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Artificial Intelligence (AI) has had a substantial impact globally, and marketing in the financial services industry isn’t exempted. The incredible power of AI in effectively managing Google Search Ads empowers businesses to achieve unprecedented success in their campaigns. From enhancing engagement to skyrocketing conversion rates, AI serves as the secret ingredient for achieving remarkable results. Let’s delve into some of the ways AI works its magic in lead generation campaigns on the Google Search platform. 

Campaign Optimisation from Call Centre Data 

AI’s astounding capabilities extend to analysing call centre recordings, enabling the identification of common customer queries and pain points. By leveraging this valuable data, AI can propose bespoke Google Search campaigns, featuring tailored keywords, captivating headlines, and persuasive callouts. For instance, if customers frequently inquire about ‘pension saving options,’ AI can recommend curating campaigns centred around this topic. This enhances ad relevance, elevates lead quality, and empowers call centres to enhance their conversion rates.

Automated Ad Text Generation 

Harnessing the power of advanced Machine Learning algorithms, AI possesses remarkable capabilities to analyse and learn from successful campaigns. This empowers users to effortlessly generate ad copy that resonates with target audiences and drives higher conversion rates. By intelligently suggesting specific phrases consistently proven to yield higher conversions in previous campaigns, AI becomes an invaluable asset to marketers.

By intelligently suggesting specific phrases consistently proven to yield higher conversions in previous campaigns, AI becomes an invaluable asset to marketers.

Advanced Keyword Discovery 

By conducting a thorough analysis of extensive and diverse datasets, bolstered by state-of-the-art AI algorithms, marketers can unlock a plethora of invaluable new keywords. For instance, envisage the AI detecting a higher than average conversion rate when female users search for “family funeral insurance compared”. In such instances, the intelligent recommendation would be to strategically incorporate this specific phrase into your keyword strategy for this audience group.

Intelligent Negative Keyword Suggestion

By harnessing its powerful capabilities, AI intelligently identifies generic search terms that generate low-quality leads or are unrelated to the business. This invaluable feature enables AI to provide recommendations for negative keywords, preventing wasted advertising expenditure.

Imagine a scenario where a company doesn’t offer personal loans to students, and the AI detects that students are using the term “spot n Klipa” when searching for a personal loans. By leveraging advanced AI algorithms, the system proactively recommends adding “Spot a Klipa” as a negative keyword. This remarkable functionality ensures that irrelevant traffic is filtered out, allowing you to focus your marketing efforts on the most relevant and valuable target audience. With such precision and accuracy, AI becomes an indispensable asset for optimising ad campaigns and maximising return on investment.

AI becomes an indispensable asset for optimising ad campaigns and maximising return on investment.

Advanced Cohort Bid Optimisation 

AI’s real-time data analysis capabilities empower marketers to unlock improved campaign performance. By suggesting optimal bid adjustments, AI maximises results. For instance, if AI consistently identifies a high-performing advert among a specific cohort during weekday mornings, it may recommend increasing bids for better outcomes during peak hours. Ultimately, human operators make final decisions based on strategic campaign goals. Their expertise ensures alignment between AI-based suggestions with broader marketing objectives, integrating them into the overall advertising strategy. This symbiotic partnership between AI and human acumen empowers businesses to make informed decisions, optimise performance, and outshine the competition.

Multidimensional Audience Segmentation 

AI possesses exceptional capabilities in analysing complex and layered data, enabling the creation of highly specific audience segments. These segments serve as the foundation for crafting tremendously personalised campaigns, resulting in significantly improved conversion rates and campaign relevance.

To illustrate this further, let’s consider an example. AI identifies a customer segment with a strong interest in ‘sustainable investing’. Armed with this invaluable insight, marketers can strategically develop a unique and precisely tailored campaign that directly appeals to this particular audience. The campaign emphasises the positive impact of sustainable investments on the environment while showcasing their long-term benefits. By addressing their specific interests, the campaign drives even greater engagement and success, fostering a deeper connection between the audience and the brand. This level of personalisation cultivates trust and loyalty, ultimately leading to enduring customer relationships.

This level of personalisation cultivates trust and loyalty, ultimately leading to enduring customer relationships.

The future of digital marketing lies in seamlessly merging the capabilities of AI with human creativity and expertise. AI provides invaluable insights and optimisations, taking on data-heavy tasks and freeing up human marketers to focus on crafting strategic campaigns. However, to maintain brand tone and ensure compliance, human review of AI-generated suggestions remains essential. As such, financial service providers can significantly increase conversion rates by integrating AI into their Google Search Ads management, following the principle of “automating the predictable and humanising the exceptional.” This symbiotic relationship unlocks AI’s full potential and ensures engaging ad content that not only attracts and engages users but also effectively converts them into paying customers.

