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Thriving in an AI World: Tips for PPC Professionals
- 1. Thriving in an AI World: Tips for PPC Professionals With Jeff Baum and Frederick Vallaeys
- 2. Presenters Jeffrey Baum ● Director of Services at Hanapin Marketing ● @jeffbaum71 Frederick Vallaeys ● CEO at Optmyzr ● @siliconvallaeys
- 3. HELLO! I am Frederick Vallaeys, Cofounder of Follow @SiliconVallaeys or read my blogs on Search Engine Land 3
- 4. About Hanapin Hanapin also produces PPC Hero and Hero Conf The digital marketing experts who create unique solutions to empower you to be the hero at your business.
- 5. Join the Conversation Include the hashtag #thinkppc in your Twitter tweets, or use the webinar question box to send us questions.
- 6. How much are you currently using automation/AI? A. I use most available automation features. B. I use a balanced mix of automation and manual features. C. I rarely use automation
- 7. AI is 50+ years old. Why is it a big deal today? 2019 20031950s 1960s 1970s 1980s 1990s Moore’s Law: Performance doubles roughly every 2 years
- 8. Machines don’t need us anymore Machine learning can now learn without the input of human experts AlphaGo Year 2016 Technique Studied 100,000 human games Time Months Cost ~$250 million Outcome Beat the world champion 4-1 AlphaGo Zero 2017 Played against itself 30 million times Days ~$25 million Beat AlphaGo 100-0
- 9. But we’ve seen this before... In 1997, world chess champion Garry Kasparov is defeated by Deep Blue, IBM’s supercomputer...
- 10. -Garry Kasparov AI Alone Is Not the Answer “A supercomputer like Deep Blue was no match for a strong human player using a relatively weak laptop.”
- 11. 3 Roles of Human PPC Experts
- 12. “PPC Doctors” Prevent bad interactions, e.g. Smart Bidding with Last Click Attribution
- 13. “PPC Pilots” Methodology: http://bit.ly/rsa-inventory Monitor Automations e.g. Are Responsive Search Ads competing with better expanded text ads?
- 14. “PPC Teachers” Business data: e.g. promotion schedule Smart Bidding Teach the machine e.g. tell Smart Bidding to expect a flash sale
- 15. Automation Strategy 2 Levels of automation
- 16. Each platform has its own tools to automate account management Level 1: Automate the PPC Engines ● Smart bidding ● Smart campaigns ● RSAs ● Close variants ● Similar audiences ● Bumper ads
- 18. Level 2: Automate your process Results will be better when a human works together with the engine’s automations
- 19. Not Every Automation Has to be AI “Automating Google Ads is not the exclusive domain of Google. You can automate things too!”
- 20. Automation Layering If you can write down your process, you can automate it!
- 21. Your Automation Controls Google’s ML Your automation could be as simple as an automated rule that sends an email if some condition goes out of bounds
- 22. Tools to Create Your Own Automation Solution Cost Benefits Ad Scripts Low start-up cost Ongoing maintenance cost Great for prototyping Quick to build something new Can be used by tech-savvy marketers API Higher start-up cost Ongoing maintenance cost Requires engineers Scalable Reliable Full-featured 3rd Party Tool Ongoing license cost No maintenance fees Plug-and-play Newest best practice are automatically added
- 23. Targeting: Take control over close variants 23
- 24. 2018 Close Variants: Same meaning for exact match 2017 Close Variants: Word order and function words 2010 Modified Broad Match 2014 Close Variants: Typos, Plurals, Stemmings Google Ads Match Types Timeline 2019 Same-meaning close variants for PM, BMM
- 25. Get the code: http://bit.ly/CloseVariants Use Ads Scripts to Automate Close Variant Monitoring
- 26. Automatically Remove Bad Close Variants Could we enhance this reporting script so it automatically adds negative keywords for bad close variants? ● When the query underperforms the keyword ● When the query is too different from the keyword
- 27. Google Ads Scripts to the Rescue 1. Copy the code that someone else already shared 2. Make your own customizations 3. Put your new custom automation on auto pilot Here’s the code to add a negative KW to an ad group: >> adGroup.createNegativeKeyword(“a new broad negative keyword”);
- 28. Levenshtein Distance A numerical score of how close the query is to the keyword. Add one point for every: ● letter that is changed ● letter that is deleted ● letter that is added A bigger score means a bigger difference PAJAMAS 0 PJAMAS +1 PJMAS +1 PJAS +1 PJS +1 = 4 Example: What’s the score to go from pajamas to pjs How to Determine How Different a Close Variant is?
- 29. Fix Close Variants With ‘Automation Layering’ Exact Match Close Variants Rules Based Negatives The Problem: Eliminate undesirable Close Variants The Solution: Add an automated rule that adds negative kws
- 30. The PPC Manager Role is Evolving Transition to a role that complements, rather than competes with automation Pre 2019 ● Crunching numbers in spreadsheets ● Making manual changes in slow tools 2019 and beyond ● Setting Goals ● Picking automations ● Teaching the machines ● Monitoring automations ● Leveraging insights across platforms ● Troubleshooting
- 31. Learn more in my recent book, available on Amazon for Kindle and in print
- 34. Why is it so Important to be Strategic?
- 35. Understand the Situation Create your Vision & Mission Build your Approach Define Goals & Objectives How to Create Strategy in 4 Easy Steps
- 36. SWOT: Effective Tool for Creating Strategy
- 38. Creating Your Own Customer Journey Map Your Ideal Customer Customer’s Goals Conversion Path Your Marketing Channels Your Data Conversion Obstacles
- 39. Tips for How to Act Strategically in your Day to Day ● Figure out what’s working & double down. ● Figure out what’s not & fix or eliminate. ● Determine your gaps & fill. ● Figure out what’s next.
