Category: Gen AI

Search ads use keywords to find products that match the user’s needs. When customers search for something and find a match, they might have questions that reduce dissonance and move them toward conversion. Moreover, the data from all those could help your business or client in the future too.

Landing Pages:

As a digital marketer, you might have read and implemented thousands of tactics to get your clients the conversion they want. One specific part of advertising – search ads – is a lot trickier than any type of social media ad. When working on a search engine ad and its copy, you need to focus on the landing page structure, the content, as well as the users, search intent vis-à-vis your product offering, or your ad will never perform.

After tons of practical layouts and strategies to optimize the post-click experience on landing pages, there is still a loophole. A majority of search ads do not convert, and customers often click and bounce.

If you are using the age-old techniques of copy alternatives or graphical representation, you may be losing out on personalized experiences. Today’s customers are expecting personalized, immersive, and context-rich experiences.

Post-Click Automation:

96% of paid Google Ads don’t convert. While most marketers use automation services, a flaw focuses on the pre-click phase. To move with the personalization towards the post-click phase, a smarter way is post-click automation (PCA).

What is Post Click Automation?

Marketing funnels have a post-click stage where automation is done through marketing technology, which is known as post-click automation. It is a technology through which marketers leverage advertisement conversions by providing one-to-one personalized experiences. It fills the gap between the pre-click segmentation and post-click reaction phases by combining elements like AI, Ad Mapping, Machine Learning, etc.

How Does It Impact the Post-Click Experience?

PCA combines all elements of post-click expertise like A/B testing, page creation, etc., to provide a comprehensive solution in a single place. Ad mapping, scalable creation, personalization, and optimization techniques are combined to create experiences for every stage of the advertising funnel for finding the search ad performance.

But even with post-click automation that claims to resolve the issues of bounce rates and low conversion via search campaigns and PPC, a complete solution is yet to be found.

What are the Customers Expecting?

If a customer searches for something online, they are looking ahead to find multiple options that fit their consideration set. With thousands of similar products and services, brands cannot rely simply on creating a landing page per ad. Customers have a wide range of options, which further lengthens their decision-making process, leading to their indecisiveness.

If you are relying on basic search and tactics, your CAC will take a toll. So, what is the way out?

Improve Post-Click Experiences Through Personalization Using AI & Conversations

Every customer wishes to engage with the brand they are likely to purchase from. While there are certain informative points mentioned, the customer might still be skeptical. The best way to approach the increasing bounce rates is to aid them with a technological product that converses with them at their time and convenience.

1. According to Salesforce, 69% of consumers prefer using chat interfaces as they deliver real-time answers and personalization. 
2. According to Business 2 Community, 82% of consumers claim that instant responses to their questions play a significant role in the buying process when contacting brands.

Engagement:

Considering how chatbots are impacting businesses, Adster aids your search ad with a conversational layer on the ad. Users can directly click on the Search Ad, and they will be redirected to the chat section where they can have a conversation.

The virtual sales agent answers their questions, thereby directly sharing an option of Buy Now and Payment thereafter. In this way, within a short period, you build brand value, recognition, aid product discovery, and drive revenue.

All that you have heard about the Zero Moment of Truth is finally here.

Forget building landing pages with content, graphics, and videos with CTA’s. With Conversational Search Ads – Adster, there is no need to collect data manually.

The customer engages with the brand directly without multiple touchpoints. It builds a virtual environment with immersive and personalized experiences without having to click on the landing page – in turn reducing landing page bounce rates.

The technology of Adster is patented, which allows it to dive into the user’s search intent and drive conversation accordingly. With this AI-driven mechanism, users can have a rich post-click experience without going through the hassle of reading landing page content.

Moreover, Conversational Search Ads help advertisers connect with customers at their time and capture the zero moments of truth. Finally, it also collects the PII, shares rich media for conversation, and collects payment on their behalf with end-to-end encryption and data privacy.

Re-Engagement in a Cookie-less World

Adster’s conversational Search Ads offer marketers and brand owners the ability to re-engage and win back customers via cookieless device-based re-engagement.

Through a well-crafted, context-relevant drip campaign, curated and personalized nudges can re-engage the user back into the buyer journey.

For brands looking to improve lifetime value, these re-engagement nudges can create seamless and memorable post-purchase experiences, accelerating top-of-mind and loyalty.

Video Synthesis Tech + Conversational AI = A Winning Formula

Post-click experiences and personalization can further be amplified using Video Synthesis technology. Using Video Synthesis technologies, brands can communicate with their customers, using videos offering an immersive and personalized experience. 

With Conversational AI and Video Synthesis, the buyers’ post-click experience can transform into a customized post-click journey.

