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SearchLeeds 2019 - Jon Greenhalgh - Edit Agency - AI in Paid Media and strategies you can use tomorrow

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Jon Greenhalgh's SearchLeeds talk looks at Artificial Intelligence in Paid Media and strategies you can use tomorrow to help you in your job.

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SearchLeeds 2019 - Jon Greenhalgh - Edit Agency - AI in Paid Media and strategies you can use tomorrow

  1. 1. ConfidentialConfidential A.I. in Paid Media: strategies you can use tomorrow Jon Greenhalgh, Digital Media Director Confidential
  2. 2. Confidential What we’re covering today Where to begin What we should be focused on The future of search is automated Your job Opportunities for tomorrow Confidential
  3. 3. ConfidentialConfidential Where to begin Confidential
  4. 4. ConfidentialConfidential Saying Deep Blue doesn’t really think about chess is like saying an airplane doesn’t really fly because it doesn’t flap its wings. Prof. Drew McDermott Professor of computer science at Yale University
  5. 5. “It was procrastination”
  6. 6. Meet Ara She’s entirely useless.
  7. 7. ConfidentialConfidential Don’t procrastinate!!
  8. 8. ConfidentialConfidential What we should be focused on Confidential We need to cut out the noise
  9. 9. Confidential The Big Three
  10. 10. Confidential They are technology companies at heart
  11. 11. Confidential Example of every day use on the Amazon platform Dynamic pricing with machine learning
  12. 12. Confidential Changes are constant CamelCamelCamel
  13. 13. ConfidentialConfidential What’s Their Focus? Confidential What’s of most interest to us?
  14. 14. Confidential The collection of data All of the brands have a core service, but they are all aggressively collecting data
  15. 15. Confidential The collection of data All of the brands have a core service, but they are all aggressively collecting data
  16. 16. Confidential The collection of data All of the brands have a core service, but they are all aggressively collecting data
  17. 17. ConfidentialConfidential What links all of these together? The depth of data (which fuels) 1. Interest 2. Intent
  18. 18. ConfidentialConfidential Data + Interest + Intent = Personalisation = Ad Revenue
  19. 19. ConfidentialConfidential The future of search is automated Confidential Ultimately, machine learning is only taking our industry one way
  20. 20. ConfidentialConfidential What does our industry think? 79% of marketers think AI will allow us to move toward more strategic work *Forrester
  21. 21. ConfidentialConfidential
  22. 22. ConfidentialConfidential It is everywhere What is machine learning promising? Audience Expansion: leverages machine learning to automatically find users that closely match the explicit campaign audience targeting criteria Maximise conversion value: is a Smart Bidding Solution that automatically sets bids at auction time to get as much conversion value as possible Customised Ads: Automatically build customised ads, with responsive search ads. Google Machine Learning Technology learns which ad combinations perform best Smart Shopping campaigns: automated optimisation across contextual signals, including intent and seasonal demand
  23. 23. Confidential Are we becoming less cynical?
  24. 24. ConfidentialConfidential Does AI have the potential to be the worst kind of black box?
  25. 25. ConfidentialConfidential It does if we don’t do our job Interpret how the big three are using artificial intelligence Test new releases and verify which are adding value Understand the impact through effective measurement
  26. 26. ConfidentialConfidential What is your filter? Confidential You need a process to understand and judge opportunities
  27. 27. Confidential Better
  28. 28. Confidential Brighter
  29. 29. Confidential Faster
  30. 30. ConfidentialConfidential Opportunities Confidential Where can you start, tomorrow?
  31. 31. Automated Bidding through programmed rules and scripts.
  32. 32. ConfidentialConfidential The easiest place to start 1. Positional based bidding Use in a combination Use on important Impression Share Campaigns Set Min / Max Rules for protection RULES
  33. 33. ConfidentialConfidential The easiest place to start 1. Positional based bidding Use in a combination Use on important Impression Share Campaigns Set Min / Max Rules for protection 2. Target CPA / ROAS Reflect rules based on commercial objectives Vue Cinemas – Location, Price Point and Film Type Brand CPA £5 > £0.26, Generic CPA £12 > £3 Bookings still up 150% YoY RULES
  34. 34. ConfidentialConfidential The easiest place to start 1. Positional based bidding Use in a combination Use on important Impression Share Campaigns Set Min / Max Rules for protection 2. Target CPA / ROAS Reflect rules based on commercial objectives Vue Cinemas – Location, Price Point and Film Type Brand CPA £5 > £0.26, Generic CPA £12 > £3 Bookings still up 150% YoY 3. Impression Share Targeting Worth testing on most valuable segmented campaigns e.g. High ROAS RULES
  35. 35. ConfidentialConfidential Get coding! Top Tips: 1. Margin, Conversions, CR% 2. Campaign themes 3. Clear data patterns 4. Smooth data 5. Google Sheets and Link script SCRIPTS - Heatmapping
  36. 36. ConfidentialConfidential Get coding! Top Tips: 1. Control exact match 2. Negative keywords 3. Creative performance SCRIPTS – Common phrases - the power of N-Gram
  37. 37. Match product and price to customer need.
  38. 38. ConfidentialConfidential Ad Customisation Top Tips: 1. Device / Location 2. Pricing / Promotions 3. Use Google Sheets 4. We boosted CTR 30% on a location heavy client Go beyond DSA. Be cynical and influence the algorithm for gains
  39. 39. ConfidentialConfidential Ad Customisation Top Tips: 1. Spend time on the decision tree 2. Test data rules Go beyond search
  40. 40. Micro moment targeting; target the moments that matter.
  41. 41. ConfidentialConfidential Micro Moments 1st Party & CRM 1. Understand shopping habits 2. Predict model next most likely action 3. Customise Two methods Life Events Overlay 1. Marriage, House Move, Renovation 2. Understand product / service demographics 3. 14% reduction in CPA
  42. 42. Dynamic Bidding; against product margin, footfall and potentially stock levels.
  43. 43. ConfidentialConfidential Dynamic Bidding Top Tips: 1. Low margin 2. Poor stock 3. Local Inventory Ads (+ Location extensions for local listing ads) 4. Optimise to footfall + Blended CPA Use live business intelligence
  44. 44. ConfidentialConfidential
  45. 45. In summary • Focus on the big three • Be cynical – interpret, test understand • Develop your own filter • Start with small, incremental opportunities and build

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