How Artificial Intelligence is Helping Marketers
Posted: Sat Jan 18, 2025 10:17 am
Artificial Intelligence (AI) is becoming more and more important in conversations with marketers . The reasons are clear. For example, a recent McKinsey study of regions, industries, and company sizes found that the value that AI brings has shifted in recent years, with marketing and sales departments seeing the biggest impact on revenue.
Today we’d like to address some questions about AI lithuania phone number material that we hear in meetings and explore how Google Ads products can help marketers deliver the performance and impact they need in today’s increasingly unpredictable world.
That's why we share the vision of Brendon Kraham, Vice President of Global Search Ads, Business Strategy and Product at Google.
Why is AI important for marketers?
In recent years, people have massively adopted digital technology in almost every aspect of their lives. And we’re seeing many of these new behaviors and habits stick. As a result, it’s harder for marketers to predict a consumer’s next move. The key to succeeding in this new world is being able to analyze massive amounts of data and react to it in real time. That’s why we’re excited about the opportunities AI is creating for marketers.
We are on the cusp of a technological revolution in AI that is poised to add immense value to businesses and marketers around the world, much as the arrival of the Internet did in the late 1990s and the emergence of mobile computing did in the early 2000s.
Today’s advancements in Artificial Intelligence are radically changing the way people interact with technology, while making it easier for marketers to engage with customers in more connected and consistent ways.
In fact, we are seeing AI become a force multiplier for businesses by enabling marketers to stay on top of consumer needs and trends, and leverage new insights to create faster campaigns with proven performance and ROI.
How is AI currently used in advertising?
Google has been a pioneer in the development of Artificial Intelligence for over a decade, and this technology has been fundamental to the Google Ads business: ranging from AI-powered creatives (like responsive search ads) to how they optimize bids for each auction .
It also led the way in creating AI responsibly, publishing and updating its principles of artificial intelligence since 2018.
Over the years, we’ve improved these technologies based on feedback from marketers and advancements in Google’s AI. Our large language models are now 50% better at understanding human language. This translates into real business results for clients. For example, advertisers who switch from exact match to broad match (one of the AI-powered targeting options for search ads) in campaigns using target cost per acquisition see, on average, 35% more conversions.
Performance Max is a new type of goal-based campaign powered by AI. It helps find valuable new customers and demand opportunities across Google’s inventory, including YouTube, Search, and Gmail. On average, advertisers who adopt Performance Max achieve 18% more conversions at a similar cost per action. Best Buy, a multinational consumer electronics retailer, is one of them.
Best Buy wanted to respond to the changing business landscape and new consumer expectations by improving its performance with Google Ads. The team had been using AI applications in other parts of its business and decided to test two Google AI products : Performance Max and Broad Match. Extensive testing revealed that Performance Max helped Best Buy increase return on ad spend by 33%, while Broad Match increased its omnichannel revenue by 42%.
Today we’d like to address some questions about AI lithuania phone number material that we hear in meetings and explore how Google Ads products can help marketers deliver the performance and impact they need in today’s increasingly unpredictable world.
That's why we share the vision of Brendon Kraham, Vice President of Global Search Ads, Business Strategy and Product at Google.
Why is AI important for marketers?
In recent years, people have massively adopted digital technology in almost every aspect of their lives. And we’re seeing many of these new behaviors and habits stick. As a result, it’s harder for marketers to predict a consumer’s next move. The key to succeeding in this new world is being able to analyze massive amounts of data and react to it in real time. That’s why we’re excited about the opportunities AI is creating for marketers.
We are on the cusp of a technological revolution in AI that is poised to add immense value to businesses and marketers around the world, much as the arrival of the Internet did in the late 1990s and the emergence of mobile computing did in the early 2000s.
Today’s advancements in Artificial Intelligence are radically changing the way people interact with technology, while making it easier for marketers to engage with customers in more connected and consistent ways.
In fact, we are seeing AI become a force multiplier for businesses by enabling marketers to stay on top of consumer needs and trends, and leverage new insights to create faster campaigns with proven performance and ROI.
How is AI currently used in advertising?
Google has been a pioneer in the development of Artificial Intelligence for over a decade, and this technology has been fundamental to the Google Ads business: ranging from AI-powered creatives (like responsive search ads) to how they optimize bids for each auction .
It also led the way in creating AI responsibly, publishing and updating its principles of artificial intelligence since 2018.
Over the years, we’ve improved these technologies based on feedback from marketers and advancements in Google’s AI. Our large language models are now 50% better at understanding human language. This translates into real business results for clients. For example, advertisers who switch from exact match to broad match (one of the AI-powered targeting options for search ads) in campaigns using target cost per acquisition see, on average, 35% more conversions.
Performance Max is a new type of goal-based campaign powered by AI. It helps find valuable new customers and demand opportunities across Google’s inventory, including YouTube, Search, and Gmail. On average, advertisers who adopt Performance Max achieve 18% more conversions at a similar cost per action. Best Buy, a multinational consumer electronics retailer, is one of them.
Best Buy wanted to respond to the changing business landscape and new consumer expectations by improving its performance with Google Ads. The team had been using AI applications in other parts of its business and decided to test two Google AI products : Performance Max and Broad Match. Extensive testing revealed that Performance Max helped Best Buy increase return on ad spend by 33%, while Broad Match increased its omnichannel revenue by 42%.