Amanda AI has launched in Australia, and plans to help brands and retailers significantly enhance their investments in Google-based search marketing.

Amanda AI, which was created in Sweden almost three years ago, is an artificial intelligence-based platform that enables companies to optimise their Google search and shopping campaigns by applying machine learning software to campaign management, the company said in a statement.

Amanda AI’s core offering is to maximize the outcome of the marketing on Google’s advertising and search channels, with the Swedish-based arm of Amanda AI undertaking campaigns for Hertz, Xerox, Logitech, Jaybird, Gina Tricot (fashion) and Atea (IT solutions).

The company claims to have produced a five-fold increase in return on investment for many of its clients, with the Amanda AI business working by undertaking an exploratory audit for any company that runs search marketing and enabling them to access the platform via a self-service model.

Amanda AI focuses on working with retailers and other businesses who have large product sets and need to effectively manage the ‘long tail’ of their product catalogue, the company said.

Amanda AI automatically indexes customers’ pages and picks up information about, for example, URLs, products and words, and enters the information into a data model.

That data is then fed into the Google keyword bidding program and optimises paid media campaigns.

“Humans aren’t equipped for long tail optimisations,” Ben Taylor (pictured, right), managing director of The Innovation Chapel, a technology design studio, which has partnered with Amanda AI to bring the company to Australia, said in a statement.

“We are fixing the problem of managing the Google marketing platform by providing an AI-based approach to keyword optimisation and search marketing.’’

Amanda AI calculates, based on the probability of a consumer undertaking a transaction online, what price a company should pay for the click, defines its target audience, and adjusts bid prices for future ad spend.

Taylor said digital e-commerce had exploded this year amid the pandemic, and businesses needed to evolve their digital marketing practices.

Amanda AI aims to improve the effectiveness of paid advertising, he said.

“Google ads used to be a channel surrounded by a lot of administration and was difficult to get profitable in a low-margin industry,” Taylor said in a statement.

“We use machine learning to find out the best approach for you. And then we put it to instant action, automatically.”

He added: “We believe the average customer can spend over 60 hours a month trying to optimise their advertising on Google. We can handle one million customizations a month and save time, money, and work resources for businesses by providing an automated machine learning approach to paid media.”

Taylor is an advertising and media industry veteran, who has previously worked in strategy roles in the UK and Australia. His business partner in Sydney is Jonas Lembke (pictured, left), who has held senior creative director roles in the advertising industry, including BBDO Proximity in the Nordics region.

The Innovation Chapel is a technology and design company based in Stockholm and Sydney that innovates new products, services, and customer experiences for organisations that include Westpac, Nespresso, fashion retailer Thernlunds and electronics manufacturer Elko.