Imagine this: A user searches for a product – clicks on a search ad – interacts with a Virtual Sales Agent (Adster) and is delivered a personalized brand video using Video Synthesis technology.

Through combining AdSter’s conversational search ads and re-engagement and Video synthesis – your brand re-engagement and retention can skyrocket to a whole new level.

Depending on the user’s stage in the sales funnel, a personalized video delivered via a cookieless re-engagement can effectively fast-track a user along the funnel to closure, directly impacting your brand’s bottom funnel and conversion metrics.

A recent example of this is the recently conducted #notjustacadbury ad campaign by Mondelez with Bollywood star Shahrukh Khan.

Using Video Synthesis tech, Mondelez is enabling customers to create advertisements for their local stores. Using AI, Machine learning, and Video Synthesis, users can create a personalized video with SRK by giving details about their store and category and SRK recreates the personalized ad by repurposing this information.

Transforming Sales Funnel

Conversational Search Ads bring a dynamic change in the sales funnel as instead of multiple touchpoints, you reduce it to a bare minimum of one or two. The entire length of your sales funnel shortens, which results in quicker action and faster revenue generation. Sourcing emails and sharing multiple emailers to convert? The Conversational AI bot will do all of that and more – through seamless API integrations with your MarTech stack.

To Conclude:

Landing pages are beneficial for search ads, but if you are looking to deliver real-time personalized and immersive experiences, adding conversational search ads to your marketing arsenal will accelerate your conversion metrics and fast-track your sales funnel.

Reduced bounce rates, lower customer acquisition costs, and cookieless personalized re-engagement are what you get with Adster Conversational Search Ads. Book a free demo with our experts to experience it yourself.

We are living in the golden age of Artificial Intelligence and Machine Learning and are seeing a multitude of applications in our everyday lives that have been touched by AI.

This invariably gets us thinking – how does AI work? How can I understand the nuances of AI?

Well, we put together a list of the top 10 books that you could read to improve your understanding of AI.

Many works have been published in the last two years that provide in-depth knowledge of the underlying concepts, technological methods, and applications of artificial intelligence. This list features books written by well-known computer scientists and practitioners who work in the AI field.

Whether you’re an AI/ML researcher, engineer, or business professional, you’re sure to discover a few fascinating books to add to your reading list this year.

1. Driven: The Race to Create the Autonomous Car – by Alex Davies

According to the “great man” theory, history is mostly shaped by heroes—big, brawny, brainy males (always dudes) who use brute power and intellect to create the future. Alex Davies, a WIRED graduate, has written a new book that debunks that old assumption. Davies delves into the history of self-driving cars and the zany, energetic ensemble of characters (still mainly males) who are attempting to bring the technology to fruition in Driven. As Davies explains, the dream can only be realized with the help of others. Until it doesn’t, that is. Then the lawsuits—and, in the instance of one engineer, handcuffs—fly.

Robot cars may one day transform how we live in the modern world. By 2050, autonomous vehicles might be worth $7 trillion, and multibillion-dollar corporations like Alphabet, GM, Ford, and Tesla are racing to iron out the wrinkles. AVs, on the other hand, were a scholarly curiosity around the turn of the century.

Then, in 2001, an obscure language in a financing bill directed government funds to the development of robot technology.

(A tip: keep an eye out for the native tortoises, who will pee on you if you try to relocate them when racing a robot across the desert.) This is a book for anyone who is tired with hero stories and wants to discover how the business of producing world-shaking robots really works.

2. If Then: How the Simulmatics Corporation Invented the Future – by Jill Lepore

Quick Quiz: Who was the first presidential contender to win a contested election by using computational modeling of the American electorate? You’re 56 years late if you said, Donald Trump.

The year was 1960, and John F. Kennedy had hired a little-known company named the Simulmatics Corporation to survey American voters, forecast their behavior, and provide campaign counsel using its groundbreaking “people machine.” Jill Lepore examines the early days of algorithmic behavior modeling and its eventual influence on politics and society in her history of Simulmatics (“the A-bomb of the social sciences,” a “Cold War Cambridge Analytica”).

Her portrayal of the 1960s acts as a mirror for 2020: America is in the midst of a racial justice revolt, a technical weapons race with its geopolitical adversary, and an election molded by technological influence. If one replaced “Simulmatics” with “Facebook” on any given page, the storyline would almost make sense. If Then tells the narrative of technology’s forefathers, whose work gave rise to the “people predictors” that shaped contemporary democracy and paved the way for today’s Silicon Valley behemoths.

