Sign in with Google AI is accelerating change and your business will need more than key consumer insights to unlock profits at speed.
Knowing how to swiftly optimise those insights for results is essential because consumer journeys today are dynamic and not easy to predict.
Leading businesses in Southeast Asia like Grab and Shopee have successfully optimised for performance with AI-powered campaigns.
They’re using the best AI models and app marketing strategies to know their users and accelerate the customer journey from discovery to decision.
The result is valuable customer growth, via their apps, at a lower cost of acquisition. Here’s how they’re doing it and how your business can too.
With millions of users in Southeast Asia, Grab knows what fuels its growth — greater customer engagement and recurring use of its app.
Its marketing efforts therefore include acquiring and retaining valuable users who transact frequently. To optimise engagement with those users, understanding their behaviours is important.
For that, Grab uses Google Analytics 4 Audience Trigger. It turns complex user behaviours into events that fuel the optimisation of its AI-powered campaigns, such as App Campaigns for engagement.
To measure the business impact of its optimised campaigns, Grab uses Ads Data Hub.
The privacy-centric analytics hub lets Grab integrate its event-level Google media data with various first-party data sources to generate an analysis efficiently.
As a result, Grab is able to determine that its optimisation strategy, which it first implemented in Indonesia, contributes to a 19% increase in high-value daily transacting users and a 9% lower cost per acquisition.
Given its success, Grab is scaling that AI-powered optimisation strategy to other markets to drive growth and profits.
Already a leading e-commerce platform in Southeast Asia, Shopee continues to explore ways to reach more consumers efficiently.
Its strategy: know its audience so well that it can find similar users who’re likely to convert, and drive that desired outcome at speed and scale.
For that to happen, given its millions of app users, Shopee uses the AI-powered App campaign for install (ACi) and the audience signals feature.
The audience signals feature lets businesses optimise their ACi campaign for performance by providing additional insights about the type of users who’re most likely to install their apps. Those signals fuel the AI-powered campaign to better reach users likely to convert.
One source of input Shopee uses for its audience signals is its consented first-party data.
It also works with Google to generate additional signals of its potential users by tapping into Google’s custom audience insights solution and Gemini. The generated insights span the potential users’ demographics, interests, apps or websites they might also use, and what they’re actively researching.
The robust audience signals expedite the initial learning phase of the AI-powered campaign and this drives faster optimisation, improved conversion volumes, and lower cost per acquisition.
The results of Shopee’s AI-powered ACi campaign is 46% lower cost per install and 54% lower cost per registration at 2X scale.
The bottom line: Consumer journeys today are dynamic and not easily predictable, but AI-powered ads campaigns let businesses take the guesswork out of reaching users likely to convert.
With the best AI models powering their advertising campaigns, businesses help potential customers get from discovery to decision faster, and also drive returns at speed and scale.
