Four ways you can use AI to optimize your AdWords campaigns - Search Engine Watch

Artificial intelligence (AI) and machine learning algorithms are mainstreaming in a way that was never before possible, and these changes are having a significant influence on the way in which marketers need to approach search advertising. In addition to AdWords itself incorporating AI into its framework, new opportunities are arising that can give marketers an edge over their competitors, or automate lower-level tasks, freeing up more time for strategy. Here are four ways you can start taking advantage of AI to make the most of your AdWords campaigns. Automated machine learning as a solution to the decision of what price to bid on paid advertising is becoming an increasingly popular option as the necessary technologies become available to more firms. Bidding too low means missing out on opportunities to reach leads, while bidding too high means sacrificing ROI.