3. Rebooting AI (2019) – by Gary Marcus and Ernest Davis

New York University professors Gary Marcus and Ernest Davis illustrate the technological and theoretical differences between successful AI that is confined by a set of rules (or a defined environment) and successful AI that can effectively engage with the complexity and nuances of an open world. This book is for researchers and businesspeople who wish to make concrete forecasts about AI’s near-term future. Ernest Davis is a Professor of Computer Science and Gary Marcus is a Professor of Psychology and Neural Science and the CEO of Robust.AI. This book, according to Noam Chomsky, is “lucid and highly knowledgeable, from a critical but sympathetic standpoint.

4. Applied Artificial Intelligence: A Handbook for Business Leaders – by Mariya Yao, Adelyn Zhou, Marlene Jia

For many, the commercial application of AI remains a baffling concept; however, Mariya, Adelyn, and Marlene lay down both the technical and business aspects of AI for individuals working in the field as well as those with a passing interest. This book is not an overabundance of technical material that many people will struggle to comprehend, but rather a step-by-step guide to identifying opportunities, assembling a diverse team, and conducting strategic experiments in the field, with all the information you’ll need.

5. Prediction Machines: The Simple Economics of Artificial Intelligence – by Ajay Agrawal, Joshua Gans & Avi Goldfarb

This 250-page primer on AI and Machines tackles the most common questions a newcomer to the business could have. Prediction Machines is an easy-to-understand book that checks all the boxes when it comes to demystifying the nature of AI and how it affects the economy today. Prediction Machines’ applicability and adoption at many levels of the economy will only improve as they become more common and inexpensive. If you want to understand how the employment market will change in the coming months and what management skills you should have to deal with the disruptions, this AI book could be a must-read for C-suite executives. The assessment is based on the present AI owners’ and users’ decision-making abilities.

6. The Fourth Age: Smart Robots, Conscious Computers, and the Future of Humanity- by Byron Reese

The three key discoveries that eternally transformed civilization are fire, agriculture, and the wheel. Setting this theory in action, author Byron Reese compares AI to the Industrial Revolution, citing numerous examples of AI’s involvement in changing the curve. Byron is the founder and CEO of Gigaom.

In this fascinating, essential, and accessible exploration of the coming advances in robotics, computing, and related technologies from the publisher, of one of the world’s most popular technology news websites, Gigaom.com, learn about the next stage of humanity’s evolution—the age of artificial intelligence.

Byron Reese, says we’re developing robots that can perform human-like tasks. We’re working on creating computers that might be able to think for themselves. We’re probably on the verge of developing a new life form: a conscious computer to which we could delegate our thinking minds, together with a companion robot to execute our bodily functions. Reese tackles the impending technological revolution and its species-changing repercussions in enthralling and accessible language.

He aids us in comprehending both the practical and existential implications of this brave new world, resulting in a full description of what it means to be human.

7. Life 3.0 Being Human in the Age of Artificial Intelligence – by Max Tegmark

We are at the start of a new age, as Max predicted three years ago. Science Fiction, which was formerly just considered fiction, is rapidly becoming a reality. Over nearly 400 pages of information, the MIT professor, whose work has aided mainstream study on how to keep AI positive, separates myths from facts, utopias from dystopias, to investigate the next chapter of our lives. Are artificial intelligence systems safe? How can we expand it without robbing people of their sense of purpose? Should we be concerned about an autonomous weapons arms race? All of this and more is covered by Max.

8.Machine Learning Yearning – by Andrew Ng

Andrew Ng’s free e-book will show you how to best structure your Machine Learning projects. Andrew covers everything from ML system issue diagnosis to mismatched training sets, end-to-end learning, and transfer learning. For years, it has been suggested that the best way to make strategic decisions in Machine Learning is to enroll in a program/course where you will have direct contact with a mentor; however, this e-book eliminates the middleman in assisting you on your journey to becoming an educated individual in all things Machine Learning.

9. AI Superpowers: China, Silicon Valley, and the New World Order – by Kai-Fu Lee

This AI book was written by Kaifu Lee. AI Superpowers, a best-seller in the American market, naturally brings up the Chinese and AI white-collar sectors.

“PricewaterhouseCoopers believes that AI implementation will boost global GDP by $15.7 trillion by 2030. China is expected to take home $7 trillion of the total, roughly double the $3.7 trillion gained by North America.”: Kai-Fu Lee

Kai-Fu Lee, a former Google China CEO, and AI entrepreneur, has extensive first-hand knowledge of the Chinese AI movement. The book on AI covers the four waves of AI and the ongoing struggle for AI supremacy as well as the future of workplace automation:

• Internet AI
• Enterprise/Business AI
• Perception AI
• Autonomous AI

10. Data Mining: Practical Machine Learning Tools and Techniques – by Ian Witten, Eibe Frank, Mark Hall, and Christopher Pal

This book meets every expectation that you may have from a book on AI.

