Chapter 18
Applying AI to Performance Marketing
IN THIS CHAPTER
Maximizing campaign performance with Google Performance Max
Checking out the marketing advantages of Meta Advantage+
Looking to Amazon for advertising outreach
Trying out social media advertising on TikTok
Meeting some AI tools that may help your marketing efforts
In the ever-evolving landscape of performance marketing (an approach to digital marketing in which advertisers pay only when the desired activities, such as click-throughs or online purchases, occur), artificial intelligence (AI) is a constant. That is, performance marketers use AI to personalize the content shown to each user and target advertising to specific audiences based on their propensity to respond. Increasingly, AI identifies and defines the target audience, administers bidding for ads, provides creative alternatives for ads, and monitors the execution and measurement stages of digital advertising.
Over the last decade, businesses used AI to drive ...
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