How to use AI to improve ROI for ad campaigns

Online advertising is one of the most competitive performance marketing tactics. It's also essential to business growth.

When it works, you can see the spikes immediately. When it doesn't, it creates frustration throughout the company.

We're here to help you bridge the gap between your KPIs and the customers' needs to improve everyone's experience. It all starts with user intent.


Understanding your customers' intention is a powerful way to make better decisions, reduce waste (related to time, energy, and budgets), and to create better performing ads.

You already have the data and the ecosystem. All you need is the right AI platform to deliver insights straight into your workflow.

Maximize the value you provide to customers and the ROI you get from them by infusing AI into your online advertising campaigns.

Top 10 challenges in online advertising today

  1. Leveraging accurate audience data to drive effective personalization
  2. Hitting volume targets
  3. Achieving efficiency targets in terms of ROI and ROAS
  4. Increasing costs across ad platforms
  5. Clear attribution / cross-device measurement
  6. Generating quality creative assets
  7. Data privacy, including tracking restrictions and the challenge to get user consent
  8. Increased use of ad blockers
  9. Ad fraud
  10. Integrating product feeds into shoppable ads


of buyer-intent keywords are paid clicks (Clever Clicks 2018)


of internet users globally use an ad-blocker (Digital Information World, 2019)

Why we focus on helping online advertisers achieve more with their existing data

Customers claim to hate them and try to get rid of ads companies spend millions on. However, that only happens when ads are intrusive and irrelevant.

There's a special type of delight associated with a good ad, especially if the rest of the customer journey is equally rewarding (or more!).

By using practical AI applications, a company like yours can scale growth without losing that personal touch most people crave.

We believe AI complements and amplifies human expertise, creativity, and judgement.

This is why we're building AI applications that integrate into existing business flows and don't require Machine Learning specialists to operate.

Our goal is to help companies like yours extract more value from their existing data.

list icon Unify data sources & eliminate data silos

list icon Predict user behavior

list icon Strengthen data integrity

list icon Target users with high purchase intent

list icon Ensure compliance with data protection regulations

How to use AI to target ads based on user search intent

The current process for uncovering user search intent is semi-automated at best. As a consequence, it's resource-intensive and very time-consuming. That's why few companies use it.

You can turn it into a competitive advantage with MorphL - our AI-as-a-platform service. Streamline and automate user search intent discovery so you can effectively scale your online advertising operation.

Types of user search intent

Informational or Awareness

Related to finding information about a topic. Examples of informational queries:

"New York City population 2013"
"how tall is the Eiffel Tower"


Related to accomplishing a goal or engage in an activity. Examples of transactional queries:

"buy Avengers DVD"
"iPhone price"


Also called or "visit-in-person". Related to finding a place nearby or other types of local information. Examples of navigational queries:

"Chinese restaurant nearby"
"bus schedule"


These are in-between informational and transactional intent. Examples of consideration queries:

"iPhone reviews"
"Samsung iPhone comparison"

Our experience of working hands-on with AI proves it excels at 3 essential tasks:

Process a large volume of signals

Interpret individual users' intent automatically to deliver ads aligned with their true needs and expectations.

Extract insights

Automatically map user intent and use the time saved to create personalized experiences for users with the highest potential to convert.

Automatically feed user intent into ad targeting

Eliminate guesswork and improve CTR by running highly targeted ads that integrate individual users’ intent in the ad copy.

As a result, using MorphL gives you the opportunity to engage users depending on the most likely type of intent behind their search.

How MorphL helps


User intent prediction →

Type of online ads

Transactional →
Shoppable ads or carousel ads
Informational →
Brand-focused ads
Navigational →
Local search ads
Consideration →
Retargeting ads

What MorphL delivers: User search intent prediction

Optimizing search intent discovery and enriching it with contextual insights


Using an AI-as-a-service platform like MorphL means you optimize search intent discovery and enrich it with even more contextual insights, such as next shopping stage prediction.

  1. User searches for "iPhone for sale".
  2. MorphL recognizes the intent of that user as being more likely to be “transactional".
  3. Your ad campaigns displays an ad that's conversion-oriented that may even feature a special discount or relevant social proof.
  4. Once the user lands on the ecommerce website, MorphL can predict his/her probability to purchase based on the navigational patterns.

This is where the marketing department comes into play with various campaigns.

For example, they might choose to offer this user a discount code if there's a 60-80% transaction probability. Or if we're dealing with a returning user with a predicted lifetime value over $1,000, they might try to upsell that user.

What makes MorphL a powerful tool is the ability to predict user intent at an individual user level without being invasive of the user's privacy.

What's more, MorphL predictions are exposed via an API you can easily integrate into your reporting dashboard. Plus, we fully automate the model training and predictions in our infrastructure.

Intent predictions use cases for your marketing strategy

Users give you this ...
MorphL gives you the intent ...
You give your users this ...
"New York city population 2019" →
✓ A well-researched blog article
"Chinese restaurant nearby" →
✓ A contact page with your schedule and an embedded Google Maps widget
"iPhone price" →
✓ A product page with pricing, features and a visible CTA

User intent overview by category to spot trends


Use MorphL to identify and understand:

  • Patterns and trends related to user behavior
  • How search intent changes over time as the product or industry mature
  • Which ad formats users prefer based on the keywords they use when searching.

How companies use MorphL

For JOT Internet Media, a Spanish AdTech company, we achieved:

  • A lift of 7% in their CTR for worldwide ad campaigns in English
  • A boost of up to 30% on their ROI for online ad campaigns when using MorphL to predict user search intent and integrate it into their ad copy.

We've been working with MorphL ever since they joined the European Data Incubator. We worked specifically on predicting user intent based on search queries. The account marketing manager uses these AI insights to create more specific and more relevant ads to achieve higher conversion rates.

So far, we managed to increase CTR up to 7% and ROI up to 28%, replacing the time we would’ve spent on manually labelling intent with working on marketing assets.

Elias Badenes - Big Data Architect at JOT Internet Media


What makes AI different from rule-based systems

Rule-based systems
Learning systems (AI)
Use static if-then-that rules
Can create, discard and change rules based on what they learn
Knowledge is encoded as fixed rules
Knowledge changes through learning (adaptive intelligence)
New situations that require new rules get the system stuck
The system can adapt to new situations by creating new rules
The larger the data pool, the bigger the risk of introducing conflicting rules
The larger the data pool, the better the system becomes by learning from specific situations

Get better at understanding users' intention

Data-informed decisions

Automate data-informed decisions and create advertising campaigns that convert in a way that feels natural for the user.

We're here to help!

We're here to support you with knowledge, guidance, and AI expertise so you can make the most of MorphL and support business growth.

Frequently Asked Questions

Need answers? Have any other questions, please get in touch.

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