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Paid performance marketing is a true art, and one has to be experienced enough to make the right assumptions from the start. Usually, no one wants to spend too much money on experimenting, without an acceptable return on this investment in the end. If the first assumptions were wrong or keeping low-performance rates, a human marketer has to be able to optimize the ad at a very quick pace.

付费绩效营销是一门真正的艺术，必须有足够的经验才能从一开始就做出正确的假设。 通常，没有人愿意在实验上花费过多的钱，而最终却没有令人满意的投资回报。 如果最初的假设是错误的或保持较低的效果，则营销人员必须能够以非常快的速度优化广告。

There are already many places where AI can be applied in online marketing, and specifically in the paid performance marketing (PPC) field. The life cycle of a paid ad, or the “ad journey”, i.e an ad that was created with the aim to be published on Google, Facebook, Instagram, LinkedIn, Twitter, Pinterest or any other platforms that provide paid targeted advertisement as a service, can be described as the following:

已经有很多地方可以将AI应用于在线营销，尤其是在有偿绩效营销(PPC)领域。 付费广告的生命周期或“广告历程”，即旨在在Google，Facebook，Instagram，LinkedIn，Twitter，Pinterest或任何其他提供付费目标广告作为广告的平台上发布的广告。服务，可描述如下：

Ad creation — where the ideation process happens in a human’s head (business owner or a marketer). It’s the ad title, ad image or video and a support test to be produced. It is also suggested to work with multiple versions of ad creatives to achieve expected results faster by spending less money overall.

广告制作-构思过程发生在人的头脑中(企业主或营销商)。 这是要制作的广告标题，广告图片或视频以及支持测试。 还建议与多个版本的广告素材一起使用，以减少总支出，从而更快地达到预期效果。

Ad budgeting and placement — deciding on how much you will invest and on which platform should you place the ad. It is a known fact that less is more and focusing on 1–2 platforms is generally better than focusing on too many at once. Of course, one needs to know which platforms are best for your specific product or service.

广告预算和展示位置-确定要投入多少资金以及应在哪个平台上展示广告。 众所周知的事实是，少即是多，专注于1-2个平台通常比一次专注于太多平台更好。 当然，您需要知道哪种平台最适合您的特定产品或服务。

Ad optimization — watching and modifying your ad performance day by day or hour by hour, based on multiple parameters: age and gender of your audience, keywords and interests, cost per view, cost per click, which platform performs better and many others.

广告优化-根据多个参数，逐日或每小时对广告效果进行观察和修改：受众的年龄和性别，关键字和兴趣，每次观看费用，每次点击费用，哪个平台效果更好等。

Ad placement is somewhat already explored, however, it does not pose a serious challenge for technology — it’s clear that the knowledge of ad placement and its compliance with any platform guidelines could definitely be taken over by a machine. The last part of the process (optimization) has been already severely taken over by tools existing on the market: the process of targeting the ad to the right customers, and optimizing it during the life cycle of the ad campaign can be easily delegated to a system that has way more knowledge about all types of businesses and campaigns than you or any human marketer. Cross-platform optimization, i.e., reshuffling the budget between more than one platform is already mastered by us at Nanos and works even for smallest ad campaign budgets starting from $50 which are to be spread over several platforms and days.

广告放置已经进行了一些探索，但是，它对技术没有构成严重的挑战-显然，广告放置的知识及其与任何平台准则的兼容性绝对可以由机器来接管。 市场上已有的工具已经严重地承担了流程的最后一部分(优化)：将广告定位到合适的客户并在广告系列生命周期内对其进行优化的过程可以轻松地委派给该系统比您或任何人类营销人员对所有类型的企业和活动都有更多的了解。 在Nanos ，我们已经掌握了跨平台优化(即在多个平台之间进行预算调整)，即使是最小的广告系列预算( 起价为50美元 ，也要分布在多个平台和几天内)，它都可以正常工作。

What is really important to note that so far, ad creation was barely touched by researchers and AI. Why? It’s just too difficult, even for a human to come up with a likeable and visually-appealing ad which has a catchy text as a title and as a description. The ad should be also grammatically correct and contextual, i.e. relevant to the website or a landing page where it is going to drive traffic to.

