Search Engine Marketing in the Age of Robots - Artificial Intelligence, PPC, SEO
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How do you stay relevant today and tomorrow when AI’s determine search results? While artificial intelligence has been discussed as the "next big thing" for years, search engine companies like Google, Bing, and Amazon have made it a reality. They are using AI systems to write the next generation of organic search ranking algorithms, and generate the best performing ad copy for paid search advertising. These systems have already taken great strides to make AI a part of our lives by moving beyond just providing results for search queries to actually answering questions. Jeff reviews the current state of AI in search engine marketing and where it is headed in the very near future.
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Search Engine Marketing in the Age of Robots - Artificial Intelligence, PPC, SEO
- 1. Search Engine Marketing In the Age of Robots Digital Analytics Association – February 2018 Jeff Ferguson CEO/Founder Fang Digital Marketing
- 2. Machine Learning, AI, & RankBrain WHAT DOES IT ALL MEAN?
- 3. Fang Digital Marketing 3 WHAT IS ARTIFICIAL INTELLIGENCE? IMAGE SOURCE : AIRESEARCH.COM AI
- 4. Fang Digital Marketing 4 WHAT IS MACHINE LEARNING?
- 5. Fang Digital Marketing 5 HOW IS AI DIFFERENT FROM MACHINE LEARNING? MACHINE LEARNING ARTIFICIAL INTELLIGENCE
- 6. Fang Digital Marketing 6 WHAT IS RANKBRAIN?
- 7. Fang Digital Marketing 7 MODEL EVALUATE PREDICTIONMACHINE LEARNING ALGORITHM INPUT DATA TRAINING DATA TRAIN THE MACHINE LEARNING ALGORITHM REWARD
- 8. RankBrain and AI WHY DOES IT MATTER?
- 9. Fang Digital Marketing 9 GOOGLE PROCESSES OVER 3 BILLION SEARCHES A DAY 15% OF SEARCHES HAVE NEVER BEEN DONE BEFORE.
- 10. Fang Digital Marketing 10 AREAS IN WHICH ARTIFICIAL INTELLIGENCE WILL HAVE A SUBSTANTIAL EFFECT ACCORDING TO MARKETING LEADERS WORLDWIDE, APRIL 2017 ( % OF RESPONDENTS ) DELLIVERING THE RIGHT MESSAGE, ON THE RIGHT CHANNEL, AT THE RIGHT TIME DYNAMIC LANDING PAGES AND WEBSITES HYPERPERSONALIZATION OF CONTENT HYPERPERSONALIZATION PRODUCT RECOMMENDATIONS PREDICTIVE JOURNEYS PROGRAMMATIC ADVERTISING AND MEDIA BUYING BUSINESS INSIGHT ACROSS DATA AND SYSTEMS 59 % CAMPAIGN ANALYSTICS DIGITAL ASSET MANAGEMENT HYPERPERSONALIZATION AT SCALE PRODUCTIVITY OF MARKETERS CUSTOMER SEGMENTATION/LOOK A LIKE AUDIENCE MODELLING LEAD SCORING SENTIMENT ANALYSIS Note : Over the next 5 years; responses of “substantial” or “transformative” effect Source: Salesforce, “Fourth Annual State of Marketing: Insights and trends from 3,500 global marketing leaders,” June 15, 2017 61 % 61 % 61 % 60 % 60 % 60 % 59 % 59 % 59 % 59 % 58 % 57 % 56 %
- 11. Fang Digital Marketing 11 MOBILE
- 12. Fang Digital Marketing 12 Of the time we use our smartphone, we’re also using another device 57% Checking their smartphone 150 Times per day More than 1.2B People use the web via mobile devices Spending On mobile screen 2.8 Hours per day, which is 55% of all time spent online
- 13. Fang Digital Marketing 13 % mobile share of total digital minutes USA 71% Canada 62% Spain 67% Italy 64% Brazi l 72% China 71% Indonesia 91% UK 61% Mexico 75%
- 14. Fang Digital Marketing 14 More than three in 10 would stop seeing their friends in person Almost a third of Americans would rather give up sex for a year 45% said would put off going on vacation 46% would be willing to give up a day off per week More than 55% would rather forgo dinning out for 12 months
- 15. Fang Digital Marketing 15 Smartphones Are The Most Common Starting Place For Online Activities Started on a smartphone 65% 63% 65% 47% 59% 66% 56% 60% 58% 61% 45% 56% 58% 48% 4% 5% 4% 3% 3% 8% 8% Searching for into Browsing the internet Shopping Online Planning a Trip Managing Finances Social Networking Watching an Online Video Continued On PC Continued On Tablet
- 16. Fang Digital Marketing 16 BY 2020, MORE PEOPLE WILL HAVE MOBILE PHONES THAN RUNNING WATER OR ELECTRICITY AT HOME.
