Publication
Automation and AI in Performance Marketing: Impacts and Implications - Case of Performance Max for E-Commerce
| Summary: | The use of artificial intelligence and machine learning in advertising platforms gave the possibility to advertisers to target their audience at the right place and time. These technologies proved to be an enormous advantage over traditional advertising and the marketing directors are allocating more budget to digital advertising as a result. Recently, Google launched a new campaign named Performance Max, a campaign that utilizes the AI and machine learning of the platform to achieve the advertiser’s goals. This campaign controls all of the placements of the platform, according to Google, to bring better results by choosing when to impact the user over their journey throughout the platform. To verify the value proposition of this campaign, a data analysis was devised to assess the performance of an ecommerce brand, both prior and after the implementation of the campaign. Furthermore, to comprehend the potential impact of these new types of products on the market, industry specialists were consulted to provide their insights on the push of AI in advertising platforms. The analysis presented in this internship report provides a comprehensive understanding of this new campaign and the ramifications of this new approach of the advertising platforms will have on the campaign manager’s role. Additionally, this report enables other campaign managers and marketing professionals to conduct a similar analysis and conclude if this new campaign should belong to their campaign portfolio. |
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| Main Authors: | Varela, Joel Octávio dos Santos |
| Subject: | Performance Max Google Ads Performance Marketing Artificial Intelligence SDG 8 - Decent work and economic growth |
| Year: | 2024 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | open access |
| Associated institution: | Universidade Nova de Lisboa |
| Language: | English |
| Origin: | Repositório Institucional da UNL |
| Summary: | The use of artificial intelligence and machine learning in advertising platforms gave the possibility to advertisers to target their audience at the right place and time. These technologies proved to be an enormous advantage over traditional advertising and the marketing directors are allocating more budget to digital advertising as a result. Recently, Google launched a new campaign named Performance Max, a campaign that utilizes the AI and machine learning of the platform to achieve the advertiser’s goals. This campaign controls all of the placements of the platform, according to Google, to bring better results by choosing when to impact the user over their journey throughout the platform. To verify the value proposition of this campaign, a data analysis was devised to assess the performance of an ecommerce brand, both prior and after the implementation of the campaign. Furthermore, to comprehend the potential impact of these new types of products on the market, industry specialists were consulted to provide their insights on the push of AI in advertising platforms. The analysis presented in this internship report provides a comprehensive understanding of this new campaign and the ramifications of this new approach of the advertising platforms will have on the campaign manager’s role. Additionally, this report enables other campaign managers and marketing professionals to conduct a similar analysis and conclude if this new campaign should belong to their campaign portfolio. |
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