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.
of buyer-intent keywords are paid clicks (Clever Clicks 2018)
of internet users globally use an ad-blocker (Digital Information World, 2019)
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.
Unify data sources & eliminate data silos
Predict user behavior
Strengthen data integrity
Target users with high purchase intent
Ensure compliance with data protection regulations
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"
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"
These are in-between informational and transactional intent. Examples of consideration queries:
"Samsung iPhone comparison"
Our experience of working hands-on with AI proves it excels at 3 essential tasks:
Interpret individual users' intent automatically to deliver ads aligned with their true needs and expectations.
Automatically map user intent and use the time saved to create personalized experiences for users with the highest potential to convert.
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.
User intent prediction →
Type of online ads
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.
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
User intent overview by category to spot trends
Use MorphL to identify and understand:
For JOT Internet Media, a Spanish AdTech company, we achieved:
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
Automate data-informed decisions and create advertising campaigns that convert in a way that feels natural for the user.
We're here to support you with knowledge, guidance, and AI expertise so you can make the most of MorphL and support business growth.