值得注意的是，到目前为止，研究人员和AI几乎没有触及过广告创作。 为什么？ 即使对于人类来说，要想出一个讨人喜欢的，具有视觉吸引力的广告，其标题和说明都采用醒目的文字，这太困难了。 广告也应在语法上正确且与上下文相关，即与要吸引访问量的网站或目标网页相关。

But guess what? Last month we at Nanos.ai received results from a user study conducted with 20+ participants. The questions were rather simple: here is a short description of a product or service and here are two ads about it generated from the description. Participants had to pick the ad that they liked better and assess if it was grammatically correct, likeable, and contextual. Overall, 5 sets of textual ads and landing pages were presented. We asked a few simple questions: did they like the ad in general? Was it grammatically correct? Was it relevant to the information provided in the product description?

但猜猜怎么了？ 上个月，我们在Nanos.ai上接受了20多个参与者进行的用户研究的结果。 问题很简单：这是对产品或服务的简短描述，这是根据描述生成的有关它的两个广告。 参与者必须选择自己喜欢的广告，并评估其在语法上是否正确，可喜和上下文相关。 总体而言，展示了5套文字广告和目标网页。 我们问了几个简单的问题：他们总体上喜欢广告吗？ 语法上正确吗？ 它与产品说明中提供的信息有关吗？

What participants didn’t know was that one of the ads was generated by a human marketer and the other — by Nanos machine learning algorithm. We were very curious to see the results, as, by default, we assumed that participants would choose ads written by a marketer. However, most preferred ads generated by the machine. We were surprised, but also very excited at the same time. It seems that ad creativity, in particular the text, can now be solved without major human intervention. What does it mean for you, as someone who wants to place an ad online? You don’t need to think very much about what to put in your ad anymore and on top of it, you can instantly create multiple versions of the same ad and test those on any platforms you want.

参与者不知道的是，其中一则广告是由人类营销人员生成的，另一则是由Nanos机器学习算法生成的。 我们非常好奇看到结果，因为默认情况下，我们假设参与者会选择由营销人员撰写的广告。 但是，机器生成的大多数首选广告。 我们感到惊讶，但同时也感到非常兴奋。 似乎广告创意，尤其是文字，现在无需人工干预即可解决。 对于想在网上投放广告的人来说，这对您意味着什么？ 您无需再考虑要在广告中添加什么内容，而在此之上，您可以立即创建同一广告的多个版本，并在所需的任何平台上对其进行测试。

This is a significant improvement in the workflow of many marketers and agencies who currently spend enormous amounts of time coming up with and iterating ad content prior to publishing it online. This includes making sure that the ad resonates with its intended target audience, that it addresses the potential need of the viewer. Imagine instantaneously creating an unlimited number of ads, briefly checking them for sanity reasons, and instantly turning them in for testing or removing the ad fatigue from the old ads.

这是许多营销人员和代理机构工作流程的重大改进，这些营销人员和代理机构目前花费大量时间来准备和迭代广告内容，然后再在线发布它们。 这包括确保广告与预期的目标受众产生共鸣，并满足观众的潜在需求。 想象一下，立即创建无限数量的广告，出于理智的原因对其进行简短检查，然后立即将它们上交以进行测试或消除旧广告带来的疲劳。

This is just one of the breakthrough milestones showcasing how AI can work hand-in-hand with a professional marketer and help save time and money. With AI becoming more and more intelligent and being able to detect any potential ad issues faster, it offers a promising look into the future of marketing. So, are you ready to hand in your ad creation to an AI?

这只是突破性的里程碑之一，展示了AI如何与专业营销人员携手合作并帮助节省时间和金钱。 随着AI变得越来越智能，并且能够更快地检测到任何潜在的广告问题，它为行销的未来提供了广阔的前景。 那么，您准备好将广告制作交付给AI了吗？

For more information about this technology, please visit nanos.ai or contact us at ask.sasha@nanos.ai

有关此技术的更多信息，请访问nanos.ai或通过ask.sasha@nanos.ai与我们联系。

Originally published at https://www.linkedin.com.

最初发布在 https://www.linkedin.com 。

翻译自: https://medium.com/@SashaSchriber/ai-takes-over-ad-creativity-4dbd2f07bac4

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