MotiveMetrics' Chief Science Officer, Kyle Thomas, joined the AI4 panel on AI Driven Customer Acquisition, Aug 8, 2023 at MGM in Las Vegas. The full panel discussion is available HERE, but our favorite highlights are shown below.

Kyle opened the panel by sharing how the company started during his PhD research in Experimental Psychology at Harvard University. Initially, MotiveMetrics analyzed text from Social Media to develop customer profiles, understand consumer motivations and inform marketing communications. Today, in Paid Search advertising MotiveMetrics' focus is to conquer the "last mile problem" presented by Generative AI systems.

Over the last 10 years paid search has evolved from a keyword-targeting system to a match-making system in which content-to-intent alignment as determined by advanced AI models are the primary driver used for audience targeting. This has dramatically increased the importance of ad copy in Paid Search, making it more important than keywords or match types for audience targeting and performance.  In this post we will review a recent case study that proves unequivocally that ads are the new keywords.

CIO Review, the Navigator for Enterprise Solutions, recognized MotiveMetrics as the "Most Promising AI Solution Provider of 2022" in recognition of its software innovations leveraging AI for Search Intent Based Content Creation.  In fact, MotiveMetrics has been leveraging AI for understanding consumer behavior and developing motivational messaging tailored to target audiences since it was founded in 2015, long before ChatGPT became the rage in Q4 2022.  

AI has undeniably changed how brands understand their customers and interact with them.  Today's AI understands consumer motivations more deeply than what is typed into a search box.  Gone are the days when all you had to do was embrace the established definitions of search intent.  Now to compete successfully in the Paid Search channel you must embrace the role of AI, customize your ad copy to specific customer motivations, and do it at scale.  

The deprecation of ETAs are a continuation of a Google strategy to automate the paid search customer journey using NLP and Machine Learning technology.  As innovations in AI advance, search engines are leveraging these technologies to enhance user experience by understanding the relationships between words in user queries and advertiser content in order to generate the best possible customer journey for every query.

Zombie keywords are enabled keywords that are not receiving traffic. Isolating these keywords into new ad groups and getting them paired with the right ads can bring them to life, creating opportunities for growth and increased market share.  By bringing zombie keywords back to life, you can unearth value that has been lying dormant and is only waiting to be realized. How many of your zero impression keywords are zombies? Find out how you can reanimate zombie keywords to create new pathways that help you add revenue to your paid search account.

The brain can process an image in 13 milliseconds—a rate of about 75 frames per second. This means from the moment the user hits your page they are forming impressions about your brand, products or service offerings. Today, most blog posts will offer a few universal strategies for creating splash pages that convert; feature real people, use benefit statements, write pithy headlines, keep important elements above the fold.