{"id":454,"date":"2019-03-25T11:55:14","date_gmt":"2019-03-25T11:55:14","guid":{"rendered":"https:\/\/okonet.kinsta.cloud\/?p=454"},"modified":"2019-03-25T11:55:14","modified_gmt":"2019-03-25T11:55:14","slug":"artificial-intelligence-trends-in-search","status":"publish","type":"post","link":"https:\/\/cool.co\/publisher-experiences-home\/2019\/03\/25\/artificial-intelligence-trends-in-search\/","title":{"rendered":"How to Leverage AI for Better Search Campaigns"},"content":{"rendered":"<p>If artificial intelligence still seems like something out of a sci-fi movie, you may not be using it to improve your search campaigns\u00a0<i>yet<\/i>. But AI is rapidly changing the way marketers gather data and publishers distribute relevant content, and it\u2019s not going away anytime soon.<\/p>\n<p>Learn about the latest applications of artificial intelligence and how to leverage them to improve your organic and paid search campaigns.<\/p>\n<p>What Do We Mean By AI?<\/p>\n<p>Though artificial intelligence has been around since the 1950s, new technology has made it a key player in the world of search marketing. According to<a href=\"https:\/\/searchengineland.com\/technology-behind-ai-ppc-289777\">\u00a0Search Engine Land<\/a>, \u201cBecause computing speed\u00a0has already doubled 27 times, every extra doubling leads to new capabilities that are beyond imagination.\u201d The latest<a href=\"https:\/\/blog.adext.com\/applications-artificial-intelligence-ai-digital-marketing\/\">\u00a0applications of artificial intelligence<\/a>\u00a0that can revolutionize digital marketing include:<\/p>\n<ul>\n<li>Creating and generating content<\/li>\n<li>Content curation<\/li>\n<li>Digital ads<\/li>\n<li>Email marketing<\/li>\n<li>Web design<\/li>\n<li>UX<\/li>\n<li>Chatbots<\/li>\n<li>Searches<\/li>\n<\/ul>\n<p>AI and Search Marketing<\/p>\n<p>Users are refining the way they search all the time. This in turn affects how marketers create and optimize their web content. From gathering vast amounts of<a href=\"http:\/\/www.insticator.com\/data\">\u00a0data<\/a>\u00a0quickly, to automating complex decisions to analyzing voice search, AI is changing the world of search marketing in both SEO and PPC.<\/p>\n<p>Organic Search (SEO)<\/p>\n<p>With Google\u2019s\u00a0<a href=\"https:\/\/searchengineland.com\/5-ways-seo-experts-say-optimize-rankbrain-273458\">RankBrain technology<\/a>, AI can decipher the meaning of the content it crawls at a more rapid speed than a human can, including voice searches. The technology is capable of understanding intent from even the most ambiguous search queries, and uses data to consistently refine and improve the accuracy of its results. With insights, automation and personalization, AI can accomplish the following for<a href=\"https:\/\/searchengineland.com\/supercharging-your-seo-with-ai-insights-automation-and-personalization-299900\">\u00a0improved organic search campaigns<\/a>:<\/p>\n<ul>\n<li>Identify content opportunities<\/li>\n<li>Connect intent with content<\/li>\n<li>Ensure content is crawlable<\/li>\n<li>Perform technical audits<\/li>\n<li>Optimize content<\/li>\n<li>Research keywords<\/li>\n<li>Plant internal links<\/li>\n<li>Create content by persona<\/li>\n<li><a href=\"http:\/\/www.insticator.com\/publishers\">Publish the right content<\/a>\u00a0at the right time<\/li>\n<li>Enhance user experience<\/li>\n<\/ul>\n<p>Paid Search (PPC)<\/p>\n<p>Artificial intelligence enhances paid search campaigns by taking vast amounts of data and using it to make complex decisions. AI can scan<a href=\"https:\/\/theblog.adobe.com\/artificial-intelligence-a-game-changer-for-paid-search\/\">\u00a0billions of combinations and data points<\/a>, including dimensional, geographical, device and audience data, match types, bid modifiers and data from multiple inventory sources. This allows for better decision-making on marketing spend and improved understanding of keyword relationships. AI also drives PPC automation in terms of<a href=\"https:\/\/searchengineland.com\/artificial-intelligence-drives-ppc-automation-267561\">\u00a0setting bids and budgets<\/a>.<\/p>\n<p>The Latest Trends<\/p>\n<p>Beyond RankBrain technology, here are some of the latest trends in artificial intelligence affecting search marketing.