Jon Greenhalgh's SearchLeeds talk looks at Artificial Intelligence in Paid Media and strategies you can use tomorrow to help you in your job.

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A.I. in Paid Media: strategies you can
use tomorrow
Jon Greenhalgh, Digital Media Director
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What we’re covering today
Where to begin
What we should be focused on
The future of search is automated
Your job
Opportunities for tomorrow
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Where to begin
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Saying Deep Blue doesn’t really think about
chess is like saying an airplane doesn’t really fly
because it doesn’t flap its wings.
Prof. Drew McDermott
Professor of computer science at Yale University

5. “It was
procrastination”

6. Meet Ara
She’s entirely
useless.

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Don’t
procrastinate!!

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What we should be focused on
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We need to cut out the noise

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The Big Three

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They are technology companies at heart

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Example of every day use on the Amazon platform
Dynamic pricing with machine learning

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Changes are constant
CamelCamelCamel

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What’s Their Focus?
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What’s of most interest to us?

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The collection of data
All of the brands have a core service, but they are all aggressively collecting data

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The collection of data
All of the brands have a core service, but they are all aggressively collecting data

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The collection of data
All of the brands have a core service, but they are all aggressively collecting data

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What links all of these together?
The depth of data
(which fuels)
1. Interest
2. Intent

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Data + Interest + Intent
=
Personalisation
=
Ad Revenue

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The future of search is automated
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Ultimately, machine learning is only taking our industry one way

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What does our industry think?
79% of marketers think AI will allow us
to move toward more strategic work
*Forrester

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It is everywhere
What is machine learning promising?
Audience Expansion: leverages machine learning to automatically find users that closely match the explicit campaign
audience targeting criteria
Maximise conversion value: is a Smart Bidding Solution that automatically sets bids at auction time to get as much
conversion value as possible
Customised Ads: Automatically build customised ads, with responsive search ads. Google Machine Learning
Technology learns which ad combinations perform best
Smart Shopping campaigns: automated optimisation across contextual signals, including intent and seasonal demand

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Are we becoming less cynical?

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Does AI have the potential to be
the worst kind of black box?

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It does if we don’t do our job
Interpret how the big three are using artificial intelligence
Test new releases and verify which are adding value
Understand the impact through effective measurement

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What is your filter?
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You need a process to understand and judge opportunities

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Better

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Brighter

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Faster

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Opportunities
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Where can you start, tomorrow?

31. Automated Bidding
through
programmed rules
and scripts.

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The easiest place to start
1. Positional based bidding
Use in a combination
Use on important Impression Share Campaigns
Set Min / Max Rules for protection
RULES

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The easiest place to start
1. Positional based bidding
Use in a combination
Use on important Impression Share Campaigns
Set Min / Max Rules for protection
2. Target CPA / ROAS
Reflect rules based on commercial objectives
Vue Cinemas – Location, Price Point and Film Type
Brand CPA £5 > £0.26, Generic CPA £12 > £3
Bookings still up 150% YoY
RULES

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The easiest place to start
1. Positional based bidding
Use in a combination
Use on important Impression Share Campaigns
Set Min / Max Rules for protection
2. Target CPA / ROAS
Reflect rules based on commercial objectives
Vue Cinemas – Location, Price Point and Film Type
Brand CPA £5 > £0.26, Generic CPA £12 > £3
Bookings still up 150% YoY
3. Impression Share Targeting
Worth testing on most valuable segmented campaigns e.g. High ROAS
RULES

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Get coding!
Top Tips:
1. Margin, Conversions, CR%
2. Campaign themes
3. Clear data patterns
4. Smooth data
5. Google Sheets and Link script
SCRIPTS - Heatmapping

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Get coding!
Top Tips:
1. Control exact match
2. Negative keywords
3. Creative performance
SCRIPTS – Common phrases - the power of N-Gram

37. Match product and
price to customer
need.

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Ad Customisation
Top Tips:
1. Device / Location
2. Pricing / Promotions
3. Use Google Sheets
4. We boosted CTR 30% on a location heavy client
Go beyond DSA. Be cynical and influence the algorithm for gains

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Ad Customisation
Top Tips:
1. Spend time on the decision tree
2. Test data rules
Go beyond search

40. Micro moment
targeting; target the
moments that
matter.

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Micro Moments
1st Party & CRM
1. Understand shopping habits
2. Predict model next most likely action
3. Customise
Two methods
Life Events Overlay
1. Marriage, House Move, Renovation
2. Understand product / service
demographics
3. 14% reduction in CPA

42. Dynamic Bidding;
against product
margin, footfall and
potentially stock
levels.

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Dynamic Bidding
Top Tips:
1. Low margin
2. Poor stock
3. Local Inventory Ads (+ Location
extensions for local listing ads)
4. Optimise to footfall + Blended CPA
Use live business intelligence

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45. In summary
• Focus on the big three
• Be cynical – interpret, test
understand
• Develop your own filter
• Start with small, incremental
opportunities and build