AI has taken the world by storm, and advertising is no exception. Artificial intelligence tools such as Gemini, Vertex AI, BigQuery ML and TensorFlow can help marketers faced with discerning customers and an extraordinarily competitive market.
We all know that challenges in today's digital marketing landscape, such as increased data volume, audience fragmentation and cross-channel complexity can strain even the most seasoned professionals. AI allows marketers to make the most out of their budget, connect with customers more effectively, target campaigns with more precision and maximize ROI.
Google Cloud Platform tools are perfect for anyone looking to dive into the world of AI-powered advertising. Read on to find out more about how you can incorporate AI into your workflow to achieve quick and long-lasting results.
AI-Powered Creative
Dynamic Content Generation
One of artificial intelligence's greatest strengths is its capacity to quickly develop bespoke content. Tools such as Vertex AI and Generative AI App Builder let marketers create tailored ad copy, visuals and interactive experiences on the spot. Imagine being able to personalize your content to each customer's preferences — without needing much extra time or financial investment.
Nowadays customers are bombarded with ads every day, which has only made them pickier and more discerning. In a saturated market, marketers need to customize each step of the customer journey to maximize results. AI is indispensable for identifying and creating small changes and tailor each page to customers' preferences — work that would be too impractical for humans to do but can skyrocket engagement and sales.
Gemini for Enhanced Creativity
As an advanced AI model, Gemini can understand context and adapt messaging to different audiences. The model is invaluable for generating creative text formats and making small changes to suit a wide range of people. For example, Gemini can take your key message and adapt it for both working professionals on LinkedIn and millennials on Instagram in a matter of seconds.
AI can also generate high-quality visuals optimized for various platforms — it's indispensable for creating dynamic banners and personalized video ads, for instance.
Interactive ads — think ones that allow customers to click to change the color of a car or upload a picture of themselves to try out different makeup colors — can be particularly effective. Previously, implementing these was infeasible for the average marketer as they required a lot of initial investment, which made them inaccessible to most marketers. However, technology has advanced significantly in recent years, and now, creating this is an option even for those on a tiny budget.
The key to unlocking Gemini's full potential is creating high-quality prompts. Get as specific as possible about the type of content you want, the audience you're looking to target and the actions you'd like them to take.
Predictive Advertising
Gone are the days of guesswork and mass campaigns — artificial intelligence now allows marketers to target their advertising efforts with extreme granularity. Predictive modeling tools, such as BigQuery ML and TensorFlow, can process large amounts of data and develop models that can consistently and precisely foresee customer behavior.
By leveraging these key insights, marketers can make proactive campaign adjustments and allocate resources more efficiently. For instance, customers deemed high churn risk can be sent personalized messages or discount codes to improve retention. On the other hand, customers who have a high lifetime value (CLTV) may be encouraged to increase their spending with premium offerings.
Audience Segmentation and Targeting
One of marketing's biggest challenges is understanding the customer base. Poor segmentation and incorrect predictions can lead to a lot of wasted effort. On the other hand, accurate targeting can identify high-value customer groups, increase brand loyalty and lead to repeat purchases. AI-powered segmentation can help you focus your efforts on the clients most likely to convert, engage and make repeat purchases.
Unless they're armed with solid knowledge of their customer base, brands can often send their message at a less-than-ideal time or through the wrong platform. AI modeling can take most of the guesswork out of the equation and let even those with a limited budget fine-tune their messaging to their audience.
Real-Time Bidding Optimization
Bidding is an area of marketing where AI's high capacity becomes truly apparent — it allows advertisers to optimize their bidding strategies in real time to get maximum return on their investment. Predictive modeling tools use historical data to predict the likelihood of conversions and adjust bids dynamically. This way, marketers can bid aggressively on high-yield bids while decreasing the spending on less promising ones.
AI-Driven Attribution
Granular Insights Into Attribution
Although marketers have long been keen to collect information about customer journeys, AI can take this to a whole new level of granularity. Professionals can harness this powerful tool to identify key touchpoints and maximize their understanding of the relative impact different channels have on their campaigns.
Multi-Touch Attribution Modeling
AI can give more accurate attribution by analyzing complex customer journeys. It can go beyond last-click attribution, for instance, to provide multi-touch models that more accurately represent all interactions a customer has had with your brand. This can give you a much better idea of what exactly is driving clicks and purchases, allow you to refine each channel's strategy and help you optimize your ad spend.
Optimizing Ad Spend
Discounts and seasonal offers are effective ways to increase sales, but they eat into the company's bottom line when they're used too generously. Marketers can use AI to target those customers who are particularly responsive to discounts or are otherwise unlikely to make a purchase to maximize return on investment.
Ultimately, the Google Cloud Platform provides invaluable tools for data-driven decision-making and AI-powered insights that enable marketers to achieve their advertising goals. Artificial intelligence facilitates dynamic content creation, predictive advertising and advanced predictive modeling, which allows marketers to refine their approach and remain competitive in the market.
One thing's for sure — AI is here to stay. Stay ahead of the competition and explore Further's GCP's AI solutions. Contact our experts for a free consultation on how to leverage AI for your advertising campaigns.
