Unlocking the power of AI for better partner ROI

Artificial intelligence (AI) is currently a hot topic, with generative AI in marketing and sales reshaping businesses. B2B organisations are starting to realise the combined effects of human and AI efforts.  But what does it do in the context of paid media for your partner marketing campaigns?

 

Unique capabilities optimising through-partner advertising campaigns

With advancements in AI and the continuous development of AI-driven ad platforms by industry giants such as Google, Meta and Microsoft, it can be challenging for businesses to comprehend the significance of implementing AI-driven solutions to maximise their partner marketing budget and enhance advertising efforts.

Amanda AI offers a unique AI solution for automating your digital advertising. Amanda’s autonomous advertising robot can optimise your digital marketing far beyond what any human can do, making up to five million optimisations daily on Google, Meta and Bing.

 

From Google to gold: the key to targeted visibility

Most buyer’s journeys start on Google Search, to research products and services, get more detailed information and find the nearest reseller to purchase from, so getting the top Search spot is a big win. If you’re not visible on Google, you risk losing a conversion or purchase to a competitor.

 

Google also gives signals on the most important audiences to target based on web browser behaviour. This can be based on age, gender, location, web market, interests and different audiences depending on what you’re selling. There are 110 million different combinations involving large amounts of data, which can be overwhelming.

 

When businesses target general keywords, pinpointing the right audience becomes tough. Leveraging AI can offer a cost- and time-effective solution to finding the top search terms or keywords, evaluating them for the most optimal results and where to invest to maximise ROI.

 

Dynamic optimisation and data-driven decisions are vital in today’s digital age

There are many advantages of using the big data from your partner ecosystem as a source for AI, making it a powerful tool within your through-partner marketing campaigns. From the scalable setup of centralized advertising campaigns for dozens to hundreds of partners simultaneously, to the fully automated optimization of all these campaigns using the data of the entire group.

 

Amanda AI will only take data driven decisions, based on whether something works, is it better than average or expected or will it increase the total results.

 

The impact and value of AI and partner marketing automation

The Impartner partner marketing automation solution is built for pushing partner ads out at scale, taking all locations and languages into consideration, as well as managing different budgets.

 

If you’re managing campaigns with all of your partners it involves a lot of work, and using agencies to support your efforts costs a lot of time and money.

 

Collaboration between Impartner, Google and Amanda AI creates an automated system to maximise Paid Media campaigns while delivering a 75 per cent reduction in cost per lead.

 

Harnessing AI to optimise performance of large data sets maximises the results of any budget. Here are some of the best attributes:

• Dynamic ad copy – location ad copy, product categories or certain key words per partner or per campaign or per account.
• Local keywords and search terms – support for keywords in local languages can be added and the data analysed.
• Individual budget pacing – it’s very important how you manage your monthly ad spend in the most efficient way. In B2B there are fewer efficiencies during weekends and holidays with different patterns in different markets and areas.
• Aggregated learning – the ability to aggregate data from several different accounts is gold dust. You’re often running multiple partner campaigns simultaneously. Aggregating the data from all the campaigns combined provides much better insights than analysing them separately.

Xerox uses Google Ads for the channel to centralise and streamline all partner Google Ads campaigns and landing pages on a large scale with partners across Europe and the US. The system is designed to incorporate local partner information and geo-target customers. AI tools are then used to track and optimise ad content, click rates and conversions based on real-time actions.

 

“Google Ads has become our first source of leads for our partners across all geographies,” says Isabelle Pampelune, SMB Business Development Lead, EMEA Channels Organization at Xerox. “With the help of this solution-based technology from Impartner, we’ve already seen a dramatic reduction in cost per lead and have optimised our campaigns further with the addition of Amanda AI.”

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Find out how Google Ads for the Channel can grow your partner pipeline with zero effort here.