Recently, we partnered with Google to host “AI in Action - Real Results, Real Strategies,” a one-day event dedicated to helping brands and agencies understand how they can leverage AI to maximize their marketing impact. Adswerve and Google experts shared AI info, tips and strategies and delivered a clear message: To stay ahead, marketers need AI. While we were thrilled to share these insights with attendees, we wanted to extend the key takeaways to you, too.
AI Across the Marketing Spectrum
AI's applications span various marketing functions, driving innovation and efficiency. We shared how marketers at brands and agencies can utilize AI for:
- Media: AI powers campaigns for profit-driven KPIs. AI-driven automation optimizes bidding, targeting and delivery across channels, maximizing ROI and hitting business goals.
- Measurement: AI centralizes data for predictive insights, providing a single source of truth for campaign performance. This unified view helps you understand the holistic impact of their efforts and make informed decisions.
- Creative: AI tools can help you streamline some of the more time-consuming steps of your creative workflows, generating ad copy and visuals and even predicting the performance of different creative elements. Integrating the right AI tools can help you create more impactful creative at scale.
Key Themes and Takeaways
Our discussions highlighted several core themes, emphasizing AI's power to revolutionize marketing:
- Ways AI Is Used: We covered two ways marketers engage with AI: embedded and applied. Embedded AI is functionality already integrated into the tools you use in your workflows, like those in the Google Marketing Platform. However, Applied AI is the tech used to enhance your Cloud-based applications or software. You, or your martech partner, can integrate it into your stack to improve your capabilities and processes.
- Cost Efficiency and Personalization at Scale: AI helps you optimize your spend while delivering highly personalized ad experiences. It’s not just about targeting; it's about crafting messaging and offers that resonate with individual customers, maximizing the impact of every dollar you spend.
- Waste Reduction and Customer Segmentation: AI refines targeting with granular precision, significantly reducing wasted ad spend. By analyzing vast datasets, AI helps identify and segment audiences based on behavior, demographics and predicted outcomes, ensuring ads reach the most receptive individuals.
- Impact Measurement and Real-Time Decisions: AI provides the tools for accurately measuring marketing effectiveness, empowering data-driven decision-making in real time. Using AI, you can stay agile and responsive to evolving market dynamics for continuous campaign optimization.
Featured Tools and Solutions
In her keynote, Liz Raschke, Head of GMP Sales Engineering at Google, captured the value of AI tools and solutions well:
It was a central theme of the day—AI gives marketers the speed they need to stay ahead. With new tools emerging all the time, here are a few AI-powered solutions we find especially impactful right now:
- Phoebe & Vertex AI: These Google tools work together to predict user conversion likelihood and seamlessly integrate this data into the Google Marketing Platform, allowing for more targeted advertising and improved conversion rates. Vertex AI predicts user conversion likelihood and Phoebe ensures this data integrates smoothly into the GMP. This integration allows for more targeted advertising and improved conversion rates.
- RSA AI Generator: With the RSA AI Generator, you can automate the creation of Responsive Search Ads (RSAs), improving ad relevance, CTR and ad strength while saving time on manual copywriting. It enhances scalability and reduces errors in messaging by dynamically generating and testing copy variations.
- Adios: This tool streamlines the creative production process by organizing, tagging and distributing assets across platforms. It minimizes versioning issues, improves collaboration between teams and accelerates go-to-market timelines, making asset management more efficient from creation to deployment.
- TopicMine: TopicMine helps you capitalize on emerging trends, increasing engagement, market share and reach with timely, data-driven ad content.
- Predictive Audiences in Google Analytics 4 (GA4): Need a powerful and low-effort way to leverage machine learning for audience targeting? Using GA4’s predictive audiences is an easy way to get started.
Putting AI to Work
Integrating AI isn't as simple as selecting a single tool; it's a journey and takes time. While AI was once simply a helpful option for marketers, it’s now a necessity for those who prioritize growth, optimization and exceptional customer experiences. Here are a few steps you can take as you embark on your AI journey:
- Start with a Vision: Define clear objectives and KPIs before implementing AI solutions. Align your AI initiatives with your overall business goals to ensure maximum impact.
- Conduct an Audit: Assess your current AI usage across teams and functions to identify the areas where you most effectively apply AI and pinpoint any gaps in strategy or implementation.
- Choose the Right Partners: Select technology partners with proven AI expertise and a track record of successful AI implementations. They can provide guidance, support and tailored solutions.
- Determine Your Investment: Carefully plan your budget and timelines for AI adoption, considering both the initial investment and the long-term ROI.
Ready to put AI into action for your marketing?
Download our new ebook, "Choose Your AI Journey: A Digital Marketer's Guide" and start transforming your strategies for real results.