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“These new AI-driven solutions allow you to measure the incremental impact of your campaigns with brand lift, search lift and data driven attribution, helping you to make smarter decisions more effectively.” - Google blog post
According to a recent Google blog post, Google is unveiling two new ad campaigns later this year that you can use to boost lead gen efforts. With the new focus in lead gen being around “demand generation”, Google is rolling out Demand Gen and Video View as new campaign types.
Their focus is on mid-funnel to purchase, amplifying your product demand. Google determined that most people act immediately when seeing a new product or brand in a Google feed.
According to the article, “With Demand Gen, your best-performing video and image assets are integrated across our most visual, entertainment-focused touchpoints — YouTube, YouTube Shorts, Discover and Gmail." Collectively, these platforms cater to over 3 billion monthly users.
Extending your reach to where it gets traction can really help drive demand for your product, service and/or brand. Google’s AI will help you build creatives that can have the most impact based on your goals.
Video View campaigns let you create lookalike segments to your existing customers, and then tailors your creatives to either attract existing customers to new products, or create demand from people like your existing customers.
With YouTube being a source of purchase decision research for 87% of consumers, Google is taking advantage of video creatives in ad campaigns, using AI to help tailor the creatives and placements.
Google is also providing more insights into campaign performance so you can make better, data-driven decisions. AI will work with your results and changing market pressures to continue to provide content performance benefits through helping you make informed, data-based decisions.
You can sign up for the August beta release here.
Ads can be an expensive mixed bag, but with the help of AI you can have more demand driven to your products. AI has visibility into where the public is going, what they are buying, and how they prefer to view products, as well as what your ad creatives are. Let it work its magic on your behalf and get more return on ad spend (ROAS)!
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