In the era of doing more with less, AI is a powerful ally for marketers and operators seeking out new ways of doing business. As an ad agency in the multifamily and senior living industries, we’ve leveraged the latest innovations in the ad industry for years to keep our clients on the cutting edge. From ad creation to performance enhancement and measurement, AI is quickly becoming an added ingredient in every area of campaign management. In this blog post, we’ll explore how AI is transforming the advertising landscape and what that means for companies looking to maximize media budgets.

Overview of AI-Powered Ad Management Tools

AI’s superpower lies in its ability to scale the unscalable and make complex calculations based on massive amounts of data in real-time speed.

At Conversion Logix, we create, launch, and manage ad campaigns for property management companies across a variety of channels, including Google, YouTube, Facebook, Instagram, TikTok, Display Networks, and Connected TV. Within these platforms, we’ve AI-built tools to streamline, enhance, and scale the process while keeping a human in the loop. Here are a few of the ways we leverage AI in ad management today. 

Ad Creation 

One of the most exciting and new use cases for AI is designing ads with the help of Generative AI. Generative AI, a form of AI that can generate original content in the form of text, images, or audio, is helping marketers reduce the initial stage of copywriting and creative ideation. From asking AI to write a headline under a certain character count that captures a key message to feeding AI images and asking it to generate relevant copy, Generative AI is dramatically speeding up the time it takes for advertisers to develop ads. 

We’ve built EHO-friendly Generative AI tools into our own ad creation process and found these capabilities especially helpful when designing ads for Facebook, Instagram, and Google. Leveraging these tools, Google’s generative AI suggestions, and ChatGPT have helped our campaign managers reduce time spent on ad copywriting by 30 – 40%, while maintaining ad rankings of excellent. This has enabled us to bring campaigns to life across large client portfolios faster than ever before.

Bid Optimization

Advertising platforms have become increasingly more sophisticated over the past few years in their targeting capabilities to help advertisers reach the most relevant audience for their products and services. But in an auction environment, marketers not only need to reach the right audience at the right time, but they also need to outbid competitors trying to do the same.

Google, in particular, has led the charge in this with Smart Bidding, which is now used by over 80% of Google Ad users. Smart Bidding strategies, which are trained from your campaign and website conversion data, leverage AI to identify and increase bids for higher-quality leads. These tools enable marketers to maximize limited budgets by ensuring ad dollars are being spent on the impressions and clicks that are the most likely to lead to high-value conversions. Advertisers leveraging AI for optimization have seen a 15-20% increase in conversion rates.

Each of these bidding strategies has different advantages based on your overall marketing strategy. As a general rule, the more data you can provide AI, the better your results. If you want to optimize your campaign for higher-level actions like leads and tours, you’ll need enough data to feed ad platforms so they can help you optimize toward your desired goals. In one study of over 100 Conversion Logix client accounts, our ad managers found that campaigns that could support and leverage Max Conversion Bidding strategies yielded 20% more conversions than those that used Max Click Bidding, illustrating the value of tracking and producing website leads to enhance AI’s effectiveness.

Dynamic Personalization 

In addition to adjusting bids on the fly to win ad auctions, AI is also being used to help advertisers increase ad engagement. The key to this lies in data gathering and analysis to understand a target audience and then provide a customized ad in real time to generate higher engagement with this audience. 

Google Responsive Ads, driven by machine learning, can pull from a list of prepopulated headlines and descriptions to adapt and personalize ad copy to each searcher. Leveraging a wide variety of high-quality headlines and descriptions allows Google’s machine learning to mix and match ads that will yield the best engagement. 

On average, Conversion Logix has seen Responsive Ads improve click-through rates by 5-6%.

Reporting & Insights

To make better marketing decisions, marketers need better information and help to analyze the daily flood of cross-channel data streams. This is one area where AI can be especially useful. 

With tools like GA4, marketers now have access to AI insights directly in their website analytics platform. These automated insights leverage machine learning to identify trends in your website traffic to help you identify your best and worst-performing strategies and provide suggestions for improvement.

With access to even more data, advertisers can gain access to even greater insights. As an advertising and technology provider with thousands of campaigns and over a million leads generated in the multifamily and senior living space, we’ve been developing a proprietary AI recommendation engine that can analyze ad and lead performance across various marketing channels. 

Tools like these enable us to benchmark performance across our multifamily and senior living portfolio and train AI to offer strategic recommendations for campaign optimization. Our account managers leverage these insights to provide data-driven guidance and when assessing and optimizing campaigns.

The Role of Human Oversight

Contrary to popular misconception, the age of AI in advertising doesn’t mean human advertisers can or should be automated out of the process.

Even the most powerful AI systems today are still very task-driven and specialized. These systems are designed to produce specific outcomes based on parameters and the data they have been trained on. While these tools can be great assistors to the ad management process, they lack the big-picture understanding that human ad managers possess. Think of ad management AI as tools in a toolbox; someone still has to decide whether a hammer or a drill is needed to solve the problem. 

Humans are more creative, strategic, and adaptable than AI. They also have a social and emotional intelligence that is critical to success in advertising. Even as AI advances, human marketers will be needed to decide which direction they want to take in ad creation, what audience they think the AI should help target, and what bidding strategy to use. This combined approach to AI is known as Hybrid Intelligence, a concept that illustrates why the best future outcomes of AI technology will involve humans working in tandem with AI.

Stay Ahead of the AI Revolution With Conversion Logix

Advertisers leveraging AI are moving faster, saving time, generating more leads, and achieving more with limited budgets, giving them a clear competitive edge in the market. 

At Conversion Logix, we’re at the forefront of marketing innovation, leveraging cutting-edge AI solutions to redefine success for our clients in the multifamily and senior living industry. With over a decade-long commitment to understanding the unique challenges of this sector, we’ve developed and leveraged a suite of proprietary AI tools that address industry-specific pain points and provide our clients with a competitive edge. 

Check out these blog posts next to learn more about how we use AI in marketing and our take on the future of the industry.

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