Start small and optimize everything

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While marketers at Singapore-based beauty brand Coco & Eve were familiar with AI-powered campaigns, they were concerned that adding more channels could dilute their profitability. To alleviate these concerns, “we started with a few benchmarks and ran a pre- and post-test to compare the performance of the same units to our previous campaigns,” explains Philip Nguyen, VP of Growth.

In parallel, they optimized video and other assets to help power AI slovenia phone number material with the best creative possible. Doing so paid off: “We increased revenue by 32% with a 26% lower cost per conversion, while freeing up time for our team to focus on other strategic priorities,” says Nguyen.

Use the Experiments feature to inform your decisions

a popular online marketplace in the Netherlands and Belgium, had been using Standard Shopping campaigns to advertise its products to over 13 million shoppers. Before switching these campaigns to an AI-powered solution like Performance Max, they needed to justify their decision with hard data. Arend de Ruiter, Head of Search Measurement and Advertising, explains how they did this.

"We implemented a rigorous testing approach, using the new Experiments feature to automate the testing process and get accurate results. After 3 months, our concerns were clear and we began to roll out Performance Max at scale. By the end of the holiday season, we achieved a 64% revenue increase compared to Standard Shopping campaigns."


Experimentation works when all stakeholders share the same expectations and are committed to exceeding them. Here’s how successful brands are making their AI strategy stick.

Boost AI in all areas

Showing the tangible business impact of AI initiatives helps marketers build consensus across their organizations. One such example is Nordic department store As Head of Media and Online Marketing Jesper Jensen explains, “We briefed senior management on the tests [of AI-powered campaigns] and shared the results with our business management group.”

Another way to build momentum is to work toward a business goal that acts as a guide. Consider following the example of bike subscription company Swapfiets. “One of the biggest challenges for subscription-based businesses is growing the customer base at a lower cost,” explains Debora Copercini, Performance Marketing Specialist at the company. “I was amazed to see how the new customer acquisition goal reached new customers in just 2 weeks and reduced our cost per acquisition by 44%.”

I kept fine-tuning even after getting positive results

When preparing for the holiday season, brands that are already confident in the impact of their multichannel campaigns can apply best practices to make their AI-powered campaigns even more profitable. Performance marketing company Jellyfish took this approach to help its retail clients. “ We uploaded in-store data and local product feeds to augment their omnichannel capabilities and used seasonal adjustments to increase spend when sales were high,” explains Sara Furney-Howe, Senior Director of Paid Search.

"We also fine-tuned assets , highlighting seasonal messaging alongside legacy creative. AI multiplied our human input, allowing us to exceed revenue targets across the business portfolio."


Extend the learnings to other areas of your organization

Testing AI solutions can create an opportunity for your entire business to run more efficiently. This was the case for eyewear leader EssilorLuxottica. “It took us over a year to thoroughly A/B test automated campaigns, and I don’t regret the time we spent analyzing the business impact of our changes to bid automation, campaign structure, or feed management,” says Andrea Orlunghi, Global Head of Performance Marketing at the brand. “Testing new solutions allowed us to create a shared definition of success that spanned all departments.”