This case explores how Läkare Utan Gränser (MSF), a global humanitarian organization, optimized its digital advertising. MSF needed to improve its Google Ads to reach more people, personalize messaging, and quickly react to crises. To achieve this, they sought a solution to automate campaigns, enhance targeting and in the end – save more lives.
MSF needed to enhance the effectiveness of its Google advertising to better support its work. This involved improving targeting, personalization, and responsiveness, while reducing manual effort and costs. They also needed a way to quickly adapt their messaging during crises.
The approach was to implement Ad-Machina, an AI-driven platform that automates and optimizes Google Ads. This platform allowed for: Precision targeting by matching ads to specific URLs based on search intent. Hyper-personalization of ads at scale. Automated campaign management and optimization. The use of a “Crisis Feed” for rapid ad updates during emergencies.
Implementing Ad-Machina led to:
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