Published by isobel.regan@dontpanicprojects.com
Published Date 24.07.2024 
We are proud to announce that after the European Search Awards, AnalyticaHouse has also been selected as a finalist for the prestigious “Best Use of AI in Search” award at the Global Search Awards 2024!
AI and Automation: Driving Innovation at AnalyticaHouse
Automation is a key driver of efficiency at AnalyticaHouse. By automating routine and standardized tasks, we can focus our energies on more creative and strategic endeavors. The systems we’ve implemented streamline our daily operations, enabling us to dive deeper into the fundamental concepts that shape marketing.
Today, we’ll highlight one of our notable projects in this area—the system we developed for English Home, which has earned us a finalist spot at the prestigious Global Search Awards 2024.
Leveraging AI to Overcome Marketing Challenges in a Digital Age
In the fast-paced digital era, capturing and retaining user attention has become more challenging than ever. As technology rapidly advances and competition intensifies, securing a user’s interest right from the initial point of contact demands innovative strategies. Additionally, with user psychology and preferences continuously evolving, creating marketing communications that effectively adapt to these shifting consumer behaviors is a significant hurdle.
Today, we’ll highlight one of our notable projects in this area—the system we developed for English Home, which has earned us a finalist spot at the prestigious Global Search Awards 2024.
Transforming Search Ads with AI and Real-Time Insights
Step 1: Defining Scoring for Search Terms and User Groupings
In the initial step, we utilized a Google Ads script to establish a scoring system for search terms and user groupings. Search term scores were calculated based on their deviation from the average Click-Through Rate (CTR). The baseline score for average CTR was set at 5, with scores converging to 10 as CTR increases and to 1 as CTR decreases.
We categorized users according to their search query intent, using AI prompts displayed in the provided screenshot. These user groups include attributes such as:
- Price sensitivity
- Product interest
- Brand interest
- Quality focus
- Brand loyalty
To streamline project management, we employed the API connection from OpenAI to Google Sheets, consolidating all data into a single spreadsheet. For enhanced data visualization, we included a pie chart illustrating the distribution of each user group within the dataset.
Step 2: Generating Sitelink and Description Line Recommendations
In the second step, AI generates new sitelink and description line recommendations based on the variables established in the previous step, namely, search term scores and user groups. This process is also carried out within the same Excel spreadsheet to maintain a streamlined workflow.
Step 3: Finalizing Recommendations for Bulk Upload
In the final step, the AI-generated sitelink and description line recommendations are compiled into a new tab labeled “final.” The format in the “final” tab aligns with Google Ads Editor specifications, making it ready for bulk upload.
- Before starting the project, we aimed to increase the CTR from 26.2% to 36% and CPC to decrease from 2.27 TRY to 2 TRY within 30-days of starting to use the generated sitelinks and description.
- We are pleased to say that as a result of this project, we observed that the CTR values increased to 38.3% while the overall CPC decreased to 1.89 TRY.
Future-Forward Marketing: Integrating AI for Digital Success
The pace of change in our world is accelerating faster than ever, and this trend shows no signs of slowing down. Artificial intelligence, much like in other industries, is driving swift transformations in digital marketing. When traditional technological methods are enhanced and optimized with AI, supported by validated knowledge, they unlock immense potential to keep up with this rapid evolution and even shape the future.
In today’s landscape, executing marketing operations that are centered around the user and optimizing them in real-time based on dynamic signals is crucial for achieving high performance and cost-effective marketing strategies.
Our approach in this project showcases the power and value of personalized marketing operations while illustrating how advanced technological solutions can be applied in straightforward and familiar ways.
“Receiving recognition from the Global Search Awards is a testament to the effectiveness of our strategies and the dedication of our team. This honor validates our innovative approach and propels us forward with renewed vigor and commitment. We are deeply motivated to continue pushing the boundaries of what’s possible in digital marketing, as we look ahead to the future with excitement and ambition.”
Project Owners | Emrecan Karakus & Taha Safak – Performance Marketing Managers @AnalyticaHouse
Being named a finalist at the Global Search Awards is a significant affirmation of the strategies we’ve implemented and the innovations we’ve nurtured throughout our journey. We take immense pride in our team’s accomplishments and the milestones we’ve achieved together.
This project exemplifies our holistic approach, highlighting the exceptional service we provide to our clients. Our team, comprised of experts in Performance Marketing, Data Science, Product Analytics, SEO, Media & Planning, and Marketing Communications, works seamlessly to optimize and elevate every facet of our clients’ marketing strategies. Through this integrated methodology, we not only help our clients achieve their goals across diverse industries but also drive them toward groundbreaking success by executing both operational and strategic initiatives that lead the industry and inspire innovative solutions.
