▷ How can AI applied to search engines help retailers stand out?

Europeans prefer e-commerce for their purchases. According to E-Commerce in Europe and European Trade, in Europe it increased by 10% compared to 2019 with a sales volume of 757 million euros in 2021. France, which amounted to 112 million euros, was second only to the United Kingdom (236 million euros), But ahead of Germany (93.6 million euros) [1]. The accelerated digitization of uses during the pandemic has stimulated sales, which means a fundamental reflection on the strategy that will be adopted with search engines …

If more and more consumers are opting for digital for their purchases, the same goes for advertising. SRI Monitor and UDECAM epub show 24% growth in spending in 2021 [2] Demonstrating real momentum, particularly in retail search which posted a 56% increase. For marketers, increasing their brand presence by positioning themselves positively in search engines is no longer enough. To truly stand out, advertisers must carefully customize and target listings of results to best meet consumer demands.

This search traffic is just waiting to be captured, but there is another challenge to consider. In fact, with 16%-20% of orders on Google yet to be made [3]How can brands deliver such an adequate volume to respond accurately to these searches?

Pay Per Click Power – Pay Per Click

E-commerce was not very popular before, and this trend is on the rise. French brands already made a significant portion of their sales in 2020. According to Fevad, e-commerce made up 13.4% of retail sales. [4]. Therefore, this competitive market requires agility and efficiency. Automatic pay-per-click leverages machine learning to improve search engine ad targeting and eliminate the need for manual updates and reviews. Thus, advertisers free up resources that they can reallocate. This tool can also add value by instinctively responding to the needs and questions of new customers.

The pandemic has changed, for a large portion of the population, ways of working and having fun. This means that the content of searches has also evolved. Consumers indulge in new hobbies, discover new interests, new travel destinations, and even develop new skills. Searches for words such as “underwear”, “card games” and “care” have increased during the epidemic [5]reflect specific developments. An automated pay-per-click (PPC) mechanism is able to track peaks and dips in searches and changes in user habits. Thus, it allows brands to continue to position themselves in relevant and popular searches.

But while automated PPC helps place ads in relevant search positions, it’s not enough to stand out from the competition. It is clear that personalization appeals to consumers: 71% of consumers say they prefer personalized advertising [6]. But how can brands better customize their ads without straining their teams to create relevant copy?

AI becomes personal

Commonly used to generate weather reports, medical reports, and image annotations, AI-assisted Natural Language Generation (NLG) can be leveraged intelligently to generate relevant and personalized text based on search results. Only the manual work of the teams will be reduced.

Most importantly, AI-powered NLG has the capacity to produce hundreds of thousands of customized ads, hundreds of thousands of keywords, thousands of sitelink extensions, and thousands of call extensions, in multiple languages, in minutes. It can also be deployed to multiple uses. It can, for example, align users’ acquisition with experience across regions. As advertisers move to a cookie-free world, it is important to reach consumers to be able to facilitate the evolutionary customization of identifiable audiences, and to obtain information about specific audience groups and segments.

The horizon clears as we learn to live with the side effects of the coronavirus. But if society adapts and shyly returns to “normal,” the transition to e-commerce seems, for its part, permanent. In the face of increasing competition, flexibility remains essential for retailers who want to capture the attention of consumers.

The combination of pay-per-click (PPC) and AI-powered NLG enables brands to do so at scale and at low cost. Effective in saving time and allocating human resources, these solutions ultimately allow brands to stand out among consumers.

[1] Vivad 2021

[2] IRS 2022

[3] Live Internet Statistics

[4] Vivad 2021

[5] New Standard 2021

[6] eMarketer 2019

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