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.

When you're working on ad campaigns at your company or digital advertising agency, do you ever wish the process was less complex, and more, well… creative? Those who produce the most creative this year--digital ad agencies--are made up of a wide variety of different types of staff members. To mention a few, there's: Yes, companies that run their campaigns independently might just have a sprinkling of these professionals in their department. And on occasion, marketing managers are lumped with the entire responsibility a fully-staffed department would normally spread between them. Ad campaigns didn't used to need such a complex skill set. Remember just 10 years ago, when the interactive advertising supply chain was simple?

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.

Google announced new automated processes for AdWords that will go into effect starting April 29, per an email to customers made available to Marketing Dive by Adthena. The changes will use artificial intelligence and related technologies to make suggestions for optimizing ad campaigns run on the platform. Those suggestions will be generated based on prior campaigns, including from ad headlines, descriptions, extensions and other relevant information found on landing pages. After receiving a notification about the suggestions, AdWords users will have 14 days to review them before they automatically go into effect. Users will be able to edit, pause or remove the suggestions, as well as opt out of the suggestions feature altogether, the company said.