Best of SEJ Summit: The Future of AI: What Every Marketer Needs to Know Today

@PurnaVirji
The Future of AI:
What Marketers Need to
Know Today
Purna Virji
@PurnaVirji

• What is AI?
• 3 ways you can leverage AI
today
• Live Q&A
We’ll
review:
#SEJSummit @purnavirji

@PurnaVirji
What is AI and why should
search marketers care?

@PurnaVirji
“Computers that one day could see, hear,
talk and understand human beings.”
@PurnaVirji#SEJSummit @purnavirji

Cloud computing Powerful algorithms Big data
@PurnaVirji
Why now?

Technology that can perceive, learn, reason,
assist in decision-making, and act
to help us solve problems.
What is AI?

@PurnaVirji
We learn and
use technology.
Technology learns us
and discovers ways to be
helpful.
Answering
Coordinating
Listening
Observing
Anticipating
Essentially…

@PurnaVirji
Search is becoming more
intelligent

Search is becoming more intelligent
Positive Negative

@PurnaVirji
AI helps empower you

@PurnaVirji
AI helps empower your
customers

@PurnaVirji
3 ways you can leverage AI
*today*

1. Intelligent visuals

@PurnaVirji
Search is becoming more visual

@PurnaVirji
Typing
Images

@PurnaVirji @PurnaVirji
22.6%!

@PurnaVirji @PurnaVirji
Image search isn’t just
convenient, it allows you to
search when you don’t have the
words to describe something.

@PurnaVirji
❑ Optimize images
❑ …and feed
❑ Structured data
❑ XML sitemaps
Visual Search Checklist

2. Intelligent Audiences

Search is increasingly the
centerpiece of consumer
engagement.

@PurnaVirji
In-Market Audiences: Predictive intelligence
delivers lists of users who are ready to buy
Bing Ads predictive intelligence identifies users who have
shown purchase intent signals within a particular category,
including searches and clicks on Bing and page views on
Microsoft services.

Pre-made Audiences to choose from

“Help me increase my conversions.”
*Source: Microsoft internal data; pilot performance data from verticals including Travel, Autos and Financial
Services using “Bid Only” targeting on Bing Owned & Operated traffic, July 2017. CTR is click-through rate, and CVR
is conversion ratio.
28%
CTR*
48%
CVR*
Ads shown to In-market Audiences
saw up to a 28% greater CTR than the
same ads without In-market
Audiences.
Ads shown to In-market Audiences
saw up to a 48% greater CVR than the
same ads without In-market
Audiences.
In-Market Audiences Performance Metrics

@PurnaVirji
The Client:
Vegas.com is an online travel agency located in Las Vegas, NV
and specializes in hotels, show tickets, air+hotel packages,
and tours.
The Objective:
To incrementally boost their conversion and revenue
numbers while maintaining relative efficiency.
The Implementation
Initially rolled out as Bid Only & saw a significant lift in
performance so we then broke these out into dedicated
Target & Bid campaigns.
In-Market Audience Case Study: Vegas.com
65%Click Through Rate
30%Conversion Rate
27%ROAS
20%Cost per Conversion
The Results:

@PurnaVirji
❑ Identify
❑ Add + Bid Mod
❑ Analyze + Adjust
❑ Further expand
Audience Checklist

2.5 Intelligent automation

Optimize - Increase efficiencies
• Auto-Bidding
• Automated Extensions
• Dynamic Search Ads

3. Intelligent conversation

@PurnaVirji
Search is becoming more conversational.

Adoption rates are growing fast…
@PurnaVirji
Source: Canalys,
https://www.canalys.com/newsroom/smart-speakers-are-fastest-growing-consumer-tech-shipments-surpass-50-million-2018

@PurnaVirji
Curb your enthusiasm.

@PurnaVirji
70% of consumers have
never used voice search
to shop or search for
products. - MediaPost
Source: MediaPost,
https://www.mediapost.com/publications/article/320182/

Find local business
Find things to do
Voice search use is most common for simple informational
tasks
Order food for deliver
Search for quick fact
Make personal
appointment
Look up price
Most simple
Most complex
Current Use of Voice

@PurnaVirji
Pay attention to featured snippets

@PurnaVirji
And to descriptor tokens
Source: Microsoft Internal Data

@PurnaVirji
❑ Structured data
❑ Answer Qs
❑ People also ask
❑ Featured snippets
❑ Local listings
Voice Search Checklist

Find local business
Find things to do
Voice search use is most common for simple informational
tasks
Order food for deliver
Search for quick fact
Make personal
appointment
Look up price
Most simple
Most complex
Current Use of Voice

Cortana’s To Do List
Reschedule John’s meeting
Submit John’s expense report on time
Let John know to leave early for traffic
Recommend a kid-friendly recipe
Cancel John’s babysitter
John’s To Do List
Bake cookies with his kids

Web Chat
Skype
Facebook Messenger
Twilio
Slack
Bing
Kik
Microsoft Teams
GroupMe
Telegram
Email/SMS
Bot
Connecto
r
Build once, deploy across
all channels.

Bing Ads Chatbot Extension
* Example.#SEJSummit @purnavirji

Don’t just take my word for it.

@PurnaVirji
By 2020, the average
person will have more
conversations with their
bot than with their
spouse. - Gartner

@PurnaVirji
❑ Create a skill
❑ Develop chatbots
❑ Cross-platforms
Conversational Checklist

@PurnaVirji
Let’s recap
@PurnaVirji
Better
understanding=
increased
personalization
Expand your
reach via
audience
targeting
Focus on visual
and
conversational
interactions

Best of SEJ Summit: The Future of AI: What Every Marketer Needs to Know Today

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