Data Mining: Practical Machine Learning Tools and Techniques is a handy book on data mining and analytics whether you’re taking a course in Python, Big Data Analytics, or SAS Analytics. It describes how Machine Learning algorithms operate for data mining and performance enhancement workflow. This book is presently accessible in English, as well as Chinese, German, and Korean translations. Based on customer feedback, we believe the writers are true experts in the field of Data Mining and Machine Learning, and that they have successfully communicated their expertise to readers by including authoritative presentations of modern data mining techniques.

These books will be valuable to anyone who has developed a career around AI and ML for progressing through the field and grasping some of the most sophisticated, practical, and pressing concerns that the field faces. These books are excellent resources for anyone looking to improve their technical abilities, productivity, or knowledge of the subject. Every week, a slew of new books on comparable subjects are produced and released.

Converting leads into customers is probably one of the most challenging tasks in the marketing business. In order to attract leads and convert them to loyal customers, marketing experts rely on various tools. As one of the best ways to communicate with clients and provide long-term results, marketing pros turn to SaaS Sales.

Whether it’s a startup company or a national corporation, tracking and optimizing the SaaS Sales Funnel is a great way to attract more business. And there are a few easy ways to measure the SaaS Sales Funnel and track its success. So, let’s take a look at how optimizing the SaaS Sales Funnel can help you overcome various stages in retaining your customers.

How do SaaS Sales Funnels Work?

The word “funnel” in the context of sales is exactly what it may sound like. If we imagine the top of the funnel, it would represent all the leads a business might be getting. 

Increasing AI and Machine Learning trends in the past decade have influenced many industries across the board, and marketing is one of them. Through the process of AI-powered conversational marketing, the number of leads is narrowing, creating a larger number of retained clients. 

SaaS (or software as a service) is used in various aspects of a business. In times when competition is fierce, marketing experts rely on the SaaS Sales Funnel to create the best communication channels between businesses and their potential customers.

A sales funnel’s purpose is to track the process of gaining new customers from the moment they are prospects up until they are converted into loyal customers. 

Every action that happens during this process can be tracked by the SaaS Sales funnel. Experienced e-commerce developers rely on these programs in order to track, record, and optimize every stage of this process.

The overall goal of the Sales Funnel is to convert as many prospects into leads and as many leads as possible into customers. 

For example, if you are running an e-commerce store, these funnels will show every improvement in the process of getting long-term buyers on your website. In other words, the top of the funnel represents all the leads you’re getting. During the process, the funnel narrows and ends up showing the customers that are converted to buy your product.

How is The SaaS Sales Funnel Created?

When it comes to online business, there is no universal recipe for knowing how many leads will turn to customers. However, Sales Funnels are used to track the process of getting all the leads and turning them into loyal customers.

When creating apps for a business, the most important thing is to understand its long-term goals. Many businesses use apps as potential ways to increase their revenue and expand.

However, most web design experts will agree that part of the website development process includes a SaaS Sales funnel and tracking success is easier said than done. Before doing this, you should go through every aspect of the business and understand what the Sales funnel will be used for.

Since there is no universal recipe for bringing success to the sales business through SaaS, there are some things to consider first.

Creating a SaaS Sales Funnel will depend on the phase your business is in. You might have just established a plan for placing your product in the market, or you could have already proven its success.

On the other hand, experienced businesses might look for Sales Funnel solutions in order to increase their revenue. Regardless of which phase your business is in, one of the best ways to optimize the SaaS Sales Funnel is through conversational marketing.

How Can Conversational Marketing Help You OptimiZe the Sales Funnel?

Running an online business is everything but simple. Without constant communication with your website visitors, there is no guarantee that they’ll turn into loyal customers.

Conversational marketing is a customer-centric and dialogue-driven approach to marketing. It has become the go-to strategy for driving customer engagement, improving customer experience, and growing revenue. It is a strategy used to communicate with potential clients. The world of online business relies on creating a personalized approach that targets the specific behavior of the visitors on the website.

Conversational marketing is one of the newest approaches in the business, and it’s one of the key factors that make sales funnels work. In other words, conversational marketing converts leads through sales funnels, tracks the process, and ultimately helps you get buyers.

By using a line of questions, conversational marketing mimics real-time conversation with potential clients, which results in “narrowing” the funnel. Asking different questions to your website visitors results in valuable information about their wants and actions, making it easier for you to create the most efficient marketing and communication strategy.

