AI-driven Market Expansion Breaking borders, boosting businesses Julia Riml & Francesco Ingrosso, Peak Ace AG 08.02.2024

2 peakace.agency Let‘s start with a quick introduction Julia Riml Director Performance Advertising Francesco Ingrosso PPC Consultant

3 peakace.agency What we have brought you today Latest AI updates Use case from one of our clients

Latest AI updates

AI and: ChatGPT

6 peakace.agency ChatGPT is evolving with each passing day Many new features and functionalities were added over time and updates are being rolled out as we are speaking. Source: OpenAI 25.09.23 16.10.23 17.10.23 06.11.23 21.11.23 10.01.24 Voice (Beta & Plus users on mobile) & Image Browsing was gone for a while but was brought back & out of beta DALL-E 3 Beta rollout GPTs were introduced Voice available for all users Launch of the GPT Store

7 peakace.agency The GPT Store is the place where you can find all public GPTs Source: OpenAI

8 peakace.agency We‘ve been busy building our very own GPTs Peak Ace‘s custom GPT-suite – give it a go! https://pa.ag/peakace-gptsuite Source: ChatGPT

AI and: PPC

10 peakace.agency New: Integration of Gemini in Google Ads for ad creation It is currently available to UK and US advertisers in English and will gradually be rolled out globally. Source: Google

11 peakace.agency What it looks like in the Google ad interface Seemlessly integrated Source: Google

12 peakace.agency Source: Google Ads Let‘s check it out! According to Google it should support: ▪ Creating new search ad headlines and descriptions ▪ Generating relevant keywords ▪ Suggesting images ▪ Suggesting sitelinks

13 peakace.agency Some exemplary outputs from playing around with it To be honest, not bad at all - considering that you can even refine the copy as you wish. Source: Google Ads

14 peakace.agency My opinion: definitely helpful, even if still in the early stages... … but how many people prefer the interface to create their Search campaigns over the Google Ads Editor? Source: LinkedIn survey https://pa.ag/ivse Please vote in my LinkedIn survey

15 peakace.agency To top it off, Google is doing some really cool stuff The new "Solutions" tab was added to Google Ads a few days ago and includes some very handy features that are supported by AppScripts. This is useful for people who don't already use such features via scripts, making these technical solutions more accessible. Source: Google Ads

16 peakace.agency Last but not least: AI - PPC market expansion opportunities Keyword research & clustering Ad copy creation & optimisation Search term analysis / SQR Targeting & audience research Competitor research & auction insights analysis Strategy & media planning Data analysis & interpretation Optimisation of landing pages & feeds Localisation / translation

Use case from one of our clients

18 peakace.agency Let‘s start with personas: Client-side Customer Experience From one persona for the product to one persona for each country market Brian Chief Experience Officer VS

19 peakace.agency Utilise the vast capabilities of ChatGPT for analytics Instruct the prompt for data analysis – Code Interpreter

20 peakace.agency Persona creation Exemplary prompt

21 peakace.agency Let the plug-in powered ChatGPT explore the web There are few reliable plug-ins for a fact checking, so remember: always double check the provided results. Link Reader is an advanced tool that excels in understanding and synthesizing information from various digital resources. World Bank Data is a plugin that allows you to access a wealth of information on global development and economic data. WebPilot allows users to specify URLs and make requests to interact with the URL, extract specific information or learn what to do with the content of the URL.

22 peakace.agency Personas Customer Experience: Demographics & Goals ChatGPT results underline a handful of nuances between the Personas. From Client Brian Chief Experience Officer Goals: Collect competitive insights to drive market differentiation. Ensure that the customer is at the center of all decisions. Marco Bianchi Customer Success Manager 38 y.o. Bachelor's degree in Marketing Goals: Enhance the overall customer satisfaction rate. Streamline the feedback collection process. Increase customer retention and loyalty. Lena Schmidt Quality Manager 35-45 y.o. MBA with a specialisation in Customer Relations Goals: Enhance overall customer satisfaction & loyalty. Identify pain points in the customer journey and address them. Establish a robust feedback loop compliant with German regulations. Carl Harrison Customer Experience Manager 28-45 y.o. Bachelor's degree in Marketing Goals: Enhance the customer's journey and experience. Drive brand loyalty and repeat business. Ensure customer feedback is acted upon.

23 peakace.agency From Client Personas Customer Experience: Pain Points Nuances are narrowed down when looking at the pain points. Brian Chief Experience Officer Pain Points: Identifying cross-channel experience gaps. Understanding multi-touchpoint engagement. Personalising feedback requests. Enable employees across the organization to act Marco Bianchi Customer Success Manager Pain Points: Difficulties with consolidating feedback from multiple channels. Challenges in demonstrating the ROI of CX initiatives. Rapidly changing customer expectations. Lena Schmidt Quality Manager Pain Points: Ensuring consistent quality across all customer interactions. Understanding the evolving expectations of German customers. Collating and analysing feedback from various touchpoints. Carl Harrison Customer Experience Manager Pain Points: Fragmented customer experiences across touchpoints. Difficulties in gathering actionable feedback. Challenges in aligning internal teams with customer needs.

24 peakace.agency But how do nuances in personas translate into messaging? ChatGPT provided ad texts based on the personas that signaled the differences between the countries more clearly. Ads are translated from local language and a mockup only for understanding (this is not how the ad was shown) Lena Schmidt Quality Manager Pain Points: ▪ Ensuring consistent quality across all customer interactions. ▪ Understanding the evolving expectations of German customers. ▪ Collating and analysing feedback from various touchpoints.

25 peakace.agency But how do nuances in personas translate into messaging? ChatGPT provided ad texts based on the personas that signaled the differences between the countries more clearly. Ads are translated from local language and a mockup only for understanding (this is not how the ad was shown) Marco Bianchi Customer Success Manager Pain Points: ▪ Difficulties with consolidating feedback from multiple channels. ▪ Challenges in demonstrating the ROI of CX initiatives. ▪ Rapidly changing customer expectations.

26 peakace.agency But how do nuances in personas translate into messaging? ChatGPT provided ad texts based on the personas that signaled the differences between the countries more clearly. Ads are a mockup only for understanding (this is not how the ad was shown) Carl Harrison Customer Experience Manager Pain Points: ▪ Fragmented customer experiences across touchpoints. ▪ Difficulties in gathering actionable feedback. ▪ Challenges in aligning internal teams with customer needs.

27 peakace.agency Challenges to expect when working with AI tools There is no perfect prompt. Only prompts that correspond with your goals. Keep questioning results until you are satisfied Any “new” task for ChatGPT is a learning moment → expect “stupid” answers or even but → over-questioning can also lead to incoherent answers

28 peakace.agency Results in a nutshell This is what everyone’s been waiting for, right? Source: Google Ads Conversions +42% MQL +14% CPA -30% Conversions Rate +124%

peakace.agency Ready for the next step in your career? jobs.peakace.agency Julia Riml j.riml@pa.ag Director Performance Advertising Francesco Ingrosso f.ingrosso@pa.ag PPC Consultant Get our latest AI whitepaper now! Becoming tomorrow’s AI High Performer Care for the slides or have any questions? hi@pa.ag