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.