Using AI and machine learning, WordStream helps advertisers save time with automated workflows and AI-driven reporting on digital campaigns such as Google Ads and Facebook.
Using WordStream, marketers save both time and money when running paid campaigns — ultimately improving their advertising results.
We spoke with WordStream Lead Acquisition Director Tony Testaverde to learn more.
In a single sentence or statement, describe your company.
WordStream brings the power of online advertising to organizations of all sizes.
How does your company use artificial intelligence in its products?
WordStream uses algorithms and machine learning to generate simplified and actionable suggestions to optimize Google Ads, Microsoft Ads, and Facebook campaigns.
What are the primary marketing use cases for your AI-powered solutions?
WordStream helps businesses generate more leads to smart, cross-platform campaign optimizations.
What makes your AI-powered solution smarter than traditional approaches and products?
WordStream's AI-powered solution saves marketers both time and money while also improving their lead volume and overall sales. Most customers see a significant uptick in lead volume while reducing their time needed to learn the native advertising platforms.
Are there any minimum requirements for marketers to get value out of your AI-powered technology? (e.g. data, list size, etc.)
Clients need to have $750+ a month in advertising spend in order to have enough data in their accounts to be actionable.
Who are your ideal customers in terms of company size and industries?
WordStream’s ideal customers are small to mid-sized businesses, such as agencies and advertisers. We work with companies who have anywhere from five employees all the way up to hundreds of employees. However, we do not service many enterprise level customers.
WordStream does well in a wide variety of industries, but performs particularly well with home services, doctors, lawyers, dentists, healthcare and wellness, software and tech, and agencies.
What do you see as the limitations of AI as it exists today?
A lot of systems still require a significant amount of human touch and correction to be successful, this is why WordStream's platform continues to put the power in the hands of the marketer to review suggestions to ensure they align to larger business goals.
What do you see as the future potential of AI in marketing?
Automation will continue to significantly improve at an exponential rate. Marketers will have more time to focus on creative thinking while allowing AI to take care of optimizations that involve data sets.
Any other thoughts on AI in marketing, or advice for marketers who are just starting with AI?
Continue to leverage AI, but do not “set it and forget it.” Marketers need to look beyond conversions and consider their larger businesses economics such as customer lifetime value and customer acquisition cost.
Paul Roetzer is founder and CEO of Marketing AI Institute. He is the author of Marketing Artificial Intelligence (Matt Holt Books, 2022) The Marketing Performance Blueprint (Wiley, 2014) and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing AI Conference (MAICON).