Today, many retail companies have started to grow their business with e-commerce. Classical advertising strategies are gradually abandoned, and new ones are preferred instead in order to succeed in e-commerce. One of the most significant examples of this is performance marketing. Now, most advertising agencies are either hiring performance marketing personnel or providing services only in this field. Or, e-commerce companies employ in-house performance marketing staff. However, they are not enough to reach the full potential of performance marketing. Advanced AI tools such as Enhencer make it possible to achieve higher performance than before for agencies and in-house staff.
Automatization of the Target Audience Process
Facebook Business Manager offers many advanced options when choosing an ad
target audience. With these advanced options, it is possible to reach
various target audiences for different objectives. However, it is possible
to automate this process. Imagine that your website visitors score
instantaneously, and those close to buying are created as an ad audience on
Facebook. That's one of the things Enhencer does. Thus, you can create a
target audience for retargeting on Facebook without any additional effort.
The whole automation process is not limited to just that. Seasonal interests
and campaigns may change for many sectors. In this way, the behaviors of
potential customers also change. For example, while it is more challenging
to sell leather jackets in summer, the number of people looking for rooms in
summer hotels probably decreases in winter. In order to understand this
interest and develop a marketing strategy according to the appeal, it is
necessary to work with massive amounts of data for a long time. However,
Enhencer's self-learning AI engine automatically understands these trends
and behavioral changes. Thus, Enhencer can save the staff from long-term
trends and behavior analysis.
AI-Based Behavioral Analysis
After automating target audience selection, for many people, the work is not
done. Many people who have worked in this field think that choosing the
target audience and doing some details manually rather than automatic
processes will give more accurate results. However, the trademark of the
AI-Based algorithm is uncovering the valuable audience. Thanks to AI-Based
behavioral analysis, it is possible to advertise to the audience closest to
buying.
For example, due to many AB tests with the Enhencer audience, the Enhencer
audience has surpassed the already valuable add-to-cart audience. (You can
read the success stories on this subject
here.)
On the other hand, advertising to Enhencer audience is less costly than
product viewers, which would waste money if advertised, as it has a
reasonably large audience. This success of the Enhencer audience is due to
the more sophisticated analysis with the AI algorithm. Thanks to AI, it
creates purchasing patterns according to the visitors of each website by
examining the behaviors based on the events.
Another critical factor that enables us to understand the necessity of AI
tools is Google's third-party cookies policy. With the announcement of
Google that it will block third-party cookies as of 2022, a flurry started
in the advertising industry. However, this can also be a good opportunity
for performance marketing. Previously, performance marketers were able to
create an ad audience using data collected with Facebook Pixel and other
third-party cookies. However, although these audiences were generally more
ineffective than those AI-based audiences, they were preferred. Ai tools
will increase among performance marketers due to the decrease in third-party
cookie use by 2022.
Performance marketing has a crucial role in the e-commerce ecosystem now and
in the future. Enhencer offers a way out of problems and competitions in
this ecosystem by automatically segmenting the website visitors with its
AI-Based algorithm.
