Unlock AI Success: 3 Essential Tips for Optimising Your Search Account

Are you looking to optimise your SEM campaigns with Artificial Intelligence (AI)? You’ve come to the right place! In this article, we’ll explore how to leverage AI-driven strategies to enhance your search engine marketing effectiveness. Whether you’re utilising built-in features like Smart Bidding, dynamic asset selection, or considering a restructure of your SEM accounts for better AI integration, we’re here to provide valuable insights. Discover the latest updates from Google and our best practices ADMATIC for building successful AI-powered SEM campaigns that drive results.

1. Simplified Account Structures are AI’s Best Friend

Complex account structures, such as single-keyword ad groups, granular ad group segmentation or using complex negatives to funnel traffic, create friction for AI optimisation. Google recommends consolidating campaigns and ad groups to streamline operations while still aligning with key business objectives. 

This simplification facilitates better machine learning, enhances ad relevance based on users’ unique signals, and improve overall campaign outcomes. With many clients embracing the AI transition, 30% of our SEM Accounts at ADMATIC are currently being restructured. This involves removing excess segmentation from campaign structures, ensuring that ad groups are thematically aligned, and enhancing our optimisation effectiveness with AI.

2. Enhance Conversions with AI-Powered Smart Bidding and Broad Match Keywords

Trusted and used by many modern-day advertisers in 2024, Smart Bidding is an AI-powered bidding strategy that uses billions of signal combinations, such as device type, time of day, location, and audience segment, to set optimal bids in real-time. It is designed to maximise conversions while reducing manual effort.

Google’s recommendation to include broad matches goes hand in hand with the improvement of Smart Bidding’s capability, to accelerate platform learning off a wider range of relevant search queries. More so than any other match types we are well familiar with, broad match keywords are significantly powered by AI learning. They take into account ad group themes, landing pages, and other signals to route search traffic to the most relevant ad.

When adding new Broad Match keywords, it’s crucial to have the right account and campaign restrictions in place. Negative keywords, content suitability settings and targeting exclusion across locations and demographics can help to effectively guide your Smart Bidding strategies. In addition, we recommend running experiments between new and existing keyword strategies where feasible and carefully measuring their impact on key advertising metrics before scaling them up.

3. Level Up Your Strategy with the New Keyword-Matching Mechanism

In recent updates, Google has refined the keyword-matching process to include more syntactic variations, allowing for close variants and synonyms. This means that campaigns can reach relevant queries more effectively without needing multiple keyword match types. Additionally, Google has expanded consent mode and privacy-centric targeting options to comply with evolving data privacy regulations.

With AI-based keyword prioritisation now introduced to the auctioning process even before Ad ranking happens, it is more important than ever to have the right keywords in the right campaign. Beyond utilising the right match type portfolio, you should aim to consolidate ad groups and campaigns by performance objective and streamline account structures.

Focusing on quality over quantity of keywords, our PPC specialists are now working with clients across industries to re-evaluate and take their long-established keyword sets to the next level. Starting with removing unnecessary keywords and variations such as plurals or misspellings, and revising their match types portfolio, we ensure all keyword match types are being utilised to their full potential and are tailored to each business’s needs.

Next Steps: Embracing AI for Search Success

These three powerful and essential steps have yielded the most positive and consistent results for our clients. By embracing a simplified structure, broadening keyword match types portfolio and revising keyword selection strategies, you can enable Google’s AI to drive better performance, reduce wasted time and marginal errors of manual management, and stay competitive in a rapidly changing SEM landscape.

Ready to take your Google Search campaigns to the next level? Stay ahead of the curve and get expert Google Search guidance from our ADMATICians today!