A digital advertising agency struggled to improve click-through and conversion rates for the ad extensions it created for its customers. Its existing manual process, as well as the efforts to keep pace with customers’ dynamic web content and the constant monitoring added to the challenge and hampered speed to market. The agency engaged Cognizant to improve its campaign conversion rates.
The manual process the agency initially followed included writing compelling call out text and maintaining word counts, character limits and the number of extensions added. Adhering to the inconsistent ad extension platform guidelines resulted in a slow process.
Cognizant's media & entertainment automation experts designed an automation tool to create ad extensions that feature deep learning-based natural language processing (NLP). Based on Python, this tool helps determine the best ad placements for each customer’s website, improving productivity and effectiveness. The solution includes five key components:
Based on artificial intelligence (AI), the new solution has helped enhance the performance of ad extensions across a large number of websites and improved the productivity of campaign managers by 50%.
Cognizant’s AI-based solutions and integration of advanced analytics into the agency’s existing manual process has helped the company not only improve campaign managers’ productivity but also increase ad extension effectiveness by 10%. The solution’s scalable and reusable methodologies and algorithms can be used in multiple NLP scenarios.
productivity gains
accuracy of deep learning algorithm
increase in click-through rates