- 17. Fang Digital Marketing 17 MOBILE WILL GENERATE NEARLY HALF OF US ECOMMERCE SALES AND 85% OF CUSTOMER INTERACTIONS WILL BE MANAGED WITHOUT A HUMAN.
- 18. Fang Digital Marketing 18 BY 2020, 50% OF SEARCH WILL COME FROM VOICE
- 19. Fang Digital Marketing 19 AND 2020 IS JUST 27 MONTHS AWAY.
- 20. Fang Digital Marketing 20 INTERNET of THINGS
- 21. Fang Digital Marketing 21 1992 1M 2003 0.5B 2009 IoT INCEPTION 2012 8.7B 2013 11.2B 2014 14.2B 2015 18.2B 2016 22.9B 2017 28.4B 2019 42.1B 2018 34.8B 2020 50.1B 24 GROWTH IN THE INTERNET OF THINGS THE NUMBER OF CONNECTED DEVICES WILL EXCEED 50 BILLION BY 2020
- 22. Fang Digital Marketing 22
- 23. Fang Digital Marketing 23
- 24. Fang Digital Marketing 24
- 25. Artificial Intelligence & SEM AI & SEO
- 26. Fang Digital Marketing 26 SO RANKBRAIN IS THE NEW WAY GOOGLE RANKS SEARCH RESULTS?
- 27. Fang Digital Marketing 27 RankBrain is part of Google’s overall search “algorithm,” a computer program that’s used to sort through the billions of pages it knows about and find the ones deemed most relevant for particular queries. NO
- 28. Fang Digital Marketing 28 GOOGLE’S CURRENT SEARCH ALGORITHM IS CALLED HUMMINGBIRD
- 29. Fang Digital Marketing 29 QUERY RANKBRAIN
- 30. Fang Digital Marketing 30 CONTENT INBOUND LINKS SITE ARCHITECTURE SEO
- 31. Fang Digital Marketing 31 CONTENT INBOUND LINKS SITE ARCHITECTURE SEO
- 32. Fang Digital Marketing 32 Get Ahead of Voice Search Use Your Content To Answer Questions 61% growth in queries starting with who, what, where and how. “How” begins 3.6% of all voice search queries and “What” begins 3.5% of all voice search queries. Almost 10% of voice search queries start with who, what, when, where, why, how – as opposed to only 3.7% of text queries.
- 33. Fang Digital Marketing 33 Get Ahead of Voice Search Use Your Content To Answer Questions Most brands waste their time on creative blog posts that no one wants to read Instead, focus on answering common questions about your product or service Headlines are always important – even more so in a mobile-first world FAQs may be old school, but they are what people are searching for – answers!
- 34. Fang Digital Marketing 34 Does Size Really Matter? Correlation ≠ Causation Common recommendation is to write long content; however, it’s more likely that this isn’t about length, but quality, which usually comes with longer posts. Don’t be afraid of shorter content, as long as it’s good If you can’t shorten, then make sure those first couple of paragraphs draw readers deeper So, yes, it’s not the size, but what you do with it
- 35. Fang Digital Marketing 35 In the past year, the Washington Post has used robot reporters to write over 850 stories, including covering 500 races on Election Day 2016. The Post believes this is a win/win with their human reporters, because the robot, named Heliograf, can: Cover stories that wouldn’t have been covered due to lack of human resources Do the factual heavy lifting for human reporters Alert humans to possible news stories in big data sets
- 36. Fang Digital Marketing 36 JEREMY GILBERT We have transformed Heliograf into a hybrid content management system that relies on machines and humans, distinguishing it from other technologies currently in use. This dual-touch capability allows The Post to create stories that are better than any automated system but more constantly updated than any human-written story could be. DIRECTOR OF STRATEGIC INITIATIVES AT THE WASHINGTON POST.
- 37. Artificial Intelligence & SEM AI & PPC
- 38. Fang Digital Marketing 38 GOOGLE TO STOP SCANNING GMAIL TO TARGET ADS BY LAURIE SULLIVAN JUNE 23, 2017
- 39. Fang Digital Marketing 39 Google may be making the shift because its machine- learning algorithms can gain enough data to target ads through other means such as pulling in search data through its network LAURIE SULLIVAN
- 40. Fang Digital Marketing 40 PPC KEYWORDS ADS ACCOUNT STRUCTURE
- 41. Fang Digital Marketing 41 PPC KEYWORDS ADS ACCOUNT STRUCTURE
- 42. Fang Digital Marketing 42 Get Ahead of Voice Search Use Your Content To Answer Questions 61% growth in queries starting with who, what, where and how. “How” begins 3.6% of all voice search queries and “What” begins 3.5% of all voice search queries. Almost 10% of voice search queries start with who, what, when, where, why, how – as opposed to only 3.7% of text queries.
