Join us as Acquisio’s Beth Thouin and Hanapin’s Jeff Baum dive into the complexities of machine learning and discuss strategies to discerning which of your PPC tasks you should take yourself and which you should let a machine help you out with.

1. 1
www.dublindesign.com
The PPC Battle:
Human vs. Machine
HOSTED BY:

2. Presenters
• Beth Thouin
– VP of Marketing at Acquisio
– @beththouin
• Jeff Baum
– Director of Services at Hanapin Marketing
– PPC Hero Blogger
– @jeffbaum71

3. – 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. Our Clients

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

7. Who is Acquisio?
● $1 billion/year ad spend under management, with
2.5 million campaign adjustments per day for 400
int’l clients running over 300,000 campaigns
● Based out of Montreal, the AI hub
● Leading name in PPC management software and
optimization
● First SaaS company to apply advanced machine
learning technology to paid advertising
● Helping campaign managers spend 65% less time
on performance with our award-winning machine
learning martech
As a leader in the digital marketing
space for the past 10 years with 1
billion ad spend under our belts, we
empower business owners and those
who serve them to thrive in the
changing digital economy. We do this
by using award-winning machine
learning to optimize advertising
budgets.
— Marc Poirier, CEO @ Acquisio

8. Our Clients & Results
Increased conversions by 175% while reducing
CPA by 87%!
25-30% decrease in CPA, plus the Social Automatic Optimization
feature saves us 5 to 6 hours of manual work a week.
One person manages thousands of clients and millions of
dollars
in ad spend!
Increased attainment by 34.6% on Bing Ads by using our
cloner and optimization
450% increase in conversions with our Bid & Budget
Optimization Tool

9. Round 1: Human Vs. Machine
Who should take care of keyword research?
#thinkppc
A. Humans
B. Machines

10. What is Strategy & Why is it Important?

11. Step#1: Assess the Situation

12. Step #2: Establish Guidelines, Goals, &
Objectives

13. Step #3: Identify & Acquire The Needed
Resources

14. Round 2: Human Vs. Machine
Who should take care of PPC strategy?
#thinkppc
A. Humans
B. Machines

15. Step #4: Create & Execute Action Plan

16. Selling The Machine Learning Approach

17. Round 3: Human Vs. Machine
Do you think machine learning is too costly
for the value it delivers?
#thinkppc
A. Yes
B. No
C. I’m not sure

18. Selling The Machine Learning Approach: Value

19. Selling The Machine Learning Approach: How It Drives
Results

20. Selling The Machine Learning Approach:
Benefits

21. Machine Learning Testing: My Approach: Research

22. Machine Learning Testing: My Approach: Test

23. Machine Learning Testing: My Approach: Learn

24. Machine Learning Testing: My Approach: Scale

25. Machine Learning Testing: My Approach: Innovate

26. #thinkppc
Human Vs. Machine:
Breaking Down
Performance

27. Round 4: Human Vs. Machine
Who can process more data at one time?
#thinkppc
A. Humans
B. Machines

28. Round 5: Human Vs. Machine
Who needs time to sleep?
#thinkppc
A. Humans
B. Machines

29. Machines are faster, "smarter" & never tire

31. Machine learning...is that the
same thing as automation?

32. Introducing Acquisio Turing™

33. “A computer would deserve to be called
intelligent if it could deceive a human
into believing that it was human.”
— Alan Turing
Inspired by Alan Turing, the
Father of Machine Learning
Turing believed that machines could perform equal to or better
than humans. He set out on a mission to prove his theories
founding the Turing Test. At Acquisio, we strive to continue his
work analyzing millions of data sets so that our machines not
only do the hard work campaign managers do, but make better
and faster decisions than humans ever could.

34. What Can Machine Learning Do That I
Can’t?

35. Round 6: Human Vs. Machine
Who can manage bids and budgets best?
#thinkppc
A. Humans
B. Machines

36. 1 Money Management 2 Recommendations
Bids + budget
optimization across
campaigns, devices, geo,
time of day, day of week,
GDN topics, GDN
placements, RLSA, and
Interactions.
Suggestions for account
audits, keyword selection,
ad copy, ad testing,
audience segmentation,
campaign structure, missed
opportunities.
Takeaway: machines self-improve and adjust in real-time

37. ➔ Campaign Strategy
➔ Creative/Display
➔ Environmental or
Economical
Changes
➔ New Budget
Changes
➔ Interpret Data from
Machine Learning
Human v
s
Machine
➔ Data Comprehension
and Analysis
➔ Keyword Selection
➔ Optimization
➔ Performance
Suggestions
➔ Account Creation and
Ad Deployment

38. But… can I trust it?

39. Round 7: Human Vs. Machine
I would trust a human to:
#thinkppc
A. Serve me food
B. Drive me to work
C. Create my website
D. Run my ad campaign
E. Do surgery on my body

40. Round 8: Human Vs. Machine
I would trust a machine to:
#thinkppc
A. Serve me food
B. Drive me to work
C. Create my website
D. Run my ad campaign
E. Do surgery on my body

41. What are the Results of Acquisio
Turing™?

42. Acquisio Performance
Report 2017
➔ 30,000 accounts
➔ +/- 10% ad spend variance
➔ With and w/out Acquisio Turing™
➔ Month 1 vs Month 3
➔ January 2015 - April 2017

43. Methodology 101: Averages Lie

44. Median:
Half of all accounts on Acquisio Turing
Reduce
CPC by
10%
Increas
eclicks
by 7%
Reduce
CPA by
18%
Increase
conversion
s by 22%

45. Median:
Half of all accounts on Acquisio Turing
Reduce
CPC by
10%
Increas
eclicks
by 7%
Reduce
CPA by
18%
Increase
conversion
s by 22%
7% 15% Flat
70%

46. Plus . . .
Bing
11X more
likely to hit
budget
Accounts live 2-
5
months longer
~increasing
LTV!!
AdWords
3.4X more
likely to hit
budget

47. What Does That Mean for Me?

48. ➔ more revenue
➔ greater efficiencies
➔ fewer people managing accounts
or more time spent on strategy
That means…

49. Round 9: Human Vs. Machine
PPC Campaigns are better run by?
#thinkppc
A. Humans
B. Machines
C. Both

50. Round 10: Human Vs. Machine
Can humans and machines work together to
achieve better performance results?
#thinkppc
A. Yes
B. No

51. Offers!
A. Get 10% off a 1 year license of Acquisio’s Machine
Learning MarTech. 45-Day Free Trial - no
commitment. Book your Demo today!
B. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
C. I’d like both
D. No Thanks!

52. Live Q&A Time!

53. #thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact Acquisio Directly: sales@acquisio.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf