▷ How to apply AI in search engines to help retailers stand out?

Europeans prefer e-commerce for their purchases. According to Ecommerce Europe and EuroCommerce, sales in Europe increased by 10% in 2021 compared to 2019 to 757 million euros. France took second place with 112 million euros after Great Britain (236 million euros), but ahead of Germany (93.6 million euros) [1]. The digitization of uses, accelerated during the pandemic, has boosted sales, which implies a fundamental reflection on the strategy to be pursued with search engines…

As more and more consumers turn to digital products for their purchases, so does advertising. SRI and UDECAM’s epub observatory saw 24% spending growth in 2021 [2] This shows real momentum, especially for retail search, which saw a 56% increase. It’s no longer enough for marketers to increase their brand’s exposure by positioning themselves positively in search engines. To truly differentiate, advertisers must carefully personalize and target search results to best meet consumer needs.

This search traffic is just waiting to be captured, but there’s another challenge to consider. In fact, with 16% to 20% of queries on Google that have never been made [3]how can brands offer such relevant volume to precisely respond to these searches?

The Power of PPC – Pay Per Click

E-commerce has never been so popular and it’s growing. French brands already generated a significant part of their sales in 2020. According to Fevad, e-commerce accounted for 13.4% of retail sales [4]. This competitive market therefore requires agility and efficiency. Automated pay-per-click uses machine learning to better target search engine ads, eliminating the need for manual updates and reviews. 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 the way people work and have fun for a large part of the population. As a result, the content of the search has also evolved. Consumers are indulging in new hobbies, discovering new interests, new destinations and even developing new skills. Searches for words like “innerwear,” “card games,” and “care” have increased during the pandemic [5], reflecting specific developments. Automated PPC is able to track the ups and downs of search queries and changes in user habits. It therefore enables brands to continue to secure a place in relevant and popular searches.

But while automated PPC helps position ads in relevant search rankings, it’s not enough to set you apart from the competition. Personalization clearly appeals to consumers: 71% of consumers say they prefer personalized advertising [6]. But how can brands better personalize their ads without burdening their teams with creating relevant copy?

AI gets personal

Commonly used to generate weather reports, medical reports, and photo captions, artificial intelligence (AI) assisted natural language generation (NLG) can be intelligently leveraged to generate relevant, personalized text based on the research results. The manual work of the teams is only reduced.

Most importantly, AI-powered NLG scales to generate hundreds of thousands of personalized ads, hundreds of thousands of keywords, thousands of site link extensions, and thousands of multi-language call extensions in minutes. It can also be used for multiple purposes. For example, it can align user acquisition with experience across regions. As advertisers move to a world without cookies, it is important to reach out to consumers to facilitate evolutionary personalization of identifiable audience segments and obtain information about groups and segments of a specific audience.

The horizon is clearing as we learn to live with the side effects of the coronavirus. But as society adjusts and tentatively returns to “normal,” the transition to e-commerce appears to be permanent in its turn. With increasing competition, agility remains essential for retailers looking to capture consumer attention.

A combination of automated PPC and AI-powered NLG enables brands to do this at scale and at low cost. These solutions effectively save time and manpower and allow brands to stand out from consumers.

[1] February 2021

[2] IRS 2022

[3] Internet live statistics

[4] February 2021

[5] The new normal in 2021

[6] eMarketer 2019

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