Search Agencies Are Building Their Own Empire
Google AdSense on Thursday rolled out related search advertisements for the automotive industry that shows content-related search terms on pages users view. The feature helps to improve an advertiser’s targeting by ensuring only contextually relevant ads are served to users. The idea is to enable advertisers to connect with high-value consumers, while improving on the overall user experience through increased relevance.
This is prompting platforms to become more creative and to build their own GPT platforms through coding.
Here’s how NetElixir re-engineered the advertising process to support the companies it works with as marketers adopt artificial intelligence (GAI), automation, and first-party data, leaving behind third-party targeting.
NetElixir coded its own GPT platform it calls LXRGPT to protect confidential data and consumer privacy. Here’s how the company re-engineered the ad process as marketers adopt first-party data and leave behind third-party targeting.
The new platform lays a roadmap for clients, from automation to campaign management. It includes everything from creating a strategy deck and campaign setup to reporting and processing.
What does this mean? NetElixir is re-engineering the search marketing process with a set of AI prompt-based tools.
Based on its success, NetElixir Founder and CEO Udayan Bose this week launched a marketing campaign called the 10 Weeks of Giving to share what the company has learned. Every week the company will send out one prompt based on AI. Ten prompts each quarter. The prompt will include details on data collection and marketing.
“We’re doing this because AI is creating a whole different world,” Bose said. ‘We’re trying to help marketers approach AI-driven world using a version of ChatGPT as a copilot.”
Marketers need to opt-in to the prompts and they will receive one per week. There are enough prompts to last about 15 months, he said.
Some of the prompts have required weeks of testing. The prompts, in theory, will help search marketers enter an era of GAI and become more successful during the holiday season. The company estimates 9% ecommerce sales growth in 2023, despite the economy, higher average order values, and world conflicts.
“Addressing the demand for product this year will become a brand’s biggest challenge,” he said. “The demand spike in the first nine months of this year was higher compared with last year.”
Identifying and addressing the demand will become the biggest challenge, especially as companies prepare to live in a black box when it comes to data.
It’s the responsibility of the platform provider to create workarounds such as analysis of live data streams based on first-party data, identifying audiences and adding signals to any campaign.
NetElixir, which works with about 156 ecommerce companies, estimates more than 500 million unique website visits for the upcoming holidays across key holiday retail categories including Electronics, Apparel & Shoes, Home & Decor, Tools & Hardware, Pet Supplies, Gifting, and Beauty & Cosmetics.
In a report recently published by the company, it notes the industry will see the spikes regardless of the annual inflation rate in the U.S., which accelerated for a second straight month to 3.7% in August from 3.2% in July.
The U.S. inflation rate in September 2023 was 3.7%. Watching the trend, the company estimates the U.S. may enter the holiday season with a 4% inflation rate.