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Mel Hyde - AI Strategies In Paid Media
The document discusses the impact of artificial intelligence (AI) on pay-per-click (PPC) digital marketing, highlighting its ability to enhance real-time analysis and optimize campaigns. It emphasizes the strategic value of AI for marketers and suggests actions such as automating processes and focusing on data utilization. The presentation is led by Mel Hyde, who shares her extensive experience in PPC and digital marketing.
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Mel Hyde - AI Strategies In Paid Media
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- 2. Confidential AI in PPC DigitalGaggle 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 aboutme • 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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- 6. ConfidentialConfidential Saying Deep Bluedoesn’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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- 8. ConfidentialConfidential Why now? Growth incomputing power leading the way for change Confidential
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- 10. ConfidentialConfidential 79% of marketersthink AI will allow us to move toward more strategic work.* *Source: Forrester
- 11. ConfidentialConfidential How can youuse AI tomorrow… …is what I hope you’ll get from this presentation today
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- 13. ConfidentialConfidential Faster Learns and analysesin real time, taking an hour to do what would take a human a week. Real time optimisation is rocket fuel. Confidential
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- 16. ConfidentialConfidential Automated Bidding throughprogrammed rules and scripts
- 17. ConfidentialConfidential Match product andprice to customer need
- 18. ConfidentialConfidential Dynamic ads; perfectthe content for the target audience
- 19. ConfidentialConfidential Micro moment targeting;target the moments that matter
- 20. ConfidentialConfidential Autonomous A/B Testing;test, then automate activation/pausing at scale
- 21. ConfidentialConfidential Dynamic Bidding; againstproduct margin, footfall and potentially stock levels
- 22. ConfidentialConfidential Dynamic AI predictions;use to predict and forecast.
- 23. ConfidentialConfidential The rapid evolutionof AI in media will enable our people to focus on innovation and intelligence rather than repetition and reports. Norm Johnston Global CEO, Mindshare
- 24. ConfidentialConfidential 87% of marketerssay that “data is their most underused asset” Forester Report
- 25. Confidential Immediate actions • Gofor 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
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- 28. Confidential Get In Touch Confidential MelHyde @mel_hyde Associate Director of Paid Media Melanie.hyde@edit.co.uk
Editor's Notes
- #5 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?
- #6 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.”
- #8 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.
- #10 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
- #11 As AI automates workflows, it will free up marketing teams to concentrate on strategy Right 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.
- #12 So AI can give us space to create and be more effective. But;…
- #13 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.
- #15 Bidding automation, such as smart bidding, will become much more powerful
- #16 Strategies that agencies and clients can use alike to build efficiencies and to future proof product and business
- #27 But in the meantime