How agencies are multiplying their impact and expertise with AI-powered solutions
March 2023
The consumer journey is constantly evolving and becoming increasingly complex. As people
discover, research, and purchase across an ever-growing number of channels, marketers need
to keep pace by using artificial intelligence (AI) to reach them wherever they are. But
while investing in the same AI-powered solutions your competitors use may be enough to
keep up, it won’t put you on the cutting edge.
As critical partners for brands, agencies can help marketing teams gain a real competitive
advantage by combining AI with human expertise. In this guide, you’ll see how agencies
have unleashed the full power AI offers by pairing it with their unique skills and
insights. In each section, we offer real-world stories of how agencies are using AI to
advance their clients’ marketing objectives.
Explore the guide
1. The value of AI
Learn how agencies can be vanguards that combine their expertise with the power
of AI to increase ROI and business growth. In uncertain times, agencies can
provide even more value by leveraging AI to keep pace with changing consumer
behavior.
2. Multiply expertise
See how agencies can guide data and measurement strategies, develop full-funnel
marketing plans, and create a test-and-learn culture to drive better business
outcomes.
3. Optimize AI
In addition to expanding into new strategic areas, agencies are also pivoting
their approaches to campaign management. Learn ways in which agencies are focusing
on the inputs they can provide to steer AI and maximize results.
4. Rethink budget and bidding
Check out how agencies are helping brands scale successful campaigns against
finance-approved ROI thresholds. In addition, see how innovative agencies are
leveraging AI to further maximize budget agility across channels in real time, and
adopting value-based bidding to optimize for KPIs like profit and customer
lifetime value.
5. Reimagine audiences and creative
Explore how agencies are using the latest innovations in AI to not only convert
demand, but also to uncover entirely new customer segments and pockets of demand
across digital channels. Also, discover how agencies are taking an assets-based
approach to creative and using AI’s ability to optimize and find the
best-performing combinations.
6. Surface insights
See how agencies are using tools like the Insights page in Google Ads to quickly
curate and surface learnings, such as new audiences to target with relevant
messaging. Learn how advanced agencies are also leveraging predictive
capabilities, which use modeling to identify which users are most likely to
purchase or churn based on historical data.
Dave Tan
(He / Him)
Managing Director, Performance Agency Development
Google
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