Why We’re Harnessing The Power Of Google Ads AI Tools For E-commerce Ads
In the ever-evolving realm of digital advertising, staying ahead means embracing and testing the new tools that the platforms are favouring, and at the moment, on Google, that means embracing the tools that harness the power of artificial intelligence.
For all our UK e-commerce clients, Performance Max has been featuring in our set-up for a year now, and we’re seeing Demand Generation becoming an equally invaluable asset in achieving faster growth and campaign success.
Performance Max: Maximising Results Across Campaigns
Personally, what I love most about PMax is that it levels out the playing field and really helps smaller brands make a lot of online noise and take on the big players in their vertical. It pushes out multiple formats across a huge list of placements on the extensive Google network and learns what is working as it goes, and whilst, as an Ads specialist, I love a bit of granular bid control, I’ve learnt that the AI bid adjustments in these campaigns are a huge bonus and simplification that enable us to focus more on the wider strategy of the funnel. In our experience, the algorithm adapts in real-time to keep relevancy high for PMax, and in turn, with a good set-up, these campaigns will have higher engagement and strong conversion.
Demand Generation: Generating Interest and Cultivating Leads
Demand Generation is the new kid on the block, and from what we’ve seen so far, it is set to be another jewel in Google's AI crown. It’s more of a long-term engagement-based approach, focusing on creating and nurturing interest, cultivating leads, and fostering customer relationships. We’re seeing this as a campaign type where content that’s worked on Instagram will likely yield good results with the cross-channel integrations.
On the leads side of things, Demand Generation uses AI predictive lead scoring - analysing user behaviour and predicting potential leads for the business, overall making lead gen more effective. The main downsides of this campaign type are the longer learning period and higher levels of investment needed - it’s a leap of faith but with a strong setup one that can have great rewards once you’ve endured that initial period.
Our Approach: Merging Innovation with Expertise
At Nutshell, we know that if you aren’t committed to embracing the innovations in digital advertising, you’re going to get left behind (and see the acquisition costs rise!). By incorporating tools like Performance Max and Demand Generation into our strategies, we aim to provide our UK e-commerce clients with a competitive edge.
Earlier this year, we were delighted to be recognised by Google as one of the top 15 UK “Rising Stars” for our e-commerce growth client work - and we are keen to put this platform expertise to work for more businesses in 2024.
If you're ready to embrace the future of advertising and witness the transformative power of AI-driven campaigns, we’d love to have a chat; book a call today and let’s make 2024 your best e-commerce year yet!