1. Setting Clear Goals for AI Marketing: When using AI for marketing, start by defining your goals. For example, you can tell AI to focus on getting new customers by using a technique called "value-based bidding." Help AI learn more about your potential customers by providing it with information about your target audience. Make your marketing materials more personal by adding things like videos, text, and images that represent your brand. 

2. Making the Most of Your Data, Even with Limitations: Sometimes, small businesses don't have a lot of data. But that's okay! You can still use AI with as few as 15 conversions in the past month. AI can help fill in the gaps in your data, so even if you don't have all the information you need, it can still work well. If your data changes seasonally, like during holiday sales, you can use tools to adjust your marketing strategy. 

3. Keeping Your Data Safe and Private: When you use AI, your data is safe from being shared with your competitors unless you say it's okay. Google uses general data to improve its AI, but individual data remains private. Google makes it easier for you to use your own data safely and reach the right audience. 

4. Staying Legal and Protecting Your Brand with AI-Generated Content: Small businesses can use AI to create marketing materials, but it's essential to follow the rules and protect your brand. Start with your brand's guidelines and make sure the AI-generated content follows them. If you suspect someone is using your brand without permission, Google provides a way to report it. Stick to existing copyright and trademark rules to protect content creators. 

5. Getting Valuable Insights from AI: AI can learn and provide valuable information that can help your business. In your Google Ads account, you can find insights about your marketing performance. You can learn what's causing changes in your campaign, which parts of your ads are working best, and how you compare to other advertisers. These insights can help you make better decisions and improve your marketing. 

6. The Future of AI in Advertising: There are many different AI tools and solutions for marketing, which can be confusing. Google offers a solution called Performance Max that combines various AI technologies to simplify advertising across different channels. It's like having a powerful tool to make your ads more effective. For the best results, Google recommends using this tool alongside regular Google Search ads. 

By following these practical tips and tricks, smaller businesses can use AI to become more competitive in the world of online marketing. It's all about setting clear goals, using your data wisely, protecting your information, staying legal, getting valuable insights, and choosing the right AI tools for your business.