In the competitive world of digital marketing, especially within the life sciences sector, staying ahead requires not just understanding your own strategies but also those of your competitors. The Google Ads Transparency Center offers a wealth of information, but manually analyzing this data is labor-intensive and inefficient. Recognizing this challenge, we set out to automate the process. By leveraging advanced multimodal models ( like GPT-4o from OpenAI , Claude 3.5 Sonnet from Anthropic) we conducted a sample analysis on 1,000 ad images from leading companies to extract actionable insights at scale.

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Table of Contents

1. Introduction
2. The Challenge of Manual Analysis
3. Our Automated Approach Using Multimodal Models
4. Detailed Breakdown of Extracted Fields
5. Theme Analysis
6. Sample Analysis: Insights from Leading Companies
7. Benefits and Future Applications
8. Conclusion

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1. Introduction

Competitive intelligence is crucial for crafting effective marketing strategies. While the Google Ads Transparency Center provides access to competitors' ads, manually sifting through thousands of images is impractical. To address this, we developed an automated pipeline using multimodal models to process and analyze ad images from the Google Ads Transparency portal at scale.

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2. The Challenge of Manual Analysis

Analyzing competitor ads manually presents several obstacles:

• Time-Consuming Processes: Manually reviewing each ad is inefficient, especially with large volumes.
• Subjective Interpretations: Human analysis can introduce biases and inconsistencies.
• Limited Scalability: It's challenging to expand manual analysis to cover more competitors or ads.

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3. Our Automated Approach Using Multimodal Models

Leveraging GPT-4o for Image Analysis

We utilized GPT-4o, a state-of-the-art multimodal model capable of understanding both text and images, to automate the extraction of valuable information from ad images.

• Image Recognition: GPT-4 can interpret visual elements and embedded text within images.
• Natural Language Processing (NLP): It analyzes textual content for themes, sentiments, and key messages.
• Data Integration: Combines visual and textual insights for a comprehensive analysis.

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4. Detailed Breakdown of Extracted Fields

To gain meaningful insights, we defined specific fields to extract from each ad. Below is a table outlining these fields and their significance.

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Ad Content

• Headline & Description: Core messaging that highlights key offers and selling points.
• Call-to-Action: Pinpoints desired audience actions (e.g., "Learn More," "Buy Now").
• Unique Selling Proposition: What sets the ad apart from competitors.
• Pain Points Addressed: The customer challenges the ad seeks to solve.
• Tone & Emotional Appeal: The ad’s voice (e.g., urgent, educational) and emotions it evokes (e.g., trust, excitement).

Company & Product

• Company & Product Name: Identifies key players and offerings.
• Website Link: Provides quick access for further exploration.

Targeting Insights

• Target Audience & Rationale: Identifies who the ad is reaching and why (e.g., researchers, clinicians).
• Keywords & Rationale: Uncovers targeted SEO/SEM strategies and their intent.

Industry-Specific Elements

• Therapeutic Areas: Tracks medical fields mentioned (e.g., oncology, cardiology) and specific details.
• Analytical Technologies: Highlights cutting-edge tools like PCR or NGS and their applications.
• Application Areas: Identifies research or practical use cases (e.g., single-cell analysis, CRISPR).
• Diagnostic Tests: Focus on promoted tests (e.g., ELISA, liquid biopsy).

Creative Details

• Ad Type: Analyzes creative formats (video, carousel, etc.).
• Imagery Description: Captures branding elements and visual themes.

Credibility Indicators

• Statistics & Testimonials: Evaluates the use of data and social proof to build trust.

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Why These Fields?

By extracting these specific fields, we aim to:

• Capture Comprehensive Insights: Understand both the content and context of the ads.
• Identify Trends and Patterns: Spot common strategies and unique approaches among competitors.
• Enhance Targeting Strategies: Refine our own marketing efforts based on competitors' tactics.
• Facilitate Data-Driven Decisions: Make informed choices backed by structured data.