In an uncertain economic climate, it is crucial for businesses to optimise their digital advertising strategies to remain competitive and weather the storm. One way to achieve this is by mapping out the customer journey, understanding the metrics that truly matter, and identifying areas for optimisation. This article delves into the process of recession-proofing your digital advertising by adopting a customer-centric approach and focusing on meaningful performance measurement.

Mapping the Customer Journey: A Foundation for Success

Identifying Key Touchpoints

To begin mapping the customer journey, businesses must first identify the key touchpoints where customers interact with their brand, both online and offline. These touchpoints may include social media platforms, search engines, email marketing campaigns, and even in-store experiences. By gaining a comprehensive understanding of these interactions, businesses can develop a holistic view of the customer journey and uncover opportunities for improvement.

Defining Metrics that Matter

With a clear view of the customer journey, businesses can now focus on defining the metrics that truly matter. Rather than concentrating on vanity metrics, such as impressions or clicks, it is crucial to track metrics that directly impact revenue performance, such as conversion rate, return on ad spend (ROAS), customer lifetime value (CLV), and cost per acquisition (CPA). By prioritising these meaningful data points, businesses can make more informed decisions and optimise their digital advertising strategies for long-term success.

Analysing Customer Behaviour and Preferences

By mapping the customer journey and focusing on metrics that matter, businesses can gain valuable insights into customer behaviour and preferences. This information can be used to tailor advertising campaigns to better resonate with the target audience, improving engagement and driving conversions. Additionally, understanding customer preferences can help businesses identify potential areas for product or service improvement, ensuring they remain relevant and appealing in a challenging economic landscape.

Optimising the Customer Journey for Recession-Proof Digital Advertising

Personalising the Customer Experience

In a recession, it becomes even more critical for businesses to differentiate themselves and create meaningful connections with their customers. Personalising the customer experience by leveraging data-driven insights can help businesses stand out and foster customer loyalty. By tailoring content, offers, and messaging to individual customer preferences, businesses can cultivate a sense of value and relevance that keeps customers engaged and coming back for more.

Streamlining the Path to Conversion

Identifying and eliminating any barriers or friction points within the customer journey is crucial for optimising digital advertising during a recession. By streamlining the path to conversion, businesses can make it easier for customers to complete desired actions, such as making a purchase or signing up for a newsletter. This may involve simplifying website navigation, optimising landing pages for mobile devices, or offering multiple payment options to accommodate different customer preferences.

Iterative Testing 

Finally, recession-proofing digital advertising requires a commitment to ongoing iterative testing. By continually analysing performance data and revenue performance metrics, businesses can identify areas for improvement and make the necessary adjustments to their digital advertising strategies. This process of iterative testing allows businesses to remain agile and responsive to changing market conditions, ensuring they can adapt and thrive in the face of economic uncertainty.

Recession-proofing your digital advertising involves mapping out the customer journey, understanding the metrics that matter, and optimising each touchpoint for maximum effectiveness. By adopting a customer-centric approach and focusing on revenue performance measurements, businesses can improve their digital advertising strategies, driving revenue growth and long-term success, even during challenging economic times.

In the world of digital advertising, marketers often rely on a plethora of metrics to gauge the success of their campaigns. However, not all metrics are created equal, and many advertisers fall into the trap of prioritising ‘vanity metrics’ that may not accurately reflect campaign performance or contribute to revenue growth. This article examines the pitfalls of vanity metrics, offers alternatives that can deliver better Revenue Performance Measurement (RPM), and provides insights into how marketers can make more informed decisions for long-term success.

The Vanity Metrics Trap: Misleading Metrics in Digital Advertising

Vanity metrics are superficial data points that may look impressive on paper but do not necessarily correlate with actual business results. Common vanity metrics in digital advertising include:

1. Impressions: The number of times an ad is displayed, regardless of user engagement or action. 
2. Clicks: The number of times users click on an ad without considering the quality or intent of those clicks. 
3. Social Media Likes and Followers: The number of likes, followers, or subscribers on social media platforms, which may not reflect the level of genuine user interest or engagement.

While these metrics can provide some insights into the visibility of a campaign, they often paint an incomplete picture of its overall effectiveness. Focusing solely on vanity metrics can lead to misguided decision-making and a failure to optimise campaigns for meaningful outcomes, such as generating leads or driving sales.

