2. Confidential
AI in PPC
Digital Gaggle
What do we mean by AI
How has AI changed?
What you’ll get from today
What is AI in PPC
Why AI in PPC
Strategies to take with you
Confidential
3. Confidential
Introduction
A bit about me
• 10+ years in PPC/Paid
• Bristol for 4.5 years
• Originally from London, worked with some of
the largest top tiers agencies with top accounts,
like Vodafone, Disney, Unilever and Santander,
to name a few
• 3+ years at Edit
@mel_hyde
Mel Hyde
Associate Director of Paid Media
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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
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The rapid evolution of AI in media will enable our people to
focus on innovation and intelligence rather than repetition
and reports.
Norm Johnston
Global CEO, Mindshare
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Immediate actions
• Go for the basics first, don’t try and take off more than you can
chew
• Test and learn
• Automate with smart bidding, scripts
• Understand the performance of what you are doing, don’t just over
complicate without understanding the benefit of what you are
doing
• Automated central to the customer
Confidential
But it’s impossible to begin a conversation about AI without first pausing to ask “what do we actually mean by AI?”
Machine Learning?
Deep learning?
Siri?
A machine that passes the Turing test of convincing a human it’s human?
Because it’s sort of impossible to define, and the further you dig the more vague it gets.
The criteria for true intelligence shifts to the question of whether a machine is “thinking,” which, on the surface seems like an interesting question, but is actually just a semantic argument.
As computer scientist Edsger Dijkstra said, “The question of whether machines can think is about as relevant as the question of whether submarines can swim.”
And I’m not really interested in defining AI. That’s for cleverer people than me. Maybe even a robot. I think we all know roughly what we’re talking about.
What I am interested in is how we react to it and how we harness it.
It’s a hugely polarising issue.
Gone are the days when AI was just limited to a basic computer model, dealing out basic tasks..
The basics we now expect reach across a multitude of devices, touching us throughout every part of our lives. Most of the time we don’t even know it’s there
As AI automates workflows, it will free up marketing teams to concentrate on strategyRight now, marketers have a lot of resource-intensive processes to complete before serving the right ad to their ideal audience. The promise of AI is to make time-consuming steps, like data integration and algorithm optimization, simpler so marketers can instead concentrate on other areas like customer experience.
A Forrester study from July, commissioned by marketing automation platform Emarsys, surveyed 717 marketers and found that 79 percent of those surveyed think AI will allow marketers to move toward more strategic work. The report also found that 78 percent of these marketers said their spend on AI marketing technologies will increase by at least 5 percent over the next 12 months.
So AI can give us space to create and be more effective. But;…
And the key thing about all of that is it buys us time. Time to think strategically. Time to think proactively. Time to think playfully. And that’s a really important point I’ll come back to.
Bidding automation, such as smart bidding, will become much more powerful
Strategies that agencies and clients can use alike to build efficiencies and to future proof product and business