jack.tm
jack.tm
jack.tm won the Global Performance Marketing Award for Best DTC Campaign for its outstanding use of manual expertise to outperform Google’s AI-driven automation. Faced with the challenges posed by Google’s Performance Max and “black box” bidding algorithms, which often favour increased spending and inflated bids, jack.tm showcased the importance of mastering the fundamentals of Google Ads.
Through meticulous manual control, dedicated work, and strategic oversight, the campaign demonstrated that human expertise can surpass AI when used effectively. However, it also highlighted how AI and automation, when correctly programmed and controlled, can enhance efficiency and scale positive outcomes. By leveraging this balance, jack.tm helped brands overcome global challenges in Google’s automated landscape, achieving better results and cost control, making it a standout success in the direct-to-consumer (DTC) sector.
Judges Comments
“Impressive results vs targets and YoY growth due to tool innovation. A clear understanding of the use of AI and automation in enhancing campaign performance vs fully relying on it. Strongly demonstrates the need for human intervention to understand data and apply relevant strategies to drive success.”
Deep Dive / Q&A
The Global Performance Marketing Awards 2024 was held in association with ad4mat
