In the world of digital marketing, artificial intelligence (AI) is revolutionizing the way companies reach customers, design impactful creative and make data-driven decisions. Google, in particular, is driving this transformation with its innovative AI tools and features within Google Ads.
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Google AI: AI takes the lead in campaign creation
One of the latest additions is the conversational experience, which allows advertisers to provide a landing page and let Google's AI automatically generate keywords, titles, descriptions and other essential elements for your campaigns. This AI capability not only saves time and effort, but also increases ad relevance by matching users' search terms and reflecting brand identity more accurately.
A prime example of how AI-powered campaigns can drive business growth is Google's Performance Max. The generative AI in Performance Max uses the company's website to learn about the brand and create personalized assets, from text to images. It even suggests new and unique images for the campaign, helping to stand out from competitors and grab customers' attention.
But how can you differentiate and stand out from your competitors when everyone has access to AI-powered solutions?
Key recommendations to boost your AI campaigns and break down internal barriers
The key is your knowledge of your customers and your business, both of which are critical factors in guiding AI success and improving your multi-channel strategy. Really, it's a circle: you can multiply your results and marketing expertise with AI, while AI learns from you. Here are six recommendations you can incorporate to boost your campaign results:
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High-quality, consented data: Strengthen your measurement strategy by using high-quality, proprietary data that comes from the direct relationship you have with your customers. The higher the quality of your data, the better the AI results.
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Robust tagging and consent mode: Set up robust tagging across your website with the Google tag to collect the most relevant data. If you operate in the European Economic Area or the UK, be sure to create a robust framework for collecting and maintaining user consent.
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Enhanced conversions and value assignment: Set up Enhanced Conversions to increase the accuracy of conversion measurement and assign values to conversions based on your business goals. These values will allow you to align your bid optimization with your broader business goals.
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Upgrade to Google Analytics 4: Upgrade to Google Analytics 4 for more comprehensive statistics on your websites and apps. With Google Analytics 4's predictive and modeling features, you'll be ready for the future of measurement.
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Add conversion values and use value-based bidding: Establishing a solid conversion measurement strategy is critical to maximizing the value of Google AI. Adding conversion values is vitally important to align your bid optimization with your business goals. Consider using a conversion value-based bidding strategy, such as "Maximize Conversion Value" (with the option to add a target ROAS), to further boost the value of your campaigns.
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Provide audience signals: One outstanding benefit of Google AI is its ability to help you grow by identifying new audience segments that drive conversions. Don't limit yourself to reaching only your pre-defined ideal audiences. AI can help you discover new converting audience segments you didn't know about before.
In addition to the above recommendations, it is important to change the mindset in your company. To take full advantage of AI, in this case from Google, you must be willing to try new approaches and increase agility in allocating budgets toward opportunities. Create a culture of experimentation, where testing, learning and large-scale application are key. In this way, you will gain agility and remove barriers between data, budget and channels.
The ideal combination to maximize results with AI-based campaigns
As we discussed earlier, AI-based campaigns are a powerful tool for optimizing real-time performance and driving more conversions and greater value from your advertising budget. By leveraging Google's AI, you can attract additional demand and achieve incremental results across new search queries, audiences and channels.
To maximize your results, it is important to implement the "ideal mix" that Google recommends for your advertising strategies. This involves combining AI-based search campaigns, which use broad match, with Performance Max campaigns to drive more conversions across the entire Google ecosystem.
In addition, it is advisable to use Smart Bidding strategies that focus on the value of conversions. These strategies allow you to invest in the conversions that bring the most value to your business, thus maximizing ROI.
Another important aspect of improving performance is designing effective creative. You should develop a wide range of text, image and video assets, and invest in the creatives on your website. Google's AI will use these assets to generate personalized and relevant ads that are more likely to convert users.
As you've seen, Google AI can boost your business results by helping you reach new customers, design high-quality creative, and make decisions based on reliable statistics. By providing the right data, establishing a solid strategy and adopting an agile mindset, you can maximize the potential of AI and differentiate yourself in a competitive environment.
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