Redefining Success: Alternative Metrics for Better Revenue Performance Measurement

To achieve more accurate RPM, advertisers should consider shifting their focus towards the following alternative metrics:

1. Conversion Rate: The percentage of users who complete a desired action after clicking on an ad, such as making a purchase or signing up for a newsletter. This metric provides a more direct measure of campaign effectiveness and its impact on revenue generation.
2. Return on Ad Spend (ROAS): The revenue generated from an advertising campaign divided by its cost. ROAS helps advertisers assess the financial viability of their campaigns and identify opportunities for improvement.
3. Customer Lifetime Value (CLV): The projected net profit attributed to the entire future relationship with a customer. By focusing on CLV, advertisers can prioritise acquiring and retaining high-value customers, driving long-term revenue growth.
4. Cost Per Acquisition (CPA): The average cost of acquiring a new customer through an advertising campaign. This metric can help advertisers optimise their campaigns to reduce acquisition costs and improve overall profitability.

To drive meaningful RPM and long-term success in digital advertising, marketers must shift their focus away from vanity metrics and towards more meaningful, revenue-oriented data points. By prioritising metrics such as conversion rate, ROAS, CLV, and CPA, advertisers can make more informed decisions, optimise their campaigns for better financial outcomes, and, ultimately, drive sustainable growth. As the digital advertising landscape continues to evolve, embracing a more nuanced and results-driven approach to performance measurement will be crucial for businesses seeking to stay competitive and thrive in an increasingly complex market.

In the world of digital advertising, brand safety has emerged as a critical consideration for businesses looking to protect their image and reputation. As brands increasingly invest in online advertising, ensuring that their ads appear alongside appropriate content is of paramount importance. This article explores the concept of brand safety, the potential risks associated with unsuitable ad placements, and how Offernet utilises its bespoke Data Management Platform (DMP) and advanced machine learning to safeguard its clients’ advertisements.

Understanding Brand Safety and Its Importance

Brand safety refers to the measures businesses take to prevent their ads from appearing alongside inappropriate, offensive, or controversial content. Ensuring brand safety is crucial for businesses, as unsuitable ad placements can lead to the following risks:

• Reputation Damage: Ads displayed alongside inappropriate content can tarnish a brand’s image, eroding consumer trust and confidence.
• Loss of Consumer Confidence: Consumers may associate a brand with negative content, leading to a decline in brand perception and loyalty.
• Financial Loss: Advertisers may experience a decrease in ad performance and a subsequent loss of revenue due to unsuitable ad placements.

Offernet’s Innovative Approach to Brand Safety

Offernet has developed a pioneering approach to brand safety, harnessing the power of its bespoke Data Management Platform (DMP) and advanced machine learning to protect its clients’ advertisements. This innovative solution offers the following benefits:

• Comprehensive Ad Placement Review: Offernet’s DMP employs advanced machine learning models to monitor, analyse and review ad placements across various digital channels, including apps, websites, YouTube videos, and channels. By identifying any potentially undesired placements, Offernet can prevent ads from appearing alongside inappropriate content.

• Active Management of Grey Lists: Offernet maintains and regularly updates an extensive “grey” list of placements that may present risks to brand safety. This proactive approach ensures that ads are displayed only in suitable environments, reducing the likelihood of negative associations and reputational damage.

• Customisable Solutions: Offernet’s DMP allows businesses to tailor their brand safety settings according to their specific requirements and risk tolerance. This flexibility enables brands to create a customised strategy that aligns with their values and objectives.

• Real-Time Monitoring and Reporting: Offernet’s DMP provides real-time monitoring and reporting capabilities, enabling businesses to track their ad placements and make informed decisions regarding their brand safety efforts. By staying informed and vigilant, brands can proactively manage potential risks and maintain control over their digital advertising strategy.

Brand safety is an essential aspect of any digital advertising strategy, and Offernet’s innovative approach demonstrates the potential of harnessing technology to protect and preserve brand integrity. By utilising its bespoke Data Management Platform and advanced machine learning capabilities, Offernet ensures that its clients’ advertisements are placed in appropriate environments, mitigating the risks associated with unsuitable ad placements. As businesses continue to navigate the complex digital advertising landscape, solutions like Offernet’s DMP will play an increasingly vital role in safeguarding brand safety and securing long-term success.

Before we dive into how to create a social media content calendar, let’s first understand what it is. A social media content calendar is a tool that helps marketers set goals and objectives for their social channels. Once these goals are identified, the marketer can begin working towards them by publishing content on these channels.

Set your objective

Do you want to encourage change, delight your current fans, or raise awareness of a new product, service, or campaign? Once you’ve figured that out, you can decide what kind of content is necessary and how often it should be published.

A social media content calendar is neither restrictive nor inflexible; it’s a dynamic document that reacts to each company’s needs and goals. Start by listing your objectives if you don’t already have a social media strategy in place.

