AI Ushers in a New Era of Intelligent Search Advertising as Baidu Marketing Launches 'AI Advertising Project'
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The marketing competition is becoming increasingly intense. Relying solely on manual experience for account optimization not only demands significant human resources but also makes it difficult to achieve the expected results. To tackle this challenge, Baidu Marketing has been dedicating substantial efforts in recent years toward intelligent advertising solutions. By leveraging AI technology, the company aims to automate, intelligently optimize, and precisely target ad placements. This approach helps businesses enhance advertising effectiveness and efficiency while continuously improving user experience, ultimately upgrading advertising to the most advanced level of intelligent automation.
This article takes you through the history of search advertising, combining the demands and capabilities of different stages to illustrate its evolution from early "manual campaigns" to modern "full-chain intelligent advertising." It delves into the core strategic capabilities of "full-chain intelligent advertising" in search promotion scenarios, explaining how it has transformed digital marketing rules and helped businesses achieve better results. Finally, it showcases Baidu Marketing's future roadmap for "full-chain intelligent advertising."
Looking back at the history of advertising placement, search advertising stands as a milestone in the digital era, undergoing remarkable transformations from early manual placements to today's intelligent placements.
As the scale of advertising placements continues to expand, advertisers' expectations have gradually shifted from mere exposure to a focus on conversion effectiveness. The progression of the era has facilitated the maturation of machine learning and artificial intelligence technologies, accelerating innovation in the advertising placement field. Thus, under the dual influence of market demands and technological advancements, advertising placement has begun to evolve toward intelligent placement.
Intelligent advertising placement utilizes platform big data and algorithms to implement full-chain smart strategies such as intelligent bidding, precise audience expansion, and cost control. It provides a butler-style service that includes automatic volume exploration in the early stage, intelligent monitoring during the mid-term, and stable customer acquisition in the long run, enhancing ad targeting accuracy and performance to give businesses a competitive edge. Next, we will delve into the strategic capabilities and placement guidance of intelligent advertising in search promotion scenarios, unveiling the mystery behind intelligent search promotion advertising.
In today's search promotion advertising market, we still face key challenges, with the primary ones being how to increase customer acquisition, stabilize costs, and improve operational efficiency. These three issues are essentially the core challenges all advertisers must address in performance marketing, and they are also the key directions Baidu Marketing's intelligent advertising aims to tackle. The original intention of intelligent advertising is to create an advertising product that requires minimal manpower, offers more stable costs, and achieves greater customer acquisition.
The AI Advertising Project by Baidu Marketing is an outstanding representative product in the field of intelligent advertising. It allows clients to bundle multiple marketing plans—such as sales leads, website links, and local store promotions—into a unified 'project.' By selecting the 'AI Advertising' mode, users can centrally set target conversions and cost-per-conversion goals for streamlined campaign execution, improving operational efficiency and advertising performance. Its key highlights include 'enhanced delivery capacity' and 'long-term cost stability,' with specific strategic capabilities as follows:
1. In the Aspect of 'Enhancing Delivery Capacity'
The core strategies for AI-driven delivery enhancement in search projects encompass two main areas: 'Precision Automated Targeting' and 'AIGC Content Generation'.
Precision Automated Targeting: The strategy utilizes the system's deep learning capabilities to accurately identify user needs and interests, achieving more precise ad targeting and more effective audience expansion. Additionally, different industries can select corresponding industry product library features to better meet advertisers' needs, enabling more accurate and comprehensive potential target audience mining for businesses.
AIGC Content Generation: Through AIGC, creative copy and image-text combinations that align with user search needs are generated, thereby optimizing the performance of automatically generated creatives. This enhances ad appeal and increases user click-through and conversion rates.
II. In the Aspect of 'Long-Term Cost Stability'. The Search AI advertising project is equipped with a long-term stable investment strategy effect.
Long-term Cost Stability: Leveraging advanced AI technology, our long-term investment strategy intelligently analyzes market trends, user behavior data, and account competition. Through real-time monitoring and automatic adjustments, it helps stabilize your advertising costs, making complex ad placements simpler and more efficient while ensuring more stable returns on investment. Future plans include launching long-term budget capabilities to help advertisers better stabilize costs.
Currently, the project has been live for some time, with many clients achieving better advertising results. For example, a client in the catering & pastry vocational training business historically experienced significant fluctuations in conversion rates and unstable costs. They aimed to expand reach and stabilize costs using our AI-powered advertising solution, with remarkable results:
Similarly, in the automotive industry, AI has delivered outstanding results. One client experienced severe fluctuations in historical advertising spending during auto shows, with uncontrollable costs. After implementing AI-powered advertising solutions, they achieved more stable costs and higher customer acquisition rates.
In the future, Baidu Marketing will continue to focus on the field of intelligent advertising deployment, committed to deeply integrating artificial intelligence. It aims to explore a one-stop product service featuring highly automated and simplified creation, achieving the goal of full-chain advertising hosting + intelligent monitoring, and providing advertisers with more efficient advertising strategies in all aspects. Below is a brief introduction to several major directions Baidu Marketing plans to focus on in the future:
1. Continuous Improvement of System Stability and Cost Control Strategies: By leveraging the precise data regulation capabilities of AI models, we further enhance the system model's accuracy in early-stage cost estimation for ad placements. This improves small and medium-sized advertisers' overall perception of cost control and shortens the cost adjustment cycle.
2. Gradual Implementation of Fully Automated Creative Generation & Infrastructure Simplification: Through in-depth learning of different advertising scenarios, we automatically generate optimal ad creatives/landing page designs for advertisers. By simplifying the operation process of the ad placement platform and reducing hierarchical complexity, we help advertisers lower operational costs and achieve a simpler, more efficient ad placement experience.
3. Enhance Global Intelligent Delivery Control Capabilities: Through iterative upgrades of intelligent delivery strategies, improve the control logic and autonomy of intelligent strategies in global budget & bid optimization allocation, further refining the precision of targeted audience expansion. This enables advertisers to explore possibilities for lower costs and higher conversions.
4. Support Intelligent Delivery Diagnostics: In the form of an intelligent marketing assistant, provide advertisers with a closed-loop diagnostic analysis service covering pre-campaign guidance, in-campaign suggestions, and post-campaign review. This includes in-depth analysis of industry benchmark comparisons and real-time potential estimation at a finer granularity, offering actionable optimization solutions to fundamentally improve campaign performance.