Marketers take notice! 2 of the best (and scariest) AI models in the world are free to use.

If you're a marketer, you probably know how important it is to use data-driven strategies to reach your target audience and optimize your campaigns. But did you know that you can leverage some of the most advanced AI models in the world for free? That's right, Google and Facebook have made their cutting-edge AI tools available to anyone who wants to use them. And they can help you take your marketing to the next level, no matter how big or small your business is.

The Basics

Campaign Goals

Both of these tools rely on you using the right campaign goals for your business.

The major campaign goals are:

Google Ads:

1. Increase Sales: This goal focuses on enhancing clicks from potential customers who are likely to make online purchases.

2. Increase Leads: If your objective is to generate more leads, this goal recommends audience targeting improvements, extensions, and ad enhancements1.

Facebook Ads :

1. Sales Objective: Choose this objective if you want to reach people with an intent to buy. It’s designed to connect you with potential customers who are likely to take action related to sales.

2. Engagement Objective: For increasing likes, comments, or shares on your posts, opt for this goal. It targets users who engage actively with content.

3. Awareness Objective: Use this to build brand awareness and establish an online presence for your business.

Campaign Types

Campaign types are the ways you can structure your ads on different platforms. They determine where your ads will appear, how they will look, and how they will be optimized. Different campaign types have different goals, formats, and settings. This is where AI comes in.

Some campaign types are designed for brand awareness, while others are designed for sales or leads. Some campaign types allow you to use images or videos, while others only use text. In the past you chose your target audience, and channel, now AI optimises for these.

Google Performance Max

Google Performance Max is a new campaign type that uses Google's AI to automatically

optimize your ads across all of Google's channels:

YouTube, Gmail, Discover, and more. It's designed to help you reach more customers and achieve your goals, whether it's brand awareness, sales, or leads.

To use Performance Max, you need to create a campaign in Google Ads and choose Performance Max as the goal. Then, you need to provide some basic information about your business, such as your website, your products or services, and your target audience.

You also need to upload some creative assets, such as images, videos, headlines, and descriptions. Google will use these assets to generate different combinations of ads that match the context and intent of each user.

The best part is that you don't need to worry about bidding, targeting, or placements. Google's AI will do all the work for you, finding the best opportunities to show your ads to the right people at the right time. You can also use smart bidding strategies, such as maximize conversions or target return on ad spend (ROAS), to optimize your performance.

Meta Pixel

Meta Pixel is a piece of code that you can install on your website to track the actions of your visitors. The key to Meta pixel is that it uses your existing audience and continues to build on it.

Meta pixel uses AI in two key features:

1. Tracking and Custom Audiences:

• The Meta Pixel primarily tracks user behavior on websites. It records actions such as page visits, conversions, and interactions.

• By analyzing this data, advertisers can create Custom Audiences. These audiences are groups of users who have visited specific pages or taken desired actions on the website. Custom Audiences enable targeted ad delivery.

1. Optimization and Bidding:

• Meta Pixel uses machine learning algorithms to optimize ad delivery. It aims to show ads to users who are most likely to take the desired action (e.g., make a purchase or sign up).

• Automatic bidding is another AI-driven feature. It adjusts bids in real-time based on user behavior and conversion likelihood, maximizing campaign performance1.

To use Meta Pixel, you need to create a pixel in Meta Ads Manager and copy the code to your website.

If you haven't already you need to set up events that correspond to the actions you want to track on your website. You can use standard events that are predefined by Meta, such as view content, add to cart, or purchase. Or you can use custom events that are specific to your business, such as signing up for a service or making a purchase

The classic approach is using Google tag manager for this but you can also use Meta Pixel Helper, a Chrome extension that helps you verify that your pixel is working correctly and troubleshoot any issues.

Get Started Now

Both these tools require some setup but are essential in a marketers toolkit. I always say that it is more important to use the right AI tools for your business rather than making your own. If you need any help setting these up don't hesitate to get in touch!