AI-driven bidding can help brands to run accurate, real-time campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 07, 2021, 4:00 PM UTC

With cookies all set to make an exit from the digital space, brands need to experiment with other options to target consumers effectively.

Along with utilising fundamentals like first-party data and market research, brands can rely on AI-based bidding to counter the cookie exit. AI-driven bidding analyses search data and identify which keywords and trends can generate the most conversions.

The system then optimises bids for the brand’s ads in real-time. This way, brands can make targeted bid decisions based on specific data such as devices being used, current user location, time and enabled languages.

When it comes to KPIs, marketers must track their cost per acquisition and conversion numbers to ensure campaign profitability in the long run. They should target audiences based on their location and time of the day. Similarly, use contextual-based advertising to play ads on relevant web pages.

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