Client Update – 30 April 2024

Several Campaign Improvements

We are excited to share several key updates this month, aiming to keep our clients well-informed about our ongoing improvements in the time of AI marketing.

Broad keywords

We have now transitioned all our client accounts to using broad-match keywords, consistent with the Google AI-powered ads ecosystem. The use of restrictive keyword targeting is no longer as advantageous as it once was.

For example, a user searching for “rose” might see an ad for rosé wine or a dozen roses, depending on whether their previous searches included “summer drink ideas” or “florists.”

Broad match is the only match type that uses the complete range of signals—including landing pages, other keywords in your ad group, previous searches of the user, and user location—to accurately discern the intent behind both the user’s search and your keyword. This flexibility enables it to identify the most relevant and high-performing keyword matches, a capability that phrase and exact match keywords currently lack.

When integrated with Smart Bidding, broad match keywords evolve into a powerful system capable of delivering consistently improved results over time to our clients.

Combining AI-powered Search campaigns (with broad match) and Performance Max campaigns can help drive more conversions across all of Google in this age of AI advertising.

Broad Audience Targeting

Google and Meta Ads use lots of information to find your audience, evolving constantly as they learn. Currently, shifting from restrictive to broad audience targeting emerges as the most effective marketing strategy.

Adwords Optimized List

We have integrated the AdWords Optimized List into all our clients’ Google Ads campaigns. This auto-generated list by Google Ads uses AI to combine your existing audience segments—ads visitors, website visitors, customer lists, and converters—into a unified and potent targeting tool guided by Smart Bidding.

Advantage+ audiences

We have also begun leveraging Advantage+ audiences in our clients’ Meta Ads accounts, aiming to reach the widest possible audience on the platform. This approach provides Meta’s AI with significant flexibility while still achieving our cost-efficiency objectives.

The Advantage+ Audience is an AI-powered dynamic audience tool that adjusts its ad delivery based on performance. Unlike fixed targeting methods that focus on specific interests, behaviors, and demographics of users, Advantage+ Audience dynamically broadens and adapts your audience targeting based on your specified goals.

Customer Data File

Regular updates to your Customer Data File will maximize the effectiveness of your audience targeting capabilities. Google and Meta ad campaigns can utilize your customer data in your account to enhance ad campaign performance towards achieving specific goals, such as increasing conversions.

Customer lists allow you to use both online and offline data to reconnect with existing customers and expand your reach to new potential customers who resemble your current ones through targeted advertising. Don’t forget to keep your Customer Data File up to date!

Machine Learning and AI Marketing

It would be too lengthy to detail the full range of improvements we’ve implemented in our clients’ accounts here.

We are committed to ensuring that all our clients’ accounts are fully optimized to take advantage of the latest technological advancements on these advertising platforms, both now and in the future. Being informed of ongoing changes is crucial, but leveraging these changes to maximize the effectiveness of our clients’ advertising budgets is our primary goal.

Our core philosophy has always been to continually adapt our ad campaigns and strategies to ensure the best possible outcomes in response to new changes.

Looking ahead, our goal is to manage more streamlined and unrestricted campaigns. This will involve using dynamic ads, increasing automation, enhancing measurement systems, adding strong creative inputs, and driving new customer connections through AI advertising approaches.

In Summary

We will continue to improve our client experience, striving to make it simpler and more efficient to help them save more time, money, and energy.