This document discusses the rise of machine automation and its role in digital marketing. It argues that automation can help save time by handling grunt work and bottle up expertise for consistency. Complete systems like Google Display Network optimization rely on both technology and human input, with algorithms handling bidding and budgeting scientifically while humans focus on creative, landing pages, and registration. Such automation helps capitalize on spikes in search traffic and lower costs per conversion.

1. Rise of the Machines
My Perspective
Marc Poirier
@marcpoirier
Acquisio
Co-Founder, EVP Business Development

2. THERE ARE REAL LIMITS TO WHAT
HUMANS CAN DO EFFECTIVELY

3. AUTOMATE SOME GRUNT WORK
TO SAVE TIME

4. BOTTLE-UP AGENCY KNOW-HOW
FOR CONSISTENCY AND TO
DIFFERENTIATE

5. SCIENTIFIC ALGORITHMS
FOR UNBIASED BID
AND BUDGET CONTROL

11. COMPLETE SYSTEMS
EXAMPLE: GDN OPTIMIZATION

12. Role of Technology in GDN Optimization
Thank You
Ad Keyword URL Ad Landing Purchase
Page
Creative Selection Placement Selection Page Registration
Bidding Budget
Purchase
Registration
Technology Human

13. Google Search Activity
Google Search*
Tsunami Effect AdMetricaConv.s(sw
(sweepstakes) eepstakes)
AdMetrica captures surges of AdMetrica CPA
conversions (and plummeting (sweepstakes)
$3.25 CPA’s) accompanying sudden 8,000
spikes in Google’s general
search traffic volume.
$3.00 7,000
$2.75 6,000
AdMetrica GDN Conv #
AdMetrica GDN CPA
$2.50 5,000
$2.25 4,000
Google Search
Vol.
$2.00 3,000
$1.75 2,000
$1.50 1,000
$1.25 0
Google Display Network ad engine engine
Google Display Network conversion
* Source: Google Trends

14. Contact me: marc@acquisio.com
or on Twitter: @marcpoirier