Automate or Die How to Reduce the Complexity of Paid Media

1. AUTOMATE or DIE
How to Reduce the Complexity of Paid Media

2. TODAY’S FOCUS
Why Automate in the first place
4 Activities that should be automated immediately
The Power of AI & ML in Advertising
How to Best Use our Human Power

3. A LOOK BACK: THE TELEPHONE
1876
“Mr. Watson – come here
– I want to see you.”
~Alexander Graham Bell

4. 1878
The first
telephone
exchange in New
Haven, CT with 21
subscribers

5. 1900-1910

7. THE SOLUTION?

8. NEW OPPORTUNITY
Google has over
http://www.internetlivestats.com/google-search-statistics/
5 BILLION
searches per day

9. LET’S LEARN FROM THE PAST
Today, advertisers are hiring
the best switchboard
operators and are buying the
biggest switches, but aren’t
investing into automation.

10. THE TECHNOLOGY GAP PROBLEM

11. THE BIG TECHNOLOGY GAP
Sell-Side
Buy-Side
• Highly Automated &
Innovative
• Machine Learning
• Artificial Intelligence
• Drive bids up
• Limited optimization
• Limited data use
• 1% conversion rate
• Low ROAS
• Highly Manual
• Static Bidding Tools
• No Automation
• Agency Approach

12. WHAT AUTOMATION SOLVES
Exponential
complexity
Data
Organization
Keyword
Management
Quality
Score

13. #1
EXPONENTIAL COMPLEXITY

14. #1: EXPONENTIAL COMPLEXITYCLICK VARIATIONS
USER PROFILEKEYWORDS MATCH TYPES DEVICES
MULTIPLIERS
CLICK PROFILES
*Each instance has a unique cost/revenue/profit history
2,500
4 3 5
10,000 30,000 150,000

15. #2
DATA ORGANIZATION

16. DATA ORGANIZATION
CAMPAIGN STRUCTURE - Single Keyword Ad Groups
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD

17. EXECUTION AT WORK
EXACT PHRASE BROAD+ BROAD
5% 3% 2% 0.25%
Conversion
Rate
THE GOLDEN CLICK!
#4: Quality Score
Ad Group

18. #3
KEYWORD MANAGEMENT

19. GROW MARKET REACH
KEYWORD MANAGEMENT
Revenue Keywords Profit
Q1 Q2 Q3 Q4 | Q1 Q2 Q3 Q4 | Q1 Q2 Q3

20. DYNAMIC SEARCH TERM INSERTION

21. MARKET EXPANSION HOW TO
In Google Ads, select a campaign
1
Go to the Keywords Tab, click the
‘Search Terms’
2 Add the Conversions Column and sort by it
3
Add any search terms that resulted in a conversion
as exact match keywords
4
Make new exact match keyword a negative in
the ad group it came from

22. #4
QUALITY SCORE

23. IMPACT ON AD RANK
Bid
50%
Other
<10%
QUALITY
SCORE
>40%
#4: Quality Score

24. INFLUENCING QUALITY SCORE
HIGHER
BID
HIGHER
POSITION
HIGHER
CTR
HIGHER
QUALITY
SCORE
HIGHER
AD RANK
HIGHER
CONVERSION
RATE
Exact Match
Influence begins here

25. Exact Match produced a
increase!
358%
October 2017 October 2018

26. INTELLIGENT AUTOMATION TO THE RESCUE
● Bidding based on portfolio
strategy
● Search/Shopping/DSA Dynamic
Search term Insertion (DSTI)
● Device modifiers
● Audience modifiers
● Campaign creation
● Ad group management
● Keyword management
● Traffic routing negatives
● Conversion segmentation
● Conversion lag reporting
● Shopping product group creation
● Product attribute shopping
optimization
● Keyword deduplication
What SHOULD be automated:

27. HOW SHOULD WE SPEND OUR TIME?
★ Communicating business objectives
★ Brainstorming strategy
★ Interpreting data to power decisions
★ Being creative
★ Researching the competitive landscape
★ Solving problems and adapting to changes

28. A.I. & Machine Learning

29. WHAT CONSTITUTES A TABLE?
A Top and 4 Legs

30. SO THIS MUST BE A TABLE

31. SURELY THIS

32. BUT THIS ISN’T A TABLE PER OUR DEFINITION?

33. SIMPLE MATH PROBLEM
732 x 165 =

34. HOW DOES AI / ML FIT INTO PAID MEDIA
1) Building Audiences
2) Extracting The "Meaning" from Keywords
3) Ad Copy Testing

35. Keywords
Bids

36. Keywords
Bids
Device
Location
Time
Interests

37. Keywords
Bids
Device
Location
Time
Interests
Demographics
Browser
Ad
Characteristics
Search
Network
Partner
Audience
Segment
Extensions
Operating
System
Conversion
Path
Device
Type
Conversion
Rate
Language

38. Exact
Match

39. AD COPY TESTING...RESPONSIVE SEARCH
ADS

40. The automation
jobless
Why Are There Still So Many Jobs? The History and Future of Workplace Automation
David H. Autor is Professor of Economics, Massachusetts Institute of Technology, Cambridge, Massachusetts. Journal of Economic Perspectives; Summer 2015

41. AUTOMATION SCARES OVER HISTORY

42. JOB POLARIZATION
As computers substitute for routine tasks, two types of jobs are
“stubbornly challenging to computerize.”
Tasks that require problem-solving
capabilities, intuition, creativity, and
persuasion. Typically high-wage jobs.
Tasks requiring situational adaptability, visual and
language recognition, and in-person interactions.
Manual or service; typically low-wage jobs.
Computerized
middle-wage
jobs
office and administrative support;
sales clerk; production, craft
and repair; and operator,
fabricator, and laborer.

43. Proprietary and confidential information MANAGEMENT PRESENTATION 2019 | 14Proprietary and confidential information
80% of marketers say AI will
revolutionize their roles - not
replace them
86% of marketers believe they’ll
be more effective with AI
Investments in marketing AI is
expected to reach $28B by 2021.
Companies across the globe
spent $6B on marketing AI
solutions in 2018.
Automation will evolve the field

44. Proprietary and confidential information MANAGEMENT PRESENTATION 2019 | 11
Digital Marketing is expensive and complex.
On average, companies should expect to spend at least
$75K per year. Or 35% of their entire marketing spend.
Digital Marketing ROI for agencies:
● 46% of PPC marketers report poor-to-average ROI for paid search.
● 67% of Display marketers report the same.
You need to work strategically, not manually. Achieve a higher performance and scalability.
Don’t let your business become another statistic. Leverage A.I. today and start actualizing a better ROI.
MARKETERS BELIEVE A.I. WILL MAKE THEM BETTER
A.I. Is the Future of
Digital Marketing

45. THANK YOU!
Michelle Roberts, VP of Key Accounts