How AI & Machine Learning Will Impact Paid Advertising

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In this webinar recording, Acquisio’s Marc Poirier and Hanapin’s Jeff Baum will discuss what’s happening with AI and machine learning today, tips to use them to your advantage, and what will be happening in the future.

Marketing

#thinkppc
&
How AI & Machine
Learning Will Impact
Paid Advertising
HOSTED BY:
&

#thinkppc
Presenters
Marc Poirier @marcpoirier
– Founder and CEO of Acquisio
– Named one of the top 25 most influential PPC
experts
• Jeff Baum @jeffbaum71
– Associate Director of Services at Hanapin
Marketing
– PPC Hero Blogger

#thinkppc
– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?

#thinkppc
– Based out of Montreal and recognized
internationally as the leading name in PPC
management software and optimization
– The first SaaS company to apply advanced
machine learning technology to paid advertising
– 2.5 million campaign adjustments per day for
400 clients running over 300,000 campaigns
– Campaign managers spend 65% less time on
performance with our award-winning machine
learning martech
Who is Acquisio?

#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

#thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

#thinkppc
What is the
difference between
Deep Learning,
Machine Learning
and Artificial
Intelligence?
What is Intelligent MarTech?

#thinkppc
1. The amount of data
available
2. Computing Power
3. R & D
Voice recognition, image
recognition and tools for
translation are paving the
way
The Evolution of AI: Why Now?

#thinkppc
AI Transforming Marketing Tech

#thinkppc
Machine Learning Wins
PPC accounts using
machine learning saw
drastically better
results than those that
didn’t.
Machines work faster,
“smarter” and never
get tired.

#thinkppc
● Increase bids up to 30% or down up to 100%
● Conversion tracking must be installed
● Adwords is using machine learning to study
auctions
● Based on device
Ecpc Bidding

#thinkppc
● Complex algorithms crunching data in real time
● Machine learning & predictive bidding
● Need conversion tracking
Target CPA Bidding

#thinkppc
● NOT recommended to set bid limits for target
ROAS. Limits ability for Google to optimize
● Uses real time signals (device, browser, time of
day, etc)
Target ROAS Bidding

#thinkppc
Smart Display Campaigns
● Combines assets,converts into
ads & automatically resizes.
● Automatic targeting.
● Optimize based on best
performing combination of
images & text.

#thinkppc
Smart Display Campaigns
● Giving up manual bidding.
● Giving up device targeting.
● Giving up manual targeting &
ad creation.

#thinkppc
Smart Display Campaigns
● Consider structure.
● Letting system learn.
● Incremental changes.

#thinkppc
Ad Rotation Settings & How They Drive Performance
● Split testing opportunities
● Leverage data signals to drive performance
● Traffic quality insights

#thinkppc
Offers!
A. Get 10% off a 1 year license of Acquisio’s Machine
Learning MarTech. Get your demo today!
B. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)
C. Both
D. No Thanks!

#thinkppc
Thank you for attending our webinar! #thinkppc
Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Acquisio Feedback: marc@acquisio.com

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How AI & Machine Learning Will Impact Paid Advertising

1. #thinkppc & How AI & Machine Learning Will Impact Paid Advertising HOSTED BY: &

2. #thinkppc Presenters Marc Poirier @marcpoirier – Founder and CEO of Acquisio – Named one of the top 25 most influential PPC experts • Jeff Baum @jeffbaum71 – Associate Director of Services at Hanapin Marketing – PPC Hero Blogger

3. #thinkppc – Run the world’s most popular PPC blog and conference. – We manage and optimize global paid search, paid social, and display programs. – Within 12 months, brands can expect a 250% increase in their growth trajectory. Who is Hanapin?

4. #thinkppc Our Clients

5. #thinkppc – Based out of Montreal and recognized internationally as the leading name in PPC management software and optimization – The first SaaS company to apply advanced machine learning technology to paid advertising – 2.5 million campaign adjustments per day for 400 clients running over 300,000 campaigns – Campaign managers spend 65% less time on performance with our award-winning machine learning martech Who is Acquisio?

6. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.

7. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years

8. #thinkppc What is the difference between Deep Learning, Machine Learning and Artificial Intelligence? What is Intelligent MarTech?

9. #thinkppc 1. The amount of data available 2. Computing Power 3. R & D Voice recognition, image recognition and tools for translation are paving the way The Evolution of AI: Why Now?

10. #thinkppc AI Transforming Marketing Tech

11. #thinkppc Machine Learning Wins PPC accounts using machine learning saw drastically better results than those that didn’t. Machines work faster, “smarter” and never get tired.

12. #thinkppc Machine Learning at Acquisio

13. #thinkppc Machine Learning at Acquisio

14. #thinkppc It’s All About The Signals!

15. #thinkppc Bidding Wit Da Machine

16. #thinkppc Ecpc Bidding

17. #thinkppc ● Increase bids up to 30% or down up to 100% ● Conversion tracking must be installed ● Adwords is using machine learning to study auctions ● Based on device Ecpc Bidding

18. #thinkppc Target CPA Bidding

19. #thinkppc ● Complex algorithms crunching data in real time ● Machine learning & predictive bidding ● Need conversion tracking Target CPA Bidding

20. #thinkppc Target ROAS Bidding

21. #thinkppc ● NOT recommended to set bid limits for target ROAS. Limits ability for Google to optimize ● Uses real time signals (device, browser, time of day, etc) Target ROAS Bidding

22. #thinkppc Smart Display Campaigns ● Combines assets,converts into ads & automatically resizes. ● Automatic targeting. ● Optimize based on best performing combination of images & text.

23. #thinkppc Smart Display Campaigns ● Giving up manual bidding. ● Giving up device targeting. ● Giving up manual targeting & ad creation.

24. #thinkppc Smart Display Campaigns

25. #thinkppc Smart Display Campaigns ● Consider structure. ● Letting system learn. ● Incremental changes.

26. #thinkppc Smart Display Campaigns

27. #thinkppc Smart Display Campaigns

28. #thinkppc Smart Display Campaigns

29. #thinkppc Ad Rotation

30. #thinkppc Ad Rotation Settings

31. #thinkppc Ad Rotation Settings & How They Drive Performance ● Split testing opportunities ● Leverage data signals to drive performance ● Traffic quality insights

32. #thinkppc The Future of AI and MarTech

33. #thinkppc Offers! A. Get 10% off a 1 year license of Acquisio’s Machine Learning MarTech. Get your demo today! B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month) C. Both D. No Thanks!

34. #thinkppc Live Q&A Time!

35. #thinkppc Thank you for attending our webinar! #thinkppc Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com Acquisio Feedback: marc@acquisio.com

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