THE ROLE OF ARTIFICIAL INTELLIGENCE IN CONTENT CREATION AND CHECKING ITS EFFECTIVENESS IN THE GOOGLE ADS ADVERTISING SYSTEM

n Hungary, 94% of businesses have Internet access and 63% have a website. Moreover, online retail sales will reach HUF 1,203 billion in 2021. In order for companies to achieve the largest possible market share, they can use various digital marketing strategies. They are distinguished according to different methods. One of the most commonly used in practice and in science is inbound (as search engine optimization) and outbound (as advertising). Google Ads, which emerged at the turn of the millennium and defined itself as the world’s first company to use machine learning technology, is a market leader. Their ad system was initially based on keywords, which have since been expanded to include more than 4,800 types of targeting criteria. These targeting options are available for a variety of ad formats. The digital solutions to the billboards of traditional marketing are banner ads, called Display on Google. These ads contain image, video, and text content and aim to interrupt the consumer’s activity and redirect them to the advertiser’s website. Since they are capable of increasing website traffic by up to 300%, this can be interpreted as an opportunity that is also considered favorable by businesses. It is also suitable for testing various content elements, as one of its main indicators, the click-through rate, expresses the relevance of the ad, as several researchers have noted. As the role of artificial intelligence grows, more and more companies are using it as a competitive advantage. Some of their algorithms are capable of generating text, images, videos, or other content. In this study, I leverage the power of display ads and conduct my research in the Google Ads system instead of conducting consumer surveys. I created two ads for the same target audience, with the same budget and settings. The text content for one ad was created by a marketer, the image content was created by a professional photographer, and the content elements for the other ad were provided by Artificial Intelligence. The objective of the article is to study the performance, efficiency, and impact of artificial intelligence-generated content on conversions under real market conditions. The study also includes content created by the players

Digital Solutions and Machine Learning Can Improve Niche Market Reach

Digital solutions in marketing can help reach niche markets. Marketers have the greatest opportunity ever to address segments whose needs have not yet been met. Online segmentation techniques allow to better know their characteristics. The aim of this article is to investigate the segmentation and targeting possibilities of the Google Ads system, which helps to explore consumer patterns more deeply. Digital marketing solutions help marketers reach niche markets to maximise the effectiveness of their activities. The goal of this social constructivist research was to find an answer to the question of whether the segmentation and targeting options of the Google Ads advertising system can sufficiently ensure this. To this end, we examined the presence of the “target market category” label in 37 individuals using a face-to-face survey method. The occurrence of the labels and the actual interests often overlapped

Digital Solutions and Machine Learning Can Improve Niche Market Reach

Digital solutions in marketing can help reach niche markets. Marketers have the greatest opportunity ever to address segments whose needs have not yet been met. Online segmentation techniques allow to better know their characteristics. The aim of this article is to investigate the segmentation and targeting possibilities of the Google Ads system, which helps to explore consumer patterns more deeply. Digital marketing solutions help marketers reach niche markets to maximise the effectiveness of their activities. The goal of this social constructivist research was to find an answer to the question of whether the segmentation and targeting options of the Google Ads advertising system can sufficiently ensure this. To this end, we examined the presence of the “target market category” label in 37 individuals using a face-to-face survey method. The occurrence of the labels and the actual interests often overlapped

Effect of ionic compounds of different valences on the stability of titanium oxide colloids

Titanium oxide particles of various morphologies have been prepared for applications of scientific or industrial interest in recent decades. Besides development of novel synthetic routes and solid-state characterization of the obtained particles, colloidal stability of titanium oxide dispersions was the focus of numerous research groups due to the high importance of this topic in applications in heterogeneous systems. The influence of dissolved ionic compounds, including monovalent salts, multivalent ions and polyelectrolytes, on the charging and aggregation behaviour of titanium oxide materials of spherical and elongated structures will be discussed in the present review