As we head from the Information Age into the Automation Age, the spectre of AI and robots taking our jobs is high in people’s minds. In this talk, you’ll find out why and where you should be embracing automation and what sorts of things you should be doing to add value where the robots can’t.

1. ThePPCRobotsAre
ComingForYourJob!
W I T HL E E D S L O V E S S E A R C H
Arianne Donoghue
@ariannedonoghue
1 9 / 0 4 / 1 8
www.epiphany.co.uk
#LeedsLovesSearch

2. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Sowhatarewe
goingtodoaboutit?
O H N O !

3. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
?

4. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
The Luddites
R A G E A G A I N S T T H E M A C H I N E

5. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A G E S
Stone Iron Bronze Agriculture Industrial Information

6. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
TheAutomationAge
T H E N E X T G E N E R A T I O N

7. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
PPCAutomation
I T ’ S H E R E

8. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
!
Thekeytakeaway…

9. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
!
…embrace it!

10. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
W H A T A R E W E ?

11. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
W H A T A R E W E ?
Knowledgeworkers!

12. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
1 0 Y E A R S L A T E R
Are we much
further ahead?

13. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
T H E N E X T G E N E R A T I O N
Are you ready to free
your time & your mind?

14. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
F O C U S
Break it down!

15. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
L E T ’ S W O R K S M A R T
Putyourmoneyaway.

16. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
1 , 2 , 3
Analysis
Bidding
Reporting

17. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
1 , 2 , 3
Analysis
Bidding
Reporting

18. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
1 , 2 , 3
Analysis
Bidding
Reporting

19. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Y O U R A U T O M A T I O N T O O L K I T
YourAutomationToolkit

20. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Scripts
Y O U R A U T O M A T I O N T O O L K I T

21. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Y O U R A U T O M A T I O N T O O L K I T
AdWords
based script
Google Apps
based script

22. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Y O U R A U T O M A T I O N T O O L K I T
Excel Plug-ins

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A S A P U T I L I T I E S

24. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A N A L Y T I C S E D G E

25. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
B I N G A D S I N T E L L I G E N C E

26. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
S U P E R M E T R I C S D A T A G R A B B E R

27. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Y O U R A U T O M A T I O N T O O L K I T
DataVisualisation

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G O O G L E S H E E T S

29. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
S U P E R M E T R I C S G O O G L E S H E E T S

30. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
G O O G L E D A T A S T U D I O

31. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
M I C R O S O F T P O W E R B I

32. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Y O U R A U T O M A T I O N T O O L K I T
These tools are your pathway
to automation success

33. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Y O U R A U T O M A T I O N T O O L K I T
Bidding

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Y O U R A U T O M A T I O N T O O L K I T
AdWords BidStrategies

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A D W O R D B I D S T R A T E G I E S
TestviaCampaignExperiments

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C A M P A I G N E X P E R I M E N T S

37. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Theyneedtimeto
“settlein”andlearn.
C A M P A I G N E X P E R I M E N T S

38. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A D W O R D B I D S T R A T E G I E S
Never,ever,ever,
justleavethemtorun!

39. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A D W O R D B I D S T R A T E G I E S
Scripts for Bidding

40. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
W E A T H E R - B A S E D B I D D I N G

41. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
R E A L - T I M E P O S I T I O N B I D D I N G

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2 4 - H O U R B I D S C H E D U L I N G

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Y O U R A U T O M A T I O N T O O L K I T
Analysis

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P O W E R B I

45. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
N - G R A M A N A L Y S I S
An n-gram is a phrase consisting of
a number of words, a number we
call “n”

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N - G R A M A N A L Y S I S
n-grams are super important for one
thing:
context

47. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
N - G R A M A N A L Y S I S

48. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
B I N G A D S I N T E L L I G E N C E – L A N D I N G P A G E S E L E C T I O N

49. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
B I N G A D S I N T E L L I G E N C E – S E A S O N A L I T Y

50. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
E N G I N E K E Y W O R D P L A N N E R S – S E A S O N A L I T Y & C A T E G O R Y

51. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
G O O G L E T R E N D S

52. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A U C T I O N I N S I G H T S - T R E N D I N G

53. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
H O U R L Y H E A T M A P S F O R D A Y & D E V I C E

54. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A U D I T L A N D I N G P A G E S

55. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A D T E S T I N G W I T H S T A T I S T I C A L S I G N I F I C A N C E

56. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Y O U R A U T O M A T I O N T O O L K I T
Reporting

57. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
D A T A V I S U A L I S A T I O N
Spotlight your
regular reports

58. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
The Cold Hard Truth
D A T A V I S U A L I S A T I O N

59. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Most of your reports
will never get opened
D A T A V I S U A L I S A T I O N

60. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Spend time focusing
on insights – “why”
D A T A V I S U A L I S A T I O N

61. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Focus reports on metrics that are
valuable to your stakeholders
D A T A V I S U A L I S A T I O N

62. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A D W O R D B I D S T R A T E G I E S
Achievable Goal

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G O A L S
Ultimate Goal

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A D W O R D B I D S T R A T E G I E S
3potential workflows