- 41. RTLS Strategy Execution: Research
- 42. RTLS Strategy Execution: Test
- 43. RTLS Strategy Execution: Learn
- 44. RTLS Strategy Execution: Scale
- 46. Tips for Being a Great Business Storyteller ● Use results to communicate learnings. Be visual! ● 80% focus on the future (What could it look like? What’s the opportunity? What’s needed to get there) ● Make emotional connections.
- 47. For our webinar attendees today: A. I’d like to be entered to win a Kindle code for Fred’s book. B. I’d like information on Hero Conf. C. I’d like an early release of the State of PPC report. D. All of the above. E. No, thanks.
- 48. Questions? Join us on Slack!
Editor's Notes
- Freds Book: Digital Marketing in an AI World: Futureproofing your PPC Agency
- Stephanie Hanapin Marketing is an industry-leading digital marketing agency. We focus on complex businesses – meaning we manage campaigns for multiple brands, regions, and/or service lines - and increase their market share by finding and executing new opportunities. Our solutions include paid search, paid social, shopping, and programmatic. If you want to learn more about how we serve these types of businesses, you can go online to www.hanapinmarketing.com/complex-businesses. In addition, we run the world’s most popular PPC blog, PPC Hero and conference series, Hero Conf.
- 4R/T Mars → 1-way Neptune, 5th farthest planet
- Teams of human plus machine dominated even the strongest computers... a chess-specific supercomputer like Deep Blue was no match for a strong human player using a relatively weak laptop.
- Teams of human plus machine dominated even the strongest computers... a chess-specific supercomputer like Deep Blue was no match for a strong human player using a relatively weak laptop.
- The real value PPC professionals bring is their ability to be strategic. Only a human can take the vast amount of data available and turn it into a money making plan of action.
- A plan of action to achieve an overall aim An overall approach. Strategy determines the types of tactics to be employed and in which manner to utilize those tactics
- Low hanging fruit is gone. There’s no more ‘easy wins’. Complexity of marketplaces, businesses, & ppc Stakeholders want learning’s they can apply across all their digital marketing channels.
- Gather the facts. What’s happening both internally & externally that’s affecting performance How do you want to approach your ppc? Are your goals and objectives clear and easy to understand? Create your plan accordingly
- What is your organization/client strong at? What can be leveraged? Where are their weaknesses? Product? Skill gaps? Market positioning? Where are the opportunities for growth and improvement? What’s in the way? What are the showstoppers?
- One of the biggest hurdles to being strategic is not having a full understanding the customer journey. Do you fully understand both your customers internal journey from consideration to conversion and how they’re interacting with the experience your creating for them? Creating a customer journey map allows you to see your business from your customer’s point of view and how they’re behaving at various points throughout the conversion process. By creating a picture of what your customer’s journey looks like and how they’re interacting within each stage of it, you can prioritize and optimize your marketing channels and the relationship between them accordingly.
- Here’s a diagram of of the key elements of a customer journey map and how you go about putting one together. •Create your ideal customer based on key facts and research available to you. For instance, based on research and data is your ideal customer females 35-44 who are moms that work full time, love to cook, and workout? •Your customers goals. Understanding what their goals are. What do they want out of their customer journey? Is it just to buy something or create a relationship with a brand? Are they counting for your brand or service to be there for them? •What’s their conversion path? How do they get from point A-B. What marketing channels are they using and how are they’re expectations when interacting with these channels? Your analytics should be able to tell you this. •What’s the roadblocks to conversion?
- Tips for conducting yourself and communicating strategically.
- A plan without execution is just empty words.
- The RTLS approach: We use this approach at Hanapin but you can adapt to your specific needs. https://www.hanapinmarketing.com/what-we-do/our-approach/
- The RTLS approach: We use this approach at Hanapin but you can adapt to your specific needs. https://www.hanapinmarketing.com/what-we-do/our-approach/
- The RTLS approach: We use this approach at Hanapin but you can adapt to your specific needs. https://www.hanapinmarketing.com/what-we-do/our-approach/
- The RTLS approach: We use this approach at Hanapin but you can adapt to your specific needs. https://www.hanapinmarketing.com/what-we-do/our-approach/
- Simply, stories are very engaging. Whether you are using a story in a pitch, an advert etc, you are less likely to lose your audience's attention. This is why public speakers frequently begin presentations with stories. Stories are also highly structured forms of communication so they help with the audience's understanding. A key part of your role is to communicate what the ppc program is all about. The better you can tell the story of ppc, more influence you’ll garner. The more influential you are, the more budget your liable to win. This puts you in a position to be more innovative and to be more equipped to push the boundaries of success. The more you can successfully push the boundaries of success, the better positioned you are to accelerate your career.
- High level stakeholders are future focused and want to learn. You can communicate results in written form. However, to tell a more powerful story, use results to explain what’s been learned, what the future could look like, and connect to your stakeholders emotionally. By finding the triggers that make that make your stakeholders react positively towards you, the more you’ll be able to accomplish.
- Jeff Hero Conf: You can sign up to receive emails with more information about Hero Conf. We have a conference in London as well as the US - the 2020 conference is slated for Austin. Fred will actually be presenting at this year’s Hero Conf London. State of PPC report: You can also register to get an early release of the State of PPC report. This is an annual report from Hanapin Marketing that combines data from hundreds of digital marketers about the current and future landscape of paid advertising.