How AdLingo Lets Brands and Consumers Talk Up a Storm

Everyone has a favorite barista or retail associate who knows how to make the perfect recommendation. These essential workers we meet in our everyday lives are attentive to our needs and work with us to find the best solution. 

But while traditional advertising strives to anticipate how consumers are feeling, the one-size-fits makes it difficult to truly offer that level of helpfulness at scale. So, what if you could converse with an ad just like you would with a person? With AdLingo, you can.

Always-On Conversations at Scale

Developed in Area 120, Google’s in-house incubator, AdLingo enables brands to embed conversational assistants (like chatbots) within display ads. These ads are distributed on Google partner inventory by Google Display and Video 360, reaching users across the web and within web apps. The conversational platform offers brands a simple way to adopt an “always-on” customer acquisition model that engages users while they browse online, ready to meet their needs wherever your audience may find a display ad.

Quick to implement, they offer personalization at scale by asking users directly about their needs and preferences and dynamically providing relevant information based on the user’s inputs—making AdLingo a great way to qualify leads and gain insights on your target audience. This level of personalization also makes the format more engaging, with users spending about one minute and 17 seconds on average in conversation with the bot, according to January/December 2020 average results from AdLingo.

Continuously Improve Charisma—and Effectiveness

AdLingo ads are relatively quick to produce and scale up, going from idea to launch in only four to six weeks. But it’s important to understand that AdLingo campaigns are most effective when optimized over time, continuously enhancing the user experience. By measuring conversation, engagement, depth of outcome and more, brands can A/B test on the fly to identify how different copy or logic variations perform. Constant iteration makes it easier for users to find the best solution for their needs and take the intended action, like visiting a landing page or converting.

Best Practices for Your First AdLingo Experience

Because an AdLingo campaign should be continuously optimized to better meet consumers’ needs over time, it’s ideal to let one run for two or three months at minimum. This is critical to ensure your campaign has enough time (and engagement volume) to accurately assess performance and optimize. And due to the format’s always-on acquisition model, AdLingo should ideally support a larger campaign than stand on its own; apply measurable insights from AdLingo conversations to optimize the broader campaign.

As for the user experience, start the conversation off with a compelling hook that engages the user. Focus on empowering questions rather than taking a negative tone, and make it clear that the user is talking to a virtual assistant, not a real person. And while open dialogue is supported by the format, pre-written responses help direct the consumer and make it easier for users to answer quickly.

How Nespresso Brewed a High-Performance Bot

When Nespresso wanted to convince customers to consider Nespresso as a one-stop destination for holiday-season gifts, the coffee brand partnered with AdLingo and MediaMonks to build a display ad that would help consumers in the US and the UK discover the perfect gift. Much like a personality quiz, the chatbot asked users a series of questions that identified the best gift for their chosen recipient and budget, boosting the perception of Nespresso as a premium gifting option.

The brand lift study ran in the UK showed a 119% significant lift in ad recall and a 75% lift in brand consideration compared to top three competitors¹. 0.43% of impressions led to engaged conversations² in the UK, and 15% of engaged users across both countries answered all six criteria questions to receive their personalized recommendation. “The new AdLingo Ads proved a powerful solution to connect in a personalized way and at scale with consumers and position Nespresso as a great gifting option,” says Paulo R. Dias, Nespresso Global Brand Campaigns Manager. “Our global AdLingo pilot developed with MediaMonks has demonstrated strong results and impact on brand perception, that go beyond our existing channels.”

With AdLingo, brands can achieve great results from simple yet highly engaging experiences. By offering personalized and attentive service anytime, anywhere, the scalable format helps users quickly find the product or info they need—leaving them better equipped to convert. Likewise, AdLingo serves as another channel brands can draw from to capture insights that help them better understand their audience’s needs.

¹ Brand Lift Study run on mobile app among people who engaged with the ad.
² Users that engaged in the chat for 1+interaction
All sources; internal data AdLingo and Nespresso.