“Consumer purchasing behavior has always been influenced by triggers like weather, time of day, and location. However, optimizing search is a hands-on process for marketers — it is time consuming, manual and imprecise,”said Jeremy Fain, CEO and co-founder at Cognitiv. “By tapping into unstructured data, Cognitiv Search plugs the power of deep learning into paid search, empowering brands to connect with consumers during these critical moments and increase advertising results and improve efficiency.”
Cognitiv Search launches with a feature called WeatherIntent that allow marketers to optimize bidding based on current, recent or forecast weather conditions tied to a specific location. Bid adjustments are made in real time using deep learning whenever a desired or optimal weather trigger is active, like rain, snow, extreme cold, or heat, in a particular region. Over time, Cognitiv Search will add additional optimization capabilities that automatically change bids based on keywords, devices, times of day/week/month, locations and even custom first party inputs to maximize revenue and/or clicks.
“Cognitiv is the first company to make deep learning actionable to search marketers, and Cognitiv Search allows search strategies to focus beyond the keyword and high-level audience demographics and behaviors—a much needed update for the industry,” said Kenneth Hamner, Vice President of Search Engine Marketing at Edelman. “This is a great addition to our tool set that automates tasks that couldn’t be done manually in paid search, and it allows any marketer using Google Ads to simply and easily access the power of AI-optimized advertising not native to the platform. Cognitiv Search is yet another sign that deep learning can more accurately and efficiently connect marketers with the right people at the right time with the right message.”