Define the Audience

Consider your target audience when creating content to improve your chances of success. What type of content will they respond well to, and at what time? On which network? You need to answer these questions before you start crafting anything. For example, if you’re targeting tech-savvy individuals, try publishing blogs first and then tweeting or sharing them on Facebook. If this group also enjoys videos, go live to reach out to them more effectively!

Create A Content Schedule

After deciding how often you’ll publish each sort of material, create a calendar of social media postings. Include updates regularly. A few things to keep in mind while creating include: Use visuals/photographs that are designed in such a manner as not to take up too much room but are nevertheless able to convey the message strongly. Make sure it gets their attention immediately. In your coding, don’t forget to include hashtags relevant to your business and field, as well as appropriate links.

Managing Responsibilities  

Once you know what needs to be done, it’s time to think about who will do it. This might be just one person or a team, depending on the size of your company.

If you want to keep track of both your old and new content, as well as monitor themes, we recommend investing in a good scheduling tool. A platform that allows you not only to create new content but also post previous top-performing posts, giving them a second chance at likes and comments. Most importantly, one which gives the option to share relevant updates on Instagram and Twitter, tag people or make lists of frequently interacted with pages. Examples of some of our favourites are Hootsuite, Gain App, Sprout Social and Offernet’s Touchpoint platform.

Make a list of all the social media sites you use and keep track of how often you post on each one. Keep in mind to maintain your material; if most of your followers come from Facebook, for example, don’t use Twitter as a dumping ground for everything. Also, think about including blog material, infographics, or even motivational quotes, and if at all feasible, try linking them in a unique way to the main site (with a bio link) or article/product page that best relates to it.

Now that you understand what a social media content calendar is and how to set objectives, consider your audience, and create a content schedule, it’s time to think about who will do it. Managing responsibilities can be tricky, but with the right tools, everyone can stay on track. Most importantly, remember to keep your content fresh by publishing new material regularly and adapting to your target audience’s preferences.

In the rapidly evolving digital landscape, businesses are increasingly seeking innovative solutions to streamline lead generation and customer service efforts. One such solution gaining traction is the use of chatbots, which combine the benefits of automation with the personal touch of human interaction. This thought leadership article explores how Offernet’s AskFlowe chatbot has successfully blended cutting-edge technology with its social media management teams to deliver a seamless customer experience and improve lead generation for its clients.

The Promise of Chatbots: Improved Lead Generation and Customer Service

Enhancing Lead Generation

Offernet’s AskFlowe chatbot has revolutionised the lead generation process for businesses by engaging potential customers with personalised, relevant messaging. By leveraging advanced algorithms and natural language processing, AskFlowe can identify user intent, qualify leads, and provide tailored responses in real time. This proactive approach to lead generation not only saves time but also helps businesses effectively nurture and convert leads into customers.

Streamlining Customer Service

The AskFlowe chatbot is designed to handle a wide range of customer service inquiries, from answering frequently asked questions to providing guidance on product usage. This streamlined customer service process ensures that customers receive timely, accurate information, fostering a positive brand experience and driving customer satisfaction.

Blending Automation with Human Interaction

While chatbots can handle a significant portion of customer interactions, some situations require the expertise and empathy of the human touch. Offernet has mastered the art of blending its AskFlowe chatbot with its social media management teams, ensuring that customers receive the appropriate level of support. When the chatbot encounters a complex inquiry or detects a need for human intervention, it seamlessly transfers the conversation to a skilled team member who can provide personalised assistance.

The Offernet Advantage: A Seamless, Integrated Approach

By integrating the AskFlowe chatbot with its social media management teams, Offernet has created a seamless customer experience that delivers several key advantages:

Consistent Brand Messaging

Integrating AskFlowe with Offernet’s social media management teams ensures consistent brand messaging across all customer touchpoints. By aligning the chatbot’s responses with the brand’s tone of voice and guidelines, businesses can maintain a coherent brand image and foster customer trust.

Scalable Customer Support

By combining the efficiency of the AskFlowe chatbot with the expertise of its social media management teams, Offernet can provide scalable customer support that can expand or contract according to client needs. This flexibility allows businesses to effectively manage fluctuations in customer inquiries, ensuring that resources are allocated efficiently.

Data-Driven Insights

The AskFlowe chatbot collects valuable data from customer interactions, providing businesses with insights into customer preferences, behaviour, and trends. These data-driven insights can inform marketing strategies, helping businesses target their efforts more effectively and drive growth.

Offernet’s AskFlowe chatbot represents a significant advancement in the realms of lead generation and customer service, showcasing the potential of blending automation with human interaction. By integrating its chatbot with its social media management teams, Offernet delivers a seamless customer experience that fosters trust, satisfaction, and long-term loyalty. As businesses continue to embrace digital innovation, solutions like AskFlowe will play an increasingly pivotal role in shaping the future of customer engagement and lead generation.