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5 Best Practices to Implement AI and Machine Learning in SEM

The rise of artificial intelligence is a double-edged sword. While most people think it is a revolution against humanity, some believe it will only make lives more accessible and manageable, especially for businesses.

For example, using AI and machine learning in advertising and marketing should boost results quickly, cutting at least half the time spent running campaigns. But which best practices can businesses use to implement AI and machine learning? Here are some ideas.

1. Understand Target Audience

Before implementing AI and machine learning, it’s essential to understand your target audience. AI and machine learning can help you better understand customer needs and preferences, allowing you to tailor your marketing campaigns more effectively.

Businesses can create more effective campaigns tailored to the right customer segment by understanding customer preferences and needs. As a result, there is no need to guess which approach works best for a specific demographic, decreasing market research times.

2. Optimise Marketing Content

AI and machine learning can also help you optimise your marketing content. Instead of manually working with the information, AI and machine learning algorithms can analyse which content works best for specific customer segments and optimise it accordingly.

As a result, it can help you create more targeted and compelling content that resonates with your target audience. Therefore, people become more connected to the campaign, making it easier to impart knowledge and information about the products and services offered.

3. Improve Lead Scoring

Lead scoring assigns a numerical value to each lead based on the likelihood of them converting into customers. AI and machine learning can help you improve your lead-scoring process, expediting the process to new heights.

Using predictive analytics, AI can quickly analyse customer data and identify patterns associated with high-converting leads, adjusting the scoring criteria accordingly. Therefore, the leads with the highest score are the ones that are most likely to convert.

4. Use in Keyword Selection

AI can help you better understand your customers’ needs and identify the most effective keywords to target. Using AI, you can analyse customer data and identify trends regarding what customers are searching for and which keywords they use.

Once you’ve identified the most effective keywords, businesses can use them in their content marketing and SEO campaigns to ensure they’re reaching the right people with the right message. As a result, the communication translates better and becomes more effective.

5. Automate Personalisation

AI can help you automate the personalisation of marketing messages. By analysing customer data, AI can quickly identify the customer’s preferences and interests, allowing you to send personalised notifications that are more likely to convert.

AI-driven personalisation can help you build stronger relationships with customers and increase their likelihood of engaging with your messages. Furthermore, automating the process can save time and resources, allowing you to focus on other areas of your business.

AI in Marketing and Advertising

AI has revolutionised the way marketers and advertisers approach their campaigns. By leveraging the power of AI, marketers can gain valuable insights into customer behaviour, automate campaign personalisation, and optimise their campaigns for better results. With the right AI tools, marketers can improve their ROI and create more effective campaigns.


AI is a product of change. Although it is a tool replacing humans in the future, it can help us now by ensuring business campaigns succeed without exerting too much effort and, as a result, assisting new companies in rising in their respective industries.

Kendell & York aims to use artificial intelligence and machine learning in promoting businesses to more audiences. As an AI marketing agency, our solutions help companies rank high on search results and do more for potential customers. Learn more about AI marketing news by browsing through our website today.

Dennon Clamp

Dennon has had a successful career in marketing and advertising that spans over 15 years. With many international awards, he has also started and sold previous start-ups to larger organisations. Dennon is passionate about helping businesses achieve their marketing goals and has a proven track record of increasing brand awareness, driving website traffic, and generating leads.