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5. Implementing the Solution: Technical Overview

We gathered 1,000 ad images from the Google Ads Transparency Center, focusing on sampling of companies across key life sciences sectors, such as Bio-Rad Laboratories Akoya Biosciences, Inc. , Natera , Guardant Health , Thermo Fisher Scientific Tecan, Integrated DNA Technologies & MilliporeSigma

Each ad image was processed using a script that utilizes GPT-4o's multimodal capabilities. The structured fields were stored in a PostgreSQL database for easier downstream analysis and scalability. We used LiteLLM (YC W23) for our LLM API and @prefect for workflow automation. @Langfuse was also used to track accuracy and identify any hallucinations.

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6. Theme Analysis

Now that we’ve structured all relevant ads into a comprehensive database, we can filter by company, product, and keywords to uncover coherent themes and strategies. This allows us to decipher how different companies are leveraging keywords, target audiences, and content to shape their messaging and drive engagement.

Here’s a glimpse of the analysis we generated by leveraging multiple ads and summarizing the insights using an LLM:

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Bio-Rad Laboratories

• Products Promoted: QX600 Droplet Digital PCR System: Emphasizes 6-color multiplexing and precise target discrimination. Digital Supermixes: Highlights high sensitivity in ddPCR assays.
• Unique Selling Propositions: Precision and Sensitivity: Offers unrivaled accuracy in nucleic acid quantification.Efficiency: Promotes fast and cost-effective solutions.
• Target Audience:Researchers and Clinicians: Focused on gene expression and oncology research.
• Pain Points Addressed: Need for Reproducible Results: Addresses challenges in advanced applications. Cost and Time Efficiency: Provides alternatives to traditional, time-consuming methods.

Guardant Health

• Products Promoted:Guardant360® CDx: FDA-approved liquid biopsy for comprehensive genomic profiling.Guardant Reveal™ MRD Test: Tissue-free ctDNA monitoring for cancer recurrence.
• Unique Selling Propositions:Speed: Provides results in under seven days.Non-Invasive Testing: Eliminates the need for tissue samples.
• Target Audience:Healthcare Professionals: In oncology diagnostics and treatment planning.
• Pain Points Addressed:Timeliness: Rapid results to guide treatment decisions.Comprehensive Coverage: Detects a wide range of actionable biomarkers.

Tecan

• Products Promoted:Spark® Cyto: Advanced live cell imaging and analysis system.Freedom EVO®: Automated liquid handling platform for laboratory efficiency.
• Unique Selling Propositions:Customization: Offers tailored automation solutions.Versatility: Adaptable to various laboratory applications.
• Target Audience:Lab Managers and Researchers: Seeking automation and precision.
• Pain Points Addressed:Manual Labor: Reduces repetitive tasks through automation.Data Complexity: Simplifies data analysis with intuitive software.

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7. Benefits and Future Applications

Efficiency Gains

• Time Savings: Automated analysis reduces processing time from weeks to hours.
• Scalability: Capable of handling large volumes of data without additional manpower.

Deeper Insights

• Comprehensive Understanding: Combines visual and textual analysis for richer insights.
• Trend Identification: Quickly spot industry-wide trends and shifts in strategies.

Strategic Advantages

• Competitive Edge: Inform marketing strategies with data-driven insights.
• Market Adaptation: Respond promptly to competitors' moves.

Future Applications

• Real-Time Monitoring: Implement continuous data feeds for up-to-date analysis.
• Customer Segmentation: Use extracted data to better segment and target customers in the life sciences space.
• Integration with CRM/ Martech Systems: Enhance marketing automation by integrating insights into existing systems.

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8. Conclusion

Automating competitive analysis using multimodal models like GPT-4 has transformed how we process and interpret advertising data. By extracting detailed insights from ad images at scale, we can make informed, strategic decisions that drive marketing success.

Ready to Automate Your Marketing Analytics?

Contact me at madan@decibio.com to learn how our solutions can help you stay ahead in the competitive landscape.