Did you know that SEM (Search Engine Marketing), a common marketing method used by marketers, can also be optimized with natural language processing (NLP) technology? We once helped a women’s footwear e-commerce company to operate Google Search Ads with Tagtoo’s “AI Keyword” solution, and successfully increased the website’s traffic by 60%, bringing more new customers to the brand.
How do we optimize keyword advertising through NLP? What are the significant changes in the effectiveness of the optimized keyword ads? Before we get into this topic, you need to understand “Natural Language Processing” (NLP).
What is Natural Language Processing?
Natural Language Processing (NLP) refers to the branch of AI. Just as the ultimate goal of all AI-related research, the goal of NLP is to enable machines to understand text and spoken words in much the same way human beings can.
What is Natural Language?
Natural language is “natural” as opposed to a programming language. Natural language is born of the ability of people to communicate with each other, and it carries human cultural, thought, and emotional needs. There are many irregularities in grammar and sentence structure that take humans years to learn. How does a computer accurately understand human language from the start?
We usually start with the smallest unit of language, a word. Just as the human brain can process that input, computers also have a program to process their respective inputs. Before the computer starts the processing, we have to convert the input, possibly a sentence, into a form which is easily comprehensible by the computer.
The first requirement for a computer to process natural language is learning how to break down a sentence and understand the meaning of words.
Suppose we want the computer to understand a sentence: “I’m happy today”.
First, the computer must break down the sentence into its constituent words.
Second, the computer must learn to understand what each of these three words means.
Natural language processing uses a combination of machine learning, deep learning and neural networks to keep repeating the processing and learning, until the computer can understand language like human beings.
When do we need NLP?
NLP has a wide range of applications like:
Simple applications: Spell checking (Grammarly), Keyword search (Google Search Engine)
Moderate applications: Information extraction from websites
Difficult applications: Machine Translate, Semantic Analysis, Question Answering
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How does NLP work in keyword search ads?
“AI Keyword” is a solution that combines the application of NLP to generate thousands of “long-tail keywords” based on all the content on your website, expanding the potential consumers with keyword ads. When the “AI Keyword” campaign starts, the system will also automatically optimize “long-tail keywords” based on each search volume, and automatically turn off the keywords that are not effective, extending more “long-tail keywords” based on those that are effective.
This may sound a little bit complicated, but we only need to focus on one thing, that is, “AI Keyword” helps you save the time of brainstorming, and through NLP processing we make the task more efficient, comprehensive and accurate.
It is not easy to generate thousands of “long-tail keywords” by setting manually, e-commerce sites always sell a wide variety of products, and will be based on the attribute name of the product. Users may also hope when they are searching for products, the result will better meet their expectations. However, if your keyword ads just focus on a few product words, you may lose a lot of opportunities.
For example, if your website sells children’s clothing, whenever you think about keywords, you may associate them with some assumptions. The people who will buy children’s clothing may be mothers, and mothers may care more about the material of the clothes, so the keywords must be “pure cotton”, “soft and skin-friendly”.
But there may be other products on your website with different functions and materials, different collections in different seasons, and various seasonal promotions. All of the information is important for consumers’ decisions. Additionally, there may be more potential consumers than we expect, so the behavior of these consumers and the keywords they may search for will become a leak. That’s why we need AI help.
Which e-commerce are suitable for “AI Keyword”?
NLP needs a lot of data to keep repeating the process and learning. Therefore, e-commerce who want to implement “AI Keyword” must meet several conditions. It is recommended that the number of products on your website should be at least 20, the more types of products the better for algorithm optimization.
In addition, the diversification of the product names is helpful for the computer to generate more “long-tail keywords”. For example, shoes are divided into: sandals, rain shoes, heels, and boots, the more diverse the product names will allow AI to generate more different keywords to enhance the exposure of the advertisement.
“AI Keyword” can help monitor your advertising campaign 24 hours a day and adjust the strategy according to the situation of the campaign at any time, so you don’t need to worry about missing the opportunities or spending unnecessary advertising budget.
Are you still struggling with the performance of keyword ads? We hope “AI Keywords” can be your best partner in your marketing journey, feel free to contact us for more details.
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Natural Language Processing (NLP)