🚨Google’s New AI Features for Performance Max

#HTE 289 -Google Ad features and much more!🚀

May 09, 2024 • Estimated Reading Time: 9 minutes

Hello there, HTE rock stars! 😎

Welcome to our newsletter! 🎉 

In this edition, we delve into Google's game-changing additions to boost performance, explore OpenAI's innovative tool empowering content creators, and uncover strategies to effortlessly captivate e-commerce customers. Dive into the future of digital innovation with us as we explore these cutting-edge developments and their potential to revolutionize your online presence. 

Don't miss out – read on to stay ahead of the curve!😉

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Google Adds 6 New AI Features For Performance Max📈

OpenAI Building Tool for Content Creators to Opt-Out of AI Training

6 Ways to Delight E-commerce Customers with Low-Effort Experiences

Top Reads📚

HTE Job Board- Get Your Dream Job With a Click✨💼

Google Adds 6 New AI Features For Performance Max 📈

Google Ads today introduced six new AI features for Performance Max campaigns.

Why we care. You’ll want to explore these new PMax features to see whether they help you uncover new insights or improve campaign performance and ROI.

1. Customer Value Mode (Beta):

  • Focuses on acquiring high-value customers based on purchase data and machine learning.

  • Ideal for advertisers who prioritize customer lifetime value over immediate conversions.

2. Customer Retention Goal (Beta):

  • Targets users who haven't engaged recently, potentially indicating churn.

  • Helps win back those valuable customers with re-engagement campaigns.

3. Detailed Demographics (Rolling Out):

  • Provides insights into user age and gender groups within audience insights.

  • Enables tailoring creatives and messaging for more targeted ad experiences.

  • Leverages Google's AI to offer a broader understanding of your audience beyond uploaded data.

4. Budget Pacing Insights:

  • Offers real-time campaign budget tracking with spend projections and conversion forecasts.

  • Allows for data-driven adjustments to optimize budget allocation throughout the campaign.

5. Account-Level IP Address Exclusions:

  • Prevents ad impressions for unwanted traffic from specific IP addresses (e.g., your company IP).

  • Reduces wasted budget on clicks that won't convert.

6. Final URL Expansion (Beta):

  • A/B tests different landing page variations within your Performance Max campaign.

  • Automatically directs users to the landing page with the best conversion performance.

Additional Insights:

  • These features are designed to enhance campaign performance and return on ad spend (ROAS) for Performance Max users.

  • Beta features like Customer Value Mode and Final URL Expansion require joining a program (details in the article).

  • SMX (Search Marketing Expo) is mentioned as a resource for further learning on PPC (pay-per-click) marketing.

OpenAI Building Tool for Content Creators to Opt-Out of AI Training

OpenAI is developing Media Manager, a tool designed to empower creators by giving them greater control over the use of their content in training generative AI systems.

Features of Media Manager:

  1. Identification and Specification: Media Manager allows creators and content owners to identify their works and specify preferences regarding inclusion or exclusion from AI research and training conducted by OpenAI.

  2. Objective: The goal is to have Media Manager operational by 2025, with OpenAI collaborating with creators, content owners, and regulators to establish industry standards.

Development Process:

  1. Cutting-edge Machine Learning Research: OpenAI plans to leverage advanced machine learning techniques to create a first-of-its-kind tool capable of identifying copyrighted text, images, audio, and video across various sources while respecting creator preferences.

  2. Incremental Updates: Over time, OpenAI intends to introduce additional choices and features to enhance the functionality of Media Manager.

Context and Need for Media Manager:

  1. Criticism of OpenAI's Approach: OpenAI has faced criticism for its reliance on scraping publicly available data from the internet for training generative AI models.

  2. Legal Challenges: Notably, OpenAI has been sued by prominent U.S. newspapers for IP infringement related to the unauthorized use of articles for training AI models.

Response to Criticism:

  1. Addressing Concerns: OpenAI has implemented measures to address concerns, such as allowing artists to opt out their work from training datasets and respecting website owners' preferences regarding data scraping.

  2. Insufficient Measures: However, some creators feel these measures are insufficient, citing burdensome opt-out processes and inadequate compensation for licensed content.

Third-Party Initiatives:

  1. Alternative Solutions: Various third-party initiatives aim to address challenges related to AI model training, such as tools to identify and block scraping attempts and technologies for establishing ownership of content.

  2. Examples: Companies like Spawning AI offer such tools, along with startups like Steg.AI and Imatag that help creators establish ownership through imperceptible watermarks. Additionally, projects like Nightshade from the University of Chicago disrupt AI model training by rendering image data useless or disruptive.

Conclusion: The development of Media Manager reflects OpenAI's commitment to balancing AI innovation with respecting creators' rights and addressing ethical concerns in AI development.

6 Ways to Delight E-commerce Customers with Low-Effort Experiences

Customers love a touch of excitement without the hassle! Sprinkle some delight on your e-commerce customers, boosting conversion rates in the short term and building loyalty in the long term. Here are six strategies to implement once you've established a smooth, low-effort customer experience:

  1. Free Shipping Magic 🚚

  • Offer free shipping, now an expectation for 66% of online shoppers.

  • Customers adore the word "free," even if it's just a few dollars saved.

  • Consider setting qualifying amounts for that delightful free shipping experience.

  • Example: Woxer charms customers with accessible info on free shipping in their live chat.

  1. Referral Rewards 🌐

  • Launch a customer referral program for double benefits.

  • Attract new customers through word-of-mouth advertising.

  • Delight customers with discounts and rewards for referring friends.

  • Tools like Extole make referral programs a breeze.

  1. Social Media Shout-outs 📸

  • Post user-generated content on social media to celebrate customers.

  • Highlight positive reviews, customer interactions, and product usage.

  • Reduce your content creation workload with genuine customer showcases.

  • Example: Marine Layer rocks Instagram with user-generated content.

  1. VIP Treatment with Loyalty Programs 🌟

  • Reward VIP customers with loyalty programs for repeat purchases.

  • Integrate loyalty platforms like LoyaltyLion for seamless experiences.

  • Example: esmi Skin Minerals achieves a 58% boost in loyalty program enrollment.

  • Learn more about esmi's success with Gorgias and Loyalty Lion.

  1. Milestone Celebrations 🎉

  • Celebrate loyal customers at key milestones like birthdays or anniversaries.

  • Offer warm fuzzies, maybe some free products, to show appreciation.

  • Encourage social media shoutouts by surprising customers.

  1. Proactive Customer Service Excellence 🌐

  • Move beyond reactive customer service by proactively reaching out.

  • Utilize self-service resources and non-intrusive chat campaigns.

  • Automatically assist customers displaying certain behaviors, reducing cart abandonment.

  • Improve your brand’s customer experience with a proactive approach.

Sprinkle these strategies into your e-commerce mix to create delightful experiences without the effort! 🌈

5️⃣ Enhance Support with Automation and Omnichannel Approach

  • 90% of customers value an "immediate" response; 78% prefer multiple support channels.

  • Utilize automation features for quicker responses and handling repetitive queries.

  • Explore an omnichannel strategy for diverse touchpoints, preventing loss of customers due to limited availability.

Remember, the key to customer satisfaction is a seamless, hassle-free experience. Implementing these strategies ensures that your customers not only stay but also enjoy the journey with your brand. 🚀

Top Reads📚

Foxtrot’s assets to be sold this week  ~ 8 May 2024,  Retail Dive

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