- 43. Fang Digital Marketing 43 PPC KEYWORDS ADS ACCOUNT STRUCTURE
- 44. Fang Digital Marketing 44 There are many tasks that humans still perform better than computers. When it comes to mundane and repetitive tasks however, the machines hold sway. Machine learning is particularly good at detecting subtle differences between products and optimizing them to produce more favorable outcomes. PURCHASE HISTORY ADS ADS LOCATION TIME
- 45. Fang Digital Marketing 45 NEW TECH IN ADWORDS THAT SELECTS THE BEST ADS
- 46. Fang Digital Marketing 46 CUSTOM ADS BY GOOGLE
- 47. Fang Digital Marketing 47 SMART DISPLAY ADS BY GOOGLE
- 48. Fang Digital Marketing 48 PPC KEYWORDS ADS ACCOUNT STRUCTURE
- 49. Fang Digital Marketing 49 RETARGETING
- 50. Fang Digital Marketing 50 PROPENSITY MODELLING & PREDICTIVE ANALYSIS
- 51. Fang Digital Marketing 51 PPC KEYWORDS ADS ACCOUNT STRUCTURE
- 52. Fang Digital Marketing 52 Voice search is mostly happening on mobile (even IOT devices are considered “mobile” right now). This makes your account structure when it comes to mobile really important.
- 53. Fang Digital Marketing 53 PPC KEYWORDS ADS ACCOUNT STRUCTURE
- 54. Fang Digital Marketing 54 AI BASED TOOLS FOR MANAGING PPC CAMPAIGNS
- 55. Fang Digital Marketing 55 CAMPAIGN IMPROVEMENTS ACROSS 2000 CAMPAIGNS USING MACHINE LEARNING BASED OPTIMIZATION. CONVERSIONS INCREASED BY 71 PERCENT ON AVERAGE CPCs DECREASED BY 7 PERCENT ON AVERAGE CLICKS INCREASED BY 15 PERCENT ON AVERAGE 64 PERCENT OF ACCOUNTS SAW A LOWER CPA
- 56. Artificial Intelligence & SEM AI & YOUR JOB
- 57. Fang Digital Marketing 57 DON’T FEAR THE ROBOTS MILLENNIALS ALSO HAVE VIEWPOINTS ON THE NEXT BIG TECHNOLOGICAL TRENDS. THEIR VIEW: The majority (51%) would not trust decision made by robots on their behalf 50% would not support rights for humanoid robots. ARTIFICIAL INTELLIGENCE BIOTECHNOLOGY INTERNET OF THINGS ROBOTICS DRIVERLESS CARS 28% 12% 9% 9% 7%
- 58. Fang Digital Marketing 58 ERIC SCHMIDT IT’S NOT ONLY THE FIRST INNING, IT’S THE FIRST PITCH TO THE FIRST BATTER IN THE FIRST INNING.
- 59. Fang Digital Marketing 59 DON’T FEAR THE ROBOTS AI IS SMART, BUT IT’S NOT HERE FOR YOUR JOB… IT’S HERE TO MAKE YOUR JOB EASIER. We don’t yet have marketers trained to teach AI machines
- 60. Fang Digital Marketing 60 61% AWARE OF AI 3% CONSIDERED THEMSELVES EXPERTS IN THE AREA
- 61. Fang Digital Marketing 61 ALLEN NANCE “The people who win in AI will be exceptional in managing their data, because AI needs a data structure set to teach an algorithm.” But in order to work with AI platforms, a marketing organization has to be “data-ready.” “If a company is just at the point of organizing their data, AI can’t help them.” GLOBAL CHIEF MARKETING OFFICER OF EMARSYS
- 62. Fang Digital Marketing 62 72% DRIVE REVENUE GROWTH BETTER SERVE EXISTING CUSTOMERS, MEET RISING CUSTOMER EXPECTATIONS REMAIN COMPETITIVE IMPROVE / STRENGTHEN THE BRAND. OF MOST ORGANIZATIONS expect to implement AI marketing technologies within the next six to 12 months. 1 12
- 63. Fang Digital Marketing 63 AI Readiness EXPERTS OPPORTUNISTS NOVICES LAGGARDS 11% 34% 28% 27% A new Forrester Consulting study commissioned by Emarsys, “Building Trust and Confidence: AI Marketing Readiness In Retail and eCommerce”
- 64. Fang Digital Marketing 64 GARTNER HYPE CYCLE FOR EMERGING TECHNOLOGIES, 2016
- 65. Fang Digital Marketing 65 MARKETING FOR THE ROBOTS
- 66. Fang Digital Marketing 66
- 67. Fang Digital Marketing 67
- 68. Fang Digital Marketing 68
- 69. QUESTIONS?
