Tuesday, January 27

🌟 Today’s Highlights:

• ChatGPT ads are coming with premium pricing and limited data

• Google Ads crafted a new Experiment Center to unify your tests

• Grapevine wants to give you $2k for your first UGC campaign

• 📊 Stat of the Day: 74% of business leaders report seeing ROI with AI tools within the first year. (Source: Google Cloud)

• 💡 Today’s Insight: Google’s new user intent extraction method, explained

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⚡️ Today’s Headlines ⚡️

👀 ChatGPT ads are being pitched at premium prices with limited data. According to a report, OpenAI is pricing the AI chatbot ads at $60 per 1k impressions with only high-level reporting such as total impressions or clicks.

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📌 Pinterest added a new Media Planner to help manage campaigns. The new advertising tool provides another way for advertisers to maintain oversight and control of Pin campaigns and promotions.

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🧪 Google Ads added a new centralized Experiment Center. The new center gives advertisers a single place to test, measure, and compare campaign performance bringing traditional Experiments and Lift Studies under one roof.

💡 Today’s Insight 💡

Google’s new user intent extraction method, explained

🗞 TL;DR - Google just published a research paper on how they extract user intent from interactions that can then be used for autonomous agents. Their two-task solution worked so well it was able to beat the base performance of multi-modal large language models (MLLMs) in massive data centers, and we’ve got the highlights below.

💡 Insight - Instead of relying on huge cloud-based models, Google’s system split intent extraction into two stages: first summarizing user actions on the device, then feeding those summaries to a second model that interprets the user’s underlying goal. So, what should you take from this new research?

Well, behavior signals matter. A lot. Gone are the days of keyword-centric intent. Content and ads optimized solely around query text may become less predictive of real user goals. Instead, marketers should begin thinking about behavioral data (i.e. how users scroll, click, and navigate), not just what users are searching.

On that note, content should be built to solve user problems at every step of their journey, even anticipating intent before users can express it. With first-party analytics and tighter privacy measures growing increasingly popular, marketers should rely on contextual signals to model intent in lieu of third-party data.

While Google’s research doesn’t monumentally change strategy, it does highlight the direction of AI search – to read behavior and predict why users are engaging. You should be doing the same to ensure your brand is keeping up with search and discovery efforts.

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