Artificial intelligence is the most powerful free tool for digital management and automation.
AI in Platforms: Your New Free Marketing Team
Large technology companies like Google (Alphabet) and Meta (Facebook/Instagram) are investing billions in AI, aiming to make their advertising systems more effective and accessible to every user.
This leads to the automation of tasks that previously required expensive human labor and intervention. AI is no longer just an assistant but a built-in feature that works 24/7 to achieve your goals.
1. Google: From Manual Management to Smart Bidding and Generative AI
Google uses artificial intelligence in two main directions:
- Smart Bidding: This is an AI-based strategy in Google Ads that replaces manual bid setting.
- How it helps: The system analyzes millions of signals (location, device, time, previous behavior) in real-time and automatically adjusts the bid for every individual search to ensure you achieve your goal (e.g., Target CPA or Maximize Conversion Value).
- Performance Max (PMax) and Generative AI: PMax is an advertising campaign almost entirely managed by AI. Google uses AI to find the best combination of assets (texts, images, videos) and show them to the most relevant audience across all Google channels (Search, Display, Gmail, YouTube).
- How it helps: AI can automatically generate new variations of texts and images to test and find the most effective message.
2. Meta (Facebook/Instagram): Advantage+ and Creative Automation
Meta is introducing Advantage+ – a set of AI tools that help customers automate their campaign from start to finish.
- Advantage+ Audiences: Instead of manually creating and testing dozens of audiences, Meta’s AI automatically expands targeting and finds people most likely to convert, even outside your initial settings.
- How it helps: It removes the guesswork from targeting and optimizes ad delivery at a much faster speed.
- Dynamic Creative Optimization (DCO): Similar to Google, Meta’s AI tests different combinations of your images, videos, headlines, and primary texts.
- How it helps: The best combination is shown to each user, guaranteeing high engagement and efficiency without requiring you to run dozens of manual A/B tests.
3. Tools for Automatic Analysis and Reporting
AI not only manages ads but also analyzes results and creates reports without human intervention:
- Google Analytics 4 (GA4): In GA4, AI is used for predictive analysis. The system can forecast which users are most likely to make a purchase or churn (leave) in the next 7 days.
- Google Looker Studio (formerly Data Studio): This free tool allows the automatic connection of data from all platforms (Google Ads, Meta, GA4) and the creation of dynamic reports that update themselves.
4. Tools for Automatic Analysis and Reporting
AI is taking over the technical and routine tasks (setup, optimization, bidding, reporting), effectively freeing you from the “busywork.”
Here are official resources explaining AI and automation in advertising platforms:
About Google Looker Studio (Official Site): https://lookerstudio.google.com/
About Google Smart Bidding: https://support.google.com/google-ads/answer/9061528
About Google Performance Max (PMax): https://support.google.com/google-ads/answer/11794695
About Meta Advantage+: https://www.facebook.com/business/advantage-suite