Marketers often miss opportunities by reacting to past performance and short-term goals. For example, a mortgage lender bidding on high-performing queries like 'mortgage' may miss leads from less obvious queries like 'how to buy a home'. Google announces Smart Bidding Exploration, its biggest bidding update in over a decade, which uses flexible ROAS targets to bid on a wider range of unique categories.
This allows Google AI to find new qualified leads. Campaigns using it see an average 18% increase in unique search query categories with conversions and a 19% increase in conversions.
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AdjustHow are LLMs transforming mobile user acquisition? | Adjust
LLMs like ChatGPT and Gemini are reshaping mobile app discovery, with traditional search volume expected to decline 25% by 2026. These AI platforms act as answer engines, delivering direct app recommendations to users. For ad ops, this shift requires optimizing for LLM visibility through structured content and reputation management. While native ad formats are in early testing on platforms like Perplexity and Gemini, early adoption can secure high-intent placements. Marketers should track AI-driven traffic and align discovery strategies across ASO, SEO, and LLMs to stay competitive in an AI-first environment.
AppsFlyerUnlock the value of web-to-app
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
MintegralSmart Bidding After CPI? Here's What You Really Need to Know
Mintegral's Smart Bidding uses ML to optimize for ROAS or CPE, not just CPI. It's for apps of all sizes, not only large ones. You can run CPI and Smart Bidding together. Check readiness with event data, then pilot tROAS or tCPE. Results include higher conversions, lower cost per event, and improved ROAS with less manual effort.
TikTokFuel discovery and engagement with Branded Buzz and Search Hubs
TikTok's Branded Buzz and Search Hubs enable brands to turn passive discovery into active exploration. Branded Buzz leverages creator content for massive organic reach, while Search Hubs capture high-intent search demand with customizable brand destinations. Keyword Amplifier bridges awareness and search engagement. L'Oréal's campaign achieved 7.5x more organic views, 2.9x uplift in search volume, and 1.9x benchmark for keyword-amplified searches. For ad ops, this bundle drives scalable, measurable mid-funnel performance.
AdjustHow AI is transforming personalization in mobile marketing | Adjust
AI personalization is now essential for mobile marketing, with 71% of consumers expecting tailored experiences. This article outlines how AI enhances audience intelligence, creative personalization via DCO and GenAI, engagement timing, and measurement. Marketers should start small with focused A/B tests, prioritize user value, and collaborate across UA, CRM, and product. Key challenges include privacy, overpersonalization, and model bias. Adjust's Growth Copilot offers AI-driven analytics to streamline decision-making.
MetaMeta Advantage+ explained in two minutes
Meta Advantage+ suite uses AI to automate ads, reducing cost per result by 5% with opportunity score recommendations. End-to-end tools like Advantage+ sales, app, and leads campaigns lower CPA by up to 10%. Single-step solutions include Advantage+ audience (7% lower CPA), placements, campaign budget (4.6% CPA decrease), creative (11% higher CTR), and destination (29% incremental ROAS with Shop ads). For every dollar spent, advertisers generate $4.52 in revenue, a 22% increase over standard campaigns.
AdjustBoost ROAS with mobile marketing automation | Adjust
Mobile marketing automation is critical for scaling ROAS by enabling real-time, data-driven campaign optimization. Key strategies include setting automation rules for bid/budget adjustments based on performance thresholds, implementing anomaly detection to prevent wasted spend, and using smart alerts for timely budget reallocation. A case study from Melsoft Games shows that automation allowed testing hundreds more creatives without extra time or cost. For ad ops leaders, the takeaway is that automation reduces manual bottlenecks, improves reaction speed, and directly boosts ROAS when integrated with attribution and analytics tools.
GoogleGoogle Marketing Live 2025
Google announces AI-powered ad innovations at Google Marketing Live, including AI Overviews ads on desktop and AI Mode, creative tools via Veo and Imagen, Smart Bidding Exploration for high-performing searches, and agentic capabilities for businesses. These updates aim to make ads more predictive, personalized, and effective, helping marketers capture opportunities in Search and YouTube.
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