<\/p>\n<p>Visual Search<\/p>\n<p>If you\u2019ve ever envied a stranger\u2019s jacket or accessory but didn\u2019t have a chance to ask where it was purchased,<a href=\"https:\/\/theblog.adobe.com\/see-it-search-it-shop-it-how-ai-is-powering-visual-search\/\">\u00a0visual search<\/a>\u00a0can help. AI can use an image to search for other identical or related visual assets and save users the frustration of dead-end searches.<\/p>\n<p>Text Mining<\/p>\n<p><a href=\"https:\/\/contentmarketinginstitute.com\/2019\/01\/artificial-intelligence-content-marketing\/\">Content Marketing Institute<\/a>\u00a0mentions that artificial intelligence uses text mining to \u201creverse engineer the Google algorithm\u201d for targeted topics. With AI, a marketer can look at a broad search term and find out what words the top 10 or 20 pages all have in common, then come up with related topics quickly and efficiently.<\/p>\n<p>Analyze Competitors<\/p>\n<p>With AI, marketers and publishers can gather fresh content ideas that perform well and then decide which topics to pursue, based on<a href=\"https:\/\/www.marketingaiinstitute.com\/blog\/ai-tools-for-content-strategy\">\u00a0competition and relevance<\/a>, saving them time spent on research and decreasing the risk that content will under-perform.<\/p>\n<p>Marketers should remember that new AI technology is always emerging. Look to Insticator for new ideas on how to leverage AI for more engagement and revenue because AI doesn\u2019t just exist in the movies anymore.<\/p>\n<p><i>Erica Garza is an author, essayist and copywriter with over a decade of marketing experience writing about hospitality, health and lifestyle products. Her work has appeared in Time, Health, Glamour, Good Housekeeping, Women\u2019s Health, The Telegraph and Vice. She lives in Los Angeles.<\/i><\/p>\n<p>References:<\/p>\n<ol>\n<li><a href=\"https:\/\/searchengineland.com\/technology-behind-ai-ppc-289777\">https:\/\/searchengineland.com\/technology-behind-ai-ppc-289777<\/a><\/li>\n<li><a href=\"https:\/\/blog.adext.com\/applications-artificial-intelligence-ai-digital-marketing\/\">https:\/\/blog.adext.com\/applications-artificial-intelligence-ai-digital-marketing\/<\/a><\/li>\n<li><a href=\"https:\/\/searchengineland.com\/5-ways-seo-experts-say-optimize-rankbrain-273458\">https:\/\/searchengineland.com\/5-ways-seo-experts-say-optimize-rankbrain-273458<\/a><\/li>\n<li><a href=\"https:\/\/searchengineland.com\/supercharging-your-seo-with-ai-insights-automation-and-personalization-299900\">https:\/\/searchengineland.com\/supercharging-your-seo-with-ai-insights-automation-and-personalization-299900<\/a><\/li>\n<li><a href=\"https:\/\/theblog.adobe.com\/artificial-intelligence-a-game-changer-for-paid-search\/\">https:\/\/theblog.adobe.com\/artificial-intelligence-a-game-changer-for-paid-search\/<\/a><\/li>\n<li><a href=\"https:\/\/searchengineland.com\/artificial-intelligence-drives-ppc-automation-267561\">https:\/\/searchengineland.com\/artificial-intelligence-drives-ppc-automation-267561<\/a><\/li>\n<li><a href=\"https:\/\/theblog.adobe.com\/see-it-search-it-shop-it-how-ai-is-powering-visual-search\/\">https:\/\/theblog.adobe.com\/see-it-search-it-shop-it-how-ai-is-powering-visual-search\/<\/a><\/li>\n<li><a href=\"https:\/\/contentmarketinginstitute.com\/2019\/01\/artificial-intelligence-content-marketing\/\">https:\/\/contentmarketinginstitute.com\/2019\/01\/artificial-intelligence-content-marketing\/<\/a><\/li>\n<li><a href=\"https:\/\/www.marketingaiinstitute.com\/blog\/ai-tools-for-content-strategy\">https:\/\/www.marketingaiinstitute.com\/blog\/ai-tools-for-content-strategy<\/a><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>If artificial intelligence still seems like something out of a sci-fi movie, you may not be using it to improve your search campaigns\u00a0yet. But<\/p>\n","protected":false},"author":1,"featured_media":456,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Leverage AI for Better Search Campaigns | Publisher Experiences | COOL Media (formerly Insticator)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cool.co\/publisher-experiences-home\/2019\/03\/25\/artificial-intelligence-trends-in-search\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Leverage AI for Better Search Campaigns | Publisher Experiences | COOL Media (formerly Insticator)\" \/>\n<meta property=\"og:description\" content=\"If artificial intelligence still seems like something out of a sci-fi movie, you may not be using it to improve your search campaigns\u00a0yet. 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