While your customers engage with products on your website, conversational marketing allows you to understand your leads better and ultimately convert them into customers.

Why Should You Use Conversational Marketing Tools?

One of the reasons conversational marketing is becoming so popular is that it’s a good way to replace outdated conversation models, like Interactive Voice Response (IVR) 

For example, email and social network marketing are still some of the most popular ways of communicating with clients. However, potential buyers are looking for simpler, more direct ways to engage in eCommerce stores, which is where conversational marketing comes in.

There are several reasons why chatbots are better than traditional IVR systems. They provide a fast and efficient way to interact with potential clients and get to know their needs. Website conversations are a big part of optimizing the SaaS Sales Funnel, and to add to that:

• It takes less time to make a sale. Unlike email marketing and social media, real-time communication on your website takes way less time to convert leads. Instead of overwhelming the customer with ads and different content, website conversations rely on quick communication and efficient answers.
• You can communicate with customers 24/7. It’s not easy to run a business of any size, especially when it comes to customer care. Conversational marketing makes it easier to tend to your customers’ needs through automated chatbots that are online 24/7.
• Potential clients get answers in real time. In order to convert leads to customers, you will need to get your website visitor’s attention. When they become interested in your product, you can provide more information about it in real-time and satisfy your potential customer’s curiosity. As a result, you get more traffic to your online store.
• Automated chatbots replace sales operators. Chatbots are the best way to create simple and efficient communication with potential customers. More importantly, chatbots can lower your company’s costs on hiring sales operators.

Increasing Conversion Rates through Conversational Marketing

When relying on conversational marketing, it’s important to create simple but valuable answers for potential customers. One of the better ways to convert more leads into clients is to personalize the information you provide. Instead of creating a uniform list of questions and answers, you can personalize the information your visitors receive.

For example, you will have different types of visitors on your website – while some are there just to check out the products, others will browse through pages before making a purchase.

Depending on the type of visitors you have, conversation marketing will use a different approach to create the best communication with your viewers. For example, a chatbot has proven to increase conversion rates up to 8 times compared to websites without them. One of the reasons why conversational marketing is so effective is because it builds a trustworthy relationship between the business and its customers.

Get to Know What Your Visitors Are Looking For

Let’s say that you have two visitors looking at different pages. While one is browsing product pricing, the other one is checking out your blog. While the first one will look for relevant information that will make them purchase your product, the other one is probably interested in educational content.

No matter which pages your visitors are on, a list of personalized questions can help you convert them from leads to buyers. When using a chatbot, you should focus on the right questions for every person visiting your online store. This can further interest them in making a purchase even though it was not their first intention.

For example, if a viewer is looking at one of your products, a few simple questions could help you learn what they’re looking for. By getting to know your viewers’ shopping habits, you will increase your chances of turning them into buyers.

Besides personalizing the information your visitors are getting, conversational marketing will also help you learn more about their needs.

For example, your SaaS Sales Funnel will track who your visitors are and where they’re coming from. Analyzing and understanding buying habits is one of the key factors in narrowing your Sales Funnel. By knowing your first-time guest versus an already loyal customer, you can divide your leads into different categories and track their actions.

Conversational marketing can also help you predict some aspects of your sales. For example, viewers who come from organic traffic are the ones who are more likely to be converted, and this is the process you can track within your Sales Funnel.

How do You Optimize Your SaaS Sales funnel?

We could say that there is a direct connection between the SaaS Sales funnel and conversational marketing. In other words, optimizing your Sales funnel relies on the information you’ve gathered about your viewers.

If you understand which aspects of their actions and interests are valuable for your further strategies, you will have more luck in converting your leads to potential customers.

If you are running an eCommerce store, you want all aspects of your website to work together and create more revenue. Just like having a solid content strategy, social media profiles, and email subscriptions, it’s equally important to develop efficient communication with your leads.

A SaaS Sales Funnel is one of the best ways to convert your viewers to buyers, and conversational marketing is how you do it. When optimizing your Sales Funnel, you should carefully consider every aspect of the content you’re providing. Not every visitor on your website is in the same stage of making a purchase, so they’ll all need a different approach. Only by helping visitors understand your products and services can you get high conversion rates and boost your sales.

Conversational marketing helps you adjust all parameters and analyze data which is crucial for creating a marketing strategy that will work. We hope this guide provided some thoughts and ideas that will help you understand how SaaS Sales Funnel works. 

With some help from conversational marketing and by optimizing your SaaS Sales Funnel, you can increase the number of viewers on your website, convert leads to customers, and, ultimately, grow your online revenue.