- 70. THANK YOU! Jeff Ferguson jeff@fangdigital.com @countxero | @fangdigital
Editor's Notes
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- True artificial intelligence, or AI for short, is where a computer can be as smart as a human being, at least in the sense of acquiring knowledge both from being taught and from building on what it knows and making new connections. True AI exists only in science fiction novels, of course. In practice, AI is used to refer to computer systems that are designed to learn and make connections.
- Machine learning is where a computer teaches itself how to do something, rather than being taught by humans or following detailed programming
- You may hear them both used interchangeably, or you may hear machine learning used to describe the type of artificial intelligence approach being employed. In terms of RankBrain, it seems to us they’re fairly synonymous.
- RankBrain is Google’s name for a machine-learning artificial intelligence system that’s used to help process its search results
- Researchers at DeepMind, Google’s London-based AI company, believe they have developed technology that reinforces learning. The system learns by trial and error and is motivated to get things correct based on rewards. Imagine using the technology to determine how to conduct search advertising and organic optimization. This is the potential and the curse of artificial intelligence. The algorithm predicts the average reward it receives from multiple attempts at a task, and uses this prediction to decide how to act, according to the post on the company's website. Random challenges that may occur can alter the behavior of the technology by changing the exact amount of reward the system receives. The idea is that the algorithm learns, considers rewards based on its learning, and almost seems to eventually develop its own personality based on outside influences. In a new paper, DeepMind researchers show it is possible to model not only the average but also the reward as it changes. Researchers call this the "value distribution" or the distribution value of the report.
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- In 2007, Google said that 20 percent to 25 percent of those queries had never been seen before. In 2013, it brought that number down to 15 percent. But 15 percent of three billion is still a huge number of queries never entered by any human searcher — 450 million per day.
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- Among those can be complex, multi-word queries, also called “long-tail” queries. RankBrain is designed to help better interpret those queries and effectively translate them, behind the scenes in a way, to find the best pages for the searcher. It can see patterns between seemingly unconnected complex searches to understand how they’re actually similar to each other. This learning, in turn, allows it to better understand future complex searches and whether they’re related to particular topics. Most important, from what Google told us, it can then associate these groups of searches with results that it thinks searchers will like the most.
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- There are many tasks that humans still perform better than computers. When it comes to mundane and repetitive tasks however, the machines hold sway. Machine learning is particularly good at detecting subtle differences between products and optimizing them to produce more favorable outcomes. It’s good for adverts in other words. Machine learning has been shown to reveal which adverts perform best and which placements are most effective. This technology is especially useful when serving ads to individuals who are at a pivotal stage in the buying process. Based on historical data, computers can make extremely accurate assessments about when, where and how ads ought to be placed. You make them, they’ll optimize them.
- Remarketing is getting smarter, but it’s a process which is still reliant on humans doing the curation and ad creation. Instead of guessing what’s likely to bring visitors back to your site and cause them to re-engage with your products, why not leave all that head-scratching stuff to a machine? Computers are very good at discerning the sort of content that’s likely to appeal to an individual based on content they’ve previously consumed. AI-driven retargeting is more personal and more effective.
- Propensity modelling is all about using past behavior to predict future behavior. It’s the sort of data-heavy process which is suited to machine learning. Feed in vast amounts of data about customers or prospects and propensity modelling can identify which organizations and individuals are likely to purchase a certain product. From a marketing perspective, this sort of information is extremely valuable. The sibling of propensity modelling, predictive analysis combines statistical algorithms, customer data and machine learning to predict a wide range of outcomes. In other words, it’s a broader tool which can be combined with your existing data to predict market trends, customer behavior and to forecast business outcomes.
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- AI firm GumGum polled marketing and advertising executives in North America in June 2017 to take their temperature on how the technology was being incorporated into their efforts. GumGum’s survey used an admittedly broad definition of AI, one that included programmatic advertising. Nonetheless, the firm reported that 61% of respondents were either generally aware of AI or had an understanding of its potential applications. But only 3% considered themselves experts in the area.
- Good question from the DAA presentation about how to market for robots and tell a story about how SEOs are already used to this a bit.
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