Unlock the Power of the AI Stack to Accelerate Your ... · Unlock the Power of the AI Stack to...
Transcript of Unlock the Power of the AI Stack to Accelerate Your ... · Unlock the Power of the AI Stack to...
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Unlock the Power of the AI Stack to Accelerate Your Success in Google AdsSeptember 17, 2019
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#MVchat
Meet Jessica
Jessica is a bright young woman,
24 years old, single. She recently
graduated in Finance.
internship program abroad
Her goal: an internship program
abroad within the next year.
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#MVchatThe User’s Journey Is Complex
EngageDisplay Ad
EngageVideo Content
SearchMid-Funnel
Keywords
Conversion
on Website
VisitWebsite
Awareness Consideration Decision
SearchBottom of
Funnel
Keywords
EngageSocial Media
Consumers consult an average of 10.4 sources before making a purchase decision
SearchTop Funnel
Keywords
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#MVchatToday’s Learnings Apply to Any Business, Any Audience
Joe (Business Man):
Searching for
e-commerce logistics
Charles (Super Dad) and
Jill (Super Mom):
Searching for a new house
Kayla (Stay-at-Home Mom):
Looking for
fitness classes
Kate & Jason (College
Students): Searching for
tickets to a show
Carla (Power Executive):
Searching for
B2B services
Maria & Alonso (Married 15
Years): Looking for
healthcare services
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#MVchatThis Is Us: The Digital Marketers
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#MVchatThe Mobile Device Revolution
Mobile has changed how we act and react in life
Immediacy of action
Acting on any stimulus, whenever we’re motivated to
High expectations
for relevance and for frictionless experiences
Unscripted decisions
People are more loyal to the need in the moment vs. a brand
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#MVchatThe AI & Machine Learning Revolution
Programs with the ability to learn and
reason like humans.
Algorithms with the ability to learn
without being explicitly programmed.
Learn more:
https://developers.google.com/machine-learning/crash-course/
https://ai.google/stories/
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#MVchatHow Can We Personalize Ads at Scale in Google Ads?
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#MVchatIntroducing “The AI Stack”
2) Smart Creative
Adopt Responsive
Search & Display Ads
and Dynamic Search
Ads.
1) Smart Bidding
Use Google’s machine
learning to optimize
bids in real-time.
3) Smart Audience
Leverage Audience
Signals to reach the
most valuable users.
4) Smart Attribution
Go beyond last-click
to fully understand
your customer journey.
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Smart Bidding
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#MVchatGoogle Ads Advanced Machine Learning
Bids are adjusted in real time based on each unique user’s combination of signals.
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#MVchatThe Power of Google Ads Optimization Signals
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#MVchatWhat Are Your Smart Bidding Options?
Enhanced CPC
Google can increase or decrease your bid on the likelihood of driving the
conversion.
Drive as many conversions as possible within your specified
budget.
Attain as many conversions as possible, while maintaining your
target CPA.
Get the highest conversion value possible at your
target return on ad spend (ROAS)
Learn more: https://support.google.com/google-ads/answer/7065882?hl=en
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#MVchatApply Smart Bidding Based on Your Campaigns Goals
Leverage Machine Learning while retaining more control over your bids.
Enhanced CPC
Total conversionswithin a specific budget
Total conversions within a specific CPA target
Revenue within a specific ROAS target
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Smart Creative
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#MVchat
Creatives that adapt to the user’s experience in real-time, powered by smart bidding and
smart audience targeting.
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#MVchat
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#MVchat
Advertisers only had the option to create image and text ads as single whole unit.
It was important to predict what complete messaging would resonate best with users.
1. Responsive Ads
The Past
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#MVchat
Responsive Search and Display Ads allow advertisers to create a bank of assets that can be arranged to create many different permutations that can be tested.
Google will then automatically test different combinations of assets and learn which combinations perform best.
1. Responsive Ads
Today
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#MVchat
Responsive Search Ads allow advertisers to write up to 15 different headlines and up to 4 different descriptions – this results in over 43,000 possible permutations!
1. Responsive Search Ads
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#MVchat1. Responsive Search Ads
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#MVchat
Responsive Display Ads adapt to the increasingly diverse mix of content types and screen sizes.
2. Responsive Display Ads
Responsive
Text
Responsive
ImageNativeCreative Assets
Image
Headline
Description
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#MVchat
Responsive Display Ads adapt to the increasingly diverse mix of content types and screen sizes.
