The AI Week case

Maximizing conversions with Meta’s optimized targeting

How We Exceeded Goals with +400% Conversions in half the time (and Generated +30k Impressions by Leveraging Targeting Options to Our Advantage).

Overview

Snapshot:

“AI Week” is the biggest Italian event dedicated to AI and aimed at managers, startuppers and entrepreneurs whoquella è l’intenzione want to learn more about Artificial Intelligence to understand how to adopt it in their companies.

The format was conceived by AI Spiegata Semplice (AI Explained Easily), the first community in Italy founded by Pasquale Viscanti and Giacinto Fiore, who are dedicated to popularizing topics related to machine learning technology in a simple and clear way. In April 2024, the fifth edition was held in Rimini.

Servizi offerti:Digital advertising

Challenge

Artificial intelligence is among the most popular buzzwords of recent years: everyone talks about it, few really know how to exploit its potential Meanwhile, the AI market continues to grow, increasing by 52% in Italy in 2023 and reaching a total value of 760 million euros (source: Digital4).

However, connecting with the companies developing these technologies is becoming increasingly difficult, as is understanding the technologies themselves, which evolve rapidly. IA Spiegata Semplice addresses this by debunking myths and making AI accessible to everyone.

Pasquale and Giacinto created AI Week, an event that bridges the gap between AI developers and companies wanting to adopt new technological tools but don’t know where to start. In preparation for the fifth edition, IA Spiegata Semplice chose Visio Digital Partner to amplify its voice and enable more people to connect with tech industry decision-makers.

Solution

Leveraging new targeting options

For an event like AI Week that celebrates AI, we couldn’t miss the opportunity to utilize AI technologies to their fullest in our marketing strategy. The key to our success was integrating Meta’s detailed Advantage targeting with the Advantage+ Shopping Campaign strategy.

Meta’s detailed Advantage targeting was crucial for enhancing our campaign performance. This technology allowed us to reach a broader audience than initially defined, dynamically expanding the target to include better-performing opportunities identified by the system.

Unlike other techniques, this expansion didn’t affect location, age, gender, or language targeting choices, enabling us to maintain precise control over these parameters.

At Visio Digital Partner, our designers collaborated with the marketers from the growth team to develop an effective strategy from which to start, creating numerous creatives with the aim of increasingly optimizing scaling.

Implementation

A Team Effort

Our marketing team designed an innovative strategy based on creating 150 different creatives (reminder: without Adv+, it’s not possible to leverage such a large number of creatives and scale), continuously testing to optimize results. This approach allowed us to quickly identify the best-performing combinations of graphics, formats, and copy, achieving scaling goals faster.

Our team’s ability to leverage Meta’s tool created a significant difference compared to simply using Advantage+ as beginners. The trick lies in the strategy. Combining the team’s analytical skills with Meta’s advanced technologies enabled us to reach and exceed objectives in half the time than initially predicted.

1. Analisi

Starting point

We studied and analyzed the partner's current state, proactively discussing past editions. To improve campaign performance, we chose several channels to operate on, including Meta, Google, and LinkedIn.

2. Strategia

Smart experiments

After the testing phase, we identified the ten best-performing creatives with a lower CPA, thanks especially to Advantage+ Shopping, which uses machine learning algorithms to create ad combinations and optimize settings and performance.

3. Sviluppo

Strategic turnaround

The channel and best-performing campaigns led us to the breakthrough. Using the partner's graphic material, we generated new creative, optimizing performance and scaling it up until the goal was reached (and exceeded).

4. Monitoraggio

Continuous optimization

Throughout the collaboration, we analyzed performance metrics and conversion rates, adjusting budgets and advertising campaigns as needed to maximize returns.

Powered by AI for AI

Thanks to the synergy between our marketing team and Meta’s advanced technologies, we achieved extraordinary results:

+437,01%

conversions vs. ed. 2023

+739,47%

conversions on Meta

-37,34%

CPA vs. ed. 2023

+30.000

impressions generated

Our activities involved:

Adapting Advertising Content to Target and Context

Online advertising content must consider the target’s interests to be truly relevant and generate interest.

With AI Week, we demonstrated that with the right content created through the synergy between AI and human creativity, it’s possible to reach a huge and qualified audience.

Optimizing the advertising budget by channel

Digital advertising amplifies all your activities. Each channel has its own rules, which, if known, can help achieve goals even sooner than expected, as in this case.

Monitoring results and interpreting them is crucial to avoid waste, improve profits, and amplify returns even on activities you didn’t think were influenced by advertising.

Conclusions

Our strategy delivered the expected results in 50% less time than predicted.

The combination of our marketing team and Meta’s technology showed that with strategic planning and advanced tools, it’s possible to surpass business goals and gain a significant competitive advantage.

Experimenting to Exceed Expectations.

And Repeat All Over Again: This is our philosophy and the approach we apply to our projects. No magic formula, just the pleasure of a strategy that delivers tangible results. Only Visio Digital Partners.

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