In this webinar recording, Acquisio’s Marc Poirier and Hanapin’s Jeff Baum will discuss what’s happening with AI and machine learning today, tips to use them to your advantage, and what will be happening in the future.

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&
How AI & Machine
Learning Will Impact
Paid Advertising
HOSTED BY:
&

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Presenters
Marc Poirier @marcpoirier
– Founder and CEO of Acquisio
– Named one of the top 25 most influential PPC
experts
• Jeff Baum @jeffbaum71
– Associate Director of Services at Hanapin
Marketing
– PPC Hero Blogger

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– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?

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Our Clients

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– Based out of Montreal and recognized
internationally as the leading name in PPC
management software and optimization
– The first SaaS company to apply advanced
machine learning technology to paid advertising
– 2.5 million campaign adjustments per day for
400 clients running over 300,000 campaigns
– Campaign managers spend 65% less time on
performance with our award-winning machine
learning martech
Who is Acquisio?

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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What is the
difference between
Deep Learning,
Machine Learning
and Artificial
Intelligence?
What is Intelligent MarTech?

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1. The amount of data
available
2. Computing Power
3. R & D
Voice recognition, image
recognition and tools for
translation are paving the
way
The Evolution of AI: Why Now?

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AI Transforming Marketing Tech

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Machine Learning Wins
PPC accounts using
machine learning saw
drastically better
results than those that
didn’t.
Machines work faster,
“smarter” and never
get tired.

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Machine Learning at Acquisio

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Machine Learning at Acquisio

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It’s All About The Signals!

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Bidding Wit Da Machine

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Ecpc Bidding

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● Increase bids up to 30% or down up to 100%
● Conversion tracking must be installed
● Adwords is using machine learning to study
auctions
● Based on device
Ecpc Bidding

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Target CPA Bidding

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● Complex algorithms crunching data in real time
● Machine learning & predictive bidding
● Need conversion tracking
Target CPA Bidding

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Target ROAS Bidding

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● NOT recommended to set bid limits for target
ROAS. Limits ability for Google to optimize
● Uses real time signals (device, browser, time of
day, etc)
Target ROAS Bidding

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Smart Display Campaigns
● Combines assets,converts into
ads & automatically resizes.
● Automatic targeting.
● Optimize based on best
performing combination of
images & text.

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Smart Display Campaigns
● Giving up manual bidding.
● Giving up device targeting.
● Giving up manual targeting &
ad creation.

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Smart Display Campaigns

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Smart Display Campaigns
● Consider structure.
● Letting system learn.
● Incremental changes.

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Smart Display Campaigns

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Smart Display Campaigns

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Smart Display Campaigns

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Ad Rotation

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Ad Rotation Settings

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Ad Rotation Settings & How They Drive Performance
● Split testing opportunities
● Leverage data signals to drive performance
● Traffic quality insights

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The Future of AI and MarTech

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Offers!
A. Get 10% off a 1 year license of Acquisio’s Machine
Learning MarTech. Get your demo today!
B. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)
C. Both
D. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Acquisio Feedback: marc@acquisio.com