Industry Insights

In the fast-paced world of digital marketing, staying ahead of the curve is essential. Compass has been helping small businesses advertise online since the Yellow Pages was a thing. While we’ve always seen changes and adapted, we have never experienced something as radical as the widespread introduction of Artificial Intelligence (AI).

Small business owners trust us to stay ahead of these changes, and recently, many have asked how we use AI in their campaigns.

At Compass, we harness the power of Artificial Intelligence (AI) through Google's Performance Max campaigns. This cutting-edge technology allows us to optimize marketing strategies and drive unparalleled results. However, expert human input truly amplifies the benefits of AI.

Understanding Performance Max Campaigns

Google’s Performance Max is an online advertising tool leveraging AI to automate and optimize ad placement across Google's vast network, including Search, Display, Gmail, YouTube, and Discover. The AI continuously learns and adapts, finding the best combination of audiences, creatives, and bidding strategies to achieve the desired outcomes. This automation allows for a more efficient and effective marketing approach, maximizing reach and engagement. They are a game-changer!

The Power of AI in Marketing

AI excels at processing large volumes of data and identifying patterns that humans might miss. In Performance Max campaigns, AI analyzes real-time user behaviour, search trends, and engagement metrics. This continuous learning process ensures that ads are shown to the right people at the right time, increasing the likelihood of conversions. AI’s ability to quickly adapt to changing market conditions means that our campaigns remain relevant and effective, no matter how dynamic the landscape is.

The Value of Expert Human Input

While AI is a powerful tool, combining AI and expert human input drives success. Our team of human experts plays a crucial role in guiding and fine-tuning the AI's efforts. Here’s how:

• Strategic Planning: We start by clearly understanding our clients' goals and target audience. Our experts develop a comprehensive strategy that aligns with these objectives, ensuring the AI has the right framework.
• Creative Excellence: AI can analyze data but can’t create compelling content from scratch. Our creative team makes the assets Google uses to create ads that capture attention and drive action. We may use AI to help speed up tedious tasks, but never to replace the expertise of our copywriters and designers.
• Continuous Optimization: AI provides valuable insights, but interpreting and acting on these insights requires human expertise. Our human team continuously monitors campaign performance, making necessary adjustments to improve results. This includes tweaking ad copy, adjusting targeting parameters, and refining bidding strategies.
• Ethical Considerations: AI operates within the parameters set by humans. Our experts ensure that all campaigns adhere to ethical standards and best practices, maintaining the integrity of our clients' brands and building trust with their audience.

Real Results for Our Clients

By combining AI with expert human input, we’ve achieved remarkable results for our clients, generating strong levels of qualified website traffic and conversions at a lower cost than traditional campaigns. This is despite the current challenging economic landscape, lower demand for home improvement services, and higher competition for ad space.

The Future of Marketing

At Compass, we believe that the future of online marketing lies in the synergy between AI and human expertise. Google’s Performance Max campaigns provide a powerful platform for leveraging AI, but it’s our team’s strategic insights, creative excellence, and continuous optimization that truly maximize client ROI. By embracing this blend of technology and human touch, we help our clients stay ahead in the competitive landscape and ultimately grow their business with an awesome brand…and marketing!