Everyone Should Know How to Use Google Ads in the AI Era

In the era of the rapid rise of AI technology, consumers' behavior and the way they interact with brands are undergoing unprecedented changes. According to Google Ads research, consumers spend most of their purchasing journey in the so-called “Messy Middle,” that is, wandering back and forth between exploring and evaluating options before finally making a purchase decision. This phenomenon has become more complex in the AI era, but it also provides new opportunities for brands. As a data-driven advertising platform, Google Ads can help brands stand out in this chaotic stage and enhance brand relevance and consumer trust. This article will delve into how to combine first-party data, behavioral science principles and AI tools to create a highly relevant advertising strategy, and establish deep connections with fans through YouTube ads, ultimately achieving brand success.

I. Brand challenges in the AI era and opportunities with Google Ads

1. Background analysis

The rise of AI technology has not only changed consumer behavior patterns, but also redefined the interaction between brands and consumers. According toGoogle Ads research, consumers spend most of their purchasing journey in the “chaotic middle,” that is, wandering back and forth between exploring and evaluating options. This phenomenon has become more complicated in the AI era, because AI technology can provide a large number of personalized recommendations, making consumers' choices more diverse. However, this also provides new opportunities for brands, and Google Ads, as a data-driven advertising platform, can help brands stand out in this chaotic stage.

2. Core issues

In the AI era, the biggest challenge facing brands is how to enhance brand relevance and consumer trust. Consumers are often confused and unable to make decisions when faced with a large amount of information. Therefore, brands need to help consumers make purchasing decisions more easily through effective advertising strategies.

3. Solution Overview

Combining first-party data, behavioral science principles and AI tools to create highly relevant advertising strategies is the key to increasing brand relevance and consumer trust.Google Ads provides a variety of tools, such as Performance Max, that can automatically optimize ad delivery and improve relevance and effectiveness.

II. First-party data: the key to improving brand relevance

1. The value of first-party data

First-party data refers to data collected through consumer consent, which can provide personalized and highly relevant advertising messages. According to research by Google Ads, combining first-party data and behavioral science principles can enable 43% of consumers to change their brand preferences. This demonstrates the value of first-party data in driving brand relevance.

2. Data collection strategy

Brands can collect first-party data in a variety of ways, such as website forms, product quizzes, loyalty programs, and more. Not only do these tools legally and efficiently collect consumer data, they also provide valuable insights that help brands better understand consumer needs.

3. Balance of privacy and trust

While consumers are willing to share data in exchange for a better experience, brands need to avoid over-personalization to avoid resentment. Google Ads research shows that 53% of consumers are willing to share personal data in exchange for a more personalized experience, but 68% of consumers consider unauthorized and overly personalized ads to be intrusive. Therefore, brands need to find a balance between personalization and privacy.

III. Principles of behavioral science: guiding consumer decision-making

1. Core principles of behavioral science

The core principles of behavioral science include social proof, authority bias, scarcity bias, etc. These principles can increase consumer confidence and help them make purchasing decisions more easily.

2. Application cases

Take the aviation industry as an example. By combining first-party data and behavioral science principles,Google Ads successfully attracted 41% of consumer preferences for the fictional brand "Opal Air". This shows that behavioral science principles have a significant effect in guiding consumer decision-making.

3. The role of AI tools

Google AI tools such as Performance Max can automatically optimize ad delivery and improve relevance and effectiveness. Not only do these tools help brands leverage first-party data more effectively, they also provide valuable insights that help brands better understand consumer needs.

IV. YouTube advertising: establishing deep connections with fans

1. The rise of fan culture

YouTube is the core platform for fan culture, and brands can build long-term relationships with the community through content. According to Google research, YouTube is the preferred platform for Australian consumers to delve deeper into their interests, presenting a huge opportunity for brands.

2. Advertising strategy

Brands can work with YouTube creators to develop content relevant to fans’ interests. For example, Maybelline’s cooperation case with the gaming community has successfully enhanced the brand’s influence in gaming culture.

3. Integration of culture and community

Brands need to become part of fan culture, such as through YouTube Select and Pause Ads, to interact with consumers at key moments. These strategies not only increase brand relevance but also enhance consumer trust.

V. Topkee’s Google Ads solution

Topkee provides one-stop online advertising services based on Google Ads to help brands increase their return on investment. Through services such as website assessment, TTO tools, creative production, attribution remarketing strategies, and ad reporting analysis, Topkee can help brands succeed in Google Ads campaigns and grow their business. Topkee's solutions not only help brands make more effective use of first-party data, but also provide valuable insights to help brands better understand consumer needs.

Conclusion: 

In the AI era, the key to brand success is to combine first-party data, behavioral science principles and AI tools to create highly relevant advertising strategies and establish deep connections with fans through YouTube ads. Google Ads provides a variety of tools, such as Performance Max, that can automatically optimize ad delivery and improve relevance and effectiveness. Topkee's solutions can help brands use these tools more effectively to achieve brand success.

Appendix: 

1. The Messy Middle: How first-party data drives relevance in the AI era
2. Finding fandoms: How brands can win with passionate Aussie communities
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