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A D W O R D B I D S T R A T E G I E S
Excel Workflow

66. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
E X C E L W O R K F L O W
Data Sources Combine Data ExcelData Sources Combine Data
Analytics
•
AdWords
•
Bing Ads
•
Business Data
Google Script
•
Analytics Edge
•
Supermetrics
Template report
•
Pivot tables
•
Store locally

67. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A D W O R D B I D S T R A T E G I E S
GoogleSheets Workflow

68. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
G O O G L E S H E E T S W O R K F L O W
Data Sources Combine Data Google SheetsData Sources Combine Data Google Sheets
Analytics
•
AdWords
•
Bing Ads
•
Business Data
Google Script
•
GA Connector
•
Supermetrics
Template report
•
Beautify w/ plugins
•
Store in cloud
& share URL

69. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A D W O R D B I D S T R A T E G I E S
DataVis Workflow

70. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
D A T A V I S U A L I S A T I O N W O R K F L O W
Analytics
•
AdWords
•
Bing Ads
•
Business Data
GA Connector
•
Import Excel .csv files
•
Import Google Sheet
Template reports
•
Refresh with a
single click
•
Already visual
Data Sources Combine Data Data Vis

71. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
D A T A V I S U A L I S A T I O N W O R K F L O W
Whichoneshould
youchoose?

72. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
D E C I S I O N T I M E
Excel Google Sheets Data Vis Tools
Offline
•
Requires license
•
Widely used
•
Free awesome plug-ins
•
Hugely functional
•
Manual
Cloud-based
•
Free
•
Beef up with plug-ins
(not free)
Beautiful
•
Easy to update once
templated
•
Require data sources
•
Easy to view/manipulate

73. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
D A T A S T U D I O V S P O W E R B I
In production
•
Has offline desktop editor
•
Mobile apps available
•
Excel connectors & larger range of
supporting services
•
More than just reporting
Data Studio
Still in beta
•
Better default connectors
•
Post-beta pricing TBC
•
No offline capability
•
More of a dashboard
Power BI

74. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
D O U B L E C L I C K
Web Query
Reporting
Double Click
Report Builder

75. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
R E P O R T I N G
Start simple.

76. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
S P E N D I T W I S E L Y
“I want more time to be strategic”

77. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
W H A T D O E S T H I S E V E N M E A N ?

78. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
I T C O M E S D O W N T O T H I S
Hello, Client.
Meet yourobjectives.

79. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
W H A T W E L O S T I N T H E F I R E , W E W I L L F I N D I N T H E A S H E S
TheMagnificent 7

80. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
T H E M A G N I F I C E N T 7

81. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Clientsbusiness objectives
T H E M A G N I F I C E N T 7

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T H E M A G N I F I C E N T 7

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T H E M A G N I F I C E N T 7
Channelstrategy

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T H E M A G N I F I C E N T 7

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T H E M A G N I F I C E N T 7
Attribution

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T H E M A G N I F I C E N T 7

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T H E M A G N I F I C E N T 7
Audiences

88. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
T H E M A G N I F I C E N T 7

89. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
T H E M A G N I F I C E N T 7
Creative

90. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
T H E M A G N I F I C E N T 7

91. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
T H E M A G N I F I C E N T 7
Landingpages

92. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
T H E M A G N I F I C E N T 7

93. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
T H E M A G N I F I C E N T 7
Develop newskills

94. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Review thedata
&
Havetheanswers
N O C O R N E R C U T T I N G P L Z

95. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Adding value.
J A C K O F A L L T R A D E S , M A S T E R O F O N E ?

96. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
The nextlevel.
L E T ’ S D O T H I S

97. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
Thankyou,
#LeedsLovesSearch
@ariannedonoghue
L E E D S L O V E S S E A R C H
www.epiphany.co.uk

98. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
R E S O U R C E A P P E N D I X
Appendix -Resources

99. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A U T O M A T I O N T O O L K I T R E S O U R C E S
• ASAP Utilities - link
• Analytics Edge - link
• Bing Ads Intelligence - link
• Supermetrics Data Grabber - link
• Google Sheets - link
• Supermetrics for Google Sheets - link
• Google Data Studio - link
• Microsoft Power BI - link

100. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
B I D D I N G R E S O U R C E S
• Weather-based bidding - link
• Real-time position bidding - link
• 24-hour bid scheduling - link

101. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
A N A L Y T I C S & O P T I M I S A T I O N R E S O U R C E S
• N-Gram Analysis script - link
• Google Keyword Planner - link
• Bing Keyword Planner - link
• Google Trends - link
• Auction Insights script - link
• Hourly heatmap by day & device script - link
• Audit landing pages script - link
• Ad testing with statistical significance script - link
• A/B testing tool for your whole account script - link

102. The PPC Robots Are Coming For Your Job! #LeedsLovesSearch@ariannedonoghue
O T H E R C O O L S T U F F
• Account once-over script - link
• Label KWs with organic rank data script - link
• QS Component & Tracking scripts – here and here
• Make Exact Match exact again! - link
• Add KWs from Google autocomplete - link
• Use n-gram analysis on your ads - link