What is artificial intelligence? How does it work with Facebook and Instagram? What is programmatic advertising? The emergence of artificial intelligence or AI is disrupting many industries and economies. Up until recently, if you were targeting your ideal avatar, you are more than likely doing it through the Power Editor or through your own Business Manager. However, new platforms are evolving to allow machines to FIND prospect with DEMONSTRATED INTEREST for your services and products. This means they can leverage the content of comments, posts and messages and not just rely on traditional demographic or interest categories. And can find the most effective ads and dedicate advertising spend immediately into ads that are performing. This presentation outlines the benefits of these new AI approaches.

1. How To Use AI & Programmatic
Advertising to Create Leads & Sales On
Facebook & Instagram
Radford White
0417 142 751 / rad@radfordwhite.com
26/4/2018

2. What IS Artificial Intelligence?
u Also known as Machine Learning
u Uses incredibly powerful servers & computers
u Learns from experience, adjust to new inputs and perform human-like tasks
u Identifies patterns and signals in the Facebook or Instagram platform data
u Trained to accomplish specific tasks by processing huge amounts of data
u The longer the AI runs, the better it gets as it learns

3. What is Programmatic Advertising?
u “Programmatic” advertising refers to the use of software to purchase digital
advertising space
u It’s using machines to buy ads, basically, instead of traditional methods
u It’s not real time bidding – that’s a different form of digital advertising

4. Why Does Programmatic Advertising
Matter?
u Efficiency, pure and simple.
u Before programmatic ad buying, digital ads were bought and sold by human
ad buyers and salespeople, who can be expensive and unreliable
u Programmatic advertising technology makes the ad buying system more
efficient, and therefore cheaper, by removing humans from the process
wherever possible
u Humans get sick, need to sleep and come to work hungover
u Machines never take holidays, never complain and always ready for work!

5. What Happens When You Mix Artificial
Intelligence with Programmatic Advertising?
u Traditionally, Facebook / Instagram allows advertisers to use hundreds of
demographic / interest data points to target an audience
u But just because they are your target market, does that mean they are ready to
buy or even interested?
u No (but you knew that anyway, right?)
u But when you mix AI with Programmatic, you can also target in addition to
demographics / Interests:
u Personal conversations
u Individual comments
u Posts
u And THEN serve an ad to those that have demonstrated interest

6. A Real Estate Example
u We identify your ideal customers as they post their needs and wants on social
media and then display timely advertisements to them giving you the best
chance at gaining their business.
u A prospective customer of a real estate agent may say on Facebook:
u "I'm looking to sell my house!” or “Anyone know a good real estate agent?”
u Our client, the real estate agent, will advertise directly to that prospective
customer through our platform and anyone with similar interests and
demographics.
u We take the guesswork out of targeting and will identify your ideal audience
and help you acquire new customers

7. How Does It Work?
u Create
u Answer just a few questions about your business and we instruct the AI to create as
many combinations of ads as desired, testing for engagement and appeal with the
buying market
u Target
u By monitoring social media ads in real time, we are able to continuously optimise
the ads to target new business.
u Cross platform optimization allows us to assess when your ads are most effective
u Optimize
u Using data science and programmatic buying techniques we ensure your ads are as
effective as possible

8. What does it deliver?
u Put simply, it finds people talking about your service or product in real time
u At the same time, it completes all copy & creative A/B testing
u It then allocates funds automatically to the best performing ads
u This saves you time and money and removes the laborious analysis job

9. How Do We Start Working Together?
1. We agree on terms and confidentiality
1. Our fees are quite reasonable
2. We confirm the Ad budget and connect to your FB page to run ads
3. We receive & review your SEO and key search terms
4. We add all those terms into the AI platform
5. We use your existing creative (copy, images, video, landing pages, lead
magnets, quizzes)
6. We create AI based Facebook or Instagram ads and set up the Programmatic
Advertising functionality
7. We set up A/B testing across all combinations of creative to find genuine
winners
8. AI with Programmatic then serve the best performing ads to the newer
prospects who are commenting / posting the key search terms in FB or IG

10. Let’s Go!
u If you are ready to run a trial of Artificial Intelligence advertising on Facebook
or Instagram for a minimum of 90 days, then we should talk.
u Find a time that suits your busy schedule here:
www.calendly.com/IknowRad

11. Rad White
I create sales & marketing strategy that works
and have generated $344M via 107,000 sales
wins for clients and employers.
Self confessed social media and software lover
Father of Twins
Honours Degree in Psychology
Connect with me:
www.calendly.com/IknowRad
LinkedIn:
www.linkedin.com/in/socialmedium
Instagram:
www.instagram.com/radwhitemarketing

12. Time To Connect:
@RadWhiteMarketing
@RadWhite
@RadWhite
@SocialMedium