The days of rigid metrics and regional search results in Google search are over. Search results are now tailored to existing search behaviour and the user profile - delivering better results and a satisfactory user experience. This is because search engines learn with the help of artificial learning and dynamically influence which results are displayed. A supposedly simple Google search is determined by auto-completion in the search field, bid control in AdWords and intelligent prediction of purchase probabilities. Blackbit online marketers André Reß and Achim Stassen discussed exactly how artificial intelligence can be used to optimise search results and thus increase sales in online retail at the Google Agency Service meeting on 30 March.
Developing ideas and exchanging experiences
"Thanks to the direct exchange with our partners from the Google AdWords team, we are able to continuously implement the latest strategies for the successful optimisation of online retail," says André Reß, summarising the meeting with the Google Agency Service. The personal contact with representatives from a total of 30 top agencies from the DACH region provided the Blackbits with further food for thought in the new Google premises in Hamburg. The keynote speech on the topic of "Artificial Learning" was delivered by Dr Sebastian Vieregg, Head of Agency at Google Germany. He emphasised the crucial role of artificial intelligence in the present and future of online retail. The keynote speeches provided plenty of space to develop own ideas and exchange best practices. In particular, the topics "AdWords in B2B marketing" and the "YouTube performance marketing crash course" provided agencies with fresh ideas for applying the latest developments in user and customer behaviour. Approaches and strategies were discussed with which measurable successes can be realised for these hard-to-reach target groups. "The presentations and discussions have once again emphasised the need for an innovative digital commerce strategy. As an agency, we have to recognise new trends and implement forward-looking methods!" concludes online marketer André Reß.
(Photo from left to right): Achim Stassen (Blackbit online marketer), Elena Michnew (campaign specialist), André Reß (Blackbit online marketer), Tanja Soberso (strategy expert), Torben Wittkamp (campaign specialist)
The role of artificial intelligence for digital commerce
What significance do search engines supported by artificial intelligence have for the operator of an online shop? A comprehensive digital commerce strategy is necessary to reach users and potential customers with the right content at the right time. Retailers need to optimise their content and websites for this type of search in order to provide users with better search results and more relevant ads in the display. At the same time, this means more sales for the retailer. It is therefore necessary to formulate and design content that increases demand. For example, if you frequently search for the term "tennis" and only click on search results for "tennis tournament", the search engine learns this preference. As a result, a subsequent search for "tennis" will increasingly show results related to tennis tournaments instead of tennis clothing or rackets. The content displayed must contain the relevant characteristics in order to be recognised by the search engine as relevant for the search query and the user. This also applies to Google AdWords adverts: The motivation of prospective customers to click on an advert depends on their previous experience with clicks. If presumed interest is correctly anticipated, this leads to a win-win situation for commercial providers and users, as the right products are presented to the right customers.
Concrete tips for implementation
What steps do entrepreneurs need to take now to avoid being left behind by the digital transformation in retail? In addition to a comprehensive marketing strategy and linking social media measures, email marketing and your own online presence, it is necessary to operate data-supported SEO and optimised SEM. In this way, your own content and products can be found by intelligent search engines and displayed to suitable users. However, the problem with implementation is often that companies do not invest sufficient resources in the training and support of such measures. Simply having a Google Analytics account does not help much. If Google Analytics is only used as an observation tool and no practical implementation of best practices is pursued, sales cannot be increased. Instead, the data collected must be used for optimisation, tracking and retargeting measures. Clever target metrics and appropriately implemented measures save money and effort and minimise wastage in search. Search engine optimisation becomes content optimisation. This also means that there are fewer and fewer opportunities to use tactics to exploit the weaknesses of the search algorithm, such as cloaking.
Blackbit advises companies on demand-orientated content creation so that their own industry niche can be found and high-quality content can be produced. With Google Analytics and AdWords, potential customers can be targeted through the various channels using various measures such as retargeting through the buyer's journey can be guided. Our SEO expert André Reß recently completed the Google Analytics IQ certification and knows how to use Google Analytics to optimise revenue-generating campaigns and websites. He controls the channels using various measures such as retargeting to guide potential customers through the buyer's journey. This helps to increase the number of completed purchases and ultimately to increase sales at lower costs.
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