By now you might have seen a thousand articles telling you why you need to use AI (Artificial Intelligence) for PPC.

I should know. I’ve written a good few of these articles myself, preaching the benefits for businesses of all sizes. If you’re unfamiliar with them, let me remind you that AI is:

  • Fast, able to save you time and give you more hours to get your work done.
  • Smart, able to process a lot of data and interpret the results before you’ve even got them loaded.
  • Able to work 24/7, giving you around the clock monitoring of your campaigns.

This is all well and good, but just using AI isn’t the end goal. There’s a difference between simply using something and doing it correctly.

It’s like convincing someone to finally use Facebook for their plumbing business, but all they post about is what meal they’re having for dinner each day. I’ll be surprised if that’s able to bring the business in.

Get the picture?

So while using AI is essential for PPC, simply having it doesn’t mean you’re taking advantage of the best AI has to offer. And this is a damn shame. If you’re putting the time and investment into AI, you need to make sure that you’re finding the right solutions for your company.

To help, we’ve outlined 4 common ways you might not be utilizing AI properly – and how to change it.

1. Not using AI in the right areas

The first thing we need to cover what part of your campaigns you’re actually using AI for. This one is difficult because there’s no…

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