Power up your advertising campaigns.
“The real value that AI can provide is that it actually empowers the customer to shape their experience with the business, as opposed to just receiving what’s been given to them.”
Kathryn Hume, VP of Product and Strategy, Integrate.ai
When it comes to advertising, the promise of AI is that customers will receive the most relevant ads, while allowing brands to drive awareness, engagement, conversions and loyalty. This ultimately results in happier customers and less wasted ad spend. With AI, advertisers can budget, plan and more effectively spend limited ad dollars. Let’s look at an example.
Cynthia is a travel and hospitality media buyer trying to determine the best mix of search advertising for her global hotel brand. She knows that with millions of keywords, multiple search engines and different audience segments to consider, coming up with the right bid amount for each combination, as well as determining how to allocate her budget across her campaigns to most efficiently meet her goals is simply too much for her to handle alone. So she turns to her media buying platform to help her make sense of the data.
With AI leading the way, she reviews a forecast simulation to see how an increase or decrease in budget will affect her clicks, revenue, conversions and other metrics. Once she selects her budget, she reviews AI-powered ad spend recommendations to see how to best allocate her advertising budget. She clicks her preferred allocation. Later, as her ad campaigns are running, she accesses model accuracy performance reports so she can see how actual performance numbers compare with AI-generated forecasts, allowing her to make any necessary adjustments along the way. Once her campaigns have run, she’s thrilled to see that they delivered 99 per cent of the clicks that were forecast and actual revenue was five per cent higher than forecasted.
Now that Cynthia has a clear picture of what worked during her search ad campaigns, she checks the performance of her display and video campaigns. Again, she calls on AI to report on awareness and performance while letting her demand-side platform (DSP) guide automated budget allocation so she can stay focused on strategic media planning and buying.
Like Cynthia, with the help of AI you can keep up with changing customer preferences, navigate mountains of data and make adjustments multiple times per day if needed to make sure you allocate budgets most effectively across channels like search, display and video or even within a specific channel.
“Adobe Advertising Cloud Search enables us to look at many variables and balance our clients’ budgets and goals to achieve the best outcome. The Spend Recommendation capability powered by Adobe Sensei helps us to bring down advertising costs.”
Mihir Palan, Account Director, Digital Media Planning and Buying, Social Kinnect