven changes bring to digital advertising, especially for charities balancing limited time and resources. With over a decade of experience in managing Google Grants and supporting Muslim charities, we specialise in helping you adapt to these shifts seamlessly.

Our AI-powered platform ensures targeted outreach to Muslim audiences, and we offer a roadmap to sustainable growth, guiding you with free consultations and expert resources. Let us handle the complexities of these new strategies, so you can focus on your mission. Reach out to see how we can help!