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Obligatory Trumpet Blow (sorry)
#WolfgangEssentials
Societal Revolutions Are Basically
Moments in Which We Figured Out How
To Increase Output!
The Agricultural Revolution
Increased human population
The Industrial Revolution
Increased Output
The Intelligence Revolution
Increased Output
Feed The Machine
AI Loves:
1. Data
2. Speed
Pull Factor – New Technology 5G
One Company Is Particularly Well Positioned…
One Company Is Particularly Well Positioned…
Google I/O 2017
“A free to use web search business.
Really?”
“oh, we’re really building an
artificial intelligence company.”
Silicon Valle...
Google’s Stated Mission
“To organise the world’s information…”
Google’s Secret Mission
“To monitor the world’s interactions
with the world’s information…”
That’s how machine learning “l...
Is the Google we know simply a stepping
stone…
?
s
2018 Q4 E-Commerce Revenue Growth
How Many Google Products Can We
Name?
Google Machine
Big Questions for Digital
Marketers
How Do You Compete with Competitors?
How Do You Compete With
Google?
Is There a Place for Human
Marketers in this Brave New
World?
Advertisers are losing more and more
control to the Google Machine
Automated campaign types that deliver ads across
multiple Google properties
Campaign Objective Budget
Exact Match
Keyword
Search Term
Use business insights
to grow profit
Integrate with the
Facebook machine to
drive incremental sales
How can we make the Go...
Use business insights to grow
profit
Revenue +50%
Spend + 9%
SELLINGPR
ICE
COST
PRICE
STOCK
LEVELS
BUY ON
CREDIT
DELIVERY
OPTIONS
RANKING
OUT OF 10- + + + =)(
Driving profit through G...
High Priority Medium Priority Low Priority
Driving profit through Google Shopping
Profit +22% YoY
Integrate with the Facebook
machine to drive incremental
sales
Bringing the power of Google Machine Learning to the
Facebook Machine
Facebook Dynamic Product
Ad
Google Smart Shopping
28...
The bigger the data, the better the machine
The Google machine loves
volume, so track more
conversions
Less than 10% of
Brown Thomas’
sales occur online
Exclusive access to Google Store Sales Direct
Sales volume in account doubled!
ROAS increased from 4 to 13 !
How do we maximise the value of all this data?
➢ Search term campaign builder
➢ Keyword variant builder
➢ Skag builder
➢ Auto negative keyword
➢ Braking 50 accounts limi...
David vs The Goliathbots
Bid Changes in 1 Hour
David Wolfgang Bidbots
200 4,800
24x more opts in an
hour!!!
Results of Unleashing Our Robot Army?
✓ 38% decrease in CPA!
✓ 61% increase in conversions!
What does the Robot Revolution Mean for
David?
Launching Soon…
Wolfgang Digital - How To Outmarket Your Competition in The AI Era
Wolfgang Digital - How To Outmarket Your Competition in The AI Era
Wolfgang Digital - How To Outmarket Your Competition in The AI Era
Wolfgang Digital - How To Outmarket Your Competition in The AI Era
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Wolfgang Digital - How To Outmarket Your Competition in The AI Era

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Learn Inbound 2019 - Alan Coleman & Beth Quigley slides

"How To Outmarket Your Competition in The AI Era"

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Wolfgang Digital - How To Outmarket Your Competition in The AI Era

  1. 1. Obligatory Trumpet Blow (sorry)
  2. 2. #WolfgangEssentials
  3. 3. Societal Revolutions Are Basically Moments in Which We Figured Out How To Increase Output!
  4. 4. The Agricultural Revolution Increased human population
  5. 5. The Industrial Revolution Increased Output
  6. 6. The Intelligence Revolution Increased Output
  7. 7. Feed The Machine AI Loves: 1. Data 2. Speed
  8. 8. Pull Factor – New Technology 5G
  9. 9. One Company Is Particularly Well Positioned…
  10. 10. One Company Is Particularly Well Positioned…
  11. 11. Google I/O 2017
  12. 12. “A free to use web search business. Really?” “oh, we’re really building an artificial intelligence company.” Silicon Valley Party in 2002
  13. 13. Google’s Stated Mission “To organise the world’s information…”
  14. 14. Google’s Secret Mission “To monitor the world’s interactions with the world’s information…” That’s how machine learning “learns”!
  15. 15. Is the Google we know simply a stepping stone… ?
  16. 16. s 2018 Q4 E-Commerce Revenue Growth
  17. 17. How Many Google Products Can We Name?
  18. 18. Google Machine
  19. 19. Big Questions for Digital Marketers
  20. 20. How Do You Compete with Competitors?
  21. 21. How Do You Compete With Google?
  22. 22. Is There a Place for Human Marketers in this Brave New World?
  23. 23. Advertisers are losing more and more control to the Google Machine
  24. 24. Automated campaign types that deliver ads across multiple Google properties
  25. 25. Campaign Objective Budget
  26. 26. Exact Match Keyword Search Term
  27. 27. Use business insights to grow profit Integrate with the Facebook machine to drive incremental sales How can we make the Google machine work harder for advertisers? The Google machine loves volume, so track more conversions
  28. 28. Use business insights to grow profit
  29. 29. Revenue +50% Spend + 9%
  30. 30. SELLINGPR ICE COST PRICE STOCK LEVELS BUY ON CREDIT DELIVERY OPTIONS RANKING OUT OF 10- + + + =)( Driving profit through Google Shopping
  31. 31. High Priority Medium Priority Low Priority Driving profit through Google Shopping Profit +22% YoY
  32. 32. Integrate with the Facebook machine to drive incremental sales
  33. 33. Bringing the power of Google Machine Learning to the Facebook Machine Facebook Dynamic Product Ad Google Smart Shopping 28% Higher ROAS!
  34. 34. The bigger the data, the better the machine
  35. 35. The Google machine loves volume, so track more conversions
  36. 36. Less than 10% of Brown Thomas’ sales occur online
  37. 37. Exclusive access to Google Store Sales Direct Sales volume in account doubled!
  38. 38. ROAS increased from 4 to 13 !
  39. 39. How do we maximise the value of all this data?
  40. 40. ➢ Search term campaign builder ➢ Keyword variant builder ➢ Skag builder ➢ Auto negative keyword ➢ Braking 50 accounts limitation ➢ Auto ad update ➢ … ➢ Auto keyword bid ➢ Bid to impression share ➢ Bid to weather ➢ Bid to cost/conv ➢ Unique bid update ➢ Multi bidder ➢ … ➢ Ngram for Ads ➢ TLDR excluder ➢ Quality score checker ➢ Duplicate query checker ➢ Exact = exact 2.0 ➢ Impression checker ➢ Multi bidder ➢ Page speed insights ➢ …
  41. 41. David vs The Goliathbots Bid Changes in 1 Hour David Wolfgang Bidbots 200 4,800 24x more opts in an hour!!!
  42. 42. Results of Unleashing Our Robot Army? ✓ 38% decrease in CPA! ✓ 61% increase in conversions!
  43. 43. What does the Robot Revolution Mean for David?
  44. 44. Launching Soon…

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