It’s often been said that there’s no substitute for hard work. But hard work coupled with AI technology can get you even further in marketing.
With the power of AI, you can be a marketer who’s in the right place, at the right time, with the right offering to meet people’s fast-changing needs; 15% of the billions of searches on Google every day are entirely new ones.1
You’re likely already tapping into the power of AI in your everyday life, whether it’s skipping traffic jams with Maps, composing better emails, or running a visual search with Lens. And that same technology, in Google AI-powered ad solutions, can help you analyze data, find insights, and show up for customers at a speed and scale like never before, especially in a world where every customer and their journey is unique.
Advanced technologies can improve marketing performance by 20% but human input can take it 15% further.
To achieve your fullest potential as a marketer, you need to pair the power of AI with your unique expertise. Our study with the Boston Consulting Group shows that advanced technologies can improve marketing performance by 20% but human input can take it 15% further. In other words, as Michael Beresin, chief operating officer of the digital marketing agency Labelium observes, using AI in marketing alone won't turn marketers into winners; pairing your expertise with the power of AI is what will help you achieve your personal best.
Working smarter with AI-powered marketing then, is like finding yourself in the driver’s seat of a Formula One race car, where you’re able to pair your skills and ingenuity with AI technologies to maneuver expertly. With AI systems in place instead of manual levers, you can skillfully steer your AI-powered campaign. And by providing it with unique inputs such as first-party audience data, high-quality creatives, and strategies specific to your business, you’ll be able to outpace others.
In practice, what does this all look like? For a start, here are three ways you can work smarter, not harder, by pairing your expertise with AI-powered campaigns to achieve marketing objectives, grow business results, and unlock your fullest potential as a marketer.
Customer Match is an advertising tool that lets you use your first-party data in privacy-safe ways to attract new customers similar to your most valuable ones, and to connect with existing customers.
With the tool, your AI-powered campaigns like Performance Max can deliver tailored, timely messages to relevant customers across Search, Shopping, YouTube, Display, and Gmail. That was how online lending platform WeLend delivered relevant ads in creative formats that were customized to the channels its customers were on.
WeLend also partnered with Mindshare and GroupM Nexus in Hong Kong to improve its accuracy in identifying new customers. By logging in unique customer insights through Customer Match lists, it was able to expand upon its existing customer lists to unlock new audience segments and find incremental customers. The result: It acquired 220% more new customers at a lower cost per acquisition with its recent Performance Max campaign.
Traveloka, a lifestyle superapp based in Southeast Asia, for instance, had an 11% increase in return on ad spend and a 14% increase in average booking value when it shifted from a Target CPA bid strategy to a Target ROAS bid strategy.