2. Responsive Display Ads + Video
Creative Assets
Image
Video
Headline
Description Add up to 5 videos
Connect directly to YouTube assets
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#MVchat
For the first time, you can reach people who are actively searching on Google, to drive action on YouTube.
3. Custom Intent for YouTube
The power of Search intent on YouTube.
roof underlayments
We can find users that
have searched for select
keywords on Google
Search and show them
your ad on YouTube.
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15% of Google Searches are new.
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#MVchat
DSA are similar to traditional Search campaigns, however, they use website content (i.e. pages) versus keywords for targeting.
Google matches users’ queries to relevant [service or product] pages on your website site and shows a dynamically generated, tailored ad.
3. Dynamic Search Ads (DSA)
Your Website Dynamic Search
Ads Campaign
Search Ad
Dynamically
Generated
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#MVchat3. Dynamic Search Ads (DSA)
1. Specify pages to target
and create ad template
3. If keyword is not targeted elsewhere in
campaigns, Google finds the page that
best matches the query on the website.
4. Google dynamically generates
an ad headline and sends user to
a relevant destination URL
86% of Dynamic Search Traffic is incremental 2. User types a
query.
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Smart Audience
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#MVchatThe Audience Revolution in Search
Auction bidding has traditionally been contextual
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#MVchatThe Audience Revolution in Search
But Audience data has dramatically changed things
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#MVchatIntent audiences
intent
Utilize all available audience signals to hyper-target your campaigns across all channels.
Define & Build Your Target Audience
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#MVchatRemarketing Across Channels
Customize search ads and bids based on your visitors’ past activity.
Leverage social media to uncover new potential
customers and then target these people on search
social-media-audience
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#MVchatApply Audiences to Campaigns to Boost Smart Bidding
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Smart Attribution
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#MVchat
Keyword 1 Keyword 2
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#MVchat
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#MVchat
Florida
family
vacation
Parrot Bay
Hotel & VillasKey West
accommodations
Family friendly
hotels in Key
West
Last Click Attribution
1.00conversion
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#MVchat
Parrot Bay
Hotel & Villas…
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#MVchatMove Away From Last Click Attribution
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#MVchatGoogle Ads Attribution Models
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#MVchat
Florida
family
vacation
Parrot Bay Hotel
& VillasKey West
accommodations
Family friendly
hotels in Key
West
Position Based Attribution
.40conversion
.40conversion
.10conversion
.10conversion
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#MVchatWhat to Expect After Transitioning | Redistribution
Conversions usually shift from
desktop to mobile devices
Conversions usually shift from
branded to generic terms
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#MVchatWhat to Expect After Transitioning | Redistribution
Conversions are credited across keywords, ad groups and
campaigns that received clicks along the conversion path
Conversions at the account level do not change
All Campaigns
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#MVchat
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#MVchatKeep Using Google Analytics for a Holistic View
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But wait… there’s more!
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#MVchat
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#MVchatConversion Rate Optimization
Systematically test variants of your paid landing pages in order to identify the experience that is the most
optimal at driving conversions.
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#MVchatSample Page Elements to Test
Form TestingMessaging & Copy Calls to Action
First Name
Submit
Signup
Last Name
Email Address
Industry
Country
A
First Name
Submit
Signup
Last Name
Email Address
B
A
Submit
B
Download Your Copy!
A
B
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#MVchatConversion Rate Optimization (CRO)
Front End User Experience Backend Software & Data
Messaging & copy
Images & creative assets
Calls to
action
Buy Today!
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#MVchat
Make Your Paid Digital Advertising More Effective
What CRO Can Do For Your Business
Increase Leads/ Sales Lower Acquisition
Costs
Increase Loyalty &
Lifetime Value
Gather Prospect
Behavior Data
Improved User
Experience
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#MVchatTakeaways
1. The user journey has become increasingly complex.
2. Artificial Intelligence & Machine Learning can help marketers in doing a
better job.
3. Apply the “AI Stack” to your Google Ads campaigns to improve
performance
• Smart Bidding: Leverage Google Advanced Machine Learning
• Smart Creative: Right Message to the Right User at the Right Time
• Smart Audience: Apply Audiences to Campaigns to Enhance
Google’s Signals
• Smart Attribution: Move Away from Last-Click
4. Keep improving the user experience with Conversion Rate Optimization
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Thank You!