This case study explores the application and benefits of Dynamic Keyword Targeting (DKT) technology, highlighting its ability to optimize Cost-Per-Click (CPC) performance. Unlike conventional Google keyword advertising, our AI-driven DKT technology analyzes and predicts audience interests based on keywords from recently browsed articles. This enables precise audience identification and ensures advertising dollars are spent more effectively.
Traditional Approach
In traditional advertising setups, keywords were often chosen based on assumptions about target users or product features. This approach inherently limits audience reach due to human-imagined constraints.
With the advent of DKT, AI models analyze advertiser-provided keywords, identify audiences who have browsed related content, and predict their current interests. This predictive capability allows advertisers to connect with users who are actively searching for products or services, expanding the potential audience pool.
Example:
For a product like a brand-specific foundation (e.g., Brand A), traditional methods would focus on Brand A’s unique selling points and competing products (e.g., Brands B, C, D). However, human imagination often restricts the scope of potential audience keywords, leading to limited reach.
New Insights with DKT
With DKT, AI expands the audience identification process outward in concentric layers. For instance, after analyzing Brand A and its competitive landscape, the model may identify unexpected yet highly relevant audience segments. Keywords like “eco-friendly products” or “orthodontics” could emerge as signals of interest in the foundation, even though they appear unrelated at first glance.
Case Study: High-End Beauty Treatment Campaign
In one real-world example, a campaign for high-end beauty treatments initially targeted audiences with assumed interests in medical aesthetics, luxury goods, and shopping. However, DKT revealed surprising insights:
Keyword Analysis
The most engaged audience segments frequently interacted with keywords related to travel, health, beauty, fashion, and shopping. Surprisingly, medical aesthetics keywords were underrepresented, while health-related terms dominated.
Performance Metrics
Advertising groups utilizing DKT consistently outperformed those with standard keyword targeting. For instance, CPC in the “style and fashion” segment was 25.2% lower than non-DKT campaigns.
