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How will advertisers’ work change?
Machine learning and automation are revolutionizing the way advertisers work. These technologies can analyze large amounts of data and perform repetitive tasks quickly and efficiently. This allows professionals in the field to be less tied to manual campaign optimizations, which were time-consuming until a few years ago, and to focus most of their time on strategic aspects to make a difference.
In the field of advertising, for example, we can gain numerous advantages in terms of time and results optimization. In just a few years, the management of online advertising campaigns has radically changed. Consider how automated bidding (such as CPA Target and ROAS Target) has replaced manual CPC bidding or how responsive ads (RSA and RDA) have gradually become more popular than static ones.
Furthermore, new types of campaigns have emerged, such as Google Performance Max or Meta Advantage+, which heavily rely on automation.
The use of automation in advertising allows for performance improvements while maintaining control and optimizing operational management. By integrating automation and machine learning into campaign management, you can achieve:
Incremental conversions at the same CPA (Cost Per Acquisition).
Increased ROAS (Return on Ad Spend) thanks to smart bidding.
Increased captured searches.
Additionally, in recent months, the introduction of ChatGPT and the integration of artificial intelligence (AI) with the Bing search engine have added further dynamism to an already dynamic landscape.
“ChatGPT represents a significant advantage for scalability in work, thanks to the ability of users to give precise commands and receive output already optimized for advertising. This capability, in part, has also been recently integrated into the new version of Bing, which includes an AI-enhanced chat functionality that responds to user inputs,” comments Valerio Di Pietro, Director of the Advertising Unit at Evolution People.
“Certainly, ChatGPT can be a great helper for all social media managers, considering that the important thing to remember when creating social copy or translations is to provide the correct instructions to the software. The more precise and exhaustive the instructions are, the closer we can hope to get to the desired final output,” says Federica Rossi, Coordinator of the Design&Social team at EP.
However, ChatGPT is not the only software that is changing the approach to social media. There are several programs actively used to create content, and there are also AI-managed social media platforms.
Let’s start with the most entertaining phenomenon in the world of social media: memes. Artificial intelligence, with some of its best software, is supporting the meme wave by aligning millennial taste with that of Gen Z.
What are the main tools used? Among the most well-known, there is DALL·E 2, developed by OpenAI, and Midjourney, which, like ChatGPT, requires a fee after a certain number of uses. Craiyon, on the other hand, has a slightly smaller database but is free. These programs have become particularly popular in creating content because they can produce unique and interesting output from human language. Craiyon, in particular, due to its limited power, often generates distorted and surreal images, perfect for memes.
Machine Learning Used in Social Media Platforms
A different case is the development of applications designed to create a new social media platform, such as Artifact, the “TikTok for text content” created by the makers of Instagram. The goal behind this product, which uses machine learning, is to be “a personalized news feed governed by artificial intelligence.” The model will be similar to TikTok’s, showing users only content aligned with their interests.
AI has also had an impact on SEO (Search Engine Optimization). Artificial intelligence is transforming this branch of digital marketing, offering professionals the opportunity to automate various processes to leave more room for consultancy and strategy.
Marco Marino, Head of SEO & Analytics at Evolution People, comments on this:
“The integration of artificial intelligence into the field of SEO is revolutionizing how we approach optimization strategies. Thanks to AI, we can analyze large amounts of data more efficiently and gain deep insights into website performance.
Understanding the specific context of the business, being sensitive to user needs, and adapting to unique situations are still irreplaceable aspects that only a human SEO consultant can provide. Artificial intelligence is a powerful support tool, but human touch and creativity remain crucial for achieving the utmost success in search engine optimization.”
There are significant opportunities, especially in SEO copywriting. From creating new articles that perfectly match user search intent to revising and optimizing existing articles, and supporting the creation of SEO editorial plans aligned with target audiences and services offered, the tool can support the entire content strategy, from ideation to writing.
On-page SEO optimization is not left behind. The system, if stimulated with the right command (or “prompt”), is capable of:
Optimizing URLs to make them shorter and more descriptive.
Improving the structure of heading tags on a page (H1, H2, H3, etc.).
Producing metadata (title and meta description) in line with SEO best practices.
Suggesting FAQs (and even generating their answers) to enrich content.
The combination of AI and SEO is also interesting in the more strategic aspect of keyword research, aimed at analyzing keywords of interest for a particular market niche. Additionally, AI can suggest emerging opportunities and patterns that might otherwise go unnoticed.
Finally, AI can be useful in the realm of Technical SEO, helping to automate repetitive and time-consuming tasks. From generating sitemaps and robots.txt files to handling hreflang tags for managing multi-country websites and implementing structured data on pages, ChatGPT, when used in conjunction with other tools, can accelerate various technical tasks that are essential for good search engine rankings.
In summary, despite all the advantages highlighted, we firmly believe that human consulting remains an indispensable element in the digital field.
AI algorithms can provide data and suggestions, but only the experience and instincts of experienced professionals can translate this data into targeted and personalized strategic actions.
At Evolution People, we know how to make the best use of these tools and create comprehensive digital communication strategies.
For further information, please do not hesitate to contact us at: marketing@evolutionpeople.it.
We look forward to the next EP Digital Skills session!
