EVALUATION OF THE EFFECTIVENESS OF IMPLEMENTING ARTIFICIAL INTELLIGENCE IN THE GOOGLE ADVERTISING SERVICE
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Date
2024
Journal Title
Journal ISSN
Volume Title
Publisher
University of Tehran
Abstract
This paper examines the effectiveness of implementing artificial intelligence (AI) in the Google Ads advertising service. The study analyzes the advantages and disadvantages of AI integration, focusing on attribution models and end-to-end analytics. The findings show that traditional metrics, such as CTR, CPC, and ROI, used to evaluate advertising campaign performance, exhibit significant statistical errors when AI tools are applied, with errors reaching up to 35%, exceeding typical business margins. A comparative analysis in the construction industry highlights discrepancies of 10% to 35% between traditional and AI-driven models. The study concludes that universal AI algorithms often fail to account for industry-specific dynamics, leading to inaccurate evaluations. The practical significance of this research lies in proposing an alternative approach that combines traditional evaluation methods with AI-based tools, offering a more reliable framework for assessing campaign effectiveness.
Description
Evaluation of the effectiveness of implementing artificial intelligence in the Google Advertising service / Chukurna O. [et al.] // Journal of Information Technology Management. 2024. Vol. 16. Issue 4. P. 79-99
Keywords
Efficiency, Artificial Intelligence, Advertising Service, Google Ads, Advertising, Ефективність, Штучний інтелект, Служба реклами, Реклама