When advertisers launch a search campaign they can achieve significant business growth through new customer acquisition. But how do advertisers actually achieve success in a search campaign? The answer is through consumer intent data.
We know that when consumers look for a product using a search engine, they are expressing intent to purchase that product with their search query. Intent is established through this query, along with location, time of life, purchase history, voice, artificial intelligence, and experience. Intent data is extremely valuable because it allows marketers to serve the right ads to the right audience at the right time, thereby increasing the chances of converting visitors into customers.
In 2018, internet giants aim to heavily invest in artificial intelligence and machine learning, enabling search engines to become more efficient at capturing consumer intent data. At Google I/O, Google CEO Sundar Pichai described his company’s transition from “searching and organizing the world’s information to AI and machine learning.” Using deep learning, companies can improve their ability to deliver relevant ads to the appropriate consumer.
This year, there is another giant rivaling Google in its ability to capitalize on consumer intent data. eMarketer reports that, “This year, Amazon will earn $1.65 billion in net US digital ad revenues, thanks to a massive audience and a trove of valuable data on shoppers and their habits.” Through its web store, Amazon is able to capture all forms of intent — query, location, time of life, purchase history, voice, and experience. By recording all of this data, Amazon has set itself up to run highly-targeted ads to potential customers.
The Los Angeles Times describes how Amazon has been able to achieve success, “Amazon has an advertising platform no other company can match: a web store selling hundreds of millions of products combined with a streaming entertainment service and a trove of data about customer preferences. Amazon attracts 180 million U.S. visitors each month — all or most with shopping on their minds. And as more people shop on smartphones, they’re skipping search engines such as Google, with many turning instead to Amazon’s mobile app.”
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