How to use AI effectively in your PPC campaigns

Artificial Intelligence (AI) and machine learning is a hot topic amongst PPC experts, with a rise in new technology claiming to be better than humans when it comes to running successful PPC campaigns. Let’s take a look at the benefits of AI-driven PPC strategies…

AI has a tool for most problems

If you are finding you are spending far too much time on data admin in your PPC campaigns, take a look at whether there is a suitable tool available to do this for you. There are many AI tools out there, from automated reporting tools to automated rules to assist with budget adjustments and machine learning tools to change bids based on profitability.

PPC scripts

Loved and hated by many, PPC scripts are useful when you don’t have much time and you need a helping hand with certain jobs on your campaign. The scripts are pieces of code that you can copy and paste into your account to automatically run tasks for you, such as adjusting bidding. Bear in mind, though, that PPC scripts may need to be edited to your company needs by a JavaScript coder, so you could decide to have a PPC management agency look after this for you.

Responsive Search Ads (RSAs)

Responsive Search Ads allow the advertiser to enter 15 different headlines and four different descriptions, and Google will use AI to decide what the user sees as the best combination from their search term. RSAs can reduce the time it takes to set this up manually and then analyse the results, leaving advertisers with more free time to spend on other work.


AI and machine learning technology is extremely beneficial to PPC managers as it frees up their time, allowing them to focus on other key tasks, such as strategy, analysis and writing ad copy that fits a client’s brief entirely. Robots cannot outperform humans, but they can take on the majority of the donkey work and speed up processes for you and your clients. AI’s ability to monitor all of your campaigns behind the scenes is invaluable. For PPC campaigns to meet their full potential, both PPC account managers and AI need to work collaboratively – and finding the balance is the key to PPC campaign success.

Do you have any questions about using AI in PPC campaigns? Please get in touch and we will be happy to assist.

We are based on Wirral, near Chester and Liverpool. With clients throughout the UK.