Newly developed AI algorithms are transforming digital marketing before our eyes, opening exciting new possibilities for two-way communication with clients. While chatbots with advanced language capacities have been around for a while, the same technology is now being used to facilitate innovative forms of online ads.
It’s clear that interaction and engagement are the pillars of this new marketing philosophy, but for it to work in practice it’s necessary to deploy the latest automation tools and build a sound software framework.
The potentials of the responsive Google display ads are truly amazing, and we are just scratching the surface at the moment. Here is some food for thought for all marketers that are looking for a way to make their advertising more relevant, better targeted, and ultimately more effective.
Conversational Ads Combine the Best of Both Worlds
In essence, conversational ads are simple online adverts that are enhanced with interactive features, so instead of having just one option (click-through), the user can choose between several possibilities and chat with the virtual assistant. For example, an ad could include multiple actionable buttons that initiate different types of responses from an AI-driven algorithm.
Providing users with options is always a good idea, but in this case the benefits extend even further. Conversational display ads are more responsive and allow the user to control the direction of the interaction, unlike with standard ads. From the advertiser’s point of view, this approach delivers a lot of data collected in a natural context, and facilitates creation of personalized offers that have a higher chance of being accepted.
Natural Language Processing Facilitates Organic Interaction
The secret behind the amazing capabilities of new-generation conversational software is an AI algorithm that was trained specifically for semantic comprehension. This method is known as Natural Language Processing and it has been perfected to the point that software modules are capable of chatting with humans using very accurate grammar and syntax and answering questions within the flow of the conversation.
The model analyzes numerous sentences and captures the relationships between elements, which in turn empowers it to predict the meaning of a sentence it sees for the first time. This learning ability is crucial for developing ‘smart’ ads, and it grows as the amount of data available for analysis increases. Platforms such as AdLingo and Google DV360 bring this kind of linguistic capacity into the display ad market, deploying cutting-edge NLP methods to articulate organic communication.
Improving the Conversion Rate through Customisation and Data Integration
Ultimately, the objective of any ad campaign is to boost sales and the success of conversational ads must be measured within this framework. Since display ads collect a lot of data about users, marketers are able to learn which elements of their offering need to be revised and which demographic factors may be affecting sales.
Mounting a data-driven optimisation effort based on those insights will in most instances be enough to experience a spike in new sales, especially if the potential buyers are carefully profiled. Chatbots can be trained to recognise common scenarios and treat each customer in a unique way based on his choices and messages. This shortens the time needed to close a sale and reduces the chances that the user will navigate to a competitor’s website.
Staying Ahead of the Curve by Adopting Conversational Ads Today
The advantage afforded by innovations gradually wears off as more and more participants in the market start deploying them. That’s why marketers shouldn’t wait with the adoption of conversational display ads. The time to take action is now, while the novelty factor is still strong.